“Time Spent Using Mobile App of Facebook by Countries” – refers to the average duration users in each country spend on the Facebook mobile application. The time is typically presented in hours and minutes (HH: MM) and is derived from aggregated behavioural data, sourced from Meta’s advertising tools. It reflects user engagement levels with the Facebook app, excluding other Meta platforms like Instagram or Messenger. Its primary significance lies in measuring social media consumption patterns and digital connectivity across countries.

For marketers, this metric is useful for understanding market potential and optimising ad placements. Policymakers and researchers can use it to examine digital inclusion, screen time trends, and their possible links to social, mental health, or economic outcomes. It can also serve as a proxy for digital dependency or user engagement during crises, such as pandemics or elections. In academia, it can be employed in cross-country comparative studies involving media consumption or digital sociology. However, due to reliance on platform-specific data, it is essential to interpret the indicator alongside other metrics for a holistic understanding of digital behaviour.