INSTAGRAM and Facebook remain the dominant social media platforms in Spain, with new data showing Gen-Z users are spending more than 40 hours a month on social media.
New figures from GfK DAM, which tracks digital consumption across Spain, show that Meta’s platforms, Instagram and Facebook, continue to be the country’s most popular social networks.
Instagram boasts 35.5 million Spanish users, while 34.3 million Spaniards use Facebook.
TikTok remains close behind, with nearly 30 million users in Spain, up 11% from last year.
Reddit recorded the fastest growth among the major platforms, expanding its user base by 41% to 13 million.
Elon Musk’s X, meanwhile, continued to decline recording 10.9 million monthly users.
The average Spaniard spends nearly 27 hours a month on social media, but Gen Z users far exceed that figure, clocking 40 hours and 23 minutes a month on social networks each month.
At the other end of the spectrum, over-65s spend the least time on social media logging in for an average of 19 hours and 28 minutes each month.
Although the average Spaniard spends more than a day on social media each month, the total number of monthly users has fallen.
Social media platforms log 39 million users each month in Spain, representing a 0.5% decrease from the previous year.
While men and women spend similar amounts of time on social media, they tend to favour different platforms.
Women tend to spend more time on Instagram, TikTok and Pinterest, while men log in to X and Reddit.
In addition, usage differs between Spain’s regions with Asturias leading the charge.
Asturians exceed the national average clocking 30.5 hours per month on social media, while Andalucia also beats the average with over 29.5 hours.
Madrid’s residents are the least active, logging in for 25 hours each month while Catalans spend just over 26 hours on social media.
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