Key points about digital media in Luxembourg
- Despite the fact that Luxembourg dominates Internet usage in Europe, the share of digital advertising investment compared to traditional media investment is well below average compared to neighboring countries, and not in line with consumer behavior in Luxembourg.
- Mobile is the number one screen in Luxembourg, with nearly 60% of traffic versus 38% on the laptop or desktop.
- 52% of women spend one to three hours a day on social networks, compared with 41% of men.
- TikTok alone achieves an average time spent per user per month of 38 hours 38 minutes, YouTube 16 hours 50 minutes and Facebook 14 hours, 9 minutes.
- Luxembourgish does not exist as a targeting option on digital platforms, but French is the most widely used language if we take into account languages spoken at home, at work and at school.
- Google is by far the most widely used search engine in Luxembourg, as in the rest of Europe.
- In the Google Ads ecosystem, we mustn’t forget YouTube, with its incredible daily video viewing volumes, including in Luxembourg.
- Facebook and Instagram remain essential and growing in Luxembourg.
- LinkedIn has an extremely high reach in Luxembourg (380,000 people), even higher than that of Facebook, making it the essential communication platform, and not just for B2B communication.
- Pinterest is a powerful social network with a Reach of 215,000 people in Luxembourg, and a very female audience (63%), but despite this it is largely under-exploited by Luxembourg advertisers.
