Hamburg (ots) – – Social media atlas: study analyzes use of popular video messengers – TikTok is growing faster than all other social media services
Rapid increase in reach: 31 percent of Germans with access to the Internet now use TikTok – five percentage points more than a year ago. No other social media service was able to expand its community so strongly in the same period. Above all, this increases the pressure on Snapchat, which has long specialized in the exchange of short mobile phone videos and is still used by 24 percent of online users in Germany. Both services are particularly popular among teenagers – and TikTok was able to grow particularly strongly in this target group and surpass Snapchat for the first time. This is shown by the new social media atlas 2022 by the Hamburg communications consultancy facts office, for which the market researcher Toluna representatively surveyed 3,500 Internet users aged 16 and over.
More teens on TikTok, more twenty-somethings on Snapchat
Among onliners aged 16 to 19, TikTok has increased its reach by an impressive 18 percentage points from 55 to 73 percent in one year. In this age group, more respondents than in the previous year stated that they used Snapchat. But the increase of two percentage points from 64 to 66 percent was far too small to keep Snapchat’s lead over TikTok among the youngest, which at the time still seemed comfortable.
On the other hand, Snapchat is still ahead among twenty-somethings, albeit only very slightly: an unchanged 61 percent of online users aged 20 to 29 use Snapchat. With an increase of three percentage points to 60 percent in this age group, TikTok came as close as possible to Snapchat.
waste in old age
With increasing age, the reach of both video messengers falls so rapidly that after the age of 30 they are only used by less than half of all online users. However, TikTok is consistently ahead of Snapchat and was able to more than double its share among “silver surfers” over the age of 60 from four to nine percent.
Snapchat: Neither grow nor give way
Overall, Snapchat is lagging behind turbo-promoter TikTok in many areas, but it is also proving its own strengths. For example, 45 percent of Generation Z internet users (aged 16-25) exchange personal information via Snapchat, well ahead of TikTok in this respect with (also notable) 34 percent.
Although both social media services address the same target groups with similar offers and TikTok proves to be measurably more successful, Dr. Roland Heintze does not expect Snapchat to be completely squeezed out of the market in the long term: “Since it was founded more than ten years ago, Snapchat has been under constant competitive pressure from platforms such as Facebook, Instagram and, more recently, TikTok and YouTube Shorts, who are trying to establish successful copy ideas from Snapchat,” says the social media expert and managing partner of the facts office. “Snapchat has always held its own against these heavyweights through fresh innovation, developing new features that users have loved. Snapchat may not be growing anymore, but it’s not going away either.”
Ephemeral content, stories and augmented reality filters that, for example, make faces in video footage appear with cartoon elements such as dog ears and snouts, sunglasses or the like are among the features found on many platforms today, which originally brought Snapchat to social media Media were introduced and then copied by other services. In 2016, Snapchat’s reach in Germany varied between 18 and 24 percent of Internet users aged 16 and over.
About the social media atlas
The social media atlas has been recording the use of social media in Germany every year since 2011 on the basis of a representative survey and serves as an indispensable basis for companies to strategically plan their social media activities. Among other things, the study provides reliable facts about which Web 2.0 services are used by whom and how intensively, which topics are discussed on which channels and to what extent social media influence purchasing decisions. The social media atlas is published by the consulting company facts office and the market researcher Toluna in cooperation with the IMWF institute for management and economic research.
Study basis: Representative panel survey
For the current Social Media Atlas (Hamburg, May 2022), 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 social media use. The survey was conducted in December 2021 and January 2022. The results are rounded to whole numbers. The complete study with all results can be ordered at https://www.faktenkontor.de/studien/ for a nominal fee of EUR 490 plus VAT. You can also find articles with further figures and findings from the social media atlas on www.reputationzweinull.de, the blog on corporate social media and reputation management by Dr. Roland Heinze.
Facts Office: Consultant for corporate and sales communication as well as reputation management
facts office is the consultant for corporate and sales communication as well as reputation management. Experts with industry experience support companies from the financial services, healthcare, consulting and technology sectors in reaching their target groups via classic and digital media as well as in personal contact. In addition to media consulting, the range of services includes the conception and implementation of campaigns and social media strategies. The facts office is a certified member of the Society of Leading PR and Communications Agencies (GPRA).
Visit our website: www.faktenkontor.de
Press contact:
dr Roland Heintze Facts Office GmbH Ludwig-Erhard-Strasse 37 D-20459 Hamburg Tel.: 0 40/253 185- 110 Fax: 0 40/253 185- 310 Email: [email protected] www.faktenkontor.de
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