Interactive Advertising Bureau
post thumbnail

IAB Spain’s Social Media Research 2023

May 10,2023
Amy Mazzola
KnowledgeHub

 

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

 

Related posts

[Watch on Demand] Virtual CTV Day 2024 Event Highlights & Session Recordings

On 26th September, our annual Virtual CTV Day graced screens across Europe, with over 300 attendees joining us to get […]

Read More
A Guide to Artificial Intelligence (AI) by IAB Poland

Developed by IAB Poland's AI working group, this Guide will take you on a fascinating journey through key aspects of […]

Read More
IAB Europe and IAB In-Store Retail Media Definitions and Measurement Standards for Public Comment

IAB Europe and IAB have published the first set of Industry Definitions and Measurement Standards for In-Store Retail Media for […]

Read More
1 2 3 90
GET IN TOUCH

IAB Europe is the European-level association for the digital marketing and advertising ecosystem

IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
Belgium
Sign up for our newsletter
chevron-leftchevron-right linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram