For the 7th consecutive year, we analyze the social networks data and its impact on what refers to our small country. We update the 2017 study with new information and new perspectives, to continue studying last year evolution of social networks in Andorra.
According to Facebook, in January 2018, there were 51,300 people who claimed to be resident in Andorra, registered on the network, compared to 46,500 in January 2017 and 39,300 in January 2016. This represents an absolute increase of 10.3% in a year and represents, at January 2018, 72.5% of the population in Andorra compared to 67.7% in 2017, therefore a relative increase of 4.8%.
3 out of 4 “Andorrans” are on Facebook! [Tweet]
| 13-24 Years | 25-34 Years | 35-44 Years | 45-54 Years | 55-64 Years | +65 Years | |
|
2018 |
84.7% | 121.5% | 87.6% | 71.7% | 50.9% | 21.6% |
| 2017 | 78 0% | 114.3% | 85.4% | 66.0% | 41.9% | 19.1% |
| 2016 | 82.8% | 88.3% | 68.9% | 52.6% | 36.4% | 15.8% |
| 2015 | 87 1% | 87.0% | 65.7% | 50.5% | 33.2% | 14.0% |
| 2014 | 98.3% | 82.4% | 58.0% | 42.6% | 25.7% |
6.4% |
Splitting the data by age, we have the following distribution of the Facebook penetration in Andorran society. Last year we had a very significant increase of more than 10% growth, as where this year shows a slowdown in Andorra. The 55-64 age group is the fastest growing data with a relative 9%. This year, the percentage figure of 25-34 years is higher than the population statistics shows, which may mean that some of Facebook users, probably the youngest, do not indicate their actual age and register themselves with a few more years, as we observed in 2017. Also notable is the relative increase of 16.7% for the range of 13 to 24 years. After many years of continuous recession, this year they are back at the 2015-2016 level.
Adults between 35 and 44 years and over 65 years continue to grow moderately with increases of 2.2% and 2.6% respectively: The free training courses offered by various institutions and the aging population, are factors for the improvement of the networks adoption among the oldest age group of the population. In absolute terms, as in 2017, most users are found among the 35-44 years (12,700), followed by the 25-34 years (12,100).
By genres we obtain 50.1% men and 49.9% women, with a penetration rate of 74.1% for women and 71.0% for men.
The 5 pages with more Andorran followers on Facebook are: RTVA Andorra (10901), Andorra Antigua (10,543), Busco Andorra (10,451), Vallnord (10,390) and rolloid (9223)
The use of mobile devices has decreased to 89.7% among “Andorran” Facebook users, a relative decrease of 2.8% compared to 2017 which was 92.5%. This represents approximately 46,000 users of Facebook Mobile, 59.1% of the mobile contract or pre-payment cards that exist in Andorra. Android phones are the majority among the Andorrans, who connect to Facebook, with 60% of users, followed by Apple with 40%.
Connections show that Apple iPad tablets have been adopted mostly by a 80.7% of the users vs 19.3% for the ones equipped with Android.
The penetration in the population is more important than in France and Spain which is around 58% of its inhabitants.
Facebook is still by far the social network with more penetration in our country, Instagram (owned by Facebook) is the second best positioned because there are about 45,300 users of Andorra, 64% of the population. The increase in the use of this network compared to 2017 (22.700 users) is 99.6%. The age groups 25-34 and 35-44 have a penetration majority. The adoption of this network has been very important in the last year.
| 13-24 Years | 25-34 Years | 35-44 Years | 45-54 Years | 55-64 Years | +65 Years | |
| 2018 | 77.6% | 113.5% | 82.8% | 58.6% | 39.3% | 15.6% |
| 2017 | 59.3% | 61.2% | 40.0% | 26.5% | 11.2% | 3.6% |
Linkedin and Twitter
Linkedin follows with 23,391professionals registered, representing 53.2% of employees registered with the Social Security and more than 41% of the population between 18 and 65 years. This professional network has grown by 7% in 2017. Twitter is still some distance away with 9749 users of microblogging network, 13.8% of the population.
Search and navigation
The device most commonly used by the Andorrans to access the network is the computer, with 51%, 10% less than in 2017, followed by smartphones at 40.5% and tablets with a 8.5% . These data contrast somewhat with the global trend where mobile devices have passed the computer in use with 51.9% versus 43.9%, and where tablets represent only 4.2%. In Europe, nevertheless, the use of computers is still very important with 57.3% of Internet users.
As for browsers, Chrome is still the leader in our country, with a 54.5% use on computers and 55.1% on mobiles. It is followed by Safari with 13.3% on computers and 36.4% on smartphones. Internet Explorer has revived with a 16% adoption on computers and Firefox has fallen slightly, remaining at 10.6%.
Google remains the favorite search engine of Andorra with 95.2% of market share, ahead of Bing with 2.9%, 1.1% and Yahoo.
Internet traffic
In 2017, there has been a large increase in Internet traffic in the country, more than 48% to over 28 petabytes. In 10 years, the information flow has increased 10 folds and a tendency to increase even faster seems to appear for the coming years. A current one-month Internet traffic is equivalent to the whole 2008 traffic.
Internet and social networks are the technologies and communication channels that have been adopted faster in history. Social networks are channels of communication between people and companies who use these much beyond a simple advertising channel.
Sources: Facebook.com, Statscounter.com, Estadistica.ad, Linkedin.com, Socialbakers, Audiense, We are Social, Hootsuite
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