¿Cómo es el consumo de contenido digital en España?

2014
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CLAVES:  

  • El contenido digital más consumido por los españoles ha sido las fotos digitales, utilizadas por un 71,6% de los españoles.
  • El consumo de ha sido mayor entre la población masculina en prácticamente todos los tipos de contenido digital, especialmente en los videojuegos, y a excepción de los libros electrónicos y las Redes Sociales.
  • Los jóvenes de entre 16 y 24 años son los que más uso le dan a los contenidos digitales.
  • Por último, casi uno de cada tres españoles ha pagado en el último año por algún contenido digital: un 19,5% destinado a contenido audiovisual.

El Observatorio Nacional de las Telecomunicaciones y Sociedad de la Información (ONTSI) acaba de publicar el “Estudio de uso y actitudes de consumo de contenidos digitales”. El estudio se ha centrado de las tendencias de consumo de los contenidos digitales a lo largo del pasado año, focalizándose en la frecuencia de consumo y sus modalidades. Abarca el contenido descargado de Internet, los contenidos consumidos online y aquellos que han sido reproducidos en un soporte digital sin necesariamente haberse descargado de la red ni reproducido en Internet.

Por otro lado, de acuerdo el estudio realizado por Strategy Analytics y AppOptix, un 50,4% de los consumidores utilizan un dispositivo personal para fines comerciales, ofreciendo una tremenda oportunidad de negocio para los jugadores B2B.

[section label=”Las fotos digitales, el contenido digital más consumido” anchor=”Las fotos digitales, el contenido digital más consumido”]

Las fotos digitales, el contenido digital más consumido

El contenido estrella del estudio ha sido las fotos digitales, ya que un 71,6% de los españoles lo han utilizado, estando en segundo lugar las aplicaciones móviles (67,1%), seguido por las noticias y artículos en Internet (66,2%) y las Redes Sociales, utilizadas por más de la mitad de la población (60,1%).

Cabe destacar que, en el último año, siete de los doce contenidos analizados han sido consumidos o utilizados por al menos la mitad de la población. Además, el consumo de ha sido mayor entre la población masculina en prácticamente todos los tipos de contenido digital, especialmente en los videojuegos – Los hombres juegan un 29,7%, mientras que el porcentaje de mujeres que juegan es de un 17,0%– y la lectura de prensa digital –Un 71,3% de hombres lo hace frente a un 61,2%–.

El estudio muestra dos excepciones: La lectura de libros electrónicos, donde el porcentaje de las mujeres que utilizan este recurso es de 24,7%, frente a los hombres con un 22,3%– y las Redes Sociales, donde el porcentaje es muy similar –60,5% las mujeres y 59,7% los hombres–.

Por otro lado, respecto a la edad, conforme se avanza el uso de los contenidos digitales disminuye, siendo prácticamente nulo en las edades comprendidas entre los 65 y los 74 años, notando un descenso significativo entre los 55 y los 64 años.

Entonces, ¿Quiénes son los que más utilizan este tipo de contenidos? Los jóvenes de entre 16 y 24 años son los que más utilizan este tipo de contenidos, es decir, los que más uso le dan a las redes sociales, las fotos digitales, ven tanto contenidos audiovisuales como fotos digitales, escuchan música, juegan con videojuegos y comparten contenidos –escribir en blogs, colgar fotos propias, etc.–. a excepción de los cursos de formación, que los que más uso le dan son los jóvenes de 25 a 34 años, también estos últimos leen más en formato E-book, usan más programas para compartir ficheros y leen más webs.

Por último, la población no interesada en los contenidos digitales se debe a la falta de interés hacia los mismos, representando tan sólo un 6,2% entre los 16 y los 74 años. Otros motivos se derivan de problemas relativos al acceso y a la incomprensión de los mismos.

[section label=”La lectura de noticias online, una actividad que se realiza diariamente” anchor=”La lectura de noticias online, una actividad que se realiza diariamente”]

La lectura de noticias online, una actividad que se realiza diariamente

Un 48,4% de los españoles lee las noticias online a diario, siendo la actividad que con mayor frecuencia realizan, seguida por el uso de Redes Sociales (40,5%) y de Apps (39,9%). El libro electrónico también se utiliza diariamente.

Con frecuencia semanal, lidera la visualización de películas, series, documentales y vídeos siendo uno de cada cuatro los consumidores semanales de este contenido. Los videojuegos también están dentro de esta categoría más que en ninguna otra.

Por otro lado, de manera ocasional, un 9,8% de los españoles han realizado cursos online. Otras actividades poco frecuentes son el uso de aplicaciones y programas para compartir ficheros –Un10,5% lo hace todos los días y el 9,6% con frecuencia semanal–.

El estudio resalta que, conforme la edad del usuario es menor, mayor es la frecuencia del uso de los contenidos. Un 39,9% de los usuarios entre 25 y 34 años son usuarios intensivos, es decir, los que más consumen los contenidos, seguidos muy de cerca de los más jóvenes –entre 16 y 24 años–, un 38,3%. En contraposición, los usuarios de 55 a 64 años los utiliza de forma excepcional, y en el caso de los más mayores –65 a 74 años– el uso es nulo en un 49% de ellos.

[section label=”Casi 1 de cada 3 españoles ha pagado por algún contenido digital” anchor=”Casi 1 de cada 3 españoles ha pagado por algún contenido digital”]

Casi 1 de cada 3 españoles ha pagado por algún contenido digital

Casi uno de cada tres españoles ha pagado en el último año por algún contenido digital: un 19,5% destinado a contenido audiovisual, un 10,6% ha pagado por algún libro en formato E-book y muy de cerca –10,5%– han pagado por música. En contraposición, pese a que la prensa online se consume diariamente, muy pocos españoles destinan ingresos en artículos y noticias, siendo en este caso el grupo de 55 a 64 años el más propenso al pago (6,9%).

Destaca el crecimiento de pago por videojuegos, ya que tan sólo un 2,3% de los españoles compraban videojuegos por Internet en 2011 y el año pasado esta cifra subió a 9,0%. Los usuarios de 16 a 34 años son los que más dinero destinan a este contenido de manera significativa, y también a la música. En cuanto al contenido audiovisual, los jóvenes de 24 a 34 años un 29,9% ha pagado por este tipo de contenidos durante el último año, siendo el que mayor medida ha pagado tanto en esta categoría como en música, cursos y programas para compartir archivos.

Mientras que más de la mitad de los españoles –68,7%– se decanta por el pago de al menos algún tipo de contenido, un 31,3% rechaza cualquier forma de pago. De entre todos los modelos de pago, lidera el pago por consumo/por contenido, siendo el favorito más de un 30% de la población, destacando en el pago de libros electrónicos y de videojuegos. El formato por consumo gratuito, pero con publicidad, es el segundo más popular, utilizado también por un tercio de la población y muy popular en el consumo de música y en el de prensa digital –27,1%–. Estos dos métodos son los más elegidos en contenidos audiovisuales, así como el contenido por suscripción, elegido por un 24% de la población. El menos habitual es el método de libertad de pago – 9,5%–.

En cuanto a las diferencia por nivel de ingresos, cuanto mayores son los ingresos, mayor es el pago por consumo de contenidos. En los casos donde son menores a los 900 euros, sólo el 13,7% ha pagado por contenidos digitales en el último año, mientras que aquellos con ingresos de 1.601 y 2.500, el pago por contenidos asciende al 39,1% y en el caso de los ingresos más altos, por encima de 2.500 euros, más de la mitad de la población ha pagado por contenidos en los últimos 12 meses.

Por último, se podría hablar de la actitud de los usuarios hacia los contenidos legales y no autorizados y, en este sentido, hay que señalar que el 35% sostiene que, en muchas ocasiones, no sabe si los contenidos que utiliza son autorizados o no.

[section label=”El uso del móvil personal para los negocios es frecuente” anchor=”El uso del móvil personal para los negocios es frecuente”]

El uso del móvil personal para los negocios es frecuente

Entre los dispositivos electrónicos, el más importante es el móvil, ya que es el más utilizado en las actividades de mayor penetración entre los españoles y el líder de prácticamente todos los tipos de contenido, excepto los contenidos audiovisuales, los E-book, los videojuegos, los contenidos educativos y los generadores por los propios usuarios, así como los personales compartidos.

Además, cabe destacar que, de acuerdo con Strategy Analytics, un 50,4% de los consumidores utilizan un dispositivo personal para fines comerciales. En la encuesta con más de 1.000 encuestados del panel de consumidores móviles de AppOptix, la investigación encontró que los usuarios están aprovechando el uso compartido de archivos, acceso remoto y otras aplicaciones relacionadas con el trabajo cuando no están en la oficina.

Acerca de la frecuencia de uso durante un mes, más de la mitad –50,4%–, cuando se les preguntó acerca de la frecuencia –% de tiempo en un mes– utilizan su teléfono móvil personal para los negocios, aproximadamente el 59% indicó que más de un 25% del tiempo.

La conclusión sacada de la investigación es que se presenta una tremenda oportunidad para aquellas compañías B2B que buscan el uso comercial en el smartphone, los datos y las apps destinadas al consumidor.

ONTSI. Estudio de uso y actitudes de consumo de contenidos digitales. Julio de 2017 [consultado 10-09-2017]. Disponible en: http://www.ontsi.red.es/ontsi/sites/ontsi/files/Uso%20y%20actitudes%20de%20consumo%20de%20contenidos%20digitales.%20Julio%202017.pdf

STRATEGY ANALYTICS. 50.4% of Consumers Use Their Device for Business Purposes Offering Tremendous Business Opportunity for B2B Players, indicates research from AppOptix. 7 de agosto de 2017. [consultado 10-09-2017]. Disponible en: https://www.strategyanalytics.com/strategy-analytics/blogs/media-services/appoptix/appoptix/2017/08/07/50.4-of-consumers-use-their-device-for-business-purposes-offering-tremendous-business-opportunity-for-b2b-players-indicates-research-from-appoptix#.WYq3fYTyjIW

SILICON. 1 de cada 2 consumidores usa su móvil personal para negocios. 7 de agosto de 2017. [consultado 10-09-2017]. Disponible en: http://www.silicon.es/consumidores-movil-personal-negocios-2349120?inf_by=587db8622ad0a1287d1cc298

MERCA2.0. ¿Cómo es el consumo de contenido digital en España en estos momentos? 1 de agosto de 2017. [consultado 10-09-2017]. Disponible en: https://www.merca20.com/como-es-el-consumo-de-contenido-digital-en-espana-en-estos-momentos/

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