Google is the most used internet platform in 2023, with more than 38 and a half million unique users per month in Spain, according to GfK DAM.
With the end of 2023 just around the corner, the time has come to reflect on the last 12 months, especially in a year where technology and electronic devices have accompanied us more than ever in our daily lives. That is why GfK DAM presents the “Wrapped Digital 2023”, a report that analyzes the internet browsing of Spanish society during 2023. These are the sites most visited by Spaniards, both on the web and in the app, of this 2023.
In the words of David Sánchez, who is the director of the Digital Solutions area at GfK, “following Spotify’s brilliant idea of viralizing the most listened to in the year, we present the most “browsed” in 2023, essential data that defines the trends of digital consumption in Spain.
Among the main conclusions drawn, it stands out that Google leads the ranking of the most used internet platforms during 2023, with more than 38 and a half million unique monthly users in Spain. TikTok is the social network that is successful among members of Generation Z, while Facebook is strongly positioned among the older ones.
Regarding travel planning, in Spain we mainly access Booking.com and, for our finances, we trust CaixaBank. Furthermore, GfK DAM highlights that among the most feminine websites and apps is Instagram, while X and Renfe are the favorites of men.
The most visited sites and apps on the internet by Spaniards in 2023
The “Wrapped Digital 2023” report highlights that Google is the most used internet platform this year, with more than 38 and a half million unique users per month in Spain. YouTube follows with 36 million. WhatsApp is crowned the most popular messaging app, with more than 34 and a half million users. The rest of the list is completed by social networks such as Facebook and Instagram and marketplaces such as Amazon and Aliexpress.
GfK DAM highlights the 21% growth of TikTok compared to 2022, and the stabilization and even decrease of networks such as Facebook (its consumption decreases by 0.4% compared to last year) and especially X, previously known as Twitter, which falls by 7%.
Meta’s social networks are the favorites of Spaniards
In the case of social networks, the two Meta platforms are the leaders. Facebook is positioned in first place, with more than 33 million unique users, followed by Instagram, with almost 31 million. They are followed by X (Twitter) and TikTok, reaching close to 21 million. LinkedIn closes the top 5 with just over 11 million users.
Facebook is positioned as the most mature social network, with users between 45-64 years old; LinkedIn is chosen by millennials, with this age group being 28% more interested than the population average, and TikTok is the favorite of Generation Z, showing an affinity that exceeds the rest of the population by 30%.
Regarding gender, the data indicates that Instagram is the most feminine, with 5% more users, compared to X, which stands out for the high presence of men (12% more compared to women).
Travel platforms: very consumed this year
In the case of the Travel category, Booking.com occupies first place with more than 11 and a half million unique monthly users, crowning itself as the most intergenerational tool, receiving visits from all age groups from 25 years.
In second place is Tripadvisor, chosen by the over 55 segment, with 20% more affinity. They are followed by Renfe, with more than 5 million unique visitors; Airbnb, with more than 3 million; and Skyscanner, with almost 2 and a half million.
By gender, men prefer to access Renfe to search/organize/purchase their trips, compared to Skyscanner, which is the favorite among women. In relation to age, the great adoption of Airbnb by millennials stands out especially, with an affinity 65% higher than the rest of the population.
The delivery platforms that succeed on the internet
Among the digital habits of the population, delivery and restaurant platforms occupy a very relevant role. Burger King, which leads the list with 5.5 million unique monthly users, in addition to being the reference site for Generation Z, along with McDonald’s (3,952,106 users per month).
An average of 3.9 million Internet users access Just Eat, which stands out for the high presence of male audiences, while Too Good To Go is the most female audience. Finally, Glovo brings together 3,239,473 users every month and is widely accepted among millennials.
The world of banking: the most visited on the internet in 2023
According to GfK DAM data, the list of financial websites and applications is led by CaixaBank, which has more than 11 million unique monthly users. They are followed by BBVA, the “most millennial”, with almost 10 and a half million; Banco Santander, with more than 7 million users; ING, with more than 6 million; and Sabadell, with almost 4 million, which is widely accepted among the silver public, that is, those over 55 years of age, 35% more interested than the rest of the segments.
The “Wrapped Digital 2023” highlights that Banco Santander is the one chosen by civil servant workers and ING is the most popular among single-person households. As for CaixaBank, it stands out for its parity, concentrating the same proportion of men as women each month.
“Lifestyle” triumphs in Spain
The analysis of the most visited on the internet in 2023 highlights that the portals specialized in Lifestyle are among the most consumed by Spaniards. The gastronomic website, Directo al Paladar, is crowned the most visited with more than 6 million monthly visitors, and the one chosen by those over 55 years of age, with an affinity of more than 40%.
In second place is the current affairs, fashion and beauty magazine, ¡Hola!, with almost 5 and a half million users, being the favorite mainly of women, with a 30% higher affinity. They are followed by the digital medium Vanitatis, with more than 4 million; the heart’s website, Lecturas, with almost 3.7 million, and in fifth place Trendencias, a portal specialized in fashion and trends in Spain, with more than 3 and a half million unique readers.
