WhatsApp brand profile Germany 2022

How high is the brand awareness of WhatsApp in Germany?
When it comes to messenger users, brand awareness of WhatsApp is at 98% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is WhatsApp in Germany?
In total, 83% of German messenger users say they like WhatsApp. However, in actuality, among the 98% of German respondents who know WhatsApp, 85% of people like the brand.

What is the usage share of WhatsApp in Germany?
All in all, 85% of messenger users in Germany use WhatsApp. That means, of the 98% who know the brand, 87% use them.

How loyal are the users of WhatsApp?
Around 82% of messenger users in Germany say they are likely to use WhatsApp again. Set in relation to the 85% usage share of the brand, this means that 96% of their users show loyalty to the brand.

What's the buzz around WhatsApp in Germany?
In July 2022, about 32% of German messenger users had heard about WhatsApp in the media, on social media, or in advertising over the past three months. Of the 98% who know the brand, that's 33%, meaning at the time of the survey there's some buzz around WhatsApp in Germany.

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WhatsApp brand awareness, usage, popularity, loyalty, and buzz among messenger users in Germany in 2022

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Number of respondents

1,175 respondents

Age group

18-64 years

Special properties

respondents who use messengers

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to messengers, which of the following brands do you like?
Brand usage: When it comes to messengers, which of the following brands have you used in the past 4 weeks?
Brand loyalty: When it comes to messengers, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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