Our research conducted with a sample of Belgian users aged 18–64 shows that social media remains a strong and influential engagement space 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 moderate overall penetration yet high daily engagement — or the reverse. For full datasets, expanded bases, and the complete country report, you can contact Datambar. The insights below are shared in limited scope for market researchers, advertisers, academics, students, and other decision‑makers.

• Facebook leads daily usage: Daily login rate is 72%, especially high among the 45–54 age group (80.6%) and 55–64 group (78.7%), making it a strong choice for mature audiences.
• Instagram performs strongly among younger users: Daily usage is 65%, reaching 72.2% among ages 18–24 and 70.5% among 35–44, making it effective across both young and mid‑age segments.
• TikTok continues to drive short‑video engagement: Daily usage stands at 69%, rising to 79.6% among 18–24‑year‑olds and 72.7% among 25–34‑year‑olds — a key channel for youth targeting.
• YouTube remains a stable video hub: Daily usage is 56%, peaking at 67.1% in the 45–54 age group — showing consistent strength among mature users as well.
• Snapchat is youth‑focused: Daily usage reaches 63%, climbing to 81.6% in the 18–24 group and 71.9% among 25–34‑year‑olds.
• Pinterest works well for lifestyle content: Daily usage is 20%, rising to 41.2% among 45–54‑year‑olds.
• X (Twitter) is preferred for news and real‑time updates: Daily usage is 48%, climbing to 73.7% among ages 45–54 — ideal for news and commentary‑focused content.
• Telegram supports community‑based communication: Daily usage is 42%, particularly strong among 18–24‑year‑olds (80%).

🎯 Strategic Recommendations

• Broad reach and 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