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Table of Contents
Overview
06 Social network penetration in Spain 2011-2017
07 Forecast of social network user numbers in Spain 2015-2022
08 Forecast of the social network user penetration rate in Spain 2015-2022
09 Digital Market Outlook: social media ad revenue in Spain 2016-2022, by device
10 Distribution of social media used in Spain 2016-2017
Apps
32 Leading social media apps in Google Play in Spain 2018, by downloads
33 Leading iPhone social networking apps in Spain 2017, by downloads
34 Leading iPhone social networking apps in Spain 2017, by revenue
Social media usage in Spain
Overview
Overview 6
Chart Title
All individuals Individuals who used the internet in the last 3 months
80.0%
60.0% 57%
54%
52% 51% 51%
50.0%
46%
Share of individuals
40.0%
35%
30.0%
20.0%
10.0%
0.0%
2011 2013 2014 2015 2016 2017
data
25
23.1
22.7
22.29
21.79
21.32
20.84
20.36
19.88
20
Number of social network users in millions
15
10
0
2015 2016 2017* 2018* 2019* 2020* 2021* 2022*
Note: Spain; July 2017; individuals who use a social network via any device at least once per month.
data
60.0%
49.94%
49.03%
50.0% 48.08%
46.98%
45.94%
44.89%
43.85%
42.81%
40.0%
Share of social network users
30.0%
20.0%
10.0%
0.0%
2015 2016 2017* 2018* 2019* 2020* 2021* 2022*
Note: Spain; July 2017; share of the total population who use a social network via any device at least once per month.
Chart Title
Desktop Mobile
600
445 462
425
500 399
369
332
288
Revenue in million U.S. dollars
400
300
200
134 127
100 118
109
99
88
77
0
2016 2017* 2018* 2019* 2020* 2021* 2022*
Chart Title
2017 2016
15.67%
YouTube 11.72%
14.99%
Twitter 16.68%
13.19%
Google+ 14.3%
10.87%
Instagram 6.92%
7.91%
LinkedIn 9.23%
1.68%
Myspace 2.06%
1.56%
Flickr 1.83%
0.89%
foursquare 1.04%
0.57%
Bebo 0.6%
4.57%
Other 5.74%
0.83%
None 0.89%
0.2%
Prefer not to say 0.2%
Share of respondents
Chart Title
Men Women
45.0%
40.0% 38.2%
36.4%
35.0%
29.7%
30.0%
Share of respondents
25.0% 23.4%
20.0%
16%
15.0% 13.4%
0.1% 0.2%
0.0%
Always/Continually Daily but not the whole Sometimes a week Sometimes a month Less frequently I haven't ever used I don't know
time
Social networks: frequency of access among Internet users in Spain in 2015, by age
Frequency of access to social media networks among Spanish Internet
users in 2015, by age
Chart Title
70.0%
60.0%
50.0%
Percentage of respondents
40.0%
30.0%
20.0%
10.0%
0.0%
Always / Continually Daily but not the whole Sometimes a week Sometimes a month Less frequently I haven't ever used I don't know what
time social media social media are
Note: Spain; April 16 to May 4, 2015; 18 years and older; 1654 Respondents
data
Portugal 130
Italy 113
Poland 102
Ireland 87
Sweden 116
Spain 98
Belgium 93
France 82
Netherlands 80
Germany 94
Note: Belgium; France; Germany; Ireland; Italy; Netherlands; Poland; Portugal; Russia; Spain; Sweden; United Kingdom; 2017; 16-64 years; internet users.
data
Whatsapp 313
Twitch 235
Spotify 229
Facebook 200
YouTube 181
Instagram 168
Telegram 133
Waze 116
Tumblr 106
Google+ 105
Twitter 92
Snapchat 85
Pinterest 77
LinkedIn 76
Tinder 58
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Note: Spain; February 2016; 16-55 years; 887 Respondents; online panel members at consupermiso.com who used social networks
Chart Title
18.0%
16%
16.0%
15%
14.0%
13%
12.0%
Share of individuals
10% 10%
10.0%
8.0%
7%
6.0%
4.0%
2.0%
0.0%
2011 2013 2015
Chart Title
100.0%
94.4% 94.5%
92.4%
90.0%
80.0%
70.0%
Share of companies*
60.0%
50.0%
43.1% 43.8% 42.5%
40.9% 39.6% 40.1%
40.0%
30.0%
20.0%
12.9%
10% 10.7%
10.0%
0.0%
Social Media (Facebook, LinkedIn, Enterprise blogs or microblogs (Twitter, Websites that share multimedia content Wiki-based tools for sharing knowledge
Tuenti, Google+, Viadeo, Yammer...) Present.ly, Blogger, Typepad...) (YouTube, Flickr, Picassa...)
Chart Title
Q1 2016 Q1 2015
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
47.5%
Canary Islands 40.1%
46.8%
Catalonia 43.3%
45.5%
Region of Valencia 40.7%
45.3%
Community of Madrid 42.2%
45.2%
Balearic Islands 46.8%
43.2%
La Rioja 35.3%
42.7%
Murcia 35.4%
42.4%
Andalusia 40%
41.27%
Castile-La Mancha 34.4%
41.1%
Asturias 36.3%
39.4%
Aragon 36.3%
38.3%
Extremadura 31.1%
36.9%
Basque Country 33.4%
36.6%
Cantabria 31.9%
Share of companies*
Chart Title
All individuals Individuals who used the internet in the last 3 months
50.0%
46% 46%
45.0%
41%
40.0% 38%
36%
35%
35.0%
32% 32% 32%
31%
Share of individuals
30.0%
25.0% 23%
19%
20.0%
15%
15.0%
10.0% 8%
5.0%
0.0%
2008 2009 2010 2012 2014 2015 2016
data
0 1 2 3 4 5 6 7 8 9
WhatsApp 8.3
YouTube 8.1
Spotify 8
Telegram 7.8
Instagram 7.8
Pinterest 7.6
Waze 7.6
Facebook 7.4
Twitch 7.1
Twitter 7
Tumblr 7
LinkedIn 7
Snapchat 6.6
Google+ 6.2
Tinder 6.2
Rating on a scale of 1 to 10
data
20.0%
19%
18.0%
16.0%
14%
14.0%
13%
Share of social media users
12.0%
11% 11%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Athletes Celebrities YouTubers Popular persons on social Actors
networks
Note: Spain; October 2015; 18-60 years; 348 Respondents; internet users who have seen at least one video of an influencer.
data
25
15
10
0
2015 2016 2017* 2018* 2019* 2020* 2021* 2022*
Note: Spain; July 2017; individuals who use Facebook via any device at least once per month.
data
50.0%
35.0%
Share of Facebook users
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
2015 2016 2017* 2018* 2019* 2020* 2021* 2022*
Note: Spain; July 2017; share of the total population who use Facebook via any device at least once per month.
Chart Title
2016 2017
60.0%
54%
51%
49%
50.0%
47%
43%
42%
40.0%
35%
Share of respondents
34%
29%
30.0% 28%
27%
25%
20.0%
10.0%
0.0%
Italy Spain France Austria United Kingdom Germany
Note: Austria; France; Germany; Italy; Spain; United Kingdom; 2014 and 2015; 18 years and older; varied**; news consumers
data
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 5500
RT en Español 4,766.49
Barça TV 4,707.83
Marca 4,450.49
La Vanguardia 3,181.85
Thousands of fans
data
50.0%
45.0% 43%
42% 42%
41%
40.0%
35.0%
32%
30.0%
Share of users
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
2011 2012 2013 2014 2015**
Note: Spain; 2011 to 2015; 18-60 years; 1,004 respondents*; regular Internet users
data
Madrid 170,302
Barcelona 95,685
Seville 45,400
Valencia 40,599
Malaga 29,687
Granada 19,016
Murcia 18,624
Alicante 16,784
Saragossa 15,980
Valladolid 10,926
Note: Spain; 2016; Twitter users who posted something within 60 days prior to the survey
data
60.0%
54%
50.0%
40.0%
Share of Internet users
30.0%
27%
20.0%
15%
10.0%
4%
0.0%
Active profile Inactive profile Knowledge but never used No knowledge
Note: Spain; October 2015; 18-60 years; 1,004; regular Internet users
Apps
Apps 32
data
450
400 386.51
350
Number of downloads in thousands
300
250 235.92
200
167.99
155.86
150
0
Instagram musical.ly Facebook Snapchat Pinterest Facebook Lite Badoo - Free FindNow LOVOO Followers
Chat & Dating Insight for
App Instagram
data
Messenger 82.97
Facebook 63.48
Pinterest 62.85
Note: Spain; March 2017; iPhone apps only, excluding iPad apps; based on downloads in Spain.
data
0 5 10 15 20 25 30
AdoptaUnTio 17.31
LinkedIn 14.54
Note: Spain; March 2017; iPhone apps only, excluding iPad apps; based on revenue generated in Spain.
References
References 36
Region Spain
Published by Eurostat
Region Spain
Special characteristics individuals who use a social network via any device at
least once per month.
Published by Statista
Region Spain
Special characteristics share of the total population who use a social network
via any device at least once per month.
Published by Statista
Region Spain
Region Spain
Published by Cint
Conducted by TNS
Region Spain
Published by Pfizer
Social networks: frequency of access among Internet users in Spain in 2015, by age
Frequency of access to social media networks among Spanish Internet
users in 2015, by age
Conducted by TNS
Region Spain
Published by Pfizer
Region Spain
Region Spain
Region Spain
Published by Eurostat
Region Spain
Region Spain
Conducted by Eurostat
Region Spain
Published by Eurostat
Region Spain
Region Spain
Special characteristics internet users who have seen at least one video of an
influencer.
Region Spain
Special characteristics individuals who use Facebook via any device at least
once per month.
Published by Statista
Region Spain
Special characteristics share of the total population who use Facebook via
any device at least once per month.
Published by Statista
Conducted by Socialbakers
Published by Socialbakers
Region Spain
Region Spain
Published by PuroMarketing
Region Spain
Region Spain
Region Spain
Region Spain