Spain’s social users average 7.2 platforms, TikTok Shop jumps 25 points
A study by IAB Spain reveals that Spanish social media users now average 7.2 platforms, with 33.1 million users overall. The research highlighted a 25 percentage point surge in TikTok Shop's usage and indicated that 87% of users demand AI functionalities.
Key Takeaways
- IAB Spain’s 17th annual study puts Spain at 33.1 million social media users.
- Spanish users now average 7.2 social platforms per person, indicating broad multi-platform behavior.
- 42% of users quit at least one platform, showing notable churn alongside high platform usage.
- TikTok Shop usage rose 25 percentage points in the study.
- 87% of users say they demand AI functionalities in social media products.
Why It Matters
Spain’s social audience is fragmented across 7.2 platforms per person, while 42% have already dropped at least one service. That combination raises the bar for monetization and retention across social and video-adjacent products. The study also points to two concrete product signals: TikTok Shop’s 25-point usage jump and 87% of users asking for AI functionalities. For streaming and social platforms, those numbers suggest commerce and AI features are now part of user expectations, not side projects. The next data point to watch is whether TikTok Shop’s 25-point gain shows up in future IAB Spain measurements.
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