In the digital world in which we live, apps are one of the main agents of change in our environment when it comes to sharing information and experiences or managing our daily lives. These applications have radically changed the way we communicate, get information, work and entertain ourselves.
In this sense, Smartme Analytics, a leading platform for the collection of real-time data from markets, consumers, advertising and media, with the aim of analyzing the various trends in this sector, has prepared a ranking of the apps most used by Spaniards .in the year 2023. A ranking determined thanks to the continuous, real-time monitoring of the interaction of more than 13,000 users, representing the Spanish digital population, with thousands of digital services.
Messaging and social networks on the podium
At the top of the study are messaging, social networking and e-commerce tools, which take first places in terms of usage. Whatsappan application that has completely changed the way we communicate strengthens its hegemony as Most used app with 96.3% mobile penetration. Despite the changes introduced by Meta and the ongoing doubts about privacy, Spaniards continue to choose it as their preferred method of sending messages. your big competitor, telegram (50.8%), It is still very far from the level of engagement that the meta platform has.
With a penetration level of more than 90% YouTube (91.8%) And Facebook (91.3%) would take second and third place, showing that both experienced platforms stand up to the competition Instagram (75.7%) And TikTok (54.3%), who are in fifth and sixth place. Among these competitors we find fourth place Gmail (85.3%) It is the email application most used by Spanish users and around the world since it has 1.8 million active users.
Amazon is the app that Spaniards use most for shopping
There is no shortage of shopping and retail applications on Spanish citizens’ smartphones. In fact, electronic commerce in Spain exceeded 72 billion euros in 2022, 25% more than the previous year. In this category Amazon emerges as the undisputed market leaderthe first shopping application with a Penetration rate of 52.4%.
The online shopping app is also worth mentioning. AliExpresswidely known for its competitive prices and fast delivery, with a mobile penetration rate of 50.4%. They also highlight Wallapop (37.9%) And Shein (35.4%). Although the former is more focused on buying and selling used goods, it has better figures than the Chinese company.
In the area of more everyday purchases, supermarkets have also found a place in this ranking. Specifically, it’s about the applications My Carrefour And Lidl Plus They get mobile penetration data of 26% and 24.7% respectively, which is certainly due to their exclusive discount and in-app promotion strategies.
Spotify, leader among entertainment applications
Spotifywithout a doubt the great leader in the streaming music app market, is also the winner of the year among the entertainment applications most used by Spaniards, thanks to a Penetration rate of 33.7%.
The consumption of series and films on demand, an increasingly common trend in the habits of Spaniards, has also made it into the ranking thanks to Netflix (23.5%) And Prime Video (16.5%). Increasing the production of quality content and acquiring internationally recognized series and films for their respective catalogs are some of the main reasons that have led to this increase.
Mobile banking apps make it to the top 20
In the economic part, the Spaniards vote CaixaBank And BBVA as its trusted financial applications, with the first having a penetration percentage of 24.7% and the second 24.3%. This data is consistent with the results of Smartme’s latest MPIX® Mobile Banking Performance Index, which gave both applications the highest score in the financial rankings and showed that mobile banking apps grew by 4% last year
“Measuring the impact of apps allows companies to identify consumption models and behaviors, improve the digital experience and develop more efficient and personalized tools.” Competition in the world of applications is fierce and the search for digital and connected customer loyalty is ever increasing more important to find the gap of difference that allows providing value to end users.“, It says Lola Chicon, CEO and Founder of Smartme Analytics.
Measuring application usage and performance data is beneficial for both brands and their audiences. With this in mind, Smartme Analytics has launched for a limited time the Brands Recap 2023 product, a special edition of its digital benchmarking tool that provides access to the digital performance of all players in telecommunications, insurance, banking, restaurants and delivery. , urban mobility, retail, fashion, media and entertainment, travel and social networks. A perfect tool to get a complete overview of the environment in which each company operates and its performance in its market. In particular, the information offered includes data on growth and development, the penetration of the different players, the customer profile of each competitor and the level of engagement that each app achieves.