SOCIAL MEDIA SCENE IN LATVIA 2025

What influences users and how to smartly adjust your marketing strategy?

The digital environment is constantly changing, and data helps not only understand your audience, but also make smart, strategic decisions. According to the latest Datareportal 2025 report, internet and social media usage habits in Latvia provide valuable insight for every brand and entrepreneur.

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

ACCESSIBILITY OF SOCIAL MEDIA PLATFORMS IN LATVIA (2025)

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

Facebook

• 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%

Instagram

• 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.