The relevance of social media in today’s society is unprecedented, with user penetration reaching high values globally, but especially in Europe. Portugal is no exception, and, in 2023, WhatsApp was the most used social media platform, chosen by 90 percent of internet users. Close behind was Instagram, selected by a rate of 85 percent of respondents. Social media platforms such as TikTok and Pinterest were used by a similar ratio of respondents, between 40 and 46 percent. Imessage, on the other hand, was the platform with the lowest usage rate, as it was used by only 20 percent of the online population.
In Portugal, social media is mostly for young people and women
The Portuguese spend hours on social media daily, especially exchanging messages
In Portugal, using social media is among the most time-consuming media activities performed daily. In 2023, the Portuguese spent on average more than two hours and a half using these social platforms, more than listening to music or reading news online. They mostly dedicated their time on social media sending private messages, and liking and commenting on posts by other users. Posting pictures or videos was performed by less than a half of the population in Portugal, which demonstrates that social platforms are mostly used to communicate with acquaintances.
Most used social media platforms in Portugal in 3rd quarter 2023
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DataReportal, & We Are Social, & Meltwater. (February 23, 2024). Most used social media platforms in Portugal in 3rd quarter 2023 [Graph]. In Statista. Retrieved November 01, 2024, from https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/
DataReportal, und We Are Social, und Meltwater. "Most used social media platforms in Portugal in 3rd quarter 2023." Chart. February 23, 2024. Statista. Accessed November 01, 2024. https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/
DataReportal, We Are Social, Meltwater. (2024). Most used social media platforms in Portugal in 3rd quarter 2023. Statista. Statista Inc.. Accessed: November 01, 2024. https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/
DataReportal, and We Are Social, and Meltwater. "Most Used Social Media Platforms in Portugal in 3rd Quarter 2023." Statista, Statista Inc., 23 Feb 2024, https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/
DataReportal & We Are Social & Meltwater, Most used social media platforms in Portugal in 3rd quarter 2023 Statista, https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/ (last visited November 01, 2024)
Most used social media platforms in Portugal in 3rd quarter 2023 [Graph], DataReportal, & We Are Social, & Meltwater, February 23, 2024. [Online]. Available: https://www.statista.com/statistics/1373637/portugal-most-used-social-media-platforms/