Since IMAGINA We have carried out the second study, in collaboration with the College of Marketing and Communication of Catalonia, on the use of social networks in Catalonia has revealed a positive trend in the adoption of these platforms.
The number of users has increased from 6.1 million in 2023 to 6.4 million in 2024, in contrast to the reduction of one million users in Spain. This evolution places Catalonia in a prominent position within Europe, aligning itself with regions with high digital penetration, especially in the north and west of the continent.
“This study reveals how social networks continue to transform the way in which Catalans communicate, consume information and buy. The growth of social shopping and the increase in daily use time are clear indicators of their growing relevance in digital strategies,” commented Dani Casanovas, CEO at IMAGINA, on the day of the study’s presentation at Palau Robert.
Uneven growth between platforms
The study shows that user growth has not been homogeneous between the different platforms. WhatsApp, Instagram, TikTok and LinkedIn have experienced a notable increase, while Facebook and. In particular, Instagram has established itself as the preferred social network for young people, while TikTok continues to gain relevance with a strong presence among the younger public and a growing impact on digital consumption.
“The data shows that Instagram and
More time on the networks
The average daily time dedicated to social networks in Catalonia has increased slightly, going from 2.2 hours in 2023 to 2.3 hours in 2024. This figure exceeds the average for Spain and Europe, demonstrating a growing involvement with these digital environments. WhatsApp, Instagram and TikTok are the platforms where users spend the most time, while Facebook and
“Generational preferences are a key factor in understanding the use of social networks. While young people dominate Instagram and TikTok, LinkedIn surprises with its growth among professionals,” added Dani Casanovas.
Changes in content consumption and trend toward “social shopping”
The study also highlights how social networks have become a key tool for accessing information in Catalonia. However, the consumption of leisure audiovisual content has surpassed current information, evidencing a change in audience preferences. Furthermore, “social shopping” has become established as a common practice: 84% of users make purchases through social networks, especially on Instagram and TikTok. This phenomenon is driven by Custom Algorithms and the Influence of Content Creators in purchasing decisions.
“Despite the saturation of content on some platforms, social networks continue to be fundamental for communication and marketing. The consolidation of social commerce reaffirms its central role in the digital ecosystem,” reported Mireia, manager of the Col·legi de Màrqueting i la Comunicació de Catalunya.
“Algorithms and content creators have a decisive role in current digital consumption, shaping user decisions and connecting brands with audiences more effectively,” Nia added in this regard, on the same day of the presentation at the Palau Robert.
Conclusions
The data from this second study reflect a constantly evolving scenario for social networks in Catalonia. The increase in users, the increase in time dedicated to these platforms and the evolution in the forms of digital consumption show new opportunities for brands and content creators.
In an environment where personalization and digital influence are gaining weight, marketing strategies will have to adapt to continue connecting with an increasingly digitalized audience!
