Marketing

WhatsApp dominance in frequency – eCommerce magazine

When developing a social media strategy, it is of course not only helpful for communicators to know how many users are using which social media channels. But also, for example, how often they do this. Factenkontor examined this together with the IMWF and the market research company Toluna in the new Social Media Atlas 2021. The basis for the long-term series of studies on social media use in Germany is a representative survey of 3,500 Internet users aged 16 and over.

Social media channels: More than every second respondent uses WhatsApp every day

Although seven out of ten online users use YouTube, only three of them do so every day. WhatsApp is clearly ahead here: The messenger in a green robe comes under the fingers of 53 percent of those surveyed every day. In other words: More than every second Internet user uses WhatsApp every day. No other social media service has achieved this feat. With daily use, WhatsApp first comes out of nothing – and then Facebook. Every day, 36 percent of Germans with internet access drop by the social network. At least that’s enough to outperform YouTube in this regard – if not by lengths.

Social media channels

Differentiated according to age groups, there is a clear tendency for almost all top 8 social media channels: The frequency of use decreases with increasing age. There is one noticeable exception: Facebook is on the daily agenda, especially among 30 to 39-year-olds. Almost every second online user of this age (49 percent) visits Facebook every day – more than in any other age group.

Facebook becomes the over 30s network

Teenagers, on the other hand, are the least enthusiastic about Facebook. While WhatsApp (72 percent), YouTube (63 percent), Instagram (60 percent), Snapchat (42 percent) and TikTok (33 percent) seduce this age group into daily visits more successfully than any other, Facebook shows its weakest performance here: only 13 of one hundred Internet users between the ages of 16 and 19 can be seen on the social network every day. Significantly less than even among the silver surfers aged 60 and over, of whom almost one in four (24 percent) is on Facebook every day. A closer look at the frequency of use of the social media channels confirms that Facebook is now primarily a meeting place for older users – a kind of over 30s network, so to speak.

The current user development on Instagram is strikingly similar to that of Facebook in 2015. In both cases, the market shares among older people are still increasing, but are already falling among teenagers. In the case of Facebook, this turned out to be a harbinger of the general decline in users and the increasing alienation from young people. Roland Heintze assumes that this development will also be reflected in Instagram.

For the current social media atlas, 3,500 internet users aged 16 and over, representative of their age, gender and state, were asked about their social media use in the form of an online panel. The survey was conducted in December 2020 and January 2021. The full study can be found at Factual account can be ordered for a nominal fee of 490 euros (plus VAT). (sg)

Also read: Teenage social media usage plummets to a new record low