(U//FOUO) U.S. State Department Social Media Landscape: Spain

The social media landscape in Spain is relatively mature since reading blogs and engaging on social networks is now a regular part of daily life for many people, particularly teenagers and young professional people. As in most other European countries, social media participation is higher in large cities, especially Madrid which is seen as the center of the technology and Web 2.0 industry in Spain (64.3% of households have Internet access). Social networking is the most popular social activity in Spain. Until recently the local platform Tuenti had the highest membership although the global platform Facebook has now usurped that with 100,000 more members (5.7 million total) and levels of traffic to rival Google.