Leading Financial Services Brands in Spain: A Q4 2024 Analysis

In the dynamic landscape of financial services in Spain, the fourth quarter of 2024 highlighted exceptional performances from leading brands such as BBVA Group, PayPal, and ING Group. This analysis leverages comprehensive data from Sensor Tower, showcasing insights into web, app, and advertising metrics. By cross-referencing these data points, Sensor Tower offers unparalleled insights into cross-platform user behavior.

BBVA Group

BBVA Group, renowned for its innovation in digital banking, commands a significant digital presence through its website, bbva.com, and the BBVA app.

• Audience Trends: The website maintained a stable monthly audience, with visits peaking at over 39M in December. Monthly unique visits hovered around 2.3M. True monthly audience figures consistently exceeded 9M, with a significant portion accessing via the app.

• App Engagement: The BBVA app saw an upward trend in monthly active users, reaching over 8.3M by December, reflecting a strong preference for mobile interactions.

• Ad Spend & Channels: BBVA's monthly advertising spend varied, peaking in October at over $400K, primarily on Facebook and Instagram. Monthly impressions exceeded 196M, showcasing the brand's extensive reach.

PayPal

PayPal, a global leader in online payments, maintains a robust digital presence via its website, paypal.com, and the PayPal - Pay, Send, Save app.

• Audience Trends: The website experienced stable monthly traffic, with visits consistently around 20M. The true monthly audience remained stable above 5M, with a balanced mix of web and app visitors.

• App Engagement: The app's monthly active users increased steadily, reaching over 3.6M by December, indicating robust mobile engagement.

• Ad Spend & Channels: PayPal's monthly ad spending spiked in December, surpassing $10K, focusing on Facebook, resulting in over 5M monthly impressions.

ING Group

ING Group, known for its customer-centric banking solutions, operates several online platforms including ing.com and ingdirect.es, along with the ING Bankieren app.

• Audience Trends: Both websites showed significant growth, particularly ingdirect.es, which saw visits peak at over 55M in December. True monthly audience numbers were robust, with a noticeable increase in web-only visitors.

• App Engagement: The ING Bankieren app maintained stable monthly user engagement, with active users around 500K.

• Ad Spend & Channels: ING's advertising strategy saw consistent monthly spend with a notable focus on Instagram, leading to impressions over 75M in December.

Conclusion

The financial services sector in Spain is thriving, with BBVA Group, PayPal, and ING Group leading the charge. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these brands' cross-platform strategies. This unique capability to analyze web and app data alongside monthly advertising spend and impressions underscores Sensor Tower's pivotal role in understanding user behavior across the digital financial landscape.