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While Facebook continues to edge out WhatsApp as the most popular social media platform in Spain, one in five Facebook users said they were visiting Facebook less frequently in March 2017 than they were a year prior.
According to an April 2017 report by the Interactive Advertising Bureau Spain (IAB Spain), Facebook was used by 91% of social media users ages 16 to 65, while WhatsApp came in second at 89% of respondents.
WhatsApp users spent an average of over five hours per week on WhatsApp—more time than users of any other platform.
Some 41% of WhatsApp users in Spain said their WhatsApp usage in March 2017 was higher than a year ago. And unlike Facebook, just 6% said their time spent on WhatsApp had decreased.
With nearly 80% saying they were spending at least the same amount of time on Facebook in March of this year, it would be premature to say that Facebook has a big problem with losing users in Spain. But infrequent visits can lead to total disengagement over time.
Other platforms had more worrying figures.
A full 30% of Twitter users—the fourth most popular platform among social users in the survey, used by 50% of respondents—said they used it less frequently than last year. The majority of Snapchat users also said they used Snapchat less frequently.
eMarketer estimates that 61.9% of internet users and 45.0% of the population in Spain will be social network users in 2017. Both figures are low for Western Europe.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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