I-IAB Spain, Inhlangano yokukhangisa, ukumaketha nokuxhumana kwedijithali eSpain, yethule i VI Ucwaningo Lonyaka LwamaNethiwekhi Omphakathi, kwenziwa ngokubambisana ne- VIKO. Lolu cwaningo lumelele ukuhlaziya okuphelele kakhulu kokuziphatha kwabasebenzisi be-inthanethi ezinkundleni zokuxhumana, okuhlinzeka ngedatha ebalulekile ngomthelela wabo emphakathini kanye nomnotho wedijithali.
Izinkundla zokuxhumana zibonakale ziyisiteshi esibalulekile sezinkampani, ezizihlanganisa njengethuluzi elingagcini nje ngokukhulisa ukuxhumana phakathi kwabasebenzisi nemikhiqizo, kodwa futhi libe nomthelela omkhulu ezinqubweni zokuthenga. Ngokombiko, i- U-70% wabasebenzisi uyabona ukuthi amanethiwekhi omphakathi anomthelela ezinqumweni zabo zokuthenga, egcizelela ukubaluleka kwayo okukhulayo kwezokumaketha naku-eCommerce. Lesi sihloko sihlola ngokuningiliziwe iziphetho eziphawuleka kakhulu zocwaningo futhi sihlaziye umthelela walo wamanje.
Iziphetho eziyinhloko ze-VI Annual Study of Social Networks
Ukungena kwezokuxhumana
Un U-82% wabasebenzisi be-inthanethi baseSpain abaphakathi kweminyaka engu-18 nengu-55 ubudala basebenzisa amanethiwekhi omphakathi, okulingana nabasebenzisi abangaphezu kwezigidi ezingu-14. Le datha ibonisa ukukhula kwe 4% uma kuqhathaniswa nowezi-2013, ihlanganisa indima yayo njengesiteshi esihamba phambili sezokuxhumana nezokuzijabulisa. Ngokwezibalo zabantu, umehluko phakathi kobulili usuqediwe, ngabesilisa abangama-49% nabesifazane abangama-51%. Kodwa-ke, iqembu elisebenza kakhulu liyaqhubeka nokuba abasebenzisi abasha: i 35% Uneminyaka ephakathi kuka-18 no-30 ubudala.
Mayelana nezinkundla, I-Facebook iphethe imakethe nge umxhwele 96% yabasebenzisi, ilandelwe yi-YouTube (66%) kanye ne-Twitter (56%). Amanye amanethiwekhi afana ne-LinkedIn, i-Instagram ne-Spotify abonise ukukhula okuphawulekayo, kuyilapho i-Tuenti, i-Badoo ne-MySpace iqhubeka nokwehla.
Isilinganiso somsebenzisi I-YouTube igqama njengenethiwekhi enezinga eliphezulu kakhulu, ilandelwa yi-Facebook, Instagram kanye neSpotify. Okuthandwayo kuyehluka kuye ngezithakazelo, kepha i-Facebook ibekwe njengenkundla yokuxhumana eyintandokazi ye 65% kwabaphendulile.
Imvamisa yokusetshenziswa
Ukuhlaziywa kwemvamisa kubonisa ukuthi abasebenzisi bachitha isilinganiso 3,6 izinsuku ngesonto kumanethiwekhi omphakathi, nesikhathi esimaphakathi Amahora ama-2 nemizuzu engama-51 ngesonto. Nakuba lokhu kubonisa ukwehla kwe Imizuzu ye-11 Uma kuqhathaniswa no-2013, amanethiwekhi omphakathi aqhubeka ethatha ingxenye enkulu yesikhathi esikhululekile sabasebenzisi.
Ngokwemvamisa, i-Facebook iyaqhubeka nokuhola, kuyilapho i-Instagram ifinyelele emazingeni afana nalawo e-Twitter, izihlanganisa njengenethiwekhi yesithathu esetshenziswa kakhulu. Spotify futhi kubonisa ukwenyuka okuphawulekayo.
Finyelela kumadivayisi
El I-PC ihlala iyidivayisi eyinhloko ukuze uthole ukufinyelela ezinkundleni zokuxhumana, ezisetshenziswa yi- 99% yabasebenzisi. Kodwa-ke, ukusetshenziswa kwamadivaysi eselula kukhuphuke ngo 5% ngenxa yokwanda kokungena kwe-smartphone, manje okufinyelela 75% yabasebenzisi be-inthanethi. Ngakolunye uhlangothi, ukusetshenziswa kwamaphilisi kwakhula kwaze kwaba sezingeni eliphansi (3%).
Izikhathi ezimatasa kakhulu noma "isikhathi sokuqala"
"Isikhathi sokuqala" samanethiwekhi omphakathi siyahlukahluka kuye ngocingo. Isibonelo, i-PC isetshenziswa kakhulu ntambama, kuyilapho ama-smartphones esetshenziswa ngokuqhubekayo usuku lonke, anezinga eliphakeme ekuseni, ntambama nakusihlwa. Amathebulethi asebenza kakhulu ebusuku, abonisa ukusetshenziswa kwawo okunethezekile nokugxile ekuzijabuliseni ekhaya.
Ubudlelwano phakathi kwabasebenzisi nemikhiqizo
Un 89% wabasebenzisi balandela okungenani uhlobo olulodwa ezinkundleni zokuxhumana, kuyilapho 38% Vakashela amakhasi omkhiqizo njalo. Lokhu kusebenzisana kugqugquzelwa ikakhulukazi isifiso sokwaziswa, ukubamba iqhaza emiqhudelwaneni kanye nokufinyelela ukukhushulwa okukhethekile. I-Facebook iyinkundla ethandwayo ene- 88%, kulandele i-Twitter (22%) y YouTube (7%).
Ukukhangisa kwezokuxhumana
Ukukhangisa ezinkundleni zokuxhumana kujabulela umbono omuhle kakhulu, nge 52% yabasebenzisi abakubheka njengokufanelekile. Nakuba kusekhona ukubhuka mayelana nokwabelana ngedatha yomuntu siqu, i 36% yabasebenzisi babonisa ukuzimisela ukwenza kanjalo.
Phakathi kwemikhakha elandelwa kakhulu kubalwa ezokuxhumana nobuchwepheshe (39%), isiko kanye nabezindaba (37%), ubuhle kanye nenhlanzeko (37%) kanye nokudla (34%). Lokhu kuphakamisa amathuba kulezi niches zemikhiqizo efuna ukwenza imali kubalandeli abasha.
Amanethiwekhi omphakathi kanye ne-eCommerce
Umthelela wamanethiwekhi omphakathi kwezohwebo ngogesi awunakuphikwa, nakuba kuphela 12% iyavuma ukuthi ithengwe ngokuqondile ngalezi zinkundla. Nokho, i 70% wabasebenzisi baqinisekisa ukuthi amanethiwekhi anomthelela kwinqubo yabo yesinqumo sokuthenga, izingubo, izicathulo, ukuvakasha nezincwadi kuyimikhakha ethonywa kakhulu.
Amazwana avela kwabanye abasebenzisi anesisindo esibalulekile: a 62% ubabheka njengababalulekile ekuthatheni izinqumo. I-Facebook ne-Twitter zigqama njengezinkundla zalokhu kuxhumana komphakathi, kuyilapho i-YouTube isiyithuluzi elibalulekile lokusesha ulwazi.
Iziphetho mayelana nokusetshenziswa kwebhizinisi kwamanethiwekhi
Ucwaningo lubonisa ukuthi amanethiwekhi omphakathi asenqubweni eqhubekayo yokuvela nokuvuthwa, kokubili kubathengi nemikhiqizo. Ngokufinyelela okukhulayo nokungena, lezi zinkundla seziphenduke umshayeli oyinhloko wokusebenzelana kwesimanje. Ezinhlanganweni, lokhu kusho isidingo sokwakha a ubukhona obuqinile ngokusekelwe kumasu ahlakaniphile ahlanganisa okuqukethwe kwekhwalithi, ukukhangisa okusebenzayo kanye nobudlelwano obunamandla nabasebenzisi.