Redes Sociales y Movilidad


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La redes sociales y la movilidad son dos hechos abrumadores que cada vez van más de la mano, es un fenómeno imparable que es de enorme éxito por una simple razón: el ser humano necesita socializarse y moverse, es básico, muy básico. En esta presentación doy cifras y claves, para motivar a emprender, a no quedarse quieto.

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Redes Sociales y Movilidad

  1. 1. Redes Sociales y Movilidad Seminario TIC al Servicio de la Sociedad 201222 Marzo - ETS Ingeniería Universidad de Sevilla / Fundación Vodafone España Javier Viñuales @vigu
  2. 2. @viguRedes Sociales
  3. 3. @vigu IN MARCH 2007 The Social Networking category had a global audience of <500 million users.Total Unique Visitors (MM) 528.7 429.8 356.3 56.4% of  the  world’s   online population Email Instant Social Messengers Networking Source: comScore Media Metrix, March 2007
  4. 4. @vigu “When I wrote ‘The World Is Flat’ [2004]... Facebook didn’t exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place...and Skype for most people was a typo. All of that changed in just the last six years.” Thomas L. Friedman
  5. 5. @vigu I N O C TO B E R 2 0 11 Around the world, Social Networking 1,179.4 now reaches 916.8 1.2 billion users.Total Unique Visitors (MM) 444.9 82.4% of  the  world’s   online population Email Instant Social Messengers Networking Source: comScore Media Metrix, October 2011
  6. 6. @vigu Las redes sociales se han convertido en unfenómeno global
  7. 7. @vigu Tan pronto como acceden a Internetlas personas tienden aconectarse unas con otras
  8. 8. @vigu 1 1 de cada5 minutes online Nearly in 5 minutos online es dedicado a redes sociales is spent on social networks today. 2008 2009 2010 201135 Social Networking30 Search/Navigation Retail25 Communications (Email/IM) Other ContentTime Spent on Key Categories OnlineWorldwide Hours per Month (Billions) Source: comScore Media Metrix, March 2007 - October 2011
  9. 9. @vigu3 de in 4 minutes on social networking es en Facebook cada 4 min. en redes sociales31 sites are spent on Facebook de cada 7 min. online es dedicado a Facebook1 in 7 minutes spent online are spent un 55% de penetración mundial Facebook tieneon Facebook Source: comScore Media Metrix, October 2011
  10. 10. @vigu Evolución en el uso de6.- Redes Sociales visitadas España redes sociales en Facebook 95% 89% 57% 5% deja de utilizar/ visitar Youtube 60% Youtube Tuenti 39% 44% 11% deja de utilizar/ visitar Los que Twitter 34% Tuenti abandonan 18% 20% determinadas Google+ redes sociales es Badoo 12% 20% deja de utilizar/ visitar para pasarse a 15% Badoo Facebook o LinkedIn 12% 5% porque sus 11% 39% deja de utilizar/ visitar amigos ya no MySpace 18% MySpace están en la 8% Flickr misma. Hi5 5% 10% 50% deja de utilizar/ visitar Hi5 Xing Xi 4% 4% Base Usuarios: Tumblr 1% 2011 725Foursquare q 1% Base Usuarios: B U i 2010 548 Pág. 35 Pregunta: Hay alguna red social o portal de contenidos 2.0 que antes utilizabas a menudo y que ahora ya no estás utilizando?
  11. 11. @viguMovilidad
  12. 12. Mobile and Connected Device Landscape @viguile media MOBILE MEDIA USE SOARS IN 2011n the U.S. 2011 saw mobile media use accelerate across markets, Among the eight markets analyzed, Japan had the highesturpassed fueled by the popularity of smartphones, the growing penetration of mobile media usage at 76.2 percent in availability of WiFi paired with the proliferation of 3G and 4G December 2011. The UK followed with more than 56 percent% in 2011 wireless networks, and continuing shifts towards a constantly of its mobile population using mobile media, having crossed España es el 5º país del mundo connected consumer lifestyle. A significant percentage of the 50-percent threshold halfway through the year. Mobile mobile users reported engaging with mobile media – which is media usage in the U.S. showed similar penetration of 55.2 defined as browsing the mobile web, accessing applications percent, with more than half of mobile subscribers using en cuota de uso de móviles or downloading content – with penetration of this behavior mobile media at the beginning of Q3 2011. The strong rise in increasing 9.2 percentage points across the EU5 (France, penetration of mobile media usage and continued adoption Germany, Italy, Spain, United Kingdom) and 11.6 points in of different means of accessing digital content indicate the United States. significant opportunity for content creators, publishers and app developers as this behavior becomes even more ubiquitous. Share of Mobile Media Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 76.2% 56.6% 55.2% 49.9% 49.7% 43.9% 43.6% 40.0% JAPAN UK U.S. CANADA SPAIN FRANCE ITALY GERMANY 6
  13. 13. ECTED The significant increase in mobile media usage can be attributed to the widespread adoption of smartphones Smartphone Installed Audience (000) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 EVICE throughout 2011. The smartphone audience in the EU5 UK 25,386 @vigu achieved a significant 44-percent increase to 104 millionSCAPE subscribers, representing 44.0 percent of all mobile users. Spain 17,855 Canada 9,103 The U.S. saw an even stronger increase of 55 percent to 98 million smartphone subscribers, representing nearly 42 Italy 21,067 percent of all U.S. mobile users. US 97,865 France 18,788 España es el 2º país del mundo In July 2011, smartphones surpassed feature phones in Germany 21,300 the U.S. in terms of new mobile acquisitions for the first Japan 16,902 time, buoyed by the continued development of smartphone en cuota de uso de smartphones models and rollout of more affordable device options – particularly on the Android platform – across all carriers. By the end of the year, nearly 60 percent of all recently acquired mobile devices in the U.S. were smartphones, illustrating how pervasive these devices have become among the mobile audience. In comparison, less than 20 percent of new devices acquired were smartphones at the end of Q1 2009. Share of Smartphone Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 UK 51.3% SPAIN 51.0% CANADA 45.3% ITALY 43.9% U.S. 41.8% FRANCE 40.0% GERMANY 37.0% JAPAN 16.6% 7
  14. 14. @vigu Guerra de sistemas operativos Sólo pueden quedar ¿dos?, ¿tres? SMARTPHONE ANDROID GRABS TOP POSITION IN EU5 SMARTPHONE MARKETPTURES NEARLY HALF OF U.S. SMARTPHONE MARKET ADOPTION The European smartphone market has seen significant shifts in market share in the past couple of years with Android EU5 Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5 hone market has seen significant shifts in market U.S. Smartphone Market Share by OSt couple of years with Android and iOS devices Source: comScore MobiLens,and iOS gainingJun-2010 to Dec-2011, U.S. other platforms. 3 mon. avg. ending share at the expense of In recent months, Android captured the top position 0.2% the expense of everyone else. Android, in 100% from Symbian in the EU5 and has seen substantial shareuickly captured a significant percentage of the 90% gains across each of the markets in the past year. Overall, reigns as the leading smartphone platform at 80% 3.4% Android’s EU5 market share jumped from 12.0 percent here are all these new Android owners coming 70% 5.2% in December 2010 to 31.2 percent in December 2011.gest that many RIM users are actually shifting to 60% Symbian, meanwhile, has seen its market share erode inhey purchase a new smartphone. Specifically, 50% 40% each of these markets but is still maintaining the leading 9.4%ho purchased a new smartphone in 2011, 31 30% position in Italy and Spain. iOS has mostly maintained or 31.2% ed Android phones while 43 percent stuck 20% slightly extended its market share across Europe. Despitece. Despite being a longtime market leader in 10% accounting for a smaller percentage of the smartphoneced challenges in reacting to rapidly-changing 0% JUN-10 OCT-10 market, RIM actually expanded its market share in Europe FEB-11 JUN-11 OCT-11 ences for a better browsing experience, sleeker in the pastRIM IOS ANDROID significant share in the U.S. year, despite losing 20.7% and an expanded app marketplace. MICROSOFT SYMBIAN PALMphone share gains were somewhat more deliberate in nature throughout much of the year, never gainingpercentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gainme in the final two months of 2011 on the heels of the iPhone 4S launch in October. RIM, currently the third 29.9%m in U.S. market share, has seen the greatest attrition with its market share halving in the past year to ANDROID SYMBIAN IOS RIM MICROSOFT OTHER SMARTPHONE PALM 21
  15. 15. Mobile Media Consumption @vigu In the U.S. APP AND BROWSER AUDIENCES REACH PARITY AS DUAL ACCESS METHODS SHAPE USERS’ EXPERIEU5, mobile At the conclusion of 2011, more than 127.6 million mobile surge in app users. In December 2011, 47.6 percentp audience users in the U.S. and 108 million users in Europe consumed total mobile audience in the U.S. used apps, an increa mobile media through their mobile browser or applications, of 13.3 percentage points, while 47.5 percent used m exceeded Consumo de datos en movilidad with both geographies seeing nearly 30 percent increases browsers, up 11.1 points. In Europe, 38.2 of the totalt of mobile in these audiences. In 2011 both geographies saw mobile mobile audience accessed mobile media via applicatiser growth app audience growth exceed that of mobile browser growth, up 10.1 percentage points, while 38.1 percent used t El uso de Apps y Web están igualados as smartphone adoption and growing app options fueled a browser (up 9.2 points). Percent Share of Browser and App Users Among Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 38.2% +10.1 pts USED APPLICATION 47.6% +13.3 pts 38.1% +9.2 pts USED BROWSER 47.5% +11.1 pts EU5 U.S.
  16. 16. @vigu BILE MEDIA Males and females displayed differing patterns of smartphone shopping behavior. Females were more likely to use their compared prices (14.1 percent), and researched product features (10.9 percent).NSUMPTION smartphone to make shopping a more social experience as The rising trend seen for the smartphone shopping companion they engaged in behaviors such as taking product pictures De tiendas en movilidad (24 percent), sending these pictures to friends/family (20.2 percent) and calling/texting family or friends about a specific product (22.3 percent). Males were more likely to use their is not limited to the U.S. In Canada, 53 percent of smartphone owners used their phone for retail-related activities in a store, while Spain, bolstered by its strong smartphone penetration, Tipos de actividades y cuotas por sexo smartphone to find information, with male respondents reporting to have scanned a product barcode (20.4 percent), saw 52 percent of smartphone owners engage with their phone while shopping. Share of U.S. Smartphone Owners Performing Activities in Retail Store Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. 19.7% 24.0% 18.8% 22.3% 20.4% 16.2% 14.6% 20.2% 13.1% 12.3% 14.1% 10.0% 8.3% 11.1% 10.9% 7.2% 6.3% 5.7% TOOK PICTURE TEXTED/CALLED SCANNED A SENT PICTURE FOUND STORE COMPARED FOUND RESEARCHED CHECKED OF PRODUCT FRIENDS/FAMILY PRODUCT OF PRODUCT TO LOCATION PRODUCT COUPONS OR PRODUCT PRODUCT ABOUT PRODUCT BARCODE FAMILY/FRIENDS PRICES DEALS FEATURES AVAILABILITY MALES FEMALES 31
  17. 17. @viguRedes sociales y Movilidad
  18. 18. @viguOBILE MEDIA MOBILE SOCIAL NETWORKING SURGES IN U.S. AND EU5NSUMPTION 2011 saw the continued rise of social networking via accessed social media in Europe, an increase of 76 El 38% de los usuarios de redes sociales smartphone devices and the increasing frequency of percent. In both markets, more than half of mobile social this behavior. In the U.S., 64 million smartphone owners networkers accessed these destinations on a near daily In the U.S. and accessed social networking or blog destinations via their basis demonstrating the increasingly central role mobile 5, more than half of mobile users afirma que accede a ellas a través del móvil mobile device in December 2011, an increase of 77 percent from the previous year, while 48.4 million consumers media plays in consumers’ daily lives. accessing social Accessed Social Networking or Blog via Smartphoneworks did so on a Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 near daily basis +77% +76% +88% 64.2 Million +102% 48.4 Million 38.2 Million 25.5 Million U.S. EU5 EVER IN MONTH ALMOST EVERY DAY
  19. 19. @vigu4.- Redes utilizadas / visitadas Twitter es la red social más usada en movilidad Facebook es la red social más utilizada por los encuestados. Le siguen Youtube, Tuenti móvil 5.- Conexión a través del Twitter y Google+. LinkedIn presenta un gran aumento con respecto a 2010. g p g p Facebook es la 1ª en uso Twitter es la 1ª en uso en movilidad Twitter es la red a la cual los encuestados más se conectan a través del móvil, seguida por Tuenti y Facebook. Facebook 95% 89% Youtube 57% 60% Tuenti 39% 44% Promedio de Twitter 34% redes visitadas 18% 2,9 Google+ 20% Badoo 12% 2011 15% redes 12% LinkedIn 5% 70% MySpace 8% 11% 18% 2010 1,7 Flickr redes Hi5 5% 10% Xing 4% 4% Base Usuarios: Tumblr 1% 2011 0 275 Base Usuarios Base Usuarios 1% (2011): 725 (2010): 548 Foursquare Pág. 32 Pregunta: ¿Desde dónde te conectas a cada una de las siguientes redes sociales o portales de contenidos? Pág. 21 Pregunta: ¿Cuáles de las siguientes utilizas, visitas? (Marca todas las que correspondan)
  20. 20. networking activity was reading posts from people known to engage with their audiences through these channels. AsUMPTION personally (84.6 percent of U.S. smartphone social Facebook gears up for its 2012 IPO and attention turns to networkers and 79.5 percent of EU5), followed by posting mobile as an incremental monetization channel, it appears status updates (73.6 percent U.S., 65.2 percent EU5). @vigu likely that the mobile advertising market will blossom in the year ahead. Mobile social networkers also were likely to interact with brands on these sites, with more than half of U.S. users Social networking is poised to play an increasingly important (57.4 percent) reading posts from organizations/brands/ role in the mobile ecosystem in 2012, not just for people to events, while nearly half did so in the Europe. U.S. users connect with their friends, but also for brands and advertisers were more likely to receive a coupon/offer/deal via social to connect with consumers. With a growing portion of networking sites (37.2 percent) and click on advertisements mobile users already engaging with branded content via while social networking (32.3 percent), when compared social networks this platform will only continue to grow in Actividades en redes sociales desde smartphone to mobile social networkers in the EU5. These insights importance, particularly for those advertisers utilizing location- demonstrate the immense opportunity for social networks to based services to engage friends and followers on-the-go. Smartphone Social Networking Activities by Share of Social Networking Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 84.6% READ POSTS FROM PEOPLE KNOWN PERSONALLY 79.5% 73.6% POSTED STATUS UPDATE 65.2% 60.1% FOLLOWED POSTED LINK TO WEBSITE 54.1% 57.4% READ POSTS FROM ORGANIZATIONS/BRANDS/EVENTS 48.5% 49.3% READ POSTS FROM PUBLIC FIGURES/CELEBRITIES 44.2% 41.3% POSTED LINK TO WEBSITE 37.5% 37.2% RECEIVED COUPON/OFFER/DEAL 27.4% 32.3% CLICKED ON ADVERTISEMENT 28.7% U.S. EU5 35
  21. 21. @vigu Pero¿qué es una red social?¿por qué es importante?
  22. 22. @vigu Sobre lo que voy a comentar• Qué es una red social y tipos esenciales• Reglas de la vida en red social• Seis grados de separación y tres de influencia• La personas y la libertad de movimiento• Hacia la séptima revolución en TI
  23. 23. @vigu Qué es una red social y tipos esenciales• Inteligencia más• Sentimiento y emoción, nuestra ventajas evolutivas pero implican... • La existencia del lenguaje • La necesidad de tribus• Necesitamos a la sociedad• Las redes sociales existen desde... siempre
  24. 24. @vigu Qué es una red social y tipos esenciales• Fila de cubos• Árbol telefónico• Pelotones militares
  25. 25. @vigu Qué es una red social y tipos esenciales• Fila de cubos• Árbol telefónico• Pelotones militares
  26. 26. @vigu Qué es una red social y tipos esenciales• Fila de cubos• Árbol telefónico• Pelotones militares
  27. 27. @vigu Reglas de la vida en red social• 1ª Somos nosotros quienes damos forma a nuestra red.• 2ª Nuestra red nos da forma a nosotros.• 3ª Nuestros amigos nos influyen.• 4ª Los amigos de los amigos de nuestros amigos también nos influyen.
  28. 28. @vigu Seis grados de separación y dos de influencia• Separación• Influencia
  29. 29. @vigu Seis grados de separación y dos de influencia• Separación• Influencia
  30. 30. @vigu Seis grados de separación y tres de influencia• Separación: Exp. Milgram y Número de Bacon• Influencia: Christakis y Fowler, ¿por qué?... • Decadencia intrínseca o el juego del rumor • Inestabilidad de la red o los vínculos no son eternos • Efectos evolutivos o aún somos tribus de homínidos
  31. 31. @viguSeis grados de separación y tres de influencia Mundo pequeño
  32. 32. @vigu Seis grados de separación y tres de influencia• Separación: Exp. Milgram y Número de Bacon• Influencia: Christakis y Fowler.
  33. 33. @vigu Las personas y la libertad de movimiento• Dónde vives• Dónde trabajar/estudias• Dónde te diviertes• ... en tránsito
  34. 34. @viguHacia la séptima revolución en TI• 1ª Revolución: Computadoras• 2ª Revolución: Redes• 3ª Revolución: Dispositivos móviles• 4ª Revolución: World Wide Web• 5ª Revolución: Wikipedia y Linux• 6ª Revolución: Redes sociales y la nube• 7ª Revolución: Contexto, perfil y semántica
  35. 35. @viguHacia la séptima revolución en TI• 7ª Revolución: Contexto, perfil y semántica • Redes sociales en movilidad • Dispositivos, geoposicionamiento y perfil del usuario • IPv6, seguridad, p2p y soporte de movilidad/dispositivo • Explotación del contexto • Semántica de la información
  36. 36. Si quieres que hablemos... @vigu Muchas gracias