Post by nurnobisorker13 on Oct 26, 2024 5:22:35 GMT -5
IAB Spain has presented the twelfth edition of its Social Media Study in collaboration with Elogia and sponsored by PredActive. A study that provides us with interesting data to take into account when planning our digital strategy and reaching our target audience with the right message.
A few months ago, we analysed the use of social networks at a global level with the help of We Are Social and Hootsuite, and IAB provides us with a more detailed overview of the Spanish market. Among other topics, this study analyses the penetration of social networks, the profile of users and the link with brands.
Among other data, it stands out that Tik Tok increases its use from 16% to 25% this year, Facebook continues to decline, WhatsApp continues to be the preferred network since 2017 and Instagram is where influencers are followed the most .
Social media penetration
85% of Internet users between 16 and 70 years bulk telegram blast old use social networks, that is, almost 27 million users. The average age of these users is 40 years old.
Those who use social networks
Network user profile
The most used networks in the last month are WhatsApp, Facebook and YouTube, although Facebook , which was already declining in 2019, continues to see its penetration drop. On the other hand, Instagram, Telegram, TikTok, Pinterest and Twitch are growing significantly, especially TikTok.
Most used networks in the last month
This use of social media varies according to age. Generation Z uses social media more (and social media penetration among these users has already reached 92%).
Facebook and LinkedIn are more popular among Millennials. Instagram, Twitter, Spotify, TikTok and Twitch have a younger profile (which doesn’t mean they can’t be relevant to our digital strategy if our audience is more mature). Most used social networks
Importance of mobile
Mobile phones are still the main device for connecting to social networks, although this year the growth of Smart TV is notable.
Using mobile phones to browse social networks.
Mobile usage is an important aspect to take into account when planning our campaigns and optimizing our creatives. In addition, if you have not yet optimized your website for mobile , you may lose a large part of the users who reach it from the links you share or promote on your social networks.
Relationship between users and brands
48% of users follow brands on social media. Year after year, we see how this figure is decreasing: in 2020 it was 52%, in 2019 it was 72% and in 2018 it was 81%. The most followed sectors are entertainment, sports and tourism. The main interests of users regarding brands on social media are customer service and technical support.
In any case, almost 50% of users research on social media before making a purchase, especially on Instagram. And 50% say that social media has influenced their purchase.
research-networks-ecommerce
Influence of social networks when buying online
The influencers
48 % of social media users follow influencers , although penetration has decreased by 8 points this year. Instagram remains the network where influencers are followed the most and one of the few networks where this following is growing, along with Tik Tok.
A few months ago, we analysed the use of social networks at a global level with the help of We Are Social and Hootsuite, and IAB provides us with a more detailed overview of the Spanish market. Among other topics, this study analyses the penetration of social networks, the profile of users and the link with brands.
Among other data, it stands out that Tik Tok increases its use from 16% to 25% this year, Facebook continues to decline, WhatsApp continues to be the preferred network since 2017 and Instagram is where influencers are followed the most .
Social media penetration
85% of Internet users between 16 and 70 years bulk telegram blast old use social networks, that is, almost 27 million users. The average age of these users is 40 years old.
Those who use social networks
Network user profile
The most used networks in the last month are WhatsApp, Facebook and YouTube, although Facebook , which was already declining in 2019, continues to see its penetration drop. On the other hand, Instagram, Telegram, TikTok, Pinterest and Twitch are growing significantly, especially TikTok.
Most used networks in the last month
This use of social media varies according to age. Generation Z uses social media more (and social media penetration among these users has already reached 92%).
Facebook and LinkedIn are more popular among Millennials. Instagram, Twitter, Spotify, TikTok and Twitch have a younger profile (which doesn’t mean they can’t be relevant to our digital strategy if our audience is more mature). Most used social networks
Importance of mobile
Mobile phones are still the main device for connecting to social networks, although this year the growth of Smart TV is notable.
Using mobile phones to browse social networks.
Mobile usage is an important aspect to take into account when planning our campaigns and optimizing our creatives. In addition, if you have not yet optimized your website for mobile , you may lose a large part of the users who reach it from the links you share or promote on your social networks.
Relationship between users and brands
48% of users follow brands on social media. Year after year, we see how this figure is decreasing: in 2020 it was 52%, in 2019 it was 72% and in 2018 it was 81%. The most followed sectors are entertainment, sports and tourism. The main interests of users regarding brands on social media are customer service and technical support.
In any case, almost 50% of users research on social media before making a purchase, especially on Instagram. And 50% say that social media has influenced their purchase.
research-networks-ecommerce
Influence of social networks when buying online
The influencers
48 % of social media users follow influencers , although penetration has decreased by 8 points this year. Instagram remains the network where influencers are followed the most and one of the few networks where this following is growing, along with Tik Tok.