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Research by The Cocktail Analysis and Arena Media has found differences in how social media users follow brands in Spain.
The study found that there were differences in the types of brands that users were most likely to follow between different social networks and also between users’ age groups.
On Facebook, leisure and culture, fashion, media, food and technology brands were most popular amongst 18 to 30 year olds. For 31 to 60 year olds, however, fashion came top rather than leisure and culture.
On Twitter, media, leisure and culture, technology, sports and auto, and fashion were the top 5 brand types. Amongst the older age group, however, technology came top rather than media.
On Instagram, fashion, leisure, care and health, travel and food were most popular. This was the same amongst both age groups.
Social media is popular in Spain, with an estimated 60% of internet users in the country being a member of a social network.