A data profile of the people who buy, follow and care about Instant messaging in Spain — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 5,635,951 people in Spain.
The average Instant messaging fan in Spain is 42.0 years old, balanced, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
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 Social Media Usage, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Instant messaging fan in Spain is balanced, around 42.0 years old, with strong Social Media Usage tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Instant messaging profile in Spain.
54.8% are female, 45.2% are male, average age 42.0.
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 42.0 |
| Estimated audience size | 5,635,951 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 23% |
of the worldwide Instant messaging audience comes from Spain.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Cantabria | ~80K | 1.15× | |
| 02 | Navarre | ~80K | 1.13× | |
| 03 | Balearic Islands | ~200K | 1.11× | |
| 04 | Extremadura | ~100K | 1.10× | |
| 05 | Principality of Asturias | ~100K | 1.05× | |
| 06 | Region of Murcia | ~200K | 1.02× | |
| 07 | Aragon | ~200K | 1.02× | |
| 08 | Castilla-La Mancha | ~200K | 0.99× | |
| 09 | Castile and León | ~200K | 0.97× | |
| 10 | Canary Islands | ~300K | 0.96× | |
| 11 | Galicia | ~200K | 0.95× | |
| 12 | Basque Autonomous Country | ~200K | 0.95× | |
| 13 | Comunidad Valenciana | ~600K | 0.92× | |
| 14 | Andalusia | ~1M | 0.91× | |
| 15 | Catalonia | ~900K | 0.88× | |
| 16 | Community of Madrid | ~800K | 0.86× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Erlang (programming language) | Technology & Electronics | 11.20× | ||
| 02 | Voice over IP | Technology & Electronics | 8.89× | ||
| 03 | Internet & Social Media | 5.70× | |||
| 04 | Android (operating system) | Technology & Electronics | 2.13× | ||
| 05 | IBEX 35 | Business & Career | 1.99× | ||
| 06 | Mercadona | Shopping | 1.88× | ||
| 07 | Mobile phones | Technology & Electronics | 1.80× | ||
| 08 | Hair products | Beauty & Wellness | 1.79× | ||
| 09 | Social network | Internet & Social Media | 1.70× | ||
| 10 | Automobiles | Cars & Mobility | 1.65× | ||
| 11 | Smartphones | Technology & Electronics | 1.65× | ||
| 12 | Family | Kids & Family | 1.60× | ||
| 13 | Footwear | Fashion & Accessoires | 1.59× | ||
| 14 | Jewelry | Fashion & Accessoires | 1.58× | ||
| 15 | Business | Business & Career | 1.57× | ||
| 16 | Luxury goods | Fashion & Accessoires | 1.57× | ||
| 17 | Cosmetics | Beauty & Wellness | 1.56× | ||
| 18 | BBVA | Business & Career | 1.54× | ||
| 19 | Televisions | Technology & Electronics | 1.53× | ||
| 20 | Child | Kids & Family | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.69× | |
| Price Sensitivity | PREMIUM | 1.54× | |
| Community Orientation | OPEN | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.96× | |
| Early Adopter Mentality | POWER | 0.97× | |
| Design Affinity | PREMIUM | 1.00× |
Instant messaging has an estimated audience of 5,635,951 people in Spain, concentrated in Andalusia and Catalonia.
54.8% of Instant messaging fans are female, 45.2% are male, with an average age of 42.0 years.
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.
Instant messaging fans in Spain are most concentrated in Andalusia (reach ~1M), Catalonia (reach ~900K), and Community of Madrid (reach ~800K). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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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