The platforms of the Meta group have presented a growth in users, except for Facebook, which has presented a decrease of 300,000 users
WhatsApp is the social platform with more users in Spain, where around 75% of the population has an account, although it is Instagram the one that has starred in the greatest growth in the last year, reaching beat facebook.
The report prepared by the research department of the digital marketing agency The Social Media Family has analyzed the behavior of users of Facebook, Twitter, Instagram, LinkedIn, Whatsapp and TikTok in Spain.
Twitter and Instagram add, Facebook subtracts
The number of users of Facebook in the country has dropped from 22 million of 2020 to stand at 21.7 million, who, in addition, are getting older: 50% of the total are concentrated in the 40 to 64 age range, and the age range of 18 to 39 years has fallen 24 points since 2015 .
For its part, Twitter has shown a growth of 100,000 users compared to 2020, up to 4.2 million, thus stopping four years of stagnation and decline. 18.59% of its community are active users, that is, they have tweeted at least once in the last two months.
Of all the social networks analyzed, the one that has seen its community grow the most has been Instagramwhich for the first time exceeds Facebook in number of users, with 24 million in 2021 (a 20% more only during the last year). Most of its users are between 18 and 39 years old (65%).
LinkedIn has 15 million profiles in Spain, which represents an increase of 1 million compared to 2020. The ‘robot portrait’ of the LinkedIn user in Spain would be a man, between 25 and 34 years old, with more than eleven years of experience and employed in a company with more than 10,000 workers located in Madrid or Barcelona.
WhatsApp, the most used
To attend to the news of social networks, they have also been included in the report WhatsApp and TikTok. The first is consolidated as the most used social network, con 35.8 million userswhich means that a 75% of the population would have a profile on this platform.
For his part, the number of users over the age of 18 from TikTok in Spain it is 15.5 million, although it could reach 19 with minors. It should be noted that 35% of the active profiles on this platform are over 35 years old, although the typical profile on this platform would be a woman between 18 and 24 years old who is interested in the categories of ‘News and entertainment’, ‘Clothes and accessories’ and ‘Beauty and personal care’.
George is Digismak’s reported cum editor with 13 years of experience in Journalism