78 percent of all Germans use social media, with messengers such as WhatsApp and YouTube (71 percent each) dominating. Facebook follows in third place with 63 percent. Compared to 2021, two user groups in particular are more strongly represented in Web 2.0: Boomers and Bremers. This is shown by the new “Social Media Atlas 2022” from the communications consultancy Aktuellkontor among 3,500 Internet users aged 16 and over. (HERE)
Saxony-Anhalt loses
Nationwide, social media usage is two percentage points above the value of the previous year's survey and is therefore quite stable. Regionally, Bavarians prove to be the most enthusiastic social media users: 82 percent of Bavarian netizens use social media. A jump of five percentage points catapults the Free State to the top of the federal states.
In contrast to the largest country, social media usage in the smallest country is only at the national average - but Bremen has the largest increase with an increase of seven percentage points. TikTok, Twitter, Telegram and Co are least popular in Saxony-Anhalt: Here the proportion of social media users fell by five percentage points to just 68 percent.
Young people lead, older people catch up
Nine out of ten online users under 30 access Web 2.0 services such as Snapchat, Instagram, Pinterest and Co, it goes on to say. Among “silver surfers” aged 60 and over, the use of social media has increased again for the first time after years of dwindling interest – by ten percentage points. Two out of three representatives of the “Baby Boomers” and older generations on the Internet post, like, consume or comment on the blogs, forums, chats and networks of the social web.
Facebook left behind by YouTube and WhatsApp despite trend reversal
WhatsApp and YouTube continue to be the most attractive, both of which count 71 percent of online users as users. Facebook follows a long way behind in third place with 63 percent. Far below its previous record of 76 percent in 2017 - but at least the social media dinosaur, which has been plagued by a decline in users and aging for years, can make up (some) ground for the first time with an increase of three percentage points.
Ranking: These social media services have the most users
The ranking: The most popular social media in 2022!
- WhatsApp: 71% (+2)
- YouTube: 71% (+1)
- Facebook: 63% (+3)
- Instagram: 49% (+3)
- Pinterest: 32% (-1)
- TikTok: 31% (+5)
- Forums: 30% (=)
- Twitter: 29% (+2)
- Telegram: 25% (+4)
- Snapchat: 24% (=)
- LinkedIn: 24% (=)
- Blogs: 22% (+4)
- Xing: 21% (-3)
% = Proportion of Germans with an Internet connection aged 16 and over who use the respective Web 2.0 service
+/- = Change from the previous year's survey in percentage points
Source: Social Media Atlas 2022
Also interesting: YouTube – Additional steps in the fight against false information
Source: press release
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