According to the third “Wave of the Social Networks Observatory” ofThe Cocktail Analysis, which analyzes the evolution of communities and social networks among Spanish Internet users and their habits and attitudes towards them,Facebook is “the social network” par excellence, with 78% of Internet users as users. Tuenti, with 35% penetration, is experiencing a moment of consolidation, while Twitter takes off from 9% (2009) to 14% of Internet users of this microblogging network.One in 4 network users declare their willingness to use a new account on a social network, highlighting mainlyTwitter as “the next destination”most desired.
Thedaily access to social networks via mobileit skyrockets: while in 2009 only 9% accessed daily mobile social networks, it rises to 29% in this edition of the study. Although Facebook is the most visited network in mobility, Twitter is the one that most invites the transfer of use to mobile support (of all Twitter users, 40% access this network via mobile Internet). Regarding its use, although these types of platforms continue to favor thehypercommunication(more intense and more extensive communication), there is a tendency toincreasingly use social networks to share and access content.
Another curious fact that emerges from the study is thatthere is a slight female predominance on Facebook, while there are more male users on “traditional” communication platforms (YouTube, forums and blogs), as well as on LinkedIn and Twitter.
Besides,45% of Internet users participate in a network or community with a specific topic. Familiarity with pure networks facilitates access to themes: half of the users of pure networks also use thematic networks, while among those who do not belong to pure social networks only a third use thematic ones. Among the most prominent are those related to training or professional disciplines, followed by hobbies, especially sports, leisure and music, such as Spotify.
Social media abandonment
Four out of 10 accounts opened on social networks are non-active accountsEither because they have been closed or because, although they remain open, they have stopped being used. Among the general reasons for abandonment arethe “zombie accounts”: accounts that are opened and without experience with them, are closed, without being tested.
On the other hand, the study reveals that among those who left Facebook, in addition to reasons common to all social networks such as “lack of usefulness”, there is a “feeling of lack of privacy” and “loss of control”. OnTwitterHowever, theabandonment or disuse caused by the perceived difficulty in using this network. Furthermore, it is a platform that “seduces” the user in terms of image: it is associated with an aspirational profile, the world of celebrities and the media, with messages of special relevance and sophistication. “Famous people tell things, but what am I going to tell?” Say the respondents.
