Our research conducted with a sample of German users aged 18–64 shows that social media continues to be a strong and influential part of the country’s digital landscape.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) may differ significantly. Some platforms may show moderate overall penetration yet very high daily engagement — or the opposite. For full datasets, sample bases, and the complete country report, Datambar can be contacted. The insights below are shared in limited scope for market researchers, advertisers, academics, students, and other decision‑makers.

• Facebook shows strong daily engagement: Daily usage reaches 71%, especially high among ages 45–54 (69%) and 55–64 (77.8%), making it a strong channel for mature audiences.
• Instagram leads among younger users: Daily usage is 73%, peaking at 81.8% among 18–24‑year‑olds and 86.1% among 25–34‑year‑olds — a key platform for youth targeting.
• TikTok continues to drive short‑form video content: Daily usage reaches 76%, including 77.8% among ages 18–24 and 86.2% among 25–34‑year‑olds.
• YouTube remains a reliable video hub: Daily usage is 67%, showing balanced engagement — 76.5% among 25–34‑year‑olds and 70.3% among 35–44‑year‑olds.
• Snapchat appeals to younger audiences: Daily usage reaches 59%, with strong engagement in the 18–24 group (70%) and 25–34 group (60%).
• Pinterest stands out for lifestyle‑focused content: Daily usage is 40%, with strong performance in the 25–34 segment (37.5%) and 35–44 segment (44.4%).
• X (Twitter) is preferred for news and commentary: Daily usage is 58%, especially strong among 25–34‑year‑olds (72.2%).
• Telegram supports community‑oriented content: Daily usage is 53%, with noticeable engagement among ages 35–44 (60%) and 55–64 (75%).

🎯 Strategic Recommendations

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