Data on the use of social networks in Spain [2021]

More than 37 million Spaniards are active users of social networks and connect to them at least once a month. This means that, of the 46.75 million inhabitants that the country has, more than 80% already use social networks regularly.

The number of social media users in Spain has grown by 27% in the last year

The growth in the last year has been spectacular, as reflected in the data for Spain, which was released this morning and is part of the 2021 Digital Report prepared by Hootsuite and We Are Social.

As detailed in this study, one of the most complete of how many are currently prepared, in the last 12 months, more than 8 million Spaniards have started using social networks. This represents a growth of 27% in just one year. Without a doubt, the coronavirus pandemic and the confinement and social isolation measures have motivated this growth in the use of social networks and have changed the way in which the Internet is consumed both in the world and at the national level.

In this sense, the number of Internet users has also registered a considerable increase. There are more than 42 million Internet users already in the country, which represents 90% of the total population, according to the report’s data.

The number of mobile Internet connections has also experienced a significant increase in 2020 and there are already more than 54.3 million in the country. This implies a penetration of 116.2% compared to the total population. Here the change has been less, since “only” it has grown by 0.6%, incorporating 323,000 new mobile connections in the last year, as shown by the study data.

Most used social networks in Spain in 2021

In the same way that the Digital report of We Are Social and Hootsuite makes a world ranking of the most used social networks, it also provides a list of the most used social platforms in Spain.

This information is especially relevant, since most social networks do not provide data disaggregated by country, so the report focuses on the percentage of people who use social networks who are users of each of the platforms. It is a very interesting X-ray and a basis when it comes to developing strategies in Social Media.

According to these data, WhatsApp is the most widely used social application in Spain, since it is used by 89.5% of Internet users. However, it is closely followed by YouTube, used by 89.3% of Spanish Internet users.

It is followed in order by Facebook (used by 79.2% of Internet users), Instagram (69%) and Twitter (52.6%). These five platforms are the only ones used by more than half of Spanish Internet users, as can be seen in the graph above.

In any case, the report does also estimate the number of users that each social network in the country has, although no official data can be given. In this sense, it is calculated that, of potential audience, Facebook has 22 million users in Spain, while Facebook Messenger has 11 million. Instagram would have 21 million users in the country as a potential audience.

For its part, YouTube would have 37.4 million users in Spain, while Twitter would have 7.5 million, Pinterest 7 million and LinkedIn 14 million. Snapchat, for its part, would already exceed 4 million users in Spain.

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