IAB eSpain, Umbutho wentengiso, ukuthengisa kunye nonxibelelwano lwedijithali eSpain, namhlanje thaca VI Isifundo sonyaka seNethiwekhi yeNtlalo, lwenziwe ngentsebenziswano ne VIKO. Isifundo sinikezela ngohlalutyo lokuziphatha kwabasebenzisi be-Intanethi kwiiNethiwekhi zeNtlalo.
Phakathi kwezigqibo zolu phononongo, inyani yokuba Facebook iseyeyona ntanethi isetyenzisiweyo (96%), ilandelwe yiYouTube (66%) kunye neTwitter (56%). Ukongeza, iipesenti ezingama-70 zabasebenzisi, iinethiwekhi zonxibelelwano zinefuthe kubo izigqibo zokuthenga. Makhe sijonge ngakumbi kwiziphetho zolu phononongo.
UAntonio Traugott, UMlawuli Jikelele we-IAB Spain, utshilo, ngokunxulumene nesi sifundo, ukuba “Iinethiwekhi zonxibelelwano ziyaqhubeka ngokukhula kunye nenkqubo yokuhlanganisa phakathi kwabathengi kunye neempawu. Idatha yokungena iphezulu kakhulu, kodwa ndiyibonisile into yokuba i-89% yabasebenzisi ilandela uphawu oluthile; oku kuthetha ukuba iinkampani ziya ziqhelana nale nkalo kwaye zifumana iindlela ezingekhoyo zokunxibelelana nabaphulaphuli ”.
Ngokutsho UJavier Clarke, UMlawuli weZothutho, ubuGcisa kunye neNew Media, "Indima yenethiwekhi yoluntu kwinkqubo yokuthenga iya isiba ngokubaluleka, inyanzelisa iimveliso ukuba zinikezele ngendima efanelekileyo kuzo kunxibelelwano, ukuthengisa kunye nezicwangciso zentengiso."
Ukungena kweRRSS
I-82% yabasebenzisi be-Intanethi abaneminyaka eli-18 ukuya kwengama-55 basebenzisa iinethiwekhi zokunxibelelana, ezimele ngaphezulu kwesigidi se-14 sabasebenzisi kwilizwe lethu, i-4% ngaphezulu kunango-2013. usengumsebenzisi omncinci (iipesenti ezingama-49 ziphakathi kweminyaka eli-51 nengama-35 ubudala).
I-Facebook iyaqhubeka nokulawula (i-96% yabasebenzisi), ilandelwa yi-YouTube (66%) kunye ne-Twitter (56%). I-LinkedIn, i-Instagram kunye ne-Twitter zezona zonyusa uninzi lwabasebenzisi, zilandelwa yiSpotify, iPinterest, iFlickr neFacebook. Ezona zikhuphela ezona zininzi ziiTuenti kunye neBadoo, ezilandelwa yiMySpace
Ngokwamaxabiso, iYouTube iyaqhubeka ukuba yeyona ntanethi inexabiso elikhulu, elandelwa yiSpotify, Instagram kunye neFacebook. Olu vavanyo aluthethi ukuba i-Facebook iyaqhubeka iyintanethi yenethiwekhi oyithandayo ye-65% yabasebenzisi, ilandelwa yi-YouTube kunye ne-Twitter.
Olona tshintsho lusebenzayo kunxibelelwano lwasentlalweni luyaqhubeka ukuba loluntu (ukudibana kunye nokunxibelelana nabahlobo, ukubona into abayenzayo, ukuthumela imiyalezo), nangona amandla e-YouTube kunye neSpotify echaza ukunyuka kokubukela iividiyo nokumamela umculo (7% ngaphezulu kunango-2013).
Rhoqo kokusetyenziswa
Ukusetyenziswa okuphakathi ziintsuku ezingama-3,6 ngeveki, kunye neeyure ezi-2 iiyure ezingama-51 ngeveki (imizuzu eli-11 ngaphantsi ko-2013). I-Facebook iyaqhubeka nokuba yenethiwekhi yoluntu kunye nokusetyenziswa okuphezulu, kulandelwa yi-Twitter. I-Instagram ifikelela kumanqanaba e-Twitter kwaye ibekwe njengenethiwekhi yesithathu kwisantya sokusetyenziswa, ukugqitha kwiYouTube. Ngenisa i-Spotify ebalulekileyo.
Ukufikelela
Isixhobo sokungena kwi-RRSS siyaqhubeka ukuba yi-PC (99%), nangona ukusetyenziswa kweefowuni eziphathwayo kuyaqhubeka ukwanda (+ 5%) kwinqanaba elifanayo nokungena kwee-smartphones (+ 7%), ukufikelela kwi-75% abaniki. Ukukhula kokusebenzisa okuncinci kwiitafile (+ 3%) xa kuthelekiswa nokunyuka kokungena kweetafile kwimarike (+ 14%).
ixesha elixakekile
Ixesha eliphambili leenethiwekhi zentlalo, ngale ndlela, phakathi kwemini-emva kwemini, Ebusuku naphakathi kwaMasa. I-PC ime phakathi emva kwemini, i-Mobile phakathi emva kwemini, ezinzulwini zobusuku, ebusuku kwaye ngokubanzi iiyure ezingama-24 ngosuku, ngelixa ukusetyenziswa kweThebhulethi kugxilwe ebusuku.
Ubudlelwane kunye neempawu
I-89% ibhengeze ukuba bayayilandela inqaku kunxibelelwano lwasentlalweni kwaye i-38% ityelele amaphepha eempawu rhoqo, ikakhulu ukuze baziswe ngazo kwaye bakwazi ukuthatha inxaxheba kukhuphiswano nakwezonyuselo. I-Facebook iyaqhubeka nokuba yeyona nethiwekhi iphambili yokulandela iimveliso (88%), ilandelwe yi-Twitter (22%) kunye ne-YouTube (7%).
Umbono olungileyo wentengiso kwiRRSS
Ama-52% acinga ukuba alungile kwaye yi-9% kuphela acinga ukuba ayilunganga. Nangona kukho ukuhla okuncinci kwinjongo yokwabelana ngolwazi lomntu siqu, kusekho isimo esihle (36% ewe vs 25% hayi). Awona macandelo alandelweyo zezonxibelelwano kunye netekhnoloji (39%), iNkcubeko kunye neMedia (37%), Ubuhle kunye neZempilo (37%) kunye nokutya (34%).
IiNethiwekhi zeNtlalo kunye neCommerce
Kuphela li-12% kuphela abathi bathengile ngenethiwekhi yokuncokola, efanayo ngo-2013, nangona ama-70% ayavuma ukuba iyayiphembelela inkqubo yabo yokuthenga. Impahla, izihlangu, uKhenketho kunye neeNcwadi zezona zinto ziphambili ezichaphazelekayo. Ngokuphathelele kumagqabantshintshi abanye abasebenzisi, kwi-62% ibalulekile ekuthathweni kwezigqibo, ngelixa i-10% ingachaphazeleki. I-Facebook (+ 80%) kunye ne-Twitter (25%) zezona zisetyenziswa kakhulu, nangona iYouTube ibonakala ngokukhangela ulwazi (23%)
Ukulanda
Unokuzikhuphelela isifundo se-VI sonyaka seeNethiwekhi zeNtlalo apha