Most popular social media platforms amongst Millennials in the Netherlands 2018

Millennial WhatsApp, Facebook, Instagram, LinkedIn and Snapchat usage in the Netherlands in 2018

by Raynor de Best, last edited Jul 11, 2019
Most popular social media platforms amongst Millennials in the Netherlands 2018 Which social media platform do Dutch Millennials use the most? In 2018, 90 percent of the Millennial respondents in the Netherlands (defined by the source as the age group from 22 to 36 years) said they used WhatsApp. Facebook was also popular, with 79 percent indicating they actively used this platform. Both social networks had over ten million users in the country in 2019, of which 9.1 million were daily users for WhatsApp and 6.8 million for Facebook.
Millennials are less active on Facebook

Despite that Facebook ranks as the second-most popular social media platform, the Silicon Valley application experienced upheaval in the Netherlands. In a different question asked by the source, 57 percent of the Millennials agreed with a statement that said they spent less time on Facebook than they used to. Privacy concerns were one possible explanation for this. Some respondents also mentioned, though, that the platform had become too time-consuming and would rather spend it on “real life” activities.

Instagram and Snapchat a gateway to Generation Z, not Millennials

Are Dutch Millennials leaving Facebook then for other social networks, such as Instagram or Snapchat? The ranking provided here does to indicate that the 22-to-36-year-olds are part of the user base of the two photo apps. Data looking at the growing penetration rate of the two platforms by different age groups in the Netherlands confirms this. This same data does mention, though, that consumers aged 15-19 used the apps a lot more. Between 2015 and 2018, Instagram’s penetration rate among Generation Z increased by roughly 25 percentage points whilst the youngest generation was the first in the Netherlands to use Snapchat.
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Millennial WhatsApp, Facebook, Instagram, LinkedIn and Snapchat usage in the Netherlands in 2018

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Share of the respondents
WhatsApp90%
Facebook79%
Instagram48%
Linkedin40%
Snapchat31%
Share of the respondents
WhatsApp90%
Facebook79%
Instagram48%
Linkedin40%
Snapchat31%
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by Raynor de Best, last edited Jul 11, 2019
Which social media platform do Dutch Millennials use the most? In 2018, 90 percent of the Millennial respondents in the Netherlands (defined by the source as the age group from 22 to 36 years) said they used WhatsApp. Facebook was also popular, with 79 percent indicating they actively used this platform. Both social networks had over ten million users in the country in 2019, of which 9.1 million were daily users for WhatsApp and 6.8 million for Facebook.
Millennials are less active on Facebook

Despite that Facebook ranks as the second-most popular social media platform, the Silicon Valley application experienced upheaval in the Netherlands. In a different question asked by the source, 57 percent of the Millennials agreed with a statement that said they spent less time on Facebook than they used to. Privacy concerns were one possible explanation for this. Some respondents also mentioned, though, that the platform had become too time-consuming and would rather spend it on “real life” activities.

Instagram and Snapchat a gateway to Generation Z, not Millennials

Are Dutch Millennials leaving Facebook then for other social networks, such as Instagram or Snapchat? The ranking provided here does to indicate that the 22-to-36-year-olds are part of the user base of the two photo apps. Data looking at the growing penetration rate of the two platforms by different age groups in the Netherlands confirms this. This same data does mention, though, that consumers aged 15-19 used the apps a lot more. Between 2015 and 2018, Instagram’s penetration rate among Generation Z increased by roughly 25 percentage points whilst the youngest generation was the first in the Netherlands to use Snapchat.
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