Social media usage in Hungary - statistics & facts
In 2023, nearly 93 percent of Hungarians were internet users, and the majority of connected citizens had accounts on social networks. Social media usage has become one of the most common online activities in the country; however, there are some differences when it comes to the most popular platforms compared to the rest of the world.
With influencer advertising still being a rising trend in Hungary, expenditure on this form of advertising is expected to increase significantly over the next years. In 2029, influencer advertising spending is forecast to reach nearly 52 million U.S. dollars, marking an increase of 71 percent compared to 2023.
Facebook is still in the lead
As of July 2024, Facebook was still by far the most widely used social network in Hungary, counting approximately 7.11 million registered users. The Hungarian version of the platform was launched in 2008 and quickly gained popularity. It has become an almost essential part of many people’s lives, serving as the primary communication channel. While having a Facebook profile is equally common among different age groups and genders, Instagram seems to be more popular among the younger generations of Hungarians, with women accounting for a higher share of the user base. In addition to the already-established social media sites, newer platforms have also been gaining ground in the country. The number of TikTok users has been gradually increasing, with over 2.6 million Hungarians accessing the platform on a monthly basis in October 2023.Marketers will spend more on influencer advertising
Even if Instagram and TikTok attract a smaller number of users than Facebook, they have become inevitable marketing channels, as an increasing number of companies are integrating influencer marketing into their communication strategy. Influencer advertising is an undoubtedly a powerful tool in the country, as in 2023, nearly half of Hungarians between the ages of 14 to 25 years had purchased something based on an influencer’s recommendation. When it comes to the preferred influencer content types, Hungarians tend to use this format to inform themselves on current events, with product reviews ranking in second place.With influencer advertising still being a rising trend in Hungary, expenditure on this form of advertising is expected to increase significantly over the next years. In 2029, influencer advertising spending is forecast to reach nearly 52 million U.S. dollars, marking an increase of 71 percent compared to 2023.
