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Comparing with its European peers, Portugal have a slightly lower internet penetration rate but a moderate mobile subscription rate that is on par with most developed countries.
With a close business relationship with the Spain, some developments in terms of Portugal’s internet economy are heavily influenced by that of Spain. However, the two countries, despite its history, have few cultural similarities, meaning the development of social media in Portugal is often unique to the Portuguese.
Given the latest survey available, in Portugal there are about 8.6 million active social media users (Log in at least once in a month) in 2022. This is about 83.7 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 9 %.
Judging from GWI’s data, WhatsApp is the dominating platform in Portugal, however data from search trends, a strong indication for the actual usage rate, reveals that Facebook’s interest rate is two times that of WhatsApp.
With the latest data published in January 2023, we can see that at the growth rate of 1.07%, there is now around 8.44 million Facebook users in Portugal . With male users account for around 47.68% and female users account for around 52.32%.
With the latest data published in January 2023, we can see that at the growth rate of 1.19%, there is now around 5.67 million Instagram users in Portugal . With male users account for around 46.1% and female users account for around 53.9%.
With the latest data published in January 2023, we can see that at the growth rate of 1.18%, there is now around 3.1 million TikTok users in Portugal . With male users account for around 0.419 and female users account for around 0.581.
With the latest data published in January 2023, we can see that at the growth rate of 1.1x, there is now around 4.26 million LinkedIn users in Portugal.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
