WhatsApp and Facebook continue to lead the top social networks , these two platforms continue to have the largest number of active users, the best known and the ones with the most registered accounts, followed by TikTok or Instagram, thus maintaining their preponderance in the market.
These platforms have managed to stay in the same position they occupied in 2021. However, they have lost a bit of participation and activity, especially as people are increasingly joining their regular activities and social life, after the isolation that caused by the pandemic and what was what pushed the growth of activity on these platforms.
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This is how social networks go in 2022
It should be noted that Facebook continues to be the best-known network spontaneously , something that has continued to be the case for several editions of the iAB Spain study. In this section, they are closely followed by Instagram and Twitter, the only change in this segment is that the three platforms have been losing intensity.
According to the study, people have used more than five different social networks, even once, that makes room for account numbers and in this section the leadership belongs to WhatsApp, which grows 87%, followed by Facebook with 71% . In the third position, it is important to point out the growth of TikTok, which went from 13% in 2020 to 29% in 2021 and then to have an increase in users of 36% this year 2022.
Although very far down the list, Reddit is the new network that gets 2% of spontaneous knowledge in the user’s mind.
Regarding the most used social networks, at the time of the publication of this study in May 2022, WhatsApp, Facebook and YouTube are the most used social networks obtaining 86%, 63% and 61% respectively; which means that these three platforms are the ones that concentrate the majority of active users.
Although in preference, WhatsApp and Facebook remain in the lead, the main social network of Meta continues to lose the general interest of users since 2019, something that had slowed down a bit as a result of the pandemic, but the gap continues to open. This line intersects with the growth of Instagram lovers until 2021, although for this year things have also gone a bit wrong.
WhatsApp is the best valued social network in terms of satisfaction , it is the platform that receives the best rating, although here it is no longer accompanied by Facebook, but in second position is the Waze platform and in third place is YouTube.
In abandonment percentage, Facebook occupies the first place , 17% of its users have abandoned the platform in the last year, followed by snapchat with 13%, while Telegram is in third position with 8%. This drop in Telegram may be related to the user bubble that was created from the change in WhatsApp privacy conditions, which caused a stampede migration.
Although we are only dedicating ourselves to mentioning the top three, it is also very significant to note that 8% of Twitter users have also left the platform in the last year. That means that many accounts exist and are not active, something that adds to the new demands of Elon Musk to be able to crystallize the purchase of the microblogging network that is currently in free fall in the market.
In the final assessment, WhatsApp is the social network with the best score for this 2022. The platform accumulates the largest number of users, it also has the largest number of active accounts, a fairly low abandonment rate and preferably it is in the first place, well above the rest of the social networks listed in the study.
