Annual report social media in Spain

There are more than 5,000 million mobile users in the world and more than 4,300 millions use the Internet. The figure in terms of social media equals 3,500 million users, which is almost half the world population. This means a growth of around 9%.

According to the annual study of social media 2019 by IAB Spain, this country has currently more than 25 million social media users, 85.5% of the population between the ages of 16-65. WhatsApp is the most used media (88%), followed by Facebook (87%), YouTube (68%), Instagram (54%) -the one that has obtained greater growth- and Twitter (50%).

With respect to their popularity, WhatsApp, as in previous years, is still the favorite users, followed by Facebook, Instagram, YouTube and Twitter.

This research also reveals important data of the average time these media are used. WhatsApp leads the ranking with 1 hour and 47 minutes of use, followed by YouTube and Twitch. In all, user spend 55 minutes per day using the social media.

Also, most of the activities carried out through mobile devices are chatting and messaging (65%), music and video (57%), and up to 45% devote their time to see what their contacts do.

The mobile phone is the first access device, followed by computers and tablets. Major connections on mobile devices are via WhatsApp, Instagram, Twitter, and Telegram. Computer relationships are led by Facebook, followed by YouTube, and LinkedIn.

The most-demanded sectors by users looking for information or searching relevant contents are entertainment, culture and media, travel and tourism, and technology and communication.

With respect to influencers, 68% of users confirm following them on social media. In this sense, Facebook (45%) and Instagram (40%) are the most used media, followed by YouTube (33%) and Twitter (23%).