According to V 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, 41% of Spanish users follow their favorite brands from social networks, especially from Facebook. Specifically, 93% of users are fans of their favorite brands through Facebook.
One of the data highlighted in this report is that 70% of the users de social media already access them from the mobile phone, which is 25% more than in 2012- In addition, 56% of users have been doing so since Tablets, which makes foresee still a path to grow, according to those responsible for the study.
According to the figures obtained, the majority of social network users who follow brands from social networks do so from Facebook (93%). This is followed Twitter (20%), Youtube (9%) and Google+ (7%). Brands are followed on social networks for different reasons, mainly to access job offers (78%), discounts and promotions (77%) and customer service (70%).
This annual survey presents data from a thousand responses from Internet users from all over Spain, collected in the last quarter of 2013, confirming the relevant role of social networks as part of the communication and marketing strategies of companies.
In the presentation ceremony of the study this morning, Xavier Clarke, director of mobile and media at IAB Spain, highlighted the stabilization in Spain of the percentage of use of social networks in 2013. The rate of use is the same as in 2012, that is, 79%, so that eight out of ten Internet users have an active profile on social networks, and 77% access them daily. In 2009, the percentage of users of these platforms was 51%; in 2010 it increased to 70% and in 2011 it reached 75%. In the last two years the percentage stabilized at 79%.
One of the features that has varied in 2013 in the User profile of social networks is that he has become more passive and a spectator than his acquaintances do, and less assiduous in publishing content. In this sense, it stands out that it has gone from 43% in 2012 to 36% in 2013. This trend coincides with the latest data available this week on the use of Twitter, which indicates a drop in active accounts and in dynamic of conversation.
Regarding the social network that users consider the most notorious, it stands out Facebook (99%), followed by Twitter (92%), Youtube (88%), Tuenti (76%), Google+ (75%) and Instagram (64%). On the other side of the scale we find Pinterest (29%), Vimeo (25%) and foursquare (13%).
Another trait that has varied among social media users is that they are now linked to more social networks. Thus, the average in 2010 was 1,7%, while in 2013 it is 3,6%. YouTube remains the most valued social network, with an average score of 8,1, followed by Facebook (7,9), Spotify (7,7), Pinterest (7.4) and Twitter (7,3).
For the first time, this annual study includes questions about Whatsapp, a platform of which 88% of those surveyed are users, of which 59% consider it a social network (because it allows communicating with contacts and creating groups), compared to 41% who believe that its services are not enough to rate it as such. It is interesting to note that WhatsApp users have not abandoned other platforms in which they participated by joining it, but almost half admit that they have stopped using the chat of other social networks, especially the Facebook chat.
For Xavier Clarke, Director of Mobile & New Media at IAB Spain:
Social Networks already have a relevant and vital role in the communication and marketing strategy of all kinds of companies. Understanding its ecosystem, user experience, added value and its continuous changes, requires complete and constant studies. For the fifth consecutive year, we have managed to capture the most relevant aspects of the market in this research.
Ramiro Sueiro, Executive Creative Director of Gestazión, the sponsor of this study, declares that;
To this day, this Study is the only reliable reference in Spain for making strategic decisions in Social Networks, which are confirmed as an indisputable fixture in our digital media mix. Only a deep knowledge of them will guarantee the best decisions in communication and digital marketing.
You can download this study at www.iabspain.net/redes-sociales/