Study: 66 million social media users in Germany – with an average of 6 accounts each

The global study “Digital 21” by Hootsuite and We Are Social highlights the entire development of digitization worldwide. There is also astonishing progress in Germany.

Users in Germany spend an average of five and a half hours per day on the Internet. Of this, 1.5 hours on average are spent on social media alone. That goes from a global study by Hootsuite and We Are Social that reveals the status quo of digitization from different perspectives and in different markets. The “Digital 2021” report illustrates usage behavior and developments in the digital market based on data. For Germany, this also shows that the number of Internet and social media users has again increased significantly compared to the previous year.

Almost 79 million internet users and 66 million social media users

The report by Hootsuite and We Are Social estimates that Germany has a population of 83.84 million. Accordingly, the 78.81 million Internet users correspond to a percentage of 94. Around a million users have been added since January 2020. There are almost 113 million cell phones connected to the network, significantly more than the population.

There was also a large increase in social media users. The 66 million users now show that almost 80 (78.7) percent of people in Germany use social media. And not one or two accounts are maintained, but an average of six!

Overall internet usage figures from Germany, © Hootsuite, We Are Social

When it comes to social media, people can choose from a wide variety of platforms and apps such as Facebook, Snapchat, Instagram, WhatsApp, YouTube, TikTok, etc. 7.7 million users have been added year-over-year in Germany. According to Hootsuite and We Are Social, over 63 million of all users of social media access the media via smartphone. After all, many experiences like TikTok or WhatsApp are designed primarily for mobile.

The time that is spent with digital media is enormous

Most of us may experience it firsthand, so it is hardly surprising how much time people in Germany spend using digital media in the context of a year with the corona pandemic. The “Digital 2021” report records five hours and 26 minutes a day that users (16 to 64 years of age) in Germany spend on average on the Internet. Around 1.5 hours are spent on social media on average, and around an hour on average for streaming services. There are also pastimes like listening to podcasts (about half an hour a day on average) or gaming (47 minutes a day on average).

That's how much time people in Germany spend with different media, © Hootsuite, We Are Social
That’s how much time people in Germany spend with different media, © Hootsuite, We Are Social

The large amount of time that people spend online is not only spent on messaging, entertainment or (news) information. Because while most stores are closed, e-commerce is booming. According to the study, 92.5 percent of all users in Germany (16 to 64 years old) visited an online shop digitally in the past month.

More mobile shopping contributes to large e-commerce sales

Almost two thirds of users in Germany (16 to 64 years old) now rely on at least one shopping app. 37.7 percent of users made a mobile purchase last month. The desktop is even more popular for shopping in Germany. Because 81.6 percent of users in Germany (16 to 64 years old) ordered something about this last month. During the same period, 84.3 percent searched for products or services online.

Activity related to e-commerce in Germany
Activity related to e-commerce in Germany last month (as of February 2021), © Hootsuite, We Are Social

Despite the restrictions imposed by Corona, people from Germany have often spent their money on travel, mobility and accommodation. 32.21 billion US dollars were turned over here in 2020. According to Hootsuite and We Are Social, electronics and physical media take second place in the e-commerce sector (sales of $ 22.97 billion), just ahead of fashion and beauty (sales of US $ 22.45 billion).

In the context of the significantly more time spent at home, the areas of toys, DIY and hobbies (18.56 billion US dollars in sales) as well as furniture and decorations (12.53 billion US dollars in sales) or food and personal care (11, 1 billion US dollars in sales) have become major sales drivers.

E-commerce spending of people in Germany in 2020, by category
Ecommerce Spending of People in Germany 2020, by Category, © Hootsuite, We Are Social

The year 2020, which was shaped by the corona pandemic, has once again significantly changed media usage behavior in Germany – some developments may simply have been accelerated, others (such as the great demand for DIY content and products) may have been made possible by the restrictions in public life.

We can also expect more users on the Internet and on social media in 2021. With Clubhouse, a new social app has only recently entered the cosmos of users in Germany that could establish itself in the long term. In addition, there are always new features from Instagram, Facebook, TikTok, YouTube and Co. E-commerce should also continue to boom in 2021 and set new records. We are waiting for the developments, for which the first signs can already be read, and look at the digital market with new insights.

If you want to understand all the insights from the “Digital 2021” report – including the data for the global market – you can read the study at Hootsuite. All of the insights from the analysis could provide inspiration for marketers to get their campaigns on the right track for 2021 and beyond. However, social and mobile content should have long been on the agenda.

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Source: OnlineMarketing.de by onlinemarketing.de.

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