According to the 5th Annual Study of Social Networks prepared by IAB Spain, the association that represents the advertising and digital communication sector in Spain, together with Elogia Group, the 41% of Spanish users They follow their favorite brands from the social media, especially since Facebook. Specifically, the 93% of users They are fans of their favorite brands through this social network.
The impact of mobile access to social networks
One of the data highlighted in this report is that the 70% of users of social networks already access them from the mobile phone, which represents an increase of 25% compared to 2012. In addition, a 56% of users does it since tablets, which reveals significant growth and even greater potential for expansion. These data highlight the relevance of Optimize the user experience on mobile devices, a fundamental key for brands seeking constant interaction.
Facebook leads among users' preferences
According to the figures obtained, among the social media most used by those who follow their favorite brands, Facebook ranks first with 93%. They follow him Twitter with a 20%, YouTube with a 9% y Google+ with a 7%. The preference for Facebook lies in its ability to offer various content formats and interactive features that foster connection between brands and users.
The top reasons for following brands on social media include interest in Work offers (78%), Discounts and promotions (77%), and customer services (70%). This highlights the importance of businesses leveraging Facebook and other platforms to improve their customer service and launch campaigns. attractive.
Stabilization of social media usage
In the presentation of the study, Xavier Clarke, director of mobile and media at IAB Spain, highlighted the stabilization in Spain of the percentage of use of social media during 2013. The rate, with a 79%, remained unchanged compared to 2012, indicating that eight out of ten Internet users have a active profile on social media. In addition, the 77% of users access them daily.
Compared to previous years, the percentage of users has grown significantly. In 2009, the level was 51%, reaching a 70% in 2010 and a 75% in 2011. This growth shows the consolidation of social networks as an essential component of digital life.
A change in the user profile
According to the report, the user profile on social networks has become more passive. In 2013, the percentage of users who share content increased from 43% in 2012 to 36%. Consumers now prefer to read and react to others' posts rather than create content. This trend aligns with the decline in activity on platforms such as Twitter, where a decrease in conversational dynamics is observed.
Social media notoriety in Spain
As for notoriety, Facebook leads with 99%, followed by Twitter (92%), YouTube (88%), Tuenti (76%), Google+ (75%) and Instagram (64%). At the other extreme, networks such as Pinterest (29%), Vimeo (25%) and foursquare (13%) have a recognition significantly lower.
More connected and engaged users
Another relevant aspect is that users are increasingly interacting with more social networks. In 2010, the average was 1,7 networks per user; by 2013, this figure rose to 3,6. In terms of valuation, YouTube takes first place with a score of 8,1Followed by Facebook (7,9), Spotify (7,7), Pinterest (7,4) y Twitter (7,3).
WhatsApp as a new social network
For the first time, the study includes questions about WhatsApp as a social network. The 88% of respondents is a user of this platform, and 59% consider it a social network for its ability to connect contacts and facilitate group interactionsHowever, while users maintain their engagement on other platforms, nearly half admit to having stopped using the chat of traditional social networks, especially Facebook.
Facebook's impact as the main social network in Spain leaves no room for doubt. Its ability to connect brands and users, combined with the flexibility of its formats, positions it as a key tool for digital marketing. Companies that learn to exploit this channel are better prepared to reach their target audiences and build lasting relationships.