Most people use social media. In fact, 86% of internet users between 12 and 74 years old are on social media. This comes from a new study by IAB Spain, a group that looks at advertising and digital communication. The study shows that social media is now a normal part of life.
People use social media for different things. Some use it to have fun, some to talk to friends, and others to get information. The most popular social media sites are WhatsApp, Instagram, YouTube, and TikTok. These sites are used by people of all ages, but some sites are more popular with certain groups. For example, women like Instagram and TikTok, while men like Telegram, X, and Twitch.
Why People Use Social Media
The study found that 81% of users look for entertainment, 66% want to interact with others, and 55% want information. People spend a lot of time on social media, with Spotify, TikTok, and YouTube being the most popular sites.
Shopping and Social Media
Social media also affects how people shop. 48% of users look at social media before buying something, and 44% say that social media influences their decisions. YouTube and Instagram are the most popular sites for shopping. Some people also like “live shopping,” where they can buy things in real-time while watching a video.
People have different opinions about social media. Some think it’s useful, while others don’t like it. 45% of people who don’t use social media say it’s just not for them, while 27% worry about their privacy.
In terms of advertising, 40% of users think social media ads are useful. However, people are still wary of personalized ads, with only 23% saying they like them.
Influencers and Social Media
Influencers are people who have a lot of followers on social media and promote products or ideas. The study found that 40% of users trust influencers, which is up from last year. However, people also think that influencers are just trying to sell them things. Instagram is the most popular site for following influencers.
Artificial intelligence is also becoming more popular on social media. 64% of users have seen content made by AI, but only 6% have used AI tools. People want to know when they’re seeing AI-made content, so they can decide if they trust it.
Overall, social media is a big part of life now. It’s not just for fun, but also for shopping, getting information, and connecting with others. As Belén Acebes, Director of Operations at IAB Spain, said, “This study shows us how social media has changed the way we get information, have fun, and make buying decisions. We’re in a mature but always-changing environment, where the real challenge is not just being present, but being relevant in a conversation that’s getting more demanding and diverse.”