Instagram and Tik Tok, the fastest growing applications in Spain


Tinder enters the top 5 of applications where users spend more time all day

Instagram and Tik Tok are the social networks that have grown the most in Spain over the past year, although WhatsApp has been the most used application since 2017. In terms of the number of users, Tik Tok is the fastest growing, rising to 13 points since 2020. This is reflected in the IAB Spain ‘Study of Social Networks 2022’, which also indicates the great progress and penetration Tinder has had among Internet users Spaniards in the past year by coming in the top five applications where users spend more time throughout the day.

While Tik Tok has climbed from sixth to fourth place, Tinder has managed to reach many more positions. In just a year, it has moved from position 11 to fifth, placing both applications in front of YouTube and Twitter in terms of frequency of daily use. This advancement of the dating application coincided with the pandemic period when it was more difficult to meet new people at leisure places, so it may explain the app’s consolidation, according to IAB.

The study, which includes minors between the ages of 12 and 17 for the first time, estimates that 85% of internet users between the ages of 12 and 70 use social networks, representing about 28 million Spaniards. It thus shows a clear consolidation of the use of social networks in Spain, especially in the age group between 18 and 24 years, where a penetration rate of 93% is reached. In contrast, the target group that falls the most is the one that corresponds to the age group between 56 and 70 years, with a penetration of 79%. However, and as the presenters of the study pointed out, penetration among women reaches 88%, compared to 83% of men.

And while WhatsApp is still the favorite application in all age groups, Tik Tok is the second preferred application of children between 12 and 17 years old, while in the group between 18 and 24 years old, those who spend more hours connected to social networks , only 6% of those surveyed like this network. This percentage drops to 1% when we talk about the age group between 55 and 70 years. But this growth of Tik Tok is for Epsilon Technologies Managing Director Europe, Daniel Devai, “it shows the paradigm shift we are experiencing in terms of content formats.”

What the study therefore reflects is that, depending on age and interests, each target chooses or prefers a social network. While Tik Tok finds its way among the young, Facebook is recognized and used by the older sectors. And it is that although the social network continues to lose followers, as has been happening since 2019, it is still the second most liked application of Internet users between 55 and 70 years old. The same does not happen in the younger age groups. Only 1% of internet users between the ages of 12 and 24 like it.

Despite everything, the intensity of the use of social networks is slightly lower than in recent years. In particular, every Spaniard spends an average of one hour and ten minutes per day using these products, with internet users between the ages of 25 and 24 spending the most time using these products.

But there is also a difference in the number of applications each person uses during a day. So, although with little difference, it is women who are more active and manage 4.7 networks compared to 4.4 in men. By age, young people between the ages of 12 and 24 are the users who use the largest number of networks. And it is that, as BELEN has pointed out, “as age increases, the number of networks used decreases”.

Source: La Verdad


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