The pandemic is shaking the frequency of use of social networks. This is what the data from the latest edition of the study on social networks by IAB Spain, the advertising, marketing and digital communication association in Spain, reveals. Some platforms go up a lot and others practically suffer a disaster.
The research is based on a sample of self-administered interviews with more than a thousand men and women between the ages of 16 and 70 and about three hundred professionals in the digital sector.
WhatsApp, Instagram and Facebook are the platforms with the highest frequency of use, according to this study
Facebook, YouTube and Spotify lose; Instagram, Twitter, TikTok and Telegram win
The most striking data offered by this study are those related to the frequency of use of the networks. According to this work, WhatsApp and Instagram are the two platforms with the highest frequency of use. The first maintains its leadership without variations compared to last year's study, while Instagram would grow by 83%.
They also grew in total daily use of Twitter, 59%; TikTok, 58%; and Telegram, with another 58%. They would be on the other side Facebook, YouTube and Spotify which, according to the research carried out by IAB Spain, would experience a reduction in the frequency of use of 78, 75 and 66% respectively; something that from the association responsible for this analysis they attribute to the pandemic. Really surprising figures that contrast with a survey carried out last year in which it was pointed out that Spanish children and adolescents already spend almost the same time on TikTok as on YouTube.
The association responsible for this study attributes the variations in the frequency of use of social networks to the pandemic
The Social Networks Study 2021 throws other conclusions, like that mobile phones are still the main device for connecting to networks, although smart TVs are the fastest growing device this year, going from 25% in 2020 to 68% this year. It also highlights that the penetration of social networks among young profiles, people between 16 and 24 years old, already reaches 92%.