Preferencias a la hora de las conversiones online

Cuando nos gusta una cosa, un tema, una labor social o un producto, estamos más orientados a preferir cosas parecidas a ese gusto inicial. Eso hace parte normal de nuestro carácter, forma de ser, sin que signifique que nos quedemos con los mismos gustos para toda la vida.

Es como mirar dentro del armario y hacerse una primera percepción de nuestros gustos, estilos, viendo la ropa, zapatos, accesorios (lo mio son los relojes, jajajajaja ;).

Ver los clics que hacemos (aunque de manera anónima; sin saber nombres ni detalles personales. La privacidad es clave en internet) también permite saber más de nosotros. Son datos claves para impulsar las conversiones en marketing online.

A continuación veamos los detalles de los segmentos de audiencia del grupo ‘Estilos de Vida’ que ya mencionamos en un post anterior sobre los diversos grupos de comportamiento online .

MiTip: Las mujeres son las ganadoras en la capacidad de influencia y participación en los pasos previos a la hora de interesarse en la mayoría de temas.

Estos datos son parte de una investigación basada en los datos mundiales de medición de comScore.

En este grupo hay varios segmentos:

Segmentos de Audiencia ARTE

4.69x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
2.97x	more likely to visit ‘Retail – Tickets’ sites than the average internet user
2.47x	more likely to visit ‘Travel – Ground/Cruise’ sites than the average internet user

Segmentos de Audiencia Ecologistas

4.03x	more likely to visit ‘Community – Home’ sites than the average internet user
3.00x	more likely to visit ‘Community – Green’ sites than the average internet user
5.73x	more likely to visit ‘Entertainment – Entertainment – Humor’ sites than the average internet user

Segmentos de Audiencia Fan de los Deportes

3.17x	more likely to visit ‘Retail – Sports/Outdoor’ sites than the average internet user
29.41x	more likely to visit ‘News/Information – General News’ sites than the average internet user
11.40x	more likely to visit ‘Games – Online Gaming’ sites than the average internet user

Segmentos de Audiencia Futboleros

3.18x	more likely to visit ‘Business/Finance – Financial Information/Advice’ sites than the average internet user
3.38x	more likely to visit ‘Retail – Tickets’ sites than the average internet user
10.14x	more likely to visit ‘Entertainment – News’ sites than the average internet user

Segmentos de Audiencia Fans del Golf (que no los golferos – jaja)

4.96x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
4.40x	more likely to visit ‘Community – Beauty/Fashion/Style’ sites than the average internet user
2.86x	more likely to visit ‘Travel – Hotels/Resorts’ sites than the average internet user

Segmentos de Audiencia Hispanos (cultura latina en USA)

5.14x	more likely to visit ‘Community – Personals’ sites than the average internet user
7.35x	more likely to visit ‘Services – Instant Messengers’ sites than the average internet user
2.82x	more likely to visit ‘Services – Discussion/Chat’ sites than the average internet user

Segmentos de Audiencia Buscadores de cambios en su vida (coaching, yoga, dietas)

4.33x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
11.82x	more likely to visit ‘Real Estate’ sites than the average internet user
5.12x	more likely to visit ‘Health – Information’ sites than the average internet user

Segmentos de Audiencia Hombres

4.36x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
4.82x	more likely to visit ‘Entertainment – Humor’ sites than the average internet user
8.37x	more likely to visit ‘Games – Gaming Information’ sites than the average internet use

Segmentos de Audiencia Mamás y sus bebés

2.47x	more likely to visit ‘Retail – Toys’ sites than the average internet user
2.12x	more likely to visit ‘Retail – Fragrances/Cosmetics’ sites than the average internet user
3.14x	more likely to visit ‘Community – Home’ sites than the average internet user

Segmentos de Audiencia Los que hacen (hacemos) resoluciones de año nuevo

2.90x	more likely to visit ‘Community – Green’ sites than the average internet user
2.85x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
2.51x	more likely to visit ‘Community – Religion/Spirituality’ sites than the average internet user

Segmentos de Audiencia Amantes del aire libre

2.97x	more likely to visit ‘Retail – Sports/Outdoor’ sites than the average internet user
2.11x	more likely to visit ‘Retail – Mall’ sites than the average internet user
2.87x	more likely to visit ‘Community – Pets’ sites than the average internet user

Segmentos de Audiencia Interesados en política

2.97x	more likely to visit ‘Retail – Sports/Outdoor’ sites than the average internet user
2.11x	more likely to visit ‘Retail – Mall’ sites than the average internet user
2.87x	more likely to visit ‘Community – Pets’ sites than the average internet user

Segmentos de Audiencia Padres orgullosos

2.42x	more likely to visit ‘Retail – Toys’ sites than the average internet user
2.14x	more likely to visit ‘Retail – Books ‘ sites than the average internet user
2.48x	more likely to visit ‘Community – Pets’ sites than the average internet user

Segmentos de Audiencia Retirados/jubilados

4.71x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
7.47x	more likely to visit ‘Business/Finance – Banking’ sites than the average internet user
3.58x	more likely to visit ‘Community – Home’ sites than the average internet user

Segmentos de Audiencia Solteros

5.10x	more likely to visit ‘Entertainment – Humor’ sites than the average internet user
8.54x	more likely to visit ‘Games – Gaming Information’ sites than the average internet user
4.73x	more likely to visit ‘Community – Beauty/Fashion/Style’ sites than the average internet user

Segmentos de Audiencia Fans de redes sociales

4.23x	more likely to visit ‘Services – e-cards ‘ sites than the average internet user
6.45x	more likely to visit ‘Community – Personals ‘ sites than the average internet user
4.00x	more likely to visit ‘Career Services and Development – Career Resources’ sites than the average internet user

Segmentos de Audiencia Deportistas SemiDedicados

4.66x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
2.76x	more likely to visit ‘Retail – Sports/Outdoor’ sites than the average internet user
9.65x	more likely to visit ‘Entertainment – News’ sites than the average internet user

Segmentos de Audiencia Personal Militar (ojo, de USA)

5.56x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
2.69x	more likely to visit ‘Travel – Hotel/Resorts’ sites than the average internet user
4.47x	more likely to visit ‘Community – Family & Parenting’ sites than the average internet user

Segmentos de Audiencia Mujeres

3.77x	more likely to visit ‘E-cards Services’ than the average internet user
2.50x	more likely to visit ‘Retail Fragrances Cosmetics sites than the average internet user
2.66x	more likely to visit ‘Community – Pets’ than the average internet user

4.69x	more likely to visit ‘News/Information – Politics’ sites than the average internet user
2.97x	more likely to visit ‘Retail – Tickets’ sites than the average internet user
2.47x	more likely to visit ‘Travel – Ground/Cruise’ sites than the average internet user

2 Comments

1

Daniel Alegre
junio 29, 2013 at 8:36 pm
Ivan buenas tardes, tengo dos consultas:
1 cuál es la fuente de estos datos?
2 Qué significa la cifra que aparece antes del more likely en cada afirmación? o cuál sería la forma correcta de leerlo e interpretarlo?
Gracias

1. 1.1
  
  Iván Botero
  julio 4, 2013 at 12:50 pm
  Hola Daniel, la fuente de estos estudios que se renuevan semestralmente) es comScore. Ellos adelantan investigaciones permanentemente y varias de ellas son pertinentes para mercados en español, aunque gran parte de sus datos y hallazgos son para mercados anglosajones.
  Sobre el ‘more likely’ se entiende como ‘más dispuestos a'; en este caso los navegantes de internet que visitan webs de arte están en un X o Y % ‘mas dispuestos a’ visitar sitios web de los otras temáticas que dice el estudio.
  Saludos

Todos tenemos mas de un comportamiento online

Lo online te da presencia y también permanencia

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Preferencias a la hora de las conversiones online

Todos tenemos mas de un comportamiento online

Lo online te da presencia y también permanencia

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ibotero

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