TWITTER USERS IN SPAIN_ AUDIENCE DEMOGRAPHICS Age and gender INDEX vs TOTAL ONLINERS
Male Female
21%
16-24
29%
25-34
46%
54%
28%
35-44
16%
45-54
55+
Source: Global Web Index Base: 6000 internet users Q3 2015
139
6%
113 96 81 59
* Index base=100 vs. average Spanish onliners.
TWITTER USERS IN SPAIN_ AUDIENCE DEMOGRAPHICS Social status INCOME
EDUCATION
University + Post graduate
20%
41%
TOP 25% income level
Index: 113
Index: 115 DECISIONS MAKERS
NUMBER OF CHILDREN
None
53%
1
2
21% 22%
3+
4%
Index: 110 Index: 89 Index: 96 Index: 75
Source: Global Web Index Base: 6000 internet users Q3 2015
95% Take part in shopping decisions
* Index base=100 vs. average Spanish onliners.
TWITTER USERS IN SPAIN_ TECHNOLOGICAL DEVELOPMENT Which of the following devices do you personally own? Index* PC /laptop
91.7%
103
Smartphone
90.7%
107
Tablet
65%
%
75
60%
Games console
Smart watch
114
118
AVERAGE (INDEX)
7.1%
135
117
7%
131
38.7%
Smart TV
Smart wristband (e.g. Nike Fuelband)
112
Source: Global Web Index Base: 6000 internet users Q3 2015
* Index base=100 vs. average Spanish onliners.
TWITTER USERS IN SPAIN_ TOPICS OF INTEREST Here is a list of topics that may interest you. Can you please indicate which of these you are strongly interested in? Film/Movies
Music Science and Technology Travel Food/Restaurants/Cooking Books/Reading News/Current Affairs TV Health and Fitness Fine arts/culture Sports Gaming Gadgets Wildlife/nature Fashion and style Politics Cars/Automobiles Beauty products Personal Finance / Investment
0 Source: Global Web Index Base: 6000 internet users Q3 2015
0.2
0.4
0.6
0.8 * Index base=100 vs. average Spanish onliners.
1
TWITTER USERS IN SPAIN_ INFLUENCE POWER Do people often ask your opinion about the following products / services? Games consoles Technology/gadgets Music Sports Online Services/applications Snack products Mobile phones Nights Out/socializing Non alcoholic drinks/soft drinks Fine arts/culture Politics Business Computers Environmental issues Alcoholic drinks Fashion/clothing Books Financial products Skincare/haircare/beauty Films Grocery products (food) Fast food Food/restaurants Grocery products (non food) Cars/automobiles Healthcare/pharmaceutical Travel/holidays
Source: Global Web Index Base: 6000 internet users Q3 2015
65
85
105
125
154
145
172
AVERAGE (INDEX)
130 165
185
* Index base=100 vs. average Spanish onliners.
TWITTER USERS IN SPAIN_ ATTITUDES AND LIFESTYLE To what extend do you agree/disagree with the statements bellow?
I n d ex *
79% When i need information, Internet is the first place to go
118
72% Once I find a brand I like I tend to stick to it
110
68% I like to try new products
118
47 % I l i k e t o s t a n d o u t i n a c r o w d
122
* Index base=100 vs. average Spanish onliners. Source: Global Web Index Base: 6000 internet users Q3 2015
TWITTER USERS IN SPAIN_ TWITTER USAGE How frequently do you use Twitter? / When during the day do you use Twitter?
FREQUENCY OF USING TWITTER
TIMES OF THE DAY
100% 80% Several times a day
75%
48% 60%
8% 5% 5%
0%
0%
Mobile users are 45% more likely to engage several times a day than those who connect on PC
Source: Nielsen Twitter Consumer Deep Dive Survey, July 2015, Spain Base: 1812 Twitter users in Spain
9pm - Midnight
Once a week Several times a month Once a month or less
6pm - 9pm
20%
3pm - 6pm
16%
Noon - 3pm
Several times a 25% week
9am - Noon
40%
7am - 9am
18%
Once a day
Midnight - 7am
50%
TWITTER USERS IN SPAIN_ TWITTER&BRANDS Please select the following types of Twitter accounts that you follow/ Have you done any of the following in the last 3 months?
BRAND FOLLOWERS: WHY THEY FOLLOW BRANDS
79% of users in Spain follow b r a n d s o n Tw i t t e r
39% 38% 37% 32% 30% 28% 27% 27% 25% 24% 23%
I like the brand To be notified of special offers/promotions/sales To stay up to date with news about the brand To learn about new product/service releases They Tweet interesting/entertaining content I'm a current customer
1 i n 2 o f Tw i t t e r users in Spain h a ve r e t w e e t e d brand contents in last 3 months
To take part in competitions/contests To get freebies For customer service and support To leave feedback about my experiences For access to exclusive content
0%
Source: Nielsen Twitter Consumer Deep Dive Survey, July 2015, Spain Base: 1812 Twitter users in Spain
10%
20% 30% 40% 50%
TWITTER USERS IN SPAIN_ TWITTER&BRANDS As a result of following brands/companies on Twitter, have you done any of the following?
AS A RESULT OF FOLLOWING BRANDS/COMPANIES…
43%
37%
36%
visited a brand website
looked at reviews/ recommendations
have searched for a brand online
Source: Nielsen Twitter Consumer Deep Dive Survey, July 2015, Spain Base: 1812 Twitter users in Spain
1 in 3
1 in 4
37%
have Tweeted found out more purchased information about brands/products about a positive experience a brand
TWITTER USERS IN SPAIN_ DUAL SCREENING Thinking about the last time you watched TV, which, if any, of the following devices did you also use to access the Internet at the same time? DUAL SCREENING DEVICES USAGE WHILE WATCHING TV
100 Tablet
123 100 Mobile
120 100 Laptop
109 Total online population (Spain)
Source: Global Web Index Base: 6000 internet users Q3 2015
Twitter users in Spain
TWITTER USERS IN SPAIN_ DUAL SCREENING The last time you were watching TV and using the internet, which of the following were you doing?
DUAL SCREENING ACTIVITIES DONE WHILE WATCHING TV
Sharing your opinion of a TV show
Interacting with the online content of the TV show
100 193 100 178 100
Checking social networks
Looking for information related to what I'm watching
142 100 131 Total online population (Spain)
Source: Global Web Index Base: 6000 internet users Q3 2015
Twitter users in Spain
TWITTER USERS IN SPAIN_ TV&TWITTER You mentioned you used Twitter whilst watching TV. How frequently do you do the following on Twitter whilst watching TV?
TV&TWITTER SIMULTANEOUS USAGE
56%
92%
Use Twitter during TV advert breaks
89%
Focus on Twitter whilst TV is on in the background
76%
Searched on Twitter for a brand/product seen on a TV advert
68%
Tweet about a TV advert during the TV show
use Twitter whilst watching TV
Source: Nielsen Twitter Consumer Deep Dive Survey, July 2015, Spain Base: 1812 Twitter users in Spain
TWITTER USERS IN SPAIN_ TV&TWITTER Which of the following best describes you? TV&TWITTER KNOWLEDGE ABOUT TV
Twitter Users
16%
27%
57%
43%
Non Twitter Users
6%
15%
Expert / Know a lot about TV
21%
79%
Pretty knowledgeable
Know a little / Don't care
Source: IPSOS MediaCT, June 2015 Base: Twitter Users 18-49 (n=589) and Twitter Non-Users 18-49 (n=431) June 2015
