According to the latest social media atlas byfacts, WhatsApp and YouTube are the absolute frontrunners among the channels – but Facebook can also make up ground with German users after a long lull.
The new social media atlas 2022 by the Hamburg communication consultancy facts office and the market researcher Toluna shows which social networks are currently particularly popular with Germans. WhatsApp and YouTube have once again proven to be particularly popular – 71 percent of users aged 16 and over are on the move here.
Facebook follows in third place with 63 percent: The social network from Meta was able to record some growth for the first time since 2017.
Ranking of the most popular social media channels in 2022:
- WhatsApp (71 percent)
- YouTube (71 percent)
- Facebook (63 percent)
- Instagram (49 percent)
- Pinterest (32 percent)
- TikTok (31 percent)
- Forums (30 percent)
- Twitter (29 percent)
- Telegram (25 percent)
- Snapchat (24 percent)
- LinkedIn (24 percent)
- Blogs (22 percent)
- Xing (21 Prozent)
According to the study, nine out of ten users under 30 now access services such as Snapchat, Instagram and Pinterest. Among users aged 60 and over, social media use increased again for the first time after years of dwindling interest: two out of three representatives of the older generation are regularly active on the social web.
Across Germany, the use of social media has increased by two percentage points over the value of the previous year’s survey. In regional terms, Bavaria in particular proved to be the most avid social media fans with 82 percent.
For the current social media atlas, 3,500 internet users aged 16 and over, representative of their age, gender and federal state, were surveyed in the form of an online panel about their use of social media. The survey was conducted in December 2021 and January 2022.
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