Overview As per the Internet World Statistics approximately 2/3rd of the population of Spain (65.

5%) was using the internet in 2012.

Percentage Split of Total Population in terms of internet and non internet users

34%

Offline Population Online Population

66%

The rise in growth of internet population has been steady and is expected to grow further as is represented by the growth chart below.

Internet Users in Spain

34
33.5

33 32 31 30 29 28 27 26 2011 2012 2013 2014 2015

28.9 29.8 31.1 32.2

33

2016

From 28.9 million in 2011 to 33.5 million in 2016, internet usage is expected to expand steadily and reach further more places. As of now there are various places where internet is accessed, with access at home being the largest section (91%), and those using at school and Universities being the lowest (4.8%).

Percentage Split of Total Internet Population in terms of access to internet

100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Home , 91.1%

Work , 19.7% University/School , 4.8% Other Locations, 17.7%

The split of internet usage when done as per age category possibly explains the major share of access at home and work. We can see here that the 25-44 represents almost half the internet population (49%), as can be seen in the figure below.

Percentage Split of Total Internet Population in terms of age category Above 65

7% 55-64 8% 14-19 10% 20-24 10%

45-54 16% 25-34 25%

35-44 24%

With the increased use of internet in mobile phones, not only the total internet population but also the age category of 14-24 is expected to rise. As per Instituto Nacional de Estadistica, (October 2012), 56% of the internet users (39% of the population) used a mobile device (mobile phones, tablets, laptops, PDAs, etc.) to access internet outside of home and work. While WiFi (44%) was the most used mode of internet connection, 39.8% of internet was accessed through mobile phones. Some of the main reasons for accessing internet through mobile phones are represented in the figure below.

Use of Internet in Mobile Phones

79%
80% 70% 60% 50% 40% 30% 20% 10% 0%
Sending/Receiving Mails Participation in Social Media Accessing current news Use of GPS

68.40%

62.30%
55.10%

Social Media in Spain While the second biggest reason to access internet on phone was Social Media, it is expected that this may well become the no. 1 reason in the future, as with the exception to GPS it has started to combine all the other features at one place. As of 2012, 62.8% of the internet users use social media in Spain, according to eMarketer. This is expected to further rise to almost 2/3rd of the total internet population by 2014.

Social Media Users in Spain

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

53.60%

58.70%

62.80%

65.90%

2011

2012

2013

2014

There is increasing participation in social media platforms in Spain. People use these platforms to share information in the form of videos, photos, reviews, even moods. It is used to connect with friends, family, and even to create and maintain a business network. The following figures display why and how are social media platforms being used and who and how much are they being used.

Who do you connect with on Social Media ?

120 100 80 60 40 20 0

Total
With friends

Male

Female
With Family

19-25

26-35

36-45

Above 45

With Coworkers with coworkers in another country

With Friends in another Country

with relatives in other country

Very clearly social media is majorly used to get in touch with friends. As compared to men (91.2%), women are keener on maintaining contact with friends (95.5% compared to91.2%) as well as family (46.8% compared to 38%) apart from other categories. Also keeping in touch with family is more important to the above 45 category (47.5%) than other age categories while the 36-45 category leads (22%) when using social media to keep in touch with co-workers.

What kind of information do you share on the social media?

70 60 50 40 30 20 10 0

Total

Male
Photos

Female
Videos

19-25
reviews knowledge

26-35
Share moods

36-45

Above 45

Surprisingly when it comes to sharing there is a gender flip, where men are more active than women, even if marginally so. They share more videos (25.5% compared to 22.9%), more reviews (27.3% compared to 21.1%) and more knowledge sharing (18.5% compared to 13.7%). Women share their moods more often (6% compared to 3.2%). In age categories the 19-25 category leads in almost all aspects of sharing with the only exception being photos, where the 26-35 category takes the lead. What is furthermore important is that increasingly more time is spent on social media platforms, possibly because of the apps available for use on mobile.

How often do you connect to social networks ?

120 100 80 60 40 20 0
Social network personal profile Microblogging Social Media Content Social network professional profile

Less often 1 time per month 1 time every 15 days 1 time per week 2/3 times per week All or almost every day

People in Spain are most active on their personal profiles where 48% spent almost complete day logged in. Professional profiles are also visited almost 2-3 times per week, and while 32.2% spent almost all day on microblogging, those who dont almost 51.2% of the remaining look in at least once a week into it.

How long do you stay on a social network ?

120 100 80 60 40 20 0
Social network personal profile Microblogging Social Media Content Social network professional profile

Less often 15 minutes 30 Minutes 1 hour More than 1 to 2 hours More than 2 hours

Of the total time spent on social networks, microblogging takes the lead over personal profile where 12.9%people spent more than 2 hours as compared to 11.7% spending same time on personal profiles. This is good news for twitter, which does not have a lot of penetration in the market as of 2012. 94.9% social network users spent at least 30 minutes on personal profiles and 64.6% in microblogging. The time spent by Spanish internet users in twitter is 203.1 million minutes, 4.6 billion minutes on Facebook and 900 million minutes on Tuenti.

Facebook The global social networking giant Facebook leads the social networking market in Spain as well. However, unlike Frances Copains Davant, the local competitor Tuenti in gaining grounds on Facebook. As per social baker, Facebook lost almost 2 million users in Spain in five months during 2012. Exact reasons were not known, but speculations were made that this could be due to the controversy surrounding the privacy of personal information on Facebook. It could also be attributed to the rise in other networking sites such as Tuenti, Twitter,Google+ and others. However, despite this Facebook still stands strong as is evident from the following statistics given by social bakers.

Facebook had almost 17.5 million users in 2012 and the curve is going up despite the fall until August 2012. The following figure gives the age distribution among the Facebook users

User Age distribution in Facebook

5% 13% 19% 4% 2% 1%
25-34

31%

35-44 18-24 45-54

25%

55-64 16-17 65+ 13-15

The age category 25-34 accounts for almost 1/3rd of the total facebook population in Spain, and together with 35-44 category more than half (56%) facebook users are presented. 6 out of 10 internet users in Spain are registered in Facebook, while 2 out of 10 are registered in Tuenti. As new features are added, facebook has a real competitor in Tuenti.

Tuenti The Spanish born social networking site went international in July 2012. Acquired by Telephonica in 2010, it expects to utilize the carriers user base across Europe and Latin America, which cover 25 countries and more than 300 million users. With multilingual capability and free mobile version of messaging app, and its unique feature of friends vs. contact, it is all set to take Facebook and Twitter head on.

First look Tuenti looks a lot like Facebook, however where Tuenti takes the lead is the privacy feature. It uses SSL to send and receive data, which means that it is not indexed by Google and therefore not searchable. The contact vs. friends feature in Tuenti is ingrained in its philosophy where Tuenti believes that people may have many friends added but 90% of their chat is limited to 20 people or less. These people who regularly one chats with automatically become the friends, while rest become simply contacts. With 6 million monthly mobile users, 40 billion monthly pageviews, and 400 million chat messages sent per day, Tuenti is arguably the most trafficked site in Spain till date. While the question still remains on how Tuenti plans to make money, right now with its extra privacy and closed circle, it remains one of the strongest competitors for facebook. Tuenti is as they claim, social media simplified.

Social Media Monitoring There are many tools which can be used to monitor social media. Some of these are Friendfeed Twitters applications such as o Twitter Influence Calculator o TweetDeck o FAVRD o Twitscoop o Monitter Search Engines in Social Networks such as o Lingia o Sightix o Delver o Eurekster o YackTrack Tag Searchers such as o Thagoo o Quintura o tagBulb o keotag o genninotag Bookmarks and aggregators o digg o bloglines o furl o mename

By using these tools, a social marketer can keep track of the activities in the social media, and can also gain specific insights into its own brand. Apart from these tools, there are various companies involved which provide services which are inclusive of the monitoring. They help build a brand in the Spanish social media. Some of the well known companies are listed below. Ideagoras Marco de Communicacion Comunicare Sns Marketing WSI digital Marketing

With the help of these companies and the above mentioned tools, one can make full use of the bursting social media in Spain.

Impact of Social Media It is important to connect with current and prospective consumers for brand reputation management. Some of the data collected on the relations of brand with social media is evident through the figures below.

To what extent social media affects your puchasing desicion

120 100 80 60 40 20 0 Total Male Female 19-25 26-35 36-45 Above 45 Much nothing / next to nothing Little Something Quite

Almost 85% people in all categories agree that there is at least some impact on their purchasing decision by social media, or more specifically brands they follow on social media. This can be attributed to the fact that increased participation in the brand creates loyalty which ultimately affects the purchasing decision.

Why are you a fan of any brand or character in Social networks To show support brand / character.

Others

For more information on current brand /character.

Because they offer deals.

Because they offer discounts.

While reasons may be many for following a brand or a character on social media, clearly the top most reason is to show support (61.5%) for the brand/character and the second most important will be to gain more and current information (39.6%). Together they show that social media is a platform where brands can directly communicate with their customers. Not only this gives them more insight into the market, it also helps build positive relations with the customer and avoid/curb any negative effects

within time by acting promptly. Deals and Discounts even though a factor, are considerably less important to Spanish social network users. Tips for Social Marketers Spanish Social network users are some of the most active users in the world. The utilization of social media platforms that is possible here is phenomenal, if a good strategic plan is in place. While Tuenti is a growing local social network, Facebook is still the best bet. This is because Tuenti is not yet open to advertisements, and their current model for generation of income is not compatible with income generation through ads. In order to target the youth (students and recent graduates) Tuenti is a good option, considering majority of their users are between 18-24 years old. According to a study by Neilson, the phenomenal growth of twitter (162%) in 2011 shows that even though not in the league of Facebook and Tuenti yet, it is one to watch out for. There are many specialized companies to help in social media brand management in Spain. We have already seen the active participation of social networks with brands which makes it further more important to utilize these companies and social network monitoring tools. While female participation is more in social network, men generate more revenues as has been observed in various researches. This is important to consider, as this may be one of the Spain specific characteristic.

Using the above pointers, a social marketer should be able to develop an effective action plan. It is important to keep up with the updates in real time, in order to make full use of social media platforms. References ECCO, International Communication Network, Everything you need to know about social media but were afraid to ask / Spain www.eccosocialmedia.files.wordpress.com/2010/04/spain.pdf Spain, Digital Future in Focus 2012, by Jaime Agullo, http://www.comscore.com/Media/Files/Presentations/2012/Spain_Digital_Future_in_Focus_2012_PDF 2 WTM, Social Media Report, Spain, June 2012. https://www.wtmlondon.com/page.cfm/Action=Form/formID=21/nocache=16072012

Social Media usage in Spain is growing, http://www.remcolandia.com/social-media/social-media-usage-in-spain-is-growing/ European Travel Commission, New Media Trend Watch, http://www.newmediatrendwatch.com/markets-by-country/10-europe/84-spain?start=2 Spain Facebook Statistics, http://www.socialbakers.com/facebook-statistics/spain

20 Stats Every Global Social Media Marketer Should Know, by Elicia Chen, Nov 13, 2012, http://blog.hubspot.com/blog/tabid/6307/bid/33819/20-Stats-Every-Global-Social-Media-MarketerShould-Know.aspx#ixzz2GRJAk700 Facebook loses two million Spanish users in five months, by: thinkSPAIN, July 12, 2012, http://www.thinkspain.com/news-spain/21436/facebook-loses-two-million-spanish-users-in-fivemonths Tuenti, Telefonicas Answer to Facebook and Twitter, Opens Up To Users Worldwide by Ingrid Lunden, July 11th 2012, http://techcrunch.com/2012/07/11/tuenti-telefonicas-answer-to-facebook-and-twitter-opens-up-tousers-worldwide/ Top 10 Social Media agencies in Spain, by Sarah, 20 Aug. 2012, http://www.onbile.com/info/some-ofthe-best-social-media-companies-in-spain/