‘La Red’ & Yellow; How do Spanish mobile users connect?

- Feb 05 2017
‘La Red’ & Yellow; How do Spanish mobile users connect?

As with most western European countries, 4G connections have now been available in Spain for a few years, with most major cities enjoying faster mobile connection speeds since around 2013. The likes of Orange, Movistar, Vodafone, and local carrier Yoigo provide Spanish mobile users with a range of service options and price points. As part of our international mobile network study, Ogury decided to take a closer look at just what those options are, in particular at how much the latest 4G connections have penetrated the market to date.

To compile this, we employed an exhaustive analysis of the total connections made per device each day, from a sample set of more than one million Spanish mobile users. The study results revealed just how different the levels of uptake remain around the country.

Unbalanced 4G reception, but growing

4G networks have enabled users to enjoy the kind of browsing speeds and connectivity in Spain that were quite simply unthinkable before. Perhaps unsurprisingly, the populous communities of Madrid and Catalonia scored the highest, with around a quarter of all users in those regions connecting their devices to a 4G network at least once at some point during the day. Other regions with notable 4G usage included Andalusia (with 19.85% of all mobile users), Comunidad Valenciana (18.97%) and Cantabria (15.26%).

At the other end of the scale, communities such as Galicia, Asturias, Basque Country, Navarre, Castilla La Mancha, and Murcia registered only between 11% to 12% of their users accessing the currently highest mobile network speeds.

WiFi remains strong

This slower 4G adoption in some regions may be explained to some degree by the consistently high usage of WiFi across the country. Our pan European study showed that Spain is the second highest ranking nation for WiFi connectivity overall, second only to the UK. 66.18% of all Spanish users who took part connected to a network at least once during their day.

Perhaps empowered by their relatively speedy 4G networks, Madrilenos were the citizens least likely to make a daily connection to WiFi, with only 59.58% opting to do so. Meanwhile, those residing in Navarre (80.38%), Murcia (79%), Riojan (78.97%), Aragon (78.37%), and Castilian-La Mancha (77.42%) were the most regular WiFi users, perhaps offsetting their comparatively slower mobile network connections.

Understanding your target market’s connection of choice could have implications for your mobile media campaigns, particularly when employing video ads which can require more data transfer. How they choose connect is of course just one feature of your ideal customer’s profile, but it’s certainly something to bear in mind before committing to a strategy, whether in Spain or anywhere else.

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