西班牙社交媒體用戶分析報告：X (Twitter)推特-外文版培訓(xùn)課件2024.7temu小米SU7

CONSUMERS&BRANDSSocial

media:

X

(Twitter)

users

inSpainConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofX(Twitter)

users

inSpain:whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,the

report

allows

thereader

tobenchmark

X(Twitter)

users

inSpain(’’brandusers’’)againstSpanish

social

media

users

ingeneral(’’category

users’’),

and

the

overall

Spanishconsumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Spain)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

32%,

X

(Twitter)

is

one

of

the

top

5

social

networks

in

SpainManagement

summary:

brandusageand

competitionTop10

most

used

social

networks

inSpainInstagramFacebookYouTubeTikTok74%68%66%50%X(Twitter)LinkedInPinterestTwitch32%22%19%15%SnapchatReddit8%4%4Notes:"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

Base:n=3,033

social

media

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsX(Twitter)

hasahighshareof

users

that

Ahappy

relationship

isanimportantItstands

out

that32%

ofX(Twitter)users

areexcited

aboutusingthemetaverse.86%

ofX(Twitter)

consumers

are

alsoactiveon

Instagram.arepartof

Generation

Zcompared

tothe

total

onlinepopulation.aspect

of

lifefor

52%

of

X(Twitter)users.X(Twitter)

users

remember

seeing

adsinvideo

portalsmore

often

than

othersocial

media

users.X(Twitter)

ismore

popularamong

male

Science

andtechnology

are

relatively20%

ofX(Twitter)

users

are

innovatorsor

early

adopters

ofnew

products.social

media

users

than

female

socialmedia

users.prevalent

interests

of

X(Twitter)

users.Tech

or

computers

arerelativelypopularhobbiesamong

X(Twitter)users.Arelatively

highshare

ofX(Twitter)users

think

thatimmigration

is

anissuethatneeds

to

beaddressed.X(Twitter)

hasalarger

shareof

userswith

ahigh

income

than

other

socialnetworks.X(Twitter)

users

aremore

likely

toliveincitieswith

over

1million

inhabitantsthan

theaverage

consumer.5Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+X

(Twitter)

has

a

high

share

of

users

that

are

part

of

Generation

Z

compared

tothe

total

online

populationDemographic

profile:

generationsAge

of

consumersinSpainBrand

users25%36%32%7%Category

usersAllrespondents21%32%39%8%18%33%41%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

is

morepopular

among

male

social

media

users

than

femalesocialmedia

usersDemographic

profile:

genderGenderofconsumersinSpainBrand

users60%40%Category

usersAllrespondents49%49%51%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

X

(Twitter)

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain35%30%29%24%24%22%16%15%

15%14%14%14%11%10%10%4%3%3%2%

2%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=978

X

(Twitter)users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

has

a

larger

share

of

users

with

a

high

income

than

other

socialnetworksDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users44%33%24%Category

usersAllrespondents33%33%33%33%34%33%HighMiddleLow10

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

doesnotinclude

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202438%

of

X

(Twitter)

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live38%34%

34%24%23%21%19%17%16%10%

10%9%8%

8%6%5%4%4%3%3%

3%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuchasWhatsApp.’’;

Multi

Pick;

Base:

n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

the

average

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain34%33%32%26%25%24%22%18%17%17%17%15%8%7%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:

n=978

X(Twitter)

users,n=3,033

socialmedia

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202410%

of

X

(Twitter)

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users10%87%3%Category

usersAllrespondents8%88%4%7%89%4%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;

Base:

n=978

X(Twitter)users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

an

important

aspect

of

life

for

52%

of

X

(Twitter)

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%59%57%52%52%52%35%35%34%33%35%30%34%33%27%30%28%27%22%19%22%21%20%16%15%19%17%7%

7%4%Anhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsLearningnew

thingsSafety

andsecurityHavingagood

timeTobesuccessfulAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Science

and

technology

are

relatively

prevalent

interests

of

X

(Twitter)

usersConsumer

lifestyle:

main

interestsTop10

interestsofX(Twitter)

usersinSpain66%66%56%56%

56%50%55%54%53%53%50%43%47%44%44%41%41%

42%37%41%40%40%37%35%35%34%33%33%29%

29%Movies,TVshows&musicTravelScience

&technologyFood

&diningSportsHealth

&fitnessFinance&economyPolitics&societyandcurrentworld

eventsHistoryFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=978

X

(Twitter)

users,n=3,033social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

X

(Twitter)

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofX(Twitter)

usersinSpain66%57%

57%54%

49%49%41%48%48%47%47%39%45%43%42%35%40%40%39%

40%34%39%38%37%35%33%33%32%32%

32%TravelingReadingTech

/computersSocializingDoing

sportsandfitnessOutdooractivitiesVideo

gamingCooking/bakingShoppingPetsBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

are

more

likely

to

go

running

or

jogging

than

other

social

mediausersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofX(Twitter)

usersinSpain30%27%25%24%24%21%21%19%19%18%12%14%13%13%10%13%13%13%13%12%11%9%

9%9%8%8%7%6%5%

5%Running/joggingHikingFitness,aerobics,

cardioSoccerCyclingBasketballTennisYoga

/pilatesSwimming/DivingDancingBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=608

X(Twitter)

users,n=1,631

social

media

users,n=6,647

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

are

more

likely

to

followsoccer

than

other

social

media

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byX

(Twitter)

usersinSpain48%35%

35%29%28%21%20%20%19%19%15%13%13%11%10%8%8%8%7%6%

6%6%6%6%5%

5%5%4%4%

3%SoccerBasketballTennisMotorsportsCyclingAthletics(track&

field)BoxingMixedMartial

ArtsHandballAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=515X(Twitter)

users,n=1,245

social

media

users,n=5,061

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

32%

of

X

(Twitter)

users

are

excited

about

using

the

metaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&social

mediainSpain57%50%50%32%31%25%23%21%

22%21%22%20%8%8%6%Idon’tmindadvertising

ifIgetIamexcited

aboutusing

Ihaveboughtproducts

Iuseadblockers

whenIoften

havedifficultydistinguishingthe

metaversebecause

celebrities

orbrowsing

theinternetfree

content

inreturn

(immersive

virtualworld)

influencers

advertisedthemadvertising

from

contentBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

social

media

platforms

do

you

use

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=978

X

(Twitter)

users,n=3,033social

media

users,n=2,030

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202420%

of

X

(Twitter)

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain39%38%

38%32%32%29%18%

18%17%13%11%10%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatsocial

media

platforms

do

youuse

regularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:

n=978

X

(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

X

(Twitter)

users

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoX(Twitter)

users59%58%64%58%53%61%61%60%60%58%58%51%51%57%56%54%52%52%41%42%46%37%38%42%41%40%39%39%37%36%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityUnemploymentEconomicsituationHousingEducationImmigrationPovertyClimatechangeCrimeBrand

usersCategory

usersAllrespondents23

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instantmessengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=978

X

(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202436%

of

X

(Twitter)

users

have

more

left

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users36%31%25%8%Category

usersAllrespondents32%27%27%13%34%28%26%12%LeftCenterRightPrefer

notto

answer24

Notes:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

social

media

platforms

do

youuseregularly?This

does

not

include

instant

messengers

such

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpoints86%

of

X

(Twitter)

consumers

are

also

active

on

InstagramMarketing

touchpoints:social

media

usageSocial

mediausageinSpain

by

brand100%86%80%68%74%

74%69%68%66%

66%62%50%

50%32%

32%33%22%

22%30%15%

15%19%25%19%11%10%8%

8%4%

4%X(Twitter)

Instagram

YouTubeFacebookTikTokLinkedInTwitchPinterestSnapchatRedditBrand

usersCategory

usersAllrespondents26

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:

n=978

X(Twitter)

users,n=3033

social

media

users,n=3033

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

tend

to

listen

to

digital

music

content

more

often

than

socialmedia

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks89%

86%85%81%67%79%70%

70%70%57%69%65%49%

49%63%

58%59%54%52%37%37%42%30%

29%34%

27%29%25%29%26%8%6%

6%TVDigitalvideocontentMovies

/cinemaOnlinenews

DigitalmusicRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspaperswebsitescontentBrand

usersCategory

usersAllrespondents27

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

social

media

platforms

do

youuse

regularly?This

doesnot

include

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;

Base:

n=978

X(Twitter)users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

remember

seeing

ads

in

video

portals

more

often

than

othersocial

media

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereX(Twitter)

usersinSpain

havecome

across

digital

advertisinginthe

past

4weeks54%46%45%44%41%41%40%37%36%

37%35%34%34%

34%30%29%29%27%27%27%26%23%23%22%22%21%20%

20%15%

15%Video

portalsSocial

media

Video

streaming

Onlinestores

Search

enginesservicesWebsitesandappsof

brandsMusicportalsVideo

gamesEditorialwebsitesandappsPodcastsBrand

usersCategory

usersAllrespondents28

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

social

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

asWhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024X

(Twitter)

users

remember

ads

they

saw

out-of-home

more

often

than

othersocial

media

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks68%64%

64%43%34%38%31%

31%37%29%37%36%29%32%31%28%20%22%21%21%18%17%

18%17%OnTVOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailDirectly

inthe

storeAtthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

social

media

platforms

do

you

use

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;Base:n=978

X(Twitter)

users,n=3,033

social

media

users,n=12,169

all

respondentsSources:

Statista

Consumer

Insights

Global

as