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Social Media in Austria - 2023 Stats & Platform Trends

Last Updated: October 30, 2023
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How is social media in Austria?

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.

Historical Internet Penetration
Unit: % of Total Population
Cellular Subscription %
Unit: per 100 People

Social Media's User Demographics in Austria

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 %.

Social Media User Demographics
Note: Meta's figure as reference, 2022

Key Drivers of Using Social Media in Austria

Source: GWI. Users aged 16-64 years old

Key Accounts Followed For Users in Austria

Source: GWI. Users aged 16-64 years old

What Platforms are Users in Austria Typically on?

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%.

Most Used Platforms, 2022
Unit: %
Most Liked Platforms | 2022
Unit: %

How's Facebook Doing in Austria?

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%.

Facebook Users as a % of Population in Austria
Unit: %
Facebooks Users in Austria
Unit: '000 Thousands
Facebook User Penetration in Austria
Unit: % of Total Population
Facebook User By Age Group in Austria
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Facebook User Age Penetration in Austria
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's Instagram in Austria?

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%.

Instagram Users as a % of Population in Austria
Unit: %
Instagram Users in Austria
Unit:'000 People
Instagram User Penetration in Austria
Unit: % of Total Population
Instagram User By Age Group in Austria
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Instagram User Age Penetration in Austria
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's TikTok in Austria?

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.

TikTok Users as a % of Population in Austria
Unit:'000 People
TikTok User Penetration in Austria
Unit: %

How's LinkedIn in Austria?

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.

LinkedIn Users as a % of Population in Austria
Unit: %
LinkedIn Users in Austria
Unit:'000 People
LinkedIn User By Age Group in Austria
Unit:'000 People
Reference
  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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