Social media is
the main gateway
to online news
Our analysis begins with an article by Felix Richter (Statista) published on June 17, 2024, which presented an analysis addressing the following question: “Social media is the primary gateway to online news.” Here is the translation:
The dominance of online news, which has supplanted print media and television over the past decade, is now a well-established fact. According to the Reuters Institute’s 2024 Digital News Report, 77% of the more than 90,000 respondents from 47 countries get their news online. By comparison, 55% prefer television, while only 19% continue to get their news from print media.
Among this population of online news consumers, a significant trend is emerging: social media platforms are becoming increasingly important. They no longer serve merely as sources of information, but also as widespread gateways to online news. Direct access to news websites and apps—which was the primary method of news consumption in 2018—now ranks only third, behind search engines and social media.
While this shift toward social media offers advantages, such as rapid dissemination and personalization of information, it also has major drawbacks. Information, now governed by algorithms that prioritize engagement over accuracy, is losing editorial quality. This trend favors sensationalism at the expense of substance, thereby compromising the objectivity of the information. Furthermore, social media tends to create “echo chambers,” reinforcing users’ biases, as they are primarily exposed to content that aligns with their preferences. While this personalization is acceptable in the realm of entertainment, it proves problematic in the political and news contexts.
For publishers, the decline in direct access to their platforms is a cause for concern, as it increases their vulnerability to technological changes. The recent rise of artificial intelligence tools could lead to a paradigm shift. Ultimately, accessing news via AI chatbots could pose a significant threat to publishers’ traffic, jeopardizing their advertising revenue and subscriptions.
The analysis conducted by Statista highlights the predominant role of social media in how internet users stay informed about key news stories and major developments in the global economy and politics, but what about the Tunisian market? How is the social media market faring in Tunisia? By analyzing these channels and the behavior of Tunisian consumers, we can answer this question: Is social media the main gateway to online news?
So, Socials Analytica presents its analysis of the Tunisian market.
In Tunisia, social media has become an essential gateway to online news. With steadily increasing internet penetration and heavy use of platforms such as Facebook, X (formerly Twitter), and Instagram, many Tunisians are turning to these channels to stay informed in real time about local and international events. Just look at how Tunisians immediately check leading websites like MOSAIQUE FM to confirm or refute important news!
Chawki Jebali - CEO of Socials Analytica
Social Media Usage Statistics in Tunisia for
, 2024, and Demographic Analysis
The year 2024 was marked by a strong presence of social media in Tunisia’s digital landscape. At the start of the year, Tunisia had 9.96 million internet users, representing a penetration rate of 79.6%. Of these, 7.12 million were active on social media, accounting for 56.9% of the total population 1. This report provides a detailed analysis of usage on the five major social media platforms—Facebook, Instagram, TikTok, X (formerly Twitter), and LinkedIn—offering estimates of user numbers and available demographic data for the year 2024.
Facebook remains the dominant platform, with an estimated user base of between 7 and 8.8 million. Instagram and TikTok are also significantly popular, with approximately 3.2 to 3.4 million and 2.1 to 5.3 million users, respectively. X and LinkedIn have more niche audiences, with approximately 390,000 and 2.1 million users, respectively.
Demographic analysis reveals distinct trends for each platform: Facebook reaches a wide range of age groups with a slight male majority; Instagram appeals more to young women; TikTok attracts a young audience with a possible male predominance, depending on the sources; X targets a more limited audience; and LinkedIn focuses on professionals, primarily in the 25–34 age group. These observations underscore the importance of a targeted approach for any digital communication strategy in Tunisia.
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Tunisia's Digital Landscape in 2024
Internet Penetration and Infrastructure
At the beginning of 2024, Tunisia had 9.96 million Internet users, representing a penetration rate of 79.6% 1. This figure represents an increase of 1.2 percentage points compared to the previous year 2. Mobile connectivity is widespread, with a penetration rate of 98% and 16.73 million mobile connections recorded in January 2024 1.
This figure, which exceeds the number of Internet users, suggests that many people have more than one mobile subscription. The median mobile internet download speed via cellular networks was 24.32 Mbps, while the speed for fixed broadband reached 9.16 Mbps in early 2024, representing an improvement over the previous year 1. These increased speeds make it easier to use bandwidth-intensive applications, such as watching videos on social media.
The high penetration of the Internet and mobile devices, combined with improved connection speeds, is creating a digital environment conducive to the use of social media. The annual increase in internet adoption highlights the growing importance of the digital space in Tunisia. The predominance of mobile connections indicates that mobile devices are the primary means of accessing the internet and social media platforms.
The Tunisian government’s efforts to improve information and communication technology (ICT) infrastructure are also noteworthy, through projects such as Edunet 10, which aims to connect educational institutions to high-speed internet 3.
This initiative reflects an ongoing commitment to digital development, potentially aimed at bridging the digital divide. These government efforts to strengthen digital infrastructure point to a long-term trend toward increased internet access and, consequently, potentially broader adoption of social media in the future, particularly within educational communities.
Overview of Social Media Use
In January 2024, Tunisia had 7.12 million social media users, representing 56.9% of the total population 1. This figure represents a slight decrease of 1.7% (120,000 users) compared to early 2023 1.
However, a significant proportion of Tunisian internet users—71.5%—used at least one social media platform in January 2024 1. This high adoption rate indicates that social media is an essential part of the online experience for the majority of internet users in Tunisia. Among these social media users, 45.5% were women and 54.5% were men at the beginning of 2024 1.
This breakdown suggests a slightly higher adoption rate or reported usage among men across all social media platforms.
Although social media penetration is considerable, the slight decline in the number of users compared to the previous year could indicate market saturation, user fatigue with certain platforms, or a shift in online activities toward other forms of digital engagement.
Nevertheless, the high proportion of Internet users who also use social media highlights how deeply these platforms are integrated into Tunisians’ online experience. The overall breakdown by gender suggests greater engagement among men across all social media platforms, but it will be crucial to examine platform-specific variations.
It is also worth noting that 7.05 million social media users were 18 years of age or older, representing 79.2% of the adult population 1. This data highlights the high level of adoption among the adult population, which is often a key target audience for businesses and advertisers.
The prevalence of social media among adults in Tunisia makes it an essential channel for reaching this demographic for marketing, communication, and research purposes. The adoption rate of nearly 80% among adults underscores the importance of social media in their daily lives.
Facebook in Tunisia
1 Number of Active Users
Data from early 2024 sourced from Meta’s advertising resources indicated that there were 7.10 million Facebook users in Tunisia 1. This represented 56.7% of the total population and 72.3% of the eligible audience (aged 13 and older). However, NapoleonCat data for March 2024 reports 8,806,000 users (70.8% of the population) 4, and for September 2024, that number rose to 8,844,100 users (71.1% of the population) 5.
There is a notable difference between Meta’s initial figures (via DataReportal) and NapoleonCat’s subsequent data. The latter suggests a significantly larger Facebook user base in Tunisia throughout 2024. This discrepancy could be explained by differences in data collection methodologies (for example, active users versus ad reach), the time period covered by the data, or potentially a real increase in the number of users over the course of the year.
This report will rely primarily on NapoleonCat’s more recent and detailed data for the demographic analysis, while acknowledging the lower initial estimate and the potential reasons for this discrepancy.
2 Demographic Breakdown
According to NapoleonCat data for September 2024 5:
- The total number of users was 8,844,100, of whom 52.3% were men.
- The largest age group was 25–34 (30.5%, or 2.7 million users). This indicates strong adoption among young professionals and those early in their careers.
- Other significant age groups include those aged 18–24 (26%), suggesting strong engagement among young adults; those aged 35–44 (21.2%), indicating continued use into adulthood; 45–54-year-olds (10.9%); 55–64-year-olds (6.4%); and those 65 and older (4.9%), showing a declining but still present user base among older adults.
- The gender breakdown within age groups shows a slight male majority in most categories, with the most pronounced difference in the 45–54 age group (where men outnumber women by 563,800). This could reflect different online habits or platform preferences within this age group.
The data from March 2024 4 show a similar breakdown: 52.4% men, with the 25–34 age group being the largest (30.7%).
This consistency over time reinforces the demographic profile of Facebook users in Tunisia.
Facebook in Tunisia has a wide reach across different age groups, making it a versatile platform for reaching a broad segment of the population.
The slight predominance of males remains consistent between the two data points from 2024. The 25–34 age group represents the largest segment, indicating a strong presence among young adults and middle-aged adults, who are likely using the platform for social connections, consuming information, and potentially professional networking.
Although the number of people in older age groups is smaller, it still represents a significant number of individuals.
Table: Facebook User Demographics in Tunisia – 2024 (Data from NapoleonCat)
| Age Group | Total Number of Users (September 2024) | Women (%) (September 2024) | Men (%) (September 2024) |
| 13–17 | n/a | n/a | n/a |
| 18–24 | 2,299,466 | 13.6% | 12.4% |
| 25–34 | 2,700,000 | 14.7% | 15.8% |
| 35–44 | 1,874,089 | 9.9% | 11.3% |
| 45–54 | 964,007 | 4.5% | 6.4% |
| 55–64 | 566,022 | 2.9% | 3.6% |
| 65+ | 433,519 | 2.1% | 2.8% |
*Note: “n/a” indicates fewer than 1,000 users in this category.*
At the local (Tunisian) level, Facebook serves as confirmation that social media is the primary gateway to online news. In fact, a news item posted on Facebook is seen as a form of “certification” for that information.
Instagram in Tunisia
1 Number of Active Users
Data from early 2024 sourced from Meta’s advertising tools indicated that there were 3.25 million Instagram users in Tunisia, ¹ representing 26.0% of the total population. Data from NapoleonCat shows 3,460,100 users in April 2024 6 and 3,458,300 users in September 2024 7.
These figures are very close, suggesting a stable user base in the middle and at the end of the year. Sensor Tower’s data for the third quarter of 2024 shows approximately 2.2 million active users. 8. This number is significantly lower than NapoleonCat’s estimates, potentially due to Sensor Tower’s methodology, which focuses on active users over a specific period (e.g., monthly active users) and may exclude certain user segments or use different data sources.
While NapoleonCat reports a relatively stable number of Instagram users—around 3.4 million—throughout the middle and end of 2024, Meta’s initial figure is slightly lower, and Sensor Tower’s count of active users is significantly lower.
This discrepancy likely stems from different definitions of the term “user” (for example, registered users versus monthly active users) and from distinct data sources. This report will focus primarily on NapoleonCat’s data for demographic analysis due to its detailed breakdown and more recent time frame, but the difference from Sensor Tower’s data will be noted as a methodological variation.
2 Demographic Breakdown
According to data from NapoleonCat for September 2024 7:
- The total number of users was 3,458,300, of whom 52.6% were women. This indicates a slight female majority on the platform.
- The largest age group was 18-24 year olds (33.7%, or 1.16 million users). This indicates strong appeal among young adults, likely due to the platform’s visual nature and trend-focused content.
- The 25–34 age group was also significant (33.3%), indicating continued engagement into early adulthood.
- The other age groups include those aged 35–44 (17.5%), 45–54 (8.2%), 55–64-year-olds (4.3%), and those 65 and older (2.9%), showing a decline in usage with age but still capturing some older users.
- The largest difference between men and women was in the 18-24 age group, with women outnumbering men by 541,600. This underscores Instagram’s popularity among young women.
The data from April 2024 6 show a similar breakdown, with women accounting for 52.7% and the 18–24 age group representing the largest share (33.8%).
This consistency suggests a stable demographic profile for Instagram users in Tunisia during this period.
Instagram in Tunisia is more popular among women, particularly in the younger demographic segments (ages 18–24 and 25–34). This makes it a valuable platform for reaching young female audiences for marketing, branding, and influencer collaborations.
The stability in user numbers and demographics throughout 2024 indicates a consistent level of engagement among these key groups.
Table: Demographics of Instagram Users in Tunisia – 2024 (Data from NapoleonCat)
| Age Group | Total Number of Users (September 2024) | Women (%) (September 2024) | Men (%) (September 2024) |
| 13–17 | n/a | n/a | n/a |
| 18–24 | 1,166,900 | 18.1% | 15.7% |
| 25–34 | 1,152,900 | 16.9% | 16.4% |
| 35–44 | 605,200 | 9.3% | 8.2% |
| 45–54 | 283,600 | 4.4% | 3.7% |
| 55–64 | 148,800 | 2.5% | 1.8% |
| 65+ | 100,900 | 1.4% | 1.5% |
*Note: “n/a” indicates fewer than 1,000 users in this category.*
TikTok in Tunisia
1 Number of Active Users
Data from early 2024 sourced from ByteDance’s advertising resources indicated that there were 5.32 million TikTok users aged 18 and older in Tunisia 1.
This represented 59.8% of the adult population (ages 18 and older) and 53.4% of internet users. This suggests significant reach among the online adult population. Data from Sensor Tower for the third quarter of 2024 shows approximately 2.1 million active users across all age groups 8.
This number is significantly lower than ByteDance’s figure, which includes only users aged 18 and older. The difference could be attributed to Sensor Tower’s focus on users who were actively engaged during a specific time period and, potentially, to different data sources.
There is a significant discrepancy between the number of TikTok users in Tunisia reported by ByteDance’s advertising data (which focuses on potential advertising reach among adults) and Sensor Tower’s active user data (which includes all age groups).
While ByteDance’s figures indicate a larger potential audience for advertisers targeting adults, Sensor Tower’s data suggests a smaller but highly engaged user base.
This report will present both figures along with clear context regarding their source, scope (age), and methodology in order to provide a more nuanced understanding of TikTok’s user base in Tunisia.
2 Demographic Breakdown
Data from ByteDance in early 2024 indicated that the advertising audience (ages 18 and older) consisted of 44.0% women and 56.0% men 1. This suggests a slight male majority among adult TikTok users in Tunisia, according to this source. Data from Start.io 10 suggests a different profile, with 68.5% in the 18–24 age group and a gender breakdown of 28.3% women and 71.7% men.
However, the methodology and reliability of this source are unclear, and it shows a significantly different gender breakdown. Global demographic data for TikTok from Exploding Topics 11 for July 2024 shows a slight male majority (54.8%) and the largest age group being 25–34-year-olds in the United States, but this may not reflect the Tunisian market.
Demographic data for TikTok in Tunisia appears to be inconsistent across different sources. While ByteDance’s data suggests a slight male majority among adults, Start.io’s data indicates a much stronger male dominance and a very young audience. Given the uncertainty surrounding Start.io’s data and the more direct source of ByteDance’s data (via DataReportal), this report will rely primarily on the latter for adult demographics. The lack of a detailed age breakdown from ByteDance is a limitation, and the significant discrepancy with Start.io’s data warrants caution when interpreting TikTok’s demographic profile in Tunisia.
Table: TikTok User Demographics in Tunisia – Early 2024 (ByteDance Data – Ages 18 and older)
Genre | Percentage |
Woman | 44.0% |
Man | 56.0% |
*Note: Data from Start.io suggests a different breakdown, with a larger male majority and a younger audience, but the methodology used by this source is not clearly defined. No detailed breakdown by age is available in the ByteDance data.*
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X (formerly Twitter) in Tunisia
1 Number of Active Users
Data from early 2024 sourced from X’s advertising resources indicated 389,500 users in Tunisia 1. This represented 3.1% of the total population. This figure is significantly lower than that of other major social media platforms.
StatCounter data for February 2025 shows Twitter has a 1.55% market share in Tunisia 13, suggesting a steadily shrinking user base within the overall social media landscape.
Tunisia does not rank among the top countries in terms of Twitter/X users in the global rankings 15, which further underscores the country’s relatively low adoption rate.
X (formerly Twitter) has a significantly smaller user base in Tunisia compared to other major social media platforms. The consistency of data across different sources for early 2024 and its low market share indicate that it has a niche appeal in Tunisia’s digital landscape.
It is likely aimed at specific audiences, professional groups, or those seeking real-time information and news.
2 Demographic Breakdown
No specific demographic data (age or gender) for X users in Tunisia in 2024 was found in the provided excerpts.
The lack of readily available demographic data on X users in Tunisia is a limitation of this report.
This could be due to the smaller user base, which makes it less of a focal point for detailed demographic tracking in publicly available reports, or potentially due to the platform’s data privacy considerations for smaller markets.
This report must acknowledge this limitation, as it hinders a deeper understanding of who makes up X’s user base in Tunisia.
On an international scale, X confirms that social media is the primary gateway to online news. In fact, many governments and world leaders use this platform officially; even the absence of information on this platform confirms that a piece of news is not official until it is published on X.
LinkedIn in Tunisia
1 Number of Active Users
Data from early 2024 showed that there were 2.10 million LinkedIn members in Tunisia 1. NapoleonCat data for April 2024 indicates 2,163,000 LinkedIn users, representing 17.4% of the population 16.
These figures are fairly consistent, suggesting a stable user base around this number in early and mid-2024. StatCounter data for February 2025 shows a market share of 1.11% for LinkedIn in Tunisia 13. This relatively low market share, compared to more general social media platforms, reflects LinkedIn’s specific focus on professional networking.
LinkedIn has a moderate user base in Tunisia, serving primarily as a professional networking platform. The consistency in user numbers across different sources for early and mid-2024 provides a reasonable estimate of the size of its user base. Its market share, which is smaller than that of platforms such as Facebook and Instagram, reflects its specific professional focus and target audience.
2 Demographic Breakdown
According to NapoleonCat data for April 16, 2024:
- The largest age group was 25–34-year-olds (50.9%, or 1.1 million users). This indicates that LinkedIn in Tunisia is widely used by young people and mid-career professionals.
- The 18-24 age group also accounted for a significant share (31.4%), suggesting that many young adults and recent graduates use the platform for career development and networking.
- The 35–54 age group accounted for 16.2% of users, indicating continued professional engagement in the later stages of their careers.
- Users aged 55 and older made up a small fraction (1.5%) of the user base, which is to be expected for a platform focused on active professional engagement.
LinkedIn’s user base in Tunisia is heavily concentrated among young professionals and those early in their careers (ages 18–34), which aligns perfectly with the platform’s mission of professional networking, job search, and career development. The relatively low representation of older age groups is also logical given the platform’s purpose. The lack of gender-specific data in the provided excerpts is a limitation that could be noted.
Table: LinkedIn User Demographics in Tunisia – April 2024 (Data from NapoleonCat)
Age group | Percentage of Users |
18-24 | 31.4% |
25-34 | 50.9% |
35-54 | 16.2% |
55+ | 1.5% |
At the local (Tunisian) level, LinkedIn serves as confirmation that social media is the primary gateway to online news. In fact, a news item posted on LinkedIn—especially one related to the economy, finance, or business—is seen as a mark of “authenticity” for that information.
Key Findings and Implications
The Tunisian social media landscape in 2024 is characterized by high adoption rates, with Facebook being the dominant platform in terms of the number of users and offering the widest reach.
Visual platforms like Instagram and TikTok are very popular, especially among younger generations, indicating a strong preference for visual content and short videos. LinkedIn plays a key role in professional networking and career development, attracting a specific demographic of working-age individuals. X (formerly Twitter) has a smaller, more niche user base, suggesting that it may be more relevant for specific types of content or audiences.
Demographic variations across platforms are significant and are likely to have a major impact on marketing and communication strategies targeting the Tunisian population. The slight decrease in the total number of social media users compared with the previous year may indicate the need to monitor changes in digital habits and a possible decline in engagement with these platforms.
Inconsistencies in the reported data—particularly for TikTok—highlight the importance of considering data sources and methodologies when interpreting social media statistics. Companies and organizations seeking to engage with the Tunisian public online must adopt a platform-specific approach, tailoring their content and strategies to the demographics and user behaviors unique to each platform.
More in-depth research and more consistent data reporting would improve our understanding of this evolving digital landscape.
Based on this analysis, we can conclude that, yes, social media is the primary gateway to online news.
Conclusion: Is social media the main gateway to online news?
In conclusion, 2024 presented a dynamic social media landscape in Tunisia, characterized by high internet and social media penetration. Facebook stands out as the most widely used platform, offering broad demographic reach.
Instagram and TikTok have captured the attention of young users, with distinct gender breakdowns.
LinkedIn serves as a key platform for professionals, while X is aimed at a smaller, potentially niche audience.
Understanding these platform-specific statistics and demographic breakdowns is crucial for effective digital engagement in Tunisia. The nuances in data reporting—particularly for rapidly evolving platforms like TikTok—highlight the need for ongoing analysis and careful interpretation of social media trends in this dynamic market.
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Sources of the quotations
- Digital 2024: Tunisia — DataReportal – Global Digital Insights, accessed March 22, 2025, https://datareportal.com/reports/digital-2024-tunisia
- statista.com, accessed March 22, 2025, https://www.statista.com/statistics/1505768/tunisia-annual-internet-adoption-rate/#:~:text=In%20January%202024%2C%20around%2080%20points%20from%20the%20previous%20year.
- Tunisia: Freedom on the Net 2024 Country Report, accessed March 22, 2025, https://freedomhouse.org/country/tunisia/freedom-net/2024
- Facebook Users in Tunisia – March 2024 – NapoleonCat, accessed March 22, 2025, https://napoleoncat.com/stats/facebook-users-in-tunisia/2024/03/
- Facebook Users in Tunisia – September 2024 | NapoleonCat, accessed March 22, 2025, https://napoleoncat.com/stats/facebook-users-in-tunisia/2024/09/
- Instagram Users in Tunisia – April 2024 – NapoleonCat, accessed March 22, 2025, https://napoleoncat.com/stats/instagram-users-in-tunisia/2024/04/
- Instagram Users in Tunisia – September 2024 | NapoleonCat, accessed March 22, 2025, https://napoleoncat.com/stats/instagram-users-in-tunisia/2024/09/
- Top Social Apps in Tunisia: Q3 2024 Performance Overview, accessed March 22, 2025, https://sensortower.com/blog/2024-q3-unified-top-5-social%20apps-revenue-tn-6009e912241bc16eb8566eef
- Top Countries with the Most TikTok Users in Africa | TechPression, accessed March 22, 2025, https://techpressionmedia.com/top-countries-with-highest-tiktok-users/
- TikTok Users in Tunisia Audience – Start.io, accessed March 22, 2025, https://www.start.io/audience/tiktok-users-in-tunisia
- TikTok User Age, Gender, & Demographics (2025) – Exploding Topics, accessed March 22, 2025, https://explodingtopics.com/blog/tiktok-demographics
- com, accessed March 22, 2025, https://datareportal.com/reports/digital-2024-tunisia#:~:text=X%20users%20in%20Tunisia%20in,total%20population%20at%20the%20time.
- Social Media Stats Tunisia | Statcounter Global Stats, accessed March 22, 2025, https://gs.statcounter.com/social-media-stats/all/tunisia/2024
- Social Media Stats Tunisia | Statcounter Global Stats, accessed March 22, 2025, https://gs.statcounter.com/social-media-stats/all/tunisia
- Twitter/X Users by Country 2025 – World Population Review, accessed March 22, 2025, https://worldpopulationreview.com/country-rankings/twitter-users-by-country
- LinkedIn Users in Tunisia – April 2024 | NapoleonCat, accessed March 22, 2025, https://napoleoncat.com/stats/linkedin-users-in-tunisia/2024/04/
