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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.
Throughout 2022, on average there are about 7.3 million active social media users in Austria on a monthly basis with an annual growth rate of 2.2 % in 2021-22 . This represents about 81.4 % of the total population. These social media users on average spend about 1.52 hours on social media and each on average have accounts on 5.5 platforms.
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 CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients
