A data profile of the people who buy, follow and care about Social media in Spain — modelled from more than twelve digital signal sources. Social media has an estimated audience of 11,055,858 people in Spain.
The average Social media fan in Spain is 44.9 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include Instagram, Social network, WhatsApp, with strongest over-indexing on Instagram (1.53× the country average).
Demographically, the Social media audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Creativity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Social media fan in Spain is more female, around 44.9 years old, with strong Creativity tendencies and a notable affinity for Instagram.
The key figures that characterise the Social media profile in Spain.
55.8% are female, 44.2% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 44.9 |
| Estimated audience size | 11,055,858 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 32% |
of the worldwide Social media audience comes from Spain.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~2.5M | 1.31× | |
| 02 | Community of Madrid | ~2.5M | 1.30× | |
| 03 | Comunidad Valenciana | ~1.5M | 1.29× | |
| 04 | Canary Islands | ~600K | 1.16× | |
| 05 | Region of Murcia | ~400K | 1.09× | |
| 06 | Aragon | ~300K | 1.09× | |
| 07 | Balearic Islands | ~300K | 1.04× | |
| 08 | Cantabria | ~100K | 1.00× | |
| 09 | Andalusia | ~2M | 0.99× | |
| 10 | Navarre | ~100K | 0.96× | |
| 11 | La Rioja | ~70K | 0.96× | |
| 12 | Principality of Asturias | ~200K | 0.95× | |
| 13 | Basque Autonomous Country | ~400K | 0.90× | |
| 14 | Extremadura | ~200K | 0.90× | |
| 15 | Castile and León | ~400K | 0.88× | |
| 16 | Castilla-La Mancha | ~400K | 0.87× | |
| 17 | Galicia | ~400K | 0.86× |
The strongest cross-interests of the Social media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Instant messaging | Internet & Social Media | 1.94× | ||
| 02 | Internet & Social Media | 1.63× | |||
| 03 | Android (operating system) | Technology & Electronics | 1.58× | ||
| 04 | Blouse | Fashion & Accessoires | 1.58× | ||
| 05 | Wedding dress | Fashion & Accessoires | 1.58× | ||
| 06 | Anti-aging cream | Beauty & Wellness | 1.57× | ||
| 07 | Dresses | Fashion & Accessoires | 1.55× | ||
| 08 | Horoscope | Health | 1.55× | ||
| 09 | Hairstyle | Beauty & Wellness | 1.54× | ||
| 10 | Natural skin care | Beauty & Wellness | 1.54× | ||
| 11 | Internet & Social Media | 1.53× | |||
| 12 | Parfois (fashion accessories) | Fashion & Accessoires | 1.53× | ||
| 13 | Social network | Internet & Social Media | 1.52× | ||
| 14 | Mobile phones | Technology & Electronics | 1.52× | ||
| 15 | Smartphones | Technology & Electronics | 1.52× | ||
| 16 | Handbags | Fashion & Accessoires | 1.52× | ||
| 17 | Cosmetology | Beauty & Wellness | 1.52× | ||
| 18 | Hair products | Beauty & Wellness | 1.51× | ||
| 19 | Children's clothing | Fashion & Accessoires | 1.51× | ||
| 20 | Interior design | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.31× | |
| Community Orientation | OPEN | 1.24× | |
| DIY Mentality | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.85× | |
| Healthy Lifestyle | BALANCE | 0.92× | |
| Early Adopter Mentality | POWER | 0.94× |
Social media has an estimated audience of 11,055,858 people in Spain, concentrated in Catalonia and Community of Madrid.
55.8% of Social media fans are female, 44.2% are male, with an average age of 44.9 years.
Social media fans show strongest brand affinity for Instagram (1.53×), Social network (1.52×), and WhatsApp (1.63×) over the country average.
Social media fans in Spain are most concentrated in Catalonia (reach ~2.5M), Community of Madrid (reach ~2.5M), and Andalusia (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Social media itself, the audience over-indexes on Social network (1.52×), WhatsApp (1.63×), Mobile phones (1.52×), and Smartphones (1.52×) 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 Social media. 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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