How many people use Facebook in Spain?

For years, Facebook has been one of the most popular social networks worldwide. However, in Spain, as in other countries, it has seen a gradual decline in user numbers. Despite this, Facebook remains a platform with a significant user base and relevance, particularly among certain demographic groups.

Evolution of Facebook Usage in Spain

In recent years, Facebook's user base has declined steadily:

• In 2022, Facebook lost approximately 600,000 users compared to 2021, a decrease of 2.76%.
• By early 2024, Facebook had around 19.05 million users in Spain, representing 40.1% of the country’s population.

This reflects a generational shift, where younger users prefer emerging platforms like Instagram, TikTok, or YouTube.

Demographic Profile of Facebook Users in Spain

Facebook's user profile has evolved towards a more mature audience:

• 50.45% of users are between 40 and 64 years old.
• Users aged 18 to 39 represent 38.19%, showing a consistent decline.
• Users over 65 have slightly increased, reaching 11.08%.
• Teenagers (13 to 17 years) account for just 0.6% of total users in major cities.

• 52.3% of users are women, and 47.7% are men.

These statistics highlight Facebook’s predominance among older audiences, making it an advantageous platform for businesses targeting this demographic.

Facebook Usage Habits in Spain

While Facebook remains one of the most used social networks in Spain, usage habits have significantly changed:

• Time spent: Users spend less time on the platform, opting for more visual and dynamic networks like Instagram or TikTok.
• Interaction: Although engagement has declined, Facebook is still relevant for sharing extensive content, events, and interest groups.

Strategic Reflection: Facebook Still Matters

Despite the decline in user numbers, Facebook remains a vital platform with a significant active user base, especially in age groups where other networks lack penetration.

For businesses, if their target audience matches Facebook's demographic profile, this platform remains crucial in their digital marketing strategies. Combining organic content with campaigns through Meta Ads can yield highly effective results.