At the top of this study are messaging, social media and eCommerce tools, which dominate the landscape of the most used apps. WhatsApp , the app that has revolutionised communication, remains the undisputed leader with a staggering 96.3% mobile penetration . Despite changes driven by Meta and privacy concerns, Spaniards still choose WhatsApp as their favourite messaging app. Its closest competitor, Telegram , with 50.8% penetration, is some way behind in terms of engagement with Meta’s platform.
With a penetration rate of over 90%, YouTube (91.8%) and Facebook (91.3%) are in second and third place, respectively. This shows that these veteran platforms are holding their own against the competition of Instagram (75.7%) and TikTok (54.3%) , which are in fifth and sixth place in the ranking. In fourth place is Gmail (85.3%) , the most used email application both in Spain and worldwide, with 1.8 million active users.
Online shopping: Amazon in the lead
Shopping and retail apps also have a prominent place on bulgaria number data Spaniards' smartphones. E-commerce exceeded €72 billion in Spain in 2022, representing a 25% increase over the previous year. In this category, Amazon stands out as the undisputed leader , with an impressive penetration rate of 52.4% .
Also worth mentioning is online shopping app AliExpress , known for its competitive prices and fast delivery, with 50.4% mobile penetration. Other notable apps include Wallapop (37.9%) and Shein (35.4%) . Although Wallapop focuses on buying and selling second-hand items, it still outperforms the Chinese firm in numbers.
As for everyday shopping, supermarket apps have also found their place in this ranking. Mi Carrefour and Lidl Plus have mobile penetration rates of 26% and 24.7% respectively, probably driven by their exclusive discount and promotion strategies on the app.