INSIGHTS 2020
App & social media usage
US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2020 05 Editorial
07 Apps CONTENTS 23 Social media
59 About the study
AudienceProject Insights 2020 3 4 AudienceProject Insights 2020 Instagram climbs the ladder, TikTok has a long way to go
Instagram has become the best platform for brand advocacy, while TikTok, despite the (positive and negative) hype, is some way behind still.
The dominance of the US tech giants continues. In most countries, more than half of the top 10 most important apps are owned by Facebook or Google. It is especially the Facebook-owned apps which dominate the top lists with Facebook or WhatsApp being named as the most essential app in all countries but Sweden. Also, Instagram is among people’s top picks.
Besides being one of the most essential apps, Instagram is also increasing its share of users across all countries and is now the second most used social media in Sweden. At the same time, Instagram is one of the social media that is used most EDITORIAL frequently, with more than two- thirds of Instagram users using the platform daily.
All of this, of course, makes Instagram a highly relevant advertising platform, but what makes it particularly interesting to our industry is the fact that it is the social media used by most people to follow brands. In most countries, more than one-third of Instagram users use the platform with the purpose of following brands, indicating that Instagram delivers a platform with users who are highly receptive to commercial engagement.
Finally, we see that the up and coming challenger of the social media world - TikTok - still has a long way to go to become a mainstream platform. Only in the US and Norway, TikTok is used by more than 10% of the online population - and mainly among the younger generation.
Rune Werliin Chief Product Officer @ AudienceProject
AudienceProject Insights 2020 5 6 AudienceProject Insights 2020 APPS
In most countries, more than half of the top 10 most important apps are owned by Facebook and Google. Especially Facebook and WhatsApp are considered crucial apps, being named as the most important app in all countries except Sweden. Also, Instagram is among people’s most essential apps. Notably among the younger generation, where it is considered one of the two most important apps across all countries.
AudienceProject Insights 2020 7 Facebook remains the most important app among Americans Note: The figures represent how many that name the following apps as one of the three [ Which apps can Americans least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
1 Facebook 26% 1 Facebook 21% 1 Facebook 21% 1 Facebook 17% 0
2 Amazon 11% 2 Instagram 11% 2 Instagram 11% 2 Instagram 13% 0
3 YouTube 11% 3 Gmail 8% 3 Gmail 8% 3 Gmail 9% 0
4 Instagram 10% 4 Twitter 7% 4 YouTube 8% 4 YouTube 8% 0
5 Twitter 8% 5 Google Maps 7% 5 Snapchat 6% 5 Twitter 7% +2
6 Google Maps 6% 6 YouTube 7% 6 Messenger 6% 6 Chrome 6% +5
7 Snapchat 6% 7 Messenger 6% 7 Twitter 6% 7 Google Maps 6% +1
8 Chrome 5% 8 Snapchat 5% 8 Google Maps 6% 8 WhatsApp 5% +5
The Weather 9 5% 9 Chrome 5% 9 Google 5% 9 Amazon 5% +1 Channel
10 Gmail 5% 10 Google 4% 10 Amazon 4% 10 Messenger 5% -4
8 AudienceProject Insights 2020 Instagram is the most important app among the 15-35-year-old Americans
[ Which apps can Americans least do without on their mobile? ]
Men 15-25 26-35
1 Facebook 15% 1 Instagram 27% 1 Instagram 19%
2 YouTube 10% 2 YouTube 17% 2 Facebook 16%
3 Instagram 10% 3 Snapchat 15% 3 YouTube 12% Note: 4 Twitter 10% 4 Twitter 13% 4 Twitter 10% The figures represent how many that name 5 Gmail 9% 5 Facebook 12% 5 Gmail 10% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 Facebook 18% 1 Facebook 22% 1 Facebook 17% 1 Facebook 17%
2 Instagram 16% 2 Instagram 11% 2 Gmail 11% 2 Google Maps 8%
3 Gmail 9% 3 Gmail 10% 3 Google Maps 8% 3 Gmail 7%
4 Amazon 7% 4 Amazon 7% 4 Instagram 8% 4 Amazon 6%
5 YouTube 6% 5 Twitter 7% 5 Amazon 8% 5 Google 5%
AudienceProject Insights 2020 9 WhatsApp remains the most important app among Brits Note: The figures represent how many that name the following apps as one of the three [ Which apps can Brits least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
1 Facebook 32% 1 Facebook 24% 1 WhatsApp 27% 1 WhatsApp 24% 0
2 WhatsApp 18% 2 WhatsApp 23% 2 Facebook 23% 2 Facebook 15% 0
3 Messenger 11% 3 Instagram 12% 3 Instagram 12% 3 Instagram 10% 0
4 Twitter 10% 4 Messenger 8% 4 Messenger 10% 4 Messenger 6% 0
5 Instagram 9% 5 Twitter 8% 5 Gmail 7% 5 Twitter 5% +1
6 Google Maps 8% 6 Gmail 7% 6 Twitter 7% 6 Gmail 4% -1
7 Snapchat 6% 7 Google Maps 7% 7 Spotify 7% 7 Spotify 4% 0
8 YouTube 6% 8 Spotify 6% 8 Google Maps 7% 8 Google Maps 4% 0
9 Amazon 6% 9 BBC News 5% 9 BBC News 6% 9 Google 4% +4
10 eBay 5% 10 Snapchat 5% 10 Chrome 5% 10 BBC News 4% -1
10 AudienceProject Insights 2020 Instagram is the most important app among the 15-25-year-old Brits
[ Which apps can Brits least do without on their mobile? ]
Men 15-25 26-35
1 WhatsApp 21% 1 Instagram 27% 1 WhatsApp 32%
2 Facebook 12% 2 WhatsApp 19% 2 Facebook 13%
3 Twitter 6% 3 Messenger 13% 3 Instagram 13% Note: 4 Instagram 6% 4 Snapchat 12% 4 Messenger 7% The figures represent how many that name 5 Messenger 5% 5 Facebook 10% 5 Gmail 7% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 WhatsApp 25% 1 WhatsApp 26% 1 WhatsApp 20% 1 WhatsApp 19%
2 Facebook 16% 2 Facebook 16% 2 Facebook 18% 2 Facebook 12%
3 Instagram 13% 3 Google Maps 5% 3 Twitter 7% 3 Google 8%
4 Messenger 7% 4 Spotify 5% 4 BBC News 5% 4 BBC News 6%
5 Gmail 4% 5 Outlook 5% 5 Spotify 5% 5 Outlook 4%
AudienceProject Insights 2020 11 WhatsApp is by far the most important app among Germans
[ Which apps can Germans least do without on their mobile? ]
Note: 2020 (Q3) The figures represent how many that name the following apps as one of the three apps they least can do without
1 WhatsApp 60%
2 Facebook 15%
3 Instagram 12%
4 Google 7%
5 YouTube 6%
6 Google Maps 6%
7 Amazon 4%
8 Spotify 4%
eBay 9 4% Kleinanzeigen
10 Gmail 4%
12 AudienceProject Insights 2020 WhatsApp is the most important app among all age groups in Germany
[ Which apps can Germans least do without on their mobile? ]
Men 15-25 26-35
1 WhatsApp 54% 1 WhatsApp 76% 1 WhatsApp 66%
2 Facebook 10% 2 Instagram 30% 2 Instagram 22%
3 Instagram 8% 3 YouTube 22% 3 Facebook 16% Note: 4 YouTube 8% 4 Facebook 13% 4 Spotify 9% The figures represent how many that name 5 Google Maps 8% 5 Spotify 6% 5 YouTube 8% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 WhatsApp 67% 1 WhatsApp 62% 1 WhatsApp 57% 1 WhatsApp 50%
2 Facebook 21% 2 Facebook 20% 2 Facebook 16% 2 Facebook 14%
3 Instagram 16% 3 Instagram 9% 3 Google 7% 3 Google 12%
4 Google 8% 4 Google Maps 6% 4 Instagram 6% 4 Google Maps 7% eBay eBay eBay 5 5% 5 6% 5 Google Maps 6% 5 4% Kleinanzeigen Kleinanzeigen Kleinanzeigen
AudienceProject Insights 2020 13 Facebook regains its position as the most important app in Denmark Note: The figures represent how many that name the following apps as one of the three [ Which apps can Danes least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
1 Facebook 30% 1 Facebook 26% 1 MobilePay 25% 1 Facebook 25% +1
2 MobilePay 24% 2 MobilePay 26% 2 Facebook 24% 2 MobilePay 25% -1
3 Messenger 11% 3 Messenger 12% 3 Messenger 15% 3 Messenger 18% 0
4 Rejseplanen 8% 4 Instagram 11% 4 Instagram 13% 4 Instagram 13% 0
5 Spotify 7% 5 Snapchat 7% 5 Snapchat 8% 5 Snapchat 7% 0
NemID 6 Gmail 7% 6 e-Boks 7% 6 Rejseplanen 6% 6 7% +11 nøgleapp
7 Snapchat 7% 7 Rejseplanen 7% 7 Google Maps 6% 7 Google Maps 6% 0
8 DMI Vejr 6% 8 Google 5% 8 Gmail 5% 8 e-Boks 6% +1
9 Google Maps 6% 9 Gmail 5% 9 e-Boks 5% 9 Spotify 6% +3
10 Instagram 6% 10 Google Maps 4% 10 YouTube 4% 10 Rejseplanen 5% -4
14 AudienceProject Insights 2020 MobilePay is the most important app among men and the older Danes
[ Which apps can Danes least do without on their mobile? ]
Men 15-25 26-35
1 MobilePay 23% 1 Messenger 54% 1 Facebook 30%
2 Facebook 20% 2 Instagram 35% 2 Instagram 29%
3 Messenger 10% 3 Facebook 34% 3 Messenger 22% NemID Note: 4 8% 4 Snapchat 24% 4 MobilePay 18% nøgleapp The figures represent how many that name 5 Google Maps 8% 5 MobilePay 19% 5 Snapchat 10% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 Facebook 30% 1 Facebook 28% 1 MobilePay 29% 1 MobilePay 33%
2 MobilePay 27% 2 MobilePay 21% 2 Facebook 23% 2 Facebook 18%
3 Messenger 26% 3 Messenger 11% 3 Messenger 13% 3 Coop 8% NemID 4 Instagram 20% 4 e-Boks 9% 4 10% 4 Google 8% nøgleapp NemID 5 Snapchat 9% 5 Google Maps 8% 5 e-Boks 8% 5 7% nøgleapp
AudienceProject Insights 2020 15 BankID is considered increasingly important among Swedes Note: The figures represent how many that name the following apps as one of the three [ Which apps can Swedes least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
BankID BankID BankID BankID 1 23% 1 29% 1 29% 1 30% 0 säkerhetsapp säkerhetsapp säkerhetsapp säkerhetsapp Swish Swish 2 Facebook 22% 2 Instagram 19% 2 17% 2 16% 0 payments payments
3 Instagram 15% 3 Facebook 17% 3 Instagram 14% 3 Instagram 16% 0
Swish 4 Spotify 15% 4 17% 4 Facebook 13% 4 Facebook 16% 0 payments Swish 5 11% 5 Spotify 11% 5 Messenger 10% 5 Messenger 11% 0 payments Swedbank 6 8% 6 Messenger 11% 6 Spotify 10% 6 Spotify 10% 0 privat Swedbank Swedbank 7 Snapchat 7% 7 7% 7 7% 7 Snapchat 6% +1 privat privat Swedbank 8 Messenger 7% 8 Snapchat 7% 8 Snapchat 6% 8 6% -1 privat
9 Gmail 5% 9 WhatsApp 4% 9 WhatsApp 4% 9 Gmail 4% +4
10 SMHI Väder 5% 10 YouTube 4% 10 Nordea Mobile 4% 10 WhatsApp 4% -1
16 AudienceProject Insights 2020 Instagram is the most important app among the 15-25-year-old Swedes
[ Which apps can Swedes least do without on their mobile? ]
Men 15-25 26-35
BankID BankID 1 31% 1 Instagram 37% 1 38% säkerhetsapp säkerhetsapp Swish 2 16% 2 Snapchat 26% 2 Instagram 21% payments Swish 3 Facebook 15% 3 Messenger 24% 3 18% payments Note: 4 Spotify 9% 4 Spotify 22% 4 Messenger 17% The figures represent how many that name BankID 5 Instagram 9% 5 18% 5 Facebook 17% the following apps as one of the three apps säkerhetsapp they least can do without
Women 36-45 46-55 56+
BankID BankID BankID BankID 1 29% 1 30% 1 32% 1 31% säkerhetsapp säkerhetsapp säkerhetsapp säkerhetsapp Swish Swish 2 Instagram 23% 2 18% 2 Facebook 20% 2 17% payments payments Swish Swish 3 17% 3 Facebook 16% 3 19% 3 Facebook 14% payments payments 4 Facebook 17% 4 Instagram 14% 4 Spotify 8% 4 Instagram 7%
5 Messenger 16% 5 Spotify 8% 5 Instagram 8% 5 Google 7%
AudienceProject Insights 2020 17 Facebook remains the most important app among Norwegians Note: The figures represent how many that name the following apps as one of the three [ Which apps can Norwegians least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
1 Facebook 32% 1 Snapchat 21% 1 Facebook 21% 1 Facebook 19% 0
2 Snapchat 23% 2 Facebook 21% 2 Snapchat 20% 2 Snapchat 19% 0
3 Spotify 15% 3 Messenger 14% 3 Instagram 17% 3 Instagram 16% 0
4 Instagram 14% 4 Instagram 12% 4 Messenger 15% 4 Messenger 12% 0
5 Messenger 13% 5 Spotify 10% 5 Spotify 10% 5 Vipps 9% +1
6 Yr 8% 6 Vipps 10% 6 Vipps 9% 6 Spotify 7% -1
7 Vipps 8% 7 Yr 7% 7 Yr 7% 7 Yr 6% 0
8 VG 7% 8 Chrome 4% 8 RuterBillett 5% 8 YouTube 4% +5
9 Gmail 5% 9 RuterBillett 4% 9 Chrome 4% 9 RuterBillett 4% -1
10 YouTube 4% 10 Gmail 4% 10 VG 3% 10 VG 4% 0
18 AudienceProject Insights 2020 Snapchat is the most important app among women and the younger Norwegians
[ Which apps can Norwegians least do without on their mobile? ]
Men 15-25 26-35
1 Facebook 18% 1 Snapchat 46% 1 Snapchat 27%
2 Snapchat 16% 2 Instagram 39% 2 Instagram 26%
3 Instagram 12% 3 Messenger 18% 3 Facebook 23% Note: 4 Vipps 9% 4 Facebook 17% 4 Messenger 20% The figures represent how many that name 5 Messenger 8% 5 YouTube 16% 5 Spotify 8% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 Snapchat 21% 1 Facebook 22% 1 Facebook 17% 1 Facebook 17%
2 Facebook 20% 2 Snapchat 16% 2 Vipps 14% 2 Yr 14%
3 Instagram 20% 3 Messenger 12% 3 Yr 8% 3 Vipps 11%
4 Messenger 16% 4 Instagram 10% 4 Snapchat 8% 4 Google 7%
5 Vipps 9% 5 Vipps 8% 5 Messenger 7% 5 RuterBillett 6%
AudienceProject Insights 2020 19 WhatsApp remains the most important app among Finns Note: The figures represent how many that name the following apps as one of the three [ Which apps can Finns least do without on their mobile? ] apps they least can do without
2017 (Q2) 2018 (Q4) 2019 (Q3) 2020 (Q3)
1 WhatsApp 39% 1 WhatsApp 49% 1 WhatsApp 53% 1 WhatsApp 47% 0
2 Facebook 30% 2 Facebook 24% 2 Facebook 23% 2 Facebook 26% 0
3 Spotify 16% 3 Instagram 21% 3 Instagram 23% 3 Instagram 24% 0
4 Instagram 14% 4 Spotify 10% 4 Spotify 10% 4 Spotify 10% 0
5 YouTube 9% 5 Snapchat 9% 5 Snapchat 8% 5 OP-Mobiili 7% +2
6 Google Maps 7% 6 YouTube 7% 6 Gmail 8% 6 Gmail 6% 0
7 Gmail 6% 7 Gmail 6% 7 OP-Mobiili 7% 7 Nordea Mobile 6% +3
8 Messenger 6% 8 Messenger 6% 8 YouTube 6% 8 Snapchat 6% -3
9 Snapchat 6% 9 OP-mobiili 6% 9 Messenger 6% 9 Messenger 5% 0
10 YLE Areena 6% 10 Google Maps 5% 10 Nordea Mobile 5% 10 Google 5% +6
20 AudienceProject Insights 2020 WhatsApp is the most important app among all age groups in Finland
[ Which apps can Finns least do without on their mobile? ]
Men 15-25 26-35
1 WhatsApp 38% 1 WhatsApp 54% 1 WhatsApp 59%
2 Facebook 17% 2 Instagram 52% 2 Instagram 37%
3 Instagram 11% 3 Facebook 30% 3 Facebook 24% Note: 4 Spotify 9% 4 Snapchat 28% 4 Spotify 15% The figures represent how many that name 5 Chrome 8% 5 Spotify 18% 5 OP-Mobiili 11% the following apps as one of the three apps they least can do without
Women 36-45 46-55 56+
1 WhatsApp 55% 1 WhatsApp 44% 1 WhatsApp 45% 1 WhatsApp 35%
2 Instagram 37% 2 Facebook 23% 2 Facebook 30% 2 Facebook 24%
3 Facebook 34% 3 Instagram 16% 3 Instagram 14% 3 Google 12%
4 Spotify 11% 4 Spotify 9% 4 Nordea Mobile 8% 4 Yle 7%
5 Snapchat 8% 5 Messenger 8% 5 OP-Mobiili 6% 5 Gmail 7%
AudienceProject Insights 2020 21 22 AudienceProject Insights 2020 SOCIAL MEDIA
More than eight out of ten people across all countries use a Facebook-owned social media. Though Facebook is the most used social media, it is mainly WhatsApp and Instagram attracting new users. In all countries, more people use Instagram, and among the younger generation, it is one of the most popular social media. Additionally, Instagram is the social media used by most people to follow brands.
AudienceProject Insights 2020 23 2017 (Q2) YouTube is now the most used social media in the US 2018 (Q4) 2019 (Q3) [ How many Americans use the following social media? ] 2020 (Q3)
80 % 77 83% % 72 71 71 of Americans use a % % % Facebook-owned 67 68 % social media* 64 % % *Facebook, Instagram and WhatsApp
51 81% use Facebook and/or Instagram % 46 46 % % 41 40 39 % % 37 % % 35 34 35 % % 31 % 32 32 % % % 29 28 % % 26 25 24 % 22 % 23 22 % % % % 19 17 16 16 % % % % 12 13 13 12 12 % % % % % 10 % 8 7 % %
YouTube Facebook Instagram Twitter Pinterest LinkedIn Reddit Snapchat WhatsApp TikTok Tumblr +1 -1 0 0 0 0 +1 -1 0 - 0
24 AudienceProject Insights 2020 Three quarters of both genders in the US use YouTube
[ How many Americans use the following social media? ]
72% YouTube 72%
64% Facebook 80%
45% Instagram 56%
43% Twitter 36%
18% Pinterest 53%
36% LinkedIn 28%
28% Reddit 16%
20% Snapchat 24%
20% WhatsApp 17%
11% TikTok 14% Male
7% Tumblr Female 7%
AudienceProject Insights 2020 25 15-25 Facebook is only used by half of the 15-25-year-olds in the US 26-35 36-45 [ How many Americans use the following social media? ] 46-55 56+
78 78 77 77 % 76 76 % % % 73 % % % 70 % 67 % 63 63 % %
56 % 50 48 48 % 47 47 % % % % 43 % 40 40 40 39 39 39 % % 38 % % % 36 % 35 % % 33 32 % 31 % % 30 % % 27 26 26 % % 23 % 22 % 20 19 % 19 18 % % % 17 16 % % 15 % 13 % 13 11 11 % % 10 8 % % 7 % % 6 5 % 5 % 3 % 2 % % %
YouTube Facebook Instagram Twitter Pinterest LinkedIn Reddit Snapchat WhatsApp TikTok Tumblr
26 AudienceProject Insights 2020 Two thirds of American YouTube users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Americans use the following social media? ]
Facebook Instagram YouTube TikTok
Daily 73% Daily 63% Daily 62% Daily 56%
Weekly 93% Weekly 90% Weekly 92% Weekly 87%
Monthly 98% Monthly 97% Monthly 98% Monthly 96%
Snapchat Twitter Reddit WhatsApp
Daily 54% Daily 52% Daily 52% Daily 50%
Weekly 83% Weekly 84% Weekly 82% Weekly 78%
Monthly 92% Monthly 96% Monthly 95% Monthly 91%
Tumblr Pinterest LinkedIn
Daily 31% Daily 26% Daily 22%
Weekly 68% Weekly 68% Weekly 63%
Monthly 88% Monthly 91% Monthly 87%
AudienceProject Insights 2020 27 2017 (Q2) WhatsApp is closing in on Facebook as the most used social media in the UK 2018 (Q4) 2019 (Q3) [ How many Brits use the following social media? ] 2020 (Q3)
79 78 77 % 77 76 % % % 92% % of Brits use a
67 67 Facebook-owned 66 % % social media* % 62 62 *Facebook, Instagram and WhatsApp 59 % % %
83% use Facebook and/or Instagram
48 47 % 45 % % 41 41 40 40 % % % 38 % % 32 32 % 29 % 28 % % 25 24 23 22 % % 22 % 20 % 19 % 18 % 18 % % % 12 9 9 % 9 8 % 7 % % % % 5 5 4 % % %
Facebook WhatsApp YouTube Instagram Twitter LinkedIn Pinterest Snapchat Reddit TikTok Tumblr 0 0 0 0 0 0 0 0 0 - 0
28 AudienceProject Insights 2020 Facebook and WhatsApp are equally used by British men
[ How many Brits use the following social media? ]
73% Facebook 85%
73% WhatsApp 81%
71% YouTube 63%
37% Instagram 56%
43% Twitter 37%
37% LinkedIn 28%
13% Pinterest 34%
13% Snapchat 23%
18% Reddit 7%
7% TikTok 12% Male
4% Tumblr Female 7%
AudienceProject Insights 2020 29 15-25 WhatsApp is the most used social media by younger people in the UK 26-35 36-45 [ How many Brits use the following social media? ] 46-55 56+
85 % 82 80 80 79 79 79 % % % % % % 75 75 76 % % 72 % 73 % % 66 % 63 62 % 61 % % 57 % 52 % 49 % 45 44 43 % % % 40 41 % 37 % % 34 34 % % 30 28 % 28 % % 26 % 24 23 24 24 22 % % % 21 20 20 % % % 19 % % %
13 12 % 9 % 9 9 10 % % % % 5 6 6 % % 3 % 2 3 2 2 % 1 % % % % %
Facebook WhatsApp YouTube Instagram Twitter LinkedIn Pinterest Snapchat Reddit TikTok Tumblr
30 AudienceProject Insights 2020 Six out of ten British Twitter users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Brits use the following social media? ]
Facebook WhatsApp Instagram Twitter
Daily 79% Daily 73% Daily 66% Daily 59%
Weekly 95% Weekly 94% Weekly 91% Weekly 87%
Monthly 98% Monthly 99% Monthly 97% Monthly 96%
Snapchat Reddit TikTok YouTube
Daily 52% Daily 49% Daily 47% Daily 46%
Weekly 82% Weekly 81% Weekly 88% Weekly 88%
Monthly 92% Monthly 98% Monthly 96% Monthly 97%
Tumblr LinkedIn Pinterest
Daily 27% Daily 23% Daily 19%
Weekly 63% Weekly 64% Weekly 62%
Monthly 89% Monthly 89% Monthly 90%
AudienceProject Insights 2020 31 2018 (Q4) Facebook drops to the third most used social media in Germany 2019 (Q3) 2020 (Q3) [ How many Germans use the following social media? ]
87 % 90% 81 80 % % of Germans use a Facebook-owned social media* 69 % *Facebook, Instagram and WhatsApp 65 % 63 63 61 60 % % % % 68% use Facebook and/or Instagram
41 % 37 35 % %
27 26 25 % % % 21 % 19 17 17 16 16 % 17 % % % % % 13 13 % % 9 10 10 % % % 6 6 3 3 % % 4 4 3 % % % % %
WhatsApp YouTube Facebook Instagram Pinterest Twitter Xing LinkedIn Snapchat Reddit TikTok Tumblr 0 +1 -1 0 0 0 0 0 0 +1 - -1
32 AudienceProject Insights 2020 WhatsApp is highly used by both genders in Germany
[ How many Germans use the following social media? ]
86% WhatsApp 88%
71% YouTube 67%
58% Facebook 67%
35% Instagram 48%
15% Pinterest 38%
23% Twitter 18%
21% Xing 17%
19% LinkedIn 16%
7% Snapchat 13%
9% Reddit 3%
5% TikTok 7% Male
3% Female Tumblr 3%
AudienceProject Insights 2020 33 15-25 Facebook is only used by half of the 15-25-year-olds in Germany 26-35 36-45 [ How many Germans use the following social media? ] 46-55 56+
94 % 89 89 % 87 % % 85 % 82 % 78 % 71 % 69 68 % 67 % 64 % 61 % 61 % 58 % % 56 % 51 %
43 % 40 % 35 % 31 29 % 29 % 26 26 % 25 25 24 % % % 22 23 23 % 23 22 % % % % 20 21 % 19 % % 19 % 16 % % 14 14 15 % % % 11 % 10 8 % 8 9 6 % 6 % 7 % % 4 4 4 % 4 % 3 % 2 2 3 3 2 % % % % % % % % 0 % % %
WhatsApp YouTube Facebook Instagram Pinterest Twitter Xing LinkedIn Snapchat Reddit TikTok Tumblr
34 AudienceProject Insights 2020 Nine out of ten German WhatsApp users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Germans use the following social media? ]
WhatsApp Facebook Instagram TikTok
Daily 89% Daily 68% Daily 62% Daily 47%
Weekly 98% Weekly 91% Weekly 89% Weekly 89%
Monthly 99% Monthly 96% Monthly 97% Monthly 96%
YouTube Twitter Snapchat Pinterest
Daily 47% Daily 47% Daily 47% Daily 26%
Weekly 87% Weekly 81% Weekly 74% Weekly 71%
Monthly 98% Monthly 94% Monthly 95% Monthly 93%
Reddit Tumblr LinkedIn Xing
Daily 24% Daily 19% Daily 18% Daily 15%
Weekly 74% Weekly 51% Weekly 63% Weekly 55%
Monthly 94% Monthly 84% Monthly 90% Monthly 88%
AudienceProject Insights 2020 35 2016 (Q4) Instagram is the only social media in Denmark increasing the share of users 2017 (Q2) 2018 (Q4) [ How many Danes use the following social media? ] 2019 (Q3) 2020 (Q3)
80 79 78 % % 77 77 82% % % % of Danes use a Facebook-owned social media*
*Facebook, Instagram and WhatsApp 57 55 55 % % % 52 52 80% use Facebook and/or Instagram % %
43 40 40 % 41 % % % 37 % 34 34 33 33 % % 32 30 31 % % 29 % % % % 27 27 % %
17 17 17 16 15 14 14 % % % 14 % 14 12 12 12 % 13 12 % % % % % % 9 % % % % 5 5 4 4 4 3 3 % 2 % % % % 2 2 % % % % %
Facebook YouTube Instagram LinkedIn Snapchat Pinterest WhatsApp Twitter Reddit TikTok Tumblr 0 0 0 0 0 0 0 0 0 - 0
36 AudienceProject Insights 2020 Twice as many women as men use Instagram in Denmark
[ How many Danes use the following social media? ]
68% Facebook 85%
53% YouTube 51%
29% Instagram 56%
36% LinkedIn 32%
21% Snapchat 45%
9% Pinterest 25%
14% WhatsApp 14%
16% Twitter 9%
6% Reddit 3%
2% TikTok 6% Male
2% Tumblr Female 2%
AudienceProject Insights 2020 37 15-25 Snapchat is used by seven out of ten of the 15-25-year-olds in Denmark 26-35 36-45 [ How many Danes use the following social media? ] 46-55 56+
85 86 % %
76 77 % % 72 71 % 68 % % 62 % 60 59 % 58 % % 54 % 50 %
42 42 43 41 % % % 39 % 36 % % 30 28 % % 23 22 21 22 22 21 % % % % % % 18 17 16 % 15 % 14 13 14 13 % % % % 12 12 10 11 % 10 % 10 10 % % % 9 % % % % % 4 4 4 3 3 2 % 1 1 % % 1 1 % % 1 1 % % % % % % %
Facebook YouTube Instagram LinkedIn Snapchat Pinterest WhatsApp Twitter Reddit TikTok Tumblr
38 AudienceProject Insights 2020 A quarter of Danish LinkedIn users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Danes use the following social media? ]
Facebook Instagram Snapchat Reddit
Daily 80% Daily 70% Daily 60% Daily 49%
Weekly 96% Weekly 93% Weekly 88% Weekly 78%
Monthly 99% Monthly 99% Monthly 97% Monthly 98%
TikTok Tumblr YouTube Twitter
Daily 47% Daily 44% Daily 39% Daily 38%
Weekly 85% Weekly 65% Weekly 78% Weekly 71%
Monthly 97% Monthly 85% Monthly 97% Monthly 90%
WhatsApp LinkedIn Pinterest
Daily 26% Daily 25% Daily 23%
Weekly 66% Weekly 70% Weekly 65%
Monthly 87% Monthly 93% Monthly 94%
AudienceProject Insights 2020 39 2016 (Q4) Instagram is now the second most used social media in Sweden 2017 (Q2) 2018 (Q4) [ How many Swedes use the following social media? ] 2019 (Q3) 2020 (Q3)
79 80 80 78 % % % % 87% 74 % of Swedes use a Facebook-owned social media* 62 63 61 *Facebook, Instagram and WhatsApp 60 % % 60 % 59 % 57 57 % % % % 52 85% use Facebook and/or Instagram % 47 %
30 30 29 27 % 28 % 28 25 26 26 % 26 % 26 % % 25 25 24 % 23 % % % % % % % % 20 19 % 17 16 % 16 17 17 16 14 14 % % % % % % % % 8 % 5 4 4 4 4 4 3 3 % % % % % % 2 % % %
Facebook Instagram YouTube WhatsApp Snapchat LinkedIn Pinterest Twitter TikTok Reddit Tumblr 0 +1 -1 0 0 0 +1 -1 - 0 0
40 AudienceProject Insights 2020 Three quarters of Swedish women use Instagram
[ How many Swedes use the following social media? ]
75% Facebook 85%
50% Instagram 75%
63% YouTube 58%
27% WhatsApp 33%
20% Snapchat 41%
33% LinkedIn 25%
10% Pinterest 30%
20% Twitter 12%
4% TikTok 11%
7% Reddit 3% Male
2% Tumblr Female 2%
AudienceProject Insights 2020 41 15-25 Facebook has close to full reach among the 15-25-year-olds in Sweden 26-35 36-45 [ How many Swedes use the following social media? ] 46-55 56+
95 %
87 84 83 % % 80 % % 77 % 75 73 % 70 % % 65 64 % % 57 58 57 % % %
45 46 % 44 % % 37 37 34 35 % % 32 % 30 % 31 % 29 29 % % % 27 % % 25 23 23 % % % 21 21 20 17 % % % 18 16 15 % % % 14 11 % % 12 % 10 7 % 7 8 % 7 7 % % % % % 3 3 3 2 % % 1 % 1 1 1 % 0 % % % % %
Facebook Instagram YouTube WhatsApp Snapchat LinkedIn Pinterest Twitter TikTok Reddit Tumblr
42 AudienceProject Insights 2020 Three quarters of Swedish Instagram users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Swedes use the following social media? ]
Facebook Instagram Snapchat TikTok
Daily 79% Daily 78% Daily 67% Daily 63%
Weekly 95% Weekly 95% Weekly 87% Weekly 86%
Monthly 98% Monthly 98% Monthly 95% Monthly 97%
YouTube Twitter WhatsApp Reddit
Daily 50% Daily 48% Daily 43% Daily 36%
Weekly 88% Weekly 73% Weekly 78% Weekly 71%
Monthly 97% Monthly 90% Monthly 93% Monthly 92%
Tumblr LinkedIn Pinterest
Daily 28% Daily 27% Daily 22%
Weekly 45% Weekly 71% Weekly 70%
Monthly 70% Monthly 90% Monthly 93%
AudienceProject Insights 2020 43 2016 (Q4) Facebook is the only social media in Norway decreasing the share of users 2017 (Q2) 2018 (Q4) [ How many Norwegians use the following social media? ] 2019 (Q3) 2020 (Q3)
85 85 85 % % % 83 % 81 88% % of Norwegians use a Facebook-owned social media*
64 *Facebook, Instagram and WhatsApp 62 62 % 60 61 60 60 60 60 % % % 57 % % % % % 57 58 % 55 % % 86% use Facebook and/or Instagram % 50 49 % %
27 % 24 21 22 21 % 22 21 % % 20 20 19 20 19 % % % % % % 16 % 17 17 16 % 14 15 % 15 % % % % % % 11 12 % % 6 7 5 % 4 % 4 4 3 3 % % % % 2 % % %
Facebook Snapchat YouTube Instagram LinkedIn WhatsApp Twitter Pinterest TikTok Reddit Tumblr 0 0 0 0 0 +2 -1 -1 - 0 0
44 AudienceProject Insights 2020 Three quarters of Norwegian women use Snapchat
[ How many Norwegians use the following social media? ]
74% Facebook 88%
50% Snapchat 74%
62% YouTube 58%
45% Instagram 72%
27% LinkedIn 21%
22% WhatsApp 22%
23% Twitter 18%
10% Pinterest 28%
10% TikTok 13%
10% Reddit 5% Male
4% Tumblr Female 3%
AudienceProject Insights 2020 45 15-25 Snapchat is highly used by both the young and middle-aged in Norway 26-35 36-45 [ How many Norwegians use the following social media? ] 46-55 56+
91 %
83 84 % % 78 % 76 % 70 70 69 70 69 70 % % % % % % 65 66 66 % % % 60 % 57 % 55 % 48 % 42 % 40 % 38 %
30 29 28 27 % % 26 % 25 % % 24 24 24 24 % % % % % 20 21 21 20 18 19 18 % % 19 % % % % % % 15 15 13 % % % 10 11 % 8 % 8 8 % 5 % % 6 % % 3 2 2 1 % 1 1 % % % % %
Facebook Snapchat YouTube Instagram LinkedIn WhatsApp Twitter Pinterest TikTok Reddit Tumblr
46 AudienceProject Insights 2020 Three quarters of Norwegian Snapchat users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Norwegians use the following social media? ]
Facebook Snapchat Instagram TikTok
Daily 81% Daily 74% Daily 67% Daily 49%
Weekly 97% Weekly 95% Weekly 92% Weekly 86%
Monthly 99% Monthly 99% Monthly 98% Monthly 97%
YouTube Reddit Twitter WhatsApp
Daily 46% Daily 41% Daily 40% Daily 38%
Weekly 85% Weekly 78% Weekly 76% Weekly 70%
Monthly 97% Monthly 96% Monthly 93% Monthly 85%
Tumblr Pinterest LinkedIn
Daily 38% Daily 21% Daily 17%
Weekly 70% Weekly 64% Weekly 62%
Monthly 85% Monthly 92% Monthly 89%
AudienceProject Insights 2020 47 2016 (Q4) WhatsApp is getting increasingly popular in Finland 2017 (Q2) 2018 (Q4) [ How many Finns use the following social media? ] 2019 (Q3) 2020 (Q3)
84 % 79 79 93% % % 75 75 75 of Finns use a % % % 72 72 71 71 Facebook-owned % % 68 69 % 69 69 % social media* % % 66 % % % *Facebook, Instagram and WhatsApp
54 80% use Facebook and/or Instagram %
45 46 % %
35 32 % % 27 % 22 23 23 22 % % 20 19 % 20 19 19 % 19 % 17 % 18 18 % 16 16 % % % % 16 16 % % % % 14 14 % % % % 8 % 5 6 3 4 % 3 3 3 3 % % 2 % % % % % %
WhatsApp Facebook YouTube Instagram LinkedIn Pinterest Twitter Snapchat TikTok Reddit Tumblr 0 0 0 0 0 0 0 0 - 0 0
48 AudienceProject Insights 2020 Nine out of ten Finnish women use WhatsApp
[ How many Finns use the following social media? ]
77% WhatsApp 91%
66% Facebook 83%
69% YouTube 73%
39% Instagram 68%
25% LinkedIn 28%
10% Pinterest 36%
25% Twitter 19%
10% Snapchat 28%
6% TikTok 10%
9% Reddit 4% Male
2% Tumblr Female 2%
AudienceProject Insights 2020 49 15-25 Nine out of ten of the 15-35-year-olds in Finland use WhatsApp 26-35 36-45 [ How many Finns use the following social media? ] 46-55 56+
93 % 91 % 87 86 85 % % 84 82 % % % 79 79 % % 74 73 74 73 % % % % 67 67 68 68 % % % %
57 56 % %
44 % 40 37 % % 33 % 29 29 27 % 26 % 26 27 % % % % 23 22 20 21 % 21 % % % 18 % 17 18 17 % 16 % % % % 10 9 10 7 % % % 7 % 5 % 5 5 3 3 % 2 % % % % 1 1 1 1 % % % % % 0 %
WhatsApp Facebook YouTube Instagram LinkedIn Pinterest Twitter Snapchat TikTok Reddit Tumblr
50 AudienceProject Insights 2020 Eight out of ten Finnish WhatsApp users use the platform daily Note: The figures represent how often the ones using the following social media are using the social media [ How often do Finns use the following social media? ]
WhatsApp Facebook Instagram Snapchat
Daily 83% Daily 82% Daily 77% Daily 69%
Weekly 97% Weekly 96% Weekly 96% Weekly 89%
Monthly 99% Monthly 99% Monthly 99% Monthly 97%
Twitter TikTok YouTube Reddit
Daily 50% Daily 48% Daily 42% Daily 35%
Weekly 81% Weekly 92% Weekly 86% Weekly 77%
Monthly 93% Monthly 97% Monthly 97% Monthly 90%
Tumblr LinkedIn Pinterest
Daily 35% Daily 25% Daily 22%
Weekly 61% Weekly 64% Weekly 64%
Monthly 94% Monthly 91% Monthly 91%
AudienceProject Insights 2020 51 Facebook is the social media that most people least can do without Note: The figures represent how many in the online population that name the [ Which social media can people least do without? ] social media as the one they least can do without
Facebook WhatsApp YouTube Instagram Snapchat Twitter LinkedIn Pinterest Reddit TikTok Tumblr Xing
US 23% 5% 21% 11% 5% 9% 5% 7% 6% 3% 2% N/A
UK 23% 30% 13% 10% 4% 9% 4% 3% 2% 2% 1% N/A
Germany 13% 51% 17% 8% 1% 3% 1% 3% 1% 1% 0% 2%
Denmark 40% 5% 18% 15% 8% 2% 7% 3% 1% 1% 0% N/A
Sweden 35% 9% 16% 22% 6% 4% 5% 2% 1% 1% 0% N/A
Norway 34% 5% 17% 13% 19% 2% 2% 2% 1% 2% 1% N/A
Finland 21% 44% 14% 11% 3% 3% 2% 1% 1% 1% 0% N/A
52 AudienceProject Insights 2020 One third of Facebook users have considered stopping using Facebook Note: The figures represent how many of the ones using the following social [ Which social media have people considered to stop using? ] media that have considered stopping using the social media
Tumblr Facebook TikTok Snapchat TwitterLinkedIn Instagram Pinterest Reddit WhatsApp YouTube Xing
US 40% 45% 29% 34% 32% 19% 22% 19% 15% 16% 7% N/A
UK 39% 43% 30% 37% 31% 22% 24% 21% 19% 7% 6% N/A
Germany 36% 36% 17% 37% 27% 24% 22% 16% 20% 8% 6% 26%
Denmark N/A 18% 36% 16% 15% 18% 11% 13% N/A 16% 7% N/A
Sweden 30% 34% 35% 25% 24% 13% 15% 14% 13% 11% 6% N/A
Norway 42% 30% 38% 16% 25% 26% 19% 22% 19% 19% 7% N/A
Finland 28% 32% 15% 30% 22% 11% 13% 13% 14% 3% 4% N/A
AudienceProject Insights 2020 53 One third of Instagram users use the platform to follow brands Note: The figures represent how many of the ones using the following social [ How many use the following social media to follow brands / companies? ] media that are using the social media to follow brands / companies
Instagram Twitter LinkedIn Pinterest Facebook YouTube RedditTikTok Tumblr Snapchat WhatsApp Xing
US 36% 35% 20% 24% 19% 19% 15% 11% 15% 11% 6% N/A
UK 36% 31% 20% 25% 14% 12% 10% 4% 6% 4% 1% N/A
Germany 30% 23% 28% 16% 16% 11% 9% 8% 6% 7% 1% 20%
Denmark 40% 22% 27% 22% 19% 9% 5% 9% 9% 2% 3% N/A
Sweden 23% 19% 28% 15% 12% 9% 7% 4% 8% 2% 0% N/A
Norway 28% 20% 31% 24% 15% 9% 19% 11% 3% 6% 3% N/A
Finland 43% 35% 28% 20% 30% 12% 9% 3% 0% 2% 1% N/A
54 AudienceProject Insights 2020 Half of Twitter users use the platform to get news Note: The figures represent how many of the ones using the following social [ How many use the following social media to get news? ] media that are using the social media to get news
Twitter Reddit Facebook LinkedIn YouTube Instagram PinterestTikTok Snapchat Tumblr WhatsApp Xing
US 50% 50% 24% 13% 26% 15% 5% 9% 11% 11% 8% N/A
UK 57% 39% 22% 17% 13% 10% 5% 4% 9% 10% 3% N/A
Germany 59% 40% 33% 22% 24% 25% 17% 11% 17% 9% 17% 21%
Denmark 51% 42% 26% 16% 11% 11% 7% 11% 1% 11% 3% N/A
Sweden 46% 34% 21% 16% 13% 13% 11% 1% 2% 2% 1% N/A
Norway 48% 38% 17% 11% 13% 9% 17% 6% 5% 3% 4% N/A
Finland 52% 28% 25% 15% 10% 10% 3% 7% 1% 0% 3% N/A
AudienceProject Insights 2020 55 More than one third in all countries find social media important to them
[ How important are social media to people? ]
45% 34% 21% 1% US
46% 33% 21% 0% UK
50% 34% 16% 0% Germany
34% 39% 26% 1% Denmark
36% 35% 27% 1% Sweden
43% 37% 19% 1% Norway
56% 29% 14% 1% Finland
Important Neutral Not important Don’t know
56 AudienceProject Insights 2020 One third believe that social media have a positive impact on their lives
[ What impact do people think social media have on their life? ]
34% 45% 17% 4% US
32% 49% 16% 3% UK
34% 54% 8% 5% Germany
28% 53% 11% 9% Denmark
29% 49% 14% 8% Sweden
32% 52% 9% 6% Norway
41% 45% 8% 6% Finland
Positive impact No impact Negative impact Don’t know
AudienceProject Insights 2020 57 58 AudienceProject Insights 2020 Further insights This is just the tip of the iceberg. AudienceProject has in-depth data on the digi- tal market. For more in-depth data about app and social media usage - or other digital trends, please reach out to us.
Methodology The study is a part of AudienceProject Insights 2020. Data is collected through online surveys done in Q3 2020. The respondents have been selected from our Nordic, German, UK and US panels consisting of more than 1.5 million panelists and weighted to achieve representativity on the more than 16.000 respondents who completed the survey. ABOUT THE Editor & Data About AudienceProject Rune Werliin [email protected] AudienceProject is a technology-based +45 60 17 77 76 STUDY market research company founded in Text & Design Denmark and operational worldwide Martin Kokholm that helps publishers, agencies and [email protected] advertisers identify, build, reach and +45 25 61 32 19 measure audiences.
Contact AudienceProject empowers publishers, hello@audienceproject.com agencies and advertisers to collect and Website activate their own audience data, so www.audienceproject.com they can create unique data offerings and show advertisers the true value of Twitter omnichannel marketing. @Audience_P #apinsights2020
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