Internet Market Environmentin Spain

Siteengine Inc. (Tokyo, Japan)29th May, 2014

http://www.siteengine.co.jp/en/

info@siteengine.co.jp

About Spain

Area 505,992 km2

Population 46,609,655 (Jul 2013 est.)

GDP(ppp) $1,414 trillion (2013 est.)

Internet TLD .es

Official Language Spanish

Religion Catholicism 71.5%

Currency use Euro (€)

Calling code +34

Mobile subscribe 55,740,000(SIM Sold) (Feb, 2013)

Internet User 24,8 millions (3Q 2013)

Ethnic group in Spain

Ethnic group % of total*Population

(Jul 2013)

Spanish 89,55% 41,739,166

Europeans 4,71% 2,196,011

Ibero-America 2,65% 1,233,759

Maghreb 1,72% 802,753

Other 1,37% 637,966

Ethnic group

Spanish (89,55%)

Europeans (4,71%)

Ibero-America (2,65%)

Maghreb (1,72%)

Other (1,37%)

Spain Age Structure

Age Structure% of total*

(2014 est.)

0-14 15.4%

15-24 9.6%

25-64 63.5%

65- 17.5%

Age Structure

0-14

15-24

25-64

65-

63.5%

15.4%

9.6%

17.5%

Internet Usage in Spain

Internet user : 24,8 millions users (71,6% of total) (3Q 2013)

Date % of Internet users*

3rd quarter 2009 59,8%

3rd quarter 2010 64,2%

3rd quarter 2011 67,1%

3rd quarter 2012 69,5%

3rd quarter 2013 71,6%

* population in between 16-74 years old

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

2009 2010 2011 2012 2013

Internet users

Internet usage in Spain is increasing constantly every year.

Mobile Subscribers

DatePrepaid

subscribers

Contract

subscribersTOTAL

EoY 2006 20.848,335 25,389,548 46,237,883

EoY 2007 20,745,938 27,657,273 48,403,211

EoY 2008 20,307,281 29,320,279 49,627,560

EoY 2009 20,791,579 30,168,289 50,959,868

EoY 2010 19,891,247 31,388,032 51,279,279

EoY 2010 20,353,134 32,213,381 52,566,515

EoY 2012 17,812,862 32,849,669 50,662,531

Q1 2013 16,953,289 33,019,779 49,973,068

Q2 2013 16,621,654 33,450,621 50,072,275

Q3 2013 16,399,392 33,922,705 50,322,097

Q4 2013 15,768,323 34,399,049 50,167,372

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Total (millions)

Contract (millions)

Prepaid (millions)

Lately, the amount of mobile subscribers hasn't changed due to the decrease of prepaid subscriptions.

Fixed Phone Subscribers

Date Residence Business TOTAL

EoY 2006 12,761,056 5,527,369 18,288,425

EoY 2007 12,748,523 7,171,509 20,088,157

EoY 2008 13,047,207 7,365,113 20,412,320

EoY 2009 13,129,153 6,937,072 20,066,225

EoY 2010 13,246,077 6,698,647 19,944,724

EoY 2010 13,312,543 6,425,787 19,738,330

EoY 2012 12,989,667 6,339,322 19,328,989

Q1 2013 13,018,390 6,222,466 19,240,856

Q2 2013 13,004,074 6,136,250 19,140,324

Q3 2013 13,029,589 6,066,288 19,095,877

Q4 2013 13,089,186 6,016,089 19,105,275-

5.00

10.00

15.00

20.00

25.00

Total (millions)

Residence (millions)

Business (millions)

Lately, there is a light decreasing trend due to the business unsubscribed lines.However, the amount of fixed phone subscriptions is quite stable.

Internet Monthly Rate in Spain

Home use internet Mbps € / month

Movistar 10 19,90

Orange 6 15,95

Jazztel 3 19,95

Vodafone 12 24,20

Mobile Internet Package Data Plan Price

Yoigo 1GB 10,89€ / month

Vodafone 1GB 12,10€ / month

Pepephone 1,2GB 13,31€ / month

In 2013, the Smartphone usage represent 69,9% of the Internet activity in Spain.

Number of telecom operators in Spain

No Services Operators

1 Mobile(2, 2.5, 3G) 27

2 Fixed WLL 6

3 ISP 6

4 VoIP 41

5 VSAT 9

Telecom Statistic, end of Q4 2013

- Mobile subscription : 50,167,372 Subs. (SIM Sold)

- Fixed and Fixed WLL : 12 million- Internet user : 24,8 millions users- Mobile Broadband subscribers : 31,5 million

Top websites in Spain by alexa.com

1 google.es

2 google.com

3 facebook.com

4 youtube.com

5 blogspot.com.es

6 twitter.com

7 live.com

8 wikipedia.org

9 yahoo.com

10 marca.com

1 realmadrid.com

2 iberia.com

3 renfe.com

4 gva.es

5 bcn.cat

6 loquo.com

7 rentalia.com

8 euskadi.net

9 ehu.es

10 spain.info

Top local sites in Spain by alexa.com

Facebook User in Spain(2013)

There is aproximately a 79% of the population that uses social networks in Spain. From the social network users, a 96% uses facebook.

In Spain there are 18 million monthly users (72,2% of them use it from the phone)

Facebook vs Twitter in Spain

Almost everybody knows about Twitter and Facebook.

While 46% of the social network users have an account on Twitter, 96% have an account on Facebook.

Facebook is still more popular than Twitter.

Top Facebook Page in Spain

Page Type Local Fans Fans

1 FC Barcelona Sport 1,915,411 63,848,056

2 Andres Iniesta Celebrities 1,907,241 19,145,018

3 Real Madrid C.F Sport 1,887,326 60,291,531

4 Decathlon Brands 1,798,683 1,898,895

5 Leo Messi Celebrities 1,565,088 56,530,268

6 Iker Casillas Celebrities 1,562,364 17,482,898

7Facebook for

Every PhoneEntertainment 1,437,161 434,041,233

8 El Corte Inglés Brands 1,347,335 1,518,455

9 Shakira Celebrities 1,302,038 93,222,664

10 Pablo Alborán Celebrities 1,283,583 2,525,031

Spanish Popular Youtube Channel

Fastest Growing Channels in May 2014

Online Business in Spain

+ Selling products online is becoming a popular way of doing business in Spanish Market. Online business are growing at a rate of 10%, eventhough the worldwide economy has decreased 0,2%. This means that the online business is gaining strenght in Spain.

+ This 2013, the number of small companies selling products online increased a 42%.

+ In Spain, there has been a notable increase in online business. Specially, with companies from the USA, UK and Germany.

Online Business in Spain

+ Most e-commerce sites in Spain are business-to-customer.

+ E-commerce transactions from the outside with Spanish sites increased in a year 15,4%. Within these transactions, 76,3% were from UE countries, 7,1% from Latin-American countries, 6,5% from CEMEA* countries and the rest 10,1% from other countries.

+ E-commerce transactions from Spain with outside sites increased in a year 12,7%. Within these transactions, 89,3% to UE countries, 5% USA, and the other 5,7% goes to CEMEA, Asia-Pacific and Latin-America (in order of magnitude).

* CEMEA: Central Europe, Middle East and Africa

E-banking in Spain

Currently there are 10 online banks in Spain.

All of them offer VISA card or Master Card.

All of them offer both Debit Card and Credit Card.

Visa and Master Card are both used indistinctly.

E-banking in Spain

Euro (EUR, €) is the official currency. Being part of the European Union and the Euro zone Spain adpopted he common Euroopean Currency Euro in 2002.

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ATM

ATM IN SPAIN

E-banking in Spain

- Many shops and restaurants accept the payment by debit card or credit card. However, lately, many establishments rather cash because after the crisis they don’t trust credit cards anymore.

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(milli

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TOTAL

Credit Cards

Debit Cards

BANK CARDS IN SPAIN

From E-banking to Internet Market

+ As almost all the population owns a debit card and/or a credit card, E-commerce is becoming very popular in Spain.

+ Debit Card or Credit Card is the most used payment method.

+ Logistics service is the clue to success in E-commerce.

Starting a new business in Spain

The following URL provide the information of Starting a new business in Spain.

http://www.homesearchbarcelona.com/en/practical-information/how-to-start-a-company-in-spain

http://www.yourviva.com/moving/setting-up-business-in-spain/

http://www.spainexpat.com/spain/information/start_a_business_in_spain/

Popular in Spain

Portal Bank

MobileCarrier

NewspaperTV Channel

Internet Market(C2C)

www.realmadrid.com

CEO: Florentino Pérez Rodríguez

+ This website is from the team Real Madrid which participates in different professional sport competitions.

+ Real Madrid CF is it soccer club. The most famous sport in Spain it’s soccer and, therefore, this is the most famous team in the Real Madrid organization.

+ The primary objective of the webpage www.realmadrid.com is to provide main contents about Real Madrid’s sports and teams. It allows its fans to follow the latest news and curiousities of the their sport teams.

+ In Spain, soccer is the main sport and main leisure activity. Right now, soccer should be taken into consideration when trying to understand the Spanish culture.

www.santander.com

+ The group originated in Santander ( city in Spain). In the recents years, the group has expanded across Europe, Latin America, North America and Asia.

+ In April 2013, Santander was ranked as te 43rd

world’s largest companies in the Forbes Global 2000.

+ Openbank is the online bank of Santander. It was originated in 2010 and it is operating in Spain.

CEO: Emilio Botín

+ Santander is one of the largest banks in the world. Nowadays, it is expanding its business around the world.

Countries where Santader operates.

+ Segundamano it’s a internet market network of local online classifieds in Spain and all Latin America. It’s similar to Craiglist in the US.

+ It was firstly founded as as free weekly magazine of classified ads and in 2004 it was merged with Anuntis to create the first classifieds company in the Spanish-speaking world. In 2008, it was decided to stop publishing the magazine and make it 100% online media company.

+ Segundamano offers market in various domains:- fashion and beauty - leisure and sports- for kids and babies - vehicles- home goods - real estate- pets and animals - electronics- jobs and trainings - business and services

+Founded in 1978.Now it belgons to the Group Anuntis-Segundamano

+Type: internet market

+ Movistar operates in Spain and in some Hispanic America countries. The institutional brand is a multinational company that operates in 24 countries but it was originally the main telecomunication company of Spain.

+ Many people in Spanish people chooses this brand to provide their internet, mobile phone service or their home phone service. Movistar is the telecomunication company that makes more profit nowadays in Spain, with 1,228.91 millions of euros (2013).

+ They provide services such as:- Internet ADSL and Optical fiber- mobile- Home phone- Television- Digital services

+ CEO: César Alierta Izuel

+Founded in 1995.It’s the comercial brand of Telefonica.

+Type: mobile carrier

www.movistar.es

+ RTVE is a public television service. It is the largest audiovisual group in Spain broadcasting in the Spanish language. Since January 2010 it is financed exclusively by public subsides.

+ It’s role as a public service function is:- Promote constitutional and civic values.- Serve the widest audience.- Access different genres of programming.- Promote the territorial cohesion and cultural diversityof Spain.

- Guarantee the objectivity and truthfulness of the information provided.

+ CEO: Leopoldo González-Echenique

+Founded in 1937.

+Type: TV chanel

www.rtve.com

+ El Mundo is the largest digital newspaper in Spain. Along with Marca and Expansión is controlled by the Italian publishing company RCS MediaGroup. This website has a high political impact in Spain.

+ The website was founded in 1995 and is controlled by the company Unidad Editorial Internet, S.L.

+ The digital newspaper has a computer version and a mobile version. It’s easy to use and convenient and that’s why it’s the number one in Spain.

+ CEO: Casimiro García-Abadillo

+Founded in 1989.

+Type: Newspaper

www.elmundo.com

References

Notes: 1. www.wikipedia.org2. www.cia.gov3. www.ine.es4. www.cnmc.es5. www.comparativa-adsl.info/6. Operadores de Telecomunicaciones Inalámbricas: Wireless Local Loop (PDF) –

Raúl Gómez Rubio7. www.alexa.com8. www.elmundo.es9. IV-estudio-anual-RRSS_reducida (PDF) – Elogia and IAB Spain research10. www.socialbakers.com11. http://ecommerce-news.es/12. http://www.bankimia.com/13. http://www.bde.es/

About us

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Email: info@siteengine.co.jp

SITEENGINE INC. is a global webmarketing agency based in Tokyo, Japan.

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