Google, YouTube, WhatsApp or TikTok. These have been some of the websites most visited by Spanish Internet users throughout this year, as pointed out GfK DAMofficial meter of digital audiences in our country, in the report “Wrapped Digital 2024”.
GfK has made rankings with the most visited websites in our country
Starting from the navigation data Compiled over the last twelve months, the firm has created a series of rankings by media or by industry, to reveal those web pages that have recorded the most traffic. GfK DAM highlights the presence of the internet in the lives of Spaniards and points out that 2024 has been marked by artificial intelligence, the rise and fall of some social networks, or the value of journalistic information at key moments for the population.
Below, we break down the conclusions of “Wrapped Digital 2024”:
The most visited sites
Google It has been the most used website during 2024, with more than 39.5 million monthly unique users on average in Spain, which represents an increase of 2.4% compared to 2023. For its part, YouTube It occupies second position, with almost 37 million unique monthly users; while WhatsApp, Thirdly, it has exceeded 35 million Internet users.
The rest of the ranking of the 10 most visited websites is completed by social networks such as Facebook and Instagram, and marketplaces such as Amazon and AliExpress.
It is worth highlighting the growth of TikTok compared to last year, since it has increased its average number of unique monthly users by 15%. Instagram and AliExpress have also achieved significant increases, above 5%. On the other hand, the fall of X -formerly Twitter-, about 13%, mainly due to changes in the platform and the connection of its owner, Elon Musk, with the electro-President Donald Trump.
The most visited social networks
Social networks are part of the digital routine of Spaniards. According to GfK, Meta platforms continue to be the leaders in this category, with Facebook Firstly, with more than 33 million unique monthly users on average, and with instagram, with more than 32 million. The podium completes it TikTok, with more than 24 million.
With regard to movements, the case of reddit, which becomes the social site that has gained the most popularity among Spaniards this last year, with a growth of almost 60%. On the other hand, again, x It is the social network that has experienced the greatest decline.
The most visited sites, by sectors
Travel sector
GfK also includes sector rankings, specifically the travel and tourism industries; finance and delivery. At the top of the top 10 most visited websites in the travel category is Booking.com, with more than 13 million unique monthly users and an increase of almost 9% compared to 2023. They are followed by TripAdvisor and Renfe.
The report notes that travel websites have grown across the board this year. However, Iberia has registered the greatest increase (19%), followed by skyscanner (15.5%), Airbnb (13%) and Vueling (11%).
- Booking.com (13 million)
- TripAdvisor (7.2 million)
- Renfe (5.3 million)
- Airbnb (3.7 million)
- Skyscanner (2.9 million)
- Iberia (2.8 million)
- Vueling (2.6 million)
- Moovit (2.5 million)
- eDreams (2.3 million)
- Ryanair (2.3 million)
Banking and finance sector
According to the data offered by the meter, the list of financial websites and applications continues to be headed by CaixaBankwith more than 11 and a half million unique monthly users and a growth of almost 10% compared to 2023. They are followed by BBVA and Banco Santander.
The report highlights the presence of “neobanks”, such as Revolut, which exceeds 3 million unique monthly users on average.
- CaixaBank (11.5 million)
- BBVA (10.3 million)
- Santander (6.7 million)
- ING (6.5 million)
- Sabadell (4.4 million)
- Revolut (3 million)
- Openbank (2.8 million)
- Bankinter (2.8 million)
- Imagination (2.8 million)
- Unicaja Bank (2, million)
Delivery sector
GfK points out that access to food delivery sites and applications continues to grow in our country. The analysis indicates that Burger King and McDonald’s They top the ranking, exceeding 5 million and with almost 4.5 million unique users, respectively. The podium closes it Just Eat.
The most notable growth is carried out by VIPs (40%), followed by KFC (13%) and Telepizza (12%). On the other hand, the greatest decrease falls on Fosters Hollywood (-20%), and to a lesser extent Domino’s Pizza (-9%).
- Burger King (5 million)
- McDonald’s (4.4 million)
- Just Eat (3.6 million)
- Glovo (3.4 million)
- Uber Eats (2.5 million)
- Telepizza (1.6 million)
- VIPs (1.4 million)
- Domino’s Pizza (1.3 million)
- KFC (1.2 million)
- Foster’s Hollywood (0.7 million)
2025 trends
As the meter indicates, the navigation recorded this year offers clues about where habits are heading in the coming months. For example, the use of social networks will continue to grow, although the most traditional ones, such as X, Facebook or Instagram, will coexist with the emerging ones, among which are Mastodon, Threads or BlueSky. The latter has almost tripled its monthly audience since June.
The interest in artificial intelligence will continue to be observed. This year ChatGPT has reached 6 million unique monthly users on average, and Internet users have dedicated around 1.5 hours per person per month to the tool.
Regarding the delivery, This formula has been consolidated among the consumption habits of Spaniards, and is especially appreciated linked to major events, mainly sporting events. GfK details that this year the European Football Championship mobilized visits to food delivery platforms, with peaks of up to 200% in the Spain-England final.
The growing political-social complexity has led Internet users to become interested in the present and use the Internet to stay informed, with special attention to local media. For example, the arrival of DANA to Spain increased news consumption and consultation with Valencian media grew by 90%.
