Our research conducted with a sample of Austrian residents aged 18 and above shows that social media continues to play a significant role in nationwide digital engagement.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform usage and daily active usage (logging in at least once per day) can vary significantly. A platform may have moderate overall reach but high daily engagement—or the reverse. For full datasets, extended bases, and the complete report, you can contact Datambar to purchase the country‑level analysis. The following insights are shared in limited scope for decision‑makers such as market researchers, advertisers, academics, and students.

• Instagram leads daily engagement: Daily login rate is 76%, peaking at 84.2% among ages 18–24 and 89.3% among 25–34. It stands out as a critical channel for youth‑focused targeting.
• TikTok continues driving the short‑video trend: Daily usage is 69%, reaching 86.2% in the 18–24 group and 77.6% in the 25–34 group, making it strong among young audiences.
• Facebook is strong among mature users: Daily usage stands at 75%, with 82.1% in the 35–44 group and 80.4% in the 45–54 group—showing a well‑balanced distribution.
• YouTube remains a stable video hub: Daily usage is 59%, rising to 74.4% among ages 35–44—confirming its essential role for video content.
• Snapchat appeals to young and female audiences: Daily usage reaches 68%, climbing to 81.5% in the 18–24 group and 70.3% among women.
• Pinterest fits well with lifestyle‑driven content: Daily usage is 25%, rising to 27.4% among women and 27.3% among 18–24‑year‑olds.
• Telegram stands out among mature audiences: Daily usage is 61%, peaking at 80% among 18–24‑year‑olds and 61.5% among the 45–54 group—suitable for community‑driven communication.
• X (Twitter) is preferred for news and current affairs: Daily usage reaches 57%, particularly strong among men (70.2%) and the 35–44 group (71.4%), making it ideal for news and commentary.

🎯 Strategic Recommendations

• Broad reach and strong daily engagement: Facebook + YouTube
• Youth targeting: Instagram + TikTok + Snapchat
• Female‑focused campaigns: Pinterest + Instagram
• News‑driven and male‑skewed content: X (Twitter)
• Mature audiences: Facebook + YouTube + Telegram