Lead Generation and Internet Marketing in Spain

Internet and Search Engines in Spain

Lead generation and internet marketing in Spain are expected to achieve greater profits as the amount spent on online advertising is increasing year on year. A report by PricewaterhouseCoopers and the Interactive Advertising Bureau indicated a 20.3% rise in online advertising spend in Spain in the first half of 2010 compared with the same period in 2009. Online spending increased to $525.7 million in the first half of 2010 and was estimated to have increased at the same rate to an internet advertising market size of more than $1 billion. Spain is located in south Western Europe and is a member state of the European Union. Officially the Kingdom of Spain, it has an estimated population of 43 million of which 29 million are internet users. This translates to a 67.4% internet penetration rate and 10.2 million internet users have a broadband connection. Search engine market share in Spain is 92.9% Google, with Conduit far behind with a 3% share. Bing, Yahoo and Ask sit even further down at 1.4%, 0.9% and 0.7% respectively. The top search terms in Spain for the 12 months up until June 2011 are “facebook”, “tuenti” and “youtube”, which suggest that Spanish internet users value online communities and video for their pleasure and research purposes.

Social Media in Spain

Facebook has 14.1 million users from Spain although actual unique visitors amount to 21 million a month generating 17 billion page views. Facebook users in Spain are predominantly male, aged between 25 and 34 and of the lowest income bracket (below £18,000). Mobile Apps & Add-ons and South America are the most popular interest categories and the average Facebook CPC is $0.57. Tuenti is reported to be the most popular social media site in Spain with a reported 18 million members and works on the principle of an invitation-only membership. Approximately 60% of users spend an average of 80 minutes a day on the site and it claims an 86% penetration into the Spanish population. A total of 22 billion page views are received by social media site Tuenti. The top interest categories for Tuenti users included Calling Cards and South America which suggests a potential for internet marketing activity for alternative cheap international calling services, possibly offering special calling rates to South America.

Mobile Internet

There are almost 51 million mobile phone users in Spain which represents a 119% mobile penetration rate. Many Spanish mobile phone users may own more than one mobile or use a separate sim card for a USB modem to connect to the internet that way. The most popular brand of mobile in Spain is reported to be Nokia with 47% of the mobile market in terms of handsets in use. The penetration of 3g handsets in Spain is 38% and is the highest in Europe. Spain is 6th in the world for 3g mobile penetration scoring higher than the US. A report has concluded that the most active mobile broadband users in Spain are those accessing sports information and newspapers. This could suggest the potential success of creating a sports or news informational website with live news feeds or sports results. These could be used as a way to attract visitors and then provide affiliate links or generate leads for related industries such as online betting or newspaper subscriptions.

Spanish Internet Potential

Online advertising expenditure is increasing in Spain while 3g mobile use is the highest in Europe. Social media penetration is reported to have reached 90% while mobile apps are more and more in demand. These factors present internet marketers intending on embarking on lead generation campaigns in Spain with an ideal opportunity to utilize mobile apps that offer social media connectivity across the major networks . These apps can provide news and sports updates whilst virally spreading brand awareness with the potential of lead generation or affiliate sales across a variety of related verticals. For updates and information on internet advertising in Spain visit the Interactive Advertising Bureau.