Social Media Usage in Pakistan – January 2024
The Pakistan Telecommunication Authority (PTA) has released its comprehensive report on the state of social media usage in Pakistan, highlighting user statistics across leading platforms and the ongoing efforts to address the digital gender divide.
Facebook: The Go-To Social Platform
Facebook continues to be one of the most popular platforms in Pakistan, boasting 60.4 million users as of January 2024. The report, however, reveals a notable gender disparity:
- 77% male users
- 23% female users
Despite its immense popularity, the platform’s gender gap raises questions about inclusivity and access to digital tools for women in the country.
YouTube: Pakistan’s Leading Social Media Platform
YouTube has emerged as the top social media platform, with a staggering 71.7 million users. As a hub for both content consumption and creation, YouTube dominates the digital space. However, its user demographics show:
- 72% male users
- 28% female users
TikTok: Fast-Growing Among Youth
TikTok recorded 54.4 million users, underscoring its growing appeal, particularly among younger demographics. Yet, the platform reflects the widest gender gap:
- 78% male users
- 22% female users
TikTok’s growth in Pakistan persists despite ongoing debates around content moderation and regulation.
Instagram: The Visual Hub
Instagram reported 17.3 million users by January 2024. Known for its photo and video sharing features, Instagram is steadily gaining traction, with a smaller gender gap compared to other platforms:
- 64% male users
- 36% female users
Addressing the Digital Gender Divide
The PTA report emphasizes the significant digital gender gap across platforms. To counter this, the Ministry of IT, in collaboration with stakeholders like UNESCO and international telecom organizations, has launched a Digital Gender Inclusion Strategy.
Key components of this initiative include:
- Removing Barriers: Reducing access-related challenges for women.
- Awareness Programs: Promoting digital literacy among underrepresented groups.
- Actionable Plans: Developing timelines to achieve measurable goals in gender inclusion.
These efforts aim to create a more inclusive digital ecosystem, enabling women to actively participate in Pakistan’s growing digital economy.
