Our research conducted with a sample of Pakistani users aged 18–64 shows that social media continues to be a strong and influential digital engagement channel across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) may differ significantly. A platform with limited overall reach may deliver high daily engagement — or vice versa. For full datasets, base sizes, and the complete country report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• YouTube leads daily engagement: Daily usage reaches 76%, especially strong among ages 18–24 (80.9%) and 25–34 (76.1%), making it an essential platform for video‑driven strategies.
• Facebook provides broad and balanced reach: Daily usage stands at 67%, particularly strong among men (77.3%). It remains consistently used across age groups — 69% in ages 18–24 and 68.7% in ages 35–44.
• TikTok dominates among young audiences: Daily usage reaches 67%, with especially strong performance among ages 18–24 (75.2%) and 35–44 (62.1%).
• Instagram remains strong for visual‑driven engagement: Daily usage is 64%, peaking at 72.4% among the 25–34 segment. Engagement is also solid among women (63.6%).
• Snapchat maintains youth appeal: Daily usage stands at 46%, rising to 60.4% in the 18–24 segment — a meaningful channel for younger audiences.
• Pinterest remains female‑skewed: General usage is 3%, higher among women (5%), and daily usage reaches 9%, offering potential for lifestyle‑focused content.
• X (Twitter) remains relevant for news and commentary: Daily usage stands at 29%, peaking at 50% in the 45–54 age group — making it ideal for real‑time updates and public discussions.
• Telegram is preferred among mature users: Daily usage is 14%, rising to 23.1% among men — suitable for community‑driven and announcement‑based communication.

🎯 Strategic Recommendations

• Broad reach and daily engagement: YouTube + Facebook
• Youth targeting: TikTok + Instagram + Snapchat
• Female‑focused campaigns: Instagram + Pinterest
• News‑driven and male‑skewed content: X (Twitter)
• Mature audiences: Facebook + YouTube + Telegram