Compared to 2019, all social media platforms have grown again. The top 5 is unchanged. From large to small, the most popular social media platforms are WhatsApp, Facebook, YouTube, Instagram and LinkedIn. Instagram and YouTube in particular will have grown rapidly in 2019, with 14% and 5% new users in the Netherlands compared to 2019 respectively. The growth of Instagram does weaken when you look at the younger target group. These are moving to new platforms, such as TikTok and Snapchat.
Social media on a daily basis
Not only are there more and more people on social media, but more and more people use the different platforms on a daily basis. Instagram and WhatsApp are used daily by most Dutch people.
The only platform that saw a decrease in the number of daily users is Pinterest. However, the number of users of Pinterest increased slightly with an increase of 1%.
The fact that so many people use social media on a daily basis is remarkable, because many Dutch people indicate that they have little faith in social media and would like to spend less time on it. This brings us to the next surprising statistic.
90 minutes per day
Dutch people spend an average of one and a half hours a day on social media. Among young people aged 15 to 19, the time spent on social media is even more than 2 hours and 20 minutes a day.
Men spend less time on social media than women. Most popular are apps like WhatsApp, YouTube and Facebook.
It is remarkable that not only young people are spending more and more time on social media, but also adults and the elderly. This is also reflected in the increase in the number of users.
While in 2017 people were on social media for less than an hour a day, this has now increased by more than 50%. 1 in 10 users say they are addicted. This is above average in young adults up to the age of 25.
Almost all Dutch people on WhatsApp
Many people don’t see WhatsApp as social media but as an app for sending free messages. In the Netherlands, WhatsApp is used by 12.1 million people. This platform is already being used so massively that there is little room for further growth.
Especially among 15 to 19 year olds, almost everyone uses WhatsApp, an impressive 96%. In Newcom’s National Social Media Survey, respondents often answered the question of which platform was most important to them with WhatsApp.
TikTok is upcoming
TikTok is a relatively new social media platform that attracts children and teenagers who increasingly ignore the major social media platforms such as Facebook, Instagram and Snapchat.
The app is extremely popular among children and has even 425,000 users between the ages of 6 and 14 in the Netherlands. In the free app, users can film themselves while singing, dancing or making funny content like they could on Vine. They can then edit these videos with filters and effects. The video usually lasts 15 seconds and other users can like and react to it.
The user can also immediately forward the video to other social media channels, such as Facebook. Because most people over the age of 30 are not familiar with this social media channel, TikTok is not very well known yet, but this can change quickly.