Our research conducted with a sample of Serbian users aged 18–64 shows that social media continues to serve as a strong and influential digital 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) may differ significantly. Some platforms with moderate overall adoption may deliver strong daily engagement — or vice versa. For complete datasets, base sizes, and the full report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Facebook leads daily usage: Daily activity reaches 84%, with stronger engagement among women (87%) and peak usage among users aged 35–44 (88.6%).
• Instagram dominates among younger audiences: Daily usage stands at 81%, peaking at 92.2% among ages 18–24 and 85.7% among 25–34‑year‑olds — confirming its importance for visual‑first content.
• YouTube remains stable and widely used: Daily usage reaches 67%, with higher engagement among men (69.8%) and very strong activity among 18–24‑year‑olds (84%).
• TikTok remains youth‑driven: Daily usage stands at 70%, rising to 85.7% in ages 18–24 and 75.3% among 25–34‑year‑olds.
• Telegram sees notable traction: Daily usage reaches 47%, especially strong among men (55.1%) and among users aged 55–64 (54.8%).
• Pinterest remains female‑focused: Overall usage is 23%, rising to 33.3% among women. Daily usage reaches 28%, making it a strong platform for lifestyle content.
• X (Twitter) supports news and public commentary: Daily usage stands at 50%, with stronger performance among men (54.6%) and particularly high engagement among ages 35–44 (63.6%).
• Snapchat shows youth appeal: Daily usage reaches 48%, peaking at 72.2% among users aged 18–24.
• Reddit and Twitch appeal to niche tech/gaming communities: Daily usage is 37% for Reddit and 38% for Twitch, especially among younger and digitally savvy segments.

🎯 Strategic Recommendations

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