A. Guttmann
Research Lead covering media
Media usage in Spain - statistics & facts
People in Spain spend more than eight hours per day using various media. That is a third of a day, as much as the recommended sleep time. The most popular media and the most time consuming for Spaniards are the internet and television, the former commanding over five hours of daily entertainment time and the latter amounting to three hours. At the same time, following a similar global trend, print media, such as newspapers and magazines are fading into oblivion, as the internet is becoming a one stop shop for all kinds of media and entertainment
All in all, media consumption habits in Spain are in line with trends around the world, where online entertainment, with its ease of access and diversity of choices, is increasingly more appealing than traditional media.
Digital media to rule them all
The digitalization of media usage comes as no surprise, seeing that the internet has the highest penetration rate among other media in Spain, rivaled only by television. Not only is the internet a popular medium, but a large amount of people in Spain have access to mobile internet, which makes media and entertainment consumption easier to access whilst on the go. The most popular reason to go online is to find information and stay on top of current events and news. However, more than half of respondents from Spain also said they used the internet to watch video content (TV shows, movies and clips) and to listen to music. At the same time, reading physical copies of newspapers and magazines is losing its appeal. The digital counterparts of print media prove to be more popular, especially among younger generations, with more than 40 percent of 35-44-year-old Spaniards reading digital newspapers and over 20 percent of them reading digital magazines.Traditional media not yet forgotten
Digital media consumption growth notwithstanding, offline media is not dead yet. Two thirds of Spanish consumers watch TV via traditional devices on a daily basis, while only 25 percent say they do so via the internet. Similarly, FM radio listening, while generally decreasing, is still more popular than online radio. Also, when it comes to literature, print remains the preference among Spanish readers, as this book format is chosen by more than a third of consumers.All in all, media consumption habits in Spain are in line with trends around the world, where online entertainment, with its ease of access and diversity of choices, is increasingly more appealing than traditional media.
