Wallapop Audience in Spain
Wallapop has an estimated audience of 7,022,464 people in Spain. 45.6% are female, 54.4% are male, average age 41.4. Top brand affinities: Home Appliances, Badoo, BP, Carrefour, Comparison shopping website.
Top brand affinities include Home Appliances, Badoo, BP, with strongest over-indexing on Home Appliances (2.4× the country average). Demographically, the Wallapop audience skews balanced with an average age of 41.4, and over-indexes on personality traits such as Need for Security, Family Orientation.
Category: Shopping · Type: Website / Newspaper / Magazine
Audience demographics of Wallapop
| Metric | Value |
|---|---|
| Female | 45.6% |
| Male | 54.4% |
| Average age | 41.4 |
| Estimated audience size | 7,022,464 |
Audience persona
The typical Wallapop fan in Spain is balanced, around 41.4 years old, with strong Need for Security tendencies and a notable affinity for Home Appliances.
Top brand affinities of Wallapop fans
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home Appliances | 2.4× | Home & Garden |
| Badoo | 3× | Internet & Social Media |
| BP | 2.83× | Cars & Mobility |
| Carrefour | 2.05× | Shopping |
| Comparison shopping website | 4.28× | Shopping |
| Credit (finance) | 3.7× | Business & Career |
| EDreams | 2.47× | Travel & Leisure |
| La Caixa | 1.87× | Business & Career |
| AliExpress | 1.66× | Shopping |
| Amsterdam | 3.52× | Travel & Leisure |
| Gambling | 2.1× | Games |
| La que se avecina | 3.65× | Movies & TV |
| Real property | 2.31× | Home & Garden |
| IBEX 35 | 1.6× | Business & Career |
| Google Earth | 3.95× | Internet & Social Media |
| Betfair | 2.78× | Games |
| JYSK | 2.67× | Home & Garden |
| Lunch | 2.4× | Food & Beverages |
| Insurance | 1.83× | Business & Career |
| Bankinter | 1.62× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.84 |
| Family Orientation | CONSERVATISM | 1.59 |
| Indulgence | JOY | 1.19 |
| Price Sensitivity | PREMIUM | 1.19 |
| Patriotism | CONSERVATISM | 1.18 |
| Spirituality | BALANCE | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| Spain | 60.2% |
| Italy | 13.0% |
| Portugal | 10.0% |
See Wallapop audiences in other countries
More Shopping audiences in Spain
- Instagram (17,700,445)
- YouTube (16,483,180)
- TikTok (16,200,545)
- La Vanguardia (15,974,041)
- El Confidencial (14,016,156)
How to read this data
Audience size is the estimated number of people in Spain who actively search for Wallapop. 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.