匈牙利社交媒體使用情況分析報告-培訓課件外文版2024.5

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TRENDSSocialmediausageinHungaryCHAPTER

01OverviewInternetpenetrationrateinHungaryfrom2010to2022InternetpenetrationrateinHungary2010-2022100%90.1%90.5%87.5%90%80%70%60%50%40%30%20%10%0%85.8%83.9%83%81.1%78.8%77.9%75.6%73.9%71.4%66.9%20102011201220132014201520162017201820192020*202120224Description:In2022,approximately90.5percentoftheHungarianpopulationwereinternetusers.In2010,theinternetpenetrationratereachedonly67percent.ReadmoreNote(s):Hungary;2010to2022;*Changeinmethodologystartingwiththeyear2020.ReadmoreSource(s):HungarianCentralStatisticalOfficeSocialnetworkuserpenetrationinHungaryfrom2018to2027Hungary:socialmediapenetration2018-202790%80.41%80.76%79.98%79.45%78.8%78%77.03%80%70%60%50%40%30%20%10%0%75.83%74.38%72.6%201820192020202120222023*2024*2025*2026*2027*5Description:In2027,theshareofmonthlyactivesocialnetworkusersinHungaryisprojectedtoreach80.76percentoftheinternetusersinthecountry.Thiswouldbeanincreaseofnearlythreepercentfrom78percentin2022.

ReadmoreNote(s):Hungary;internetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonthSource(s):NumberofsocialnetworkusersinHungaryfrom2018to2027(inmillions)Hungary:numberofsocialmediausers2018-202798765432107.617.627.637.557.587.497.427.337.27.05201820192020202120222023*2024*2025*2026*2027*6Description:In2022,therewereanestimated7.5millionsocialnetworkingusersinHungary.Thisfigurewasprojectedtoslowlyincreaseoverthenextseveralyearsandreach7.63millionsocialmediausersin2027.

ReadmoreNote(s):Hungary;individualswhouseasocialnetworkviaanydeviceatleastoncepermonthSource(s):SocialmediausagefrequencyinHungaryin2022,byplatformSocialmediausagefrequencyinHungary2022,byplatformShareofrespondentsDailyLessoftenIdonotuseit60%0%20%40%85%80%100%5%8%120%FacebookYouTubeInstagramTikTok10%50%42%29%23%22%49%16%61%64%PinterestTwitter11%26%5%10%8%84%88%LinkedIn

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2%3%91%94%95%7Description:FacebookwasthemostwidelyusedsocialmediaplatforminHungaryin2022,with85percentoftheonlinepopulationaccessingitonadailybasis.ThiswasfollowedbyYouTube,with50percentofdailyusers,whileInstagramrankedthirdas29percentofsurveyparticipantsusediteveryday.ReadmoreNote(s):Hungary;November8toDecember2,2022;4,000respondents;16yearsandolder;InternetusersSource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)LeadingsocialmediaplatformsformobiledevicesinHungaryinMarch2023LeadingmobilesocialmediaplatformsinHungary2023100%93.33%90%80%70%60%50%40%30%20%10%0%2.69%1.37%1.66%0.19%reddit0.64%0.07%0.03%0.01%OtherFacebookInstagramTwitterPinterestYouTubeTumblrLinkedIn8Description:AsofMarch2023,FacebookwastheleadingsocialmediaplatformaccessedbyHungarianmobileusers,accountingforapproximately93percentofthemarket.Instagramrankedsecondwithashareofnearly2.7percent.

ReadmoreNote(s):Hungary;March2023;*Dateofreleaseisdateofaccess.ReadmoreSource(s):StatCounterShareofHungariansusingonlinechatprogramsin2022,byplatformShareofHungariansusingonlinechatprograms2022,byplatformShareofrespondents0%10%20%30%40%50%60%70%80%90%100%FacebookMessenger91%Viber41%WhatsApp18%18%InstaMessage,InstaChat(InstagramChat)Skype16%15%14%14%13%12%11%10%GoogleHangouts,Allo/DuoiMessageMSTeamsZoomFaceTimeSnapchatDiscordTelegramSignal7%4%3%Webex9Description:In2022,almostallHungarianswhousedtheinternetatleastweeklyalsousedFacebookMessenger.Viberwasthesecondmostpopularchatprogramwith41percentofrespondentsusingit.

ReadmoreNote(s):Hungary;November11toDecember2,2022;4,000respondents;16yearsandolder;HungarianslivinginHungarywhousetheinternetatleastweeklySource(s):ArioszKft.;CawiServicesKft.;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

02FacebookSocialmediamarketshareheldbyFacebookinHungaryfromOctober2019toMarch2023Facebook'smarketshareinHungary2019-2023,bymonth101%99%97%95%93%91%89%87%85%11/statistics/1179333/hungary-facebook-market-share-by-monthOvertheobservedperiod,FacebookrecordeditshighestmarketsharevalueinSeptember2022,atover98percent.However,thesocialmediaplatform'smarketsharedecreasedoverthefollowingmonthsandreached91percentinMarch2023.

ReadmoreNote(s):Hungary;October2019toMarch2023Source(s):StatCounterNumberofFacebookusersinHungaryfromSeptember2018toSeptember2023(inmillions)NumberofFacebookusersinHungary2018-2023876543210Sep

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'2312/statistics/1029770/facebook-users-hungaryThenumberofFacebookusersinHungaryamountedto7.12millionasofSeptember2023,makingFacebookthemostwidelyusedsocialmediaplatforminthecountry.ThehighestnumberofuserswasrecordedinMarch2022at7.43millionpeople.ReadmoreNote(s):Hungary;September2018toSeptember2023;13+Source(s):NapoleonCatShareofFacebookusersinHungaryinSeptember2023,byageFacebookusersinHungarybyage2023Shareofusers0%0.1%5%10%15%20%25%13-1718-2425-3435-4445-5455-6465+17.9%22%18.6%18.6%11.3%11.4%13Description:Therewere7.12millionFacebookusersinHungaryasofSeptember2023,with22percentofthembeingbetween25and34yearsofage.Bycomparison,Hungariansbetweentheagesof13to17yearsaccountedforonly0.1percentoftheplatform'susers.ReadmoreNote(s):Hungary;September2023Source(s):NapoleonCatFacebookusersinHungaryinSeptember2023,byageandgenderofusersFacebookusersinHungarybyageandgender2023ShareofusersMen

Women6%0%0%2%4%8%10%12%13-1718-2425-3435-4445-5455-6465+0.1%8.3%9.6%11.1%10.9%9.1%9.5%8.7%10%4.6%4.5%6.7%7.1%14/statistics/1029767/facebook-users-hungary-age-genderTherewere7.12millionFacebookusersinHungaryasofSeptember2023,withover11percentofthoseusersbeingmenbetween25and34yearsofage.Womenofthesameagegroupaccountedforafurther11percentoftheplatform'susers.

ReadmoreNote(s):Hungary;September2023Source(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

03InstagramSocialmediamarketshareheldbyInstagraminHungaryfromOctober2019toMarch2023Instagram'smarketshareinHungary2019-2023,bymonth3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%17Description:Instagram'smarketshareinHungaryoscillatedovertheconsideredperiod.AsofMarch2023,thesocialmediaplatformrecordedamarketshareof2.27percent.

ReadmoreNote(s):Hungary;October2019toMarch2023Source(s):StatCounterInstagramusersinHungaryfromSeptember2018toSeptember2023(inmillions)InstagramusersinHungary2018-20233.53.02.52.01.51.00.50.0Sep

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'2318Description:ThenumberofInstagramusersincreasedinHungaryduringtheperiodunderconsideration.InSeptember2023,thenumberoftheplatform'susersreached2.9millioninthecountry.ReadmoreNote(s):Hungary;September2018toSeptember2023;13+Source(s):NapoleonCatDistributionofInstagramusersinHungaryinSeptember2023,byageDistributionofInstagramusersinHungary2023,byageShareofusers0%5%10%15%20%25%30%35%13-17

0.1%18-2425-3435-4445-5455-6465+29.4%31.3%17.6%13.2%4.8%3.5%19Description:Accordingtothesource,therewere2.9millionInstagramusersinHungaryasofSeptember2023,withone-thirdofthoseusersbeingbetween25and34yearsofage.Atthesametime,18to24yearsoldsmadeupthesecondlargestgroupoftheplatform'susers.ReadmoreNote(s):Hungary;September2023Source(s):NapoleonCatDistributionofInstagramusersinHungaryinSeptember2023,byageandgenderDistributionofInstagramusersinHungarybyageandgender2023ShareofusersMen

Women8%

10%0%2%4%6%12%14%16%18%0.1%0.1%13-1718-2425-3435-4445-5455-6465+12.9%16.5%16.4%14.9%7.6%10%5.3%7.9%1.7%3.1%1.2%2.2%20Description:Therewere2.9millionInstagramusersinHungaryasofSeptember2023,withover16percentofthoseusersbeingwomenbetween25and34yearsofage.Menofthesameageaccountedforafurther15percentoftheplatform'susers.

ReadmoreNote(s):Hungary;September2023;13+Source(s):NapoleonCatMostpopularHungariansonInstagramasofAugust2023,bynumberoffollowers(in1,000s)MostpopularHungariansonInstagram2023,bynumberoffollowers25,00019,81720,00015,00010,0005,00001,7111,3241,2231,029760677653643611PalvinBarbara

DzsudzsákVajnaTímea

VasváriVivienEnjiNightAndyCsinger

RubintRéka

EdinaKulcsár

HódiPamela

KabátPéterBalázs21Description:AsofAugust2023,themodelBarbaraPalvinwasfarthemostpopularHungarianonInstagram,whoseaccounthadapproximately19.8millionfollowers.BalázsDzsuzsákrankedsecondwithover1.7millionfollowers.

ReadmoreNote(s):Hungary;August2023Source(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

04TikTokMonthlynumberofaveragedailyrealTikTokappusersinHungaryfromApriltoJune2023(inmillions)MonthlynumberofaveragedailyrealTikTokappusersinHungary20231.61.41.341.331.291.21.00.80.60.40.20.0Apr'23May'23Jun'2324Description:ThenumberofTikTokappusersfollowedanincreasingtrendinHungaryovertheobservedmonths.InJune2023,theaveragenumberofTikTok'sdailyrealusersreached1.34million.

ReadmoreNote(s):Hungary;ApriltoJune2023Source(s):Gemius;NationalMediaandInfocommunicationsAuthority(Hungary)NumberofaveragemohtlyrealTikTokappusersinHungaryfromApriltoJune2023(inmillions)MonthlynumberofaveragemonthlyrealTikTokappusersinHungary20232.52.092.072.042.01.51.00.50.0Apr'23May'23Jun'2325Description:TikTokappusernumbersfollowedanincreasingtrendinHungaryovertheconsideredperiod.InJune2023,theaveragenumberofTikTok'smonthlyrealusersreached2.09million.

ReadmoreNote(s):Hungary;ApriltoJune2023Source(s):Gemius;NationalMediaandInfocommunicationsAuthority(Hungary)TikTokusagefrequencyoftheyouthinHungaryin2023TikTokusagefrequencyoftheyouthinHungary2023Shareofrespondents0%5%10%15%20%25%30%35%MultipletimesadayDaily22%31%Weekly15%LessoftenNever7%25%26Description:In2023,morethanhalfofHungariansbetweentheagesof15to29yearsusedTikTokatleastonceaday.Only25percentofthisagegroupwerenotusersoftheplatform.

ReadmoreNote(s):Hungary;2023;1,000respondents;15-29yearsSource(s):MathiasCorvinusCollegium;YouthResearchInstituteShareofTikTokusersinHungaryin2021,bygenerationShareofTikTokusersinHungary2021,bygeneration40%35%30%37%25%19%20%15%10%5%14%0%GenerationXGenerationYGenerationZ27Description:In2021,nearly40percentofHungariansfromgenerationZusedTikTok.Theplatform'susageratewasloweramongtheoldergenerations,however,itreachednearly20percentingenerationY.

ReadmoreNote(s):Hungary;August2021;18-56years;InternetusersSource(s):NRCMarketingkuatóésTanácsadóKft.MostpopulartypesofcontentonTikTokinHungaryin2022MostpopulartypesofcontentonTikTokinHungary202250%45%45%40%35%30%25%20%15%10%5%41%40%29%28%23%0%CookingandDIYvideosMusicvideosVideosoffriendsandacquaintancesVideoblogsUnboxingvideosLivestreams28Description:Asof2022,mostHungarianTikTokuserslikedwatchingcookingandDIYvideosontheplatforms,whileafurhter41percentpreferredmusicvideos.Videosoffriendsandacquaintancesrankedthird,selectedby40percentoftherespondents.

ReadmoreNote(s):Hungary;November8toDecember2,2022;4,000*;16yearsandolder;TikTokusers;*Totalnumberofsurveyparticipants,notonlyTikTokusers

ReadmoreSource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)MostfollowedHungarianTikTokprofilesin2023,bynumberoffollowers(in1,000s)MostfollowedHungarianTikTokprofiles2023Numberoffollowersinthousands3,000

4,00001,0002,0005,0006,0007,0006,600J.ó.z.s.iCsengeForstnerTon1,0001,0001,000984.7LilGhivatalosVivien&NorbiAdriennMakkHollósiJázminZsigmondAngiiFanniBurjanLADYSZOMJAS861.4720.9694.8645.5642.529Description:AsofAugust2023,J.ó.z.s.i.wasthemostfollowedHungarianprofileonTiktok,countingapproximately6.6millionfollowers.CsengeForstnerrankedsecondwithnearlyonemillionfollowers.ReadmoreNote(s):Hungary;2023Source(s):StarNetworkCHAPTER

05YouTubeSocialmediamarketshareheldbyYouTubeinHungaryfromOctober2019toOctober2023YouTube'smarketshareinHungary2019-2023,bymonth1.2%1.05%1.0%0.8%0.6%0.4%0.2%0.0%0.93%0.87%0.87%0.86%0.84%0.73%0.81%0.79%0.76%0.69%0.72%0.71%0.7%0.71%0.71%0.66%0.69%0.68%0.65%0.67%0.64%0.58%0.62%0.55%0.58%0.55%0.54%0.47%0.51%0.5%0.5%0.4%0.49%0.47%0.45%0.42%0.38%0.34%0.2%0.2%0.13%31Description:AsofMarch2023,YouTuberecordedamarketsharevalueof0.87percentinHungary.Overtheperiodunderconsideration,thehighestvaluewasreachedinOctober2020at1.05percent.

ReadmoreNote(s):Hungary;October2019toMarch2023Source(s):StatCounterTopYouTubesearchqueriesinHungaryin2022,byindexTopYouTubesearchqueriesinHungary2022,byindexIndex020406080100120FILMEK100ZENE6565FILMEKMAGYARULTELJESTELJESFILMZENéK645656REMIXMUSIC55MESE42THEVR2726252423AZAHRIAHMINECRAFTTIKTOKALEX32Description:In2022,thetopYouTubesearchqueriesindicatedthatHungariansmostlysearchedforwholemoviesinHungarianontheonlinevideoplatform.ReadmoreNote(s):Hungary;2022;*Thesourceaddsthefollowingnote:"Theindexshowstherelativevolumeforeachquerycomparedtothesearchvolumeofthetopquery(anindexof50meansthatthequeryrecieved50%ofthesearchvolumeofthe[...]

ReadmoreSource(s):DataReportal;GoogleTrends;Meltwater;WeAreSocialMostfollowedHungarianmusicchannelsonYouTubeasofMarch2023,bynumberofsubscribers(in1,000s)MostfollowedHungarianmusicchannelsonYouTube2023Numberofsubscribersinthousands600

80002004001,0001,2001,4001,3701,600PamKutyaMagneoton678640#MISSHMUSICZGSTUDIOOfficial1PeterGergelyGoldRecordHungaryGWMMUSIC638632516495484ESSEMMRTMGANG429417lljuniorofficial33Description:AsofMarch2023,PamKutyawasthemostfollowedHungarianmusicchannelonYouTube.Magneotontooksecondplaceintherankingwith678thousandfollowers.ReadmoreNote(s):Hungary;March2023Source(s):StarNetwork;YouTubeMostfollowedHungarianvloggersonYouTubeasofMarch2021,bynumberofsubscribers(in1,000s)MostfollowedHungarianvloggersonYouTube2021Numberofsubscribersinthousands600

80002004001,0001,2001,1701,400VideómániaJustVidmanUNFIELD668633UborCraft549OwnMcKendryBENIIPOWACsecseAttilaPaulStreet485479455438410390PollyChannelNaszDániel34Description:AsofMarch2021,VideómániawasthemostpopularHungarianYouTubevlogchannelwithoveronemillionsubscribers.JustVidmanrankedsecondwith668thousandsubscribers.ReadmoreNote(s):Hungary;March2021Source(s):StarNetwork;YouTubeNumberofaveragedailyrealYouTubeappusersinHungaryfromApriltoJune2023(inmillions)MonthlynumberofaveragedailyrealYouTubeappusersinHungary20232.52.011.932.01.51.00.50.01.91Apr'23May'23Jun'2335Description:ThenumberofYouTubeapplicationusersoscillatedinHungaryovertheconsideredmonths.InJune2023,theaveragenumberoftheapp'sdailyrealuserstotaled1.91millionindividuals.

ReadmoreNote(s):Hungary;ApriltoJune2023Source(s):Gemius;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

06FacebookMessengerMessengerusersinHungaryfromSeptember2018toSeptember2023(in1,000s)MessengerusersinHungary2018-20237,0006,0005,0004,0003,0002,0001,0000Sep

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'2337/statistics/1031801/messenger-users-hungaryThenumberofMessengerusersinHungaryincreasedduringtheperiodunderobservationwithsomefluctuation.AsofSeptember2023,thenumberoftheplatform'suserstotaled5.86million,markingadecreasecomparedtothepreviousmonth.

ReadmoreNote(s):Hungary;September2018toSeptember2023;13+Source(s):NapoleonCatDistributionofMessengerusersinHungaryinSeptember2023,byageDistributionofMessengerusersinHungary2023,byageShareofusers0%0.1%5%10%15%20%25%13-1718-2425-3435-4445-5455-6465+14%22.4%20%20.3%12.2%11.1%38/statistics/1031782/messenger-users-hungaryAccordingtothesourcetherewere5.86millionMessengerusersinHungaryasofSeptember2023,withover22percentofthoseusersbeingbetween25and34yearsofage.LessthanonepercentofMessengeruserswerebetween13and17yearsold.ReadmoreNote(s):Hungary;September2023;13+Source(s):NapoleonCatMessengerusersinHungaryasofJuly2023,byageandgenderofusersMessengerusersinHungarybyageandgender2023ShareofusersMenWomen6%0%2%4%8%10%12%0.9%1.1%13-1718-2425-3435-4445-5455-6465+6.7%6.9%11.3%10.9%9.6%10.1%9%10.8%4.8%7.1%7%3.9%39Description:Accordingtothesourcetherewere5.9millionMessengerusersinHungaryasofJuly2023,withthelargestshareofthoseusersbeingmenbetween25and34yearsofage,measuringat11.3percent.Womenofthesameagemadeupthesecond-biggestgroupoftheplatform'susers.ReadmoreNote(s):Hungary;July2023Source(s):NapoleonCatNumberofaveragedailyrealMessengerappusersinHungaryfromApriltoJune2023(inmillions)MonthlynumberofaveragedailyrealMessengerappusersinHungary20234.54.03.843.753.563.53.02.52.01.51.00.50.0Apr'23May'23Jun'2340Description:TheaveragenumberofdailyrealMessengerappusersfluctuatedinHungaryovertheshownmonths.InJune2023,thenumberoftheapplication'saveragedailyrealuser'stotaled3.75millionpeople.

ReadmoreNote(s):Hungary;ApriltoJune2023Source(s):Gemius;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

07LinkedInSocialmediamarketshareheldbyLinkedIninHungaryfromOctober2019toMarch2023LinkedIn'smarketshareinHungary2019-2023,bymonth1.2%1.0%0.8%0.6%0.4%0.98%0.65%0.34%0.25%0.22%0.17%0.2%0.14%0.14%0.07%0.04%0.020%.02%0.01%0.06%0.05%0.060%.06%0.05%0.05%0.04%

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0.03%0.03%0.03%0.020%.020%.02%0.02%0.01%0.0%42Description:AsofMarch2023,LinkedInaccountedfor0.06percentoftheHungariansocialmediamarket.Thehighestvaluewasrecordedat0.22percentinFebruary2022.

ReadmoreNote(s):Hungary;October2019toMarch2023Source(s):StatCounterNumberofLinkedInusersinHungaryfrom2020to2027(inmillions)NumberofLinkedInusersinHungary2020-20271.41.181.171.161.21.00.80.60.40.20.01.141.131.111.110.952020202120222023202420252026202743Description:ThenumberofLinkedInusersinHungarywasforecasttocontinuouslydecreasebetween2024and2027byintotal0.1million.Accordingtothisforecastin2027,theLinkedInuserbasewillhavedecreasedforthefourthconsecutiveyearto1.11millionusers.Notably,thenumberofLinkedInusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Hungary;2020to2027;allvaluesareestimatesSource(s):AgedistributionofLinkedInusersinHungaryasofSeptember2023ShareofLinkedInusersinHungary2023,byagegroup60%54%50%40%30%22.3%20.9%18-2420%10%0%2.8%55+25-3435-5444Description:AsofSeptember2023,approximately54percentofLinkedInusersinHungarywereagedbetween25and34years.Hungariansbetweentheagesof35to54yearsoldmadeupthesecondlargestgroupoftheplatform'susers.

ReadmoreNote(s):Hungary;September2023Source(s):NapoleonCatCHAPTER

08TwitterSocialmediamarketshareheldbyTwitterinHungaryfromOctober2019toMarch2023Twitter'smarketshareinHungary2019-2023,bymonth4.0%3.4%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%3.2%3.2%2.92%2.61%2.24%3.09%3.09%2.65%2.36%2.41%2.32%2.33%2.07%2.31%2.212%.22%2.09%2.1%2.05%1.98%1.96%1.96%1.82%1.79%1.57%1.62%1.62%1.37%1.53%1.52%1.49%1.39%1.3%1.37%1.4%1.3%1.22%0.83%0.59%0.51%0.37%46Description:Overtheobservedperiod,thesocialmediamarketshareheldbyTwitterinHungaryoscillated.AsofMarch2023,Twitterrecordedamarketsharevalueof1.57percent.

ReadmoreNote(s):Hungary;October2019toMarch2023Source(s):StatCounterNumberofTwitterusersinHungaryfrom2018to2027(inmillions)TwitterusersinHungary2018-20270.60.520.50.440.40.390.380.380.40.30.20.10.00.370.370.360.36201820192020202120222023202420252026202747Description:ThenumberofTwitterusersinHungarywasforecasttocontinuouslydecreasebetween2024and2027byintotal0.02million.TheTwitteruserbaseisestimatedtoamountto0.36millionusersin2027.

ReadmoreNote(s):Hungary;2018to2027;allvaluesareestimatesSource(s):MostpopularHungarianTwitterprofilesin2021,bynumberoffollowers(in1,000s)MostpopularHungarianTwitterprofiles2021,bynumberoffollowers1,4001,2081,2001,000800601600400200042637336531728227526222848Description:In2021,PalvinBarbarawasthemostpopularHungarianonTwitterwith1.2millionfollowers.Thepornstar,AlettaOceanrankedsecondwithoversixthousandfollowers.ReadmoreNote(s):Hungary;2021Source(s):SocialbakersShareofTwitterusersinHungaryin2021,bygenerationShareofTwitterusersinHungary2021,bygeneration16%14%12%10%15%8%8%8%6%4%2%0%GenerationXGenerationYGenerationZ49Description:Asof2021,TwitterusageratewasthehighestamongHungariansbelongingtogenerationZ.Incaseoftheoldergenerations,onlyeightpercentofthemusedTwitter.ReadmoreNote(s):Hungary;August2021;18-56years;InternetusersSource(s):NRCMarketingkuatóésTanácsadóKft.CHAPTER

09InfluencermarketingInfluenceradvertisingspendinginHungaryfrom2017to2027(inmillionU.S.dollars)InfluenceradvertisingspendinginHungary2017-20275045403530252045.3642.1238.7334.4230.3626.2621.4517.6820201510512.3120197.44.97020172018202120222023202420252026202751Description:Influenceradvertisingspendingreachedover26millionU.S.dollarsinHungaryasof2022.Thisfigureisexpectedtofollowanincreasingtrendinthefutureandtotalmorethan45millionU.S.dollarsin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):DigitalMarketInsightsHungarians'mainreasonsforfollowinginfluencersin2021Hungarians'mainreasonsforfollowinginfluencers2021Shareofrespondents0%10%20%30%40%50%60%GatheringinformationandideasRelaxation56%45%TheytrythingsIwouldalsoliketoIliketoknowwhatpeopletalkaboutIthelpsbreakoutofboringeverydaylife30%27%26%52Description:MostHungarianswhocaredaboutinfluencers'opinionsstatedthattheirmainmotivationforfollowinginfluencerswasgettingnewinformationandideasfromthem.Afurther45percentofrespondentsconsideredconsuminginfluencercontentarelaxingactivity.ReadmoreNote(s):Hungary;2021;403respondents;18-69years;Peoplewhoconsiderinfluencers'recommendationsSource(s):CofidisHitelMonitor;NRCMarketingkuatóésTanácsadóKft.ShareofHungariansfollowinginfluencers'recommendationsin2021,bytopicShareofHungariansfollowinginfluencers'recommendations2021,