According to the responses given by users in relation to how much time they spend on social networks , the intensity of use stands at an average of 1 hour and 8 minutes per day . This figure is only one minute above that of 2023 (1h 7 minutes) and, although merely anecdotal, it is the first increase in intensity of use since 2021. The history of this data has evolved as follows: in 2020, 1h 19min was spent on networks, in 2021 it was 1h 21min, and in 2022 it was 1h 10min.
Likewise, women are the ones who spend more time on social networks per day , an average of 1 hour and 10 minutes . While men spend 1 hour and 6 minutes on them. When segmenting by age ranges, we find that people from 18 to 24 years old are those who have a higher intensity of daily use (1 hour 29 minutes). They are followed by users between 25 and 34 (1 hour 21 minutes) and those between 12 and 17 (1 hour 10 minutes).
Slide from IAB Spain's 2024 social media austria number data study showing the intensity of daily use in Spain
As for the social networks on which we spend the most time per day, Spotify remains in the lead with an average daily usage of 1h 40min . The rest of the ranking experiences numerous variations compared to 2023.
TikTok moves up from fifth to second place with an average daily usage of 1h 26min and WhatsApp (1h 24min) closes the top 3 after moving up one position. Meanwhile, YouTube climbs two positions and users spend an average of 1h 23min daily on this platform.
The most notable drop is Twitch (1h 22min) , from second to fifth place, and Discord (58min) , from third to eighth.