IAB Spain, the Association of advertising, marketing and digital communication in Spain, today presented the VI Annual Study of Social Networks, carried out in collaboration with VIKO. The study offers an analysis of the behavior of Internet users on Social Networks.
Among the conclusions of this study, the fact that Facebook it is still the most used network (96%), followed by YouTube (66%) and Twitter (56%). In addition, for 70% of users, social networks influence their purchasing decisions. Let's take a closer look at the conclusions of this study.
Anthony Traugott, General Director of IAB Spain, has stated, in relation to this study, that “Social networks continue with their maturity and consolidation process between consumers and brands. The penetration data is very high, but I personally highlight the fact that 89% of users follow some brand; this means that companies are increasingly adapted to this field and are finding non-intrusive ways to connect with the audience ”.
According to Xavier Clarke, Director of Mobile, Innovation and New Media, "The role of social networks in the purchasing process is becoming increasingly important, forcing brands to dedicate a relevant role to it in their communication, marketing and advertising strategies."
Penetration of RRSS
82% of Internet users aged 18 to 55 use social networks, which represents more than 14 million users in our country, 4% more than in 2013. The differences by sex are reduced (49% men and 51% women) , although it is still a younger user (35% are between 18 and 30 years old).
Facebook continues to dominate (96% users), followed by YouTube (66%) and Twitter (56%). LinkedIn, Instagram and Twitter are the ones that increase the most in users, followed by Spotify, Pinterest, Flickr and Facebook. The ones that download the most are Tuenti and Badoo, followed by MySpace
In terms of valuation, YouTube continues to be the most valued social network, followed by Spotify, Instagram and Facebook. This assessment does not mean that Facebook continues to be the favorite social network for 65% of users, followed by YouTube and Twitter.
The main use of social networks continues to be social (meeting and being in contact with friends, seeing what they are doing, sending messages), although the strength of YouTube and Spotify explain the boom in watching videos and listening to music (7% more than in 2013).
Frequency of use
The average use is 3,6 days per week, and 2 hours 51 minutes per week (11 minutes less than in 2013). Facebook continues to be the social network with the highest frequency of use, followed by Twitter. Instagram reaches the levels of Twitter and is positioned as the third network in frequency of use, surpassing YouTube. Upload Spotify importantly.
Log in
The king device to access RRSS continues to be the PC (99%), although the use of mobile phones continues to increase (+ 5%) at the same rate as the penetration of smartphones (+ 7%), reaching 75% of the netizens. Lower use growth in Tablets (+ 3%) compared to the increase in penetration of Tablets in the market (+ 14%).
Primetime
The Prime time of social networks is, in this order, Mid-afternoon, Night and Mid-morning. The PC stands out at mid-afternoon, the Mobile at mid-afternoon, mid-morning, at night and generally 24 hours a day, while the use of the Tablet is focused at night.
Relationship with brands
89% declare that they follow a brand on social networks and 38% visit brand pages very frequently, mainly to be informed of them and to participate in contests and promotions. Facebook continues to be the main network to follow brands (88%), followed by Twitter (22%) and YouTube (7%).
Good perception of advertising in RRSS
52% think it's good and only 9% think it's bad. Although there is a slight decrease in the intention to share personal information, there is still good disposition (36% yes vs 25% no). The most followed sectors are Telecommunications and technology (39%), Culture and Media (37%), Beauty and Hygiene (37%) and Food (34%).
Social Networks and eCommerce
Only 12% state that they have ever bought through a social network, similar to 2013, although 70% admit that it influences their purchase process. Clothing, Footwear, Travel and Books are the main sectors influenced. As for the comments of other users, for 62% they are important in their decision-making, while 10% are not affected. Facebook (+ 80%) and Twitter (25%) are the most used, although YouTube stands out in the search for information (23%)
Downloads
You can download the VI Annual Study of Social Networks here