In 2023, the social network landscape showed TikTok surging by about 21 percent, solidifying its status as a favorite among younger audiences. Facebook, by contrast, held steady as the most mature platform, while X (formerly Twitter) experienced a notable dip of around 7 percent in usage.
Google remains the leading gateway for online activity, with roughly 38.5 million monthly unique users reported by year’s end. It is followed closely by YouTube, which attracts about 36 million monthly users. Among shopping and commerce sites, Amazon and AliExpress appear prominently, each drawing around 34 million active users per month.
The findings come from a Spain-focused study on internet usage published today by Gfk Dam, a firm that analyzes digital consumption patterns. The study ranks the most-used social networks as Facebook, WhatsApp, Instagram, X, TikTok, and LinkedIn in that order, underscoring a broad spectrum of platform preferences across age groups.
Age groups show distinct platform affinities: Facebook users tend to be aged 45 to 64, while LinkedIn is favored by the so-called Generation Y, born in the last two decades of the 20th century. TikTok resonates most with Generation Z, those born in the 21st century, reflecting a generational split in social media consumption.
Gender patterns also emerge in the data. Instagram features a higher share of female users, whereas X tends to be more popular among men. The same study notes strong web activity across travel-related sites, with Booking.com leading the pack at about 11.5 million monthly visitors, followed by TripAdvisor, Renfe, Airbnb, and Skyscanner as frequent access points for travelers.
Turning to financial pages and apps, CaixaBank tops the list with over 11 million monthly unique visitors, followed by BBVA at roughly 10.5 million, Banco Santander exceeding 7 million, ING surpassing 6 million, and Sabadell approaching 4 million. These figures highlight the continued importance of online financial services in consumer behavior.
Within lifestyle, gastronomy, and trend-focused platforms, Directo al Paladar stands out with more than 6 million monthly visitors. It is followed by a spectrum of content brands covering current affairs, fashion, beauty, Vanitatis, Lecturas, and Trendencias, illustrating diverse interests in digital media consumption.
In the realm of dining and food delivery, the recurring names across the top lists include Burger King, Just Eat, McDonald’s, Too Good to Go, and Glovo, pointing to sustained consumer demand for quick-service meals and efficient food distribution services.
Overall, the study paints a multifaceted picture of how audiences in Spain interact with social networks, streaming platforms, search engines, travel sites, finance portals, and lifestyle outlets. The results emphasize staying current with evolving user preferences, platform roles, and the way seasonal trends and demographic shifts shape online behavior (Source: Gfk Dam study on internet usage).”}