Finance and insurance sector ranks second in social media use
A TurkStat study examining the digital trends of enterprises across Turkey showed that businesses in the insurance and finance fields concentrate heavily on social media platforms.
According to the results of the 2026 Survey on Information and Communication Technology Usage in Enterprises published by the Turkish Statistical Institute, the finance and insurance sector was recorded as the second economic activity group that uses social media applications the most widely.
Highlights of the TurkStat Survey
The Turkish Statistical Institute shared the up-to-date results of the 2026 survey on information and communication technology usage in enterprises with the public.
The disclosed data shed light on the digitalization processes and social media usage rates of businesses operating in various sectors.
Social Media Usage on a Sectoral Basis
The rate of enterprises using social media applications was examined in detail according to economic activity fields.
While the highest rate in this field was observed in publishing, radio-TV, and content activities at 93.9 percent, the finance and insurance sector ranked second with 83.1 percent.
General Upward Trend Over the Years
Overall, the proportion of enterprises using social media applications rose from 55.2 percent in the previous year to 57.7 percent in 2026.
Distribution Rates by Number of Employees
Significant differences emerged when social media usage was classified according to the employee size groups of the businesses.
The rate stood at 55 percent for enterprises with 10 to 49 employees, whereas it was 68.4 percent for those with 50 to 249 employees, and 86.6 percent for those with 250 and more employees.
Sectors Using Social Media the Least
According to the survey results, the activities with the lowest proportion of enterprises using social media applications were also clarified.
The construction sector ranked first with 40.7 percent, while transportation and storage remained at 42.7 percent, and administrative and support service activities stayed at 56.9 percent.
Electronic Data Interchange and E-Sales
TurkStat also announced the changes in the rate of enterprises making sales via the internet or electronic data interchange.
While this rate was at 13.6 percent in 2024, it reached 17.1 percent according to 2025 data.
Leading Sectors in E-Sales and the Status of Finance
When the rate of enterprises conducting e-sales by economic activity was examined, accommodation and food service activities peaked at 43.3 percent.
This sector was followed by publishing, radio-TV, and content activities at 25.4 percent, while finance and insurance activities positioned in sixth place with 17.2 percent.