A data profile of the people who buy, follow and care about Google Maps in Spain — modelled from more than twelve digital signal sources. Google Maps has an estimated audience of 7,933,976 people in Spain.
The average Google Maps fan in Spain is 46.3 years old, balanced, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include GeoGuessr, Global Television Network, FedEx, with strongest over-indexing on GeoGuessr (9.2× the country average).
Demographically, the Google Maps audience skews balanced with an average age of 46.3, and over-indexes on personality traits such as Social Media Usage, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Google Maps fan in Spain is balanced, around 46.3 years old, with strong Social Media Usage tendencies and a notable affinity for GeoGuessr.
The key figures that characterise the Google Maps profile in Spain.
50.5% are female, 49.5% are male, average age 46.3.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 46.3 |
| Estimated audience size | 7,933,976 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 11% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 37% |
of the worldwide Google Maps audience comes from Spain.
| Country | Share |
|---|---|
| China | 16.3% |
| United States | 10.5% |
| Japan | 2.9% |
Where the Google Maps audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~2M | 1.27× | |
| 02 | Community of Madrid | ~1.5M | 1.22× | |
| 03 | Basque Autonomous Country | ~300K | 1.09× | |
| 04 | Balearic Islands | ~200K | 1.06× | |
| 05 | Aragon | ~200K | 1.05× | |
| 06 | Canary Islands | ~400K | 1.03× | |
| 07 | Comunidad Valenciana | ~900K | 1.01× | |
| 08 | Navarre | ~100K | 1.01× | |
| 09 | Castile and León | ~300K | 0.98× | |
| 10 | Andalusia | ~1.5M | 0.96× | |
| 11 | Galicia | ~400K | 0.96× | |
| 12 | Principality of Asturias | ~200K | 0.96× | |
| 13 | Region of Murcia | ~200K | 0.91× | |
| 14 | Cantabria | ~90K | 0.91× | |
| 15 | Castilla-La Mancha | ~300K | 0.88× | |
| 16 | Extremadura | ~100K | 0.88× | |
| 17 | La Rioja | ~40K | 0.83× |
The strongest cross-interests of the Google Maps audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Caveman | Music & Radio | 27.89× | ||
| 02 | Wireless broadband | Technology & Electronics | 20.12× | ||
| 03 | Apple Maps | Internet & Social Media | 13.30× | ||
| 04 | Telecommunications network | Technology & Electronics | 12.21× | ||
| 05 | FedEx | Business & Career | 11.69× | ||
| 06 | Inkjet printing | Technology & Electronics | 9.75× | ||
| 07 | GeoGuessr | Internet & Social Media | 9.20× | ||
| 08 | Hewlett-Packard | Technology & Electronics | 9.05× | ||
| 09 | Global Television Network | Movies & TV | 7.77× | ||
| 10 | Broadband | Technology & Electronics | 7.46× | ||
| 11 | 5G | Technology & Electronics | 6.78× | ||
| 12 | Simyo | Technology & Electronics | 5.04× | ||
| 13 | Jazztel | Technology & Electronics | 4.28× | ||
| 14 | Yoigo | Technology & Electronics | 4.27× | ||
| 15 | Computer program | Technology & Electronics | 3.27× | ||
| 16 | Game consoles | Technology & Electronics | 2.93× | ||
| 17 | Online games | Games | 2.06× | ||
| 18 | Technology & Electronics | 1.90× | |||
| 19 | Telecommunication | Technology & Electronics | 1.78× | ||
| 20 | Airbnb | Travel & Leisure | 1.67× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.14× | |
| Urban Lifestyle | OPEN | 1.13× | |
| Need for Security | CONSERVATISM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.94× | |
| Sports Activity | POWER | 0.94× | |
| Pet Ownership | JOY | 0.95× |
Google Maps has an estimated audience of 7,933,976 people in Spain, concentrated in Catalonia and Community of Madrid.
50.5% of Google Maps fans are female, 49.5% are male, with an average age of 46.3 years.
Google Maps fans show strongest brand affinity for GeoGuessr (9.2×), Global Television Network (7.77×), and FedEx (11.69×) over the country average.
Google Maps fans in Spain are most concentrated in Catalonia (reach ~2M), Community of Madrid (reach ~1.5M), and Andalusia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Google Maps itself, the audience over-indexes on Global Television Network (7.77×), FedEx (11.69×), Telecommunications network (12.21×), and Hewlett-Packard (9.05×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Google Maps. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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