The average number of social networks used by Spaniards has stagnated : three on average at the end of 2014, compared to 3.1 in 2013 and 2.6 in 2012. Of the 14 million Internet users between the ages of 18 and 55 who use social networks, 96% are on Facebook, 66% use YouTube, and 56% use Twitter. These are some of the data from the VI Study of Social Networks in Spain 2015 presented yesterday by IAB Spain.
Seven trends in social media in Spain revealed by this study1. Facebook, on the decline.
In 2013, Facebook was the second-highest-rated social network, with 7.9 telegram data points, behind only YouTube; in 2014, it fell to fourth place in terms of rating (7.6 points), behind YouTube, Spotify, and Instagram. Furthermore, its ability to attract new users is slowing , growing by only 2%. Despite continuing to be the preferred network for following brands, it has fallen slightly (minus 5 points). Although it remains the network to which the most time is spent per week (4 hours and 31 minutes), the number of minutes spent is also falling .
These are the three networks with the greatest growth in terms of users: 56% are on Twitter (+7 points), 31% on LinkedIn (+9 points), and 28% on Instagram (+8 points). LinkedIn and Instagram's ratings and usage frequency are also increasing , with the latter almost reaching Twitter in weekly usage frequency.
With 35% of social media users, it's the fourth most used social media platform in Spain (behind Facebook, YouTube, and Twitter), but the number of users has dropped 7 points, and its rating has fallen below the average for social media platforms in Spain. Furthermore, it has seen a significant decline in frequency of use and hours spent on it, dropping from 3 hours and 10 minutes per week in 2013 to 2 hours and 34 minutes in 2014.
It grew by 4 points in user numbers, reaching 24% of social media users . It also took second place as the most-rated social network (behind only YouTube) and is the social network (after Facebook) where users spend the most time per week: 3 hours and 45 minutes .