This year, we see that Facebook continues to lead in terms of spontaneous awareness , being mentioned by 84% of respondents (four points less than in 2023). However, it has lost the title of the most well-known social network in terms of suggested awareness , being overtaken by WhatsApp (96%), with whom it had tied the previous year, both with 92%. Likewise, on this occasion, Facebook (92%) now ties with Instagram (92%).
Below we will break down the results of these two categories. It is important to remember that spontaneous knowledge is that which is shown in response to the question “what social networks do you know?”, without providing any kind of help to stimulate the user’s memory. While suggested knowledge is based on indicating which social networks are known within a previously given list.
Spontaneous knowledge
As I mentioned, Facebook continues to be the most spontaneously known social network, although this awareness has fallen by four percentage points compared to the previous year, standing at 84%. In second and third position are Instagram (74%) , which has grown by two percentage points, and X (54%) , which has dropped by one.
In fourth place is TikTok , a social network that has quickly austria number data gained a prominent place in the user's mind in recent years. It went from 13% in 2020, to 29% in 2021, to 36% in 2022 and to 43% in 2023, while this year its spontaneous mentions increased to 46% .
As for notable growth , we can also point to WhatsApp , which went from 34% to 42 % and remains in fifth place, and YouTube , which remains in sixth place but went from 19% to 23% .
On the other hand, we cannot say that Threads has entered through the front door in terms of spontaneous awareness, since it has only managed to position itself in the minds of 2% of users. Although this keeps it above longer-standing platforms such as Tinder (1%) or Spotify (1%) , the dynamics of these platforms can sometimes cause us to forget to classify them as social networks. Something that does not fit or serve as an excuse in the case of Threads, which has a marked social component and bears a great resemblance to other networks such as X.