Wednesday, May 18, 2022, 2:13 PM
Instagram and Tiktok are the social networks that have grown most in Spain in the past year, although it is whatsapp that has been maintained since 2017 as the most used application. According to the number of users, Tiktok is the one who grows the most and increases up to 13 points from 2020. That is, if the application had used the application in 2020 to 16% of internet users, this percentage has risen to 30% in the past year. This is collected by the ‘Study of Social Networks 2022’ by IAB Spain, which also points to the great progress and penetration that Tinder has had in the past year with Spanish internet users when entering the top five of the applications where users spend more time throughout the day.
While Tiktok has gone out of sixth place to occupy the room, Tinder has succeeded in promoting many more positions. In just one year in position 11 to take fifth place, so that both applications for YouTube and Twitter are placed in terms of frequency of daily use. This progress of the appointment application coincided with the pandemic period in which it was more complicated to meet new people at leisure places, so according to IAB it can explain the consolidation of the app.
The study, which has children between 12 and 17 years old for the first time, estimates that 85% of internet users aged 12 to 70 years uses social networks, which represents around 28 million Spaniards. Thus, clear consolidation of the use of social networks in Spain shows, especially in the age strip between 18 and 24 years, where a penetration level of 93%is reached. The most falling target, on the other hand, is the one who corresponds to the age between 56 and 70, with a penetration of 79%being registered. And as the research presenters have noticed, however, it is for women where penetration reaches 88% compared to 83% of men.
And although WhatsApp is still the preferred application in all age stripes, Tiktok is the second application that is preferred by children between 12 and 17 years old, while in the group between 18 and 24 years, those who are connected to social networks most hours, this network only holds 6% of the respondents. This percentage drops to 1% when it comes to the age strip between 55 and 70 years. But this growth of Tiktok, for the management Europe of Epsilon Technologies, Daniel Devai, “proves the paradigm shift that we experience in terms of content formats.”
What reflects the study, presented in Madrid this Wednesday, is therefore that, depending on age and interests, each target chooses or prefers a social network. Although Tiktok finds its way among young people, Facebook is therefore recognized and used by the highest age sectors. And although the social network continues to lose supporters, as has happened since 2019, it is still the second application that internet users of between 55 and 70 years like. The same does not happen in the youngest age stripes. Only 1% of internet users between 12 and 24 years old.
Less time in networks
Despite everything, the intensity of the use of social networks is slightly less than previous years. In particular, every Spaniard spends an average of one hour and ten minutes of use per day, as internet users between 18 and 24 years of age who spend the most time to use these products. And the technical support with which these applications are enjoyed is not small.
As in earlier editions, the mobile remains the most important device that connects to social networks (97%), followed by the computer (93%) and the Smart TV (68%), influenced by the time of imprisonment and the need to consume audiovisual content on platforms such as YouTube. It is the tablet on the device that falls this year, while the Smart Watch is the device that grows the most compared to last year.
There is also a difference in the number of applications that each person uses for a day. So, although with little difference, it is women who are most active in handling 4.7 networks compared to 4.4 in men. During his centuries it is young people between 12 and 24 -year -old users who use the highest number of networks. And, as BELEN has noticed: “As age increases, the number of networks used increases.”
On the other hand, the accounts that users follow those of their next environment, followed by the “influencers”, and in the third position the brands are established, according to this study, which reflects that in half of the users the advertisements in the networks disturb them and that a quarter like to advertise with content with regard to their interests.
