TikTok and Twitter are on the rise, the use of Facebook and WhatsApp is declining somewhat. The messaging app is especially declining in popularity among young people and 20-29 year olds. These are some of the striking results of the annual National Social Media Survey 2022 from Newcom Research.

The growth in the number of TikTok users continues and went from 1,7 million to 3 million. Daily use also grew strongly, from 836.000 to 1,6 million Dutch people. This makes the channel increasingly relevant, also for customer service purposes.

[text continues below image]

The number of Instagram users also increased, by 11%. In a comprehensive overview on Marketingfacts Danny Oosterveer that he noticed the increase at Twitter the most: 22% more users in the past year, from 2,9 to 3,5 million users. Especially the group of 25-29 year olds would have discovered Twitter as a channel. According to Oosterveer, the Dutch are actively using social media: more platforms and for more time. Only Facebook continues to shrink, in number of users and amount of time. The decline in Facebook use is mainly caused by decreasing use among 20-29 year olds. Daily use in that age group fell from 60 percent to 48 percent.

The daily use of WhatsApp decreased slightly, from 9,8 million to 9,7 million Dutch people. This decrease is particularly noticeable in the 20-29 age group. And finally Linkedin: that is also going well. It is increasingly becoming a business social platform, says Oosterveer. Especially daily use is growing. Clubhouse doesn't seem to be a success, with only 494.000 users. (Marketing Facts)

Customer Experience