The Institute of Engineering in Madrid has been the venue chosen to present the conclusions of the eighth edition of the Annual Study of in Spain: a key document to know in detail the reality of the Universe in our country. One more year, the study has been prepared by the agency of in collaboration with IAB SpainOn this occasion, in addition, it has been sponsored by Adglow.
Ruben Cane He breaks it down for you in this video:
Annual Study of Social Networks: 19.2 million users use networks in Spain
According to data from the Annual Study of Social Networks in Spain 2017, 86% of Internet users between the ages of 16 and 65 use social networks (19.2 million people).
“86% of Internet users aged 16-65 use social networks (19.2 million)”
— IAB Spain (@IAB_Spain)
As for the user profiles of social networks in Spain, we find ourselves before a profile with no relevant differences by sex, with an average age of 39 years, and high education (46% have university studies). Regarding the profile of non-users of social networks, the most curious fact is the greater weight of the male sector: 62% of those surveyed who do not use the networks are men.
And how are we the users of ? Of both sexes, and younger than non-users
– Ramon Montanera (@ramonmontanera)
The queens of social networks in Spain
Facebook remains the leader
In this edition of the study, which includes new platforms such as Waze and others present in past editions such as Badoo, Line, Vine or GrindrFacebook showing itself as the most powerful social network in Spain.
In spontaneous knowledge, Facebook (99%) and Twitter (80%) they still are the most mentioned networks, far ahead of Instagram (63%) or LinkedIn (25%).
In suggested knowledge, there are not too many differences compared to 2016: Facebook (97%), WhatsApp (93%) and Twitter (91%) lead a table in which highlights the decline of LinkedIn. Only 64% of those surveyed know it.
Facebook continues to be the par excellence, followed by WhatsApp, YouTube and Twitter (in use and knowledge) via
– Ramon Montanera (@ramonmontanera)
Snapchat in free fall?
Throughout this year (statements in the margin) to continue maintaining the impressive rate of growth that it had shown during 2014 and 2015.
According to the data from the IAB Spain and Elogia study, It seems that the glory days of Snapchat are long gone: not only does it present some of the poorest results in terms of time of use (1:25 hours a week, compared to more than 5 for Whatsapp, 03:20 for Facebook or the average of 2:40 hours for the global of the analyzed networks), but also It is the social network that has decreased the most in frequency of visits Over the previous year: 54% of users say they use less Snapchat than in 2016
The most valued social networks
As you can see in the image, the podium of the most valued social networks in Spain is still very similar to the previous year, with WhatsApp (8.3) and YouTube (8.1) as the first in the ranking. In 2016, both were leading the ranking with slightly lower grades (WhatsApp (8) and YouTube (8)). Tinder (6.2), Google + (6.2) and Snapchat (6.6) are the ones with the worst marks.
How we connect to social networks in Spain
This new edition of the study also analyzes how we Spaniards connect: the mobile has definitively won the battle against the computer (94% vs. 93%), with a clear protagonist: WhatsApp has become the most used social network from smartphones, while Facebook continues to reign in the rest of devices.
«The mobile (94%) exceeds the computer (93%) in penetration in the RRSS for the first time»
— IAB Spain (@IAB_Spain)
eCommerce and social networks in Spain
This year’s study has also reserved a gap to analyze the relationship between eCommerce and social networks. Thus, the use of the networks to search for purchase information has grown 16 points compared to the previous year, reaching 53% of the total. How could it be otherwise, Facebook is the great dominator in this regard, ahead of YouTube and Twitter.
The use of to search for information before buying is extended (53% do so: +16pp vs 2016). Mainly via Facebook.
– Ramon Montanera (@ramonmontanera)
The event has had the participation of Antonio Traugott, General Director of IAB Spain, Belen AcebesDirector of Marketing and Research of IAB Spain, Ramon Montaner, Market Intelligence Director Commends and John Dominguez of Adglow and, as every year it has become one of the most followed of the day on Twitter, through the hashtag #IABEstudioRRSS. You can see the full study below:
The evolution of social networks in Spain, at your fingertips
In any case, this is the eighth 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:
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