The chart is not accessible to screen readers. Please switch to the table view to access the data.
Use Ask Statista Research Service
DataReportal
November 2025
Portugal
Q3 2025
16 years and older
Online survey
The relevance of social media in today’s society is unprecedented, with user penetration reaching high values globally, but especially in Europe. Portugal is no exception, and, in 2025, WhatsApp was the most used social media platform, chosen by over 91 percent of internet users. Close behind was Instagram, selected by a rate of 83.1 percent of respondents. Social media platforms such as TikTok and Pinterest were used by a similar ratio of respondents, between 49 and 39 percent. Threads, on the other hand, was the platform with the lowest usage rate, as it was used by only 11 percent of the online population.
Social media use is common to all age groups, which exemplifies the democratization of these online platforms. Nevertheless, it is especially between the ages of 25 and 34 that social network penetration is the highest, followed by the age range between 18 and 24 years. Instagram, in particular, is very much used by the youngest generations, and it is women that record the highest usage shares, among all age groups.
In Portugal, using social media is among the most time-consuming media activities performed daily. In 2024, the Portuguese spent on average 2 hours and 18 minutes using these social platforms, more than listening to music or reading news online. They mostly dedicated their time on social media sending private messages, and liking and commenting on posts by other users. Posting pictures or videos was performed by less than a half of the population in Portugal, which demonstrates that social platforms are mostly used to communicate with acquaintances.
Leading social media platforms in Morocco 2025
Leading social media platforms used by marketers worldwide 2026
Leading social media platforms in Hong Kong 2026, based on market share
Leading social media platforms for news consumption in Hungary 2026
* For commercial use only
Basic Account
Starter Account
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
Overview
User demographics
User behavior
Social media use by enterprises
Meta
YouTube
Other social media platforms
* For commercial use only
Basic Account
Starter Account
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
