Main social media platforms for product research in Western Europe 2024

Published by
L. Yltävä,
Apr 17, 2025

In 2024, when examining the most used social media platforms for product research, YouTube ranked as the top choice among consumers. Among the European countries analyzed, over 43 percent of consumers used this video streaming platform to research products before making online purchases. Facebook and Instagram followed closely, with at least 35 percent of respondents, depending on the country, utilizing them for this purpose.

Most used social media platforms for product research in selected countries in Western Europe in 2024

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Release date

November 2024

Region

Belgium, Europe, France, Germany, Netherlands, United Kingdom

Survey time period

July and August, 2024

Number of respondents

10,000 online shoppers*

Age group

18 years and older

Special properties

consumers who have conducted at least one online purchase in the last month

Supplementary notes

This question was phrased by the source as follows: "Which social media platform do you use to research products?"

*2,000 respondents from each market: Germany (GER), the United Kingdom (UK), France (FR), the Netherlands (NL), and Belgium (BE).

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Overview

4

Germany and Austria

7

France and Italy

8

Netherlands and Belgium

6

Spain and Portugal

6

Nordic countries

6
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