When analyzing the data regarding frequency of use, we find that WhatsApp remains the most used social network on a daily basis , with 93% of users using this social network doing so daily. It is in second place that we find a variation, as this year BeReal moves up one position, being used daily by 75% of its users (in 2023 it was 65%).
For its part, Instagram has a usage frequency of 70% , the same as in 2023. However, if we stop to study the data, we discover that this percentage is divided equally between users who said they use Instagram several times a day (35%) and users who only use it once a day (35%).
Something that is different in the case of BeReal , since only 12% enter the app several times a day , while the remaining 63% only enter once a day. This would be motivated by the dynamics of the social network itself, which is based on sharing a daily photo when the notification jumps, and only after publishing your photo can you access other people's content. Therefore, surely the majority of users concentrate their activity on this network at that precise moment only.
Slide from IAB Spain's 2024 social media study showing austria number data the frequency of use of different social networks in Spain
Once the top 3 is closed, we come across a change of positions again. TikTok (65%) becomes the fourth social network in terms of daily frequency of use after surpassing Facebook (64%) . Meta's social network seems to be recovering very slightly from its resounding fall of recent years. In 2020, 78% of users entered the platform every day, in 2021 it became 72%, in 2022 65% and in 2023 63%.
X remains firmly in its sixth position with 58% . Threads is next in line, achieving a much better position in this part of the study, taking seventh place when it was launched. 58% of those who use Threads do so daily .
Finally, it is worth highlighting the strong rise of Telegram , a social network that has gone from being in 15th place to 9th place thanks to the fact that 51% of users who use it access it daily.