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Global Internet Habits Reveal Where People Spend the Most Time Online
A December 2025 study by SocialPlug analysing Internet habits across more than 40 countries finds that South Africa spends the most time online globally, averaging 9 hours and 37 minutes daily. Brazil and Chile follow closely. The research measures Internet usage, screen time, social media activity, streaming, and audio consumption to assess overall digital engagement.
A December 2025 global study on Internet usage patterns shows that South Africa spends more time online than any other country worldwide. The research, conducted by social media growth company SocialPlug, compares digital habits across more than 40 countries, analysing how people divide their time between screens, social media, streaming content, and audio platforms.
The findings highlight significant differences in how countries engage with digital media, offering insight into changing lifestyles, entertainment preferences, and online behaviour across regions.
The report shows that high Internet access does not always directly correlate with the longest screen time. Instead, cultural habits, entertainment preferences, and social media usage patterns play a major role in shaping how people engage online. As digital platforms continue to influence communication and leisure, these findings provide a clear picture of how online activity fits into daily life around the world.
How the Study Measures Digital Engagement
The report evaluates countries using several weighted indicators. These include the percentage of the population using the Internet, total daily time spent on digital devices, time spent on social media platforms, and time dedicated to watching TV shows and films. Audio consumption also forms part of the analysis, covering time spent listening to podcasts and music.
Each category contributes to a final score, which reflects overall digital engagement and allows comparisons between countries with different population sizes and access levels.
| Country | Internet Usage % of Population | Total Daily Time Spent on Devices | Time Spent using Social Media | Time Watching TV shows/Movies | Time Spent Listening to Podcasts | Time Spent Listening to Music | Score |
| South Africa | 75.7 | 9:37 | 3:36 | 2:30 | 1:12 | 2:17 | 100 |
| Brazil | 84.2 | 9:09 | 3:32 | 3:42 | 1:07 | 2:06 | 98.3 |
| Chile | 94.5 | 8:45 | 3:39 | 3:54 | 0:54 | 2:14 | 94.6 |
| Philippines | 83.8 | 8:52 | 3:32 | 3:00 | 0:52 | 2:03 | 89.9 |
| Argentina | 89.2 | 8:44 | 3:05 | 4:12 | 0:45 | 1:53 | 89.4 |
| Colombia | 77.3 | 8:44 | 3:25 | 3:00 | 1:09 | 1:54 | 87.5 |
| Russia | 92.2 | 8:38 | 2:23 | 5:20 | 0:45 | 1:01 | 84.9 |
| Mexico | 81.2 | 7:32 | 3:12 | 3:30 | 1:15 | 2:20 | 73.7 |
| Malaysia | 97.7 | 8:13 | 2:46 | 2:27 | 0:37 | 1:25 | 68.7 |
| U.A.E. | 100.0 | 7:59 | 2:59 | 1:54 | 0:54 | 1:29 | 65.7 |
South Africa Leads Global Screen Time Rankings
South Africa ranks first in the study, achieving the highest overall score of 100. With 75.7% of the population using the Internet, South Africans spend an average of 9 hours and 37 minutes per day on digital devices. Of this time, 3 hours and 36 minutes are dedicated to social media use.
Watching TV shows and films accounts for around 2 hours and 30 minutes daily, while music listening takes up 2 hours and 17 minutes. Podcasts and audio shows add another 1 hour and 12 minutes to daily digital activity. Despite having lower Internet penetration than some other countries in the top ten, South Africa records the longest total screen time.
Brazil and Chile Show Strong Digital Engagement
Brazil places second in the rankings, with 84.2% of its population online and an average daily screen time of 9 hours and 9 minutes. Social media use accounts for 3 hours and 32 minutes, while watching films and TV series takes up 3 hours and 42 minutes. Brazilians also spend 1 hour and 7 minutes on podcasts and 2 hours and 6 minutes listening to music, resulting in an overall score of 98.3.
Chile ranks third and records the highest Internet usage rate among the top three, with 94.5% of residents online. Chileans spend 8 hours and 45 minutes per day on devices, including 3 hours and 39 minutes on social media. Streaming TV shows and films occupies 3 hours and 54 minutes, while music listening reaches 2 hours and 14 minutes. Podcast consumption stands at 54 minutes per day. Chile achieves a final score of 94.6.
The Philippines and Argentina Complete the Top Five
The Philippines ranks fourth, with 83.8% of the population using the Internet. Average daily screen time reaches 8 hours and 52 minutes, including 3 hours and 32 minutes on social media. Filipinos spend around 3 hours watching TV series and films and nearly 3 hours combined on music and podcasts. The country records a score of 89.9.
Argentina rounds out the top five, with 89.2% Internet usage and an average of 8 hours and 44 minutes spent on devices each day. Social media accounts for just over 3 hours daily. Argentina stands out for video consumption, with residents spending 4 hours and 12 minutes watching TV shows and films, the highest figure among the top five. Music listening averages 1 hour and 53 minutes, while podcast use reaches 45 minutes. Argentina’s overall score is 89.4.
Other Highly Connected Countries
Beyond the top five, Colombia, Russia, Mexico, Malaysia, and the United Arab Emirates also rank among the most online countries. Russia records the highest time spent watching TV shows and films at 5 hours and 20 minutes per day, while Chile leads in social media usage with 3 hours and 40 minutes daily. The United Arab Emirates reports full Internet penetration, with 100% of the population online.
Commenting on the findings, Joosep Seitam, CEO of Social Plug, says:
“People around the world are spending more and more time online. How we use the Internet affects our daily routines, our social lives, and even our mood. Spending long hours on screens or scrolling through social media can change how we interact with others and affect our self-esteem. In the countries that are most online, these habits often shape the way people live and connect. Just like what we see online can influence our expectations, the digital world can have a big impact on how balanced and satisfied we feel in everyday life.”
