Quebec internet users are dedicating more time to social media platforms than ever before, with daily usage reaching an average of 3 hours and 41 minutes, according to recent research.4243
Surge in Screen Time
This marks a significant 51-minute increase compared to the previous year. The rise is particularly notable among those aged 55 and older, who report an additional 77 minutes daily, and among men, with a 72-minute uptick. Users of TikTok and Instagram spend roughly two hours more per day on social media than those who do not use these platforms.42
Nearly 94% of Quebec’s internet users engage with social media, and 89% access it daily. This figure climbs to 97% for those aged 18-34 and 93% for ages 35-54.42
Generational Shifts
Astrid Alemao, NETendances project manager at Université Laval, highlights the narrowing divide in usage patterns. “That gap is really closing between generations,” she stated. “We’ve known that the younger generation, so 18 to 34, they’ve been spending about four hours a day on social media. But now what we’re seeing is that older generations, so 34 and even 55 and older, they are spending much time.”43
Concerns and Responses
Despite the uptick, 48% of users believe they spend too much time on social media—a stable figure from last year. Almost half (47%) have adopted strategies to curb usage, such as disabling notifications (25%), unsubscribing from accounts (21%), or deleting apps (20%).42
Broader Digital Habits
The survey also covers online entertainment. About 58% of Quebec internet users play video games, primarily on mobile devices (37%), followed by consoles (24%) and computers (21%). In streaming, 52% subscribe to Netflix, while Canadian services like Crave are gaining ground.42
