How social networks have grown in Spain in the last year

Social Networking apps

IAB Spain has presented the 2022 version of its report “Social Networking Study“a classic in the Social Media sector, which analyzes the evolution of the use of social networks in Spain over the past year.

Social networks have a 93% penetration in the 18-24 age group

This is a report presented every year since 2009 and for the first time includes minors between 12 and 17 years old in its analysis. The data analyzed show a penetration of social networks of 88% for age groups between 12 and 70 years (a total of 28 million people), with a presence of 93% for users between 18 and 24 years of age.

The social networks and digital platforms with the highest usage in Spain are, according to their highest usage:






In terms of those with the highest growth, Instagram (66%) and TikTok (25%) stand out. In the case of the latter, the growth is especially due to the age range (12 to 17 years old), which makes it surpass in preference to another social network such as Twitter, with less pull among the youngest.

Half of the users follow at least one influencer on social networks, and almost a third (32 %) also follow social profiles of brands. There are 20% of users for whom social networks are a purchasing channel and up to 43% recognize that they are influenced by comments on social networks to make a final decision on their purchases.

This supports the decision of digital industry professionals to employ Facebook and Instagram as the two main social networks where to target their advertising campaigns.

By devices, smartphone use continues to be the priority, followed by PC and Smart TV. By time of use social networks where users stay longer are:









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