On the occasion of World Social Networks Day, which is celebrated on June 30, GfK DAM, the official measurer of digital consumption in Spain, has prepared an analysis on the use of these platforms. Among its conclusions, it stands out that consulting social networks is the preferred digital activity of Spaniards, at least in terms of time spent: each user spends 27 hours and 38 minutes monthly, which represents a quarter of the total time on the Internet.
In addition, data from the analysis carried out by Gfk DAM, corresponding to May 2026, reveal that these platforms bring together more than 39 million unique monthly users, presenting coverage that is 0.5% lower than the previous year. Although this is a minimal drop, it is the first time in years that social networks have slowed their growth and recorded a decrease in this metric.
In the words of David Sánchez, Director of GfK Media: “The use of social networks is the favorite activity of Spaniards. What we observe is that coverage seems to have already found its maximums, and it is likely that new consumption such as AI will also end up affecting attention, linked to consumption time.”
The mobile phone as the main window to the social world
This analysis also reveals the moments that concentrate the most activity: Friday is the day of the week with the greatest influx of users on social networks, with nearly 37 million unique users, in addition to being the day in which the most time is spent.
On the other hand, the time slot in which the most access is detected is between 1 and 6 p.m., hosting almost 38 million unique users.
Consumption is carried out mainly through mobile phones. Spanish users choose the smartphone as their access window, connecting on average 26 hours and 47 minutes a month to social networks from this device.
Great activity among generation Z and millennials
Although the use of social networks is transversal in society, young people lead the intensity of consumption, far exceeding the population average. Generation Z is the one that spends the most time on social platforms: 40 hours and 23 minutes per month per person. They are followed by the youngest millennials (between 25 and 34 years old) with an average of 36 hours per month. On the opposite side are those over 65 years of age, who register moderate use with 19 hours and 28 minutes per month.
On the other hand, equal consumption is observed between the sexes, although there are clear affinities: women lead the time spent using Instagram, TikTok and Pinterest, while men show greater affinity and permanence on X and Reddit.
Meta leads the ranking and TikTok consolidates its position on the podium
The Meta ecosystem continues to dominate the national panorama with Instagram, which has more than 35 and a half million users, and Facebook, which has more than 34.3 million. TikTok is positioned as the third platform with the largest audience, reaching an audience of 30 million, 11% more than last year.
The notable increase of Reddit stands out, which almost reaches 13 million users, which translates into a year-on-year growth of 41%. The top positions in the ranking are completed by LinkedIn (11.9 million uu) and Pinterest (11.8 million).
The sharp decline of Followed by Threads are Snapchat and Steam with a significant difference in their number of users, both with more than 2 million unique users.
The notable increase of Reddit stands out, which almost reaches 13 million users
Furthermore, compared to previous years, the absence of some platforms such as OnlyFans, whose digital audience exceeds 1.8 million, stands out.
Asturias leads regional network consumption
Finally, it is worth highlighting some differences in terms of autonomous communities. Asturians are the ones who dedicate the most time to social networks, exceeding the national average with almost 30 and a half hours per month. They are followed by the Balearic Islands, Andalusia and La Mancha, with 30 hours and 6 minutes, 29 hours and 38 minutes and 29 hours and 36 minutes respectively.
In contrast, people from Madrid (25 hours), Basques (26 hours and 2 minutes) and Catalans (26 and 13 minutes) are the least active in terms of time invested.
