TikTok, Facebook, LinkedIn, Instagram… How are social networks doing today? The benchmark study We Are Social/Meltwater provides an overview of these platforms around the world, with a spotlight on Belgium thanks to Xavier Degraux, consultant and trainer in social networks.
In general, Belgians aged 16 to 64 spend an average of 1h34 per day on social networks, much less time than the world average (2h31 of daily surfing), according to the latest dedicated We Are Social/Meltwater study. to the use of social networks in the world.
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In general, Belgians aged 16 to 64 spend an average of 1h34 per day on social networks, much less time than the world average (2h31 of daily surfing), according to the latest dedicated We Are Social/Meltwater study. to the use of social networks in the world. Today, Belgian Internet users aged between 16 and 64 have at least five accounts on social networks, whereas they had more than seven in January 2021. Index indicative of the uses in force: these platforms are far from being solely dedicated to entertainment since nearly a third of Belgians (31.3%) claim to use these networks as sources of information (the world average being 34.2% ).”What we notice in these brand new figures is that the use of social networks remains very stable in Belgium in terms of duration and number of accounts, but that there are however major movements between the platforms, notes Xavier Degraux, consultant and trainer r in social networks. At home, the platforms of the Meta group are suffering the blow. Facebook is declining with, today, 6.3 million Belgian accounts against 8 million previously, while Instagram is collapsing with only 4.6 million Belgian subscribers. It is now closely followed by the TikTok platform, which today attracts 4.4 million Belgians.” YouTube at the top Belgians over the age of 18. For its part, LinkedIn is progressing well with a penetration rate which rose from 46.3% to 50.3% in one year among Belgians in the same age group (i.e. 4, 1 million users with us), just like Twitter which is also climbing and now attracts 1.9 million Belgians. “The little blue bird has never done so well in our territory, comments Xavier Degraux. Today, it affects nearly 19% of Belgians over the age of 13. This is almost double that of two years ago when Twitter appealed to only 10.3% of Belgians.” Snapchat, too, is doing well and is even progressing with a presence in the lives of 36.4% of Belgians aged over 13 (i.e. 3.65 million individuals), compared to a penetration rate of less than 33% just two years ago.Professional useAnother important lesson in this social network barometer delivered by We Are Social/ Meltwater: the use of social networks for professional purposes has jumped sharply in Belgium, rising from almost 12% last year to 22.5% this year.This trend of increasing use of platforms for work is world since the average has in fact gone from almost 23% to nearly 40% in one year.