You've probably spent a few minutes on social media. It's a daily activity shared by millions of people across the European Union.
Social media has gone from being a tool for keeping in touch with family and friends to becoming one of the main digital spaces for getting information, interacting and forming opinions. It has also become an essential channel for companies and institutions to engage with their audiences and expand their reach.
But to what extent are social networks present in the daily lives of Europeans? Are they used in the same way in all EU countries? Based on open data, an analysis has been published which examines the evolution of the use of social networks among citizens and businesses, and identifies the differences between member states and different population groups.
A decade of sustained growth
Over the past ten years, the use of social networks has increased continuously across the European Union, both among individuals and among companies. Although there was initially a significant difference between both groups, this has gradually reduced to very similar levels as of 2020.
In 2015, 48% of European citizens claimed to use social media, compared to 37% of businesses. Ten years later, in 2025, these figures had reached 67% and 64%, respectively, reflecting the increasing integration of these platforms into daily life and business activity.
Notable differences between countries
Despite this general growth trend, the intensity of use varies considerably between Member States. Among citizens, Denmark tops the rankings with 90% of users, while Italy has the lowest proportion, with 56%.
The differences are even more marked in the business sphere. Malta has the highest level of adoption, with 88% of businesses present on social media, while Bulgaria is at the other extreme with 42%.
Digital culture drives adoption
The data shows a clear relationship between the use of social networks by the population and their adoption by companies. Countries that stand out for their high citizen participation also tend to register high rates of use in the business sphere.
Denmark, Finland and Malta are examples of this trend, as they are consistently among the Member States with the highest levels of usage among both citizens and businesses. This suggests that more developed digital cultures favour a wider adoption of social networks in society as a whole.
However, there are also some exceptions. In Romania, for example, 80% of the population declares using social media, while only 48% of businesses claim to use them. This difference highlights that business adoption does not always move at the same pace as that of citizens.
A consolidated element of the European digital ecosystem
Overall, the results show that social networks have become an essential part of digital life in the European Union. Beyond entertainment or personal communication, these platforms now play a central role in the way people access information, share content and interact with organizations and companies in an increasingly connected environment.
