Advertise in Spain

Spain has an internet penetration of 82.2% so based on their total population of 46,064,604 people 37,865,104 are online, leaving 8,199,500 non-internet users.
Compare this to the Europe region which has an internet penetration of 73.5% with a total online population of 604,147,280 for the region as a whole.

Advertise in Spain 2017-09-12T16:07:03+00:00

Spain’s internet advertising sector is a $1,899.1M industry, segmented as follows:

Display Advertising

amounts to $363M (19.11% of the total) and will grow by an annual CAGR of

11.11%

Video Advertising

amounts to $116.1M (6.1% of the total) and will grow by an annual CAGR of

32.27%

Search Advertising

amounts to $965.2 (50.82% of the total) and will grow by an annual CAGR of

4.18%

Social Media Advertising

amounts to $319.7M (16.8% of the total) and will grow by an annual CAGR of

-3.62%

48% of the population (22,111,009) are on social media, they spend an average of 1.6 hours per day on social platforms, 41% of them use their mobile devices to access social platforms which makes sense because 87% of the population has a mobile phone.

Classifieds Advertising

amounts to $135.2M (7.1% of the total) and will grow by an annual CAGR of

3.02%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $965.2M of the total in 2020.
Spain’s annual growth:

+6%

internet users

0%

active social media users

-1%

mobile subscriptions

+7%

active mobile social users

Digital Device Ownership

96%

mobile phone

80%

smart phone

73%

PC

38%

tablet

16%

TV Streaming Device

N/A

Handheld Gaming Console

12%

E-Reader Device

2%

Wearable Tech Device

Time Spent with Media

3h 47m

Average daily use of the internet (PC/Tablet):

1h 55m

Average daily use of the internet (Mobile):

1h 36m

Average daily use of social media (any device):

2h 25m

Average daily use of television:

Frequency of Internet Use

86%

Every day

11%

Once per week

2%

Once per month

<1%

Less than once per month

Share of web traffic by device 

62%

PC

32%

Mobile

7%

Tablet

0.07%

Other devices

Top Active Social Platforms 

44%

Facebook

24%

Facebook Messenger

13%

Skype

11%

Google+

14%

LinkedIn

24%

Twitter

15%

Instagram

9%

Pinterest

8%

Line

Mobile Activities

51%

Mobile Messengers

38%

Watching videos

25%

Playing games

33%

Banking

39%

Maps

E-Commerce By Device (past 30 days)

57%

Purchased a product or service online

66%

Searched online for a product of service

61%

Visited an online retail store

52%

Made an online purchase via PC

27%

Made an online purchase via Mobile

Spain is one of the countries which has lower total internet advertising growth and lower mobile internet penetration.
Only a handful of countries have relatively low mobile internet penetration coupled with low growth in total internet advertising revenue. Internet speed is one of the contributing factors. Nevertheless, these countries are still expected to have mobile internet penetration rates above 60% in 2019.
Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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