A study conducted by the Arbone digital marketing agency about the profile of average users of Facebook and Instagram in Croatia in 2019 has confirmed that these social networks are the most popular ones among Croats. About 1.9 million Croats use Facebook, which has become one of the leading online advertising channels. Not far behind is Instagram, with 1.1 million users, reports Večernji List on January 17, 2019.

Before May 2017, Instagram was one of the social networks that did not get too much attention from the Croatian users. Data show that in January 2017 there were about 390,000 Instagram users in Croatia, while four months later, in May 2017, the number of users of the network grew rapidly to 730,000, according to Arbone's report published on Thursday.

Facebook's targeting options have shown that the total number of active Facebook users in Croatia is approximately 1.9 million and that the share between women and men is about 50:50, with 940,000 female users (49 per cent) and 960,000 male users (51 per cent).

The total number of active Instagram users in Croatia is approximately 1.1 million, with 590,000 female users (54 per cent) who are active on this social network and with 510,000 (46 per cent) male users.

The largest group of active Facebook belongs to the ages between 25 and 34, while the most active users on Instagram are those belonging to the 18-24 age group.

Arbon says that, in 2016, the most active groups of Facebook users were those between the ages of 13 and 24 years, which means that the younger generation has moved to Instagram in the meantime.

The largest number of active Facebook and Instagram users live in Zagreb (680,000 / 410,000), followed by Split-Dalmatia County (180,000 / 120,000), Primorje-Gorski Kotar County (130,000 / 68,000) and Osijek-Baranja County (130,000 / 67,000 users).

As far as individual towns are concerned, with the exception of Zagreb, the most significant number of Facebook and Instagram users come from Split (99,000 / 66,000), Rijeka (82,000 / 44,000) and Osijek (61,000 / 33,000). These results are expected, given that these are the four largest towns in the country.

More news on the social media in Croatia can be found in the Lifestyle section.

Translated from Večernji List.

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