February 15, 2021
21:22
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Pandemic obliges, the Belgians are put on the hour of social networks in 2020. A study reveals that Instagram was adored by the Belgians, with a growth of 25%.
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The figures are indeed final: the coronavirus has benefited Instagram, which claims growth of 25% in 2020 (and 4.7% per semester). In 2020, the subsidiary recorded 45.4% of Belgians over the age of 13, against 37% at the end of 2019, and 53.1% among Internet users aged 16 to 64, against 50% in January 2020. In total, this represents no less than 4.5 million Belgians.
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+ 10.7% more users
Growth that has also been observed globally on social networks. In 2020, Belgian users active on the various platforms increased by 10.7%. “Of the 11.61 million Belgians, 8.83 million, or 76% of the population, are active on social networks,” reports consultant Xavier Degraux.
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The pandemic has also boosted the time Belgians spend daily on social networks. “On average, Belgian Internet users aged between 16 and 64 spent 1h45 per day on social networks in 2020. This represents 9 minutes more than in 2019, i.e. an increase of 9.4% on an annual basis», Against 5 minutes in 2021.
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Read also | What if, in the end, the social network was the media’s best friend?
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More on Facebook
Belgians are therefore more numerous on Facebook than in 2019. “Facebook reached, at the end of 2020, 69.7% of the Belgian population of age to have an account (over 13 years old). Against 66% at the end of 2019 and 72% at the end of 2018 ”, specifies the report, with 5.6 million Belgians active on Messenger.
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The report also states that the Belgian population has diversified its use on social networks. Belgian internet users aged between 16 and 64 now have 7.4 accounts on social networks, compared to 6.9 a year earlier. This use, on the other hand, is mainly dedicated to private use. Only 28% of respondents (compared to 30% in 2019) used it in the course of their work.
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The Belgians are in reality only following the movement of growth that has taken place on a global scale on social networks. The Kepios study reveals that there are “today 4.20 billion users of social networks in the world”, or 53% of the total world population. This digit increased by 490 million in the last twelve months, which represents a growth of more than 13% compared to the previous year.
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©AFP
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