Active social media penetration in European countries 2019

Monaco is the European nation with the highest active social media penetration, as of January 2019. Monaco’s unique status as a small wealthy nation obviously plays a role in this rate. Malta, the country with the second highest rate, has an active social media penetration rate that is 11 percent lower.

Leading social networks in the United Kingdom

YouTube leads the way in terms of penetration in the United Kingdom (UK), with a rate of 77 percent. YouTube and Facebook are extremely similar with 77 percent and 76 percent respectively. Twitter is the next non-facebook entry on the list, at fourth place, achieving 43 percent.

Facebook in the United Kingdom

   The UK is a significant market for Facebook, with approximately 36.34 million users as of May 2019. Facebook’s UK arm was able to generate revenues amounting to 1.27 billion British pounds in 2017, creating a gross profit of 506.54 million British pounds with costs of sales reaching approximately 758.66 million British pounds. There was a significant increase in revenue from 2015 to 2016, which according to Facebook UK Limited is attributable to the commencement of advertiser reseller services on the 1st of April 2016.

Active social media penetration in selected European countries in January 2019

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Release date

January 2019



Survey time period

January 2019

Supplementary notes

Figures have been collected from multiple reports published by We Are Social.

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