A new study from eMarketer shows just how dominant social media remains in the digital landscape. In 2025, consumers worldwide spent 108 billion hours on social platforms – far ahead of any other app category.

By comparison, GenAI and AI assistant apps accounted for 30.3 billion hours, followed by business and productivity apps at 11.7 billion hours. Even fast-growing formats such as short-form dramas and browsers trailed far behind.

AI usage is accelerating – time spent on AI assistants jumped 425% year-on-year – but social media still commands the largest share of attention.

Why it matters for UAE marketers: In a region where social adoption is among the highest globally, attention still lives in feeds. AI may reshape discovery and research, but for now, social platforms remain the primary stage for brand visibility, influence, and commerce. Smart strategies will connect both – using social to capture attention and AI to support discovery.