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Both the internet penetration rate and cellular subscription rate in Israel are some of the highest figures in the world, yet its social media usage rate are little bit lower comparing with other OECD peers. It’s not only the usage rate though. According to data from GWI, on average, Israel spend less time on social media and typically have lower accounts per user.
Despite that, social media is still quite prevalent in the country with about 79% of the population being active users according to the latest survey from 2022. The exceptions to this are a small percentage of extremely conservative Jews and Arabs, most Haredi Judaism, as well as those without internet access.
There are proposed regulations similar to the one imposed in Turkey being considered, but they are still a few years away and are unlikely to have a significant impact on most social media usage.
The pandemic has led to an increase in the number of new ways in which social media is being used in Israel. People are now relying more on social media in their daily lives for things like engaging with government officials and businesses, making purchases, and even communicating with their doctors through WhatsApp, as seen in the latest project launched by Clalit Health Services.
Given the latest survey available, in Israel there are about 7.5 million active social media users (Log in at least once in a month) in 2022. This is about 79.7 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 3.7 %.
In Israel, WhatsApp is the dominant platform with a near 90% penetration rate. This is a recent shift, as Facebook was previously the most widely used platform. But with the pandemic, many organizations, schools, and families are relying on WhatsApp more to stay connected, which has led to new and creative uses of the platform.
An example of this can be seen in a story reported by the Times of Israel, where farmers have turned to using WhatsApp to sell their produce, due to the negative impact of the pandemic and logistics disruptions on agriculture exports.
With the latest data published in January 2023, we can see that at the growth rate of 1.02%, there is now around 6.57 million Facebook users in Israel . With male users account for around 50.06% and female users account for around 49.94%.
With the latest data published in January 2023, we can see that at the growth rate of 1.12%, there is now around 4.19 million Instagram users in Israel . With male users account for around 46.9% and female users account for around 53.1%.
With the latest data published in January 2023, we can see that at the growth rate of 1.41%, there is now around 3.2 million TikTok users in Israel . With male users account for around 0.524 and female users account for around 0.476.
With the latest data published in January 2023, we can see that at the growth rate of 1.1x, there is now around 2.35 million LinkedIn users in Israel.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
