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Evento Octubre 2014 IAB - Chechu Lasheras

El mercado digital español en cifras: evolución y oportunidades

Evento Octubre 2014 IAB - Chechu Lasheras

  1. 1. El mercado español en cifras: Publicidad, Uso del Mobile y Ecommerce Chechu Lasheras Abril @chechulasheras
  2. 2. IAB Spain es el representante y promotor del sector de la publicidad, marketing y comunicación digital en España, y supone la mejor defensa de los intereses de los agentes de este mercado IAB Spain
  3. 3. Beneficios de la red internacional Presente en 45 países desde hace más de 15 años IAB USA: 1996 IAB Europe: 1998 IAB Spain: 2000 IAB Spain: Red Internacional
  4. 4. • Impulsar el crecimiento de la inversión en comunicación y publicidad digital en España CUANTITATIVO • Estandarizar, regular y fomentar las prácticas en el sector CUALITATIVO • Ser la voz del sector digital ante la administración REPRESENTACIÓN IAB Spain: objetivos
  5. 5. Objetivos – Cómo lo hacemos COMISIONES INVESTIGACIÓN EVENTOS FORMACIÓN LEGAL LOBBYINTERNACIONAL OTROS IAB Spain: servicios ESTANDARIZACIÓN
  6. 6. Detalle de nuestros servicios • Inversión en Publicidad Digital • Inversión Comunicación Digital • Mobile Marketing • Redes Sociales y Usuarios • Digital Signage • Marcas en Medios Sociales • eCommerce • TV conectada y Vídeo Online • Medios de Comunicación • Radio Online • Video • Coches Conectados • Infografías • Libros Blancos • Estándares • Guías de buenas prácticas Estudios y documentos de referencia del sector: IAB Spain: Investigación IAB Spain realiza anualmente estudios de referencia para el sector de la Publicidad y la Comunicación Digital.
  7. 7. IAB Spain: Estudio Inversión Publicidad Digital 2013
  8. 8. IAB Spain: Estudio Inversión Publicidad Digital 2013
  9. 9. IAB Spain: Estudio Inversión Publicidad Digital 2014 IAB Spain cambia de metodología preguntando a las agencias de medios para la edición del 2014. Esto es debido a que las agencias tienen la información más completa de la inversión en publicidad.
  10. 10. IAB Spain: Estudio Mobile Marketing 2014
  11. 11. IAB Spain: Estudio Mobile Marketing 2014
  12. 12. IAB Spain: Estudio Mobile Marketing 2014
  13. 13. IAB Spain: Estudio Mobile Marketing 2014
  14. 14. IAB Spain: Estudio Mobile Marketing 2014
  15. 15. IAB Spain: Estudio Mobile Marketing 2014
  16. 16. IAB Spain: Estudio Mobile Marketing 2014
  17. 17. IAB Spain: Estudio Mobile Marketing 2014
  18. 18. IAB Spain: Estudio Mobile Marketing 2014
  19. 19. INSIGHTS • IDEAS • RESULTSINSIGHTS • IDEAS • RESULTS E-Commerce
  20. 20. Content: © 2014. Proprietary and confidential. | p 22 Sales E-Shoppers Average spend Online purchases Forecast 2013-2015 E-COMMERCE LANDSCAPE HOW ARE E-SHOPPERS? KEY TRENDS E-Shopper profile Method of payment Online purchases Top Ecommerce Sites Frequency Mobile Omnichannel Showrooming Social Customization Gamification CUSTOMER-CENTRIC M-Ecommerce
  21. 21. % of total sales UK, Germany and France have concentrated 63% of all sales in the Western Europe in 2013. © 2014. Proprietary and confidential. | p 23 32% +14% vs 2012 UK GERMANY SWEDENNORWAY Total= $308.94 (bill.) +12% vs 2012 FINLAND WESTERN EUROPE Source: eMarketer, January 2014. DENMARK 14% FRANCE +10% vs 2012 SPAIN 6% +10% vs 2012 18% +9% vs 2012 4% +12% vs 2012 4% +13% vs 2012 3% +16% vs 2012 4% +4% vs 2012 ITALY 5% +17% vs 2012 Sales
  22. 22. 70% of internet users in Western Europe have made at least one purchase online or via mobile in 2013. © 2014. Proprietary and confidential. | p 24 SPAIN FRANCE UK ITALY GERMANY SWEDEN NORWAY DENMARK FINLAND 2013 Inc. 2013 vs 2012 Source: eMarketer, January 2014. % of Internet users E-Shoppers 87% +5% 81% +6% 79% +5% 76% +4% 75% +3% 68% +4% 67% +6% 55% +8% 44% +9% NETHERLANDS 74% +4% WESTERN EUROPE 70% +6% 2 3 4 5 6 7 8 9 10
  23. 23. UK has been the country with the highest spending per e-shopper. Clothes, travel & holiday: most common online purchases in Europe. © 2014. Proprietary and confidential. | p 25 Average spend Sales Source: Ecommerce Erope, 2013 (period: 2012). Online purchases E-Shoppers €1,234 € 864 SPAIN EUROPE UK € 2,466 NORW AY € 2,100 Source: Eurostat, 2013 (period: 2012). Inc. 2012 vs 2008 UK SWED EN LUXEMB OURG Top Countries by type of online purchases Europa Spain 51% 21% 60% 47% +52% +133%Clothes & Sports goods 32% 14% +50% +100%Food & Groceries 9% 6% +21% +57%Books/ Magazines 23% 11% 2012 Europa Spain +52% +40%Travel & Holiday 32% 28%
  24. 24. Italy and Spain will lead increase in sales and digital buyers in forecast 2013-2015. © 2014. Proprietary and confidential. | p 26 +27% +15% SPAIN +21% +6% FRANCE +24% +5% UK +31% +17% ITALY +15% +4% GERMANY SWEDEN +23% +8% NORWAY +25 % +2% = Sales (+21%) = E-Shoppers (+7%) FINLAND +8%+7% WESTERN EUROPE Source: eMarketer, January 2014. +20% +3% DENMARK Inc. 2015 vs 2013 Forecast
  25. 25. 2 out of 10 European smartphone users have purchased goods/services via their device ever in month. © 2014. Proprietary and confidential. | p 27 Via Mobile E- Shoppers Source: Comscore Mobilens (3 month average ending Feb 2014), Audience: age 13+ SPAINEUROPE FRANCIAALEMANIA ITALIA Smartphone users (,000) Accessed Online Retail in a month (%) Purchased goods or services in a month (%) Top 3 types of G/S Purchased (%) 19% 242.641 13% 5% 4% 4% UK 61.386 22% 13% 5% 4% 4% 26% 49.755 18% 7% 4% 4% 19% 48.000 16% 6% 5% 5% 11% 47.500 8% 3% 2% 2% 14% 36.000 11% 3% 3% 3% Clothing/access. Books Consumer electr. Groceries Tickets
  26. 26. Italy and Spain have been the fastest growing markets with a growth rate of +60% smartphone users accessing retail sites on their mobile. © 2014. Proprietary and confidential. | p 28 Via Mobile E-Shoppers Source: Comscore Mobilens (3 month average ending Feb 2014 vs Feb.2013), Audience: age 13+ SPAINEUROPE FRANCIAALEMANIA ITALIA Accessed Online Retail in a month (%) +39% UK +33% +27% +63% +38% +62% Inc. 2014 vs 2013 Purchased goods or services in a month (%) +29%+42% +34%+45% +58% +45% Top of G/S Purchased (%) +54% Clothing/access. Books Consumer electr. Groceries Tickets +59%+53% +37%+38% +34%
  27. 27. 54% of Spanish Internet users are E-Shoppers: (last 6 months) © 2014. Proprietary and confidential. | p 29 53%-I.102 U-UM 36% - i.110 MM 45% - i.99 LM-L 19% - i.87 14-24 17% -i.99 6 out of 10 are working (i.107) 47%-I.98 25-34 26% -i.112 35-44 24% -i.102 45+ 35% -i.92 E-Shopper profile Method of payment Frequency Source: TGI.net 2ª wave 2013 Universe: Pop.14+ have accesed to Internet in last year (26,714,000)=I.100 Pay Pal 53% (+4% vs 12) Vouchers 8% C/D card 76% (-1% vs 12) 53% (1-4 times) 41% (5 + times) 6% Occasional Frequent N/A 28% 29% 18% +255% vs 12 +130% vs 12 +83% vs 12 Holiday/Travel Clothes/Jewellery/Shoes Books Mobile phone/accessories 51% 37% 23% 20% Tickets27%
  28. 28. 11% of Spanish smartphone users have purchased goods/services via their device (ever in month). © 2014. Proprietary and confidential. | p 30 58%-I.117 13-24 17% -i.122 65% are working (i.125) and half of them have an university degree (I.121). 42%-I.83 25-34 26% -i.151 35-44 24% -i.113 45+ 33% -i.69 Profile Frequency 59% 28% 13% Once to three times a month At least once a week Almost every day 33% 41% 25% +62% vs 13 +10% vs 13 +7% vs 13 Consumer electronics Clothes/Accessories Books Daily deals/discount coupons 31% 30% 22% 18% Tickets27% Source: Comscore Mobilens (3 month average ending Feb 2014 ) Universe: Pop.13+ (36,000,000)=I.100 Spanish E-Shoppers: vía mobile (3,935,000).
  29. 29. Retail is at a reset moment thanks to the disruption that the Internet, mobile phones and social media are all bringing to the shopping experience: © 2014. Proprietary and confidential. | p 31 CUSTOMER-CENTRIC VIEW Omnichannel Customization Gamificatio n Real Time Mobile Showrooming effect Social
  30. 30. Muchas gracias Chechu Lasheras Abril

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