The time has come to know in detail the reality of the Universe in Spain through the new edition of the 2018 study made by the e agency and sponsored by .
In this article we summarize the main details of the study for you. If you prefer to see our video analysis, Ruben Cane He explains it below:
Study of social networks 2018: 25.5 million users in Spain
The 2018 Social Media Study took social media into consideration to both tools and platforms that are not always considered that way: , , either . The study removed Google+ this time and added to networks like , Musical.ly and that are positioning themselves in the preferences of the users.
According to the data obtained by the Annual Study of Social Networks 2018, 85% of Internet users between the ages of 16 and 65 in Spain use social networks, that is, more than 25.5 million users in our country.
Spontaneous knowledge and use of social networks
As we said at the beginning of this publication, there are some differences between social networks known as such by users, that is, known spontaneously and the social networks used by Internet users but whose platforms are not linked to the definition of a social network.
- In the first case, Facebook (96%) and Twitter (72%) continue to be the most mentioned social networks for the . Of course, while Twitter decreased its notoriety, Instagram (62%) has managed to be the third most spontaneously recognized social network by those surveyed.
- Secondly, in suggested knowledge, Facebook (87%) is losing penetrationlike Spotify (27%), which is losing strength among users, while WhatsApp (87%) continues to increase constant, as is Instagram (49%).
Most used social networks in the last month: WhatsApp surpasses Facebook
According to data from the 2018 Social Media Study, regarding the use of social media in the last month, for the first time WhatsApp has gone to Facebook! (85% and 83% respectively). Third is YouTube with 63% followed by Instagram with 44%, surpassing twitter (41%) .
Use of social networks in Spain by age
Young users (16 to 30 years old) are those who use a greater number of social networks, while users between the ages of 31 and 45 are in second place. While adults between 30 and 45 years prefer the classic social networks such as Facebook, YouTube, Instagram and LinkedIn, young people are betting on other less common social networks, such as Twitch, Telegram 21Buttons and Tumblr.
WhatsApp is the preferred and most valued social network by users
WhatsApp is the most transversal social network, that is, it is among the preferred by users of all generations. Facebook falls to second place in preference among Spanish users, while Instagram maintains third place mainly due to its preference among young users.
In addition to being the most used and preferred social network by users, WhatsApp is also the best valued network among its users, followed by YouTube and Instagram. Facebook plummets, while Snapchat has improved in its valuation.
Twitter is the social network with the highest rate of abandonment
In the 2018 Social Media Study, 3 out of 10 social network users have abandoned one of them during the last 12 months, that is, 35%. 8% of users indicated that they have abandoned Twitter, which makes it the social network with the highest abandonment rate.
Women spend more time on social media
On average, Spanish users use social networks a total of 58 minutes a dayhowever women and younger users (16 to 30 years old) are the ones who spend more time on them (1:02 and 1:10 hours respectively).
WhatsApp leads in the frequency of use with 1:33, followed by Spotify and YouTube.
Use of eCommerce in social networks
57% of users indicated that look for product information before making the purchase through social networks, mainly on Facebook and Instagram that has gained popularity for this purpose. In addition, 38% of users use social networks to give their opinion, expose their problems or seek resolution to their doubts about their online purchases.
Generation Z Vs Millennials
generation Z (between 16 and 23 years old) uses a greater number of social networks at the same time, but his favorites are Instagram, WhatsApp and YouTube. This generation is the most active in social networks and their frequency of use is on average 1:24 hours a day.
Secondly, millennials (24 to 38 years old) keep WhatsApp and Facebook as their favorite social networks, spending an average of 1:02 hours a day on them.
The evolution of social networks in Spain, at your fingertips
In any case, this is the ninth edition of a study that, year after year, has been analyzing in detail the reality of the hyperdynamic sector of social networks in Spain. if you want to check how has it changed all this Universe of tweets, posts, pins and many, many likes, you can consult the latest reports in our newspaper library:
Image:
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus