Download - Panorama Digital 2012
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610 654,1
798,8
899,2 885,7
2008 2009 2010 2011 2012
26,50%
7,20%
22,12%
12,57%
-1,50%
Inversión (mill. €)
Evolución
IAB
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7,2%
22,1%
12,6%
-1,5%
-23,3%
1,7%
-9,1%
-18,4%
2009 2010 2011 2012
Digital Resto de Medios
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9,0% 9,6% 9,4% 9,5% 9,8%
8,6% 11,6% 13,6% 16,3% 19,1% 7,3% 7,1% 7,2%
7,3% 7,0%
43,4% 42,1% 42,2% 40,6% 39,2%
21,2% 20,9% 19,2% 17,6% 16,5%
8,7% 7,2% 6,8% 6,9% 6,8% 0,3% 0,3% 0,4% 0,5% 0,5%
2008 2009 2010 2011 2012
CINE
REVISTAS
DIARIOS
TELEVISION
EXTERIOR
INTERNET
RADIO
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2,3% 2,4% 2,3% 2,4% 2,6% 6,6% 6,2% 5,9% 6,1% 6,1%
7,8% 7,2% 7,4% 7,1% 6,9%
11,1% 10,3% 9,9% 9,9% 9,1%
4,9% 6,0% 6,8% 7,7% 9,3%
15,1% 15,1% 14,5% 16,3% 16,6%
52,1% 52,8% 53,3% 50,5% 49,4%
2008 2009 2010 2011 2012
TELEVISION
P. EXTERIOR
INTERNET
PERIODICOS
REVISTAS
RADIO
CINE
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Digital
885,7 M€
(-1,5%).
Internet
858,7 M€ (-2,77%)
Search
488,7 M€ (+6,9%)
Display
370,1 M€
(-13,1%)
Mobile
27 M€ (+67,7%)
Search
5,4M€
(+100%)
Display
21,6 M€(+61,1%)
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Digital
100%
Internet
97%
Search
57%
Display
43%
Mobile
3%
Search
20%
Display
80%
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324,4 356,4
417,2 457,2
488,7
2008 2009 2010 2011 2012
Search
298,8 297,7
372,4
425,9
370,1
2008 2009 2010 2011 2012
Display
+6,9%
-13,1%
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9,7%
14,5%
10,0%
9,1%
7,3%
4,3%
4,5%
4,5%
5,9%
Telecomunicaciones
Automoción
Finanzas
Transporte, viajes, turismo
Medios comunicación, enseñanza y cultura
Belleza e higiene
Deportes y tiempo libre
Alimentación
Distribución y restauración
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CPC 8,1%
CPM 61,3%
Resultados (CPA, CPL,..) 13,7%
Tiempo/Fijo
14,5%
Otros 2,4%
2011 CPC 8,9%
CPM 55,1%
Resultados (CPA, CPL,..) 11,6%
Tiempo/Fijo
17,8%
Otros 6,6%
2012
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2,7
5,4
2011 2012
Search
13,4
21,6
2011 2012
Display
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66% 69% 72% 75% 75% 74% 76% 77% 77%
26% 24% 22% 20% 20% 22% 19% 19% 18%
8% 7% 5% 5% 5% 5% 5% 4% 4%
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56,6% 55,2% 56,1% 55,6% 55,3% 54,8% 54,3% 54,4% 52,7%
43,4% 44,8% 43,9% 44,4% 44,7% 45,2% 45,7% 45,6% 47,3%
2008 2009 2010 Feb-Mar 2011 Abr-May 2011 Oct-Nov 2011 Feb-Mar 2012 Abr-May 2012 Oct-Nov 2012
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EGM 3ª Ola 2012
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88,2 87,8 88,2 87,8 87,6 88 87,18
53,1 56 56 53,3 56,6 57,4 57,07
51,5 47,7 48,4
41,3
46,4 49,2 50,37
34,7 43,5
50,4 52,4
54,2
60,3 58,96
33,5
36,4 37,5
36,4
25,1 25,9 25,75
33,8 36,1 36 34,4 34 33 34,06
27,6
21,6
21,4
18,8 18,6
15,7 16,92 21,9
23,3
20,7 19,6 21,5 21,5 22,21
11,8 11 11,1 10 9,1 11,9 10,83 10,5 9,7 10,3 9,3 10,1 9,6
10,16
6,4 6,2 6,8 7 9,9
10,1 10,31 7,9 9,7 11,1 9,6
11,8 11,9 12,11
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4572
3796
2403
2235
2171
2085
1505
1360
1294
1195
1166
1145
1128
996
993
992
943
832
807
604
595
580
534
531 525
Nº VISITAS (.000)
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61
.34
5
52
.44
8
43
.02
1
39
.35
7
28
.72
2
23
.91
7
22
.41
0
19
.35
0
12
.00
6
6.4
04
6.3
71
5.0
34
5.0
27
4.7
43
3.7
72
3.4
76
3.3
36
2.5
98
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21.590
22.410
ene
-12
feb
-12
mar
-12
abr-
12
may
-12
jun
-12
jul-
12
ago
-12
sep
-12
oct
-12
no
v-1
2
dic
-12
27,8 23,8
ene
-12
feb
-12
mar
-12
abr-
12
may
-12
jun
-12
jul-
12
ago
-12
sep
-12
oct
-12
no
v-1
2
dic
-12
2.373 1.832
ene-
12
feb
-12
mar
-12
abr-
12
may
-12
jun
-12
jul-
12
ago
-12
sep
-12
oct
-12
no
v-1
2
dic
-12
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TOP 15 Sites Usuarios
únicos (000)
% Inc. Promedio
minutos por usuario
Promedio páginas
por usuario
Total (Ind. +4) 25.146 +3 1296,5 1832
Google sites 23.663 +2 191,6 224
Microsoft sites 19.786 -13 124,1 94
Facebook 17.069 -1 242,6 366
Unidad Medios Digitales 14.855 N/A 80,8 53
Terra 14.409 -3 145,6 304
Yahoo! Sites 12.380 -6 77,5 70
Vocento 11.839 +37 27,5 26
Prisa 11.163 -21 53,2 36
Schibsted (Anuntis- Infojobs-20minutos) 10.200 +7 40,1 66
Wikipedia 9.327 -4 11,4 10
Orange sites 7.262 -7 10,2 16
Ask Network 7.239 +29 3,4 7
Federated Media Publishing 6.526 -28 5,4 7
Softonoic 6.277 N/A 7,7 10
VEVO 6.018 -4 12,7 10
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comScore Media Metrix
Audiencia Hogar y Trabajo
Ind 4-14; 11%
Ind 15-24; 16%
Ind 25-34; 22%
Ind 35-44; 23%
Ind 45-54; 16%
Ind +55; 12%
Hombre 52,5%
Mujer 47,5%
Si 38,3%
No 61,7%
18% 17% 16%
10% 8%
6% 5% 5% 5% 4% 3% 3% 3% 2% 2% 2% 1%
Alta 12%
Media Alta 18%
Media Media 48%
Media Baja 21%
Baja 2% 1 Ind; 5%
2 Ind; 18%
3 Ind; 31%
4 Ind; 32%
´+5 ind; 15%
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16 93
103
101 141
121
103 96
86 109
127 108
95 100
92
101 94 98
110 91
Ind 4-14 Ind 15-24 Ind 25-34 Ind 35-44 Ind 45-54
Ind 55+
Hombres Mujeres
Niños Si Niños No
Tam Hogar: 1 Tam Hogar: 2 Tam Hogar: 3 Tam Hogar: 4 Tam Hogar: 5
C.S. Alta C.S. Media Alta
C.S. Media Media C.S. Media Baja
C.S. Baja
23 101 104 107
125 114
107 92
86 109
123 96
112 91 92
123 94 95
106 84
EL MUNDO.ES
92 103
98 131
146
104 96
76 115
128 109 108
91 84
133 105
89 104
88
EL PAIS.COM
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36 103
110 104
115 108
101 99
88 107
103 102 100 100
96
108 101
98 100
90
Ind 4-14 Ind 15-24 Ind 25-34 Ind 35-44 Ind 45-54
Ind 55+
Hombres Mujeres
Niños Si Niños No
Tam Hogar: 1 Tam Hogar: 2 Tam Hogar: 3 Tam Hogar: 4 Tam Hogar: 5
C.S. Alta C.S. Media Alta
C.S. Media Media C.S. Media Baja
C.S. Baja
ADCONION
20 153
115 102
94 79
90 112
100 100
79 84 86
138 74
143 84
105 76
109
HI-MEDIA
28 105
113 105
112 108
97 103
89 107
103 101 103
97 97
100 101 100 100
96
69 212
109 66
76 58
95 106
97 105
61 79
104 115
97
88 92
102 108 113
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138,4
242,7
195,4
160,8
149,5
138,8
133,6
131,1
127,3
125,9
124
118,2
118,2
117,4
115,5
105,5
103,8
93,4
89,6
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(%)
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Reino Unido
Irlanda
Rusia
Noruega
Holanda
Suiza
Finlandia
Austria
Suecia
Dinamarca
Italia
Alemania
España
Bélgica
Francia
Portugal
Polonia
Turquía
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55,6
44,5
37,6
33,5
23,9 21,8
19,4
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