Sánchez-Ocaña Alejandro Suárez. TIME-sector employer since 1998 CEO of the Group Publispain, the network of blogs Entertainment Networks SL and Leisure Blogs, Chairman of Inversora Foley, Director and Founding Partner of Yes.fm, advisor and investor in several companies in innovation, new technologies and internet.
Consumer Information, Media and Social Networks
During last September, we conducted the Internet Study Habits in Spain 2009, conducting extensive interviews with more than 2,000 people through blogs Entertainment Networks.
This study (you can download in pdf or ppt at the end of this post), has been divided into several phases that we will be presenting topics until publication of the full study in the near future.
The first is that today we are presenting in public on the consumption of information, media and social networks in Spain.
Social Networks:
76% of respondents from Spain, use one or more social networks s. Being the penetration graph them:
My perception was not exactly the picture we get in the studio. I thought the difference between Facebook and Tuenti was somewhat lower, I understand that space will expand sharply and I'm surprised the tremendous penetration of Hi5 in Spain, with 16.5%, up from MySpace and Twitter, I had that feeling.
On the other is very aggressive to see the evolution of Twitter in Spain, almost to the height of MySpace when it's just over 1 year and some months, or out in the statistics. Other networks, like the invention of telephone, Ketek are some testimonial that confirms what many augurábamos; a strategic error, timing and positioning by Telefonica.
On use of social networks, 38% used only a social network, and a 15.2 using 3 or more social networks. Apparently the older, we noticed a higher percentage that uses a single social network, being more evident that percentage in those over 50 years, with 40% of respondents, and failing only in the age of 16. 
Increased penetration by province corresponds to the Balearic Islands, with 90% penetration, followed by Cantabria, Madrid, Galicia, Castilla La Mancha, and only 2 independent automatic Communities, La Rioja and Extremadura, the penetration of social networks reaches 70% population.
Media Consumption:
Some 68% of Internet users acknowledge that use of the Internet has reduced their consumption of television, and apparently have not found a direct relationship between consumption of social networking and TV consumption, this reduction being similar television consumption among Internet users who using and not using social networks.
Regarding consumption of print media, we see that the margin is less than in television, where 51% of respondents who report having reduced consumption of print media with the advent of internet
By analyzing profiles by age, we conclude that the age that has reduced the consumption of television users are between 21 and 30 years and most have reduced their consumption of print media over the Internet 50 years.
For autonomous regions, Andalucía, Aragon, Navarra, Murcia, Galicia and Madrid are the most have reduced the consumption of television before the advent of the Internet.
The press in paper consumption, is more marked in the Canary Islands, Basque Country, Castilla León and Andalusia.
Are you willing to pay for the consumption of information?
Interesting subject, which I already mentioned my perception weeks ago in a post called "Let Cebrian, ... échale eggs. I wanted to know how far the surfer would be willing to pay for the consumption of information in the event that the mainstream media general fremium go towards models in which a portion of the medium is available upon subscription.
No big news at first sight for them. 87% of respondents not willing to pay for online news consumption. All are more inclined to pay those over 50 years, with 20%.
Very interesting the reaction of the users in a medium that openly declares subscription.
80% would use it, 4% if their usual environment is subscribe and pay for consumption, and 15.9% could be raised to pay at times if something is due. The ground for refusal to pay, at all ages above 70%.
The complete study can download it here (. Pdf)
You can also see him here in ppt from SlideShare:
Thanks to Paul Saenz de Tejada for participation in the analysis of all data.
Tags: survey, market survey, internet usage habits, media, Entertainment Networks, Social Networks
17 Comments to "Consumer Information, Media and Social Networks"
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[...] This post was mentioned on Twitter by Alejandro Suarez Alejandro Suarez Alejandro Suarez and, akaimedia. akaimedia said: RT @ alejandrosuarez Details Consumer Information, Media and Social Networks http://bit.ly/4B0sa4 [...]
Hello Alejandro, I found very interesting data are extracted from the study. It surprises me greatly Hi5 position. I myself am registered but never seemed interesting to use. LinkedIn and Xing have always been ahead of me in terms of contacts and search functionality.
a greeting,
esther
Hello Alejandro,
I think the issue of Hi5 is only by the amount of spam they do. I'm sure the vast majority are inactive users or have been discharged from strange forms.
Personally in the last year I had to delete hundreds of emails from hi5 invitations to people who do not know.
Greetings.
What can I say, Telefonica would buy Tuenti to position
jeje
[...] Alejandro Suarez Share with your [...]
Very interesting study, many things I could imagine the
I'll take the fact of how many people are willing to pay, 20% seems to me a lot.
Totally agree with Henry and Esther, Hi5 may have many users, but the question is what activities are those users? I believe that the end user activity is one of the main indicators of measurement in a social network.
What about blogs? I thought you were going to talk about them in your survey?
Interesting penetration by region of the networks (p16), although the gap between communities is quite pronounced and therefore asked whether the statistical sample used for each community is sufficiently valid or fair, ie the 1470 / 17 = 86 per community for the calculation.
In the case of Murcia, for example the figure of 4.7% of Twitter surprises me next to the Cantabrian with a 18.5%
Finally, readers of this post may be of interest worldwide this report: http://www.sysomos.com/insidetwitter/
First of all, congratulations on the study, it seems very complete, but I doubt arises, there is a social network Badoo call that has many users and not in the studio, I would say is at least as hi5.
The same people are targeted but say it is.
In very few places you hear about this social network.
Hi, I think that we sometimes have a misperception about the% of people who pay.
Let there be a 10% (or in this case, 20%) of people willing to pay seems like a very good news not bad news or data to demolish the arguments of some who want to spend their subscription models to pay
If I have 1,000,000 users per month and 20% pays 1 euro 200,000 euro'm charging, for example ..
Thanks for the information, good job.
Unknown to hi5 so successful and I also hoped that tuenti be closer to facebook. Twitter will rise when you Castilian version (to see if the end terra). Myspace is sinking.
Great contribution by Jove. Nothing about blogs?
[...] October 29, 2009 javiersaura Leave a comment Go to the comments I read on the website of Alejandro Suarez, an interesting post on the Internet habits in Spain, that I leave the link and [...]
Interesting study. I guess the thing that changed country. I would like to see a study in Brazil, where they have the reputation of what they intend to invade. Let's say Orkut, now it is a page originally created for them.
In the registration process HI5, the system sends an email to all contacts associated with your email without your prior consent. Most of these users are inactive in Spain.
Evolution of Twitter in Spain was not a surprise. Good study. Thank you.