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In the third quarter of 2024, 93 percent of the people connected to internet in Ghana used WhatsApp. Tiktok was also a popular social media platform, utilized by 81 percent of internet users and overtaking Facebook in second position. While the aforementioned platforms generally increased in usage over the last year, others like Facebook, Instagram, and Snapchat lost quite a number of accounts. 

Men in social media usage in Ghana

Men dominate the overall social media usage in Ghana, referring to close to 59 percent of the population as of January 2025. For instance, Facebook, one of the leading social media channels, has about 59 percent of its users being men. As a result, men are the most reachable by social media advertising in Ghana, especially those between the ages of 25 and 34 years.

Preferred social media devices

For different social media networks, people in Ghana tend to use different devices, including mobile phones, desktops, and tablet computers. For instance, desktops are mainly used to access YouTube, while individuals use tablets to access Pinterest and Facebook. In terms of mobile devices, some of the most common social media channels used thereon are Facebook, YouTube, and Twitter.