A data profile of the people who buy, follow and care about WhatsApp in Spain — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 13,075,966 people in Spain.
The average WhatsApp fan in Spain is 43.9 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Andalusia, Community of Madrid.
Top brand affinities include Monarchy, IBEX 35, Social network, with strongest over-indexing on Monarchy (3.48× the country average).
Demographically, the WhatsApp audience skews more female with an average age of 43.9, 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 17 regions tracked by Rascasse.
The typical WhatsApp fan in Spain is more female, around 43.9 years old, with strong Social Media Usage tendencies and a notable affinity for Monarchy.
The key figures that characterise the WhatsApp profile in Spain.
59.5% are female, 40.5% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 43.9 |
| Estimated audience size | 13,075,966 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 28% |
of the worldwide WhatsApp audience comes from Spain.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.2% |
| Brazil | 4.0% |
Where the WhatsApp audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~3M | 1.24× | |
| 02 | Region of Murcia | ~500K | 1.22× | |
| 03 | Comunidad Valenciana | ~1.5M | 1.11× | |
| 04 | Community of Madrid | ~2.5M | 1.09× | |
| 05 | Andalusia | ~3M | 1.08× | |
| 06 | Castilla-La Mancha | ~600K | 1.07× | |
| 07 | Extremadura | ~300K | 1.07× | |
| 08 | Aragon | ~400K | 1.05× | |
| 09 | Canary Islands | ~600K | 0.97× | |
| 10 | Galicia | ~600K | 0.97× | |
| 11 | Castile and León | ~500K | 0.92× | |
| 12 | Balearic Islands | ~300K | 0.90× | |
| 13 | Navarre | ~100K | 0.90× | |
| 14 | La Rioja | ~80K | 0.90× | |
| 15 | Principality of Asturias | ~300K | 0.86× | |
| 16 | Basque Autonomous Country | ~400K | 0.85× | |
| 17 | Cantabria | ~100K | 0.80× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | IBEX 35 | Business & Career | 3.76× | ||
| 02 | Movistar | Technology & Electronics | 3.73× | ||
| 03 | Monarchy | Politics & Society | 3.48× | ||
| 04 | La Caixa | Business & Career | 3.41× | ||
| 05 | Broadcasting | Movies & TV | 3.16× | ||
| 06 | El Mundo Deportivo (newspaper) | News | 3.02× | ||
| 07 | X | Internet & Social Media | 2.93× | ||
| 08 | Social network | Internet & Social Media | 2.91× | ||
| 09 | Iberia (airline) | Travel & Leisure | 2.89× | ||
| 10 | AliExpress | Shopping | 2.86× | ||
| 11 | Video | Movies & TV | 2.74× | ||
| 12 | Science | Business & Career | 2.74× | ||
| 13 | Android (operating system) | Technology & Electronics | 2.74× | ||
| 14 | Philosophy | Business & Career | 2.55× | ||
| 15 | Hotels | Travel & Leisure | 2.51× | ||
| 16 | Current events | Arts & Culture | 2.50× | ||
| 17 | Child | Kids & Family | 2.44× | ||
| 18 | Leisure | Travel & Leisure | 2.38× | ||
| 19 | Magazines | Literature | 2.34× | ||
| 20 | Televisions | Technology & Electronics | 2.32× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.70× | |
| Price Sensitivity | PREMIUM | 1.43× | |
| Creativity | OPEN | 1.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.56× | |
| Individualism | JOY | 0.60× | |
| Risk Appetite | THRILL | 0.68× |
WhatsApp has an estimated audience of 13,075,966 people in Spain, concentrated in Catalonia and Andalusia.
59.5% of WhatsApp fans are female, 40.5% are male, with an average age of 43.9 years.
WhatsApp fans show strongest brand affinity for Monarchy (3.48×), IBEX 35 (3.76×), and Social network (2.91×) over the country average.
WhatsApp fans in Spain are most concentrated in Catalonia (reach ~3M), Andalusia (reach ~3M), and Community of Madrid (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on IBEX 35 (3.76×), Social network (2.91×), Iberia (airline) (2.89×), and Video (2.74×) 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 WhatsApp. 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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