Digital Advertising Landscape in Hungary 2024: Key Statistics

Today, let’s discuss the digital market in Hungary, focusing on the mobile segment. We’ll examine the situation in the market for mobile applications, programmatic advertising, and social networks.

Population of Hungary

Hungary is a country in Central Europe with a rich history and cultural heritage. The official language of the country is Hungarian. As of the beginning of 2024, the population of Hungary was approximately 10.07 million people, with a slight decrease over the previous year.

Gender distribution is almost even, with 51.9% being male and 48.1% female. The majority of the population (73.0%) resides in urban areas, while the remaining 27.0% live in rural areas.

The average age of the population is 42.2 years, with over 19% of the population being over 65 years old.

Hungary’s cultural heritage includes a rich culture, architectural landmarks, and a unique cuisine. The country’s economy is characterized by advanced manufacturing, tourism, and services.

Internet Usage in Hungary in 2024

In January 2024, 9.24 million people in Hungary were using the internet, accounting for 91.8% of the population. This means that approximately 825.4 thousand people remained offline, constituting 8.2% of the population.

Among those who use the internet, the speed of mobile internet has increased by 3.8% to 42.67 Mbps, while the speed of fixed internet has increased by 25.5% to 155.12 Mbps.

Regarding the distribution of traffic, the majority is accounted for by smartphones – 63.29%, followed by:

• Laptops/Desktops: 34.99%
• Tablets: 1.66%
• Other devices: 0.05%

Statistics of social media usage in Hungary in 2024

In January 2024, Hungary witnessed a significant presence on social media, with the number of active users reaching 7.29 million people. However, over the past year, this figure decreased by 110,000 (-1.5%), according to Kepios analysis.

Nevertheless, the number of social media users aged 18 and older reached 6.56 million people, accounting for 72.4% of the country’s total population at the beginning of 2024.

It is interesting to note that the average time spent by users on social media is 1 hour and 47 minutes, with gender distribution almost equal: 51.7% women and 48.3% men.

The primary motivation for using social media is to maintain connections with friends and family, pass time, and acquire new information. It is also worth noting that Hungarians spend a significant amount of time on the TikTok app.

Programmatic advertising in Hungary in 2024

In 2024, the average expenditure on programmatic advertising in Hungary amounted to $501.4 million. Over the year, this figure increased by 9.8%, representing a growth of $45 million.

According to Statista, 77% of all digital advertising revenue in Hungary is allocated to programmatic advertising. In the current year, the share of programmatic advertising in the total digital advertising volume was 71.6%, as reported by Digital Hungary 2024.

On the BYYD platform, where we’ve been providing programmatic advertising services for 9 years, we help brands attract attention and achieve their goals.

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Mobile Advertising in Hungary in 2024

According to DataReportal, in 2024, spending on digital advertising in Hungary increased to $700.3 million, indicating a growth of 9.5%. Broken down by advertising type:

• Search Advertising: $207.8 million
• Digital Video Advertising: $165.4 million
• Digital Banner Advertising: $184.4 million
• Influencer Marketing: $30.36 million
• Digital Audio Advertising: $10.48 million

It is noted that 43.2% of digital advertising spending is allocated to the mobile segment, while the share of spending on advertising in social networks is 30.4%.

Mobile advertising remains an important way to raise brand awareness: 15.8% of respondents recognize it as the most effective. At the same time, the highest effectiveness is demonstrated by word-of-mouth advertising.

It is also worth noting that 10.3% of Hungarian consumers consider in-app purchases to be one of the most common ways of shopping. At the same time, streaming services account for the majority of digital content purchases.

Additionally, according to Statista,, spending in the In-App Advertising market is expected to reach $177.2 million in 2024, with an average spend per user of $23.3.

Mobile App Market in Hungary

According to data from GSMA Intelligence, in January 2024, mobile connections in Hungary exceeded the total population, reaching 111.9%. This indicates the high popularity of mobile communication in the country.

As for the distribution of mobile traffic, it is as follows:

• 81.12% on Android devices,
• 18.12% on iOS,
• 0.71% on Samsung.

The average time spent by Hungarian users on smartphones is 3 hours and 5 minutes. Out of this time:

• 30.9% is spent on social media,
• 25.1% on entertainment apps,
• 25.2% on utilities/widgets,
• 11.11% on gaming apps,
• 1.1% on shopping apps.

Over the past year, there were 270.4 million app downloads, marking a 10.3% annual growth rate. Furthermore, users spent $198.6 million on in-app purchases.

Undoubtedly, these figures indicate a thriving mobile market in Hungary. Advertisers are increasingly investing in mobile advertising and turning to programmatic tools.

The surge in mobile traffic, expansion of the programmatic segment, and increased smartphone usage all corroborate this trend. Therefore, advertisers worldwide should take note of Hungary’s digital landscape to capitalize on the opportunity to reach their audience effectively.

If you’re considering mobile ad campaigns in Hungary, partner with BYYD platform.

BYYD is a global leader in mobile advertising. Our DSP platform provides access to a vast audience through mobile apps in real-time. For 9 years, we’ve been helping brands showcase their ads in mobile apps, thereby increasing their visibility and popularity among their target audience.

By the way, when promoting on our platform, creative content creation comes as a bonus to the promotion. Check out our case studies and start using mobile advertising in Hungary right now!

Interested in experiencing programmatic advertising in action? Feel free to reach out to us, and we’ll help you succeed.