090421 Dircom Redes Sociales Nielsen

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Text of 090421 Dircom Redes Sociales Nielsen

Redes Sociales - Feb 2009

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Comunidades Online

y Redes Sociales

El nuevo rostro del

consumidor global

Gustavo Nez GarcaDirector General

Nielsen Online Espaa

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Representando a un Porcentaje cada vez Mayor de Usuarios.

CONSUMIDOR QUE PUBLICA

CONSUMIDOR QUE NO PUBLICA PERO SE

SIENTE REPRESENTADO

SORPRENDELOS!!

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

1

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Fuente: Nielsen Online: BuzzMetrics research

Publicidad

El ADN de la publicidadBAM Brand Association Map

Publicaciones

Televisin

Websites

Prensa

Imprimir

Eslgan

Magazines

Periodismo

Consumidores BannerAnuncios

Spots

Vallas

Viral

Lanzamientos

Sponsors

Empresas

Targets

Estrategias

Ingresos

Dlares

Producto

Agencias

Vendedores

Anunciantes

Publicistas

Profesionales

SubliminalFalso

Errneo

Engaoso

Spam

Bombardeo

Fraudulento

Abusiva

Actores Publicitarios

Medios

Campaas

Asociaciones Negativas

Correlacin / Volumen

1

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Consumidores confan en Consumidores!

Razones para prestar atencin al CGM

1

*** Nielsen Global Trust In Advertising

Survey / Base: All respondents from 47

countries, 2007.

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

La Red Social es Grande

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2008 - February 2009

Rank SectorGlobal Active Reach

Dic 08

Global Active Reach

Feb 09

2 Meses

Var % Puntos

1 Bsqueda 85.9% 86.4% 0.5%

2Portales de Inters

General85.2% 86.2% 1.0%

3Fabricantes de

Software73.4% 72.8% -0.6%

4 Comunidades Online 66.8% 68.4% 1.6%

5 E-mail 65.1% 64.8% -0.3%

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

La Red Social es Grande Mundialmente

Composition of UK Active Unique Audience: January 2009

Global = USA, Brazil, United Kingdom, France, Germany, Italy, Spain, Switzerland, and Australia

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2007 December 2008

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

En Europa experimenta el mayor crecimiento

Incremento de %Porcentuales en %Reach Activo Categora

Comunidades Online -Member Communities

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2007 - December 2008

12.5%

10.3% 9.9% 9.9% 9.6%

5.4% 4.9%

2.9% 2.7% 2.6%1.4%

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Pero, Por qu tienen tanto xito?

Necesidad / Deseo de ser escuchados

Necesidad de conectar con otros

Deseo de crear y hacer cambiar las cosas

Extender aquellas cosas/Personas que nos gustan

Bsqueda de lo autntico

Facilidad de Uso / No Barreras de Entrada / Tecnologa

Everyone in the back of his mind wants to be a star.Chad Hurley: Co-founder, YouTube

from the futile aspirations of the everyman to break out of his lonely anonymous life of quiet desperation, to step in front of the whole world and be

somebody, dude.

Bob Garfield, Wired

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

6%

1% 0% 0%

-1% -1%

-5%

11%

0% 1% 0%

-1%

-7%

-5%

9%

-1%

1%

0% 0%

-5%

-3%

7%

0% 0% 0%-1% 0%

-4%

6%

-4%

0%

0%

0%

-2%

1%

4%

2%

0%

1%

-1%

0%

-6%

3%

6%

1% 0%

-3%

1%

-9%

EU IT ES CH UK FR DE US

CGM Creando un cambio Radical en el uso del Tiempo Online

Variacin Puntos % del Tiempo Online en el hogar

Source: Nielsen Online, NetView, Home & Work, including applications,

February 2008 February 2009

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

EU IT UK ES CH US FR DE

15% 15% 15%11% 13% 12% 14% 16%

14%22%

18%

17%12%

11% 9% 9%

19%16%

18%

18%22%

19% 20%23%

24%23%

20%29%

19%

20%28% 22%

28% 24%28% 25%

34%39%

29% 30%

Content

Communications

Entertainment

CGM

eCommerce/Search/Videos/Movies

Ocupando hasta un 25% del Tiempo Online!

Cmo se utiliza el Tiempo de Navegacin desde el Hogar?

Feb09

Source: Nielsen Online, NetView, Home & Work, including applications,

February 2009

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

1.1

3.3

5.2

2.61.3

0.6

5.7

6.1

5.7

1.4

0

2

4

6

8

10

12

2 - 17 18 - 34 35 - 49 50 - 64 65+

Inc

rea

se

in

Un

iqu

e A

ud

ien

ce

(m

illi

on

s)

Female

Male

Globalmente el Grupo de 35-49 aos es el que Ms Rpido Crece

Incremento de Audiencia nica a la categora Comunidades Online

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2007 December 2008

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2007 December 2008

Audiencia Incremental a la Categora Comunidades Online (milliones)

-0.5

0.0

0.5

1.0

1.5

2.0

2.5

3.0

AU BR CH DE ES FR IT UK US

2 - 17 18 - 34 35 - 49 50 - 64 65+

Globalmente el Grupo de 35-49 aos es el que Ms Rpido Crece

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

-9%

-1%

2%4%

7%

-6%

-4%

-1%

7%

10%

2 - 17 18 - 34 35 - 49 50 - 64 65+

Global US

El perfil de la audiencia est madurando! Especialmente en EE.UU.

Variacin por Edad en la Composicin de la Categora Comunidades Online

Source: Nielsen Online, NetView, Home & Work, including

applications, December 2007 December 2008

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Global US AU FR UK DE CH IT ES BR

15% 16% 21%12% 10% 12% 17%

10% 10%

29%

29%23%

27%

30% 35% 32%32%

36% 40%

39%

30%

29%

27%33% 29% 33% 29% 34%

34%

21%

20%24%

19% 21% 20% 18% 17% 17%14% 11%

6% 8% 7% 4% 5% 6% 6% 3% 2% 1%

65+

50 - 64

35 - 49

18 - 34

2 - 17

El Perfil Vara Dependiendo del Pas

Composicin de la Audiencia nica para la Categora Comunidades Online

Source: Nielsen Online, NetView, Home & Work, including applications,

December 2008

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Cul es el secreto del xito de Facebook?Ranking Global de Redes Sociales

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.com

Las Redes Locales se Hacen HuecoRedes ms Populares en pases donde Facebook es Lder

Source: Nielsen Online, NetView, Home data, including applications,

Dec 2009

2009 The Nielsen Company

www.nielsen-online.com / www.nielsen.comSource: Nielsen Online, NetView, Home data, including applications,

December 2008

Las Redes Locales se Hacen HuecoRedes ms Populares en pases donde Facebook NO es Lder

Muchas Gracias!

www.nielsen-online.com