Today is the world day of social networks, a date that was established and “created” by the Mashable website, in 2010, therefore 11 years ago. Since that time, there has been a leader, Facebook, which was more indisputable than it is today, but if we talk about the Facebook “network”, then there is no doubt that Facebook adds and continues in this market, with a domain that does not seem shake.
Now we all know that social networks, in terms of internet usage, are right after Google and, with the recent past of the pandemic, they have had even more importance in the company, in the approach and in communication, so it is not surprising that data in Portugal continue to demonstrate dominance by Facebook, albeit in a clear decline, while Instagram and Whatsapp register the biggest increases.
These data were revealed by live money, which had access to a study carried out by Marktest on the Portuguese market and allows us to understand how social networks are in our country, with results that may surprise some, but certainly only the most distracted. The study has been carried out since 2008, and the growth of Facebook was continuous until 2013, when it began to lose some glow, being the most used social network, with 87.9% of users using Facebook more frequently.
Now this number, which was monstrous, has been going down. In 2018 it was 65.9%, in 2019 51.5% and last year, in 2020, it was “only” 49.4% is that we use Facebook more frequently. Facebook continues to lead the market, but that means it has lost 44% of its frequent users over the past seven years. However, we are sure that Facebook is not “concerned”.
There are other applications and social networks that belong to Facebook that are growing rapidly, with great emphasis on Instagram, which registers 22.8%, when in 2017 it was only 8.9%. WhatsApp is also following its growth path, currently at 15.5%, compared to 8.9% in 2017.
This means that the top 3 most used social networks in Portugal, the domain of Facebook is of course, as we only find YouTube in fourth place, which registered a small drop from 5.8% registered in 2019 to 5, 2% in 2020. But in fifth place, we see yet another Facebook application, this time Messenger, which also registered a drop from 4.7% to 4.1%, in 2019 and 2020, respectively.
DinheiroVivo highlights another important aspect of the study, which is the dominance of Instagram in use by young people between 15 and 24 years old, with 57% of users in this age group saying it is the social network they use most often. In second is Facebook, with 16% and, in this age group, we already find YouTube, in third, with 10.3%.