The number of Ukrainian users of the Instagram social network in 2019 increased by 4.5%, to 11.5 million (about 11 million in 2018), the number of Facebook users by 7.7%, to 14 million. Such research data of the Ukrainian audience of social networks was released by PlusOne communications agency on its website.
According to the study, the main increase in Instagram audience was due to users 19-27 years old, and the increase in Facebook audience was mainly due to users aged 39 or more. Moreover, in almost all regions of Ukraine, except for Kharkiv region, Facebook is more popular than Instagram, and most users prefer the mobile version of the network rather than desktop.
“Ukraine ranks second in the world in the number of women registered in popular social networks. It ranks second in the world in the number of women who are Facebook users and is in the top ten countries in the number of Instagram users. In addition, the female audience of Facebook and Instagram outweighs the male in all age categories,” according to the report.
According to the PlusOne study, in October-December 2019, as well as January 2020, the Facebook Messenger audience in Ukraine increased by 1.5 million users, to 8.7 million.
At the same time, the report indicates that the total audience of Ukrainians available to advertisers through Facebook instruments is 19.5 million users.
Instagram, according to the study, achieved the highest penetration in Kyiv (45%), Odesa (36%) and Kharkiv (34%) regions. Whereas Facebook is the most popular in Kyiv (penetration is 55%), Lviv (44%), and Zakarpattia (40%) regions.
