Social media use in Spain has reached maturity. This is confirmed by the 2025 Annual Social Media Study by IAB Spain, produced together with Elogia, which analyzes the evolution, habits and perceptions of digital users. With 86% penetration among internet users aged 12 to 74 —more than 32 million active users— social media is establishing itself as an essential environment for communication, entertainment and digital consumption.
The study notes that user growth has levelled off, holding at levels similar to recent years. Spain is in a phase of digital maturity, where the challenge is not to add users, but to retain them and increase their engagement.
The most used platforms are still WhatsApp, Instagram and YouTube, which lead every stage of the digital funnel: awareness, use and preference. WhatsApp is still the most recognized network and the most used daily, while Instagram strengthens its position as the preferred visual, social and advertising channel.
The rise of emerging networks
The study also points to growing interest in new platforms such as Bluesky or Reddit, especially among younger audiences and early adopters. However, their penetration is still a minority one compared with the established giants of the Meta ecosystem.
One relevant figure: 33% of users have left a social network in the past year, with X (Twitter) the most affected among adults, and Facebook among young people.
How we use social media
The main reasons for using social media remain stable:
- 81% for entertainment
- 66% to interact with friends, brands or communities
- 55% to stay informed and follow the news
Women stand out for using social media more as a source of inspiration and trends, while men use it more to meet people. Young people aged 18 to 30 are the most active users, both in the number of networks used and in daily time connected (more than an hour a day).
Brands, influencers and social commerce
35% of users follow brands on social media, mainly for entertainment or inspiration. interaction with brands is growing compared with 2024, and 48% look for information on social media before buying, especially on YouTube (45%) and Instagram (43%).
Even so, only 16% have bought directly on social media, although interest in live shopping and integrated purchases is on the rise, above all in categories such as fashion and beauty.
As for influencers, 39% of users follow one and Instagram is establishing itself as the main platform for doing so. Perceived credibility is rising, although so is the feeling that their messages are excessively promotional.
Advertising and content generated with AI
40% of users find social media advertising useful and relevant, although personalization does not quite convince: only 23% rate it positively. Younger generations accept it better than older users.
As for artificial intelligence, 94% of users have not yet used it to generate content, although future interest is high. What is more, 80% believe AI-generated content should be clearly labelled to avoid confusion.
What industry experts think
Marketing and communication professionals still use social media mainly to:
- Building brand awareness (53%)
- Serving customers (44%)
- Selling and answering questions (43%)
Branded content and competitions/giveaways are the formats that generate the most interaction and web traffic. As for advertising spend, Instagram and YouTube lead companies’ preferences, overtaking Facebook for the first time.
The IAB Study reflects an environment of maturity and diversification in social media use. The classic platforms hold on to their lead, but new behaviours are emerging tied to AI, social commerce and authentic content. Brands must adapt to more demanding users, who value relevance, transparency and personalization without intrusion.
In short, we are heading towards qualitative rather than quantitative evolution: social media is not growing in users, but in experiences, formats and opportunities for real connection between people, brands and communities.