{"id":181045,"date":"2023-10-23T13:02:12","date_gmt":"2023-10-23T11:02:12","guid":{"rendered":"https:\/\/ipmark.com\/?p=181045"},"modified":"2023-10-23T16:35:30","modified_gmt":"2023-10-23T14:35:30","slug":"investigacion-mercados-cerrara-2023-con-mas-ventas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=181045","title":{"rendered":"La investigaci\u00f3n de mercados prev\u00e9 cerrar 2023 con un 7,4% m\u00e1s de ventas"},"content":{"rendered":"<p><strong>La industria de la investigaci\u00f3n de mercados en Espa\u00f1a crece en 2022 y se prev\u00e9 un mayor incremento en 2023, a pesar de la inflaci\u00f3n. Con un volumen total de ingresos de hasta 1.257 millones de euros, se espera que este a\u00f1o la cifra de negocio de las empresas del sector alcance los 1.350 millones, un 7,4% m\u00e1s.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los datos aportados por Insights + Analytics Espa\u00f1a y ESOMAR, en los que se ha incluido por primera vez los ingresos procedentes de las empresas con un perfil m\u00e1s tecnol\u00f3gico y de reporting, la cifra de negocio de la industria nacional de investigaci\u00f3n de mercados ha alcanzado los 1.257 millones de euros en 2022. Excluidas estas \u00faltimas, los ingresos se sit\u00faan en los 540 millones, un 3,6% m\u00e1s que lo obtenido en 2021.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De cara a este a\u00f1o, se prev\u00e9 de nuevo un incremento de los ingresos de las empresas del sector: <strong>un 7,4% m\u00e1s hasta los 1.350 millones de euros,<\/strong> a pesar del contexto inflacionario en el que nos hallamos actualmente.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Un 41,5% del negocio total corresponde a las empresas establecidas; un 37,7% a las de reporting y un 20,8% a las tecnolog\u00edas<\/strong>, estas dos \u00faltimas, responsables de 717 millones de euros. La<strong> investigaci\u00f3n ad-hoc <\/strong>contin\u00faa asimismo <strong>copando buena parte de los trabajos realizados (45%), seguido de la investigaci\u00f3n de paneles (37%)<\/strong> y otra investigaci\u00f3n continua (17%). <strong>El m\u00e9todo de investigaci\u00f3n m\u00e1s solicitado sigue siendo cualitativo, con un 70%, frente al 3% del cualitativo.<\/strong> Un 21% de los proyectos son de reporting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En nuestro pa\u00eds, la investigaci\u00f3n de mercados alcanza el<strong> 16,7% de la inversi\u00f3n publicitaria.\u00a0<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Alza a nivel global<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El crecimiento observado en nuestro pa\u00eds &#8211; as\u00ed como la previsi\u00f3n optimista para el cierre de 2023- sigue en consonancia con la observada a nivel global. Seg\u00fan datos de ESOMAR, contabilizado el negocio de las empresas tecnol\u00f3gicas y de reporting, la cifra de ingresos global alcanza en 2022 los 129.241 millones de d\u00f3lares, y<strong> se prev\u00e9 que se sit\u00fae cercano a los 142.000 millones a finales de a\u00f1o (+11,6%).\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Excluidas estas compa\u00f1\u00edas, la cifra arrojada por las empresas establecidas se sit\u00faa en los 107.186 millones de d\u00f3lares, un dato superior a lo registrado en 2019, cuando se alcanz\u00f3 los 77.296 millones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>La mayor parte de las empresas analizadas est\u00e1n especializadas en la recogida de datos (79,9%)<\/strong>, frente a un 20,1% de reporting. Respecto a la primera especialidad, por primera vez la cuota de mercado de las empresas tecnol\u00f3gicas supera a la de las empresas establecidas (39,5% y 37,9%, respectivamente). <strong>Un 55% de los ingresos se queda en compa\u00f1\u00edas procedentes de Estados Unidos; seguida de Europa (24) y Asia Pac\u00edfico (14%).\u00a0<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por primera vez, se incluye la facturaci\u00f3n de compa\u00f1\u00edas tecnol\u00f3gicas y de reporting, lo que ha aumentado la cifra de negocio del sector en 1.257 millones de euros en 2022. <\/p>\n","protected":false},"author":29,"featured_media":181052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[175,398],"class_list":["post-181045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-inversion-publicitaria","tag-investigacion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La investigaci\u00f3n de mercados cerrar\u00e1 2023 con un 7,4% m\u00e1s de ventas<\/title>\n<meta name=\"description\" content=\"Se espera que este a\u00f1o la cifra de negocio de las empresas del sector alcance los 1.350 millones, un 7,4% m\u00e1s.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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