Smart marketing strategy based on user habits
The most popular social media in Latvia are changing along with user habits and the development of the digital environment. In order for companies to successfully reach their audience, it is important to understand how social networks are used in Latvia and what users are looking for on these platforms. According to 2025 data from “Datareportal”, social media remains one of the main channels where brands can build relationships, influence purchasing decisions and strengthen their presence in the digital space.
Why do people use social media?
Knowing people's motivations makes it possible to create content, which really achieves the goal. These are the main reasons why users choose social media:
- 50.8% – for communicating with friends and family
- 39% – for leisure time
- 34.5% – for reading news and learning new things
- 30.5% – for content acquisition (articles, videos)
- 29,2% – to follow current topics and trends
What influences people's purchasing decisions in e-commerce?
Marketing campaigns should be based on what is important to consumers:
- 52.6% – free shipping
- 40.2% – coupons and discounts
- 33.2% – customer reviews
- 31.9% – convenient return policy
- 28.7% – convenient payment
Where do people look for information about brands?
The importance of information sources in marketing is enormous. Data from 2025 shows:
- 51% – uses search engines (Google etc.)
- 46.1% – social media
- 37.7% – reviews from other consumers
- 33.6% – brand websites
- 29,2% – mobile applications
How many Latvian residents use social media and what platforms? (2025)
The most popular social media platforms in Latvia in 2025, used by residents, are YouTube (75.6%), Facebook (48.1%), TikTok (42.4%) and Instagram (37.5%). The research data shows that the use of social media in Latvia continues to grow, and the platforms are becoming increasingly important for both entertainment, information gathering and brand communication.
In Latvia, 93.91% of the population uses the Internet, and 75.61% of the population uses the Internet. social mediaHere are the current statistics on the platforms:
YouTube – No. 1 platform in Latvia
- Reach: ~1.41 million (75.6%)
- Women/men: 52.9% / 47.1%
- Change: -3.4% compared to the previous year
- Reach: ~897 thousand (48.1%)
- Women/men: 56.3% / 43.7%
- Change: +8.7%
TikTok
- Reach: ~791 thousand (42.4%)
- Women/men: 54.3% / 45.7%
- Change: +6.6%
- Reach: ~699 thousand (37.5%)
- Women/Men: 58.4% / 41.6%
- Change: +13.1%
Data-driven marketing strategy = smarter business
The more accurately you understand your audience and their digital habits, the more effectively you can create content, ads, and offers. It is essential for businesses to keep up with social media statistics and trends so as not to miss the opportunity to be visible and relevant.
Stay on the pulse and let data become your ally in strategy.
