Instant messaging Audience in Spain
Instant messaging has an estimated audience of 5,635,951 people in Spain. 54.8% are female, 45.2% are male, average age 42.0. Top regions: Balearic Islands, Community of Madrid, Extremadura. Top brand affinities: WhatsApp, Voice over IP, Erlang (programming language), BBVA, Android (operating system).
The average Instant messaging fan in Spain is 42.0 years old, balanced, and lives primarily in Balearic Islands. The audience is concentrated in Balearic Islands, Community of Madrid, Extremadura. Top brand affinities include WhatsApp, Voice over IP, Erlang (programming language), with strongest over-indexing on WhatsApp (5.7× the country average). Demographically, the Instant messaging audience skews balanced with an average age of 42.0, and over-indexes on personality traits such as Need for Security, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Topic · Subtype: Content type
Demographics of Instant messaging fans
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 42.0 |
| Estimated audience size | 5,635,951 |
Audience persona
The typical Instant messaging fan in Spain is balanced, around 42.0 years old, with strong Need for Security tendencies and a notable affinity for WhatsApp.
Top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Balearic Islands | 256,556 | 1.62× |
| Community of Madrid | 234,729 | 0.25× |
| Extremadura | 229,842 | 1.89× |
| Region of Murcia | 224,768 | 1.16× |
| Catalonia | 209,633 | 0.21× |
| Castilla-La Mancha | 200,273 | 0.88× |
| Principality of Asturias | 191,049 | 1.44× |
| Andalusia | 179,640 | 0.16× |
| Aragon | 173,086 | 1.17× |
| Comunidad Valenciana | 172,819 | 0.27× |
| Cantabria | 170,302 | 2.4× |
| Castile and León | 169,652 | 0.69× |
| Canary Islands | 164,422 | 0.58× |
| Navarre | 159,314 | 2.26× |
| Galicia | 134,679 | 0.51× |
| Basque Autonomous Country | 109,170 | 0.52× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| 5.7× | Internet & Social Media | |
| Voice over IP | 8.89× | Technology & Electronics |
| Erlang (programming language) | 11.2× | Technology & Electronics |
| BBVA | 1.54× | Business & Career |
| Android (operating system) | 2.13× | Technology & Electronics |
| Business | 1.57× | Business & Career |
| Mobile phones | 1.8× | Technology & Electronics |
| Family | 1.6× | Kids & Family |
| Social network | 1.7× | Internet & Social Media |
| Automobiles | 1.65× | Cars & Mobility |
| IBEX 35 | 1.99× | Business & Career |
| Cosmetics | 1.56× | Beauty & Wellness |
| Televisions | 1.53× | Technology & Electronics |
| Mercadona | 1.88× | Shopping |
| Smartphones | 1.65× | Technology & Electronics |
| Footwear | 1.59× | Fashion & Accessoires |
| Child | 1.53× | Kids & Family |
| Hair products | 1.79× | Beauty & Wellness |
| Luxury goods | 1.57× | Fashion & Accessoires |
| Jewelry | 1.58× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.28 |
| Community Orientation | OPEN | 1.04 |
| Social Media Usage | JOY | 1.01 |
| Price Sensitivity | PREMIUM | 0.93 |
| Family Orientation | CONSERVATISM | 0.9 |
| Indulgence | JOY | 0.89 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
See Instant messaging audiences in other countries
- Instant messaging — Germany
- Instant messaging — United States
- Instant messaging — United Kingdom
- Instant messaging — France
- Instant messaging — Italy
- Instant messaging — Brazil
- Instant messaging — Japan
- Instant messaging — South Korea
- Instant messaging — India
- Instant messaging — Canada
- Instant messaging — Mexico
More Content type audiences in Spain
- Meme (4,231,666)
- Viral video (3,101,467)
- Internet celebrity (3,079,712)
- Internet meme (2,550,401)
- Influencer marketing (1,339,963)
Frequently asked questions
How many fans does Instant messaging have in Spain?
Instant messaging has an estimated audience of 5,635,951 people in Spain, concentrated in Balearic Islands and Community of Madrid.
What is the gender split and age of Instant messaging fans?
54.8% of Instant messaging fans are female, 45.2% are male, with an average age of 42.0 years.
Which brands do Instant messaging fans like most?
Instant messaging fans show strongest brand affinity for WhatsApp (5.7×), Voice over IP (8.89×), and Erlang (programming language) (11.2×) over the country average.
Where do Instant messaging fans live in Spain?
Instant messaging fans in Spain are most concentrated in Balearic Islands (reach 256,556), Community of Madrid (reach 234,729), and Extremadura (reach 229,842). These three regions account for the largest share of the active audience.
What other brands do Instant messaging fans also like?
Beyond Instant messaging itself, the audience over-indexes on Voice over IP (8.89×), Erlang (programming language) (11.2×), BBVA (1.54×), and Android (operating system) (2.13×) compared to the Spain average.
How to read this data
Audience size is the estimated number of people in Spain who actively search for Instant messaging. 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.
About this audience profile
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.