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According to a survey conducted by forsa for SevenOne Media, just over a third of consumers in Germany ages 14 to 29 said they used Instagram in Q4 2016. But user rates among older groups were much lower and declined with age.
In total, just 10% of respondents ages 14 and older said they used Instagram in Q4 2016. Fifty-four percent said they were aware of Instagram, but they didn’t use it.
Overall, consumers in Germany prefer to use Facebook: 39% of consumers ages 14 and older said they used Facebook in Q4 2016, according to the same study.
But for advertisers thinking of marketing on social media in Germany, it’s worth noting that internet users in the country are less likely to use Facebook compared with some of their regional and global peers.
For example, eMarketer expects one-third of the population in Germany will use Facebook at least once a month in 2017. By comparison, 41.3% of the population in France and 49.3% of the UK population will do so.
This year, eMarketer estimates, over 52% of the US population will use Facebook at least monthly.
US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%.
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