Instagram has become the most used social network in Portugal, dethroning Facebook for the first time. In 2024, the social network founded by Mark Zuckerberg dropped to third place on the podium, with WhatsApp now in second place.

According to the 2024 edition of the study “The Portuguese and Social Networks”, produced by Marktest since 2011, Instagram is the social network that the Portuguese access the most (34.2%). It is followed by WhatsApp and Facebook, with 27.2% and 20.9% of references.

“The results of the study also shows that Facebook continues to be the social network with the greatest penetration in Portugal: almost 90% of Portuguese people who use social networks have an account on Facebook. The next positions are followed by WhatsApp (88.3%) and Instagram (82.1%)”, reads the Marktest website,

The study “The Portuguese and Social Networks”, which aims to find out the levels of awareness, use, opinion and habits of the Portuguese regarding social networks, was carried out through online interviews conducted between 5 and 23 July 2024. 803 interviews were conducted with individuals aged between 15 and 64, residents in mainland Portugal and users of social networks.