A recent study by YPulse has revealed that WhatsApp is a crucial part of the daily lives of young Europeans. Among individuals aged 25-39, two-thirds use the platform daily, and for those aged 13-17, WhatsApp is equally as popular as TikTok.
Within Europe, three out of every five young people aged 13-39 utilize WhatsApp daily. The study was conducted in the UK, France, Germany, Spain, and Italy, and indicates that Meta’s messaging service has established itself as the dominant social media platform in terms of usage.
The study also highlights varying usage patterns among different age groups. When comparing the demographic, it was found that two-thirds of 25-39 year-olds open WhatsApp daily, compared to 56% of 13-17 year-olds and 52% of 18-24 year-olds. This age group is as likely to use Meta’s messaging service daily as they are to use TikTok. In contrast, 18-24 year-olds are more inclined to use the Chinese social network and Instagram daily.
The fact that Meta’s messaging service is free to use has played a key role in its popularity. Furthermore, the study notes that the app’s security features, which enable encrypted and private messages, also contribute to its favorability.
The study also shows that WhatsApp is the most frequently used platform for sending messages, posting content, or commenting among 13-17 year-olds (48%) and 25-39 year-olds (53%) at least once a week. The only age group that leans more towards Instagram than WhatsApp is the 18-24 year-olds, at 49% vs 44%.
Benefits for Brands
While TikTok is essential for young Europeans, their usage differs from that of WhatsApp. Young Europeans tend to have a more passive relationship with TikTok, with only a quarter participating actively by posting, sending videos, or commenting each week.
A majority of users are content simply consuming the entertaining content without direct interaction. Only 20% of 25-39 year-olds, 35% of 13-17 year-olds, and 36% of 18-24 year-olds post and comment on the Chinese social network at least once a week.
Given the high level of engagement, WhatsApp is now considered a crucial platform for brands seeking to reach young Europeans. Meta has developed tools to enable brands to create their communication channels and deliver targeted content to their audiences. – AFP Relaxnews
*Survey conducted among a representative national sample of 2,500 young people aged 13 to 39 in the UK, France, Germany, Spain and Italy, from September 26 to October 5, 2023.
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