PER Agency: Social media use in Germany declines slightly

PER Agency: Social media use in Germany declines slightly

For the first time since the start of the coronavirus pandemic, social media use in Germany is declining. According to the “Social Media Atlas 2024” study, 80% of German internet users aged 16 and over are currently active on platforms such as Facebook, YouTube and WhatsApp – a decrease of 4% compared to the previous year. The sharp decline in the 40 to 49 age group is particularly noteworthy: Their average usage time fell by 6.4 hours to 16.3 hours per week.

Professional use of social media has also decreased and now averages 9.3 hours per week – 4.4 hours less than in 2023. The 40 to 49-year-olds are also particularly hard hit here, with their professional use falling by 12.7 hours to 7.6 hours per week.

These developments have a significant impact on the communication strategies of companies in the CommTech sector. Roland Heintze from PER Agency emphasizes the need for a balanced media mix: “The loss of importance of social media shows that ‘a lot of digital’ no longer means ‘a lot of success’.” It is becoming increasingly important to choose the right channels for communication in order to remain effective. If you would like to find out more, you can find the full study free of charge here.