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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.
Throughout 2022, on average there are about 8.6 million active social media users in Portugal on a monthly basis with an annual growth rate of 9 % in 2021-22 . This represents about 83.7 % of the total population. These social media users on average spend about 2.47 hours on social media and each on average have accounts on 6.7 platforms.
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 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
