One more year, and they have presented their 2022 study in order to show an X-ray of the situation of social networks in Spain. This is the thirteenth edition of this report and, as on previous occasions, we will present and summarize the most relevant information it provides. We will also make comparisons with the , with the aim of better understanding the evolution of the use and penetration of social networks.
What social networks does the study contemplate?
The social networks included in the study are:
- BePlus
- BeReal
- Discord
- iVoox
- lapse
- Snapchat
- Telegram
- Tinder
- Waze
- Youtube
This year, Stereo, OnlyFans and Clubhouse were removed from the study. On the other hand, BeReal, BePlus, Lapse and Reddit, which were not considered in the previous edition, have been included.
Dimension and profile of social network users
This year, the study has increased the age range of the sample of respondents, going from being people between 16 and 70 years old, as in the previous edition, to being between 12 and 70 years. Taking into account the increasingly early access to social networks and technologies in general, it is a logical decision.
The total number of Spaniards who fall within that age range is 35.8 million. Of these, 93% are and a 85% are social media userswhich is equivalent to about 28 million people.
Regarding the evolution of the penetration of social networks, the results remain stable compared to previous years. In 2021 and 2019, the percentage of people who used social networks was also 85%, while in 2020 it was 87%. We must point out that in 2019 and 2020 the study was carried out on people between 16 and 65 years old, and that in 2021 between 16 and 70.
If we segment the penetration data by gender, it can be seen that among women this is higher than the average, being 88%. As for age groups, the population aged 18 to 24 shows penetration levels of 93%very similar to previous years. On the other hand, the segment between 56 and 70 years old is the one with the lowest percentage, 79%.
What social networks are the best known by the Spanish
Facebook Spontaneously maintains the title of best-known social network for another yearwith 86%, although it loses 5 points compared to the previous year. Nevertheless, WhatsApp manages to prevail in terms of suggested knowledge, going from presenting both networks 91% in 2021, to 93% (WhatsApp) and 92% (Facebook).
spontaneous knowledge
After Facebook are Instagram (72%) and Twitter (56%)although both suffer a loss of 2 and 8 percentage points respectively in relation to 2021. For its part, TikTok shows a significant increase in its spontaneous mentions, going from 13% in 2020, to 29% in 2021 and 36% in 2022, thus placing it in fourth position.
Among the new networks included in the study, Reddit stands out by positioning itself with 2% of spontaneous knowledge in the minds of those surveyed, ranking above Discrod or Spotify.
Spontaneously, users know 3.6 networkssimilar result to the previous edition (3.9).
Suggested Knowledge
Completing the top 4, after WhatsApp and Facebook, we find Instagram Y Youtube, with percentages of knowledge of 88% and 84% respectively. The momentum gained by the video platform stands out when respondents receive it as an option from the pollster, while in the previous classification, spontaneous knowledge, it occupies sixth place with 21%.
In this case, sixth place is occupied by TikTok (75%), which continues to gain space in the minds of users, and is one of the four social networks that increase in notoriety. The other three networks that experienced an increase compared to 2021 are WhatsApp (93%), Twitch (41%) and Discord (21%).
in a suggested way users know an average of 9.6 networksreflecting a slight decrease compared to 10 in 2021.
Use of social networks: Facebook and Twitter fall significantly
The responses of users when asked which social networks they had used in the last month place in the top 5 to the same networks as the previous year: WhatsApp, Facebook, YouTube, Instagram and Twitter. However, Facebook and Twitter suffered a drop of 6 points each. In any case, it is likely that having expanded the age of the study sampleencompassing users between 12 and 17 years old, has contributed to this effect, as has the growth of a network massively adopted by adolescents such as TikTok.
Thus, the most significant increase in use is that of TikTok5 points compared to 2021. The use of WhatsApp (3 points) and Spotify (2 points) also increased, while most social networks maintained the same results as the previous edition.
Likewise, they have been visited by an average of 4.5 networks during the last month. We again appreciate a slight decrease compared to 2021, when the response of these gave an average of 4.7 networks.
Evolution since 2018
Facebook is in a clear decline since 2020the number of people who claim to have used the social network in the last month drops significantly year after year (77% in 2020, 69% in 2021 and 63% in 2022).
2020 is also the year from which YouTube and Twitter show reduced usage by users, although not as accentuated as that of Facebook.
For its part, Instagram maintains the same level of use as the previous year, 60%. Y TikTok continues unstoppable, going to 26% in 2022and being the social network that has increased the most percentage points (5) in terms of use.
Most popular devices and connection hours
The mobile continues to be the main device: 97% of those surveyed indicate it as one of the options through which they connect to social networks, the same percentage as in 2021. It is followed by pcwhich is used for this purpose by 93% and the SmartTVwhich is by 68%.
The fourth and fifth places are occupied by the tablets (52%), which falls 7 points compared to 2021, and the smart watch (33%), which increases 5 points.
As for the times of the day that present a greater confluence of connected devices, the afternoon hours stand out (16:00-20:30) and the night (20:30-00:30). The connection from increases during these two , especially in the last one, becoming the most used device at that time of day (62%). The mobile phone It is only surpassed in use in that slot and in those from 0:30-6:30 and 6:30-8:30.
Facebook becomes the social network that more people leave
3 out of 10 users have left a social network in the last year, data practically identical to that registered in 2021. The social network that more users have stopped visiting this year is Facebook (17% of users have said they have left it aside), followed by Snapchat with 13%, Telegram and Twitter with 8% each.
When defining the profile of the “average quitter”we find that he is a man, about 36 years old, with university studies and who works as an employee.
The frequency and intensity of use of social networks decrease compared to 2021
whatsapp, instagram Y Facebook continue to be the headquarters with higher frequency of use. However, the daily use of all three decreases compared to the previous year. This year, 94% of users say they use WhatsApp daily, compared to 97% in 2021.
Instagram goes from 83% in 2021 to 68% in 2022 and Facebook continues to fall, having gone from a daily use of 78% in 2020, to 72% in 2021 and to 65% this edition. Highlights the appearance of Tinder in fifth position and with a frequency of daily use of 58%, only one point below TikTok (59%).
Talking about the average intensity of use this year is 1h 10 min, being slightly less than in previous years (in 2021 it was 1h 21 min and in 2020 it was 1h 19 min). Young people between the ages of 18 and 24 are the ones who spend the most hours connected, this time (1h 28 min) being higher than the total average.
This edition the intensity ranking experiences great variations with respect to 2021. WhatsApp reaches first place, with an average daily use of 1h 35 minwhen in the previous edition it was not in the top 5. Tinder stands out again and rises to second place in the ranking with an average daily use of 1h 33min. For its part, Spotify up from fourth to third place.
Among the social networks whose daily use has decreased, we can highlight: Twitch, iVoox, Discord or Instagram. Twitter drops from first to fourth position and iVoox goes from the second to the fifth, Discord from the fifth to the eighth Instagram suffers a sharp drop, going from third to ninth place.
What do we use social networks for?
Entertain, interact and learn are the three main motivations of users to connect to social networks. On the other hand, looking for inspiration and following trends are very popular activities among women.
Likewise, some of the answers of those surveyed when asked what they do when they carry out these activities are repeated. Watch videos or music It is the option most chosen by users to be entertained, and to be informed it is the third. Chat and send messages it is the main activity to interact and the second to be entertained.
What are the accounts that users follow the most?
The accounts of friends, family and acquaintances continue to be the most followed by users of social networks. Connectivity between people in our environment remains the main use and reason for most networks. In second position we find the accounts of whose popularity continues to rise and grows five points compared to 2021.
The percentage of users who follow accounts belonging to media it increased 11 points this year, which highlights the importance of these media having a presence on networks to reach a wider audience, since, as the study shows, getting information is the third most frequent activity on networks.
The perception of influencers improves
The percentage of users who follow influencers on networks increases slightly this year, going from 48% to 53%. Instagram is once again the preferred social network to carry out this activity, followed by YouTube, Facebook and TikTok, which moves up one position compared to 2021.
The interaction in own channels It is the most frequent, with 60%. For their part, the external channels they experience a 221% increase in interactions when compared to 2020 data, occupying 40% of the share.
Regarding the perception that users have of influencers, the credibility they give them has increased considerably (14 points). Nearly one in two users (47%) consider the influencers they follow to be credible.
Good results are also revealed with respect to the level of advertising that followers perceive in the influencers’ messages, only 34% of users see these messages as quite and totally advertising, compared to 43% in 2021.
Image: Depositphotos
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