Our research conducted with a sample of Spanish users aged 18–64 shows that social media continues to be a strong and influential digital engagement ecosystem across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) may differ significantly. A platform with moderate reach can still deliver very high daily engagement — or the reverse. For complete datasets, sample bases, and the full report, Datambar can be contacted. Insights below are shared in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Instagram leads daily engagement: Daily usage reaches 89%, especially strong among users aged 18–24 (94.4%) and 35–44 (92.1%) — reaffirming its importance as a visual‑first platform.
• TikTok dominates among younger demographics: Daily usage stands at 76%, with exceptional engagement among ages 18–24 (89.5%) and strong engagement among 25–34‑year‑olds (80.8%).
• YouTube maintains stability and broad reach: Daily usage is 73%, especially high among men (83.5%) and strong among ages 18–24 (78.9%).
• Facebook remains solid among mature segments: Daily usage reaches 78%, peaking at 89.4% among men and 89.7% in the 35–44 age group.
• X (Twitter) performs strongly for news and commentary: Daily usage reaches 74%, with very strong engagement among women (82.6%) and particularly high usage among users aged 25–34 (86.7%).
• Telegram gains traction among mature users: Daily usage reaches 61%, especially strong among men (70.8%) and users aged 35–44 (80%).
• Pinterest remains female‑oriented: Overall usage is 20%, rising to 28% among women. Daily usage reaches 34% — a strategic platform for lifestyle content.
• Twitch and Reddit attract niche digital communities: Daily usage stands at 35% for Twitch and 50% for Reddit — particularly strong among younger gaming and tech‑savvy audiences.

🎯 Strategic Recommendations

• Broad reach and daily engagement: Instagram + YouTube
• Youth targeting: TikTok + Instagram
• Female‑focused campaigns: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Reddit
• Mature audiences: Facebook + YouTube + Telegram