Hungary Education Services Digital Learning

Hungary is Investing in Digital Education Solutions

Summary: The Hungarian government is boosting and investing in digital education solutions for all levels of education. Hungary’s Ministry of Interior and Ministry of Culture and Innovation have prioritized digital education for 2025-2026 with a total budget of HUF 3,900 billion (USD 11,1 billion) to be spent on the education sector. Both ministries involved in public and higher education have prioritized widening education capacity in the central budget for 2025 that opens immediate opportunities for international including U.S. edtech solution providers.  

In Hungary, most universities use many platforms for distance learning. The most popular platform for distance learning is Microsoft Teams. In higher education, Google Slides, PowerPoint and Prezi are regularly used applications for presentations. Quizlet is a popular application students use to study, and Zanza.tv is a very popular platform among students in secondary schools.  The applications help the students prepare for their final exams in an interactive way. Increased digitalization may facilitate greater access to study aid for the disadvantaged student population.

Educational applications and digital learning solutions are also becoming more popular. There are over 130 EdTech startups in Hungary which include BOOKR Kids, Mozaik Education, BOOKR Class, Xeropan and other e-book applications, English language learning apps, school curricula management, and other online tutoring apps.

Digital Marketing Strategies 

In 2023, more than 91% of Hungarians had access to the internet, with social media usage being one of the most popular online activities. More than half of users are between the ages of 25-34, but the proportion of users between ages of 18-24 is also significant.  Leading social media platforms in Hungary are Facebook, Messenger, Instagram, YouTube, and TikTok. The most popular social media platforms in Hungary among the 18-24 age group are Instagram, BeReal and TikTok.

The leading business-related social media platform is LinkedIn, with 1.2 million users in Hungary. The most populous age group is the 25-34 age group which accounts for nearly two thirds of the number of users.

Pinterest has powerful opportunities to build brand awareness and catalogue sales.  The number of Hungarian users is 1.48 million, of which 80% are women and only 15 percent are men.  X (Twitter) has approx. 450,000 users in Hungary. Its popularity does not compete with other social media platforms.

The number of YouTube users in Hungary exceeds 7.3 million.  The 35-44 demographic makes up about a quarter of the users and the second most popular demographic is 25-34. Thanks to growing video content consumption habits, YouTube is becoming more and more successful among both B2C and B2B users.  

Instagram has 2.74 million users in Hungary which also shows a growing trend. In addition, it has more than 3 million Hungarian-speaking users, which shows that native Hungarian-speaking people living in other countries are accessing local content. Its largest user base is the younger generation.

Facebook has 6.97 million users in Hungary. In terms of age group, people between 35-54 represent 36.6 percent of users. The content intended for the under 18 demographic is only 3.1% rate, an indication that the content is geared towards an older audience. In addition to Facebook, the Messenger messaging application has 4.9 million users in Hungary.

The growth of the video sharing portal, TikTok, is remarkable, with 2.4 million users in Hungary, a number that grows daily. After its introduction, it was clear the targeted demographic was for a younger audience, but now middle-aged users are also growing. Teens, aged 14-18, make up 40% of Hungary’s TikTok users, while young adults of 18-24 make up 28.8% of users.  The average time spent on TikTok is orders of magnitude higher than on Facebook, which indicates the development of addiction among larger user groups.

Aside from social media, students also use the internet to aid in job searching. The three most popular job searching websites are Profession.hu, Jobline.hu and LinkedIn.com.  In terms of accessing information online, Google was the most important search engine in Hungary by market share.

EDUCATIO is Hungary’s largest annual education expo. Its goal is to connect participants of education including national and international institutions of higher education, course book publishers, language schools, and vocational training centers with students, teachers and parents. The best months of the year to recruit students at educational fairs are January through March and September through November. The next EDUCATIO will be between January 9-11, 2025.

For additional information, please contact: Csilla.viragos@trade.gov