葡萄牙社交媒体行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSSocialmediainPortugalCHAPTER

01OverviewShareofindividualsparticipatinginsocialnetworksinPortugalfrom2011to2023ShareofindividualsparticipatinginsocialnetworksinPortugal2011-202380%70%60%68.03%66.72%65.46%62.74%60.4%59.18%56.13%52.17%48.06%50%40%30%20%10%0%46.76%43.68%31.51%2011201320142015201620172018201920202021202220234Description:InPortugal,theshareofpopulationusingsocialnetworksincreasedfrom32percent,in2011,to68percent,in2023.Thevalueregisteredin2023wasthehighestregisteredduringtheperiodobserved.

ReadmoreNote(s):Portugal;2011to2023;13,283respondents;16-74yearsold;Individualswhohaveusedtheinternet,atleastandonaverageonceperweek,inthethreemonthsbeforethesurveySource(s):Eurostat;StatisticsPortugalInstantmessagingpenetrationinPortugalfrom2020to2023InstantmessagingpenetrationinPortugal2020-202390%79%78%80%70%60%50%40%30%20%10%0%75%70%20202021202220235Description:InPortugal,theshareofindividualswhouseinstantmessagingwasof70percentin2020,andof79percentin2023..ThisfigureplacesPortugalfourpercentagepointsabovetheaverageoftheEuropeanUnion.

ReadmoreNote(s):Portugal;2020to2023;7,672households;16-74yearsoldSource(s):ANACOM;Eurostat;StatisticsPortugalNumberofsocialmediausersinPortugalfrom2020to2029(inmillions)SocialmediausersinPortugal2020-2029109.179.038.888.7198765432108.528.318.077.87.517.0320202021202220232024*2025*2026*2027*2028*2029*6Description:ThenumberofsocialmediausersinPortugalwasforecasttocontinuouslyincreasebetween2024and2029byintotal0.9millionusers(+10.83percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach9.17millionusersandthereforeanewpeakin2029.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Portugal;2020to2029;individualswhouseasocialnetworksiteviaanydeviceatleastoncepermonth;*ForecastReadmoreSource(s):MostusedsocialmediaplatformsinPortugalin3rdquarter2023MostusedsocialmediaplatformsinPortugal2023100%90.3%90%80%70%60%50%40%30%20%10%0%85.2%82.8%71%46.1%40.4%38.6%33.2%32.7%19.8%WhatsAppInstagramFacebookMessengerTikTokPinterestLinkedInTelegramX/TwitterImessage7Description:In2023,WhatsAppwasthemostusedsocialmediaplatforminPortugal,chosenby90percentofinternetusers.ClosebehindwasInstagram,selectedbyarateof85percentofrespondents.SocialmediaplatformssuchasTikTokandPinterestwereusedbyasimilarratioofrespondents,between40and46percent.Imessage,ontheotherhand,wastheplatformwiththelowestusagerate,asitwasusedbyonly20percentoftheonlinepopulation.

ReadmoreNote(s):Portugal;Q32023;16-64yearsoldSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostpopularsocialmediawebsitesinPortugalinJanuary2024,byshareofvisitsMostpopularsocialmediawebsitesinPortugal2024,byshareofvisitsShareofvisits30%0%10%20%40%50%60%70%80%FacebookInstagramYouTubePinterestX/Twitterreddit68.92%15.04%6.8%4.82%3.1%0.65%0.33%LinkedInTumblr

0.3%

0.03%VKontakte

0.01%8Description:InJanuary2024,Facebookengulfednearly69percentofallsocialmediasitevisitsinPortugal,followedbyInstagram,withanaround15percentshareofvisits.YouTubefollowed,withashareofsevenpercent,andPinterestpresentedamarketshareoffivepercent.ReadmoreNote(s):Portugal;January2024;*Shareofvisitsindesktop,tablet,mobileorconsolesocialmediamarket.Dateofreleaseisthedateofaccess

ReadmoreSource(s):StatCounterSocialmediaaccountsfollowedinPortugalin3rdquarter2023,bytypeSocialmediaaccountsfollowedinPortugal2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%Friends,family,andacquaintancesBands,singers,andmusiciansActorsandperformers66.2%40.5%38.7%EntertainmentandmemesRestaurants,chefs,andfoodiesInfluencersandexperts35%32.6%30.8%29.2%BrandsandcompaniesyoupurchasefromSportspeopleandteams27.7%27.1%TVshowsandchannelsCompaniesandbrandsyouconsiderpurchasingformWork-relatedcontacts25.2%25.1%23.9%22.2%21.9%20.5%Work-relatedcompaniesEventsyouareattendingJournalistsandnewscompaniesPublicationsyouread9Description:Inthethirdquarterof2023,thetypesofsocialmediaaccountsmostfollowedinPortugalweretheonesoffriends,family,andacquaintances,atarateof66percent.Following,butbyagreatmargin,weretheaccountsofbands,singers,andmusicians,selectedby41percentofrespondents.Inthelastpositionweretheaccountsofmagazinesandpublicationsread,selectedby21percentofrespondents.

ReadmoreNote(s):Portugal;Q32023;16-64yearsoldSource(s):DataReportal;GWI;Meltwater;WeAreSocialActivitiesperformedonsocialmediainPortugalin2ndquarter2022ActivitiesperformedonsocialmediainPortugalQ22022Shareofrespondents0%10%20%30%40%50%60%70%SentprivatemessagesLikedpostsbyotherusersCommentedonposts66%62%49%PostedpicturesorvideosFollowedpeople47%46%SharedpostsbyotherusersLikedcompanyposts33%32%Followedcompanies27%PostedtextsorstatusupdatesIhaveonlyusedsocialmediapassivelySharedcompanyposts20%13%12%Ihavenotusedsocialmedia3%10Description:Overtheobservedperiod,66percentofrespondentsinPortugaldeclaredhavingsentprivatemessagesonsocialmediainthepastfourweeks.Thisactivitywasthemostcommononsocialmedia,followedbylikingpostsbyotherusers,selectedby62percentofrespondents,andbycommentingonposts,performedby49percentofrespondents.Postingtextsorstatusupdateswastheleastperformedactivitybyactivesocialmediausers,withashareof20percent.

ReadmoreNote(s):Portugal;

April7toJune17,2022;2,078respondents;18-64yearsoldSource(s):ConsumerInsightsSocialmediausageforbrandresearchinPortugalin3rdquarter2023,bychannelSocialmediausageforbrandresearchinPortugal2023,bychannelShareofrespondents30%0%10%20%40%50%60%70%80%AnykindofsocialmediaplatformsSocialnetworks68.2%48.5%Question&answersites(e.g.Quora)ForumsandmessageboardsOnlinepinboards(e.g.Pinterest)Vlogs14.6%8.9%8.2%7%6.3%4.6%MessagingandlivechatplatformsMicro-blogs(e.g.Twitter/X)11Description:In2023,over68percentofPortuguesesurveyparticipantsusedsocialmediaplatformsforbrandresearch.Socialnetworkscamesecond,chosenby49percentofrespondents,whilesitesofquestionsandanswerswerepointedthird,butbyalargemargin,only15percentofthepublicquestioned.ReadmoreNote(s):Portugal;Q32023;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialSocialmediaadvertisingreachdistributioninPortugalin2023,bygenderSocialmediaadreachdistributioninPortugal2023,bygenderWomenMen80%70%60%50%40%30%20%10%0%FacebookYouTubeInstagramTikTokMessengerLinkedInSnapchatTwitter/XPinterest12Description:InPortugal,thegreatestdifferencesbetweengendersinadvertisingreachamongtotaladreachoccurwithPinterest,where70percentofthereachedpopulationisfemale,andTwitter/X,where60percentofthereachedaudienceismale.PlatformssuchasYouTubeandFacebookpresentlittlegenderdifferencesintermsofadreach,asYouTube'sreachedpublicis51percentfemaleand49percentmale,whileFacebook'sadreachis52percentfemaleand48percentmale.

ReadmoreNote(s):Portugal;2023Source(s):DataReportal;GWI;Meltwater;WeAreSocialPotentialsocialmediaadvertisingreachasashareofthetotalpopulationinPortugalin2023,byplatformPotentialsocialmediaadvertisingreachinPortugal2023,byplatformAdreachasashareoftotalpopulation30%

40%0%10%20%50%60%70%80%YouTubeFacebookInstagramLinkedInMessengerTikTok72.6%58.1%56.7%47.9%46.4%35.8%PinterestX/TwitterSnapchat24.6%19.6%10.1%13Description:YouTubehadthegreatestpotentialintermsofsocialmediaadvertisingreachinPortugalin2023,encompassing72.6percentofthetotalpopulation.Facebookfollowed,reaching58percentofthepopulation.OnthelowestpositionswereTwitterandSnapchat,whichreached20percentand10percentofthetotalpopulation,respectively.ReadmoreNote(s):Portugal;2023Source(s):DataReportal;Google;GWI;Meltwater;MetaPlatforms;WeAreSocialCHAPTER

02UserdemographicsSocialmediausersinPortugalinDecember2023,byagegroupandplatformSocialmediausersinPortugal2023,byagegroupandplatformShareofsocialmediausers45-54

35-44

25-3415%65+55-6410%18-2413-1720%0%5%25%30%FacebookInstagramMessenger15Description:DuringDecember2023,socialmediausersaged18to24and25to35yearsoldcomprisedthebiggestusergroupsofFacebookandInstagraminPortugal.Atthesametime,theagegroupsof25to34,35to44,and45to54yearsoldmadeupthebiggestusergroupsofMessenger.Facebookregistereditshighestuseamongpeopleaged25to34yearsold,at23percent.Instagramregistered20percentofuserswithingtheagegroupof25to34yearsold.Thehighestagegroupamong[...]

ReadmoreNote(s):Portugal;December2023Source(s):NapoleonCatShareofindividualsmakingvoiceorvideocallsovertheinternetinPortugal2023,byageShareofindividualsmakingonlinevoiceorvideocallsinPortugal2023,byageShareofrespondents40%

50%0%10%20%30%60%70%80%90%90.2%100%16to24yearsold25to34yearsold35to44yearsold45to54yearsold55to64yearsold65to74yearsold88.2%87%82.2%75.5%67.7%16Description:In2023,90percentofpeopleaged16to24yearsoldconductedvoiceorvideocallsovertheinternetinPortugal.Thoseaged25to34,and35to44,didthesameatashareof88and67percent,respectively.Eventheindividualsagedbetween65and74yearsledthisformoftelecommunicationatashareof68percent.ReadmoreNote(s):Portugal;May4toJuly31,2023;7,672households;16-74yearsold;AmongindividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):ANACOM;Eurostat;StatisticsPortugalShareofindividualsparticipatinginsocialnetworksinPortugalfrom2020to2023,byageShareofindividualsparticipatinginsocialnetworksinPortugal2020-2023,byage2020202120222023120%100%80%60%40%20%0%16to24yearsold25to34yearsold35to44yearsold45to54yearsold55to64yearsold65to74yearsold17Description:InPortugal,theshareofpopulationagedbetween16and24yearsoldusingsocialnetworkstotaled96percentin2022,showinglittlevariationfromtheyearsbefore,butstilldecreasingto94percentin2023.

ReadmoreNote(s):Portugal;2020to2023;16-74yearsold;IndividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):DigitalAgendaScoreboard;EuropeanCommission;EurostatShareofindividualsusingsocialnetworksinPortugalfrom2020to2023,bygenderShareofindividualsusingsocialnetworksinPortugal2020-2023,bygenderMenWomen80%70%69.6%67.7%66.7%66.4%65.6%64.1%63%62.4%60%50%40%30%20%10%0%202020212022202318Description:InPortugal,theshareofpopulationparticipatinginsocialnetworkspresentedhighervaluesforfemalemembersthanformaleonesin2023,as70percentofwomenparticipatedinsocialmedia,while66percentofmendidsotoo.

ReadmoreNote(s):Portugal;2020to2023;16-74yearsold;IndividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):DigitalAgendaScoreboard;EuropeanCommission;EurostatShareofindividualsusingsocialnetworksinPortugalfrom2020to2023,byeducationlevelShareofindividualsusingsocialnetworksinPortugal2020-2023,byeducationlevelNoeducationorlowformaleducation82.7%MediumformaleducationHighformaleducation80.7%90%80%70%60%50%40%30%20%10%0%82.8%81.8%82.2%81.3%80.5%80.2%49.5%46%46.3%41.9%202020212022202319Description:InPortugal,in2020,thehighestshareofsocialnetworkuserswasfoundamongthosewithhighformaleducation,atashareof82percent,whilethosewithnoeducationorlowformaleducationusedsocialnetworksatarateof42percent.

ReadmoreNote(s):Portugal;2020to2023;16-74yearsold;IndividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):DigitalAgendaScoreboard;EuropeanCommission;EurostatShareofindividualsmakingvoiceorvideocallsovertheinternetinPortugalin2023,byemploymentsituationShareofpeoplemakingonlinevoiceorvideocallsinPortugal2023byemployment100%91.2%90%84.5%76.9%80%70%60%50%40%30%20%10%0%69%StudentEmployedUnemployedRetiredandotherinactives20Description:In2023,studentsconstitutedthegroupofindividualswiththehighestonlinevoiceorvideocallusagerate,measuring91percent.Employedindividualspresentedashareof85percent,while77percentofunemployedrespondentsmadevoiceorvideocallsovertheinternet.ReadmoreNote(s):Portugal;May4toJuly31,2023;7,672households;16-74yearsold;AmongindividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):ANACOM;Eurostat;StatisticsPortugalShareofindividualsparticipatinginsocialnetworksinPortugalfrom2018to2022,byregionShareofindividualsusingsocialnetworksinPortugal2018-2022,byregion2018201920202021202280%70%60%50%40%30%20%10%0%NorthernPortugalCentralPortugalLisbonRegionAlentejoAlgarveAzoresMadeira21Description:Throughouttheobservedyears,therewasaprogressiveincreaseintheuseofsocialnetworksforalltheregionsofPortugal,despiteoccasionalfluctuations.TheregionwiththehighestuseofsocialnetworkswastheregionofMadeira,whichpresentedashareof62percentofusein2018andof72percentin2022.Following,theregionofLisbonpresentedausagerateof67percentin2018,andoneof71percentin2022.Theregionwiththelowestshareofsocialnetworkuserswas[...]

ReadmoreNote(s):Portugal;2018to2022;7,675,446respondents;16-74yearsold;IndividualswhohaveusedtheinternetinthethreemonthsbeforethesurveySource(s):Eurostat;StatisticsPortugalCHAPTER

03UserbehaviorSocialnetworkusagefrequencyinPortugalin2ndquarter2023SocialnetworkusagefrequencyinPortugalQ22023Shareofrespondents0%10%20%30%40%50%60%70%80%90%DailySeveraltimesaweekOnceaweek82%11%1%SeveraltimesamonthOnceamonthLessoften2%1%1%1%Never23Description:InPortugal,overtheobservedperiod,themajorityofrespondents,82percent,declaredusingsocialnetworks,excludinginstantmessengers,everyday.Thesecondmostselectedresponse,by11percentofrespondents,wasusingsocialmediaseveraltimesaweek.Onlyonepercentofrespondentsdeclaredusingsocialnetworksonceamonth,andanotheronepercentstatedneverusingthem.ReadmoreNote(s):Portugal;April11toJune16,2023;2,094respondents;18-64yearsold;Respondentswhouseanykindofsocialmedia(exceptinstantmessengers)Source(s):ConsumerInsightsDailyusagetimeofsocialmediainPortugalin2022DailyusagetimeofsocialmediainPortugal2022DuringtheweekDuringtheweekend34.3%40%35%30%25%20%15%10%5%33.2%27.3%26.8%24.7%23%12.8%12.5%3%2.4%0%NeverUpto1hourBetween2and3hoursBetween4and5hours6hoursormore24Description:In2022,inPortugal,themajorityofpeoplewith18yearsofageusedsocialmediabetweentwoandthreehoursperday,mostlyduringtheweekend,atashareof34percent.Duringtheweek,33percentofrespondentsdeclaredusingtheinternetbetweentwoandthreehoursperday,while27percentstatedusingsocialmediaforsixormorehoursperdayduringtheweek.ReadmoreNote(s):Portugal;2022;135,273respondents;18yearsold;SurveyamongparticipantsoftheNationalDefenseDaySource(s):MinistériodaDefesaNacional;MinistériodaSaúde(Portugal);ServiçodeIntervençãonosComportamentosAditivosenasDependênciasInformationrevealedonlineinPortugalin2022,bytypeInformationrevealedonlineinPortugal2022,bytype90%80%70%60%50%40%30%20%10%0%76.5%64.5%37.3%27.4%21.6%FulladdressRelationshipstatusLikesanddislikesClothingsizeBankdetails25Description:In2022,77percentofPortugueserespondentsdeclaredrevealingtheirfulladdressonline,while65percentconfessedpublicisingtheirrelationshipstatus.Respondentsweremoreguardedconcerningtheirclothingsize,asonly27percentassumedrevealingitonline,andregardingtheirbankdetails,revealedbyonly22percentofrespondents.ReadmoreNote(s):Portugal;August16toAugust25,2022;approx.1,000;18-74yearsoldSource(s):Cint;NordVPNMainreasonsforusingsocialmediainPortugalin3rdquarter2023MainreasonsforusingsocialmediaPortugalQ32023Shareofrespondents0%10%20%30%40%50%60%70%KeepingintouchwithfriendsandfamilyFillingsparetime63%54.7%Readingnewsstories49.9%FindinginspirationforthingstodoandbuyFindingcontent(e.g.videos)SeeingwhatisbeingtalkedaboutFindingproductstopurchaseSeeingcontentfrompreferredbrandsMakingnewcontacts37.4%36.8%30%28.4%27.8%27.1%WatchingorfollowingsportsSharinganddiscussingopinionsFindinglike-mindedcommunitiesPostingaboutyourlifeFollowingcelebritiesorinfluencersWatchinglivestreams23.8%23.7%22%21.9%21%16.5%26Description:InPortugal,overtheobservedperiod,themainreasonforusingsocialmedia,forover63percentofrespondents,wastokeepintouchwithfriendsandfamily.Fillingsparetimewasthemainreasonforusingsocialmediafor55percentofrespondents,andreadingnewsstoriesfor50percentofrespondents.Watchinglivestreamswasthemainreasonforusingsocialmediaforthesmallestportionofrespondents,17percent.

ReadmoreNote(s):Portugal;Q32023;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingsocialmediaandmessagingplatformsfornewsconsumptioninPortugalin2023LeadingsocialmediaandmessagingplatformsfornewsconsumptioninPortugal202360%54%49%50%40%40%30%20%10%0%26%24%23%FacebookWhatsAppYouTubeInstagramFacebookMessengerTikTok27Description:InPortugal,intheobservedperiod,Facebookwasthemainsocialmediaandmessagingplatformwhenitcomestoaccessingnews,selectedby40percentofrespondents.YouTubeandWhatsAppwerechosenby24and23percentofrespondents,respectively.Rankinglast,TikTokwasusedasanewsplatformbysevenpercentofthosesurveyed.ReadmoreNote(s):Portugal;January2023toFebruary2023;2,010respondentsSource(s):ReutersInstitutefortheStudyofJournalism;YouGovCHAPTER

04SocialmediausebyenterprisesShareofenterprisesthatusesocialmediainPortugalfrom2014to2023ShareofenterprisesthatusesocialmediainPortugal2014-202370%61.1%58.1%60%50%40%30%20%10%0%50%46.1%44.5%38.6%38.2%201420152016201720192021202329Description:TheuseofsocialmediabyPortuguesecompaniesincreasedovertheobservedperiod,from39percent,in2014,tomorethan61percent,in2023.

ReadmoreNote(s):Portugal;2014to2023;151,000*;*NumberofsurveysfortheEuropeanUnion.ItisnotspecifiedhowmanyofthesewerePortugueseenterprises.Thesurveypopulationconsistsofenterpriseswith10ormoreemployeesand[...]

ReadmoreSource(s):EurostatShareofenterprisesthatusesocialmediainPortugalin2023,bysizeShareofenterprisesthatusesocialmediainPortugal2023,bysize120%99.7%99.7%99%100%80%60%40%20%0%SmallenterprisesMediumenterprisesLargeenterprises30Description:InPortugal,socialmediawasmostlyusedbymediumandlargeenterprisesin2023,atarateof99.7percent.Small-sizedenterprisesusedsocialmediaatashareof99percent,whichshowsthelittledifferenceintheuseofsocialmediabetweendifferententerprises.ReadmoreNote(s):Portugal;March2023toJune2023;8,193enterpriseemployeesSource(s):StatisticsPortugalShareofenterprisesthatusesocialmediainPortugalin2023,bysectorShareofenterprisesthatusesocialmediainPortugal2023,bysector120%100%99.5%99.5%99.3%99.2%98.5%96.7%100%80%60%40%20%0%Constructionandreal

Informationandestate

communicationCateringandaccommodationCommerceOtherservicesIndustryandenergy

Transportationandstorage31Description:TheuseofsocialmediabyPortugueseenterprises,in2023,wasmostlyundertakenbythoseintheconstructionandrealestatesector.Indeed,100percentoftheseenterprisesusedsocialmediaduringtheperiodinquestion.Followingwerecompaniesfromtheinformationandcommunicationandalsocateringandaccommodationsectors,atashareof99.5percent.Enterprisesfromthetransportationandstorageweretheonesusingsocialmediatheleast,atarateof96.7percent.

ReadmoreNote(s):Portugal;March2023toJune2023;8,193enterpriseemployeesSource(s):StatisticsPortugalShareofenterprisesusingatleasttwosocialmediaplatformsinPortugalfrom2017to2023ShareofenterprisesusingatleasttwosocialmediaplatformsinPortugal2017-202330%25%26.1%26.1%20%16.8%16.3%16.3%15.9%15.9%15%10%5%0%201720182019202020212022202332Description:Between2017and2021,theshareofenterprisesinPortugalthatusedatleasttwosocialmediatypesvariedbetween16and17percent.In2022,thatshareincreasedconsiderablytoaround26percent,whichwasmaintainedin2023.

ReadmoreNote(s):Portugal;2017to2023Source(s):EuropeanCommission;EurostatEnterprisesusingsocialmediainPortugalin2023,byplatformtypeEnterprisesusingsocialmediainPortugal2023,byplatformtype70%60.6%60%50%40%27.6%30%20%10%0%6.6%SocialnetworksMultimediacontent-sharingwebsitesEnterprise'sblogormicroblogs33Description:TheshareofenterprisesinPortugalthatusedsocialnetworksamountedto61percentin2023.Nextinpopularitywastheuseofmultimediacontent-sharingwebsites,at28percent.BlogsormicroblogswereonlyusedbysevenpercentofPortugueseenterprises.ReadmoreNote(s):Portugal;2023;151,000*;*NumberofsurveysfortheEuropeanUnion.ItisnotspecifiedhowmanyofthesewerePortugueseenterprises.Thesurveypopulationconsistsofenterpriseswith10ormoreemployeesandself-employed[...]

ReadmoreSource(s):EurostatCHAPTER

05MetaFacebookusersinPortugalfromSeptember2018toDecember2023(in1,000s)Portugal:monthlynumberofFacebookusers2018-202310,0009,5009,0008,5008,0007,5007,0006,5006,0005,5005,00035Description:ThenumberofFacebookusersinPortugalamountedto8.6millionasofDecember2023.Thelowestnumberofusersduringtheperiodconsideredwasmeasuredat5.8million,recordedinMarch2019,andthehighestnumberwasrecordedinAugust2023atmorethan9.3millionusers.ReadmoreNote(s):Portugal;September2018toDecember2023;13+;FacebookusersSource(s):NapoleonCatShareofFacebookusersinPortugalin2023ShareofFacebookusersinPortugal2023100%92.3%91.8%89.7%89.6%90.2%88.2%88.3%88%90%80%70%60%50%40%30%20%10%0%86.1%84.9%83.4%82.5%Jan2023Feb2023Mar2023Apr2023May2023Jun2023Jul2023Aug2023Sep2023Oct2023Nov2023Dec202336Description:Overtheobservedperiod,theratioofFacebookusersinrelationtothetotalpopulationofPortugalremainedbetween83and92percent.Slightshiftscanbeobserved,liketherisefrom83percentofusersinJanuary2023to92percentofusersinAugust2023.ReadmoreNote(s):Portugal;JanuarytoDecember2023;13+yearsoldSource(s):NapoleonCatShareofMessengerusersinPortugalin2023ShareofMessengerusersinPortugal202370%64.9%65.1%63.7%63.7%63.2%62.6%62.8%61.5%60.8%59.8%59.4%59%60%50%40%30%20%10%0%Jan2023Feb2023Mar2023Apr2023May2023Jun2023Jul2023Aug2023Sep2023Oct2023Nov2023Dec202337Description:Overtheobservedperiod,theshareofMessengerusersinrelationtothetotalpopulationofPortugalremainedbetween59and65percent.Theyearstartedwitha59percentusershare,inAugust2023theshareofusersreached65percent,and,inDecember,theyweresetat60percent.ReadmoreNote(s):Portugal;JanuarytoDecember2023;13+yearsoldSource(s):NapoleonCatShareofInstagramusersinPortugalin2023ShareofInstagramusersinPortugal202370%64.6%64.6%63.6%63.1%63.1%61.8%61.6%61.7%61.4%60.9%60.5%60%50%40%30%20%10%0%55.3%Jan2023Feb2023Mar2023Apr2023May2023Jun2023Jul2023Aug2023Sep2023Oct2023Nov2023Dec202338Description:Overtheobservedperiod,theratioofInstagramusersinrelationtothetotalpopulationofPortugalremainedbetween55and65percent.Moderatefluctuationsoccurred,namelytherisefrom55percentofthepopulationinJanuary2023to63percentinDecember2023.ReadmoreNote(s):Portugal;JanuarytoDecember2023;13+yearsoldSource(s):NapoleonCatFacebookpostengagementrateinPortugalin2023,byposttypeFacebookpostengagementrateinPortugal2023,byposttypePostengagementrate0.0%0.0%0.0%0.1%0.1%0.1%0.1%0.1%0.2%0.2%0.2%Photoposts0.18%AllposttypesVideopostsLinkposts0.15%0.1%0.06%Statusposts0.01%39Description:Intheobservedperiod,theaverageengagementrateofFacebookinPortugalwasof0.15percent.Themostengagedtypeofpublicationwerephotoposts,with0.18percentofengagement,whiletheleastengagedwerestatusposts,withonly0.009percent.ReadmoreNote(s):Portugal;September1toNovember30,2023Source(s):DataReportal;Locowise;Meltwater;WeAreSocialFacebook'smonthlymarketshareinPortugalfromFebruary2022toMarch2024Facebook'smonthlymarketshareinPortugal2022-202485%79.76%80%75%70%65%60%78.7%78.23%78.35%76.58%77.97%77.76%76.85%76.34%76.04%75.96%75%7