86% of Spanish Internet users (30.5 million) use social media, according to the ‘Social Media Study 2024’ by IAB Spain

By Editorial Staff with No comments Digital MarketingSocial networks
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IAB Spain , the advertising, marketing and digital communication association in Spain, presented today, Wednesday, May 22, the XV Edition of its Social Media Study 2024 , sponsored by Epsilon Technologies and prepared in collaboration with Elogia .

The Study, presented annually since 2009 and already a reference in the sector, analyses the evolution of the penetration of Social Networks, the profile of users, the level of advertising saturation, the link with brands, among other aspects, whose main conclusions are detailed below.

As reported by IAB Spain and Epsilon

Technologies in a press release, the study concludes that 86% of Spanish Internet buy telemarketing lead users aged 12 to 74 use Social Networks, which represents 30.5 million people in Spain. “Therefore, penetration remains stable. There is greater penetration among women (89% women vs. 83% men) and especially among young people aged 18 to 24 (94%) and adults aged 35 to 44 (91%).”

Furthermore, “the Study reveals that only 8% of Internet users who are not users of Social Networks declare that they intend to register on one during the next year, and that the main barrier to not using any social network is lack of interest.”

More conclusions from the IAB Spain 2024 Social Media Study

Knowledge, use and assessment
The IAB Spain 2024 Social Media Study also concludes that WhatsApp is clarity and simplicity avoid unnecessary jargon or growing and remains the social network with the most users, followed by YouTube, Instagram and Facebook, the latter falling from second to fourth place. YouTube and TikTok (which went from eighth to fifth place in one year) are other networks that are growing in users compared to 2023.

In addition, WhatsApp, YouTube and TikTok are the Social Networks that betting email list have grown the most compared to 2023: they have increased their spontaneous awareness (+8pp, +4pp and +3pp respectively) and their suggested awareness (+4pp, +6pp and +2pp, respectively). It is worth noting that WhatsApp, YouTube, Spotify and TikTok continue to be the Social Networks most valued by their users.