Spanish Internet users have criticized the change of course made by Elon Musk on ‘X’, a social network known until recently as Twitter. According to the ranking of the most visited websites in Spain during the period January to November 2023, prepared by the consulting firm GfK DAM, the old blue bird platform has reduced the number of unique users by 7% compared to the data from the last year, with almost 21 million unique users on Spanish soil.
The new name of the company, the changes in the marketing of verified users, the massive layoffs in the multinational and the reputational impact projected by the controversial personality of the multifaceted Musk have reduced the attractiveness of an Internet giant that has now declined. The new competition from Threads has not yet taken away significant market share from X due to its recent emergence, but it will not take long to do so given the brilliant trajectory of Meta’s proposal.
Google and YouTube, Alphabet icons, lead the Spanish online audience ranking, with a monthly average of unique users of 38.6 and 35.7 million, respectively. The search engine has improved its figures by 2.8%, while the video portal has increased by 0.6%, from one year to the next. For its part, the sum of Meta’s three main products is close to one hundred million unique users in Spain (98.3 million, exactly), thanks to the best year-on-year performances of Whatsapp (with 34.6 million loyal users), Facebook (33 million) and Instagram (30.7 million).
Behind the three ‘flagships’ of Meta appears Amazon, with 30.5 million unique users, 0.4% more than in 2022, while Microsoft has the second largest year-on-year increase in the Spanish Top Ten, with almost 27 million unique users and an increase of 3.1% compared to last year. The best evolution among the online giants in Spain corresponds to TikTok, with 20.8 million users, but with a 21.1% improvement. At the same time, Aliexpress is in eighth place in the ranking, with almost 21.8 million unique usersahead of the aforementioned X, and with more than double the Linkedin audience, of just over 11 million.
In the travel category, Booking rules, with more than 11 and a half million unique monthly users, ahead of Tripadvisor, Renfe, Airbnb and Skyscanner. By gender, they prefer to access Renfe to search, organize and purchase their tickets, compared to Skyscanner, which is the favorite among women. In terms of age, the great adoption of Airbnb by millennials stands out, with an affinity 65% higher than the rest of the population.
In it financial services rankingand according to the same GfK DAM data, the list of financial websites and applications is led by CaixaBank, with more than 11 million unique monthly userswhile BBVA is close to 10.5 million and Santander exceeds 7 million.
Among delivery and restaurant platforms, Burger King tops the sector ranking, with 5.5 million unique monthly userscompared to McDonald’s (3.9 million), almost the same figure as Just Eat, where the high presence of male users stands out.