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Austria has a relatively high penetration rate of social media usage, with a majority of the population actively browsing social media to stay in touch with other and finding new things.
While the use of social media aren’t distinctively different from other EU nations, one thing that stood up is that political parties actively leverage social media as a channel to connect with voters across the demographic way before it becomes the norm for other EU nations.
Given the latest survey available, in Austria there are about 7.3 million active social media users (Log in at least once in a month) in 2022. This is about 81.4 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 2.2 %.
Meta-owned social media platforms are the most dominant in Austria, with WhatsApp being the most commonly used at a penetration rate of 82% among internet users. Facebook, Instagram, and Messenger, all owned by Meta, are also popular among users and rank second, third, and fourth respectively.
However, recently we also see a few apps/platforms rising sharply in terms of interests and downloads. TikTok being the most representative where its user base grow from just 2% of the internet population to now at more than 20%.
With the latest data published in January 2023, we can see that at the growth rate of 1%, there is now around 4.99 million Facebook users in Austria . With male users account for around 49.33% and female users account for around 50.67%.
With the latest data published in January 2023, we can see that at the growth rate of 1.1%, there is now around 3.2 million Instagram users in Austria . With male users account for around 49.24% and female users account for around 50.76%.
With the latest data published in January 2023, we can see that at the growth rate of 0.98%, there is now around 2 million TikTok users in Austria . With male users account for around 0.483 and female users account for around 0.517.
With the latest data published in January 2023, we can see that at the growth rate of 1.14x, there is now around 1.94 million LinkedIn users in Austria.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
