Pexels Photo 533446 Everyone is on social media, right?

Everyone is on social media, right?

Everyone is on social media. That's what we all assume, right? But is it true? We have established that the lifestyle of an average marketeer is very different to that of an average Belgian. From the Consumer Connection Survey, a study among 1,334 Belgians conducted by Profacts (commissioned by BD myShopi and carried out in close collaboration with UBA (Union of Belgian Advertisers)), it can be concluded that advertisers often look in the mirror for their strategy. 94% of Belgian marketeers use social media every week and automatically think this is the case for all Belgians too. In reality, the user figures are more than a quarter lower (69%).

Social media use is higher among marketeers

The Consumer Connection Survey shows that 94% of Belgian marketeers use social media every week, and 83% use it every day. Marketeers believe that this is the same for the whole Belgian population, and estimate that 95% of their compatriots use social media on a weekly basis. In reality the true figure is 69%, so more than a quarter lower. Over half of Belgians (54%) state that they use social media every day, while almost 1 in 5 (17%) never use it.

69% of the Belgian population uses social media on a weekly basis. 17% never does.

Female, and younger

The survey also shows that women are the most active on social media. Three quarters of women state they are active on a weekly basis, while for men that figure is only 62%. Almost a quarter (23%) of men say that they never use social media, while this is only true for 11% of women.

Belgians' social media use also strongly differs according to age group. Of 18 to 34 year olds, 9 out of 10 are active every week. The level of use reduces with age: 77% in the age group 35-44, 67% of 45-54 year olds, 59% of those aged 55-64, and 48% of people 65 and above.

Ccs Infographic Social Media
Consumer Connection Survey

Facebook: most popular

Of all the social media platforms studied, Facebook is the most used by Belgians: 73% say they sometimes use the platform. Moreover, it is the most used medium among all age groups.

The use of other social media platforms is notably lower: Instagram 35%, Pinterest 27%, LinkedIn 26%, Snapchat 19% and Twitter 18%. Having said that, their use varies a great deal according to age group. No less than 65% of 18 to 24 year olds use Snapchat, and this age group also scores high in the use of Instagram (73%), Pinterest (39%) and Twitter (33%). For 25 to 34 year olds, LinkedIn (49%) does well, as do Instagram (55%) and Pinterest (40%). Approximately 1 in 5 Belgians between 25 and 54 years old have used Twitter.

Almost all of the social media platforms studied are more actively used by women than men: Facebook (79% vs. 67%), Instagram (42% vs. 28%), Pinterest (40% vs. 13%) and Snapchat (23% vs. 15%). For LinkedIn there is however no difference between the sexes, and slightly more men (20%) than women (17%) use Twitter.


A Profacts study among 1.334 Belgians / representative sample