Below are some of the highlights; you can find the full document in Spanish on Comscore's Website.
- More and more content consumed on various devices – mobile has become a very popular way to view content
- Spain is the European leader in Smartphone use with 66% market penetration (followed by the UK with 64% and Italy and France with 53%)
- The number of consumers with a smartphone or tablet has increased 70% in one year
- Tablet use has increased 11% in one year, with over 4 million users
- Social media usage on PC decreased, while access via mobile increased 45%
- Consumers now experiment with buying via mobile – 10% for purchases and 16% to compare products. Apple is the most popular smartphone with which to do so.
- Europeans spend 26.9 hours online per month
- Over 35% of mobile users in Spain are under 35 years old
- 17 million Spaniards use their computer to access the internet per day, a 9% increase over last year
- Online audience:
- Most users between 25-44 years old
- Ages 15-24 and 45-54 same number of users; over 45 is the age group that most grew versus the previous year
- 52% male / 48% female
- Google is the most popular operating system by far with nearly 60% of market share
- Online categories with most growth are Women’s Magazines and Automotive
- Video from PC only increased 0.6% but watching video via mobile increased 164% over the past year. Google leads the sites by far.
- Most online display impressions dominated by Proctor & Gamble with 202 million, Carlsberg with 45 million, L’Oreal with 36 million
- Most impressions come from Social Networks (31%) followed by News (14%)
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