Improvements in infrastructure and access in Hungary over the last decade have encouraged considerable increases in Internet access and with that, an exploration of social media. Currently, Internet access is just below the EU average but is heavily focused around Budapest and other large cities, while the rural population remains largely digitally excluded. That said, government-backed initiatives to improve access in rural areas are ongoing. Internet access is also greater amongst those with a higher education and / or employed in the service industries. In turn, a gender divide is also apparent in Hungary’s Internet access as a result of lower levels of employment amongst women. The 15-24 age group and students are leading the digital movement in Hungary, aided by government initiatives which have focused on providing IT education and equipment to schools. It is this demographic that is largely responsible for the popularity of social networking, primarily conducted on local platforms in the Hungarian language, although membership of the global platform Facebook is growing and highlights a desire to be part of the global social media conversation.