{"id":36218,"date":"2014-06-13T14:26:04","date_gmt":"2014-06-13T12:26:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=36218"},"modified":"2014-06-13T14:26:04","modified_gmt":"2014-06-13T12:26:04","slug":"el-mundial-modifica-los-habitos-de-consumo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=36218","title":{"rendered":"El Mundial modifica los h\u00e1bitos de consumo"},"content":{"rendered":"<figure id=\"attachment_36239\" aria-describedby=\"caption-attachment-36239\" style=\"width: 594px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-36239 size-full\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2014\/06\/Seleccion_camistea_2013-e1402664631282.jpg\" alt=\"La Roja es el mejor recurso comercial durante el Mundial de F\u00fatbol.\" width=\"594\" height=\"328\" \/><figcaption id=\"caption-attachment-36239\" class=\"wp-caption-text\">La Roja es el mejor recurso comercial durante el Mundial de F\u00fatbol.<\/figcaption><\/figure>\n<p>Siete de cada diez espa\u00f1oles seguir\u00e1 el Mundial desde casa, lo que convierte a este acontecimiento futbol\u00edstico en una oportunidad de oro para el consumo en el hogar. Y el 82% ver\u00e1 los partidos en compa\u00f1\u00eda de familiares y amigos. Este car\u00e1cter de evento social m\u00e1s que deportivo supondr\u00e1 una variaci\u00f3n sustancial en los h\u00e1bitos de consumo durante el pr\u00f3ximo mes.<\/p>\n<p>Seg\u00fan el informe \u201cMundial 2014 y su impacto en el consumo\u201d realizado por la consultora Kantar Worldpanel, los hogares seguidores del f\u00fatbol modifican sus compras en los d\u00edas de partido. El estudio, que compara los h\u00e1bitos de compra de los \u201cfans\u201d con los \u201cno fans\u201d del f\u00fatbol revela que los primeros modifican el tipo de productos, marcas y el lugar de compra durante esos d\u00edas.<\/p>\n<p>As\u00ed, entre los que seguir\u00e1n el Mundial en casa, la mitad reemplazar\u00e1 su cena habitual por algo informal o de picoteo, e incluso un 13% no preparar\u00e1 nada y dejar\u00e1 que cada uno coja lo que quiera.<\/p>\n<p>Durante la Eurocopa 2012, los hogares aficionados al f\u00fatbol compraron m\u00e1s productos asociados al horario de los partidos (16h y 19h) como helados, cervezas, refrescos, vinos, aceitunas, e incluso caf\u00e9s y reposter\u00eda individual, que sustituyeron a la merienda tradicional con pan. Tambi\u00e9n realizaron m\u00e1s compras de lo habitual en supermercados regionales y de proximidad. Y aunque estos hogares suelen ser m\u00e1s afines a la marca de la distribuci\u00f3n, durante este periodo aumentaron su gasto en primeras marcas.<\/p>\n<p>En opini\u00f3n de Eva Linares, LinkQ Director de Kantar Worldpanel, \u201clas expectativas para el Mundial 2014 son positivas. La intenci\u00f3n de verlo en casa tiene mucho que ver con el horario, por lo que productos de cena informal como embutidos, quesos, pizzas o platos preparados tienen una gran oportunidad de desarrollo. Tambi\u00e9n podemos esperar cierto crecimiento de bebidas de alta graduaci\u00f3n m\u00e1s asociadas a consumo nocturno.\u201d<\/p>\n<p><b>La Roja, el mejor recurso comercial<\/b><\/p>\n<p>El reto para las marcas de estas categor\u00edas es atraer al consumidor durante su compra habitual y recordarle el Mundial cuando acuda a los establecimientos.<\/p>\n<p>En este sentido, la Selecci\u00f3n constituye un valioso recurso comercial: a la mitad de los seguidores les gustar\u00eda encontrar promociones que incluyan regalos de La Roja y cuatro de cada diez cambiar\u00edan de marca ante ese regalo. Tambi\u00e9n valorar\u00edan promociones de cantidad extra o acciones con categor\u00edas complementarias orientadas a un consumo social.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Siete de cada diez espa\u00f1oles seguir\u00e1 el Mundial desde casa, lo que convierte a este acontecimiento futbol\u00edstico en una oportunidad<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54],"tags":[],"class_list":["post-36218","post","type-post","status-publish","format-standard","hentry","category-eventos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=36218\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Siete de cada diez espa\u00f1oles seguir\u00e1 el Mundial desde casa, lo que convierte a este acontecimiento futbol\u00edstico en una oportunidad\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=36218\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-13T12:26:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2014\/06\/Seleccion_camistea_2013-e1402664631282.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"El Mundial modifica los h\u00e1bitos de consumo\",\"datePublished\":\"2014-06-13T12:26:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218\"},\"wordCount\":448,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2014\\\/06\\\/Seleccion_camistea_2013-e1402664631282.jpg\",\"articleSection\":[\"Eventos\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=36218\",\"name\":\"El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2014\\\/06\\\/Seleccion_camistea_2013-e1402664631282.jpg\",\"datePublished\":\"2014-06-13T12:26:04+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=36218\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=36218#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"El Mundial modifica los h\u00e1bitos de consumo\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=36218","og_locale":"es_ES","og_type":"article","og_title":"El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","og_description":"Siete de cada diez espa\u00f1oles seguir\u00e1 el Mundial desde casa, lo que convierte a este acontecimiento futbol\u00edstico en una oportunidad","og_url":"https:\/\/ipmark.com\/?p=36218","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2014-06-13T12:26:04+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2014\/06\/Seleccion_camistea_2013-e1402664631282.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=36218#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=36218"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"El Mundial modifica los h\u00e1bitos de consumo","datePublished":"2014-06-13T12:26:04+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=36218"},"wordCount":448,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=36218#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2014\/06\/Seleccion_camistea_2013-e1402664631282.jpg","articleSection":["Eventos"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=36218","url":"https:\/\/ipmark.com\/?p=36218","name":"El Mundial modifica los h\u00e1bitos de consumo - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=36218#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=36218#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2014\/06\/Seleccion_camistea_2013-e1402664631282.jpg","datePublished":"2014-06-13T12:26:04+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=36218#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=36218"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=36218#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=36218#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"El Mundial modifica los h\u00e1bitos de consumo"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/36218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=36218"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/36218\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=36218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=36218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=36218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}