Misconception that only Generation Z lives on TikTok – the average age of Hungarian users is 38 years old

By: Trademagazin Date: 2024. 12. 12. 11:09

Social media has become an indispensable part of every generation’s lives, from news consumption to purchasing decisions, according to a joint study by Publicis Groupe CEE (Central and Eastern Europe) and GWI, which analyzes social media usage habits in the Central and Eastern European region, including Hungary. According to the results, nearly 40% of Hungarian internet users use social media on a daily basis not only for information (52%), but also for product discovery (86%). Interestingly, the average TikTok user in Hungary is 38 years old – which is higher than the regional average. The study also highlights that while short video content remains popular, interest in longer formats is also growing. This is especially true in the case of Instagram and TikTok, where users consume both short and longer videos.

The report is based on GWI’s comprehensive online research, which examines the habits of internet users aged 16-64. It analyzes trends in seven key markets in the region – Bulgaria, Croatia, the Czech Republic, Greece, Hungary, Poland and Romania – using representative samples of the internet-using population in each country. “The role of social media in people’s lives is of paramount importance worldwide, and this impact transcends national borders and generations. In the CEE region, Generation X is the most active on social media, closely followed by millennials, but the ways in which these two groups use the platforms differ significantly. Understanding what matters most to different consumer groups in the region is the surest way for brands to effectively reach them with messages that truly resonate,” says Jason Mander, GWI Research Director.

Generations and Platforms: The Impact of Social Media in Hungary

In Hungary, social media plays a fundamental role in the digital space, actively shaping the lives of all ages. The results of the research show that the average age of users of different platforms is extremely diverse, reflecting the broad social reach of social media. Facebook and LinkedIn users are on average around 40 years old, while Instagram (35 years) and Snapchat (29 years) remain among the favorites of younger generations. It is particularly noteworthy that the average age of TikTok users in Hungary is 38 years old, which is higher than in several countries in the region, such as Croatia (37 years) or Poland (36 years). The data also shows that Hungarian internet users self-report spending almost 2 hours a day on social media platforms, which is the same as the average for the Central and Eastern European region. However, according to the research, a significant proportion of users are concerned about spending too much time on social media. Those who feel overly attached to these platforms spend an average of 2 hours and 30 minutes a day on social media.
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