Instagram has become the most used social network in Portugal, dethroning Facebook for the first time. In 2024, the social network founded by Mark Zuckerberg fell to third place on the podium, with WhatsApp now occupying second place.
According to the 2024 edition of the study “Portuguese and Social Networks”, prepared by Markettest Since 2011, Instagram has been the social network that Portuguese access the most (34.2%). Followed by WhatsApp and Facebook with 27.2% and 20.9% of references.
“The results of the study also show that Facebook remains the social network with the largest penetration in Portugal: almost 90% of Portuguese who use social networks have a Facebook account. Next come WhatsApp (88.3%) and Instagram (82.1%),” We can read on the Marktest website,
The study “Portuguese and Social Networks”, which aims to find out the levels of knowledge, usage, opinions and habits of Portuguese regarding social networks, was carried out through online interviews conducted between 5 and 23 July 2024. 803 interviews were conducted. Going out with people between the ages of 15 and 64, residing in mainland Portugal and using social networks.
