Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 46.1 million | |
| Digital Ad Spend | €28.3 billion | |
| E-commerce Penetration | 65.8% | of total retail |
| Mobile Commerce Share | 53.2% | of e-commerce GMV |
| Average Time Online | 6h 45m | per day |
Overview
Spain's digital economy is characterized by a high level of internet adoption and a rapidly growing e-commerce sector. Digital advertising is a crucial tool for businesses to reach this increasingly connected consumer base.
Breakdown
- Digital Ad Spend by Channel (2026): Search Ads €11.3B, Social Media Ads €8.5B, Video Ads €4.3B, Other €4.2B
- E-commerce GMV (2026): €85.6 billion
- Key E-commerce Segments: Fashion (€25.0B), Electronics (€17.5B), Home Goods (€14.0B)
Outlook
The Spanish digital market is expected to continue its upward trajectory, driven by increasing digital literacy, mobile-first behaviors, and a strong e-commerce ecosystem. Digital ad spending will likely grow in line with these trends, with a continued focus on performance marketing channels.
Sources: industry surveys, platform filings, and modeled estimates for 2026