One more year, IAB SPAIN has analyzed and embodied the reality of social networks in Spain in its Social Network Study 2025 prepared by Praise. This complete radiography reveals the reality of these platforms: their state, use, penetration and evolution, as well as their perception in the eyes of users.
Penetration and profile of social media users in Spain
In this edition, the study has taken into account these fourteen social networks: Bluesky, Facebook, Instagram, LinkedIn, Pinterest, Reddit, Spotify, Telegram, Threads, Tiktok, Twitch, WhatsApp, X (formerly Twitter) and YouTube. On this occasion, it will be difficult to establish comparisons regarding last year's study, since The sample universe has changed considerably, expanding the court below: The study goes on to include preteens to take into account Habits of use of social networks from 12 to 74 years. Keep in mind if you want to check the 2024 😉 report
Entering the data, in 2025 83% of Spaniards between 12 and 74 use social networks, which represents approximately 32.4 million people. The use of networks continues to be slightly higher by women (51% vs. 49%). The average age of these users is 43 years, highlighting the group of 46 to 60 years as the most numerous, with 32%of the total, followed by those aged 31 to 45 (23%) and those aged 18 to 30 (20%). Users from 61 to 75 represent 17%, while the youngest, from 12 to 17 years old, constitute only 8%.
Regarding the educational level, 47% of users have university studies32% have secondary studies, 15% have completed postgraduate studies and 8% have only primary education or have not studied. Regarding the occupation, most work on behalf (59%)
Best known social networks
Spontaneous knowledge
Before the question “What social networks do you know?”, Without contributing help when answering, WhatsApp remains the most recognized platform, with 95% mentions, followed by Instagram (87%), YouTube (85%) and Facebook (81%), although the latter falls a position compared to 2024.
Tiktok, Spotify, Telegram and X (Twitter) occupy the following positions, with levels of recognition that range between 69% and 64%. On average, users know 8.1 social networks, being the slightly lower average among women (7.9) and somewhat greater among men (8,2).
The study also shows significant differences in the knowledge of certain networks between men and women. Women stand out in knowledge of Instagram (90%) and Pinterest (61%), while men do it in X/Twitter (71%), LinkedIn (58%), Twitch (40%), Discord (24%) and Reddit (16%).
Suggested knowledge
Goal continues to dominate suggested knowledge (When the person surveyed the names of the networks is reminded), with three of their platforms in the first four positions of the ranking.
So, WhatsApp leads the ranking with a 95% recognitionstaying in the first place for the second consecutive year. They are followed by Instagram (87%) and YouTube (85%), which scale to second and third place respectively, while Facebook falls to fourth place with 81%although it still has a high level of notoriety. At intermediate levels are Tiktok (69%), Spotify (66%), Telegram (65%) and X (formerly Twitter), which drops to the eighth place with 64%of mentions.
🏆Meta continues to dominate knowledge among users.#Iabstudiorrss pic.twitter.com/ttim6x53jx
– IAB Spain (@iab_spain) May 28, 2025
On average, users know 8.1 social networks, with differences according to gender: women recognize some 7.9 networks and men, 8.2. By gender, Instagram (90%) and Pinterest (61%) stand out among women, while men stand out in knowledge of X (71%), LinkedIn (58%), Twitch (40%), Discord (24%) and Reddit (16%).
Most used social networks
General use
WhatsApp, Instagram and YouTube They consolidate as the most frequent social networks among users in Spain, taking into account the answers to the question “Which have you ever used?”. Thus, WhatsApp leads with a 92%penetration, staying in the first place compared to the previous year. Instagram and YouTube follow him, both with 74%. Facebook, although it remains in fourth place with 61%, continues to lose relevance. Spotify (41%), Telegram (39%) and Tiktok (38%) are still far away and occupy the following positions. In contrast, X (previously Twitter) descends two positions, being in eighth position with 38%.
On average, Users have used 5.3 social networks sometime, indicating an active and diversified digital ecosystem, although dominated by a few very consolidated platforms. The reasons for use remain clear: 81% of users seek entertainment, 66% interaction and 55% information.
As Curious fact (And very surprising), do you know which is the most used social network commercially for companies? Facebook (46%)followed by Instagram, which surpasses YouTube, Twitter and WhatsApp.
Frequency of use
On the other hand, if we are going to the frequency of use, we find a different panorama: 96% of users who claim to use WhatsApp every day or several times a day. They follow him Instagram (75%) and Tiktok (72%)that jumps to the third place, consolidating the domain of these three platforms in the digital routine of the users.
Facebook and surprising Bluesky tied in fourth place with 64% of daily usewhich highlights the great growth in intensity of this new network. Telegram, X (before Twitter) and Spotify share 57% of daily use, indicating a solid basis of regular users. In recent positions are Twitch (29%), LinkedIn (28%), Pinterest (24%) and Reddit (22%), with much lower frequencies, suggesting a more sporadic or specific use of these platforms.
Intensity of use
In terms of daily duration declared, social networks of video or audio, such as YouTube, Tiktok, Spotify or Twitch stand out (as is logical). Spotify heads the intensity ranking of social networks in Spainwith an average of 1 hour and 26 minutes a day, closely followed by Tiktok (1:20), WhatsApp (1:17) and YouTube (1:12). These four platforms concentrate the highest permanence time figures, indicating a high level of loyalty and content consumption.
Twitch occupies the fifth place with 1 hour and 8 minutes per day, while Instagram records 1 hour and 2 minutes, being the last to overcome the time barrier. From there, the time of use decreases significantly: Facebook (0:46), Bluesky (0:44), Telegram (0:42), X/Twitter (0:39) and Discord (0:34) reflect a more moderate use.
Comparison between frequency and intensity of daily use
The study also raises a most interesting comparison between the frequency of daily use (the times we visit a social network per day) and the intensity of daily use (the minutes we spend a day). In this quadrant, WhatsApp is the one that clearly stands out on the rest, with the largest number of daily visits and exposure time.
ABANDONMENT OF SOCIAL NETWORKS
Regarding the abandonment of social networks, this trend maintains the same levels as in recent years, with 3 out of 10 users having left a platform in the last 12 months. Of course, there is a relevant change: compared to other years, it is no longer Facebook the social network that abandons more users, with 16%, but … (drum redouble) X, the old Twitter. 28% of users claim to have stopped using it.
Specifically, X is the network with the highest percentage of abandonment between 31 and 75 years, while Facebook stands out (for worse) among the youngest, from 12 to 30 years.
ECOMMERCE AND SOCIAL NETWORKS
The study reflects the commercial impact of social networks: almost half (48%) of users consult social networks before making a purchaseand 44% say that their final decision was influenced by the content seen in them, especially among the youngest (66% in GEN Z). In this sense, YouTube and Instagram are the most consulted platforms in this previous decision.
On the other hand, although Live shopping still has low penetration (11%)38% of those who have tried it consider it an interesting experience, especially in categories such as fashion and beauty.
Advertising and networks in Spain
If we focus on the advertising field, 40% of users believe that the appearance of networks in networks is useful and relevant. However, the customization of campaigns still generates suspicion, since only 23% accept personalized content, which raises challenges in segmentation and formats.
On the other hand, the influencers, always so in the center of the controversy, improve their image in front of the general public. So, 40% of users consider those who follow, 7 points more than in 2024, although the perception that its contents are purely advertising (41%, 5 more points) also grows. As expected, Instagram is consolidated as the favorite social network to follow influencers (69%)ahead of YouTube (48%) and Tiktok (37%).
From a professional perspective, social networks remain a priority channel: 53% of experts in the advertising sector mainly use them To generate brand, and 44% as a customer service.
Regarding advertising investment, Instagram unbalances Facebook as the main investment receiverand YouTube scale positions until occupying second place. Tiktok, meanwhile, records an increase until reaching fourth place in the investment ranking. One in five Marketers declares investing more than the previous year in advertising, while 70% have invested the same.
In social networks
Virtually two out of three users (64%) have seen content generated with the networks, but only 6% recognize having actively used AI tools. In any case, most users require that this type of content be clearly labeled, reinforcing the demand for transparency.
Photo: Chatgpt
