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Social media usage in Spain

Social media usage in Spain

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

User Demographics & Behavior


12 Spain: frequency of users accessing social networks 2015, by gender
13 Social networks: frequency of access among Internet users in Spain in 2015, by age
14 Average daily social media use in selected European countries 2017
15 Minutes a week spent on visiting social networks in Spain 2017
16 Activities done frequently on social networks by users in Spain 2016
17 Professional social network penetration in Spain 2011-2015
18 Social media: share of companies with a presence in Spain 2014-2016, by type
19 Use of social media: share of companies in Spain Q1 2016, by region
20 Uploading self-created content to the internet in Spain 2008-2016
21 Ratings of social networks by users in Spain 2017
22 Most popular influencers on social networks in Spain in 2015, by type

Facebook & other networks


24 Forecast of Facebook user numbers in Spain 2015-2022
25 Forecast of the Facebook user penetration rate in Spain 2015-2022
26 Facebook usage for news in selected European countries 2016-2017
27 Top ten media pages on Facebook in Spain 2017, by number of fans
28 Internet users with an active Twitter account in Spain 2011-2015
29 Spanish cities with more active users on Twitter in 2016
30 Instagram: awareness and usage in Spain in 2015

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

Social network penetration in Spain 2011-2017


Share of individuals in Spain participating in social networks from 2011 to
2017

Chart Title

All individuals Individuals who used the internet in the last 3 months

80.0%

70.0% 67% 67% 68%


64% 65%

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

Note: Spain; 2011 to 2017; 18-64 years

Further information regarding this statistic can be found on page 36.

Source: Eurostat ID 384390


Overview 7

Forecast of social network user numbers in Spain 2015-2022


Forecast of social network user numbers in Spain from 2015 to 2022 (in
million users)

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.

Further information regarding this statistic can be found on page 37.

Source: Statista (Digital Market Outlook); Statista DMO ID 569077


Overview 8

Forecast of the social network user penetration rate in Spain 2015-2022


Forecast of the social network user penetration rate in Spain from 2015 to
2022

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.

Further information regarding this statistic can be found on page 38.

Source: Statista (Digital Market Outlook); Statista DMO ID 567411


Overview 9

Digital Market Outlook: social media ad revenue in Spain 2016-2022, by device


Social media advertising revenue in Spain from 2015 to 2021, by device
(in million U.S. dollars)

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*

Note: Spain; 2016

Further information regarding this statistic can be found on page 39.

Source: Statista (Digital Market Outlook) ID 457487


Overview 10

Distribution of social media used in Spain 2016-2017


Which social media do you use?

Chart Title

2017 2016

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%


27.07%
Facebook 28.79%

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

Note: Spain; 2015 to 2017; 18 years and older; 77,959 respondents*

Further information regarding this statistic can be found on page 40.

Source: Cint ID 570079


Social media usage in Spain

User Demographics & Behavior


User Demographics & Behavior 12

Spain: frequency of users accessing social networks 2015, by gender


Frequency of internet users accessing social networks in Spain in 2015,
by gender

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%

10.0% 8.4% 8.4%


7% 6.8% 6.8%
5%
5.0%

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

Note: Spain; April 16-May 4, 2015; 18 years and older

Further information regarding this statistic can be found on page 41.

Source: Pfizer ID 471466


User Demographics & Behavior 13

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

18-30 31-44 45-64 65 and older

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

Further information regarding this statistic can be found on page 42.

Source: Pfizer ID 471689


User Demographics & Behavior 14

Average daily social media use in selected European countries 2017


Average daily social media use via any device in selected European
countries in 2017 (in minutes)

data

0 20 40 60 80 100 120 140 160

Russian Federation 139

Portugal 130

Italy 113

United Kingdom 114

Poland 102

Ireland 87

Sweden 116

Spain 98

Belgium 93

France 82

Netherlands 80

Germany 94

Average daily use in minutes

Note: Belgium; France; Germany; Ireland; Italy; Netherlands; Poland; Portugal; Russia; Spain; Sweden; United Kingdom; 2017; 16-64 years; internet users.

Further information regarding this statistic can be found on page 43.

Source: We Are Social; Hootsuite ID 719966


User Demographics & Behavior 15

Minutes a week spent on visiting social networks in Spain 2017


How many hours a week, approximately, do you spend on visiting social
networks? (in minutes per week)

data

0 50 100 150 200 250 300 350

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

Minutes a week spent on social networks

Note: Spain; March 2017; 16-65 years; 1,248*

Further information regarding this statistic can be found on page 44.

Source: IAB Spain ID 420834


User Demographics & Behavior 16

Activities done frequently on social networks by users in Spain 2016


Ranking of frequently carried out activities on social networks by users in
Spain in 2016

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Chat/send messages 79%

Watch videos, listen to music 57%

See what contacts are doing 48%

Publish content 36%

Follow influences 36%

Professional purposes/study 31%

Commenting current affairs 29%

Online games 26% Activities on social n


Follow brands 23%

Get to know people 23%

Take part in competitions 23%

Talk about products I have bought/would like to buy 19%

Buy/sell to contacts 16%

Ineract with others near me (geolocalization) 14%

Contact a brand's customer service 14%


Share of respondents

Note: Spain; February 2016; 16-55 years; 887 Respondents; online panel members at consupermiso.com who used social networks

Further information regarding this statistic can be found on page 45.

Source: IAB Spain ID 420869


User Demographics & Behavior 17

Professional social network penetration in Spain 2011-2015


Share of individuals in Spain participating in professional networks
online from 2011 to 2015

Chart Title

All individuals Individuals who used Internet in the last 3 months

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

Note: Spain; 2011 to 2015

Further information regarding this statistic can be found on page 46.

Source: Eurostat ID 384649


User Demographics & Behavior 18

Social media: share of companies with a presence in Spain 2014-2016, by type


Share of companies using social media in Spain from Q1 2014 to Q1 2016,
by type

Chart Title

Q1 2014 Q1 2015 Q1 2016

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...)

Note: Spain; 2014 to 2016

Further information regarding this statistic can be found on page 47.

Source: INE (Spain) ID 452492


User Demographics & Behavior 19

Use of social media: share of companies in Spain Q1 2016, by region


Share of companies using social media in Spain in Q1 2016, by region

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*

Note: Spain; Q1 2016

Further information regarding this statistic can be found on page 48.

Source: INE (Spain) ID 452542


User Demographics & Behavior 20

Uploading self-created content to the internet in Spain 2008-2016


Share of individuals who upload self-created content to any website to be
shared in Spain from 2008 to 2016

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

Note: Spain; 2008 to 2016

Further information regarding this statistic can be found on page 49.

Source: Eurostat ID 384857


User Demographics & Behavior 21

Ratings of social networks by users in Spain 2017


What is your level of satisfaction with the social networks and content
portals which you use (on a scale of 1 -lowest to 10 -highest)?

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

Note: Spain; March 2016; 16-65 years

Further information regarding this statistic can be found on page 50.

Source: IAB Spain ID 420814


User Demographics & Behavior 22

Most popular influencers on social networks in Spain in 2015, by type


Ranking of the most popular influencers on social networks in Spain in
2015, by type of influencer

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.

Further information regarding this statistic can be found on page 51.

Source: Arena Media; The Cocktail Analysis ID 675633


Social media usage in Spain

Facebook & other networks


Facebook & other networks 24

Forecast of Facebook user numbers in Spain 2015-2022


Forecast of Facebook user numbers in Spain from 2015 to 2022 (in million
users)

data

25

20.35 20.46 20.54


19.94 20.18
19.62
20 19.21
18.67
Number of Facebook users in millions

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.

Further information regarding this statistic can be found on page 52.

Source: Statista (Digital Market Outlook); Statista DMO ID 568845


Facebook & other networks 25

Forecast of the Facebook user penetration rate in Spain 2015-2022


Forecast of the Facebook user penetration rate in Spain from 2015 to
2022

data

50.0%

43.9% 44.19% 44.41%


45.0% 42.97% 43.5%
42.27%
41.37%
40.21%
40.0%

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.

Further information regarding this statistic can be found on page 53.

Source: Statista (Digital Market Outlook); Statista DMO ID 567167


Facebook & other networks 26

Facebook usage for news in selected European countries 2016-2017


Share of news consumers who used Facebook for news in European
countries in 2016 and 2017*

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

Further information regarding this statistic can be found on page 54.

Source: Reuters Institute for the Study of Journalism ID 298038


Facebook & other networks 27

Top ten media pages on Facebook in Spain 2017, by number of fans


Top ten leading media Facebook pages in Spain as of August 2017, by
number of fans (in 1,000s)

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

Cartoon Network Spain 4,431.29

Muy Interesante 4,313.13

Revista Hola 4,065.11

Mundo Deportivo 3,445.84

Yahoo en español 3,343.2

La Vanguardia 3,181.85

Discovery en español 2,874.76

Thousands of fans

Note: Europe; Spain; February 7, 2017

Further information regarding this statistic can be found on page 55.

Source: Socialbakers ID 750046


Facebook & other networks 28

Internet users with an active Twitter account in Spain 2011-2015


Share of regular internet users with an active Twitter account in Spain
from 2011 to 2015

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

Further information regarding this statistic can be found on page 56.

Source: Arena Media; The Cocktail Analysis ID 639911


Facebook & other networks 29

Spanish cities with more active users on Twitter in 2016


10 leading cities with the highest number of Twitter active users in Spain
in 2016*

data

0 20000 40000 60000 80000 100000 120000 140000 160000 180000

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

Number of active users

Note: Spain; 2016; Twitter users who posted something within 60 days prior to the survey

Further information regarding this statistic can be found on page 57.

Source: The Social Media Family ID 750074


Facebook & other networks 30

Instagram: awareness and usage in Spain in 2015


Share of Internet users who used or were aware of the existence of
Instagram in Spain in 2015

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

Further information regarding this statistic can be found on page 58.

Source: Arena Media; The Cocktail Analysis ID 639865


Social media usage in Spain

Apps
Apps 32

Leading social media apps in Google Play in Spain 2018, by downloads


Leading mobile social media apps in the Google Play Store in Spain in
April 2018, by number of downloads (in 1,000s)

data

450

400 386.51

350
Number of downloads in thousands

300

250 235.92

200
167.99
155.86
150

100 85.25 80.1


66.56 62.87
50.72 46.96
50

0
Instagram musical.ly Facebook Snapchat Pinterest Facebook Lite Badoo - Free FindNow LOVOO Followers
Chat & Dating Insight for
App Instagram

Note: Spain; April 2018; based on downloads to devices in Spain.

Further information regarding this statistic can be found on page 59.

Source: Priori Data ID 690641


Apps 33

Leading iPhone social networking apps in Spain 2017, by downloads


Leading social networking app titles in the Apple App Store in Spain in
March 2017, by number of downloads (in thousands)

data

0 20 40 60 80 100 120 140 160 180

WhatsApp Messenger 159.71

Messenger 82.97

Facebook 63.48

Pinterest 62.85

21 Buttons - Social Fashion 50.66

Skype para iPhone 37.21

MLock: contraseña de mensaje y nube 33.05

Telegram Messenger 26.8

Social Interaction 26.38

Social Mania - Tu controlador de cuentas sociales 20.13

Number of downloads in thousands

Note: Spain; March 2017; iPhone apps only, excluding iPad apps; based on downloads in Spain.

Further information regarding this statistic can be found on page 60.

Source: Priori Data ID 700109


Apps 34

Leading iPhone social networking apps in Spain 2017, by revenue


Leading social networking app titles in the Apple App Store in Spain in
March 2017, by revenue (in thousand U.S. dollars)

data

0 5 10 15 20 25 30

Badoo - Haz nuevos amigos. chatea y diviértete 26.89

LOVOO - Chat, Ligue y Solteros 21.3

AdoptaUnTio 17.31

Skype para iPhone 16.22

LinkedIn 14.54

Grindr - Red social para chicos gay y mismo sexo 11.62

Social Picket - Tu controlador de cuentas sociales 10.11

Social Interaction 9.71

Social Mania - Tu controlador de cuentas sociales 9.53

eDarling - La App para solteros exigentes 8.45

Revenue in thousand U.S. dollars

Note: Spain; March 2017; iPhone apps only, excluding iPad apps; based on revenue generated in Spain.

Further information regarding this statistic can be found on page 61.

Source: Priori Data ID 700224


Social media usage in Spain

References
References 36

Social network penetration in Spain 2011-2017


Share of individuals in Spain participating in social networks from 2011 to
2017

Source and methodology information Notes:


The aim of the European ICT surveys is the timely provision of statistics on
individuals and households on the use of Information and Communication
Source Eurostat Technologies at European level. Data coverage corresponds to code
isoc_ci_ac_i of the ICT (Information and Communication Technologies)
survey.
Conducted by Eurostat

Survey period 2011 to 2017

Region Spain

Number of respondents n.a.

Age group 18-64 years

Special characteristics creating user profile, posting messages or other


contributions to Facebook, Twitter, etc.

Published by Eurostat

Publication date December 2017

Original source eurostat.ec.europa.eu

Website URL visit the website


References 37

Forecast of social network user numbers in Spain 2015-2022


Forecast of social network user numbers in Spain from 2015 to 2022 (in
million users)

Source and methodology information Notes:


* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook); Statista DMO relevant primary data and third-party data analysis. See our Methodology
section for more details.

Conducted by Statista DMO

Survey period July 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics individuals who use a social network via any device at
least once per month.

Published by Statista

Publication date July 2017

Original source Digital Market Outlook

Website URL visit the website


References 38

Forecast of the social network user penetration rate in Spain 2015-2022


Forecast of the social network user penetration rate in Spain from 2015 to
2022

Source and methodology information Notes:


* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook); Statista DMO relevant primary data and third-party data analysis. See our Methodology
section for more details.

Conducted by Statista DMO

Survey period July 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics share of the total population who use a social network
via any device at least once per month.

Published by Statista

Publication date July 2017

Original source Digital Market Outlook

Website URL visit the website


References 39

Digital Market Outlook: social media ad revenue in Spain 2016-2022, by device


Social media advertising revenue in Spain from 2015 to 2021, by device
(in million U.S. dollars)

Source and methodology information Notes:


* Estimate. Social advertising includes all ad spending generated by online
social networks such as Facebook, Twitter or LinkedIn. This does not include
Source Statista (Digital Market Outlook) revenue generated from membership-subscriptions or premium fees. All
figures refer to net values. Further information on methodology can be found
here.
Conducted by Statista

Survey period 2016

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista (Digital Market Outlook)

Publication date December 2017

Original source Digital Market Outlook

Website URL visit the website


References 40

Distribution of social media used in Spain 2016-2017


Which social media do you use?

Source and methodology information Notes:


* Number of respondents interviewed corresponds to year 2017. In 2016,
34,946 respondents were interviewed.
Source Cint

Conducted by Cint (Cint Insight Exchange)

Survey period 2015 to 2017

Region Spain

Number of respondents 77,959 respondents*

Age group 18 years and older

Special characteristics n.a.

Published by Cint

Publication date May 2016

Original source Cint opinion

Website URL visit the website


References 41

Spain: frequency of users accessing social networks 2015, by gender


Frequency of internet users accessing social networks in Spain in 2015,
by gender

Source and methodology information Notes:


The question was phrased as follows: '¿Con qué frecuencia acostumbra Ud.
a usar redes sociales de Internet, como Facebook, Twitter, Google Plus,
Source Pfizer Linkedln, etc?'

Conducted by TNS

Survey period April 16-May 4, 2015

Region Spain

Number of respondents n.a.

Age group 18 years and older

Special characteristics n.a.

Published by Pfizer

Publication date June 2015

Original source Estudio sobre balance vital y relaciones


intergeneracionales en España, page 69

Website URL visit the website


References 42

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

Source and methodology information Notes:


The question was phrased by the source as follows: '¿Con qué frecuencia
acostumbra Ud. a usar redes sociales de Internet, como Facebook, Twitter,
Source Pfizer Google Plus, Linkedln,, etc?'

Conducted by TNS

Survey period April 16 to May 4, 2015

Region Spain

Number of respondents 1654

Age group 18 years and older

Special characteristics n.a.

Published by Pfizer

Publication date June 2015

Original source Estudio sobre balance vital y relaciones


intergeneracionales en España. page 69

Website URL visit the website


References 43

Average daily social media use in selected European countries 2017


Average daily social media use via any device in selected European
countries in 2017 (in minutes)

Source and methodology information Notes:


* The figures were collected from the following reports published by We Are
Social: Digital in 2017: Eastern Europe, Digital in 2017: Western Europe,
Source We Are Social; Hootsuite Digital in 2017: Northern Europe, Digital in 2017: Southern Europe. The
source provides the following information: Figures represent respondents' self
-reported activity. Primary source: GlobalWebIndex, 2017. Averages also
Conducted by GlobalWebIndex factor non-users.

Survey period 2017

Region Belgium; France; Germany; Ireland; Italy; Netherlands;


Poland; Portugal; Russia; Spain; Sweden; United
Kingdom

Number of respondents n.a.

Age group 16-64 years

Special characteristics internet users.

Published by We Are Social; Hootsuite

Publication date January 2018

Original source Digital in 2018*

Website URL visit the website


References 44

Minutes a week spent on visiting social networks in Spain 2017


How many hours a week, approximately, do you spend on visiting social
networks? (in minutes per week)

Source and methodology information Notes:


During the survey, this question was posed as follows: Aproximadamente,
¿cuántas horas a la semana dedicas a visitarlas? * Survey respondents who
Source IAB Spain were social network users.

Conducted by IAB Spain

Survey period March 2017

Region Spain

Number of respondents 1,248*

Age group 16-65 years

Special characteristics n.a.

Published by IAB Spain

Publication date April 2017

Original source VI Estudio Anual de Redes Sociales, page 28

Website URL visit the website


References 45

Activities done frequently on social networks by users in Spain 2016


Ranking of frequently carried out activities on social networks by users in
Spain in 2016

Source and methodology information Notes:


During the survey, this question was posed as follows: ¿con qué frecuencia
realizas estas actividades en redes sociales o portales de contenidos 2.0?
Source IAB Spain

Conducted by IAB Spain

Survey period February 2016

Region Spain

Number of respondents 887

Age group 16-55 years

Special characteristics online panel members at consupermiso.com who used


social networks

Published by IAB Spain

Publication date April 2016

Original source VI Estudio Anual de Redes Sociales, page 18

Website URL visit the website


References 46

Professional social network penetration in Spain 2011-2015


Share of individuals in Spain participating in professional networks
online from 2011 to 2015

Source and methodology information Notes:


The aim of the European ICT surveys is the timely provision of statistics on
individuals and households on the use of Information and Communication
Source Eurostat Technologies at European level. Data coverage corresponds to code
isoc_ci_ac_i of the ICT (Information and Communication Technologies)
survey.
Conducted by Eurostat

Survey period 2011 to 2015

Region Spain

Number of respondents n.a.

Age group 18-64 years

Special characteristics creating user profile, posting messages or other


contributions to LinkedIn, Xing, etc.

Published by Eurostat

Publication date December 2016

Original source appsso.eurostat.ec.europa.eu

Website URL visit the website


References 47

Social media: share of companies with a presence in Spain 2014-2016, by type


Share of companies using social media in Spain from Q1 2014 to Q1 2016,
by type

Source and methodology information Notes:


* Data includes companies with at least 10 employees and with any type of
internet connection.
Source INE (Spain)

Conducted by INE (Spain)

Survey period 2014 to 2016

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by INE (Spain)

Publication date June 2016

Original source Survey on ICT and Electronic Commerce Use in


Enterprises, page 4

Website URL visit the website


References 48

Use of social media: share of companies in Spain Q1 2016, by region


Share of companies using social media in Spain in Q1 2016, by region

Source and methodology information Notes:


* Data includes companies with 10 employees or more and an internet
connection.
Source INE (Spain)

Conducted by INE (Spain)

Survey period Q1 2016

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by INE (Spain)

Publication date June 2016

Original source ine.es

Website URL visit the website


References 49

Uploading self-created content to the internet in Spain 2008-2016


Share of individuals who upload self-created content to any website to be
shared in Spain from 2008 to 2016

Source and methodology information Notes:


The source did not provide data for 2011 and 2013.
Source Eurostat

Conducted by Eurostat

Survey period 2008 to 2016

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Eurostat

Publication date December 2016

Original source appsso.eurostat.ec.europa.eu

Website URL visit the website


References 50

Ratings of social networks by users in Spain 2017


What is your level of satisfaction with the social networks and content
portals which you use (on a scale of 1 -lowest to 10 -highest)?

Source and methodology information Notes:


During the survey, this question was posed as follows: En una escala de 1ª a
10, en donde 1 es el mínimo y 10 el máximo, ¿cuál es tu nivel de satisfacción
Source IAB Spain con las redes sociales o portales de contenidos 2,0 que utilizas?

Conducted by IAB Spain

Survey period March 2016

Region Spain

Number of respondents 1,248

Age group 16-65 years

Special characteristics n.a.

Published by IAB Spain

Publication date April 2017

Original source VI Estudio Anual de Redes Sociales, page 28

Website URL visit the website


References 51

Most popular influencers on social networks in Spain in 2015, by type


Ranking of the most popular influencers on social networks in Spain in
2015, by type of influencer

Source and methodology information Notes:


n.a.
Source Arena Media; The Cocktail Analysis

Conducted by Arena Media; The Cocktail Analysis

Survey period October 2015

Region Spain

Number of respondents 348

Age group 18-60 years

Special characteristics internet users who have seen at least one video of an
influencer.

Published by Arena Media; The Cocktail Analysis

Publication date December 2015

Original source VII Ola del Observatorio de Redes Sociales, page 56

Website URL visit the website


References 52

Forecast of Facebook user numbers in Spain 2015-2022


Forecast of Facebook user numbers in Spain from 2015 to 2022 (in million
users)

Source and methodology information Notes:


* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook); Statista DMO relevant primary data and third-party data analysis. See our Methodology
section for more details. User numbers also include not identified "duplicate"
accounts (individuals who maintain more than one or more accounts in
Conducted by Statista DMO addition to their principle account) and not identified "false" accounts (e.g.
spamming accounts).

Survey period July 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics individuals who use Facebook via any device at least
once per month.

Published by Statista

Publication date July 2017

Original source Digital Market Outlook

Website URL visit the website


References 53

Forecast of the Facebook user penetration rate in Spain 2015-2022


Forecast of the Facebook user penetration rate in Spain from 2015 to
2022

Source and methodology information Notes:


* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook); Statista DMO relevant primary data and third-party data analysis. See our Methodology
section for more details. User numbers are based on total population (which
counts all residents regardless of legal status, citizenship or age). User
Conducted by Statista DMO numbers also include not identified "duplicate" accounts (individuals who
maintain more than one or more accounts in addition to their principle
account) and not identified "false" accounts (e.g. spamming accounts).
Survey period July 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics share of the total population who use Facebook via
any device at least once per month.

Published by Statista

Publication date July 2017

Original source Digital Market Outlook

Website URL visit the website


References 54

Facebook usage for news in selected European countries 2016-2017


Share of news consumers who used Facebook for news in European
countries in 2016 and 2017*

Source and methodology information Notes:


* This question was phrased by the source as follows: "Which, if any, of the
following have you used for finding, reading, watching, sharing or discussing
Source Reuters Institute for the Study of Journalism news in the last week? Please select all that apply." ** n (UK 2017) = 2,112, n
(France 2017) = 2,000, n (Italy 2017) = 2.011, n (Germany 2017) = 2,062 , n
(Spain 2017) = 2,006, n (Austria 2017) = 2,000. In 2016, total sample in each
Conducted by YouGov country.

Survey period 2014 and 2015

Region Austria; France; Germany; Italy; Spain; United


Kingdom

Number of respondents varied**

Age group 18 years and older

Special characteristics news consumers

Published by Reuters Institute for the Study of Journalism

Publication date June 2017

Original source Digital News Report 2017

Website URL visit the website


References 55

Top ten media pages on Facebook in Spain 2017, by number of fans


Top ten leading media Facebook pages in Spain as of August 2017, by
number of fans (in 1,000s)

Source and methodology information Notes:


n.a.
Source Socialbakers

Conducted by Socialbakers

Survey period February 7, 2017

Region Europe; Spain

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Socialbakers

Publication date August 2017

Original source socialbakers.com

Website URL visit the website


References 56

Internet users with an active Twitter account in Spain 2011-2015


Share of regular internet users with an active Twitter account in Spain
from 2011 to 2015

Source and methodology information Notes:


* The total sample changes depending on the year in which the study was
carried out. 2015=1,004 2014=1,200 2013=1,557 2012=1,557 2011=1,304 **
Source Arena Media; The Cocktail Analysis Prior data is available in previous publications of the same study.

Conducted by Arena Media; The Cocktail Analysis

Survey period 2011 to 2015

Region Spain

Number of respondents 1,004 respondents*

Age group 18-60 years

Special characteristics regular Internet users

Published by Arena Media; The Cocktail Analysis

Publication date December 2015

Original source VII Ola del Observatorio de Redes Sociales, page.10

Website URL visit the website


References 57

Spanish cities with more active users on Twitter in 2016


10 leading cities with the highest number of Twitter active users in Spain
in 2016*

Source and methodology information Notes:


The Social Media Family used the 50 most populous cities in Spain as a
reference in order to identify the profile of the urban user of social media. *
Source The Social Media Family Data as of December 31, 2016.

Conducted by The Social Media Family

Survey period 2016

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics Twitter users who posted something within 60 days


prior to the survey

Published by PuroMarketing

Publication date March 2017

Original source III Estudio sobre los usuarios de Facebook, Twitter e


Instagram en España, page 18

Website URL visit the website


References 58

Instagram: awareness and usage in Spain in 2015


Share of Internet users who used or were aware of the existence of
Instagram in Spain in 2015

Source and methodology information Notes:


n.a.
Source Arena Media; The Cocktail Analysis

Conducted by Arena Media; The Cocktail Analysis

Survey period October 2015

Region Spain

Number of respondents 1,004

Age group 18-60 years

Special characteristics regular Internet users

Published by Arena Media; The Cocktail Analysis

Publication date December 2015

Original source VII Ola del Observatorio de Redes Sociales, page. 4

Website URL visit the website


References 59

Leading social media apps in Google Play in Spain 2018, by downloads


Leading mobile social media apps in the Google Play Store in Spain in
April 2018, by number of downloads (in 1,000s)

Source and methodology information Notes:


Figures were rounded.
Source Priori Data

Conducted by Priori Data

Survey period April 2018

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics based on downloads to devices in Spain.

Published by Priori Data

Publication date April 2018

Original source prioridata.com

Website URL visit the website


References 60

Leading iPhone social networking apps in Spain 2017, by downloads


Leading social networking app titles in the Apple App Store in Spain in
March 2017, by number of downloads (in thousands)

Source and methodology information Notes:


Figures were rounded.
Source Priori Data

Conducted by Priori Data

Survey period March 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics iPhone apps only, excluding iPad apps; based on


downloads in Spain.

Published by Priori Data

Publication date April 2017

Original source prioridata.com

Website URL visit the website


References 61

Leading iPhone social networking apps in Spain 2017, by revenue


Leading social networking app titles in the Apple App Store in Spain in
March 2017, by revenue (in thousand U.S. dollars)

Source and methodology information Notes:


Figures were rounded.
Source Priori Data

Conducted by Priori Data

Survey period March 2017

Region Spain

Number of respondents n.a.

Age group n.a.

Special characteristics iPhone apps only, excluding iPad apps; based on


revenue generated in Spain.

Published by Priori Data

Publication date April 2017

Original source prioridata.com

Website URL visit the website