Social network use increased 7% over the previous year in Spain, according to November 2011 data from IAB Spain, in October 2011. And Facebook continues to gain market share over local competitor Tuenti in both usage and marketer attention.

In February 2012, eMarketer estimated that the number of Facebook users in Spain grew nearly 50% in 2011 to 12.8 million. In 2012, the site's 14.9 million users will account for just over 85% of all social networkers and half of all internet users in the country.

According to April 2012 data from social analytics firm Socialbakers, which culls user data from the Facebook API, Facebook's audience in Spain is split evenly by gender but skews toward younger internet users: 58% are 34 or younger, while only 6% are 55 or older.

Demographic profile of Facebook users in Spain, April 2012 (% of total):
GENDER
- Male: 49%
- Female: 51%

AGE
- 13-15: 2%
- 16-17: 5%
- 18-24: 20%
- 25-34: 31%
- 35-44: 24%
- 45-54: 12%
- 55-64: 4%
- 65+: 2%

Even though users in Spain are evenly split by gender, men garnered more revenue on a per-click basis than women. According to April 2012 data from AdParlor, a Facebook ad campaign manager, in Q4 2011 cost per click for men was $0.29 while women commanded $0.21. Rates were lower than the rest of the world, which in Q4 2011 were $0.40 for men and $0.38 for women. Lower rates may have been driven by higher clickthrough rates, at 0.07% for men and 0.09% for women in Spain, compared to 0.06% and 0.07%, respectively, worldwide. In addition, advertisers may not be investing as heavily due to the overall economic malaise in the country.