Redes Sociales y Movilidad

Redes Sociales
y Movilidad
Seminario TIC al Servicio de la Sociedad 2012
22 Marzo - ETS Ingeniería Universidad de Sevilla / Fundación Vodafone España

Javier Viñuales @vigu

@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

@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

@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

@vigu

Las redes sociales
se han convertido
en un
fenómeno global

@vigu

Tan pronto como
acceden a Internet
las personas tienden a
conectarse unas
con otras

@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 2011

35
Social Networking

30 Search/Navigation

Retail
25
Communications (Email/IM)

Other Content

Time Spent on Key Categories Online
Worldwide Hours per Month (Billions)

Source: comScore Media Metrix, March 2007 - October 2011

@vigu

3 de in 4 minutes on social networking es en Facebook
cada 4 min. en redes sociales
31
sites are spent on Facebook
de cada 7 min. online es dedicado a Facebook

1
in 7 minutes spent online
are spent un 55% de penetración mundial
Facebook tieneon Facebook

Source: comScore Media Metrix, October 2011

@vigu

Evolución en el uso de
6.- 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 725

Foursquare
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?

Mobile and Connected Device Landscape
@vigu
ile media MOBILE MEDIA USE SOARS IN 2011
n the U.S. 2011 saw mobile media use accelerate across markets, Among the eight markets analyzed, Japan had the highest
urpassed 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

ECTED The significant increase in mobile media usage can be
attributed to the widespread adoption of smartphones
Smartphone Installed Audience (000)

EVICE throughout 2011. The smartphone audience in the EU5
UK 25,386
@vigu
achieved a significant 44-percent increase to 104 million
SCAPE 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

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

@vigu

Guerra de sistemas operativos
Sólo pueden quedar ¿dos?, ¿tres?
SMARTPHONE ANDROID GRABS TOP POSITION IN EU5 SMARTPHONE MARKET
PTURES 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 OS
t 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 share
uickly 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 in
hey 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. Despite
ce. Despite being a longtime market leader in 10%
accounting for a smaller percentage of the smartphone
ced 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 PALM

phone share gains were somewhat more deliberate in nature throughout much of the year, never gaining
percentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gain
me 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

Mobile Media Consumption
@vigu
In the U.S. APP AND BROWSER AUDIENCES REACH PARITY AS DUAL ACCESS METHODS SHAPE USERS’ EXPERIE
U5, mobile At the conclusion of 2011, more than 127.6 million mobile surge in app users. In December 2011, 47.6 percent
p 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 total
t of mobile in these audiences. In 2011 both geographies saw mobile mobile audience accessed mobile media via applicati
ser 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.

@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

@vigu

Redes sociales
y
Movilidad

@vigu

OBILE MEDIA MOBILE SOCIAL NETWORKING SURGES IN U.S. AND EU5

NSUMPTION 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 Smartphone
works 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

@vigu

4.- 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)

networking activity was reading posts from people known to engage with their audiences through these channels. As
UMPTION 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

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

@vigu

Pero
¿qué es una red social?
¿por qué es importante?

@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

@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

@vigu

Qué es una red social y
tipos esenciales

• Fila de cubos
• Árbol telefónico
• Pelotones militares

@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.

@vigu

Seis grados de separación
y dos de influencia

• Separación
• Inﬂuencia

@vigu

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

@vigu


Mundo pequeño

@vigu


• Separación: Exp. Milgram y Número de Bacon
• Inﬂuencia: Christakis y Fowler.

@vigu

Las personas y
la libertad de movimiento

• Dónde vives
• Dónde trabajar/estudias
• Dónde te diviertes
• ... en tránsito

@vigu

Hacia 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

@vigu

Hacia 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

Si quieres que hablemos...

@vigu

Muchas gracias

Redes Sociales y Movilidad

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (10)

Similaire à Redes Sociales y Movilidad

Similaire à Redes Sociales y Movilidad (20)

Dernier

Dernier (20)

Redes Sociales y Movilidad