Artificial intelligence in everyday life
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Our September 2025 “In Focus” survey in cooperation with m.core/WU Vienna explored how much social media has become part of everyday life and what participants think about it.
A Look into the Digital Everyday World
The survey included 300 participants with an average age of 43.7 years (48.3% female, 48.3% male, 3.4% diverse). They were asked about how frequently they use the following platforms:
- TikTok
- Snapchat
- X
- Threads
- Bluesky
Key findings
- The most frequently used platforms in Austria are Facebook and Instagram – both part of the Meta Group. Almost one-third of respondents use at least one of these platforms several times a day.
- Professional networks such as LinkedIn and Xing are used significantly less often: many said they use them less than once a week.
- 12% of respondents completely abstain from social media.
Usage by Gender and Age
The results also show that there are differences in usage and connections between age and gender:
- Instagram, TikTok, and LinkedIn are used more often by women.
- Bluesky tends to have more male users.
- In general: the younger the person, the more intensive the use of most social platforms.
- Only for Facebook, LinkedIn, and Xing was there no connection between age and frequency of use.
Self-Perception and Perception of Others: Does Social Media Make Life Better?
Participants, on average, did not agree with the statement “Social media makes my life better.”
With a score of 3.0 on a 7-point scale, agreement was relatively low.
Interestingly, however, many believe that other people view social media more positively – the average score for this belief was 3.5.
Conclusion
For many, social media has become an indispensable part of everyday life, while a small portion chooses to avoid it completely.
There are demographic patterns in how platforms are used. Respondents tend to view social media critically, even though they believe others enjoy it more.
You can find the full report (in German) here!
published: 11.11.2025
