IAB Spain, the Association of advertising, marketing and digital communication in Spain, has presented the VI Annual Study of Social Networks, carried out in collaboration with VIKOThis study represents one of the most comprehensive analyses of Internet users' behavior on social networks, providing key data on their impact on society and the digital economy.
Social media has proven to be a crucial channel for businesses, consolidating itself as a tool that not only amplifies the interaction between users and brands, but also significantly influences purchasing processes. According to the report, the 70% of users acknowledge that social networks influence their purchasing decisions, which underlines its growing relevance in marketing and eCommerce. This article explores the study’s key findings in detail and analyses its current impact.
Key findings from the 6th Annual Social Media Study
Social media penetration
Un 82% of Spanish Internet users between 18 and 55 years old use social networks, which is equivalent to more than 14 million users. This data reflects a growth of 4% compared to 2013, consolidating its role as the predominant channel of communication and entertainment. In terms of demographics, gender differences have practically been eliminated, with 49% men and 51% women. However, the most active group remains that of young users: the 35% is between 18 and 30 years old.
As for platforms, Facebook dominates the market with an impressive 96% of users, followed by YouTube (66%) and Twitter (56%). Other networks such as LinkedIn, Instagram and Spotify have shown notable growth, while Tuenti, Badoo and MySpace continued their decline.
User rating highlights YouTube as the most highly rated network, followed by Facebook, Instagram and Spotify. Preferences vary depending on interests, but Facebook is positioned as the favorite social network for 65% of the participants.
Frequency of use
Frequency analysis shows that users spend an average of 3,6 days a week to social networks, with an average time of 2 hours and 51 minutes a week. Although this represents a decrease of 11 minutes Compared to 2013, social networks continue to occupy a large part of users' free time.
In terms of frequency, Facebook continues to lead, while Instagram has reached levels similar to those of Twitter, consolidating itself as the third most used network. Spotify also shows a significant rise.
Access devices
El PC remains the primary device for access to social networks, used by the 99% of users. However, the use of mobile devices has increased by 5% thanks to the increase in smartphone penetration, which now reaches 75% of Internet users. On the other hand, the use of tablets grew to a lesser extent (3%).
Peak activity hours or "prime time"
Social media prime time varies by device. For example, PCs are most frequently used in the afternoon, while smartphones are used continuously throughout the day, with peaks in the morning, afternoon and evening. Tablets are most active at night, reflecting their more leisurely, entertainment-oriented use at home.
Relationship between users and brands
Un 89% of users follow at least one brand on social networks, while 38% Visit brand pages frequently. These interactions are mainly motivated by the desire to be informed, participate in contests and access exclusive promotions. Facebook is the preferred platform with a 88%, followed by Twitter (22%) and YouTube (7%).
Social media advertising
Advertising on social media enjoys a mostly positive perception, with a 52% of users who consider it appropriate. Although there are still reservations regarding the sharing of personal data, the 36% of users shows willingness to do so.
Among the most followed sectors are telecommunications and technology (39%), culture and media (37%), beauty and hygiene (37%) and food (34%). This suggests opportunities in these niches for brands looking to capitalize on new followers.
Social media and eCommerce
The impact of social media on e-commerce is undeniable, although only the 12% admits to having made purchases directly through these platforms. However, the 70% of users say that networks influence their purchasing decision process, with clothing, footwear, travel and books being the most influenced sectors.
Comments from other users have significant weight: a 62% considers them important in their decision-making. Facebook and Twitter stand out as platforms for this social interaction, while YouTube has become a key tool for searching for information.
Conclusions on the business use of networks
The study reflects that social media is in a continuous process of evolution and maturity, both for consumers and brands. With an ever-increasing reach and penetration, these platforms have become the key driver for modern interactions. For organizations, this implies the need to build a solid presence based on intelligent strategies that encompass quality content, effective advertising and a dynamic relationship with users.