2022年8月外文研究報告social media usage in hungary

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01OverviewInternetpenetrationrateinHungaryfrom2010to2021InternetpenetrationrateinHungary2010-2021100%90%90.1%87.5%85.8%83.9%83%81.1%78.8%77.9%80%70%60%50%40%30%20%10%0%75.6%73.9%71.4%66.9%20102011201220132014201520162017201820192020*20214Description:In2021,morethan90percentoftheHungarianpopulationwereinternetusers.In2010,theinternetpenetrationratereachedonly67percent.ReadmoreNote(s):Hungary;2010to2021;*Changeinmethodologystartingwiththeyear2020.ReadmoreSource(s):HungarianCentralStatisticalOfficeSocialnetworkuserpenetrationinHungaryfrom2017to2026Hungary:socialmediapenetration2017-202690%79.97%80.41%79.48%78.79%78%77.02%80%70%60%50%40%30%20%10%0%75.83%74.37%72.6%70.44%201720182019202020212022*2023*2024*2025*2026*5Description:ThisstatisticdisplaysaforecastofthesocialnetworkuserpenetrationrateinHungaryfrom2017to2026.In2026,theshareofmonthlyactivesocialnetworkusersisprojectedtoreach80.41percentoftheinternetusersinthecountry.Thiswouldbeanincreaseof4.4percentfrom77.02percentin2021.ReadmoreNote(s):Hungary;2017to2021;shareofthetotalpopulationwhouseasocialnetworkviaanydeviceatleastoncepermonth.;*Forecast.Internetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth.ReadmoreSource(s):NumberofsocialnetworkusersinHungaryfrom2017to2026(inmillions)Hungarynumberofsocialmediausers2017-202698765432107.587.617.627.557.497.427.337.27.056.85201720182019202020212022*2023*2024*2025*2026*6Description:In2021,therewereanestimated7.42millionsocialnetworkingusersinHungary.Thisfigureisprojectedtoincreaseto7.62millionsocialmediausersin2026.In2021,approximately77percentofthepopulationinHungaryweresocialmediausersR.

eadmoreNote(s):Hungary;2017to2021;*Forecast.Theindicatorshowstheestimatednumberofpeopleintheselectedregionthatusesocialmediasitesandapplicationsregularly(atleastonceamonth).Thedataisbasedonsurveysaswellasuser[...]ReadmoreSource(s):LeadingsocialmediaplatformsformobiledevicesinHungaryinMay2022LeadingmobilesocialmediaplatformsinHungary2022100%94.7%90%80%70%60%50%40%30%20%10%0%1.45%1.32%1.19%reddit0.96%1%0.27%0.13%0.04%FacebookTwitterPinterestInstagramYouTubeLinkedInTumblrOther7Description:AsofMay2022,FacebookwastheleadingsocialmediaplatformaccessedbyHungarianmobileusers,accountingforapproximately95percentofthemarket.Twitterrankedsecondwithashareofnearly1.5percent.ReadmoreNote(s):Hungary;May2022;*Dateofreleaseisdateofaccess.

ReadmoreSource(s):StatCounterShareofHungariansusingonlinechatprogramsin2021,byplatformShareofHungariansusingonlinechatprograms2021,byplatformShareofrespondents0%10%20%30%40%50%60%70%80%90%100%FacebookMessenger92%Viber40%Skype17%WhatsApp14%13%12%11%11%9%7%7%InstaMessage,InstaChat(InstagramChat)ZoomGoogleHangouts,Allo/DuoMSTeamsiMessageFaceTimeSnapchat8Description:In2021,almostallHungarianswhousedtheinternetatleastweeklyalsousedFacebookMessenger.Viberwasthesecondmostpopularchatprogramwith40percentofrespondentsusingit.ReadmoreNote(s):Hungary;November10toDecember3,2021;4,000respondents;16yearsandolder;HungarianslivinginHungarywhousetheinternetatleastweeklySource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)DistributionofHungariansbywaysofusingchatprogramsin2021,byplatformDistributionofHungariansbywaysofusingchatprograms2021,byplatformSendingtextmessagesMakingvoicecallsMakingvideocalls100%90%80%70%60%50%40%30%20%10%0%87%35%35%34%11%11%10%4%9%8%7%7%7%4%3%2%2%2%MessengerViberWhatsAppInstaGoogleSkype9Description:In2021Hungariansmostlyusedchatprogramstosendtextmessages.However,approximatelyathirdofrespondentsmadevoiceandvideocallsusingMessenger.ReadmoreNote(s):Hungary;November10toDecember3,2021;4,000respondents;16yearsandolder;UsersofthechatprogramsSource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

02FacebookSocialmediamarketshareheldbyFacebookinHungaryfromOctober2019toMarch2022Facebook'smarketshareinHungary2019-2022,bymonth97.0%96.0%95.0%94.0%93.0%92.0%91.0%90.0%89.0%88.0%87.0%Oct

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'2211Description:Overtheobservedperiod,FacebookrecordeditshighestmarketsharevalueinApril2021,atnearly96percent.ByMarch2022,thesocialmediaplatform'smarketsharedecreasedto92percent.ReadmoreNote(s):Hungary;October2019toMarch2022Source(s):StatCounterNumberofFacebookusersinHungaryfromSeptember2018toAugust2022(inmillions)NumberofFacebookusersinHungary2018-202287654321012Description:ThenumberofFacebookusersinHungaryamountedto7.24millionasofAugust2022,makingFacebookthemostwidelyusedsocialmediaplatforminthecountry.ThehighestnumberofuserswasrecordedinMarch2022at7.43millionpeopleR.

eadmoreNote(s):Hungary;September2018toAugust2022;13+Source(s):NapoleonCatShareofFacebookusersinHungaryasofAugust2022,byageFacebookusersinHungarybyage2022Shareofusers0%5%10%15%20%25%13-1718-2425-3435-4445-5455-6465+3.5%17.8%22.3%18.6%17.4%10.4%10%13Description:Therewere7.24millionFacebookusersinHungaryasofAugust2022,with22percentofthoseusersbeingbetween25and34yearsofage.Hungariansbetweentheagesof13to17yearsaccountedonlyfor3.5percentoftheplatform'susersR.

eadmoreNote(s):Hungary;August2022Source(s):NapoleonCatFacebookusersinHungaryasofAugust2022,byageandgenderofusersFacebookusersinHungarybyageandgender2022ShareofusersMenWomen6%0%2%1.5%4%8%10%12%13-1718-2425-3435-4445-5455-6465+1.9%8.7%9.1%9.1%11.3%11%9.5%8.1%9.4%4.2%6.2%3.8%6.2%14Description:Therewere7.24millionFacebookusersinHungaryasofAugust2022,withapproximately11percentofthoseusersbeingmenbetween25and34yearsofage.Womenofthesameagegroupaccountedforafurther11percentoftheplatform'susers.ReadmoreNote(s):Hungary;August2022Source(s):NapoleonCatDistributionofFacebookusersinHungaryasofJune2021,bydeviceDistributionofFacebookusersbydeviceinHungary2021100%90%80%70%60%50%40%30%20%10%0%95.2%48.5%46.7%4.8%AccessingviamobilephoneAccessingonlyvialaptopordesktopcomputerAccessingviabothphoneandcomputerAccessingonlyviamobilephone15Description:AsofJune2021,lessthanfivepercentofadultHungarianFacebookusersaccessedthesocialmediaplatformonlyviaalaptoporadesktopcomputer.AlmostonehalfofFacebookusersaccessedthesocialmediaplatformviabothaphoneandacomputer.ReadmoreNote(s):Hungary;June2021;18yearsandolderSource(s):DataReportal;Kepios;WeAreSocialCHAPTER

03InstagramSocialmediamarketshareheldbyInstagraminHungaryfromOctober2019toMarch2022Instagram'smarketshareinHungary2019-2022,bymonth3.0%2.5%2.0%1.5%1.0%0.5%0.0%Oct

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'2217Description:Instagram'smarketshareinHungaryunderwentadrasticdecreasebetweenAprilandMay2020withitsvaluedroppingfrom2.6to0.2percent.AsofMarch2022,thesocialmediaplatformrecordedamarketshareof1.43percent.ReadmoreNote(s):Hungary;October2019toMarch2022Source(s):StatCounterInstagramusersinHungaryfromSeptember2018toAugust2022(inmillions)InstagramusersinHungaryfrom2018to20223.53.02.52.01.51.00.50.018Description:AsofMarch2022,therewere2.95millionInstagramusersinthecountry,whichwasthehighestfigurerecordedovertheobservedperiodoftime.InAugust2022,thenumberoftheplatform'suserstotaled2.86millionR.

eadmoreNote(s):Hungary;September2018toAugust2022;13+Source(s):NapoleonCatDistributionofInstagramusersinHungaryasofAugust2022,byageDistributionofInstagramusersinHungary2022,byageShareofusers0%5%10%15%20%25%30%35%13-1718-2425-3435-4445-5455-6465+5.4%29.5%30.3%16.7%11.5%3.9%2.7%19Description:Accordingtothesourcetherewere2.9millionInstagramusersinHungaryasofAugust2022,withnearlyonethirdofthoseusersbeingbetween25and34yearsofage.Atthesametime,only2.7percentofInstagram'suserswereatleast65yearsold.ReadmoreNote(s):Hungary;August2022Source(s):NapoleonCatDistributionofInstagramusersinHungaryasofAugust2022,byageandgenderDistributionofInstagramusersinHungarybyageandgender2022ShareofusersMen

Women8%0%2%4%6%10%12%14%16%18%2.5%3%13-1718-2425-3435-4445-5455-646514.3%15.2%14.7%15.6%7.4%9.3%4.5%7%1.4%2.5%1%1.7%20Description:Therewere2.9millionInstagramusersinHungaryasofAugust2022,withnearly16percentofthoseusersbeingwomenbetween25and34yearsofage.Menofthesameageaccountedforafurther15percentoftheplatform'susersR.

eadmoreNote(s):Hungary;August2022;13+Source(s):NapoleonCatMostpopularHungariansonInstagramasofMarch2022,bynumberoffollowers(in1,000s)MostpopularHungariansonInstagram2022,bynumberoffollowers18,00016,72416,00014,00012,00010,0008,0006,0004,0002,00001,0021,001716613611608607598579PalvinBarbara

DzsudzsákBalázsEnjiNightAndyCsinger

HódiPamela

VasváriVivien

EdinaKulcsárPollaVargaViktóriaKaszaTibi21Description:AsofMarch2022,themodelBarbaraPalvinwasfarthemostpopularHungarianonInstagram,whoseaccounthadapproximately16.7millionfollowers.BalázsDzsuzsákrankedsecondwithoveronemillionfollowers.ReadmoreNote(s):Hungary;March2022Source(s):Influencerkeres?;InstagramMostfrequentInstagramhashtagsusedinHungaryin2021MostfrequentInstagramhashtagsusedinHungary2021Shareofhastags0%5%10%15%20%25%#budapest#hungary#travel22.21%20.34%6.87%#mik4.66%#photography#love4%3.62%3.51%3.45%#instagood#summer#nature3%#photooftheday#balaton#europe2.91%2.78%2.71%#trip2.48%22Description:Asof2021,themostfrequentInstagramhashtagusedinHungarywas#budapest,followedby#hungaryand#travel.ReadmoreNote(s):Hungary;2021Source(s):TagsFinderCHAPTER

04TikTokShareofTikTokusersinHungaryin2021,bygenerationShareofTikTokusersinHungary2021,bygeneration40%35%30%37%25%19%20%15%10%5%14%0%GenerationXGenerationYGenerationZ24Description:In2021,nearly40percentofHungariansfromgenerationZusedTikTok.Theplatform'susageratewasloweramongtheoldergenerations,however,itreachednearly20percentingenerationY.ReadmoreNote(s):Hungary;August2021;18-56years;InternetusersSource(s):NRCMarketingkuatóésTanácsadóKft.MostpopularHungariansonTikTokasofMay2020,bynumberoffollowers(in1,000s)MostpopularHungariansonTikTok2020,bynumberoffollowers800699.2700600487.35004003002001000372.2345.7311.8261.9227.7101.7JázminHollósiMilánSzenderLaraSchobert~K.A.R.I.N.A~Ton(@whisperton)BONABIAsIamfulop25Description:AsofMay2020,ofallHungarianinfluencers,JázminHollósihadthebiggestnumberoffollowersonTikTokreachingalmost700thousand.MilánSzenderrankedsecondwith487thousandfollowers.However,basedonthenumberoflikes,LaraSchobertwasthemostpopularHungarianontheplatformwithapproximately69millionlikesasofMay2020.LaraSchoberwasalsotheleadinginfluencerconsideringthenumberofuploadedvideos.ReadmoreNote(s):Hungary;May4,2020Source(s):Pénzcentrum;TikTokEstimatedearningspervideoofHungarianTikTokinfluencersasofMay2020(inforints)EstimatedearningspervideoofHungarianTikTokinfluencers2020EstimatedearningsinforintsMaximum

Minimum80,000

100,000020,00040,00060,000120,000113,344140,000160,000180,000164,195LaraSchobertMilánSzenderJázminHollósiTon(@whisperton)s65,67845,33642,70841,725106,770104,31474,69629,87922,91557,292~K.A.R.I.N.A~BONABIA38,41815,36819,452Iamfulop7,78126Description:AsofMay2020,theHungarianinfluencerLaraSchobertcouldearnbetween66to164thousandforintsforoneTikTokvideo.MilánSzender'svideoswerevaluedbetween45and113thousandforintsR.

eadmoreNote(s):Hungary;May4,2020Source(s):Exolyt;PénzcentrumFrequencyofuploadingTikTokvideosinHungaryin2020FrequencyofuploadingTikTokvideosinHungary202060%50%40%30%54%19%20%10%8%10%0%5%2%2%SeveraltimesadayDailySeveraltimesaweekWeeklyMonthlyLessoftenthanmonthlyNever27Description:In2020,lessthanhalfofHungarianTikTokuserssharedtheirvideosontheplatform.However,twopercentoftherespondentsuploadednewcontentseveraltimesadayandanothertwopercentsharednewvideosondailybasis.Read

moreNote(s):Hungary;September7-18,2020;10,053respondents;TikTokusersSource(s):DigitalMediaCampus;K?z?sségikalandozások;PostForRentFrequencyofusingTikTokinHungaryin2020FrequencyofusingTikTokinHungary202080%75%70%60%50%40%30%20%10%0%17%3%2%2%1%DailyMoretimesaweekOnceaweekMoretimesamonthLessofthenthanonceamonthOnceamonth28Description:In2020,mostsurveyedHungarianTikTokusersvisitedthesocialmediaplatformonadailybasis.Afurther17percentofrespondentsusedTikTokonceaweek.ReadmoreNote(s):Hungary;2020Source(s):StarNetworkCHAPTER

05YouTubeSocialmediamarketshareheldbyYouTubeinHungaryfromOctober2019toMarch2022YouTube'smarketshareinHungary2019-2022,bymonth1.2%1.05%1.1%0.93%1.0%0.9%0.8%0.7%0.6%0.5%0.4%0.3%0.87%0.86%0.81%0.79%0.72%0.7%0.71%0.71%0.71%0.66%0.69%0.69%0.68%0.65%0.64%0.58%0.62%0.55%0.58%0.55%0.54%0.47%0.5%0.49%0.47%0.45%0.4%0.34%Oct

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'2230Description:AsofMarch2022,YouTuberecordedamarketsharevalueof0.69percentinHungary.Overtheperiodunderconsideration,thehighestvaluewasreachedinOctober2020at1.05percent.ReadmoreNote(s):Hungary;October2019toMarch2022Source(s):StatCounterTopYouTubesearchqueriesinHungaryin2021,byindexTopYouTubesearchqueriesinHungary2021,byindexIndex020406080100120TELJES100FILMEK62FILMEKMAGYARUL49FILMEKMAGYARULTELJES15TELJESFILM46ZENE29ZENéK19MESE2021FILMEKMAGYARULFILMEKMAGYARULTELJES2021MIX23174037MINECRAFT14TIKTOK1131Description:In2021,thetopYouTubesearchqueriesindicatedthatHungariansmostlysearchedforwholemoviesinHungarianontheonlinevideoplatform.Onlythesixthsearchquerywasrelatedtomusic.ReadmoreNote(s):Hungary;2021;*Thesourceaddsthefollowingnote:"Theindexshowstherelativevolumeforeachquerycomparedtothesearchvolumeofthetopquery(anindexof50meansthatthequeryrecieved50%ofthesearchvolumeofthe[...]Read

moreSource(s):DataReportal;GoogleTrends;Kepios;WeAreSocialDistributionofHungarianYouTubeusersin2020,byagegroupDistributionofHungarianYouTubeusersbyagegroup202030%25%25%23%20%15%10%5%18%18%16%0%18-2425-3435-4445-5455-6532Description:In2020,everyfourthHungarianYouTubeuserwasbetween35to44yearsold.Thesecondbiggestgroupconsistedofpeoplebetweentheagesof25to34yearsold.ReadmoreNote(s):Hungary;January2020;1,500respondents;18-64yearsSource(s):KutatóCentrumOnlinePiackutatóKft.MostpopularHungarianYoutubechannelsasofMarch2020,bynumberofvideoviews(inmillions)MostpopularHungarianYoutubechannels2020,bynumberofvideoviews1,200981.51,0008006004002000620.7549.7508.1359.8352.6328.9327.5312.3280.3KerekMeseMagneotonKEDDZGSTUDIOOfficial1VideómániaPamKutyaRTMGANG

#MISSHMUSIC

VamosARTDrawingTV2Magyarország33Description:AsofMarch2020,KerekMesewasthemostviewedHungarianYoutubechannel,asitsvideopostswereviewedalmost982milliontimes.Magneotontookthesecondplaceintherankingwith620.7millionvideoviewsR.

eadmoreNote(s):Hungary;AsofMarch5,2020Source(s):Influencerkeres?;Varioussources(YouTube)MostpopularHungarianYoutubechannelsasofMarch2020,bynumberofsubscribers(in1,000s)MostpopularHungarianYoutubechannels2020,bynumberofsubscribers1,8001,6301,6001,4001,1501,2001,00080060040020001,130892758736685630628623VamosARTDrawingPamKutyaVideómániaPeterBenceKerekMeseRadicsPetiTheVRBarni.luckeYUNFIELD34Description:VamosARTDrawingwasthemostpopularHungarianYoutubechannelinMarch2020,with1.63millionsubscriptions.ItwasfollowedbyPamKutya,with1.15millionsubscribers.KerekMese,whichhadthehighestnumberofvideoviewsonHungarianYouTube,rankedfifth.

ReadmoreNote(s):Hungary;AsofMarch5,2020Source(s):Influencerkeres?;Varioussources(YouTube)MostfollowedHungarianmusicchannelsonYouTubeasofMarch2022,bynumberofsubscribers(in1,000s)MostfollowedHungarianmusicchannelsonYouTube2022Numberofsubscribersinthousands600

80002004001,0001,2001,4001,330PamKutyaMagneoton633629622PeterGergely#MISSHMUSICZGSTUDIOOfficial1ESSEMM568475450445422397GWMMUSICGoldRecordHungaryRTMGANGAK26OFFICIAL35Description:AsofMarch2022,PamKutyawasthemostfollowedHungarianmusicchannelonYouTube.Magneotontooksecondplaceintherankingwith633thousandfollowers.ReadmoreNote(s):Hungary;March2022Source(s):StarNetwork;YouTubeMostfollowedHungarianvloggersonYouTubeasofMarch2021,bynumberofsubscribers(in1,000s)MostfollowedHungarianvloggersonYouTube2021Numberofsubscribersinthousands600

80002004001,0001,2001,1701,400VideómániaJustVidmanUNFIELD668633UborCraft549OwnMcKendryBENIIPOWACsecseAttilaPaulStreet485479455438410390PollyChannelNaszDániel36Description:AsofMarch2021,VideómániawasthemostpopularHungarianYouTubevlogchannelwithoveronemillionsubscribers.JustVidmanrankedsecondwith668thousandsubscribers.ReadmoreNote(s):Hungary;March2021Source(s):StarNetwork;YouTubeCHAPTER

06MessengerMessengerusersinHungaryfromSeptember2018toAugust2022(in1,000s)MessengerusersinHungaryfrom2018to20227,0006,0005,0004,0003,0002,0001,000038Description:ThenumberofMessengerusersinHungaryfollowedanincreasingtrenduntilJuly2022,whenusernumberspeakedat5.81million.Inthefollowingmonth,thenumberoftheplatform'susersdecreasedto5.75millionR.

eadmoreNote(s):Hungary;September2018toAugust2022;13+Source(s):NapoleonCatDistributionofMessengerusersinHungaryasofAugust2022,byageDistributionofMessengerusersinHungarybyage2022Shareofusers0%5%10%15%20%25%13-1718-2425-3435-4445-5455-6465+2.3%14.1%22.7%20.3%19.3%11.4%9.9%39Description:Accordingtothesourcetherewere5.75millionMessengerusersinHungaryasofAugust2022,with23percentofthoseusersbeingbetween25and34yearsofage.Only10percentofMessengeruserswereover64yearsoldR.

eadmoreNote(s):Hungary;August2022;13+Source(s):NapoleonCatMessengerusersinHungaryasofAugust2022,byageandgenderofusersMessengerusersinHungarybyageandgender2022ShareofusersMenWomen0%2%4%6%8%10%12%14%1%13-1718-2425-3435-4445-5455-6465+1.3%6.9%7.1%11.5%11.2%9.9%10.4%8.7%10.6%4.5%6.9%3.6%6.3%40Description:Accordingtothesourcetherewere5.75millionMessengerusersinHungaryasofAugust2022,withthebiggestshareofthoseusersbeingmenbetween25and34yearsofage,measuringat11.5percent.Womenofthesameagemadeupthesecond-biggestgroupoftheplatform'susers.

ReadmoreNote(s):Hungary;August2022Source(s):NapoleonCatCHAPTER

07InfluencermarketingInstagramengagementrateinHungaryin2020,byinfluencertier*InstagramengagementrateinHungary2020,byinfluencertier7%6.33%6%5%4%3.38%2.92%2.77%3%2%1%0%1K-5Kfollowers5K-20Kfollowers20K-100Kfollowers100K-1Mfollowers42Description:AsofFebruary2020,21.6percentofHungary'spopulationwereInstagramusers.Moreover,Hungarianinfluencerswith1,000to5,000followersreachedanengagementrateof6.33percent.ReadmoreNote(s):Hungary;2020;*Engagementrateisdefinedasthepercentageoffollowerswholikeorcommentonaninfluencer'spost.ReadmoreSource(s):HypeAuditorHungarians'mainreasonsforfollowinginfluencersin2021Hungarians'mainreasonsforfollowinginfluencers2021Shareofrespondents0%10%20%30%40%50%60%GatheringinformationandideasRelaxation56%45%TheytrythingsIwouldalsoliketoIliketoknowwhatpeopletalkaboutIthelpsbreakoutofboringeverydaylife30%27%26%43Description:MostHungarianswhocaredaboutinfluencers'opinionsstatedthattheirmainmotivationforfollowinginfluencerswasgettingnewinformationandideasfromthem.Afurther45percentofrespondentsconsideredconsuminginfluencercontentarelaxingactivity.ReadmoreNote(s):Hungary;2021;403respondents;18-69years;Peoplewhoconsiderinfluencers'recommendationsSource(s):CofidisHitelMonitor;NRCMarketingkuatóésTanácsadóKft.ShareofHungariansfollowinginfluencers'recommendationsin2021,bytopicShareofHungariansfollowinginfluencers'recommendations2021,bytopic70%62%62%61%60%50%40%30%20%10%0%49%48%47%Technology,electronicdevicesHealth,lifestyleGastronomyHobby,gamesRelationshipsSports44Description:Hungariansmostlyfollowedinfluencers'recommendationswhenitcametotechnologyandelectronicdevicesorhealthandlifestyle.However,lessthanhalfofrespondentsfoundinfluencers'opinionsonsportsorrelationshipsimportant.ReadmoreNote(s):Hungary;2021;500respondents;18-69yearsSource(s):CofidisHitelMonitor;NRCMarketingkuatóésT