What are the most used social networks in Luxembourg (and among our neighbors)?

By cross-checking recent data from different sources (Hotsuite, Statista, NapoleonCat… as well as those communicated by the social networks themselves), we were able to learn more about the profiles and uses of Luxembourgers and our neighbors on social networks, especially regarding Facebook and Instagram for which we have more precise statistics.

General situation.

In January 2021, 410,000 people in Luxembourg, or 65% of residents, regularly use social networks. This percentage is close to the European average which varies between 70 and 80%, depending on the country.

With about one and a half hours per day (or 23 days per year) spent on social media*, Luxembourgers are in the European average. However, they are far behind the world champions, the Philippines, who spend 4 hours per day, or 60 days per year.

* The term social media refers to social networks (Facebook, Instagram, Linkedin, Twitter…), but also to Youtube as well as WhatsApp and Messenger.

And the winner is…

Without surprise Facebook is the most popular network in Luxembourg. Moreover, the top quintet is also in line with what can be observed in most Western countries. But, what applies to the West is not a universal rule, you can see some local particularities by consulting this other article of our blog which deals with the popularity of social media in different regions of the world.

Facebook: the most used, the most parity and the most intergenerational.

With 330,000 regular users, of which nearly 70% are between 18 and 44 years old, Facebook is unsurprisingly the most popular network in Luxembourg and the medium with the largest audience in the country, even if the comparison between a social network, a radio station or a daily newspaper does not really make sense.

If young active people (18-44 years old) represent the vast majority of users, Facebook is also the network where 45-65 years old and seniors are the most present in absolute value. On the other hand, 13-17 year olds are turning away from it and prefer Instagram, Snapchat and Tiktok.

64.2% of Luxembourgers connect only via smartphone, while only 2.1% connect exclusively via computer. This 64.2% figure means that applications such as Adblocker, which are inoperative on the Facebook mobile application, will not be able to reduce the reach of ads on company or brand accounts.

Luxembourgers click on an ad on average 18 times per month. If you relate this figure to the total population of the country, it is easy to deduce that 6 million clicks are made every month on Facebook ads. This success can explain that already in 2018, about 28% of business pages were looking to tap into this seam.

Instagram: the strongest growth in the last two years.

Instagram is the social network whose evolution in number of users is the most dynamic for the past two years: +60% between April 2019 and April 2021 against +14% for Facebook.

Its audience is younger and slightly more female than Facebook’s, 18-34 year olds indeed represent 56% of total users, or 146,000 people and nearly 82% are under 45, or 231,000 people.

Three statistics from our article “Instagram, the 27 figures that justify integrating it into your marketing“, but which are not specific to Luxembourg, show that this network is the most conducive to social network marketing (for B2C business and brands).

• 50% of users have visited a website to make a purchase after seeing a product or service in Stories.
• 90% of Instagram users follow at least one business.
• 50% of users are more interested in a brand after seeing an ad about it on Instagram.

Linkedin:

According to the Wearesocial report of January 2021, 400,000 people aged 20 to 65 use Linkedin in Luxembourg. That almost 75% of the country’s population is active on this network seems rather fanciful to us, unfortunately we haven’t found any other statistics that could illustrate the level of Linkedin usage in the Grand Duchy.

Twitter:

Twitter is clearly not as successful in Luxembourg as it is in our neighboring countries and except for messages with a governmental character or coming from institutional actors like the CCI, for example, you will almost never see sponsored tweets from local companies in your time line.