Social media has undoubtedly become an indispensable part of people's daily lives. According to the 2024 Social Media Study conducted by IAB Spain and Elogia, we can highlight these 10 key points about the use of social media in Spain:
1. WhatsApp (96%) is proclaimed as the most popular social network suggested in 2024. This is followed by Facebook and Instagram, both with 92%. In fourth place is YouTube (89%), which rises by six percentage points. And in fifth place we find TikTok, which goes from being mentioned by 82% to being mentioned by 84%.
2. WhatsApp is also the most used with 91% (+4pp) . YouTube rises from fourth to second place with 66% (+3pp). Facebook (59%) drops from third to fourth position and loses six points. Meanwhile, TikTok (38%) climbs from seventh to fifth place, relegating X (38%) to sixth position.
3. Facebook has been seeing a decline in usage since 2019, except in 2023 when it experienced a slight upturn. The number of people who claim to use it has gone from 83% in 2018 to 59% in 2024. However, Spotify is the network we use the most each day: 1h 40min
4. WhatsApp also wins in user rating (8.4) ahead of Spotify (7.9) and YouTube (7.8). The worst rated is Threads (5.9).
5. People between 35 and 44 years old (59%) are the ones afghanistan number data who generate the most content on social media. Images (37%) are the most published format.
6. 57% of users prefer long-lasting content over ephemeral content , a percentage that rises to 63% among users aged 35 to 44.
7. Vertical video is the format that gets the most interaction on social networks.
8. Mobile phones continue to be the main device for connecting to social networks. The time slots in which we do this the most are from 4:00 p.m. to 8:30 p.m., and between 8:30 p.m. and 12:30 a.m.
9. Users follow brands on social media to stay informed and understand current events (61%). This is followed by: entertainment (52%), inspiration (42%) and following trends (39%). Culture, entertainment and media brands (71%) are the most followed on social media. Next, the travel, transport and tourism sector (53%).
10. Among the brand content, humorous content (32.7%) and sweepstakes (26.5%), along with content that offers informative value, such as new products (7.5%) or recipes (4.8%), are the most consumed.
And you, which of these social networks do you prefer to immerse yourself in? Which ones do you spend the most time on? Leave us your answers in the comments. Or if you know of any other social networks that we haven't discussed and you'd like to share some interesting or relevant information about, don't hesitate to tell us... and make sure we all learn something new!