A data profile of the people who buy, follow and care about Social media in Belgium — modelled from more than twelve digital signal sources. Social media has an estimated audience of 3,515,657 people in Belgium.
The average Social media fan in Belgium is 43.8 years old, balanced, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, West Flanders.
Top brand affinities include Instant messaging, Transfermarkt, Hangzhou, with strongest over-indexing on Instant messaging (1.58× the country average).
Demographically, the Social media audience skews balanced with an average age of 43.8, and over-indexes on personality traits such as Sustainability, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 14 brand affinities and 11 regions tracked by Rascasse.
The typical Social media fan in Belgium is balanced, around 43.8 years old, with strong Sustainability tendencies and a notable affinity for Instant messaging.
The key figures that characterise the Social media profile in Belgium.
52.9% are female, 47.1% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 52.9% |
| Male | 47.1% |
| Average age | 43.8 |
| Estimated audience size | 3,515,657 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 34% |
of the worldwide Social media audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Limburg | ~300K | 1.94× | |
| 02 | West Flanders | ~500K | 1.70× | |
| 03 | East Flanders | ~600K | 1.65× | |
| 04 | Antwerp | ~600K | 1.57× | |
| 05 | Flemish Brabant | ~500K | 1.50× | |
| 06 | Brussels | ~200K | 0.93× | |
| 07 | Luxembourg | ~80K | 0.87× | |
| 08 | Province of Namur | ~100K | 0.79× | |
| 09 | Walloon Brabant | ~70K | 0.79× | |
| 10 | Liege | ~200K | 0.64× | |
| 11 | Hainaut | ~200K | 0.62× |
The strongest cross-interests of the Social media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Doomscrolling | Internet & Social Media | 1.89× | ||
| 02 | Generation Deutschland | Politics & Society | 1.89× | ||
| 03 | Erlang (programming language) | Technology & Electronics | 1.65× | ||
| 04 | Hangzhou | Travel & Leisure | 1.63× | ||
| 05 | Polaris Slingshot | Cars & Mobility | 1.62× | ||
| 06 | Instant messaging | Internet & Social Media | 1.58× | ||
| 07 | Pepsi Max | Food & Beverages | 1.56× | ||
| 08 | Dominoes | Games | 1.54× | ||
| 09 | Just For Laughs Gags | Juste Pour Rire Les Gags | Movies & TV | 1.54× | ||
| 10 | Fake news | News | 1.53× | ||
| 11 | Party City | Kids & Family | 1.53× | ||
| 12 | Transfermarkt | Sports | 1.52× | ||
| 13 | Craigslist | Shopping | 1.51× | ||
| 14 | UroTuning | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.02× | |
| Social Media Usage | JOY | 0.88× | |
| Early Adopter Mentality | POWER | 0.81× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.55× | |
| Travelling | THRILL | 0.74× | |
| Urban Lifestyle | OPEN | 0.75× |
Social media has an estimated audience of 3,515,657 people in Belgium, concentrated in East Flanders and Antwerp.
52.9% of Social media fans are female, 47.1% are male, with an average age of 43.8 years.
Social media fans show strongest brand affinity for Instant messaging (1.58×), Transfermarkt (1.52×), and Hangzhou (1.63×) over the country average.
Social media fans in Belgium are most concentrated in East Flanders (reach ~600K), Antwerp (reach ~600K), and West Flanders (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Social media itself, the audience over-indexes on Transfermarkt (1.52×), Hangzhou (1.63×), Erlang (programming language) (1.65×), and Pepsi Max (1.56×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Social media. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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