The results of the National Social Media Survey 2021 are out! This is the largest trend survey regarding social media usage in the Netherlands. Held in 2021 for the eleventh year in a row. Which channels are we currently using the most? With what frequency? And which channels are the big winners? We share the 4 most important conclusions from the research.
A total of 13.7 million Dutch people use social media. Last year the figure was 13.5 million. This applies to ages 15 or older. Young people between the ages of 15 and 19 in particular are causing the average use per day to increase. They estimate that on average they spend 15 minutes longer per day on social media than last year.
The increase in daily usage, also has to do with the number of platforms being used. In fact, the first two age groups in particular have also started using more different types of channels than last year. Nationwide, each person uses about 3.9 platforms on average.
TikTok and Pinterest were the big winners last year. TikTok added +149% users. Pinterest rose +10%. Tumblr also rose hard.
The number of Instagram and LinkedIn users also continues to increase. An overview of overall social media usage shows that WhatsApp is the most used and usage also continues to rise. Facebook has remained fairly stable over the past year.
Even when looking at daily usage, WhatsApp is the most used channel.
But WhatsApp is not the only channel rising in daily usage. LinkedIn and YouTube are also up harder than other channels compared to last year.
Below you can see the top 5 channels that are used the most on a daily basis.
In the table below, you can see that LinkedIn, TikTok and Tumblr are being used a lot more daily than last year. In fact, TikTok is up almost 200%!
In the 15 to 19 age group, daily Facebook use is decreasing significantly! Quite a difference from other channels where usage has actually increased everywhere.
For the 2021 social media survey, Newcom invited Dutch people aged 15 and older to participate in the National Social Media Survey. Participants were able to take part via an online questionnaire. The sample of 7,021 respondents is a representative reflection of the Dutch population aged 15 and older and social media usage.
You can download Newcom's full report here.
