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Publicitat i Màrqueting a Espanya

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Consumer Profile
The median age has risen sharply since 1970 and reached 44.9 years in 2020. The population is ageing very quickly and is growing at a rate of 0.60%. Almost 15 % of the population is under 14 while more than 65% of the population is between 15 to 65 years old and nearly 20% is over 65 years old. On average, households are made up of 2.5 people in 2019; with 25.7% of households made up of only one person and 54.5% are couples with or without children, according to the latest survey by Instituto Nacional de Estadistica. More than 51% of the population are women. About 80.3% of the population lives in urban areas. Most of the population lives in the agglomerations along the Mediterranean and the Atlantic Ocean, but also in Madrid, Seville and Zaragoza. The three main cities in terms of population are Madrid, Barcelona and Valencia. The OECD estimates that 47% of adults aged 25 to 34 have a tertiary degree in Spain compared to 45% on average across OECD countries. On average, 36% of all upper secondary students enroll in Vocational Education and Training (VET) programmes in Spain, a lower proportion than the OECD average of 42%. Some 29% of the active population work in domestic activities (household), 20.5% work in personal services, 16% in social services activities, 13.2% in sports, recreation and entertainment, 8.9% in associative activities , 4.5% in the repair of computers and household items, 3.9% in creative, artistic and entertainment activities, 2.3% in games of chance, 1% in archival, museum and cultural activities and 0.23% in organizational activities.
Purchasing Power
The GDP per capita PPP is $ 42,214.13 in 2019, according to the latest data by the World Bank. Data from Spain’s statistical institute (INE) shows Spanish workers earn an average of €23,000 a year. Although the average gross salary for men is 26,391 euros, whereas for women is only 20,607 euros. The Gini index on income inequality is 33 in 2019. Between 2005 and 2018, purchasing power parity in Spain was decreasing on average by 1.33% each year. Since then, it has not increased, since wage developments have not kept pace with rising prices. According to the World Bank, in 2019, the purchasing power parity was 0.6 LCU per international dollars. In Spain, the average household net-adjusted disposable income per capita is USD 23 999 a year, less than the OECD average of USD 33 604 a year. Private consumption reached 1.1% in 2019. However, according to the forecasts presented by the Spanish government in May 2020, private consumption forecasts show a decline of more than nine percentage points for 2020.
Consumer Behaviour
Spain is a consumer society. As a result of the economic crisis and the level of unemployment, price has become one of the main purchase determinants. The ease of payment, promotions and effective customer service are other key factors. On average, the Spanish shops two to three times a week, although around 50% of sales take place on the weekend. Price hypersensitivity results in a lack of brand loyalty. 75% of Spaniards look for a bargain before buying something, while 24% leave their regular retailer if they find lower prices elsewhere.

Television is one of the best media in Spain when it comes to spreading the news about brands. 99.7% of Spaniards own a television, but the television advertising industry is competitive and expensive. Radio is also very popular. 60% of Spaniards listen to radio every day for at least two hours. About 85% of Internet users between the ages of 16 and 65 are active on social networks, and the opinion of an influencer or other consumers will sometimes influence purchasing decisions. Spaniards are among the Europeans most concerned about personal data protection with  47% expressing their lack in confidence.

On average, Spaniards spend 328 euros a month on food and 554 euros a year on fashion items. There are 38 million internet users in Spain, making ecommerce a huge market. Ecommerce market value was estimated at 30.3 billion in 2019, and the most popular purchases on the internet are fashion items. Spain has embraced mobile shopping, which accounts for 38%, or €11.5 billion, of e-commerce sales. Even if the imported products are widely consumed in Spain, the national products inspired by Spanish culture (in the packaging for example) are generally preferred.

Responsible consumption is developing in Spain. The number of consumers looking for more responsible products, traceability and better quality is increasing. The second-hand market is becoming increasingly popular among Spanish consumers. Collaborative economy platforms are developing in Spain and the Spanish Competition Authority (CNMC) has been supportive. 49% of the surveyed Spaniards answered that they used the second-hand app Wallapop to purchase this type of products.
Consumers Associations
OCU , Organisation for Consumers and Users
ASGECO , Organisation for Consumers and Users
CECU , Confédération des consommateurs et utilisateurs
FACUA , Federation of Active Consumers
Main Advertising Agencies
Publicidad Supra
Leo Burnett
J.C. Decaux España
McCann World Group
Double You
Medios Outlet

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Actualitzacions: May 2022

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