We are social, and Metlwater have published the Egyptians and Digital: 2023 Report. It has become a global reference for internet, mobile, and social media stats. Let’s dive into the #Digital2023 report to explore key insights on Egyptians and the state of digital use.
=> Consult the latest update here: Egyptians and Digital 2026 Report
INTERNET USAGE IN EGYPT
In January 2023, Egypt’s population reached 111.8 million, a steady increase of 1.7 million (+1.6%) from the previous year. The country’s digital landscape mirrored this trend perfectly, registering a similar growth rate (+1.6%) in the number of Internet Users. As a result, the digital inclusion quotient, measured as the percentage of Internet Users in the total population, remained at 72%. Mobile device penetration in Egypt is very high, with almost 94% of the population owning a smartphone.
Average online engagement per user in Egypt clocked in at 7 hours and 41 minutes daily, down 41 minutes from the previous year. However, this figure still towers over the global average of 6 hours and 37 minutes. Interestingly, the world also saw its first decline in time spent online, contracting by 5% between 2021 and 2022. Despite the global dip and Egypt’s shorter online duration, Egyptians continue demonstrating a robust digital presence, spending significantly more time online than the global average.
EGYPTIANS AND DIGITAL: SOCIAL MEDIA STATISTICS 2022
In January 2023, 46.25 million people in Egypt were active social media users. An estimated 60.9 percent of Egyptians aged 18 and above are active social media users.
In 2022, Egyptian internet users aged 16 to 64 spent 2h29 using social media, 3h30 viewing TV programs (broadcast and streaming), and 1h34 using a games console.
Interestingly, almost all media saw a decrease in time spent in 2022: -44 min for social media, -35 min for TV, and -28 min for gaming.
Egyptians likely resumed a “normal social life” in 2022. In 2021, the COVID-19 pandemic restrictions were still in place, and people stayed at home and consumed media as they always had.
TOP 10 OF THE MOST USED SOCIAL MEDIA IN EGYPT
Let’s look at the details of which social media platforms are the most used in Egypt and the significant evolutions between 2021 and 2023:
Egyptians Hold Steady With Well-Established Digital Platforms
Facebook: The social media platform consistently grew from 81% in 2020 to 85% in 2022. It remained the most popular platform during these years, with 42 million users in early 2023. In 2023, 39% of Egyptian internet users named Facebook their favorite social media platform, confirming its stronghold in the market.
The report does not classify YouTube as a social media platform or include it in the ranking. Nevertheless, this video-sharing platform, owned by Google, had 45.9 million users in Egypt at the beginning of 2023, surpassing Facebook’s user count.
WhatsApp and Instagram remain in third and fourth place, with stable audiences.
While usage percentage data showed a decrease in Twitter’s popularity, potential ad reach increased by 650 thousand (+12.6%) from the start of 2022 to early 2023. But given the significant fluctuations in Twitter’s planning tools, active user trends remain uncertain.
Snapchat holds the seventh position. This platform stands out for its emphasis on instant, temporary sharing, augmented reality capabilities, and a focus on personalized, private experiences. Snapchat’s popularity in Egypt has steadily risen, surging from 28% in 2020 to 41% in 2022.
LinkedIn‘s potential ad reach in Egypt increased significantly by 1.5 million (+23.4%) between 2022 and 2023. However, because LinkedIn’s figures are based on total registered members rather than monthly active users, they don’t directly reflect trends in active usage. The decline in percentage usage in the original table may reflect inactive accounts or users who don’t use the platform every month.
In summary, while Facebook, WhatsApp, Instagram, and Messenger (all Meta-owned platforms) dominate usage percentages, platforms like YouTube also have significant user bases, albeit in different digital domains.
Twitter and LinkedIn, despite showing decreased or stagnant percentages in the original data, show potential for ad reach growth, though their active user trends remain unclear. These insights suggest marketers need to understand not just overall usage trends, but also nuances like user preferences and each platform’s potential reach.
Recent-Comers Confirm And Improve Their Position
The social media landscape in Egypt continues to evolve rapidly. In 2022, another new platform entered the top 10: Kuaishou, a Chinese video-sharing mobile app known for its social network and video-effects editor. Claiming the 10th spot with a 20% usage rate among Egyptian internet users aged 16-64, Kuaishou has overtaken Pinterest by a narrow margin, marking its debut with double-digit growth.
The other last entrants to the top 10 list broke in 2020: TikTok, another video-sharing app, and Telegram, a messaging app.
TikTok made a significant entry, landing directly in the 7th position. In 2022, TikTok’s growth trend continued, reaching a usage rate of 55% among Egyptian internet users aged 16-64. This confirms a sustained interest in short-form video content among Egyptian internet users.
Telegram is an instant messaging application founded by 2 Russian citizens based in Dubai. It is known for its security, providing end-to-end encrypted communications. Telegram also experienced continued growth. Its user base grew to 53% in 2022. This rise may reflect growing concern about privacy and security among internet users, making Telegram an attractive choice for many.
In brief, Egypt’s social media landscape shows a clear trend toward platforms that offer short-video content and secure communication. It’s an exciting time for Egypt’s digital sphere as it continues to adapt and evolve in response to user interests and global trends.
EGYPTIANS AND DIGITAL: THE SOCIAL MEDIA GENDER GAP
The gender gap in social media usage is the difference between the proportion of men and women who use social media and their proportions in the overall population. If men and women make up equal percentages of the population, but men make up a larger percentage of social media users, then a gender gap favors men.
Looking at global data, we find a modest 3.6% gender gap in 2022, with female social media users slightly trailing their share of the total population.
Egypt, however, tells another story. January 2023 revealed a robust population of 111.8 million in Egypt, with men and women practically at equilibrium—50.6% males and 49.4% females. This delicate balance, however, falters on social media, where men have an undeniable upper hand. In 2022, women made up just 39% of social media users, while men made up 61%.
The gender gap widened to 11.2% in 2021, then narrowed to 10.3% in 2022. While this is a slight improvement, it remains a considerable gap compared to the global and regional averages.
The MENA region showcases mixed gender representation. With a 5.4% gap in 2021, Saudi Arabia fell further behind by 0.1% in 2022. Conversely, Jordan improved, reducing the gap from 4.9% in 2021 to 2.7% in 2022. Lebanon, an outlier with more women than men, also improved, narrowing the gap from 3.1% in 2021 to 2.2% in 2022.
A curious case is the UAE, a nation with a large male expatriate workforce. Even with a lower percentage of women in the population, women narrowly surpassed men on social media in 2021. That lead was short-lived, as 2022 saw a slight reversal, with a 0.3% dip.
In conclusion, while gender parity in social media use remains a global challenge, some countries are making strides toward narrowing the gap. The road is steep for Egypt, where a substantial gender divide, possibly linked to female literacy, persists.
GENDER GAP BY SOCIAL MEDIA
We also see that gender-differentiated usage is very pronounced when looking at the platform’s details.
In 2022, the overall Egyptian population split remained roughly equal, with males constituting 51% and females 49%. But we can’t avoid noticing that, proportionally, far fewer women than men use social networks, with distinct gender-differentiated usage of social media platforms.
LinkedIn remains the most male-dominated network, with 71% male and 29% female users in 2022, showing no change in its gender distribution.
By 2022, Facebook’s male usage slightly decreased to 62%, while female usage increased to 38%. Despite the slight shift, Facebook remains male-dominated, with proportions similar to YouTube, Messenger, and TikTok.
In 2021, Instagram had a relatively balanced gender distribution, with 54% male and 46% female users. By 2022, the platform remained relatively balanced, with 53% male and 47% female users.
Unlike most other platforms, Snapchat had a predominantly female user base in 2021, with 63% female and 37% male users. In 2022, Snapchat’s female usage decreased slightly to 59%, while male usage rose to 41%, but it remained the platform with the highest female usage rate.
In summary, most social media platforms in Egypt show clear male dominance. Snapchat stands out as the platform with the highest female usage rate. Instagram is the most gender-balanced platform, with a nearly even split between male and female users in 2022.
Find the complete 2023 Report on Egyptians and digital use here!
CONCLUSION
In Egypt, digital trends and social media usage continue to evolve, revealing an intricate tapestry of trends, behaviors, and opportunities. As the #Digital2023 report shows, the digital world is as dynamic as the physical one, with steady growth, changing user engagement, and shifting social media preferences.
Egypt’s social media landscape, with its distinct mix of global and regional platforms, requires a nuanced understanding and a strategic approach. While established platforms like Facebook and YouTube maintain their stronghold, newer entrants such as TikTok and Kuaishou are rapidly gaining ground, reflecting shifting user interests and behaviors.
As digital trends evolve, staying on top of these changes is crucial to staying competitive in today’s digitally connected world. Whether you’re a local business, a multinational corporation, or a non-profit organization, having a robust digital and social media strategy is no longer optional; it’s a necessity. At NAOS Digital, we help you navigate these shifts and manage your digital presence strategically. Our team of digital experts stays up to date on the latest trends and technologies to deliver effective, efficient social media management.
If you need help understanding these trends and implementing an effective social media strategy, please get in touch with us. Let’s work together to make the most of the digital opportunities Egypt presents today and in the future.
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