Almost all of Malta's internet users are likely to use social media on a daily basis, a study has found. The research, performed by ICON and the University of Malta, shows that Facebook is the most popular network in the country, with 89% of users accessing it every day, followed by YouTube on 63%. It was also revealed that 56% of users were more likely to buy from brands they follow on Twitter. Social media plays a key role in the country for ecommerce according to the director of ICON, who said that “67% of online users regularly refer to social media” for information about products or services before making a purchase. He added that the high level of usage was a direct result of organisations in Malta being quick to adopt new digital technologies.