Our research conducted with a sample of Azerbaijani users aged 18–64 highlights the strong and dynamic role of social media across the country.

📊 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 differ significantly. A platform may have lower overall reach but very high daily engagement — or the opposite. For deeper insights, expanded bases, and the full report, you may contact Datambar to purchase the country‑level dataset. The information below is shared in limited scope for decision‑makers such as market researchers, advertisers, academics, and students.

• TikTok leads daily usage: Daily login rate reaches 93%, climbing to 94% among ages 18–24 and 96.3% among 25–34 — making it a critical channel for youth‑focused targeting.
• Instagram drives strong engagement: Daily usage stands at 87%, with remarkable levels among 18–24‑year‑olds (96%) and 25–34‑year‑olds (92.4%).
• YouTube remains a stable video hub: Daily usage is 70%, reaching 77.6% among the 55–64 age group — demonstrating strong engagement even among mature audiences.
• Facebook is preferred among older users: Daily usage reaches 47%, rising to 70.7% among ages 55–64.
• Telegram suits community and announcement‑driven content: Daily usage stands at 36%, with higher activity among 55–64‑year‑olds (47.4%).
• Snapchat appeals to young and female audiences: Daily usage is 25%, particularly strong among the 25–34 segment (34.2%).
• Pinterest offers advantages for lifestyle content: Daily usage sits at 23%, peaking at 37.5% in the 35–44 age group.
• X (Twitter) is preferred for news and current affairs: Daily usage is 26%, rising to 42.9% in the 35–44 group — ideal for commentary and real‑time discussions.

🎯 Strategic Recommendations

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