Our research conducted with a sample of Irish users aged 18–64 shows that social media continues to be a strong and influential digital engagement environment across the country.

📊 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 usage but high daily engagement — or the opposite. For complete datasets, sample bases, and the full report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, market researchers, academics, students, and other decision‑makers.

• Facebook shows strong daily engagement: Daily usage reaches 73%, with exceptionally high engagement among users aged 55–64 (89.8%), making it a strong channel for mature audiences.
• Instagram performs strongly among younger users: Daily usage stands at 72%, with notable engagement among 18–24‑year‑olds (70.8%) and 25–34‑year‑olds (71.3%).
• YouTube remains a stable video platform: Daily usage reaches 64%, with balanced engagement and particularly strong performance among the 35–44 segment (71%).
• TikTok continues to drive short‑video consumption: Daily usage is 65%, with high engagement among 18–24‑year‑olds (77.3%) and 25–34‑year‑olds (62.3%).
• Snapchat retains youth appeal: Daily usage reaches 50%, peaking at 70% among 18–24‑year‑olds.
• Pinterest offers advantages for lifestyle‑focused content: Daily usage is 26%, especially strong among 25–34‑year‑olds (34.6%).
• X (Twitter) is preferred for news and commentary: Daily usage stands at 56%, rising to 63% among 35–44‑year‑olds.
• Telegram suits community‑oriented and announcement‑driven content: Daily usage is 45%, with notable engagement among the 25–34 group (66.7%).

🎯 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)
• Community and announcement content: Telegram