Global data and analytics provider GfK DAM has published a study on digital consumption trends in Spain in recent
The year 2023 is coming to an end. It’s time to take stock of everything that has pan out over the past twelve months. In the technological realm , it’s proven once again that electronic devices and social media remain essential tools in our daily lives.
This is reflected in the latest report from GfK DAM , the official digital consumption meter in Spain, which has analyzed Internet browsing trends throughout 2023. “Following Spotify’s brilliant idea of making the most listened to content of the year go viral, we present the most ‘browsed’ content in 2023, essential data that defines digital consumption trends in Spain,” in the words of David Sánchez , Director of the Digital Solutions area at GfK.
Thus, this global data and analytics provider has launched its own ‘ Wrapped Digital 2023 ‘ report, revealing the most visited sites in Spain in recent months, both on the web and in apps.
As for the most visited sites in our country, Google continues to reign supreme in 2023, with more than 38.5 million unique monthly users in Spain alone . “It is followed by YouTube , with almost 36 million, and the most used instant messaging service, WhatsApp , with more than 34.5 million Internet users,” as reflected in data from GfK DAM.
Meta’s social networks.
with more than 33 million unique users per month in Spain; and Instagram , with more than 30 million, in fourth and fifth place, respectively. The former lost 0.4%, while the latter gained 1.5% in our country compared to the previous year.
Likewise, other social networks appear in the table, such as X (previously known as Twitter ), with almost 21 million unique users per month in Spain, which – in its second year in the hands of billionaire Elon Musk – loses 7% compared to 2022.
However, the notable rise of TikTok is particularly striking , experiencing a 21.1% increase in the last year , reaching almost 21 million unique users per month in Spain , and staying very close to the old Twitter.
Like many other places, TikTok has gained weighty regard among young people in Spain. It’s a short-form video app that allows users to invent, share, and discover video clips of up to 60 seconds.
It was set up in September 2016 under the name Douyin in China. In 2018, Chinese company Byte Dance acquired the sweet.ly app and unite it with Douyin to create TikTok, which launched internationally in 2018. Since then, it has experienced massive growth and has become one of the most downloaded apps in the world.
On the other hand, in terms of age, Facebook remains the preferred social network among users between 45 and 64 years old . LinkedIn , on the other hand , is more common among millennials (28% more affinity); and TikTok , the trendy social network, is once again the preferred one among Generation Z (with 30% in this age group).
In the gender section, according to the conclusions of this study, Instagram has 5% more usage among women ; while X stands out for having 12% more men .
The power of the Internet
Naturally, technology and social media have revolutionized the way we live our daily lives. These tools not only allow us to connect with people from all over the world, but they also facilitate instant communication , information sharing , and relationship building regardless of geographic location.
Social media also acts as a source of news, blogs, tutorials, and other resources, giving us the opportunity to learn and stay informed on a wide variety of topics. However, experts remind us to always try to turn to reliable sources and be cautious about misinformation and fake news .
It is important to highlight that, according to the third wave of the latest General Media Study (EGM) , published by the Association for Media Research (AIMC), the Internet remains the most widely used means of communication among citizens (87.6% of the population) ; followed by television (81.9%); radio (54.3%); physical magazines (24.5%), and printed newspapers (13.7%).
Without a doubt, the Internet has redefined the way we live , work, communicate, learn, and entertain ourselves. And while it has provided numerous benefits, it has also posed challenges that society continues to address as technology evolves.
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