The “Annual Social Media Study 2024” conducted by IAB Spain provides a comprehensive overview of the use, trends and evolution of social media in Spain. This analysis, crucial to understanding users’ digital behavior, reveals insights into how social media continues to shape our interactions, entertainment, and purchasing decisions. Here are the main findings of the study.
Connection & Devices: Mobile Leads
- Mobile: The main device for accessing social networks, with almost universal use. Use intensifies from 4:00 p.m. onwards.
- Computer: Its use remains stable, mainly between 4:00 p.m. and 8:30 p.m. The most consulted networks on this device are YouTube and Facebook.
- Smart TV: Its penetration increases compared to 2023, with the highest usage between 16:00 and 00:30 hours. YouTube is the most accessed network.
- Tablet: Maintains its use compared to 2023, with YouTube, Facebook and Instagram being the most consulted networks.
- Smartwatch: Increases its penetration to 39%, with greater use between 10:30 a.m. and 4:00 p.m., mainly for WhatsApp.
Intensity of use of social media has remained virtually the same as in the previous edition of the study, with an average of 1 hour and 8 minutes per day (1 hour and 7 minutes in 2023, 1 hour and 10 minutes in 2022, 1 hour and 21 minutes in 2021, and 1 hour and 19 minutes in 2020). Among the different age groups, users between the ages of 18 and 24 spend the most time connected to these platforms.
As for the specific social networks where users spend the most time, Spotify tops the list, followed closely by
TikTok
, WhatsApp, YouTube , and Twitch. This reflects a clear preference for platforms that offer a mix of multimedia content, social interaction, and real-time entertainment.
Main Uses of Social Media
- Entertainment (82%)
- Interaction (67%)
- Information (56%)
- The most followed accounts are those of family and friends (95%), influencers (49%) and brands (48%)
Brand Relations: Tracking and Content
Brand following has seen a slight increase, with 48% of users following brands in 2024 compared to 43% in 2023. Users prefer long-lasting content (57%) over ephemeral content (43%), highlighting a trend toward consuming content that offers long-term value.
Influencing Purchasing Decisions
- 36% of users report that social media has influenced their purchasing decisions, especially among 12- to 17-year-olds.
- In addition, 19% of buyers have attended some form of lifestreaming, underscoring the growing importance of real-time video formats for sales conversion
Trends in Content Formats
- The vertical video format is the most efficient in social media.
- On Instagram, Reels are 5% more efficient than static formats.
- On YouTube, Shorts are 96% more efficient than the traditional video format.
This preference for dynamic and visually appealing formats highlights the need for brands and content creators to adapt their strategies to maximize engagement.
Use among young people:
- Users between the ages of 18 and 24 are the ones who use social media the most, preferring platforms such as WhatsApp, TikTok, Spotify, BeReal, Snapchat and Discord.
- Those under the age of 25 prefer TikTok, while those over the age of 25 prefer Instagram.
Check out the full 2024 Social Media Study on the IAB Spain website.
