In Romania, social media has 13.3 million users out of a total of 18.06 million internet users at the beginning of 2024, when the internet penetration rate was 91.6%, shows an analysis by DataReportal, which quotes Kepios. The data shows a decrease in the number of Internet users in Romania by 298,000 (-1.6%) between January 2023 and January 2024.
The number of social media users in Romania at the beginning of 2024 was equivalent to 67.4% of the total population, but it is important to emphasize that social media users may not represent unique individuals and a single person may have several accounts. According to the report, the number of social media users in Romania decreased by 200,000 (-1.5%) between the beginning of 2023 and the beginning of 2024. In this interval, 50.2% of social media users in Romania were women, in while 49.8% were men.
1.67 million people in Romania did not use the Internet at the beginning of 2024, which suggests that 8.4% of the population was offline at the beginning of the year.
Data published in Meta advertising resources indicate that Facebook had approximately 9.05 million users in Romania at the beginning of 2024. The advertising potential of Facebook in Romania decreased by 500,000 (-5.2%) between January 2023 and January 2024 . For more recent context, the same data shows that the number of users that marketers could reach with Facebook ads in Romania fell by 1.3 million (-12.1%) between October 2023 and January 2024.
Google’s advertising resource updates indicate that YouTube had 13.3 million users in Romania at the beginning of 2024, 200,000 less than a year ago (-1.5%). However, the company’s own data suggests that, at the beginning of 2024, the reach of YouTube ads was equivalent to 67.4% of the total population of Romania.
The figures published in Meta’s advertising tools indicate that Instagram had 5.3 million users in Romania at the beginning of 2024, so Instagram’s advertising reach in our country was equivalent to 26.9% (in the 2022 report it was to 28.3%) of the total population at the beginning of the year. Age restrictions mean that 31.1% of the eligible audience will use Instagram in 2024. At the beginning of 2023, the number of users was 400,000 fewer, so their number rose by 8.2%. Data published in Meta’s planning tools show that the advertising potential of Instagram in Romania increased by 400,000 (+8.2%) between January 2023 and January 2024. On a quarterly basis, the company’s data also shows that the size of Instagram’s advertising audience in Romania decreased by 250,000 (-4.5%) between October 2023 and January 2024.
Figures published in ByteDance’s advertising resources indicate that TikTok had 8.97 million users aged 18 and over in Romania at the start of 2024, up 18.4% from the start of 2023 and over 40 % more than the 6.37 million registered users at the beginning of 2022. At the beginning of 2024, 49% of TikTok’s advertising audience in Romania was female, while 51% was male.
As for LinkedIn, it had 4.2 million “members” in Romania at the beginning of 2024. However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that underlie the advertising reach figures published by most other social media platforms. Therefore, these LinkedIn figures are not directly comparable to the figures for other social media platforms published in the datareportal Digital 2024 reports.
The report also analyzes the number of users of other social media platforms. Thus, at the beginning of the year there were 2.56 million Snapchat users, 1.51 million X (Twitter) users and 2.68 million Pinterest accounts in Romania.
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