Social media has become an integral part of the media landscape and is receiving a lot of attention. In 2021, the number of social media users aged 15 or older will have grown to 13.7 million users in the Netherlands. TikTok, Pinterest and Instagram are the big winners regarding the growth in the number of new users. Additionally, the daily use of YouTube and LinkedIn are on the rise. These are one of the conclusions in the National Social Media Survey 2021, the largest trend survey into the use of social media in the Netherlands, conducted by Newcom.
Social media use keeps increasing
Social media use keeps increasing in the Netherlands, partly thanks to the lockdowns. In particular, the age groups 15-19 years and 20-39 years have started to use more social media platforms.
On average, young people estimate that they spend 160 minutes a day on social media. This is more than fifteen minutes longer than last year. This is significantly higher than the daily national average of 97 minutes.
In addition, the number of platforms used has also increased significantly to an average of 3.9 platforms, of which 2.1 daily. This number is much higher among young people, on 5.1 and 5 platforms respectively.
TikTok growth surpasses Facebook among young people
TikTok, Pinterest, and Instagram are the big winners in terms of user growth. TikTok takes the cake with the growth of no less than +149%. The number of TikTok users will be 2.5 times higher in 2021 than in 2020.
The share of young people on TikTok has even surpassed Facebook and is gaining considerable ground among young adults. This indicates that TikTok is not only used by students these days but also increasingly by older age groups. The number of users between the ages of 25 and 39 has more than doubled to 540,000 Dutch people.
Daily social media use is on the rise
Besides the fact that more and more Dutch people are using social media, daily use has also increased. LinkedIn, YouTube, and TikTok are the big winners.
LinkedIn is increasingly able to involve users in the platform. It is no longer just a place to leave your CV but has increasingly become a social platform. This year, the number of daily users has grown by 39% to 1,069,000 Dutch people. This is stronger growth than in 2020 where it had grown by 26% at the time compared to the previous year.
YouTube grew by 340,000 Dutch users in 2021 from 2.8 million to 3.1 million Dutch. This is an increase of 12%. Thanks to the wide range of content from users and professional formats or channels, YouTube is able to appeal to an increasingly large audience.
Achieving your business goals with social media advertising
The enormous growth in the number of users and daily use in the Netherlands indicates that advertising on various social media channels is now more important than ever. Curious about how advertising on social media can ensure that your company continues to grow? Our team of social media advertising experts have years of experience with all social media channels and are happy to think along with you. Please feel free to contact us for more information!
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