Ngokusho kwe- V Ucwaningo Lonyaka LwamaNethiwekhi Omphakathi echazwe ngu I-IAB Spain, inhlangano emele umkhakha wezokukhangisa nowezokuxhumana kwidijithali eSpain, kanye ne-Elogia Group, abasebenzisi abangu-41% baseSpain balandela imikhiqizo abayithandayo kusuka kumanethiwekhi omphakathi, ikakhulukazi Facebook. Ngokuqondile, abasebenzisi abangama-93% bangabalandeli bemikhiqizo yabo abayithandayo nge-Facebook.
Enye yemininingwane evezwe kulo mbiko ukuthi ama-70% we abasebenzisi de amanethiwekhi omphakathi sengivele ngiyifinyelele kusuka kufayela le- umakhalekhukhwini, okungama-25% ngaphezulu kunango-2012- Ngaphezu kwalokho, ama-56% wabasebenzisi bebelokhu bekwenza lokho kusukela lapho amaphilisi, okwenza ukubona kusengaphambili indlela yokukhula, ngokusho kwalabo ababhekele ucwaningo.
Ngokwezibalo ezitholakele, iningi labasebenzisi bezingosi zokuxhumana nabantu abalandela imikhiqizo evela kumanethiwekhi okuxhumana nabantu bakwenza lokho kusuka Facebook (93%). Lokhu kuyalandelwa Twitter (20%), Youtube (9%) ne-Google + (7%). Izinhlobo zilandelwa kumanethiwekhi omphakathi ngezizathu ezahlukahlukene, ikakhulukazi ukuthola ukunikezwa kwemisebenzi (78%), izaphulelo kanye nokukhushulwa (77%) kanye nokuhlinzekelwa kwamakhasimende (70%).
Lokhu kuhlola okwenziwa minyaka yonke kuveza imininingwane evela kuzimpendulo eziyinkulungwane ezivela kubasebenzisi be-Intanethi abavela kulo lonke elaseSpain, eqoqwe kwikota yokugcina yonyaka wezi-2013, eqinisekisa indima efanelekile yokuxhumana nabantu njengengxenye yamasu wokuxhumana nezokumaketha ezinkampani.
Emcimbini wokwethulwa kocwaningo namhlanje ekuseni, UJavier Clarke, Umqondisi wezamaselula nabezindaba e-IAB Spain, waqokomisa ukuzinza eSpain ngamaphesenti okusetshenziswa kwamanethiwekhi okuxhumana nabantu ngo-2013. Izinga lokusetshenziswa liyefana nango-2012, okungukuthi, ama-79%, ukuze abasebenzisi abasebenzisa i-inthanethi abayisishiyagalombili kwabayishumi babe nephrofayili esebenzayo kuma-social network, kanye nokufinyelela ku-77% kubo nsuku zonke. Ngo-2009, iphesenti labasebenzisi balezi zingxenyekazi lalingama-51%; ngo-2010 lenyuke lafika ku-70% kwathi ngo-2011 lafinyelela ku-75%. Eminyakeni emibili edlule leli phesenti limi ku-79%.
Enye yezinto eziye zahluka ngo-2013 kufayela le- iphrofayili yomsebenzisi wezokuxhumana nabantu ukuthi usephenduke isihlava nje futhi ube yisibukeli kunalabo abazana naye, futhi akanakukhathazeka ekushicileleni okuqukethwe. Ngalo mqondo, kuvela ukuthi isukile ku-43% ngo-2012 yaya ku-36% ngo-2013. Lo mkhuba uqondana nemininingwane yakamuva etholakala kuleli sonto ekusetshenzisweni kwe-Twitter, okukhombisa ukwehla kwama-akhawunti asebenzayo kanye namandla engxoxo .
Ngokuphathelene nenethiwekhi yokuxhumana nabantu abasebenzisi abayithatha njengeyaziwa kakhulu, kuyabonakala Facebook (99%), kulandele Twitter (92%), Youtube (88%), I-Tuenti (76%), Google (75%) e Instagram (64%). Ngakolunye uhlangothi lwesikali sithola Pinterest (29%), Vimeo (25%) futhi Foursqure (13%).
Esinye isici esiye sahluka phakathi kwabasebenzisi bezinkundla zokuxhumana ukuthi manje sebekhona kuxhunyaniswe nokuxhumana nabantu abaningi. Ngakho-ke, isilinganiso ngo-2010 sasingu-1,7%, kanti ngo-2013 sasingama-3,6%. I-YouTube ihlala iyinethiwekhi yokuxhumana eyaziswa kakhulu, enamaphuzu aphakathi nendawo ayi-8,1, elandelwa yi-Facebook (7,9), i-Spotify (7,7), iPinterest (7.4) ne-Twitter (7,3).
Ngokokuqala ngqa, lolu cwaningo lonyaka lufaka phakathi imibuzo mayelana WhatsApp, ipulatifomu okuyi-88% yalabo okuhloliwe abangabasebenzisi, i-59% yabo eyithatha njengenethiwekhi yokuxhumana nabantu (ngoba ivumela ukuxhumana nabantu oxhumana nabo nokwakha amaqembu), uma kuqhathaniswa nabangu-41% abakholelwa ukuthi izinsizakalo zayo azanele ukufanelekela kanjalo . Kuyathakazelisa ukuqaphela ukuthi abasebenzisi beWhatsApp abawalahlanga amanye amapulatifomu ababambe iqhaza kuwo ngokuwajoyina, kepha cishe isigamu siyavuma ukuthi bayekile ukusebenzisa ingxoxo yamanye amanethiwekhi omphakathi, ikakhulukazi ingxoxo ye-Facebook.
para UJavier Clarke, Umqondisi weMobile & New Media kwa-IAB Spain:
Ama-Social Networks asevele enendima efanele futhi ebalulekile ezinhlelweni zokuxhumana nokumaketha zazo zonke izinhlobo zezinkampani. Ukuqonda i-ecosystem yayo, ulwazi lomsebenzisi, inani elengeziwe kanye nezinguquko zalo eziqhubekayo, kudinga izifundo eziphelele nezingaguquguquki. Ngonyaka wesihlanu olandelanayo, sikwazile ukuthola kulolu cwaningo izici ezifanele kakhulu zemakethe.
URamiro Sueiro, Umqondisi Ophethe we-Gestazión, umxhasi walolu cwaningo, uthi;
Kuze kube namuhla, lolu Cwaningo lukuphela kwesethenjwa esithembekile eSpain sokwenza izinqumo zamasu kumaSocial Networks, aqinisekiswa njengesixhobo esingenakuphikwa kwinhlanganisela yethu yemidiya yedijithali. Ulwazi olujulile lwazo kuphela oluzoqinisekisa izinqumo ezinhle kakhulu kwezokuxhumana nokumaketha kwedijithali.
Ungalanda lolu cwaningo ku- www.iabspain.net/redes-sociales/