{"id":78883,"date":"2019-03-20T17:34:13","date_gmt":"2019-03-20T15:34:13","guid":{"rendered":"https:\/\/ipmark.com\/?p=78883"},"modified":"2019-03-20T17:34:13","modified_gmt":"2019-03-20T15:34:13","slug":"estudio-anual-mobile-iab-conclusiones","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78883","title":{"rendered":"El 74% de usuarios interact\u00faa con publicidad desde su m\u00f3vil"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-78891\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/Estudio-Anual-de-Mobile-y-Connected-Devices-IAB.jpg\" alt=\"Estudio-Anual-de-Mobile-y-Connected-Devices-IAB\" width=\"690\" height=\"278\" \/>La percepci\u00f3n dela publicidad en los dispositivos m\u00f3vil mejora, seg\u00fan la \u00faltima edici\u00f3n del Estudio Anual de Mobile &amp; Connected Devices, elaborado por IAB Spain con la colaboraci\u00f3n de nPeople y GfK. Hasta un 74% de los usuarios afirman clicar en publicidad de su inter\u00e9s mientras navegan desde su smartphone y el 65% al hacerlo desde su tablet. Y solo un 5% manifiesta su insatisfacci\u00f3n al respecto.\u00a0<\/strong><\/p>\n<p>El informe destaca la gran variedad de tem\u00e1tica en publicidad clicada por inter\u00e9s, con un <strong>gran repunte del inter\u00e9s de los usuarios en los contenidos comerciales de las marcas tecnol\u00f3gicas<\/strong> (11% m\u00e1s que en 2017). Viajes y turismo; cine, series y TV; restaurantes, moda, m\u00fasica, videojuegos, hogar, coches y belleza completan el Top10 de las categor\u00edas cuya publicidad atrae m\u00e1s a los usuarios mobile.<\/p>\n<p>En cuanto a las tres grandes tendencias en publicidad mobile para este a\u00f1o, el estudio destaca el\u00a0\u00a0<strong>web responsive (67,4%), el display mobile (65,9%) y el social media (65,9%)<\/strong>. En un segundo nivel\u00a0estar\u00edan las acciones en apps , video mobile, geolocalizaci\u00f3n y SEM mobile. Por \u00faltimo, las\u00a0t\u00e9cnicas publicitarias que parecen perder comba son\u00a0\u00a0las de SMS, en Whatsapp, ASO y AR\/VR mobile.<\/p>\n<figure id=\"attachment_78892\" aria-describedby=\"caption-attachment-78892\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78892\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/tendencias-publicidad-mobile-2019-IAB-Estudio-1.jpg\" alt=\"Tendencias en publicidad mobile para 2019. (Estudio Anual de Mobile &amp; Connected Devices). \" width=\"690\" height=\"273\" \/><figcaption id=\"caption-attachment-78892\" class=\"wp-caption-text\">Tendencias en publicidad mobile para 2019. (Estudio Anual de Mobile &amp; Connected Devices).<\/figcaption><\/figure>\n<figure id=\"attachment_78894\" aria-describedby=\"caption-attachment-78894\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78894\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/Top10-App-Utilizadas-M\u00f3vil-estudio-IAB-2019.jpg\" alt=\"Top10 de las aplicaciones m\u00e1s utilizadas en smartphone y tablet (Estudio Anual de Mobile &amp; Connected Devices). \" width=\"690\" height=\"459\" \/><figcaption id=\"caption-attachment-78894\" class=\"wp-caption-text\">Top10 de las aplicaciones m\u00e1s utilizadas en smartphone y tablet (Estudio Anual de Mobile &amp; Connected Devices).<\/figcaption><\/figure>\n<figure id=\"attachment_78896\" aria-describedby=\"caption-attachment-78896\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78896\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/asistentes-de-voz-utilizados-Estudio-IAB.jpg\" alt=\"Asistentes de voz m\u00e1s utilizados por los usuarios espa\u00f1oles. (Estudio Anual de Mobile &amp; Connected Devices-IAB Spain). \" width=\"690\" height=\"399\" \/><figcaption id=\"caption-attachment-78896\" class=\"wp-caption-text\">Asistentes de voz m\u00e1s utilizados por los usuarios espa\u00f1oles. (Estudio Anual de Mobile &amp; Connected Devices-IAB Spain).<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Entre las <strong>conclusiones m\u00e1s destacadas del <a href=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/estudio-anual-mobile-connected-devices-2019_iab-spain_vreducida.pdf\">Estudio Anual de Mobile &amp; Connected Devices<\/a><\/strong> hay que se\u00f1alar las siguientes:<\/p>\n<p>&#8211; El smartphone tiene ya una penetraci\u00f3n del 96% de los internautas en Espa\u00f1a: <strong>31,3 millones de usuarios.<\/strong><\/p>\n<p>&#8211; Crece el consumo de otros dispositivos, 2 de cada 10 usuarios ya tiene un smartwatch. Un 8,5% reconoce tener un coche inteligente, <strong>7,2% tiene gafas de VR<\/strong> y aumenta el resto de wearables.<\/p>\n<p>&#8211; La percepci\u00f3n del usuario del n\u00famero de apps que usa es mucho menor que la realidad. Creemos utilizar 11 apps en smartphone y 9 en tablet cuando <strong>en realidad usamos 31 en smartphone y 13 en tablet<\/strong>.<\/p>\n<p>&#8211; Sigue creciendo el <strong>consumo simultaneo de TV y, especialmente, smartphone<\/strong>. Es algo muy habitual entre los j\u00f3venes, por lo que las marcas y los contenidos seguir\u00e1n conviviendo con este fen\u00f3meno. El reto es captar la atenci\u00f3n.<\/p>\n<p>&#8211; Cada vez hay m\u00e1s compradores online que utilizan el smartphone para su compras. <strong>El 82% ha realizado compras desde el smartphone<\/strong> (lo m\u00e1s extendido, la moda) vs al 77% que lo hicieron en 2017. Entre los menores de 35 a\u00f1os, el uso es bastante habitual.<\/p>\n<p>&#8211; Las marcas asi\u00e1ticas irrumpen en el mercado en 2017, ahora, <strong>Xiaomi logra una penetraci\u00f3n de mercado similar a Apple (21%)<\/strong>. Con todo, Samsung conserva el liderazgo y Xiaomi coge posiciones r\u00e1pidamente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La percepci\u00f3n dela publicidad en los dispositivos m\u00f3vil mejora, seg\u00fan la \u00faltima edici\u00f3n del Estudio Anual de Mobile &amp; Connected<\/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":[5895],"tags":[],"class_list":["post-78883","post","type-post","status-publish","format-standard","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mejora la percepci\u00f3n de la publicidad mobile entre los usuarios-IPMARK<\/title>\n<meta name=\"description\" content=\"IAB Spain presenta el Estudio Anual de Mobile &amp; Connected Devices y sus 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