Social Media Usage Habits
85% of Internet users, aged between 16 and 65, use social networks, which, according benin phone number library this study, is equivalent to more than 25.5 million users in Spain . The penetration data remains stable compared to previous years, a sign of market maturity . Likewise, women and young people are those who spend the most time on the networks.
As far as the most used social networks by Spaniards are concerned, in first place we find Facebook with 87%, (despite the fact that one of the current concerns of users is their online privacy), and WhatsApp with the same percentage, also with 87%, thus becoming the kings of social networks, although unlike last year, Facebook has decreased its number of users. In second place we have Youtube with 69% , followed by Instagram with 49% , in a brand new third position , and standing out for being the Social Network that has gained the most users in the last year and that has increased its frequency of visits the most.
WhatsApp is ranked as the most highly rated by users (used an average of 1 hour and 33 minutes daily), followed by YouTube, Instagram and Spotify .
In terms of access, the mobile phone has established itself as the preferred connection device with 95%, surpassing the computer for the first time with 91%.
Relationship with brands
One of the most interesting sections of this IAB study is the relationship between users and brands.
8 out of 10 users follow brands through Social Networks (levels very similar to 2017), and 39% of these say they do so with intensity (a lot/quite a bit), which has increased by 16 points compared to 2017.
The most followed sectors are those that provide the most relevant and up-to-date content: entertainment, culture and media with 44%, and travel and transportation with 38%.
For 27%, presence on social networks increases brand confidence , with those under 45 years of age being the ones who most trust brands with social profiles.
According to the study, 1 in 3 users have no problem sharing information to receive personalized content. Likewise, a third of the sample has no problem being contacted through social networks.
