News and social networks: audience behavior

artÍculos News aNd social Networks: audieNce behavior información de actualidad y redes sociales: comportamiento de las audiencias Pere Masip, Javier Guallar, Jaume Suau, Carlos Ruiz-Caballero y Miquel Peralta Pere Masip is a professor of journalism at the University of Ramon Llull, where he also gained his PhD in journalism. He is the main researcher of the research group Digilab: media, strategy and regulaion. His main research interests are media convergence, digital journalism, and the impact of technology on journalisic and communicaion pracices. He has paricipated in several naional and internaional projects. He is currently coordinaing a research, development, and innovaion project funded by the Spanish Ministry of Economy and Compeiiveness enitled Acive audiences and journalism: engaged ciizens or moivated consumers? He is the author of numerous aricles and books. htps://orcid.org/0000-0002-8231-0824 peremm@blanquerna.url.edu Javier Guallar holds a PhD in Informaion and Documentaion, and is a professor with the Faculty of Library and Informaion Science at the University of Barcelona, Blanquerna School of Communicaion and Internaional Relaions at the University of Ramon Llull, Informaion and Communicaion Studies at the Open University of Catalonia, and Communicaion at the Internaional University of Catalonia; he also lectures at other universiies. His main research interests are documentaion in the media, digital journalism, sources of informaion, scieniic publishing, and content curaion. He has authored numerous aricles and several books, such as Prensa digital y bibliotecas (Trea, 2009) and El content curator (UOC publishing house, 2013). htps://orcid.org/0000-0002-8601-3990 jguallar@gmail.com Jaume Suau holds a PhD in communicaion, and is a researcher at the Blanquerna School of Communicaion and Internaional Relaions at the University of Ramon Llull. He is a member of the research group Digilab: media, strategy and regulaion. His main research interests are the efects of new digital technologies on society and journalisic pracice. He is also project manager of the European-funded project Med media, aimed at improving journalism in North African and Middle Eastern countries. htp://orcid.org/0000-0003-4480-4441 jaumesm@blanquerna.url.edu Carlos Ruiz-Caballero holds a PhD in journalism and is a professor at the Blanquerna School of Communicaion and Internaional Relaions at the University of Ramon Llull. His main research interests are media convergence, digital journalism, and acive audiences from the perspecive of ethics of communicaion. He was awarded the Josep Vallverdú 2014 essay award for the play The digiizaion of the other. He is the author of La agonía del cuarto poder, Prensa contra democracia (Trípodos, 2008) and Éica de la audiencia (Graite, 2003). He has paricipated in several naional research projects and has published in journals such as Internaional journal of press and poliics and Communicaion and society. He is a member of the Council of Informaion of Catalonia. htps://orcid.org/0000-0002-1395-2145 carlesrc@blanquerna.url.edu Manuscript received on 10-02-2015 Accepted on 15-04-2015 El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 363 Pere Masip, Javier Guallar, Jaume Suau, Carlos Ruiz-Caballero y Miquel Peralta Miquel Peralta holds a PhD in journalism and is a professor at the Blanquerna School of Communicaion and Internaional Relaions at the University of Ramon Llull, where he teaches television journalism language and lectures at various postgraduate courses. He is also part of the research group Digilab: media, strategy and regulaion. He combines his university teaching with television journalism on Radio Televisión Española. He currently directs the television programme on entrepreneurs I’ve an idea (shown on channel La2). He has paricipated at various naional and internaional conferences on journalism and television audiences. He is the author, among others, of the book Teleinformaivos: La noicia digital en televisión (UOC publishing house). His main research interests are digital news on television, the producion processes of television news, and audiences in television. htp://orcid.org/0000-0001-9842-4538 miquelperaltam@blanquerna.url.edu Universitat Ramon Llull, Facultat de Comunicació i Relacions Internacionals Blanquerna Plaça Joan Coromines, 08001 Barcelona, España Abstract Based on a quanitaive approach, this paper presents some of the preliminary results of a research project focused on the analysis of the moivaions that encourage ciizens to acively paricipate in online news media, using the mechanisms provided by their websites, and through open social network plaforms. The indings show that, although there is a widespread discourse of distrust in connecion to journalists and the tradiional media insituions, as well as general criicism of the actual pracices of journalists, the common understanding of the paricipatory dimension of the media does not entail discourses of change or modiicaion of the exising hegemony. Instead of turning to alternaive sources, such as ciizen journalism or non-tradiional media, or taking the lead by creaing their own content, ciizens prefer to coninue to respect journalism as a profession and the tradiional media insituions as the main producers of news as well as the most trusted sources of informaion. Furthermore, although in previous studies audience paricipaion “in” the media has been highlighted, the indings of this research show that the pracice of user recommendaion or disseminaion of media content through social networks has been adopted by a large number of ciizens. Keywords Paricipatory journalism; Acive audiences; UGC; Online journalism; Social networks; Surveys. Resumen Este arículo presenta los primeros resultados de un proyecto de invesigación centrado en el análisis de las moivaciones que impulsan a los ciudadanos a paricipar acivamente a través de los mecanismos que con ese in ofrecen los medios digitales y a través de las redes sociales. Los resultados muestran que a pesar de los discursos generalizados de desconianza en torno a los periodistas y los medios de comunicación tradicionales, así como las quejas generales sobre la prácica de la profesión periodísica, la dimensión paricipaiva de los medios de comunicación no conlleva un discurso o modiicación de las hegemonías existentes. En lugar de recurrir a fuentes alternaivas (como el periodismo ciudadano o medios no tradicionales), o generar contenidos informaivos propios, los ciudadanos siguen coniando en los periodistas y los medios tradicionales como los principales productores de noicias, así como las fuentes de información de mayor conianza. Por otra parte, aunque tradicionalmente se ha destacado la paricipación de las audiencias “en” los medios, los resultados muestran que las prácicas de recomendación o diseminación en redes sociales de contenidos previamente elaborados por los medios son asumidas por un número importante de ciudadanos. Palabras clave Periodismo paricipaivo; Audiencias acivas; Contenidos generados por los usuarios; Periodismo digital; Redes sociales; Encuestas. Masip, Pere; Guallar, Javier; Suau, Jaume; Ruiz-Caballero, Carlos; Peralta, Miquel (2015). “News and social networks: audience behavior”. El profesional de la información, v. 24, n. 4, pp. 363-370. htp://dx.doi.org/10.3145/epi.2015.jul.02 1. Introducion Symbolic power, as Thompson deined it (1985), is no longer exclusively a media monopoly thanks to the advent of web 2.0, social networks, and acive audiences. The paricipatory potenial of new media enables ciizen generated content to be produced and disseminated. This development has led 364 to the frequent predicion of the demise of tradiional media (Negroponte, 1995; Sabadín, 2007; Nerone, 2009) and a deluge of what is referred to as ciizen journalism (Gilmor, 2007; Rosen, 2006). Other authors envisage hybrid scenarios, based on co-operaion between professional and ciizen journalists (Bruns, 2005). El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 News and social networks: audience behavior Over and above the discussion about a future without professional journalists or the media, the fact is that in a litle less than a decade journalists have sought to turn the audience into more than just readers. The public are invited to share their views -even though they are not always listened to (Masip; Micó, 2010)- and encouraged to develop and contribute their own content (Guallar, 2007). The new relaionship between media and audiences, despite having been driven by the newspaper companies, was received with an ambivalent aitude by journalists (Chung, 2007; Domingo et al., 2008; Singer, 2010; Harrison, 2010; Wardle; Williams, 2010). Aware of the enormous potenial of audience paricipaion, paricularly as a source, journalists gladly welcomed comments, although someimes bemoaned the tone used, and opened the doors to ciizens to send in their material. Journalists were aware that, with unplanned news, journalists would always be the last ones on the spot and that the images captured by witnesses added immediacy, spontaneity, authenicity, and proximity. On the other hand, journalists have been criical of any iniiaive that could compromise their gatekeeper role or bring changes to their rouines and pre-exising values (Harrison, 2010; O’Sullivan; Heinonen, 2008; Quandt, 2008; Wardle; Williams, 2010; Williams et al., 2010). Despite the potenial professionals ofer for journalism, the prevalence of paricipatory mechanisms is mainly due to economic moivaions (Singer et al., 2011; Vujnovic et al., 2010, Rosensiel; Michell, 2011; Becker; Clement; Schaedel, 2010). The paricipaion of ciizens “in” and “through” the media (Carpenier, 2011) is conceived as a strategy to generate traic, atract visitors and, as far as possible, build their loyalty. In contrast, academic discourse tends to study the phenomenon of paricipaion from a regulatory perspecive, linked to the democraic role of the media, taking for granted the audience’s desire to paricipate and criicizing the lack of enthusiasm of most media and journalists in implemening formats that enable the public to paricipate more directly in news content (Borger et al., 2013). As noted above, social networks have oten been perceived as a way to challenge the hegemony of the media because they channel paricipaion from media-controlled plaforms to open ones. However, at the same ime social networks have also materialized as an interesing tool for the media, given that they enable disseminaion of content, encourage interacion, and are cheap Certainly, social media, together with blogs, facilitate the proliferaion of voices, which are oten ignored by the media (Lowrey, 2006; Domingo; Heinonen, 2008). However, research shows that social media have not altered the essence of professional pracice. Bloggers who are not journalists are reluctant to deine themselves as agents of change in journalism or in compeiion with journalists (Matheson, 2004). And when they seek to become established as authors online, they replicate the rouines of the profession, rather than creaing new ones (Lowrey; Lata, 2008). Researchers have given great atenion to exploring the use of social networks in journalisic pracice (Hermida; Thurman, 2008; García-Torres et al., 2011; Herrera-Damas, 2013; Palomo, 2014; Palomo; Meso, 2014). However, there is litle informaion regarding the public’s aitude towards the paricipatory opions and the use of social networks as a source of news. Many of the studies that have focused on the audience were limited to describing their usage preferences (Boczkowski; Mitchelstein, 2013; Haise et al., 2013) took a more comprehensive approach, comparing the aitude of journalists and audiences in relaion to paricipaion and moivaion to paricipate. While there is consensus between the two groups on the role of journalists and paricipaion, the diferences are more signiicant with reference to moivaion. Journalists atribute audience paricipaion to emoional moivaions and self-interest, whereas users stress that they take part to develop their knowledge and to contribute topics of interest to them. The use of social networks is associated with friends and relationships, however, the second most popular activity in social networks is accessing news 2. Objecives and methodology This aricle is part of a broader research project1 with the general objecive to study acive audiences –i.e. users of digital media who interact through the paricipatory mechanisms made available to them by news companies- their proiles, their moivaions, their habits, and the content they produce. In this context, it also aims to determine which media, in the public’s opinion, best achieve the democraic funcion assigned to the media, and the media role in a networked society in which any member of the public is a potenial broadcaster of news. This general objecive has been subdivided into ive speciic objecives, which relate to the study of: a) access to news through social networks; b) digital media as a source of news; c) audience paricipaion as a counterweight to the media; d) the relaionship between paricipaion and credibility; and e) the relaionship between the media, pluralism, and democracy. This aricle sets out the indings that relate to the irst of these speciic objecives —that of access to news through social networks-. To meet the objecives described, in this research a dual approach to the subject mater was selected, both quanitaive and qualitaive. This aricle only presents the indings of the quanitaive approach based on a panel conducted in cooperaion with the Associación para la Invesigación de los Medios de Comunicación (Associaion for Media Research) (AIMC). The qualitaive approach was subsequently implemented by bringing together twelve focus groups, which are currently being analysed. Therefore, the quanitaive study was developed through an agreement with AIMC, a consorium created in 1988 by media companies and adverisers to measure and monitor audience raings. This cooperaion allowed, irstly, quesions related to this research project to be included on the El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 365 Pere Masip, Javier Guallar, Jaume Suau, Carlos Ruiz-Caballero y Miquel Peralta quesionnaire used by the AIMC in its 2013 study on internet users, Navegantes en la Red, and secondly, the creaion of the panel which is the subject of this aricle. The panel consisted of 591 individuals who were interviewed by the AIMC team between December 2013 and February 2014. Paricipants answered a quesionnaire including 67 quesions, which had previously been discussed with the AIMC technical commitee to ensure that it met the pre-requisites for the methodological tools used. To select the sample, a muli-stage, straiied random sample procedure was employed, guaranteeing the representaiveness of the sample for the internet user populaion (all over 14 years old). The quesions used pursued a general aim of obtaining detailed informaion on online news consumpion habits, understanding the moivaions leading ciizens to paricipate in social networks and through paricipatory mechanisms in digital media, and learning about the role they ascribe to their involvement in the operaion of the media. The 67 quesions were grouped into the ive major areas described above and this aricle is based on data from the irst major area. More than half of users follow at least one news medium through social networks and almost a third follow at least one journalist 3. Findings In the Internet era, television is sill the most popular news medium for Spaniards, cited by 56.8% of the populaion (CIS, 2013). However, the Internet plays an increasingly large part in Spaniards’ news consumpion. According to the Navegantes en la Red study (AIMC, 2014), more than half of Internet users, 66.4%, consider the Internet to be a key source of informaion, and 29.1% consider it a secondary but important source. The percentages of individuals for whom the Internet is not an important source of informaion or who simply never use it are extremely low, 3.0 and 1.2%, respecively. The data from Navegantes en la Red, supported by our panel, conirm that social networks have penetrated very signiicantly in Spaniards’ use of the Internet. 74.2% of Internet users use social networks daily and 11.6% at least once a week, which is a higher percentage than those who have never used them. We set out below the results of the panel carried out in our study. Use of social networks In line with the trend observed in other countries (Newman; Levy, 2014), the most popular social networks are Facebook, used by 91% of Internet users, and secondly, although quite a long way behind, Twiter, used by 39.8%. The next most popular are LinkedIn (19.4%), Google+ (17.3%) and Instagram (13.6%). Having conirmed the widespread use of social networks by the Spanish populaion, it is of interest to learn, from the point of view of the objecives of this study, how big a role they have in accessing news. To do so, several quesions were posed to the individuals who reported being users of either of the two biggest social networks, Facebook or Twiter. First, respondents were asked what they used social networks for (table 1). It was found that the leading use is relaionships with friends and acquaintances (88.1%), but ater this, it is striking that the second principal use is to access news (48.1%). This conirms that in the new social media world, ciizens sill have the same need to access news content, or at least half of users state that they use social networks for this purpose. The data from the survey highlight the dual role of social media users with regard to news: as consumers and as recommenders Social networks and news In terms of how users access news on social networks, friends are the principal channel, 81.2% of users receiving news recommendaions from friends. In second place is the media, almost half of users (47.5%) staing that the media recommended the news items (table 2). The indings are consistent with the fact that more than half of social network users state that they “follow” at least one news medium, and, in addiion, 30.2% follow at least one individual journalist (table 3). The irst igure highlights the Table 1. What do you use social networks for? Total2 Relationships with friends / acquaintances 19,645 Table 2. Source of the news received through social networks % 88.1 Total % 11,416 47.4 Family relationships 9,765 43.8 Media Professional relationships 7,203 32.3 Associations, NGOs... 7,232 30.0 444 2.0 Companies 3,849 16.0 Search for a partner Hobbies Access to news Others 37.6 Friends 10,725 48.1 Journalists 5,010 20.8 1,291 5.8 Celebrities 3,525 14.6 8,381 Data weighted by the AIMC, in thousands. Percentages do not add up to 100 because more than one answer could be given. 366 19,555 81.2 Data weighted by the AIMC, in thousands. Percentages do not add up to 100 because more than one answer could be given. El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 News and social networks: audience behavior Table 4. To what extent do you consider the news produced by … to be reliable, error-free and unbiased? Table 3. Following of media and journalists in social networks Media Journalists Others Total % 11,196 52.8 6,401 9,065 Professional journalists Total 30.2 42.8 Data weighted by the AIMC, in thousands. Percentages do not add up to 100 because more than one answer could be given. Non-professional journalists % Very 2,599 9.9 Quite Total % 871 3.3 14,085 53.9 9,546 36.5 Not very 8,591 32.9 13,700 52.4 Not at all 876 3.3 2,034 7.8 Data weighted by the AIMC, in thousands. importance of tradiional media in the new social media environment, and the second points to the increasing role online of the journalist as a brand, given that almost a third of social network users follow journalists. In addiion, the data in the two tables show the important role of the media (and journalists) in accessing news through social networks. In fact, we should not lose sight of the fact the news recommended by friends was produced by professional journalists. Friends are the new news gatekeepers. However, bearing in mind the way of accessing news online described above, Internet users make their selecion from the news previously selected by the media and journalists. What may be diferent is the hierarchizaion of news and the agreement or disagreement expressed by the acive audience regarding the viewpoint from which a story is approached. Despite the credibility problem facing journalists (FariasBatlle, 2011; Casero-Ripollés, 2014), ciizens consider the informaion produced by professional journalists to be more reliable than that produced by non-professionals (table 4). table 5 shows the responses to the quesion about the frequency with which news is received on Facebook and Twitter, and table 6 shows the frequency with which news is shared in them (social recommendaion of news). It is useful to compare the indings. Firstly (table 5), we ind that 55% of Facebook and Twiter users receive news from the media very frequently (daily) and 25% fairly frequently (last 7 days). Therefore, combining these two igures, there is clearly a signiicant number of users consuming news through social networks, a total of 80% of users. Secondly (table 6), the acion of sharing or recommending news through social networks, although not reaching such high percentages, is very substanial, half of users recommending news items very frequently (daily) or fairly frequently (last 7 days). Table 5. Frequency with which news is received through social networks The indings conirm the importance of news on social networks. However, diferent paterns of behavior are observed, depending on whether news is received or shared. For the sharing of news, signiicant diferences were detected, conirming that users are not as acive as certain authors have maintained (Bruns, 2005), but are sill a signiicant minority. Various studies conirm there is a signiicant minority of users who acively paricipate in the news reporing process, providing informaion to journalists, commening on news and redistribuing it on social networks, for example, 37% of internet users in the US (Purcell et al., 2010). In fact, users are more likely to respond to another’s contribuion than contribute original ideas. The recommendaion and receipt of news is complemented by another illustraive indicator, the percentage of users who read the news they receive. In this case, it is noteworthy that 59% of users state they usually read it and 22.7% occasionally (table 7). These igures contradict the supposiion that audiences read litle of the content shared or received from other Internet users. The responses to the quesion on the news topics accessed through Facebook and Twiter (table 8) show a preference for local news (62.5%), followed by naional poliics (50%) Table 6. Frequency with which news is shared through social networks Total % Yesterday 5,540 26.1 Last 7 days 5,247 24.8 Last 30 days 3,463 16.3 Last year 2,374 11.2 Longer ago / Never 4,564 21.5 100 Data weighted by the AIMC, in thousands. Table 7. Frequency with which news received through social networks is read Total % Yesterday 11,686 55.1 Usually Last 7 days 5,423 25.6 Last 30 days 1,574 7.4 750 3.5 1,757 8.3 Last year Longer ago / Never 100 Total % 15,402 58.9 Occasionally 5,949 22.7 Rarely 2,731 10.4 Never 2,069 7.9 100 Data weighted by the AIMC, in thousands. El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 367 Pere Masip, Javier Guallar, Jaume Suau, Carlos Ruiz-Caballero y Miquel Peralta Table 8. News topics shared through social networks Local news Local political news Table 9. Source of the news received through social networks Total % 15,048 62.5 Media usually consulted Total % 18,637 77.4 8,517 35.4 Media not usually consulted 6,281 26.1 12,172 50.5 1,741 7.2 International news 8,185 34.0 Media with diferent ideological positions to the user’s own Economy 7,592 31.5 Society 8,133 33.8 National political news Health and medicine 7,323 30.4 Weather 5,439 22.6 Science and technology 6,317 26.2 Traic 1,009 4.2 Culture 10,203 42.4 Sports 8,976 37.3 Celebrity news 2,880 12.0 Others 2,383 9.9 Data weighted by the AIMC, in thousands. Percentages do not add up to 100 because more than one answer could be given. and then, with similar percentages of between 42.4 and 33.8%, culture, sports, community poliics, internaional, and society news. The answers are not paricularly relevant as they do not deine signiicant diferences between some of the main news secions in the media. The sole excepion is the conirmaion of Internet audiences’ interest in local news. Subjects were also asked about their ainity with the media publishing the news they access through social networks and email (table 9). A high percentage, as expected, come from the media they usually consult, but it is remarkable that more than a quarter of the news (26.1%) is published by media the users do not usually read and 7.2% are from media that have a diferent ideological stance from their own. This data can be interpreted in a moderately posiive way, in that the internet and social networks are allowing some access to the content of media users do not usually consult, and are even ideologically opposed, which in other news consumpion contexts would be more diicult. This issue must be given careful consideraion in future studies, since a consolidated trend of this kind would help to increase pluralism, essenial for enhancing the democraic culture of society. 4. Conclusions and discussion Social networks are part of the digital menu of Spanish Internet users. Over 74% of regular Internet users had accessed social networks the previous day (AIMC, 2014). Following the trend in other countries, Facebook has become the dominant social network, followed a long way behind by Twiter. As expected, the use of social networks is associated with friends and relaionships, however, signiicantly, the second most popular acivity in social networks is accessing news. The media, although oten criicised, sill play an important 368 Data weighted by the AIMC, in thousands. Percentages do not add up to 100 because more than one answer could be given. role, since more than half of users follow at least one news medium through social networks and almost a third follow a journalist. As a result of the homogenisaion of content (Boczkowski, 2010) the media brand loses importance. Readers obtain news through search engines and now also through social networks. The important thing is what is said, not who says it or how they say it, therefore the brand ceases to be crucial. This, along with the credibility problems sufered by the media, might lead one to think that the media and journalists would lose importance online. However, in fact that is not the direcion things are developing in. Ciizens rely more on professional journalists than on what non-professional ciizen journalists can produce. Professional journalists, whilst criicised, are recognised as a fundamental insituion of democraic systems and have a known ailiaion, which is not the case of ciizen journalists. As a result, a signiicant proporion of the public follow individual journalists, who build a personal brand necessarily based on their professionalism and credibility. Even though initially it is the media who determine the news content, in practice it is the public who with a ‘like’ or tweet define the interest of a piece of news The data from the survey highlight the dual role of social network users with regard to news: as consumers and as recommenders. 81% of the news items received through social networks come from “friends”. Here we have a paradox, as the journalist is no longer the sole gatekeeper. Although journalists cling to this funcion, it is apparent they are progressively giving way to new players. The public become what Singer (2013) calls secondary gatekeepers. Even though iniially it is the media who determine the news content, in pracice it is the public who with a “like” or tweet deine the interest of a piece of news and whether it is worth giving it visibility. In this way, they create a new hierarchizaion of the news selected by the media and journalists. In fact, although most Internet users receive news from the media they usually follow, it is signiicant that the social networks prompt access to news media that are not part of their regular news diet and even from ideologically opposed media. This points to an increase in the pluralism of news consumed. El profesional de la información, 2015, julio-agosto, v. 24, n. 4. eISSN: 1699-2407 News and social networks: audience behavior Despite the pessimism that someimes pervades discussions on the future of journalism, encouraging trends can be drawn from our indings. In the era of web 2.0, paricipaion and social networks, ciizens coninue to demand news. People want informaion, they want to be informed, especially in maters of public interest, and they share the informaion they consider to be relevant or interesing. What has changed is the means of accessing the news and the way of relaing to it, which is no longer a unidirecional low. Although the media sill retain a central role, other players such as search engines and social networks are becoming increasingly important. The informaion reaches us, therefore, through muliple channels and the public are empowered by determining what will be treated as news and what will not. In addiion, the data from this study draw atenion to audiences’ limited desire to paricipate. While tradiionally a greater value has been given to the paricipaion of ciizens “in” the media (Carpenier, 2011) through forms which have a limited take-up by the audience such as the creaion of news content, the pracices of recommendaion or disseminaion of content previously produced by the media are being adopted by a greater number of ciizens. They involve a lower paricipatory intensity, but have the potenial to impact more heavily on the poliical and media agenda. The ciizen is no longer subject to the passive consumer-acive producer dichotomy, and in the new media environment intermediary roles and low-intensity paricipatory pracices assume greater importance. Social networks instigate access to news media that are not part of their regular news diet and even from ideologically opposed media Notes 1. This work is part of a project funded by the Spanish Ministry of Economy and Compeiiveness, Ref.: CSO201239518-C04-01 2. The indings set out in this aricle are original and have never been published. The tables show data from surveys conducted for this research according to the AIMC Q Panel methodology. The data have been weighted by the AIMC in thousands; for example, in the irst quesion in table 1, the esimaion of users who use the internet to interact with their friends and acquaintances is 19,645,000 people, represening 88.1% of the Spanish populaion of internet users over 14. 5. Bibliography AIMC (2014). 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