During the month of February 2022, Marketing Advisory Services conducted a survey to gain insight on social media presence in Malta. The sample was made up of 300 respondents. The results are presented in the visuals below.
Whether we like it or not, social media has become a huge part of people's lives and that does not seem to change. On average, respondents spend 120 minutes or 2 hours on social media each day.
This study shows that respondents aged between 25-34 tend to spend roughly 3-4 hours on social media each day.
The majority (83.9%) of respondents explored content on social media related to daily news. Whereas 44.9% and 37.8% of respondents favoured product reviews, posts on blogs and articles and giveaways and competitions.
The results of this study suggests that the younger respondents tend to search for content related to product reviews and competitions or giveaways when compared to other age groups.
With respect to favourite topics discussed on social media, the majority (61.8%) of respondents tend to research mostly on educational material. On the other hand, the least favoured topics to discuss on social media were company updates (12.4%) and dating (6.0%).
This study shows that females tend to discuss similar topics when compared to males. The main subjects that females prefer to discuss are food inspiration at 68.8%, educational material at 66.5%, restaurant recommendations at 58.2% and travelling tips at 51.8%. In the case of males, the main subjects preferably discussed are funny videos/memes at 59.0%, educational material at 52.6%, events at 51.6%, restaurant recommendations at 48.4% and purchasing or selling items at 48.4%.
The results indicate that the top 5 social media platforms used are Facebook at 94.4%, WhatsApp at 66.7%, Instagram at 43.5%, YouTube at 42.3% and LinkedIn at 19.9%. The least used social media platforms were Twitter at 7.5%, Reddit at 2.3% and Snapchat at 2.3%.
This study suggests that the younger respondents aged 18-34 tend to make use of TikTok (64.7%) more when compared to other age cohorts.
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