Active social media penetration in European countries 2020

As of January 2020, Malta is the European nation with the highest active social media penetration. Cyprus with an 83 percent penetration rate comes in second, followed by Iceland with 82 percent. Only 35 percent of the population in Moldova was actively on social media, making it the European country with the lowest level of social media use as of this year.

Leading social networks in the United Kingdom

YouTube leads the way in terms of penetration in the United Kingdom (UK), with a rate of 77 percent. YouTube and Facebook are extremely similar with 77 percent and 76 percent respectively. Twitter is the next non-facebook entry on the list, at fourth place, achieving 43 percent.

Facebook in the United Kingdom

   The UK is a significant market for Facebook, with approximately 36.34 million users as of May 2019. Facebook’s UK arm was able to generate revenues amounting to 1.27 billion British pounds in 2017, creating a gross profit of 506.54 million British pounds with costs of sales reaching approximately 758.66 million British pounds. There was a significant increase in revenue from 2015 to 2016, which according to Facebook UK Limited is attributable to the commencement of advertiser reseller services on the 1st of April 2016.