El uso de plataformas colaborativas crece en España

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CLAVES: 

  • Los españoles que utilizaron alguna plataforma de economía colaborativa al menos una vez al año aumentaron en 4 puntos en un año, alcanzando el 30% en 2017.
  • Las plataformas de compra y alquiler de segunda mano fueron las más populares, seguidas de los alojamientos en casas de un particular y los desplazamientos en coche con un conductor particular a otras ciudades.
  • La economía colaborativa europea se duplicó el año pasado y tiene el potencial de generar más de 500 mil millones de euros.
  • Un mercado a destacar es el del coworking, impulsado por WeWork: compartir oficina con otro autónomo o una start up será más habitual en 2030.

De acuerdo con el último ‘Panel de Hogares CNMC’, los españoles que utilizaron alguna plataforma de economía colaborativa al menos una vez al año aumentaron en 4 puntos en un año, alcanzando el 30% en 2017.

En Europa el papel de la economía colaborativa es cada vez más relevante. De acuerdo con el informe de PwC “Emerging Trends in Real Estate”, la economía colaborativa europea se duplicó el año pasado y tiene el potencial de generar más de 500 mil millones de euros para 2025.

[section label=”Un mejor precio es lo que impulsa a la economía colaborativa” anchor=”Un mejor precio es lo que impulsa a la economía colaborativa”]

Un mejor precio es lo que impulsa a la economía colaborativa

España es líder europeo de economía colaborativa y el 6% de la población ofrece productos y servicios bajo este modelo, según el Foro Europeo de Economía Colaborativa.

Uno de cada tres usuarios ha utilizado una plataforma de economía colaborativa. Ya sea para ir de un lugar a otro, para pedir cualquier producto a domicilio o incluso para hospedarse por poco dinero en cualquier ciudad, los internautas cuentan con un amplio abanico de posibilidades a la hora de hacer uso de códigos promocionales con los que ahorrarse unos euros. Muchas de estas ofertas, además, están al alcance de los usuarios en redes sociales.

Los españoles que utilizaron alguna plataforma de economía colaborativa al menos una vez al año aumentaron en 4 puntos en un año, alcanzando el 30% en 2017. Un precio más ventajoso fue el principal motivo por el que los usuarios se decantaron por las aplicaciones y webs de economía colaborativa. Dependiendo del tipo de plataforma este motivo se citó entre un 25% y un 70% de los usuarios.

Sin embargo, como segundo motivo señalaron que estas plataformas se ajustan mejor a sus necesidades y horarios (osciló entre el 15% y el 27%).

Screenshot_2
Fuente: CNMC

Las plataformas que ofrecen alojamiento en la vivienda de un particular y las de venta e intercambio de productos de segunda mano fueron las que más satisfacción produjeron entre los usuarios de estos servicios (con un 63% de satisfechos). No obstante, el resto de las plataformas también gozaron de buena percepción por parte de los usuarios: desplazamientos a otras ciudades en el coche de un particular (53%), buscar a alguien para que realice alguna tarea (50%) desplazamiento en coche con conductor (47%).

Screenshot_3
Fuente: CNMC

[section label=”Las plataformas de segunda mano fueron las más populares” anchor=”Las plataformas de segunda mano fueron las más populares”]

Las plataformas de segunda mano fueron las más populares

Las plataformas para comprar o alquilar algún producto de segunda mano fueron las más populares entre los internautas españoles. De hecho, las aplicaciones dedicadas a la venta o alquiler de productos de segunda mano fueron utilizadas por un 30% de los usuarios habituales de Internet, seguidas de los alojamientos en casas de un particular (12%) y los desplazamientos en coche con un conductor particular a otras ciudades (6,5%).

En cambio, las menos populares fueron las plataformas mediante las que se demandan servicios profesionales (3,5%) y los desplazamientos en coche con conductor en el interior de las ciudades (4%).

Screenshot_1
Fuente: CNMC

El porcentaje de internautas que ofrecieron productos y servicios a través de plataformas colaborativas se mantuvo prácticamente igual al del año anterior. Un 25% ofertaron productos de segunda mano y un 4% compartieron plazas libres en su coche.

Screenshot_4
Fuente: CNMC

[section label=”La economía colaborativa generará más de 500 mil millones de euros para 2025″ anchor=”La economía colaborativa generará más de 500 mil millones de euros para 2025″]

La economía colaborativa generará más de 500 mil millones de euros para 2025

Según un informe de PwC para la Comisión Europea, la economía colaborativa se duplicó el año pasado y tiene el potencial de generar más de 500 mil millones de euros en transacciones por año en toda Europa para 2025.

De acuerdo con la consultora, la tecnología será el catalizador del cambio cultural y social que se desarrollará en la próxima década, y en concreto, la economía colaborativa será un actor básico en la sociedad dentro de una década. Además, el mercado inmobiliario europeo estará supeditado a los avances digitales, se trabajará en oficinas que serán concebidas como espacios de servicios que forman parte de la economía colaborativa. En 2030 poco quedará del actual real estate.

En el sector inmobiliario destaca WeWork, que ha irrumpido con fuerza en el mercado de las oficinas con el coworking. Otras compañías como Airbnb también están relacionadas con la economía colaborativa y la forma de sacar rendimiento a una vivienda por parte del arrendante y del arrendatario. Según el informe, Europa se encamina hacia una sociedad en la que la propiedad de los espacios y de los activos dejará de tener un valor principal para ser consumidora de servicios a la carta e inmediatos. El modelo de economía colaborativa coworking aspira a convertirse en un actor principal en el sector de las oficinas.

Los inversores institucionales ya se están mostrando atraídos por los probables beneficios a largo plazo de apostar por este modelo de negocio, compartir oficina con otro autónomo o una start up será más habitual en 2030.

El fenómeno del coworking, que ya ha llamado la atención de las grandes empresas del sector en España, estará fuertemente arraigado al sector de oficinas dentro de una década, según el dosier de PwC. Además, las compañías modernas apuestan cada vez más por un trabajo flexible, en el que sus trabajadores pasen menos tiempo en la oficina. Es decir, que los espacios tradicionales se prevé que serán vistos más como una oferta de servicio alternativa que como un lugar fijo donde realizar la jornada laboral diaria.

Screenshot_5
Fuente: PwC

[section label=”La startup de alquiler de bicicletas ofo llega a España” anchor=”La startup de alquiler de bicicletas ofo llega a España”]

La startup de alquiler de bicicletas ofo llega a España

Los centenares de expertos del sector encuestados por PwC prevén que el mayor impacto en el residencial podría provenir por la eliminación de automóviles. El informe apunta a una bajada notable de la demanda y el uso de vehículos de motor en las grandes ciudades, lo que liberará espacio en las urbes. En este sentido, Madrid ya ha comunicado que convertirá en semipeatonal la emblemática Gran Vía, a Londres, en la que hace años ya que su calle más comercial, Oxford Street, se encuentra en estas condiciones.

De hecho, España está atrayendo startups de economía colaborativa relacionadas con la movilidad, como la plataforma de bicicletas compartidas ofo. La compañía, que cuenta en la actualidad con una flota de más de 10 millones de bicicletas en 180 ciudades del mundo y más de 200 millones de usuarios registrados, ha confiado en Tinkle para su llegada y desarrollo en la península donde la agencia cuenta con una fuerte presencia.

ofo, que es la primera plataforma y líder mundial en el mercado de bicicletas compartidas sin estaciones fijas de aparcamiento (station-free bike-sharing), nació inspirada por los modelos de economía colaborativa con el fin de dar respuesta al desafío de “la última milla” en las zonas urbanas y se enfrenta a importantes retos de comunicación y gestión para la popularización y afianzamiento de este nuevo modelo de negocio.

Documento relacionado en Thinknowa:

Para esta misión cuenta con el asesoramiento de Tinkle, una de las agencias con mayor experiencia en los mercados español y portugués tanto en relaciones institucionales, como relaciones con los medios y estrategia digital, desafíos sin duda capitales para el éxito del gigante chino en nuestro mercado.

[section label=”Seat competirá para ser líder en carsharing” anchor=”Seat competirá para ser líder en carsharing”]

Seat competirá para ser líder en carsharing

Otra empresa que se apunta a la tendencia de la economía colaborativa es Seat, marca del grupo Volkswagen. La compañía competirá con otras empresas que ya están adscritas a este mercado como Car2Go de Mercedes-Daimler o Emov de PSA-Peugeot. También, con Zity, la nueva apuesta de carsharing de Renault y Ferrovial que todavía no está en funcionamiento.

Se prevé que el modelo elegido para el negocio de carsharing sea el Seat e-Mii. De este modo Seat ha impulsado el plan Connecter Sharing. Este proyecto de movilidad compartida y conectada se está probando entre sus propios empleados. Fuentes de la empresa aseguran que Connecter Sharing posibilita “el intercambio de vehículos entre particulares y la posibilidad de que los empleados puedan compartirlos en sus desplazamientos.”

Sobre este tema, Fabian Simmer, responsable de la digitalización de Seat ha añadido que “la evolución de este tipo de tecnología impulsa el concepto de movilidad Easy en el que estamos trabajando y con el que queremos proporcionar las soluciones más fáciles para usuarios y conductores, empezando por los propios empleados de Seat. Incorporar el ámbito del carsharing y las alternativas que ofrece la economía colaborativa es una evolución natural de nuestra actividad y está alineada con el proceso de transformación digital en el que estamos inmersos.”

Además, el responsable de digitalización de Seat ha declarado que los vehículos de Seat experimentarán notables modificaciones próximamente. En este sentido, la compañía va a apostar por la Inteligencia Artificial. Los nuevos automóviles de Seat contarán con el asiste de voz Alexa de Amazon.

Según ha declarado Simmer, “somos el primer fabricante en Europa que integra la inteligencia artificial en sus coches”. Esta mejora se hará progresivamente. Primero en los vehículos Seat León y Ateca. Después, se extenderá en los modelos Ibiza y Arona.

Las apuestas tecnológicas de la compañía no terminan ahí. Seat ha anunciado que lanzará en mayo de 2018 el denominado Seat ID. Este dispositivo permitirá a un conductor de la empresa poder montarse en su automóvil sin necesidad de usar las clásicas llaves físicas o una aplicación en su smartphone.

Así, la empresa de coches sabrá al momento quién es el que va a utilizar el vehículo y lo adaptará a los gustos del mismo. De igual modo, Seat va a incorporar las nuevas “funciones bajo demanda”. Esto permitirá a sus clientes pagar solamente por las prestaciones que quieran incorporar en sus automóviles.

CNMC. Panel de hogares CNMC: enganchados a las “apps” de compraventa de segunda mano. 2017. [consultado 24-10-2017]. Disponible en: https://www.muyinteresante.es/tecnologia/articulo/la-ia-autodidacta-de-google-ya-no-necesita-a-los-humanos-811508407551/amp

SEAT. SEAT será la primera marca en Europa que integra Amazon Alexa en sus vehículos. 12 de septiembre de 2017. [consultado 07-10-2017]. Disponible en:  http://www.seat-mediacenter.es/newspage/allnews/company/2017/seat-sera-la-primera-marca-en-europa-que-integra-amazon-alexa-en-sus-vehiculos.html

PWC. Emerging Trends in Real Estate: Europe 2017. 2017. [consultado 07-10-2017]. Disponible en:  https://www.pwc.com/gx/en/industries/financial-services/asset-management/emerging-trends-real-estate/europe-2017.html

SEAT. SEAT lanzará en 2017 un servicio de carsharing para sus empleados. 16 de noviembre de 2016. [consultado 07-10-2017]. Disponible en:  http://www.seat-mediacenter.es/newspage/allnews/humanresources/2016/seat-lanzara-en-2017-un-servicio-de-car-sharing-para-sus-empleados.html

SILICON. Aumenta el uso de plataformas de economía colaborativa en España. 6 de noviembre de 2017. [consultado 07-10-2017]. Disponible en: http://www.silicon.es/aumenta-uso-economia-colaborativa-espana-2360670?inf_by=58ec78692ad0a100554e8864

PR NOTICIAS. ofo, el gigante chino de bici-sharing, llega a España y Portugal con Tinkle. 6 de noviembre de 2017. [consultado 07-10-2017]. Disponible en: http://prnoticias.com/comunicacion/prcomunicacion/20165826-bici-sharing-espana-portugal

MARKETING DIRECTO. Seat ofrecerá su servicio de carsharing para competir contra Car2Go. 6 de septiembre de 2017. [consultado 07-10-2017]. Disponible en: https://www.marketingdirecto.com/anunciantes-general/anunciantes/seat-ofrecera-servicio-carsharing-competir-car2go

EJE PRIME. Del reino de la tecnología a la economía colaborativa: ¿cómo será el ‘real estate’ en 2030? 6 de noviembre de 2017. [consultado 07-10-2017]. Disponible en: https://www.ejeprime.com/mercado/del-reino-de-la-tecnologia-a-la-economia-colaborativa-como-sera-el-real-estate-en-2030-es.html

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