WhatsApp is the king of reach, Facebook is able to slightly increase its share for the first time in years and Instagram is also bolstering its community, although the platform is losing popularity among young people. What all platforms have in common is the trend towards obsolescence. This is shown by the new “Social Media Atlas 2022” from the Hamburg communications consultancy Aktuellkontor, for which 3,500 Internet users aged 16 and over were surveyed.

WhatsApp is clearly leading

An unsurpassed 71 percent of all online users in Germany use WhatsApp. Of those under 40, more than eight out of ten can be reached this way. But even beyond the age of 40, WhatsApp enjoys a particularly high level of acceptance across all age groups. At 53 percent, the majority of silver surfers aged 60 and over are reached here. Regardless of whether they are “Gen Z” (16 to 25 years old), Millennials (26 to 40 years old) or older people: 28 percent of online users regularly write WhatsApp messages.

With three percentage points more than last year's survey, the proportion of German Facebook users is now 63 percent. Other social media services may lick their fingers after such a high market share - apart from WhatsApp, only YouTube has more with 71 percent - but the former top dog can no longer build on its former glory days, in which it was up to 76 percent of online users has reached. Only 39 percent of users between the ages of 16 and 19 use Facebook.

Instagram users older

Instagram was also able to expand its user base in Germany by three percentage points to 49 percent of online users aged 16 and over. But here too, the aging of users is becoming more and more common. Strong increases can be found here primarily among online users aged 60 and over, up six percentage points to now 21 percent, and between the ages of 30 and 39, up five percentage points to now 68 percent. Instagram continues to penetrate younger target groups the most, but the trend is downward: only 78 percent of 16 to 19 year olds use the service.

Source: pte

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