More than 90% percent of the Spanish internet population use the web for search and social networking, according to new data.
comScore has released a ranking of the top ten Web properties and categories in Spain based on the comScore Media Metrix audience measurement service for September 2010.
The data revealed that each of the top ten web properties in Spain have grown over the past year, with Facebook exhibiting the strongest growth with a 49 percent increase.
The most visited categories in Spain were Portals, which reached 99.5 percent of the total Internet audience, Search/Navigation (92.1 percent reach) and Social Networking (90.1 percent reach).
Microsoft and Google Lead Top 10 Web Properties, Facebook Shows Strongest Growth
In September 2010, Microsoft Sites ranked as the top property with 20.9 million unique visitors age 15 and older, reaching nearly 100 percent of the Spanish internet audience. Google Sites (which includes YouTube.com) ranked second with 19.6 million unique visitors, up 17 percent versus last year.
Facebook showed the fastest growth among the top ten properties with a 49 percent increase to 14.2 million visitors.
While the top five properties are comprised entirely of global Internet brands (Microsoft, Google, Facebook, Yahoo! and Wikimedia Foundation), the Spanish publishing house Grupo Prisa ranked sixth in the market.
Grupo Prisa grew 13 percent during the past year, attracting nearly 8.8 million visitors to its sites, which includes leading Spanish newspaper El País.
Additional companies in the top ten were Schibsted (which includes Anuntis, Infojobs and 20minutos) with 8.7 million visitors (up 15 percent), RCS Media group with 8.7 million visitors (up 12 percent), Terra Telefonica with 8.6 million visitors (up 19 percent), and social networking site Tuenti with 8.3 million visitors (up 21 percent).
*Starting October 2009 data, comScore reportable universe for Spain has moved from 15+ to 6+. To make sure growth rates are not inflated the above data trend is based on a 15+ universe.
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDA.
Search and Social Networking Among the Top Online Activities in Spain
In September 2010, more than 99 percent of the 23.1 million Spanish internet users age 6 and older accessed a property in the Portals category, most notably Microsoft and Yahoo!.
The Search/Navigation category also ranked near the top with 21.2 million users, followed by Social Networking with 20.8 million unique visitors.
*Excludes Corporate Presence, Promotional Servers and Platforms.
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDA.
“Spain is a growing Internet market where the audience is becoming more engaged and going online with greater frequency,” said General Manager for Iberia, Jaime Agulló. “One of the key drivers of this increase is the advancement of social media, with sites like Tuenti and Facebook becoming a more and more important part of Spanish Internet users’ daily lives, which of course presents additional opportunities for marketers and advertisers.”
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