{"id":129801,"date":"2021-06-29T14:46:17","date_gmt":"2021-06-29T12:46:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=129801"},"modified":"2021-06-29T14:46:17","modified_gmt":"2021-06-29T12:46:17","slug":"spark-foundry-lanza-indice-digitalizacion-comercio-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=129801","title":{"rendered":"Spark Foundry lanza el \u00cdndice de Digitalizaci\u00f3n del Comercio en Espa\u00f1a"},"content":{"rendered":"<p>El\u00a0<strong>\u00cdndice de Digitalizaci\u00f3n del Comercio<\/strong> (IDC) se trata de un indicador trimestral que <strong>analiza la realidad presente<\/strong>, cu\u00e1n relevante es respecto al pasado y qu\u00e9 podemos esperar de cara a futuro.\u00a0<strong>Spark Foundry<\/strong> ha presentado esta herramienta en el pa\u00eds, que ha sido dise\u00f1ada para considerar diversas fuentes como\u00a0<strong>Global Web Index\u00a0<\/strong>(GWI),\u00a0<strong>IAB<\/strong> o <strong>AIMC Marcas<\/strong>.<\/p>\n<p>Se sostiene en <strong>tres pilares<\/strong> para calcular su evoluci\u00f3n. Del m\u00e1s general al m\u00e1s concreto, son: <strong>digitalizaci\u00f3n de la sociedad, el porcentaje de espa\u00f1oles que compran <em>online<\/em> y la divisi\u00f3n de estas personas en distintos segmentos.<\/strong> Despu\u00e9s, el \u00edndice contrasta diferentes perfiles de compradores digitales, dividi\u00e9ndoles en cinco categor\u00edas no excluyentes, en funci\u00f3n de sus h\u00e1bitos, necesidades y actitudes:\u00a0<strong>superdigital, curioso, pro-plataformas, social y<em> supertechie<\/em><\/strong>.<\/p>\n<p>Tras consolidar los datos y seguir la metodolog\u00eda dise\u00f1ada, se obtienen resultados como que el\u00a0<strong>82,5% de los internautas realizan con frecuencia compras\u00a0<em>online<\/em>,\u00a0<\/strong>frente a un 17,5% que nunca lo hace.<\/p>\n<p>La cifra obtenida es un \u00edndice de 0 a 100 que, a cierre del primer trimestre de 2021, alcanza un valor de 58,7. Desde el primer trimestre de 2019 <strong>el \u00edndice se ha incrementado en m\u00e1s de 5 puntos<\/strong>. Adem\u00e1s, se muestran peque\u00f1as fluctuaciones durante el \u00faltimo a\u00f1o que reflejan el estado de\u00a0<em>shock<\/em> a ra\u00edz de la pandemia y el cambio de h\u00e1bitos en los consumidores que ha tra\u00eddo consigo.<\/p>\n<p>\u00abEste \u00edndice nos permite conocer de forma trimestral el grado de digitalizaci\u00f3n de las compras y poder evaluar la situaci\u00f3n antes, durante y despu\u00e9s de la pandemia para diferentes tipolog\u00edas de compradores\u00bb, comenta\u00a0<strong>Javier Zorita<\/strong>,\u00a0<em>business lead<\/em> en\u00a0<strong>Spark Foundry<\/strong>. \u00abEl\u00a0<strong>IDC<\/strong> nos ayuda a identificar oportunidades para las marcas que ya conf\u00edan en nosotros\u00bb.<\/p>\n<p>Desde la agencia avanzan que a partir del tercer trimestre de este a\u00f1o se volver\u00e1 a calcular para as\u00ed analizar efectos de grandes eventos digitales, como el\u00a0<strong>Prime Day<\/strong> de\u00a0<strong>Amazon<\/strong>, el inicio de las rebajas, y saber c\u00f3mo estos hitos afectan a la evoluci\u00f3n del indicador.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este indicador se basa en tres pilares que dividen a los consumidores en cinco categor\u00edas no excluyentes y basar su perfil de comprador. <\/p>\n","protected":false},"author":6924,"featured_media":129808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2773,2154],"class_list":["post-129801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-data","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spark Foundry lanza el \u00cdndice de Digitalizaci\u00f3n del Comercio en Espa\u00f1a<\/title>\n<meta name=\"description\" content=\"Este indicador se basa 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