The Social

Social Media in Portugal - 2023 Stats & Platform Trends

Last Updated: February 1, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Portugal, let us know!
The Outlook

How does social media look like in Portugal?

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.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Portugal?

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.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Portugal that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Portugal that are aged 16-64 years old
The Platforms

What kinds of platform is used in Portugal?

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.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Portugal

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%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Portugal

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%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Portugal

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.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Portugal

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.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand 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: Consumer Research

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

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