Device usage trends across social platform users Drilling into the details

Hanna Kahlert

February 2026

This report presents device usage data as it correlates to social media platforms alongside consumer behaviours, which include ad responsiveness (by platform and device) and content preferences. This data supports insight and strategic decision-making around product development, such as smart TV apps for social platforms. It is tailored for social platform companies and device designers creating product strategies and developing formats for different devices.

Key insights include an overview of Japanese consumers, iPhone versus Android ownership, social video platform audience overlaps and content preferences, and ad responsiveness across device owners.

Key data and insights in this report:

Electronic entertainment device usage / ownership overview
iPhone versus Android ownership
Social platforms user overview
Social video platform audience overlaps and content preferences
Overview of Japanese consumers
Advertisement responsiveness across device owners

Data used:

MIDiA Research Consumer Survey Q3 2025, US, UK, Australia, Canada, France, Japan, Mexico, n ≥ 7,000.

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