According to the study The Portuguese and Social Networks , Instagram is already the most used social network in Portugal by young people aged between 15 and 24 years old. The 2022 edition of this study confirms Facebook as the dominant network both in terms of awareness and penetration, but with a downward trend that is felt above all in the so-called Generation Z.
In fact, the indicators of the study produced by Marktest since 2011 reveal that, for the first time in Portugal, Facebook is not the most used network in this age group. Moreover, not only Facebook (89.4%) was dethroned by Instagram (94.1%) in the first place among young users of social networks, but it even dropped to third position, now also behind WhatsApp (93.2%). %). In this age group, Instagram almost quadrupled compared to 2013 and WhatsApp doubled its value compared to 2016. At the moment, these three networks register very similar values in the referred target.
Even so, Facebook continues to be, in absolute terms, the largest social network in Portugal, with a penetration rate of 94.4% among social network users. In the following positions of this ranking, WhatsApp, Instagram, Messenger and YouTube appear, in order.
In terms of notoriety, Facebook also continues to be the social network most spontaneously recognized by the Portuguese, with a registration of 97.1%. But also in this criterion, Instagram has shortened the distance, being only 9.2 percentage points from the leadership.
Incidentally, the downward trajectory of Facebook is clearly evident in the fact that the spontaneous Top of Mind awareness (i.e. the first response from respondents) on this network dropped from 91.2% in 2011 to 76.7% in 2022.
Behind Facebook and Instagram in the ranking of networks most recognized by the Portuguese, Twitter emerges as the third social network with the greatest spontaneous notoriety, with TikTok rising this year to 4th position, thus surpassing WhatsApp, which now occupies the last position. Top5 position.
The Portuguese and the Social Networks is a study carried out by Marktest since 2011, with the objective of knowing indices of awareness, use, opinion and habits of the Portuguese regarding social networks. The information was collected through online interviews, carried out between the 11th and 22nd of July 2022, based on a self-completed questionnaire. The sample consisted of 800 interviews with individuals between the ages of 15 and 64, residing in Mainland Portugal and users of social networks. This universe is estimated by the Bareme Internet study by Marktest at 5,621,000 individuals.
Contact us for more information about this study.