In the VIII edition of the Study on the Use of Social Media in Spain, a report has been presented, examining the behavior of users on Facebook, Twitter, Instagram, LinkedIn, WhatsApp, and TikTok in Spain. The report analyzes sociodemographic factors such as gender, marital status, age, level of education, and city of origin.
This study reveals the profiles of these users in the 50 largest cities in Spain with the aim of understanding which social media platforms are most commonly used and the behavior of the users.
Social Media Platforms Most Used in Spain
For the first time, Instagram has surpassed Facebook in the number of users. The giant from Meta has dropped to 22 million users, returning to the levels of 2015. Instagram has taken the lead, growing to 24 million profiles in the past year.
Twitter has gained 100,000 users compared to 2020, beginning an upward trend on this platform. LinkedIn, on the other hand, has 15 million profiles in Spain, experiencing exponential growth.
YouTube remains one of the most consumed social media platforms in Spain, with an average of 38 minutes per day per viewer. 72% of the Spanish population uses YouTube, primarily through mobile devices, and enjoys the wide variety of content offered by this platform.
For the first time, WhatsApp has established itself as the most widely used social media platform, with nearly 36 million users, accounting for 75% of the population. TikTok has increased its number of users in Spain, with 19 million users, making it one of the social media platforms with a strong presence among young people.
If you are curious about which social media platform is most used in each location, we can reveal that:
- In Granada, Facebook, Instagram, WhatsApp, and Twitter are the most widely used.
- LinkedIn is more commonly used in Tarragona.
- In Barcelona, TikTok is the most popular.
But what’s even more surprising is where social media platforms are less frequently used:
- In Móstoles, Facebook is hardly used.
- Tarrasa treats Twitter as a well-kept secret.
- In Fuenlabrada, Instagram and Twitter don’t get along.
- Hospitalet de Llobregat seems to have forgotten about LinkedIn.
- A Coruña isn’t dancing to the TikTok beat.
- And Salamanca isn’t convinced by WhatsApp.
Are you surprised by these findings? Don’t forget to discover which are the ideal social media platforms for researchers.
