As of the third quarter of 2024, WhatsApp was by far the most used and favorite social media platform in Spain. Up to **** percent of the country's internet users used the instant messaging app, while networks like Instagram and Facebook followed were used by around **** and ** percent of online audiences, respectively. TikTok and Telegram were accessed by around **** and **** percent of users each, while X and Facebook Messenger accounted for smaller shares of the population.

The number of social media users in Spain was forecast to continuously increase between 2024 and 2029 by in total ****million users (+***** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ***** million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data is an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

As of the third quarter of 2024, the most common type of social media account followed by internet users in Spain was closer contacts like friends, family, and acquaintances - almost six in ten Spanish online users did so. Bands, singers, and musicians were the second most followed type of social media accounts in the country, with approximately 32.4 percent of internet users in Spain following such accounts.

According to a March 2023 survey in Spain, WhatsApp was the favorite social media app for ** percent of respondents. The messaging app has lowered its position from the previous year, while TikTok and Instagram were the networks which grew the most in user preference since 2022.

According to a survey in Spain in March 2023, ** percent of Generation Z respondents used WhatsApp, making it the most popular social media platform in the country among that population group. Instagram followed closely, with an audience reach of ** percent, then YouTube and TikTok, each used by ** percent and ** percent of Gen Z respondents.

According to a survey run in Spain in March 2023, 86 percent of Millennial respondents used WhatsApp, making it the most popular social media platform in the country among that population group. Facebook, Instagram, and YouTube followed closely, with an audience reach of 75 percent, 74 percent, and 73 percent respectively.

Over the forecast period until 2028, the reach by social networks is forecast to exhibit fluctuations amongst the ten measured segments. Overall, the indicator appears to follow a positive trend, as there are more increasing values than decreasing values expected in the individual segments until 2028. Among them, the segment Facebook achieves the relatively highest value throughout the entire period, reaching ***** million users. Find further statistics on other topics such as a comparison of the social network reach in Europe and a comparison of the ad spending in the United Kingdom.The Statista Market Insights cover a broad range of additional markets.

As of early 2025, of the presented social media platforms, YouTube had the highest advertising reach in Spain among women and men, at **** and ***** percent, respectively. Instagram followed, with an ad reach of **** percent among female and ** percent among male adults.

We asked Spanish consumers about "Social network usage by brand" and found that "Instagram" takes the top spot, while "WeChat" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 12,598 consumers in Spain.

According to a 2023 survey, Gen Z shoppers in Spain, meaning those between ** and **, were the most inclined to follow and make purchases from influencers on social media. In general, Spanish social commerce users showed a strong preference for brand and retailer accounts.

In 2020, 65 percent of the Spanish population had a public profile and made use of social networks. This value means an increase of 6 percentage points compared to 2019. On the other hand, if only Internet users in the three months prior to the study are taken in consideration, the percentage rises to 69%, which is also the highest value recorded during the entire period analyzed.

During a 2024 survey among consumers following brands on social media in Spain, ** percent of respondents stated they believed brands should post on social media *** or ***** times a week; ** percent said their preferred frequency was once a week.

According to a survey in Spain in March 2023, ** percent of Generation Alpha respondents used WhatsApp, making it the most popular social media platform in the country among that population group. Instagram, TikTok, and YouTube, each with an audience reach of ** percent, ** percent, and ** percent of these respondents.

During a 2024 survey of marketing professionals working with social media in Spain, ** percent of respondents said the main objective behind their usage of social media was to generate branding. Using social media as a customer service tool was cited by ** percent of respondents, while ** percent said they used it to sell.

In 2024, Instagram was the preferred social network among online marketplace shoppers in Spain, used by ** percent of them, according to a survey. Facebook, also owned by Meta, followed closely, with ** percent of marketplace users.

In 2024, around ** percent of e-commerce professionals in Spain used Facebook as a commercial medium. Instagram ranked second, with ** percent of online merchants claiming to use the platform for this purpose. X followed being used by ** percent of the respondents for the same means.

During a survey among social media users in Spain in March 2024, ** percent of respondents said that banner or carousel ads were their preferred ad formats on social networks. This was followed by ** percent of respondents expressing a preference for stories or sponsored posts.

The statistic presents the share of population that used social media as their main source of information for public affairs in Spain in 2019, by group age. During that year, * percent of Spaniards of ** or more years of age stated that they used digital only newspapers as their main source of information for public affairs.

As of the first quarter of 2022, share of companies using social media (e.g. Facebook, LinkedIn, etc.) was of approximately **** percent. Meanwhile, companies that used websites to share multimedia content (e.g. YouTube, Flickr, etc.) was of ***** percent during the same period.

According to a ********** survey in Spain, around ** percent of the respondents who did not use social media in Spain were aged between 55 to 74 years old, as well as other ** percent were aged 35 to 44 years old. Around ** percent of the country's population was not a user of social networks, the majority of those being men.