World Happiness Report 2026. Chapter 9: Social media use and wellbeing in the Middle East and North Africa.
Chapter 9 of the World Happiness Report 2026 examines the relationship between social media use and wellbeing in the Middle East and North Africa (MENA). Authored by Burger, Greyling, Rossouw, Sarracino, and Wu, the chapter draws on Arab Barometer data from 2018 to 2024. The MENA region has received comparatively less scholarly attention in this area. Therefore, the chapter aims to provide a nuanced, evidence-based picture of digital engagement and its implications for life quality across the region.
Widespread and Growing Digital Engagement
Social media use is widespread across MENA. In most countries, more than 80% of respondents reported using social media in 2023–2024, a share that has increased over recent years. Heavy use, defined as more than five hours per day, now typically ranges between 20% and 40% of the adult population, varying from around 15% in Morocco to approximately 45% in Lebanon. In addition, the proportion of heavy users has risen gradually over successive survey waves, with Morocco being a notable exception to this upward trend.
Platform Type and Purpose
Different platforms are used for different purposes. Accessing photos and videos is the top activity on Instagram, Facebook, and Snapchat, while WhatsApp is predominantly used for one-to-one and group messaging. X (Twitter) is particularly used for news consumption and sharing, while YouTube primarily serves as a hub for entertainment videos. The chapter groups platforms into four categories: visual and lifestyle expression, private communication, public broadcasting and community participation, and entertainment consumption. This classification allows for a more precise analysis of how each type of platform relates to wellbeing outcomes.
Social Media Use and Wellbeing: A Nuanced Picture
In the Middle East and North Africa, youth wellbeing has not fallen despite heavy use of social media. However, heavy social media use is associated with higher levels of depression and stress. The most problematic platforms are those where the main use is passive, and the main material is visual, encouraging social comparisons, and often comes from influencers.This pattern suggests that the mode of engagement matters as much as the volume of use. Heavy interaction with influencer content, in particular, shows a negative association with life quality compared to parents, a key wellbeing indicator used in the chapter.
A Region-Specific Context
The analyses presented in this chapter provide a nuanced picture of social media use and wellbeing in the Middle East and North Africa. While the MENA region is often characterised by its high digital engagement and rapid adoption of new platforms, the findings show that the implications of social media use for wellbeing are neither uniform nor straightforward. Cultural, institutional, and social environments shape how digital engagement translates into wellbeing outcomes, making it essential to avoid applying Western-centric conclusions to this region.
Reference
Burger, M., Greyling, T., Rossouw, S., Sarracino, F., & Wu, F. (2026). Social media use and wellbeing in the Middle East and North Africa. En World Happiness Report 2026. Wellbeing Research Centre, University of Oxford. https://www.worldhappiness.report/ed/2026/social-media-use-and-wellbeing-in-the-middle-east-and-north-africa/