This document discusses how mobile apps and Twitter are closely intertwined in Spain. It notes that Twitter users in Spain are more engaged with apps than average smartphone owners, with 23% more apps installed on their devices. They are also more likely to discover, download, and talk about apps they find on Twitter. The document provides statistics showing high levels of app usage, in-app purchases, and spending on apps among Spanish Twitter users. It argues that Twitter is uniquely positioned to help apps succeed through promotion and synergies with TV viewing.

2. T O I N S T A L L A N D B E Y O N D

3. MOBILE IS AT THE HEART OF TWITTER
70%
use a mobile
device to
access Twitter
of Twitter mobile users say
this is the primary way they
access Twitter80%
Source | Nielsen Twitter EMEA User Deep Dive 2014
90%
of Twitter video views
are on mobile

4. 86% DEL TIEMPO NAVEGANDO POR APPS

6. Confidential
Home
Spotify @Spotify
Listen to Pharrell's GIRL on
Spotify. Play free on
smartphone & tablet.
Promoted by Spotify
Spotify Music
5.0/5.0 stars - 41,380 ratings
Install
katja nelson @katja
You know you're related when you
accidentally put on the exact same
outfit. @altabirdy
Chloe @tweetinchloe
This Pharrell concert is amazing!
AT&T Park in San Francisco is
rockin’ right now #Lucky

7. Confidential
Spotify Music
Spotify Ltd.
(41,380)
FREE
Details RelatedReviews

8. Confidential
Chloe @tweetinchloe
This Pharrell concert is amazing!
AT&T Park in San Francisco is
rockin’ right now #Lucky
katja nelson @katja
You know you're related when you
accidentally put on the exact same
outfit. @altabirdy
Home

9. Confidential
Home
Spotify @Spotify
Listen to Spotify on your
smartphone! Play Eminem’s
entire catalogue:
Promoted by Spotify
Spotify Music
5.0/5.0 stars - 41,380 ratings
Open
Chloe @tweetinchloe
Just got tickets to the Eminem show
in Pasadena! I love #SlimShady in
concert!
erinlmcmahon @erinlmcmahon
Wedding planning action shot
#twoscreens cc @mcmahon_liz

10. This app just secured homepage
real estate on my phone.
taptalk.me
ashton kutcher
@aplusk
136 RETWEETS 354 FAVORITES

11. Trivia Crack is love, Trivia Crack
is life.
Khatarina
@Khat_Morgs
3 RETWEETS 16 FAVORITES

12. You can basically split my life into
two eras: Before Trivia Crack and
After Trivia Crack.
The Book of Mormon
@BookofMormon

13. Anyone else playing Crossy Road
as Poopy Bird? No? Cool.
josh groban
@joshgroban
72 RETWEETS 147 FAVORITES

14. TOP 20 APPS - 30 DAYS 4 4 M T W E E T S
Source | Crimson Hexagon, Jan 2015

15. 0
5000
10000
15000
20000
25000
0
750
1500
2250
3000
DOWNLOADS MENTIONS
CONVERSATION CORRELATES TO INSTALLS
Source | ThreeGame, Twitter internal data and App Annie, 2014

16. when we watch Pete Wentz play
Trivia Crack in the toilet.
6 11
Pete Wentz @petewentz
i only really feel comfortable
socially when i am playing trivia
crack. pls dont judge me.
1,604 5,003
Ryan Brown @brownday
What a game. #MarchMadness
#MichiganvKentucky
205
Barack Obama @BarackObama
Baracketology: President Obama
knows his hoops. ofa.bo/fKW
#MarchMadness
1,422 1,893
205

17. 205
Barack Obama @BarackObama
Baracketology: President Obama
knows his hoops. ofa.bo/fKW
#MarchMadness
205
Trivia Crack @triviacrack
@petewentz We don't judge. We
only really feel comfortable socially
when we watch Pete Wentz play
Trivia Crack in the toilet.
6 11
205 205
Pete Wentz @petewentz
i only really feel comfortable
socially when i am playing trivia
crack. pls dont judge me.
1,604 5,003

19. Even MP’s are playing it. Candy
Crush is back with NEW candies
and combinations! Tap to Play!
Candy Crush Soda
@CandyCrushSoda
108 RETWEETS 404 FAVORITES
Promoted by Candy Crush Soda
Promoted by Candy Crush Soda

20. ONLY ON TWITTER

21. WHERE GOOD CONTENT TRAVELS FURTHER

22. USERS DISCOVER APPS ON TWITTER IN SPAIN
DOWNLOAD AN APP THEY SAW ON TWITTER
32%
ARE FIRST AMONG THEIR FRIENDS
TO DISCOVER NEW APPS
31%
TRUST TWITTER TO RECOMMEND APPS
23%
SEE TWITTER AS A GREAT PLACE
TO FIND OUT ABOUT NEW APPS
30%
Source | Research Now, Mobile App Research, ES, Feb 2015

23. APP PROMOTION COMMANDS HIGH AWARENESS
RECALL SEEING A
MOBILE APP INSTALL
CARD ON TWITTER45%
Source | Research Now, Mobile App Research, ES, Feb 2015

24. OF TWITTER USERS IN SPAIN WILL
TALK ABOUT APPS THEY LIKE WITH
FAMILY AND FRIENDS
61%

25. TWITTER USERS DO MORE AND BUY MORE
#ENGAGEMENT MOBILE APPS USAGE

26. Source | Global Web Index, 2015 (Spain)
BOOKS
CHAT/MESSA
GING
GAMES
MUSIC
SOCIAL
NETWORK
PHOTO
67%HAVE INSTALLED AN
APP IN THE
PAST MONTH
UK: 58%
USA: 58%
FR: 56%
IT: 63%
DE: 56%
NL: 48%
BR: 63%
JP: 28%

27. THE AVERAGE TWITTER USER
IN SPAIN HAS 23% MORE APPS
ON THEIR DEVICE
THAN THE AVERAGE SMARTPHONE OWNER
Source | Research Now, Mobile App Research, ES, Feb 2015

28. TWITTER USERS IN SPAIN ARE HIGH ENGAGERS
OF TWITTER USERS HAVE
APPS ON THEIR PHONE
THAT THEY HAVE PAID
FOR
65%
PAY FOR PURCHASES IN-
APP
26%
Source | Research Now, Mobile App Research, ES, Feb 2015
INCREASE VS AVERAGE
SMARTPHONE OWNER
+67%
INCREASE VS AVERAGE
SMARTPHONE OWNER
+70%

29. TWITTER HAS A VERY UNIQUE RELATIONSHIP WITH TV
#SINERGY TV+TWITTER

30. USERS ENGAGE SIMULTANEOUSLY
USE TWITTER WHILE
WATCHING TV
81%3 in 4 76%
TWEETED ABOUT A TV
ADVERT AIRING
DURING THE TV SHOW
SEARCHED ON TWITTER
FOR A BRAND/PRODUCT
SEEN ON A TV AD
Source | Nielsen Twitter ES Deep Dive (Feb 2014); BRAINJUICER Twitter+TV study (October 2014)

32. Liam Neeson is channeling
exactly how I am when I play
@ClashofClans #SuperBowl
Danny Sullivan
@dannysullivan
449 RETWEETS 801 FAVORITES

33. #SB49 BROADCAST WINDOW
CLASH OF CLANS AD AIRS
THERE WERE 240K TWEETS
AND 26M IMPRESSIONS
ABOUT CLASH OF CLANS
ON THE DAY OF THE
SUPER BOWL
Source | Twitter Internal Data

34. TV X TWITTER USERS HAVE HIGH WILLINGNESS TO
SHARE
28%MORE LIKELY TO TALK TO
FRIENDS AND FAMILY ABOUT
AN APP THEY’VE FOUND
AVERAGE ES
CONSUMER
TV+TWITTER
USERS
Source | Research Now, Mobile App Research, ES, Feb 2015

35. AND HIGHER PURCHASING POWER
PAID FOR APPS ON THEIR PHONE
AV. SMARTPHONE
OWNER
AV. TWITTER
USER
TVxTWITTER
USER
47%
65%
75%
WILLING TO PAY FOR IN-APP PURCHASES
19%
26%
37%
TVxTWITTER
USER
AV. SMARTPHONE
OWNER
AV. TWITTER
USER
Source | Research Now, Mobile App Research, UK, Feb 2015

36. SPENT ON APPS AND ON IN-APP
PURCHASES BY SPANISH TWITTER
USERS IN THE LAST 30 DAYS
€29M
Source | Research Now, Mobile App Research, ES, Feb 2015

37. PROVIDING SOLUTIONS ACROSS THE MOBILE ECOSYSTEM
TPN
Ads
TPN

38. GRACIAS
@jaimepele
#FIN