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During the fourth quarter of 2025, internet users in the Philippines spent the most time per week using social media, excluding watching videos, at ***. Kenya and Ghana also reported high usage levels. By comparison, internet users in Japan spent less than  per week on social media. Low levels of daily usage were also recorded in China and South Korea.

As of 2025, the social network Facebook was ranked first worldwide in terms of active users, at over billion. Other popular social media include mobile messaging platforms YouTube and WhatsApp, as well as social content sharing networks such as Instagram and social video platform TikTok. Most social networks are accessible through multiple platforms, but many popular social media started out as mobile apps, demonstrating the growing trend of mobile-first development. Examples include Instagram, which initially was launched as an iOS photo editing and discovery app as well as a mobile social messenger, and TikTok. Social networking does not only enable users to connect with other people but also with brands and celebrities. Social media has also become a growing source of news for internet users in many countries.