Spain's GfK Report Maps Generational Social Media Use

A new GfK DAM study released in Spain shows distinct digital habits across generations. Generation Z has shifted from using social platforms merely for entertainment to practical tasks: TikTok serves as a search tool for restaurants, recipes, travel and product recommendations, while Instagram remains a visual showcase for brands and lifestyle. Artificial intelligence is increasingly integrated into these platforms for answering questions and planning daily activities.

Millennials continue to favor Instagram but also rely on LinkedIn for professional networking and WhatsApp for communication, using the internet both for entertainment and practical information such as price comparisons and reviews. Among users aged 55 and older, Facebook persists as a primary gateway to the digital world alongside WhatsApp.

The report also highlights gender patterns: women are more present on Instagram, TikTok and Pinterest, whereas men show higher usage of Telegram and Twitch. Additionally, the study notes that younger audiences increasingly turn to short‑form video platforms like TikTok, Instagram and YouTube for news, with algorithms taking the role formerly held by newspaper front pages.