El informe que presenta cada año el IAB bajo el nombre Estudio Anual de Redes Sociales es uno de los más esperados en España. Gracias a él conocemos cómo y quiénes son los usuarios de las redes sociales, sus preferencias y hábitos de consumo.
En esta ocasión, que se ha presentado el noveno informe, han añadido algunas novedades, ya que también se han incluido datos sobre cómo son percibidos los influencers y cuál es la visión de los expertos en el sector digital.
Desde Blacknosaur vamos a destacar algunas de las cifras que más nos han llamado la atención y que creemos que pueden ser útiles para los lectores del blog.
DATOS DEL INFORME
Actualmente, 8 de cada 10 usuarios afirman seguir al menos a una marca a través de las redes sociales. Esto significa que para las marcas es muy beneficioso tener presencia online, ya que los usuarios sí están dispuestos a seguirles.
De hecho, el 27% de los usuarios reconoce que las marcas con perfil en redes sociales les inspiran más confianza. Además, un 32% acepta positivamente que se le muestre publicidad en función a sus intereses, un dato que ha aumentado respecto al 2017.
Para los expertos en el sector, el principal objetivo de tener un perfil en las redes sociales es vender (67%), aunque también son muy utilizadas para generar branding (57%) o como servicio de atención al cliente (55%).
La publicidad en redes sociales es, por lo tanto, la mayor motivación para la marcas a la hora de crearse perfiles en redes sociales. Un 76% de las empresas declaran que durante el 2017 han aumentado sus presupuestos en cuanto a la inversión en publicidad online con respecto al 2016.
Además, Facebook es la red social donde se hacen una mayor inversión, seguido de Instagram y Twitter.
Por otro lado, las promociones se sitúan como el contenido que más se genera para redes sociales por parte de las marcas y a la vez el que más interacción y tráfico web atrae. Por debajo de las promociones (75%) se encuentra el branding (60%) y los concursos y sorteos (38%).
En cuanto al eCommerce en Redes Sociales destaca que el 57% de usuarios busca información de los productos antes de comprarlos. Las redes sociales preferidas para informarse de las características y opiniones de estos productos son Facebook (66%) y Youtube (33%).
Por último, el 38% de los usuarios dejan comentarios sobre el producto comprado, expone dudas o quejas a través de las redes sociales. Como dato significativo, el porcentaje aumenta entre mujeres de 16 a 30 años, ya que el 45% de ellas admite dejar este tipo de comentarios.
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