As of 2023, Cyprus leads the EU in the share of large enterprises utilizing social media for customer interaction, standing at 58%, with notable usage in Malta (52%) and the Netherlands (48%). The UK and Northern European countries also exhibit significant adoption rates ranging from 45% (UK) to 47% (Finland and Sweden). In contrast, Central and Eastern European countries display lower engagement, with Luxembourg at the bottom (14%). Year-on-year trends show incremental growth, with a notable uptick in Southern Europe.
Future trends to watch include potential growth in countries currently lagging, as digital transformation initiatives spread. Increased integration of AI in social media platforms could also enhance the depth of customer engagement evaluations across the EU.
Top countries in EU Countries by Share of Large Enterprises Using Social Media to Obtain or Respond to Customer Opinions and Reviews Questions
| # | 10 Countries | Percent | Last Year | |
|---|---|---|---|---|
| 1 | 1 Cyprus | 58 | 2017 | |
| 2 | 2 Malta | 52 | 2017 | |
| 3 | 3 Netherlands | 48 | 2017 | |
| 4 | 4 Finland | 47 | 2017 | |
| 5 | 5 Sweden | 47 | 2017 | |
| 6 | 6 United Kingdom | 45 | 2017 | |
| 7 | 7 Slovenia | 43 | 2017 | |
| 8 | 8 Norway | 40 | 2017 | |
| 9 | 9 Iceland | 38 | 2017 | |
| 10 | 10 Ireland | 34 | 2017 |
