WhatsApp Audience in Spain
WhatsApp has an estimated audience of 13,075,966 people in Spain. 59.5% are female, 40.5% are male, average age 43.9. Top regions: Catalonia, Andalusia, Community of Madrid. Top brand affinities: Monarchy, IBEX 35, Movistar, Social network, Iberia (airline).
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, Movistar, 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 Need for Security, Social Media Usage. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of WhatsApp fans
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 43.9 |
| Estimated audience size | 13,075,966 |
Audience persona
The typical WhatsApp fan in Spain is more female, around 43.9 years old, with strong Need for Security tendencies and a notable affinity for Monarchy.
Top regions in Spain
| Region | Reach | Affinity |
|---|---|---|
| Catalonia | 2,927,198 | 1.24× |
| Andalusia | 2,780,811 | 1.08× |
| Community of Madrid | 2,392,479 | 1.09× |
| Comunidad Valenciana | 1,630,521 | 1.11× |
| Canary Islands | 633,169 | 0.97× |
| Galicia | 595,351 | 0.97× |
| Castilla-La Mancha | 566,293 | 1.07× |
| Region of Murcia | 547,119 | 1.22× |
| Castile and León | 527,530 | 0.92× |
| Basque Autonomous Country | 413,990 | 0.85× |
| Aragon | 361,347 | 1.05× |
| Balearic Islands | 329,334 | 0.9× |
| Extremadura | 302,073 | 1.07× |
| Principality of Asturias | 266,123 | 0.86× |
| Navarre | 147,165 | 0.9× |
| Cantabria | 131,963 | 0.8× |
| La Rioja | 76,792 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Monarchy | 3.48× | Politics & Society |
| IBEX 35 | 3.76× | Business & Career |
| Movistar | 3.73× | Technology & Electronics |
| Social network | 2.91× | Internet & Social Media |
| Iberia (airline) | 2.89× | Travel & Leisure |
| Video | 2.74× | Movies & TV |
| X | 2.93× | Internet & Social Media |
| La Caixa | 3.41× | Business & Career |
| Science | 2.74× | Business & Career |
| El Mundo Deportivo (newspaper) | 3.02× | News |
| Child | 2.44× | Kids & Family |
| Hotels | 2.51× | Travel & Leisure |
| Magazines | 2.34× | Literature |
| Leisure | 2.38× | Travel & Leisure |
| AliExpress | 2.86× | Shopping |
| Televisions | 2.32× | Technology & Electronics |
| Android (operating system) | 2.74× | Technology & Electronics |
| Philosophy | 2.55× | Business & Career |
| MSN | 3.36× | News |
| Current events | 2.5× | Arts & Culture |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.49 |
| Social Media Usage | JOY | 1.3 |
| Community Orientation | OPEN | 1.19 |
| Family Orientation | CONSERVATISM | 0.95 |
| Indulgence | JOY | 0.94 |
| Pet Ownership | JOY | 0.87 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 7.7% |
| United States | 4.3% |
| Brazil | 4.2% |
See WhatsApp audiences in other countries
More Social media audiences in Spain
Frequently asked questions
How many fans does WhatsApp have in Spain?
WhatsApp has an estimated audience of 13,075,966 people in Spain, concentrated in Catalonia and Andalusia.
What is the gender split and age of WhatsApp fans?
59.5% of WhatsApp fans are female, 40.5% are male, with an average age of 43.9 years.
Which brands do WhatsApp fans like most?
WhatsApp fans show strongest brand affinity for Monarchy (3.48×), IBEX 35 (3.76×), and Movistar (3.73×) over the country average.
Where do WhatsApp fans live in Spain?
WhatsApp fans in Spain are most concentrated in Catalonia (reach 2,927,198), Andalusia (reach 2,780,811), and Community of Madrid (reach 2,392,479). These three regions account for the largest share of the active audience.
What other brands do WhatsApp fans also like?
Beyond WhatsApp itself, the audience over-indexes on IBEX 35 (3.76×), Movistar (3.73×), Social network (2.91×), and Iberia (airline) (2.89×) compared to the Spain average.
How to read this data
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.
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.