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The Estudio de redes sociales 2023, by IAB Spain and Elogia is the main reference in social media in Spain.This is the 13th edition of this report, which provides a snapshot of the current state of social networks in Spain. We will analyze andcompare it with the 2022 study in order to better understand theevolution of social network usage and penetration.

The social networks included in the study are:

This year, four social networks were eliminated from the study: BePlus, iVoox, Lapse and Waze. While only one was chosen to be included as a novelty and to be analyzed in this edition: Kiwi, an app for asking questions to other people.

Penetration and profile of social network users in Spain

The study has increased the age range of the survey respondents this year, going from being people aged 12 to 74n years old, as in the previous edition, to being 16 to 70 yearsold. Taking into account the increasingly early access to social networks and technologies in general, it is alogical decision.The total number of Spaniards within that age range is 37.8 million. Of these, 94% are Internet users and 85% are social network users, equivalent to some 30,2 million people.

If we compare this data with those of previous years, we discover that we are on a stable trend that returns to pre-pandemic levels. In 2020 there was an increase in the penetration of social networks derived from the situation of confinement, in which both these technologies and others (eCommerce, for example) were boosted. We should also keep in mind that in 2019 and 2020 the study was conducted on people between 16 and 65 years old, that in 2021 between 16 and 70, in 2022 between 12 and 70 and this year between 12 and 74.

evolucion penetracion rrss espana

As in the previous edition, the use of networks is slightly above average for women (87%), while for men it is below average (83%). And if we segment by age group, users between 18 and 24 continue to have a very high level of penetration (94%). On the other hand, the rest of the age groups show very stable percentages, the lowest being that of users between 55 and 74 years of age (83%).

Facebook is the most popular social network among Spaniards

Facebook is once again crowned as the most spontaneously known social network in Spain with 88% (two points more than in 2022). In addition, the study gives it first place in the category of suggested knowledge still tying with WhatsApp with 92%.

Meanwhile, spontaneous mentions of TikTok continue their excellent evolution (from 13% in 2020, to 29% in 2021 and 36% in 2022), showing an increase of 6 points, the highest of all, and retaining its fourth place with 43% this year.

As for the new addition to this year’s study, the Kiwi social network does not exactly make a triumphant entry into the user’s mind, as it scores 0%.

conocimiento espontaneo redes sociales espana 2023

Spontaneously, users know an average of 3.7 social networks. This is similar to last year’s figure of 3.6.

As we mentioned, users suggest that Facebook and WhatsApp are the most popular. These are followed by Instagram, which rises from 88% to 90%, and YouTube, which drops one point to a not inconsiderable 83%. It is also worth noting the great change that occurs with respect to the video platform when it is posed as an option to respondents, since in the ranking of spontaneous knowledge it is in sixth place with 19%.

TikTok continues to rise in the minds of users, either spontaneously or by suggestion. In this case it increases 7 points (reaching 82%) and steals fifth place from Twitter, although the latter also has 82%.

However, despite this great boost, TikTok is not the social network that has experienced the greatest growth in suggested notoriety. That spot goes to rival BeReal (13%) thanks to its 10-point increase over 2022.

As for Kiwi, when it is mentioned to respondents there is a slight increase in awareness. Suggestively, 1% of users recognize this social network.

Most popular devices and connection hours

The users’ favorite device for connecting to the networks continues to be the cell phone, used by the same percentage of users as in the previous year, 97%. It is closely followed, although losing one point, by the computer (92%). And closing the podium we find the smart TV with 68%.

In terms of connection times, the time slots in which there is a greater confluence and use of devices are between 16:00h and 20:30h, and from 20:30h to 00:30h. Likewise, we can see how during these hours the use of smartphones, smart TVs and smart watches as network connection devices increases considerably compared to the rest of the day.

momentos de conexion a redes por dispositivo espana 2023

Frequency and intensity of use of social networks in Spain

If we look at the frequency of use, WhatsApp and Instagram are also the leaders, being used daily by 95% and 70% of users respectively and maintaining their positions with respect to 2022.

Where we do find a variation this year is in third place, as BeReal (65%) not only makes a stellar appearance in the table (as last year it did not appear), but displaces Facebook (63%) to fourth place. Facebook’s daily usage frequency continues to fall for another year, recalling that in 2020 78% of users logged on to the platform every day, in 2021 it was down to 72% and in 2022 it was 65%.

The dating app Tinder, which was in fifth place in 2022 with 58%, drops to tenth place this year with 36%. For its part, TikTok (62%) moves from sixth to fifth place. But if there is one social network that stands out, showing an increase in its frequency of daily use, it is Telegram (54%), which rises 10 places to seventh position.

In terms of intensity of use, when asked about the amount of time spent on social networks per day, users’ responses resulted in an average of 1 hour and 7 minutes. This time is below that declared in previous editions (1h 10min in 2022, 1h 21min in 2021 and 1h 19min in 2020).

tiempo de uso diario de rrss espana 2023

Why do Spaniards> use social media?

The three main reasons for using the networks remain the same. Eighty percent of users admit to using them for entertainment (3% more than the previous year), 65% use them to interact (3% less) and 54% to get information and understand current affairs.

If we look at the data broken down by age, we find that users aged between 18 and 24 stand out in the majority of uses, but above all we see that they prefer to use the networks to interact (72%), get information and understand current affairs (58%) and get inspired (45%). In the case of users aged 12 to 17, entertainment (89%) is their favorite activity. For those aged 55 to 74, it is interacting (71%).

Image: Depositphotos

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