IAB Spain’s Social Media Research 2023

IAB Spain has presented their '2023 Social Media Study', sponsored by Epsilon Technologies and Wuolah, and developed in collaboration with Elogia.

The report analyses the evolution of social media effectiveness, user profiles, advertising saturation levels and brand engagement to name a few. This study has been presented annually since 2009 and has become a reference for our industry. 

Here are some of its key findings:

• Social media effectiveness remains very stable, with pre-pandemic levels.
• WhatsApp, Facebook, Instagram, and YouTube continue to dominate as leaders.
• The most active users on social media are women and internet users aged 18 to 34.
• TikTok remains among the top 5 favourite social media platforms for users.
• Mobile devices continue to be the primary devices for accessing social media.
• 1 in 2 users follow influencers on social media.
• Generation Z has the highest social media usage, averaging 6.5 platforms.
• 44% of users search for information on social media before making a purchase.
• Professionals use social media for branding, selling, and providing customer service.

These findings provide valuable insights into the current state of social media usage, user behaviour, and brand engagement, highlighting the continued influence of these platforms in our daily lives.

Download the report here