Social Media and the Pandemic: Consumption Habits of the Spanish Population before and during the COVID-19 Lockdown

The confinement of the Spanish population due to the COVID-19 pandemic triggered a change in patterns of electronic device usage, leading to an increase in internet traffic. This study sought to evaluate the use of social media by the Spanish population before and during the COVID-19 lockdown. An extensive ad hoc questionnaire was prepared and distributed to a total of 397 people of different ages from different Spanish provinces. The questionnaire was previously validated and was found to be reliable. The results showed that during the lockdown, the most frequently used social networks were WhatsApp and Facebook, although others, such as Telegram and TikTok, also experienced a significant increase in user registrations. There was also an increase in the number of hours spent per week using social media, especially Facebook, WhatsApp and YouTube, to share images, videos and audio messages, with a significant increase in document sharing and knowledge acquisition. The final section discusses some of the results and concludes by highlighting the importance of analyzing social behavior in times of crisis in order to design more effective and personalized communication strategies.