Quebec internet users actively engaged on social media now dedicate an average of 3 hours and 41 minutes per day to these platforms, marking a significant 51-minute increase compared to the previous year.
Surge in Usage Across Demographics
The latest NETendances survey reveals this uptick affects all age groups, with the most substantial growth among those aged 55 and older, who report an additional 77 minutes daily. Men show a comparable rise of 72 minutes. Younger users aged 18 to 34 maintain around 4 hours per day, but the generational gap narrows as older cohorts catch up.
Astrid Alemao, project manager for NETendances at Université Laval, notes, “We’ve known that the younger generation spends about four hours a day on social media. But now older generations, including those 55 and older, are spending much more time. That gap is really closing between generations.”
Impact of Short-Form Video Platforms
Daily users of TikTok and Instagram spend roughly two additional hours on social media compared to non-users. Short vertical videos, such as reels, drive habit changes across all ages. Facebook remains popular among those over 25.
Nearly 94 percent of Quebec internet users engage with social media, with 89 percent accessing it daily—rising to 97 percent among 18- to 34-year-olds.
Challenges and Coping Strategies
Despite the increase, 48 percent of users feel they spend too much time online, unchanged from last year. Almost half (47 percent) have adopted limits, including disabling notifications (25 percent), unsubscribing from accounts (21 percent), or deleting apps (20 percent).
Experts attribute the rise to optimized algorithms that deliver engaging content, prompting reactions and prolonged sessions. Youssef Allami, assistant professor of psychology at Université Laval, explains that platforms prioritize videos likely to hold attention, even through negative reactions.
The survey, conducted from July 10 to 31, 2025, polled 989 Quebec adults aged 18 and older via web panel, weighted for representativeness.
