Seminario TIC al Servicio de la Sociedad 201222 Marzo - ETS Ingeniería Universidad de Sevilla / Fundación Vodafone España

Redes Sociales y Movilidad

@viguJavier Viñuales

Redes Sociales

@vigu

I N M A R C H 2 0 0 7

528.7

356.3 429.8

Email Instant Messengers

Social Networking

The Social Networking category had a global audience of <500 million

users.

56.4% of  the  world’s   online population

Tota

l Uni

que

Vis

itors

(MM

)

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

Around the world, Social Networking now reaches 1.2 billion

users.

82.4% of  the  world’s   online population

Tota

l Uni

que

Visi

tors

(MM

)

Source: comScore Media Metrix, October 2011

916.8

444.9

1,179.4

Email Instant Messengers

Social Networking

I N O C T O B E R 2 0 11

@vigu

Las redes sociales se han convertido

en unfenómeno global

@vigu

Tan pronto como acceden a Internet

las personas tienden aconectarse unas

con otras

@vigu

2008 2009 2010 2011

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

35

30

25

Nearly in 5 minutes online is spent on social networks today.

1

Source: comScore Media Metrix, March 2007 - October 2011

Social Networking

Search/Navigation

Retail

Communications (Email/IM)

Other Content

1 de cada 5 minutos online es dedicado a redes sociales

@vigu

1 de cada 7 min. online es dedicado a Facebook

Facebook tiene un 55% de penetración mundial

3 de cada 4 min. en redes sociales es en Facebook3 in 4 minutes on social networking sites are spent on Facebook

1 in 7 minutes spent online are spent on Facebook

Source: comScore Media Metrix, October 2011

@vigu

Evolución en el uso de redes sociales en España6.- Redes Sociales visitadas

95%

57%

89%Facebook

Youtube5% deja de utilizar/ visitar

39%

34%

60%

44%

18%

Youtube

Tuenti

Twitter

Youtube

11% deja de utilizar/ visitarTuenti

Los�que�abandonan�

20%

12%

18%

15%

Google+

Badoo 20% deja de utilizar/ visitarBadoo

determinadas�redes�sociales�es�para�pasarse�a�Facebook o

12%

11%

5%

18%

LinkedIn

MySpace

Badoo

39% deja de utilizar/ visitarMySpace

Facebook�o�porque�sus�amigos�ya�no�están�en�la�

8%

5%

4%

10%

Flickr

Hi5

Xi

50% deja de utilizar/ visitar Hi5

misma.

Base Usuarios: 725

B U i

2011

4%

1%

1%

4%Xing

Tumblr

Foursquare

Pág.�35

Base Usuarios: 5482010

q

Pregunta:�Hay�alguna�red�social�o�portal�de�contenidos�2.0�que�antes�utilizabas�a�menudo�y�que�ahora�ya�no�estás�utilizando?Pregunta:�Hay�alguna�red�social�o�portal�de�contenidos�2.0�que�antes�utilizabas�a�menudo�y�que�ahora�ya�no�estás�utilizando?

@vigu

Movilidad

@vigu

España es el 5º país del mundoen cuota de uso de móviles

6

Mobile media usage in the U.S.

and UK surpassed 50% in 2011

2011 saw mobile media use accelerate across markets, fueled by the popularity of smartphones, the growing availability of WiFi paired with the proliferation of 3G and 4G wireless networks, and continuing shifts towards a constantly connected consumer lifestyle. A significant percentage of mobile users reported engaging with mobile media – which is defined as browsing the mobile web, accessing applications or downloading content – with penetration of this behavior increasing 9.2 percentage points across the EU5 (France, Germany, Italy, Spain, United Kingdom) and 11.6 points in the United States.

Among the eight markets analyzed, Japan had the highest penetration of mobile media usage at 76.2 percent in December 2011. The UK followed with more than 56 percent of its mobile population using mobile media, having crossed the 50-percent threshold halfway through the year. Mobile media usage in the U.S. showed similar penetration of 55.2 percent, with more than half of mobile subscribers using mobile media at the beginning of Q3 2011. The strong rise in penetration of mobile media usage and continued adoption of different means of accessing digital content indicate significant opportunity for content creators, publishers and app developers as this behavior becomes even more ubiquitous.

MOBILE MEDIA USE SOARS IN 2011

Share of Mobile Media Users Across MarketsSource: comScore MobiLens, 3 mon. avg. ending Dec-2011

Mobile and Connected Device Landscape

JAPAN

76.2%

UK

56.6%

U.S.

55.2%

CANADA

49.9%

SPAIN

49.7%

FRANCE

43.9%

ITALY

43.6%

GERMANY

40.0%

@vigu

España es el 2º país del mundoen cuota de uso de smartphones

7

The significant increase in mobile media usage can be attributed to the widespread adoption of smartphones throughout 2011. The smartphone audience in the EU5 achieved a significant 44-percent increase to 104 million subscribers, representing 44.0 percent of all mobile users. The U.S. saw an even stronger increase of 55 percent to 98 million smartphone subscribers, representing nearly 42 percent of all U.S. mobile users.

In July 2011, smartphones surpassed feature phones in the U.S. in terms of new mobile acquisitions for the first time, buoyed by the continued development of smartphone 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.

RISE OF SMARTPHONES DRIVES SURGE IN MOBILE MEDIA CONSUMPTIONMOBILE AND CONNECTED

DEVICE LANDSCAPE

Share of Smartphone Users Across MarketsSource: comScore MobiLens, 3 mon. avg. ending Dec-2011

Smartphone Installed Audience (000)Source: comScore MobiLens, 3 mon. avg. ending Dec-2011

UK 25,386

Spain 17,855

Canada 9,103

Italy 21,067

US 97,865

France 18,788

Germany 21,300

Japan 16,902

UK

SPAIN

CANADA

ITALY

U.S.

FRANCE

GERMANY

JAPAN

51.3%

51.0%

45.3%

43.9%

41.8%

40.0%

37.0%

16.6%

@vigu

Guerra de sistemas operativosSólo pueden quedar ¿dos?, ¿tres?

19

The U.S. smartphone market has seen significant shifts in market share in the past couple of years with Android and iOS devices gaining share at the expense of everyone else. Android, in particular, has quickly captured a significant percentage of the market and now reigns as the leading smartphone platform at 47.3 percent. Where are all these new Android owners coming from? Data suggest that many RIM users are actually shifting to Android when they purchase a new smartphone. Specifically, of RIM users who purchased a new smartphone in 2011, 31 percent purchased Android phones while 43 percent stuck with a RIM device. Despite being a longtime market leader in the U.S., RIM faced challenges in reacting to rapidly-changing consumer preferences for a better browsing experience, sleeker touch interface, and an expanded app marketplace.

The iOS smartphone share gains were somewhat more deliberate in nature throughout much of the year, never gaining more than 0.6 percentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gain for the year came in the final two months of 2011 on the heels of the iPhone 4S launch in October. RIM, currently the third leading platform in U.S. market share, has seen the greatest attrition with its market share halving in the past year to 16.0 percent.

ANDROID CAPTURES NEARLY HALF OF U.S. SMARTPHONE MARKET

U.S. Smartphone Market Share by OSSource: comScore MobiLens, 3 mon. avg. ending Jun-2010 to Dec-2011, U.S.

MICROSOFT SYMBIAN PALM RIM IOS ANDROID

JUN!10 OCT!10 FEB!11 JUN!11 OCT!11

100%90%80%70%60%50%40%30%20%10%0%

SMARTPHONE ADOPTION

Android and iOS account

for 3 in 4 smartphones

in the U.S.

21

The European smartphone market has seen significant shifts in market share in the past couple of years with Android and iOS gaining share at the expense of other platforms. In recent months, Android captured the top position from Symbian in the EU5 and has seen substantial share gains across each of the markets in the past year. Overall, Android’s EU5 market share jumped from 12.0 percent in December 2010 to 31.2 percent in December 2011. Symbian, meanwhile, has seen its market share erode in each of these markets but is still maintaining the leading position in Italy and Spain. iOS has mostly maintained or slightly extended its market share across Europe. Despite accounting for a smaller percentage of the smartphone market, RIM actually expanded its market share in Europe in the past year, despite losing significant share in the U.S.

ANDROID GRABS TOP POSITION IN EU5 SMARTPHONE MARKET

EU5 Smartphone Market Share by OSSource: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5

ANDROID SYMBIAN IOS RIM MICROSOFT OTHER SMARTPHONE PALM

SMARTPHONE ADOPTION

31.2%

29.9%

20.7%

9.4%

5.2%3.4%

0.2%

@vigu

Consumo de datos en movilidadEl uso de Apps y Web están igualados

25

In the U.S. and EU5, mobile

app audience growth exceeded

that of mobile browser growth

At the conclusion of 2011, more than 127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through their mobile browser or applications, with both geographies seeing nearly 30 percent increases in these audiences. In 2011 both geographies saw mobile app audience growth exceed that of mobile browser growth, as smartphone adoption and growing app options fueled a

surge in app users. In December 2011, 47.6 percent of the total mobile audience in the U.S. used apps, an increase of 13.3 percentage points, while 47.5 percent used mobile browsers, up 11.1 points. In Europe, 38.2 of the total mobile audience accessed mobile media via application, up 10.1 percentage points, while 38.1 percent used their browser (up 9.2 points).

APP AND BROWSER AUDIENCES REACH PARITY AS DUAL ACCESS METHODS SHAPE USERS’ EXPERIENCE

Percent Share of Browser and App Users Among Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010

Mobile Media Consumption

38.2%

47.6%

38.1%

47.5%

+10.1 pts

+13.3 pts

+9.2 pts

+11.1 pts

EU5 U.S.

USED APPLICATION

USED BROWSER

@vigu

De tiendas en movilidadTipos de actividades y cuotas por sexo

31

Males and females displayed differing patterns of smartphone shopping behavior. Females were more likely to use their smartphone to make shopping a more social experience as they engaged in behaviors such as taking product pictures (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 smartphone to find information, with male respondents reporting to have scanned a product barcode (20.4 percent),

compared prices (14.1 percent), and researched product features (10.9 percent).

The rising trend seen for the smartphone shopping companion 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, saw 52 percent of smartphone owners engage with their phone while shopping.

MOBILE MEDIA CONSUMPTION

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%

MALES FEMALES

TOOK PICTURE OF PRODUCT

TEXTED/CALLEDFRIENDS/FAMILY

ABOUT PRODUCT

SCANNED APRODUCTBARCODE

SENT PICTUREOF PRODUCT TOFAMILY/FRIENDS

FOUND STORELOCATION

COMPAREDPRODUCT

PRICES

FOUNDCOUPONS OR

DEALS

RESEARCHEDPRODUCTFEATURES

CHECKEDPRODUCT

AVAILABILITY

@vigu

Redes sociales y

Movilidad

@vigu

El 38% de los usuarios de redes sociales afirma que accede a ellas a través del móvil

34

2011 saw the continued rise of social networking via smartphone devices and the increasing frequency of this behavior. In the U.S., 64 million smartphone owners accessed social networking or blog destinations via their mobile device in December 2011, an increase of 77 percent from the previous year, while 48.4 million consumers

accessed social media in Europe, an increase of 76 percent. In both markets, more than half of mobile social networkers accessed these destinations on a near daily basis demonstrating the increasingly central role mobile media plays in consumers’ daily lives.

MOBILE SOCIAL NETWORKING SURGES IN U.S. AND EU5

Accessed Social Networking or Blog via SmartphoneSource: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010

+88%

+77%

+102%

+76%

EVER IN MONTH ALMOST EVERY DAY

MOBILE MEDIA CONSUMPTION

In the U.S. and EU5, more than half

of mobile users accessing social

networks did so on a near daily basis

25.5 Million

48.4 Million64.2 Million

38.2 Million

EU5U.S.

@vigu

Twitter es la red social más usada en movilidad5.- Conexión a través del móvil

Twitter es la red a la cual los encuestados más se conectan a través del móvil, seguida porTuenti y Facebook.

Base Usuarios: 2752011

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2750

4.- Redes utilizadas / visitadas

Facebook es la red social más utilizada por los encuestados. Le siguen Youtube, TuentiTwitter y Google+. LinkedIn presenta un gran aumento con respecto a 2010.

95%89%Facebook

y g p g p

57%

39%

34%

60%

44%

18%

Youtube

Tuenti

Twitter

Promedio de redes visitadas

20%

12%

12%

18%

15%

Google+

Badoo

LinkedIn

2011 2,9 redes

70%11%

8%

5%

5%

18%

LinkedIn

MySpace

Flickr2010 1,7

redes

70%

5%

4%

1%

10%

4%

Hi5

Xing

Tumblr Base Usuarios (2011): 725

Base Usuarios (2010): 548

Pág.�21

1%Foursquare

Pregunta:�¿Cuáles�de�las�siguientes�utilizas,�visitas?�(Marca�todas�las�que�correspondan)Pregunta:�¿Cuáles�de�las�siguientes�utilizas,�visitas?�(Marca�todas�las�que�correspondan)

(2011): 725 (2010): 548

Facebook es la 1ª en uso Twitter es la 1ª en uso en movilidad

@vigu

Actividades en redes sociales desde smartphone

35

In both the U.S. and EU5, the most popular social networking activity was reading posts from people known personally (84.6 percent of U.S. smartphone social networkers and 79.5 percent of EU5), followed by posting status updates (73.6 percent U.S., 65.2 percent EU5).

Mobile social networkers also were likely to interact with brands on these sites, with more than half of U.S. users (57.4 percent) reading posts from organizations/brands/events, while nearly half did so in the Europe. U.S. users were more likely to receive a coupon/offer/deal via social networking sites (37.2 percent) and click on advertisements while social networking (32.3 percent), when compared to mobile social networkers in the EU5. These insights demonstrate the immense opportunity for social networks to

monetize their mobile platforms and the potential for brands to engage with their audiences through these channels. As Facebook gears up for its 2012 IPO and attention turns to mobile as an incremental monetization channel, it appears likely that the mobile advertising market will blossom in the year ahead.

Social networking is poised to play an increasingly important role in the mobile ecosystem in 2012, not just for people to connect with their friends, but also for brands and advertisers to connect with consumers. With a growing portion of mobile users already engaging with branded content via social networks this platform will only continue to grow in importance, particularly for those advertisers utilizing location-based services to engage friends and followers on-the-go.

Smartphone Social Networking Activities by Share of Social Networking Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011

FOLLOWED POSTED LINK TO WEBSITE

READ POSTS FROM ORGANIZATIONS/BRANDS/EVENTS

READ POSTS FROM PUBLIC FIGURES/CELEBRITIES

POSTED LINK TO WEBSITE

RECEIVED COUPON/OFFER/DEAL

CLICKED ON ADVERTISEMENT

POSTED STATUS UPDATE

READ POSTS FROM PEOPLE KNOWN PERSONALLY

84.6%79.5%

73.6%65.2%

60.1%54.1%

57.4%48.5%

49.3%44.2%

41.3%37.5%

37.2%27.4%

32.3%28.7%

U.S. EU5

MOBILE MEDIA CONSUMPTION

@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

• 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

Qué es una red social ytipos esenciales

@vigu

• Fila de cubos

• Árbol telefónico

• Pelotones militares

Qué es una red social ytipos esenciales

@vigu

• Fila de cubos

• Árbol telefónico

• Pelotones militares

Qué es una red social y tipos esenciales

@vigu

• Fila de cubos

• Árbol telefónico

• Pelotones militares

Qué es una red social y tipos esenciales

@vigu

• 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.

Reglas de la vida en red social

@vigu

• Separación

• Influencia

Seis grados de separacióny dos de influencia

@vigu

• Separación

• Influencia

Seis grados de separacióny dos de influencia

@vigu

• 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

Seis grados de separacióny tres de influencia

@vigu

Seis grados de separacióny tres de influencia

Mundo pequeño

@vigu

• Separación: Exp. Milgram y Número de Bacon

• Influencia: Christakis y Fowler.

Seis grados de separacióny tres de influencia

@vigu

• Dónde vives

• Dónde trabajar/estudias

• Dónde te diviertes

• ... en tránsito

Las personas yla libertad de movimiento

@vigu

• 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

Hacia la séptima revolución en TI

@vigu

• 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

Hacia la séptima revolución en TI

@vigu

Si quieres que hablemos...

@vigu

Muchas gracias