Our research conducted with a sample of Portuguese users aged 18–64 shows that social media continues to serve as a strong and influential engagement channel 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) can differ significantly. Some platforms with modest reach may show high daily engagement — or the reverse. For complete datasets, sample bases, and the full report, Datambar can be contacted. The following insights are shared in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Instagram leads daily activity: Daily usage reaches 82%, with notably higher engagement among women (86.3%). It is a key youth platform, reaching 88.9% among ages 18–24 and 86.6% among 25–34‑year‑olds.
• Facebook provides broad and stable reach: Daily usage is 76%, particularly strong among users aged 35–44 (80.6%) and 55–64 (82.5%).
• TikTok continues to dominate younger audiences: Daily usage reaches 73%, with exceptional activity in the 18–24 group (93.1%) and strong engagement among 25–34‑year‑olds (80.9%).
• YouTube remains consistent and highly relevant: Daily usage stands at 61%, reaching 65.4% among men and 73.7% among 18–24‑year‑olds — essential for video‑focused strategies.
• Telegram shows growing traction: Daily usage reaches 58%, particularly strong among men (66%) and mature users — 66.7% among 45–54‑year‑olds and 62.5% among 55–64‑year‑olds.
• Pinterest is female‑focused: Overall usage is 23%, increasing to 33.2% among women. Daily usage sits at 21%, making it a strategic platform for lifestyle‑driven content.
• X (Twitter) supports news and commentary: Daily usage reaches 56%, with strong engagement among men (63.8%) and users aged 25–34 (63%).
• Snapchat and Twitch appeal to niche, youth‑centric segments: Daily usage is 33% for Snapchat and 38% for Twitch, especially among tech‑savvy younger groups.

🎯 Strategic Recommendations

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