The largest trend survey of social media usage in the Netherlands is once again upon us: the 2019 National Social Media Survey. Sneak preview, Facebook lost over half a million users in 2018. Quickly read the five main conclusions from this research.
Facebook lost a whopping 640,000 users bringing them to 10.1 million users in the Netherlands. Of those 640,000, 240,000 Dutch people actually cancelled their accounts. The rest have not deleted the account, but no longer sign up. Possibly the drop has to do with the fact that Facebook was badly in the news several times in 2018.
Instagram, WhatsApp and Youtube, on the other hand, show fairly steady growth.
Currently WhatsApp has the most users (11.9 million), Facebook is still number 2 in the top 3 with 10.1 million users and Youtube follows with 8.7 million users.
Logically, due to the decline in users, Facebook is also used less daily. Nevertheless, Facebook is still number two.
Instagram has actually risen in this area and is now even above Youtube. The daily usage of Instagram is up a whopping 26%!
Looking at ages, it is notable that younger people in particular are using Facebook less.
Use has also declined in the 20-39 age group. In the other categories, usage has remained fairly stable.
The reasons for using Facebook less include:
- I like other social media more
- It takes me too much time
- I don't trust the platform
- Too much fake news
Unlike Facebook, Instagram is increasing in users almost every year and daily usage is also increasing. This is true for all age groups except 80+.
Trust in social media, after several stable years, has nevertheless declined. This is the case in all age groups. In the 15-19 age group, 24% say they trust social media. In the 20-39 age category, it is only 16%.
The survey also presented two expectations:
'I expect social media to become an increasingly important contributor in the way I gather information' 2.
2. "I expect social media to play an increasing role in my life in the coming years.
These expectations also fell.
Conclusions National Social Media Survey 2019
These were the five conclusions that struck us most from this study. And that can have an impact on your B2B marketing strategy. Want to read the complete results of the 2019 National Social Media Survey? Then download the report here >>
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