It is time to know in detail the state of in Spain through the 2020 Study that year after year perform e , and that in this edition is sponsored by
In this article we summarize the main data of in order to present an overview of how the use of social networks is currently and what has been its evolution in the last 12 months.
Study of social networks 2020: 87% of Spanish Internet users use social networks
In this new edition, the analysis included men and women between 16 and 65 years resident in Spainwho were surveyed in April 2020. One of the most revealing data from the study is that, of the 31.1 million Spaniards between these ages, 93% (29.2 million) access the internet, while 25.9 million, that is, 87% are users of social networks, two points more than the previous year.
Thus the stalemate is broken detected in the last three years: in the editions and of the study, the penetration of the use of these platforms in the country reached 85% of Internet users, however, the study clarifies that in this edition an increase has been identified, probably due to the confinement we have experienced in recent months.
Social media penetration increases, among individuals aged 16-65, to 87% (+2pp vs 2019), probably driven by confinement.
– Ramon Montanera (@ramonmontanera)
Of these social network users in Spain, 51% are women compared to 49% men. The majority, 29% of them, are between 41 and 54 years old. The next majority age range (28%) is the one that goes from 25 to 40 years. The majority of users (48%) are university students. The main occupation (56%) is working for someone else.
Although the average penetration is 87%, among women it reaches 89%, while among the youngest profiles (16 to 24 years old) this average rises to 93%followed by the age range of 25 to 40 years (91%).
For the edition of the 2020 Social Media Study, new platforms were taken into account: Byte and House Party, while TapaTalk has been eliminated compared to the previous year.
Social Media Study 2020: Spontaneous Knowledge and Suggested Knowledge
spontaneous knowledge
Spontaneous knowledge occurs when the user manages to remember the social network or networks by himself, that is, the ones he has in mind, in a natural way.
As in past editions, Facebook continues to be the most spontaneously known social network among (94%), followed by Instagram (76%) and Twitter (70%). Completing the top 5 of the most spontaneously remembered social networks are WhatsApp (36%), YouTube (21%) and LinkedIn (20%).
Spontaneously, Internet users remember an average of 3 social networksand while some networks begin to occupy a place in the minds of users, as it is spontaneously remembered by 2% of users, other new social networks such as Byte or House Party are not yet.
Suggested Knowledge
Regarding the suggested knowledge, the one that occurs when the interviewer is the one who gives the name of the social network, Facebook It has also managed to stand out among social networks with 93%, followed by WhatsApp, however, the latter has dropped from 93% to 89% in this edition. Twitter came in third place with 84%, as did YouTube and Instagram.
In the 2020 Social Media Study, 8 of them have significantly increased their suggested notoriety: TikTok is the most prominent, having gone from 14% in 2019 to 53% in 2020growth, according to Belén Acebes from IAB Spain, “never seen in previous editions of the study”. It is followed by Twitch, which goes from 12% to 21%, and Tinder, which from 34% in 2019 now has a suggested knowledge of 53%.
Suggested, the knowledge level encompasses new networks: House Party and Byteand for this 2020 they are remembered more: 8.1 on average against 6.5 in the 2019 edition of the study.
Social Media Study 2020: Facebook usage falls while TikTok rises ten points
WhatsApp (84%) and Facebook (77%) are the most used social networks in Spain. However, both have lowered their data from 87% and 83% in 2019 respectively.
The opposite case is presented YouTube (66% in 2020 vs 63% in 2019), Instagram (55% vs 50%), Telegram (31% vs 14%), TikTok (12% vs 2%) and Twitch (6% vs 3%), since they are the social networks with the most significant growth this year. During the last month, Spanish users have visited an average of 3.9 social networks.
Study of Social Networks 2020: assessment and permanence
But being the most visited social network does not imply being the best valued: this point is demonstrated in the study, since WhatsApp and YouTube (8.4 on a scale of 1 to 10) are positioned as the best rated networks, followed by Spotify (8.2), Bite and Waze (8.1), and Twitch (8.0). Among all the social networks, the valuation of YouTube, Telegram, Snapchat and LinkedIn has improved in relation to the result of the previous year.
However, little by little, users have forgotten about some of them: the study indicates that 3 out of 10 social network users have abandoned one in the last 12 months, a rate similar to that of 2019 (32%). Snapchat is the most abandoned, with 8%, followed by Twitter (6%) and Telegram (5%). With a little less abandonment, Pinterest, Facebook, Tinder and LinkedIn (4%) are positioned.
Frequency and intensity of use of social networks in Spain
WhatsApp is undoubtedly the leading social network by frequency of use, since 87% of its users use it every day, several times a day, with a total of 96% daily use. It is followed a little further behind by Instagram (81%), which this year has taken the position from Facebook (78%), which falls to third place.
Regarding the intensity of use (the time the social network is used per day), WhatsApp also has the leadership, with 1:43 hours of use per day on average. Despite Twitch barely has a daily use of 54%, it reaches second place in intensity (1:40)a case similar to House Party, which has a frequency of use of 50% and an intensity of 1:34.
The mobile continues to grow as the favorite device to connect to social networks in Spain, and has managed to grow from 95% in 2019 to 97% in 2020. The computer remains in second place with 93% penetration, while in a strange change and perhaps Due to confinement, the tablet regains strength and goes from 54% to 58% this 2020. Closing the top 5 devices is the (25%) and the smartwatch (21%).
On average we spend more than an hour hooked on our favorite content platforms ⌛, especially to communicate with our loved ones. Without a doubt he has made a difference in how or 👈
— (@praise)
Brands in social networks
One more year the following of brands in social networks decreases: only 52% of users declared being a fan or following a commercial brand on these platforms, while in 2018 81% claimed to follow them. Despite this, the intensity has increased, thus, 49% said they use social media a lot or quite a bit to follow their favorite brands.
📌Important fact: 52% of users follow brand accounts. Therefore, companies that do not yet have a presence must start in the social media strategy
– Dolors Guillen (@Dolors_guillen)
By sectors, entertainment, culture and media (42%) is the favorite among users, while sport has grown, reaching second position (35%), followed by travel, transport and tourism (39%), food and beverages, and beauty and hygiene (35%). Except for the Travel, textile and energy categories, all categories have increased compared to the previous year, and none have decreased.
In relation to advertising, 34% of users like advertising tailored to their interests to be displayed on social networkswhich represents 4 percentage points more than in 2019. Overall, 6 in 10 (59%) felt that social media advertising meets their expectations for information, usability, and format.
of and
The format, the content and the are the keys so that users do not perceive our advertising on social networks as intrusive or annoying.
— Marketing4eCommerce (@Mkt4eCommerce)
Study of Social Networks 2020: 59% recognize that networks influence when buying
most users (59%) state that they look for information on social networks before making their purchasesan increase of 4 percentage points in relation to the data provided by the study in its 2019 edition.
Do they influence the purchase decision? More than half of users say yes.
– Clara Soler (🏠 at home) (@clara_soler)
And while the main channel to search for information about products and services is Facebook (52%), its influence has gradually decreased, while Instagram does not stop growing, and goes from 24% in 2019 to a resounding 36% this 2020. Another social network that is growing in influence related to searching for information about products and services is WhatsApp (10% in 2019 against 15% in 2020).
Another point to note is that a 44% of users have exposed their problems, doubts, and have left comments in relation to their purchases on social networks. This makes social networks an important channel for offering information about products or services, at least for 57% of users who have declared it so.
Other functions are: compare product alternatives (41%), comment or share the purchase (28%), make the purchase (22%) and make complaints or claims (21%). For 56% of users, social networks have influenced their final purchase of products or services, especially women (60%) and those under 40 years of age.
Influencers lose power
An interesting fact that emerges from this edition of the study is that follow-up has decreased from 68% in 2019 to 56% in 2020. Instagram (41%) and Facebook (40%) continue to be the networks on which influencers are most followed, although Facebook is where they have lost the most strength (45% in 2019).
The social networks where the number of influencer followers has increased are TikTok (5% vs. 1% in 2019) and Twitch (3% vs. 1% in 2019).
Follow-up decreases from 68% to 56%. and they are the networks preferred by users to consume this type of content.
— Archetype Spain (@Archetype_ES)
Learn about the evolution of social networks in Spain
Year after year we have learned in detail the reality of the social media sector in Spain through the Study of Social Networks. If you want to compare the change over time of this great universe of posts, tweets and many “likes” you can consult the latest reports:
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