Social media in Portugal - statistics & facts

Social media, the group of websites and applications that allow people to create and share content, and intermingle in a virtual context, has transformed the way we interact with the world, changing how we communicate, consume new information, and spend our leisure time. It is, therefore, unsurprising that Portuguese individuals have massively embraced this practice. In fact, the share of Portuguese people participating in social networks has continuously increased, more than doubling in the last decade, with most users attaining a daily frequency of use of social media platforms.

Activities performed on social media

Social media has found its way into almost every aspect of human life, but it is still socializing activities, such as keeping in touch with friends and family, that dominate what people do on these platforms. Keeping track of news has become another of the prominent reasons to use social networks, an activity that favors Instagram above all other social networks. Brand research has also gained an increasing importance as a social network activity, putting the opportunity to search for information regarding products and labels in the customers' hands in a familiar setting that they dominate.

Social media and enterprises

Being aware of the potentialities of social media to interact with customers, enterprises increasingly use these platforms to directly reach clients, giving preference to social networks over company websites or blogs for this effect. Social media has, thus, become a crucial vehicle for advertisement, which takes advantage of the appealing and dynamic features of social networks, perhaps explaining why YouTube has the highest potential ad reach in Portugal. However, Portuguese enterprises still have a long way to go in optimizing their use of social media platforms and connecting to prospective clients compared to other EU member states.

Social media apps

As the digital era advances to favor mobile devices, mobile apps are progressively used to access social media. In this domain, instant messaging platforms dominate the preferences of the Portuguese public. However, the short-video content of TikTok, relying on the significant reach of influencers, guarantees that this platform leads social media apps in terms of revenue.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Beatriz Luz, Jan 15, 2024

Key insights

Social media penetration in Portugal
68.03%
Most used platform in Portugal
WhatsApp
Instant messaging penetration in Portugal
79%
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