This report is aimed at the Salvadoran population, entrepreneurs, universities, think tanks, planners, insighters, trend-hunters, branders, online advertising agencies, marketing experts, strategic communicators, politicians, and people passionate about social media.
The report is structured in eight large sections. In the first, the evolution in the use of social networks by Salvadoran Internet users is studied, which emphasizes preference, frequency, and user profiles. The second deals with the social network preferred by social surfers, as well as the reasons that motivate them in their choice, the activities they carry out in them and what they like and dislike most in their use.
study-of-social-networks-in-el-salvador-2015
The third studies advertising on social networks, its impact and acceptance on its users. The fourth deals with purchases that have been made through social networks and their importance as a commercial mechanism. The fifth presents the ranking of brands according to the level of awareness among users and identifying the reasons why Salvadorans prefer to follow those brands; the sixth measures the perception of politics on social networks and the expectations of users as critical agents. In the seventh and last, the most outstanding conclusions of the study are presented.
ANALITIKA is at your disposal to expand any topic related to this study, write to [email protected] and you can expand what you consider.
METHODOLOGY
Quantitative Technique: Online survey applied in the modalities CAWI (Computer Assisted Web Interviewing), TAPI (Tablet Assisted Personal Interviewing), SAPI (Smartphone Assisted Personal Interviewing), CAPI (Computer Assisted Personal Interviewing).
Universe: Salvadorans 18 years of age and older, active Internet and Social Network users (netizens from other countries who participated in the study were excluded). Country: El Salvador Sample
Size: 837 cases
Sample error: 3.4%. 95% Confidence Level, p = q = 50%.
Sampling: Random: Fieldwork dates: November 2014.
Neatness of data: The questionnaires were subjected to the cross check question and other techniques for reviewing the online data, to eliminate non-congruent answers, partial questionnaires, answers out of context, invalid open answers, among others.
Methodology (data analysis):
Factorial analysis of principal components: The factorial analysis of principal components studies the relationships of independence that occur between a set of variables or individuals.
Non-hierarchical cluster analysis: Seeks to analyze the interdependence between variables by defining homogeneous segments in their interior and heterogeneous with respect to other groups
Correspondence Analysis: It is a technique of reducing dimensions and making perceptual maps. These maps are based on the association of variables.
Contrasts of independence: Seeks to analyze the dependency between two variables, this analysis seeks a scientific argument with which to ensure that the variables considered are related to each other and that what is observed is not the product of chance and the randomness of the sample.
Descriptive Analysis: This analysis allows us to control the presence of possible errors in the data entry phase (out of range values). This "initial" analysis also provides possible probability distribution with its centralization parameters; mean, median and mode; as well as its dispersion parameters; variance, standard deviation, etc…
FACEBOOK… THE SOCIAL NETWORK WITH THE MOST USE WHAT SHOULD THE NETWORK BE USED TO POSITION US ACCELERATELY? Facebook
Brands must plan marketing strategies that no longer only involve Facebook, YouTube, and Twitter, but take a look at the Instagram network (the emerging Instagram network) and.
NOTE TO COMMUNICATION AND MARKETING MANAGERS:
Facebook continues to be the brand that Others operate in El Salvador, the social network that offers Badoo more opportunities to be close to the consumer and to integrate intelligently into the life of the Salvadoran, however the strategy You must integrate the least 5 main ones shown in graph 1 in order to have greater market coverage.
It should be borne in mind that interviewees spend more time on social networks than anywhere else in their daily lives… so greater investments in social media are suggested for 2015 and 2016.
What social networks do you use?
Note: the sum differs from 100 points because it is a multiple choice question.
NUMBER OF ACCOUNTS (2014) AVERAGE PER USER
Graph 2.
The higher the family income, the greater the number of social networks that Internet users will use; In other words, in the higher strata there is a greater “cyber culture” and the need to stay connected and in constant communication with friends, family, etc. On the other hand, the number of social networks seems to decline as age increases.
WHAT NETWORKS DO MEN AND WOMEN USE?
Graph 3.
There are certain differences in the use of social networks according to gender; To be more specific, the majority of users, of the 6 most used social networks, turn out to be men, however, these differences, with the exception of Google +, turn out to be non-significant, that is, the use preference does not depend on gender (see table 1)
NOTE TO THE ENTREPRENEUR OR MARKETING MANAGER: The above, suggests, that when you want to launch advertising campaigns, these should not be geared to a particular genre, but must take into account the needs and tastes of both, especially if the campaign has planned to be implemented on Facebook.
This will also depend on the commercial strategy that is being followed within the objectives of each ADVERTISING, Male Female
PROMOTION AND ONLINE INTERACTIVE ASSIGNMENT.
SALVADORAN PEOPLE ARE INTERESTED IN THE VISUAL CONTENT
Instagram is a social network of main use among those under 30 years of age, in it the phrase "an image is worth a thousand words" fits perfectly with the usefulness of said social network ("millennials" enjoy sharing and commenting on photographs more). LinkedIn, being a professional network, is preferred by older users and for B2B businesses.
INDEPENDENCE TESTS
At this point, it is important to determine if the demographic information of the interviewees influences the use of certain social networks; It should be clarified, then, that the demographic information considered is gender, age, educational level, family marital status and the total family income of Internet users. With them, what is intended is to study whether or not they influence the use of the most used networks such as: Facebook, Youtube, Twitter, Google +, Instagram and LinkendIn, since we have previously studied in a descriptive way how they behave, without However, we need a formal and scientifically supported argument that what is observed is not the result of chance or the randomness of the sample, but that it is a predefined behavior, the Chi-Square independence test will be used for this.
The final decision, of dependency or independence (they influence or not), is made based on the P value (which can be interpreted as the probability of observing the distribution shown by our data if the participating variables were independent), the higher this P We will have greater confidence that our variables are independent; 0.05 (5%) will be taken as the reference point; that is, if the P value is greater than 0.05 the variable has no influence on the use of the social network, otherwise we will say that there is an influence on the sociodemographic variable.
SOCIAL NETWORKS USED (2014), INDEPENDENCE TESTS
Table 1.
The use of Facebook is not influenced by gender, age, marital status, income, or academic level; in clear terms it is used by all socioeconomic levels, of all ages, of different educational levels. On the other hand, when analyzing Twitter, the influence variables are age and marital status.
By way of summary, the variables that affect YouTube are age and income, in Google + gender and marital status, in Instagram, age, marital status, and family income. Finally, Linkedin is influenced by age, income and academic level. Note that in this last mentioned social network (Linkedin) the influence variable is the educational level, unlike the other networks in which education does not influence. This is because Linkedin is a Professional Networking network.
THE FUTURE OF THE NETWORKS IN EL SALVADOR IS IN THE VISUAL CONTENT
Graph 5.
WHICH SOCIAL NETWORK WOULD PROVIDE BETTER VISUAL CONTENT TO MY BUSINESS?
Instagram, the social network for mobile photography, is the one with a highly significant increase in its use. This is because it allows you to display much more visual content than other networks. The cyberspace audience seems to be much more attracted to being shown visual content (photos and videos). This increase in attraction for visual content on the internet is due to the increasing influx of mobile device platforms that currently exists in El Salvador, as well as the ease of connection that users maintain, the capital that their owner Facebook has invested., laziness in reading, among others that have caused this unstoppable growth of Instagram.
Therefore, in 2015-2016, it will be preferred to those companies that provide visual content that offers fast information, with an attractive and modern design.
WHICH NETWORKS WILL DISAPPEAR?
If the current trend continues, Hi5 and MySpace would be networks in El Salvador that will go down in history in a couple of years and Google +, although it is a recent social network, according to the global trend, will be gradually displaced in the
coming years. Between 2010-2014 for each of the networks that you currently use, would you say that your visit frequency has increased, has been maintained or has decreased?
"MANY THE CALLS, FEW THE CHOSEN"
Currently, Facebook is not only the most used social network, but for most Internet users, it is their preferred network. It should be noted that educational level is the only variable that does not influence the perception of the preferred network.
Table 3. Preferred network
What is the one you like?
FACEBOOK IS THE MOST PREFERRED SOCIAL NETWORK
Graph 6.
STATISTICS OF THE PREFERRED SOCIAL NETWORK (2014)
Note: the up arrows should be interpreted as increasing the preference of a network as the value of the demographic variable increases, those that go down the opposite.
ANACOR ANALYSIS, PREFERRED SOCIAL NETWORK (2014)
Figure 1.
WHAT ACTIVITIES DO YOU DO IN THE SOCIAL NETWORK THAT YOU LIKE MOST?
MAIN ACTIVITY
In general, social networks are often used for a variety of activities that generate many emotions between adults and young people, there are at least 2 activities that stand out from the rest, these being: sending messages and chatting with friends and / or known, that is, "socialize".
COMMERCIAL ACTIVITIES
On the other hand, one in 3 Internet users maintains some kind of relationship with Salvadoran brands. For example, following brands, buying products, commenting on advertising and / or contacting customer service.
In this sense, the penetration of brands in social networks has taken a very leading role. However, there is a very weak line in terms of invasion of privacy that can cause some discomfort from advertising spam.
Graph 7.
Send messages to my contacts
Chat
Review contact activity
Upload content
Watch videos, music
Follow brands
Comment on the news
For professional / study purposes
Play online
Meet people
Buy / Sell
Comment places you have visited
Participate in contests
Create events
Comment announcements, advertising
Contact customer service Others
Note: the sum differs from 100 points because it is a question
REASONS WHY THEY PREFER A SOCIAL NETWORK
PREFERENCE REASON FOR A SOCIAL NETWORK Graph 8.
Note: the sum differs from 100 points because it is a multiple choice question.
Naturally, the social network preferred by the interviewees is the one they use the most (62%). Among the other reasons that motivate users to lean in favor of a certain social network, the content stands out, which in addition to being interesting is varied (43%), is where it has the largest number of "cyber friends" (41%) and the one that is easiest to use (41%).
EXTERNAL FACTORS INFLUENCE THE DECISION
The comments that users hear and / or read from social networks, directly or indirectly influence their decision to make greater use of them and therefore make it their favorite. The success or failure of a social network among other things will depend on the mass among its peers and the perceived usability it has for the user. It is important that brands also do prospective work, trends, workshops, and others in order to
WHO PREFER FACEBOOK
Table 4. ACTIVITIES Facebook
Send messages to my contacts 55%
Chat 52%
Review the activity of my contacts 33%
For professional / study purposes 28%
Follow brands 26%
Post content 22%
Interact with others 16%
Watch videos, music 16%
Comment on the news 12%
Table 5. REASONS Facebook
Is the one I use the most 67%
I have more friends 55%
It is easy to use 44%
It is the best known 33%
Interesting / varied content 32% I
find new friends / contacts 28%
It is the most suitable for me 20%
For entertaining and fun 17%
It is the fastest 13%
For applications and games 11%
Others 3%
Meet people 7%
Buy / Sell 6%
Comment on places I have visited 4%
Participate in contests 4%
Others 3%
Create events 3 %
Comment ads, advertising 2%
BECAUSE THEY PREFER FACEBOOK
Play online 9%
Contact customer service of a brand 2%
Talk about products that I have bought or would like to buy 1%
Note: the sum differs from 100 points because it is a multiple choice question, the nauts can prefer a social network for more than one
activity reason, WHO PREFER TWITTER
Table 6. ACTIVITIES Twitter
Review the activity of my contacts 46%
Send messages to my
contacts 36%
BECAUSE THEY PREFER To
comment on the news 33%
Interact with others 26%
Post content 24%
For professional / study purposes 18%
Watch videos, music 15%
Table 7. REASONS Twitter
Interesting / varied content 70%
It is the fastest 39%
It is the most suitable for me 33%
It is easy to use 32%
For entertaining and fun 20%
I have more friends 14% I
find new friends / contacts 5%
It is the best known 5%
Others 3%
For the applications and games 2%
Follow brands 6%
Comment on places I have visited 6%
Contact customer service of a brand 6%
Others 6%
Create events 5%
Buy / Sell 3%
Participate in contests 2%
Comment ads, advertising 2%
Is the one I use the most 50%
Chat 12%
Play online 6%
WHO PREFER YOUTUBE
Table 8. ACTIVITIES YouTube
Watch videos, music 80%
For professional / study purposes 44%
Send messages to my contacts 33%
Post content 22%
Review my contacts' activity 20%
Chat 20%
Comment on the news 9%
Know people 9%
Interact with others 9%
Play online 4%
Create events 4%
Others 4%
Follow brands 2%
Comment ads, advertising 2%
Buy / Sell 2%
Table 9. YouTube REASONS
Interesting / varied content 65%
For entertaining and fun 52%
It is easy to use 35%
It is the most suitable for me 20%
It is the best known 15% I
find new friends / contacts 13%
It is the fastest 11%
I have more friends 4%
Others 4%
BECAUSE THEY PREFER YOUTUBE
It is the one I use the most 61%
ACTIVITIES PERFORMED BY THOSE WHO PREFER INSTAGRAM
Comment on ads, advertising 3%
Table 10. ACTIVITIES Instagram
Review the activity of my contacts 54%
Upload content 51%
Watch videos, music 31%
Table 11. REASONS Instagram
Interesting / varied content 67%
I use the most 39%
It is easy to use 36%
It is the most suitable for me 21% I
find new friends / contacts 15%
It is the fastest 13%
For the applications and games 5%
I have more friends 3%
Follow brands 26%
Chat 18%
Interact with others 18%
Comment on places I have visited 10%
Meet people 8%
Others 5%
BECAUSE THEY PREFER INSTAGRAM
28% For entertaining and fun 46%
Send messages to my contacts
For professional / study purposes 13%
Participate in contests 3%
ACTIVITIES PERFORMED BY THOSE WHO PREFER
Table 12. ACTIVITIES
Send messages to my contacts 50%
Review my activity WHY THEY PREFER
Post content 50%
Interact with others 40%
Follow brands 30%
Table 13. REASONS
Interesting / varied content 80%
I use the most 40%
It is easy to use 40%
It is the most suitable for me 30%
I have more friends 20% I
find new friends / contacts 10%
Watch videos, music 20%
Comment news 10%
For professional / study purposes 10%
Buy / Sell 10%
Send messages to my contacts 50%
50% contacts
For entertaining and fun 50%
Chat 20%
Note: the sum differs from 100 points because it is a question Multiple choice, social surfers may prefer a social network for more than one reason and do more than one activity.
THE 7 MOST ATTRACTIVE ASPECTS OF SOCIAL MEDIA FOR SALVADORAN PEOPLE
COMMUNICATION PREVAILS
Rapid communication turns out to be the most striking aspect of social networks in general, it should be noted that from 2010 to 2014 there was an increase of around 31% in those who think that way; Similarly, being in contact with friends and family is also another of the most positive aspects perceived by the use of social networks.
On the other hand, social networks, in addition to being used to share comments, photographs, etc., are also used as meeting points with old friends and some family members, however, the latter has experienced a 6% reduction between the two measurements.
There is clear evidence that more than selling products or services, you must connect with the consumer in an agile way and generate relationships that humanize the role of
Graph 9.
Quick communication / Current information
Be in contact with friends, family
Share content (comments, photos, links…)
Reencounter with old friends / Family
They have a great amount and variety of information
See photos and videos
Talk with people from all over the world
about brands in the Salvadoran geographical context.
What do you like most about social networks, in general?
Note: the sum differs from 100 points because it is a multiple choice24 question.
DISLIKES WHAT IS ANNOYING ON SOCIAL NETWORKS
THE LACK OF PRIVACY IS THE MOST ANNOYING
Currently, what most displeases in the use of social networks has to do with the lack of privacy (47%) and with the false profiles that can be found in them (41%); the latter being the one with the greatest increase in the study period (12%).
INAPPROPRIATE CONTENT On the other hand, in addition to those already mentioned, the immoral use that some users make in relation to the information they post is also worrying, as well as the constant disrespect for vulgar words or images and / or vulgar images.
CONCERN WITH DISRESPECT
In other words, users show some degree of concern and disagreement because not everyone tries to interact respectfully. It should be noted that invasive advertising has become uncomfortable for some users.
Graph 10.
Lack of privacy / Little privacy
People who lie / False profiles
The immoral / illegal use of data
Disrespectful / heavy people
Little security
The risk of posting personal photos
Advertising
Contacts that are unknown
Some functions / applications
Too much information
I try too cold / impersonal
Time consuming
They are slow
What do you like least about the Note: the sum differs from 100 points due to social networks, in general? because it is a multiple choice question.
CONNECTION FREQUENCY
Graph 11.
CONNECTION FREQUENCY
Preferred social
network No matter the social network preferred by active users, the vast majority connect daily. Special emphasis should be placed on Facebook, due to the lower connection frequency corresponding to several per week; In other words, they are the ones that use social networks the most days a week.
CONNECTION HOURS
2010 2014
The time dedicated to the use of social networks has increased between 2010 and 2014, there is an increase of 10% in those who invest more than 15 hours per week (more than two hours a day) in the use of social networks. The use of social networks seems to be more important to users, at least as far as dedicated time is concerned.
CONNECTION HOURS
Graph 14.
Facebook and YouTube are the social networks to which users spend the most time; in the case of YouTube, most connect between one and less than 7 hours per week; instead, the corresponding proportion of Facebook is much smaller.
WITH WHOM THEY COMMUNICATE ON THE NETWORKS
FRIENDS
Approximately eight out of ten users use social networks to communicate with their current friends, it is worth mentioning that the use of this activity has increased by 43% between 2010 and 2014.
FAMILY MEMBERS
On the other hand, four out of ten users communicate with their families, in the study period the respective increase was 36%; In other words, users use social networks to keep in constant communication with friends and / or family.
Graph 15.
With current friends
With my family
With former friends
With fellow students
With companies / brands
With coworkers
With strangers
Others
Note: the sum differs from 100 points because it is a multiple choice question.
SO THAT PEOPLE
USE SOCIAL NETWORKS Graph 16. MAIN USES
Entertainment (60%), communication Entertainment with friends and family (59%) and learning about news (55%), are the
main uses that users Communication friends and assets of Social networks give to family members themselves.
Despite the fact that these 3 are the main News uses that stand out were to be expected, it is important based on the epistemology of the consumer that
there is a constant renewal of the Search offers strategies, based on the fact that these develop gratifying,
deeply emotional, fresh entertainment experiences and Search for non-obvious jobs, which contribute to the creation of central brands and deep symbolic relationships.
Others
The success in social networks will depend a lot on the hedonic and sensorial creation capacity of enjoyment. Note: the sum differs from 100 points because it is a multiple choice question.
SUMMARY OF THE “USE” SECTION
FACEBOOK, THE LEADER: Between 2010 and 2014 there have been changes in the use of social networks in the Salvadoran population; On the one hand, Facebook not only turns out to be the most widely used network, but it is increasing day by day, especially in the group of adults and older adults.
NEW NETWORKS DISPLACING THE PAST: It is important to highlight the rise of networks such as Google+ and Instagram, networks that have emerged in recent years in El Salvador.
FREQUENCY OF USE OF SOCIAL NETWORKS: The “Salvadoran social nauta” uses around five different social networks; The foregoing shows the need for the establishment of mixed digital communication strategies, which group and consolidate at least Instagram, Twitter, YouTube, and Facebook due to the advancement of "cyber culture".
From the point of view of digital neuropsychology, we are facing a paradigmatic change in the use of social networks in El Salvador, the use of which has a greater psychological burden. Therefore, the analysis requires online agencies with skills to understand emotions, the relevance of brand communication, the effectiveness of the creativity of “posts”, the humanization of brands, their behavior and attitudes towards the consumer as well such as the effectiveness of your routines, rituals, beliefs and values in cyberspace.
VISUAL CONTENT, THE NEW ERA: In social networks, one of the most important aspects is being able to share and edit photographs with cyber friends. This also implies a positive change for brands because the interaction can be tripled by sharing an image, since their reading possibilities increase (the human brain is able to process images up to 60,000 times faster than text, for Therefore, Salvadoran brands should not ignore the above) and engagement can reach up to 350% higher impact.
SUMMARY OF THE “USE” SECTION
Together, Facebook, Twitter and Instagram share more than 500 million photographs a day worldwide, some of these images are funny, others mystical, sensual, familiar, etc. Therefore, the strategy is to create images that stimulate the learning process and the consumer's affection for a brand (Neuromarketing).
Contemporary marketing is bound to revolutionize the way in which it communicates with the consumer. The visual age should not be falsely understood as a random image launch. It is important to articulate a consistent and complex form in visual strategy combining marketing with psychology, design, brand planning, and sociology.
THE LONGER YOU ARE PART OF THE NETWORK, THE MORE LOYALTY: The choice of the preferred social network is due to the time of use (age), that is, the preferred networks are the ones that have been given the most use; at the same time, the number of contacts per network motivates preference.
EASE IN COMMUNICATION IS THE “PLUS”: What attracts the most from social networks is fast communication and it is becoming increasingly important. If this continues, traditional communication strategies will become obsolete. For its part, what it most disgusts, has to do with the lack of privacy, false profiles and the incorrect use that many users give to social networks, that is, not everyone makes use due to social networks. Online agencies have to consider the
"Impressions and ideas", that is, that all consumer knowledge derives from a last instance of sensible experience.
How easy does the consumer perceive, the agility of communication of your brand?
INTERNET PROFILE
This section provides a description of the users' profiles based on the frequency in hours on the networks, categorizing 3 different types:
Table 14 Type of User More Fem
Ligth User 18.8% 16.1%
Medium User 53.1% 50.0%
Heavy User 28.1% 33.9%
100.0% 100.0%
DESCRIPTION OF
USER TYPOLOGY • Passionate about
networks
Medium Heavy User casual User 31.6%
51.3% DISTRIBUTION OF TYPE
INTERNET PROFILE ACCORDING TO
CLUSTER ANALYSIS (SEGMENTATION)
Age group, marital status, income, and educational level according to
Graph 18. Average number of Networks and
Devices
5.1
4.6 4.7
1.8 1.9 2
Average of «Networks in use» Average devices used
to access Social Networks
Ligth User Medium User Heavy User
Segmentation Ligth User Medium User Heavy User
Table 16
Age Groups of the Internet User 18 to 29 years 45.3% 53.5% 49.5%
30 to 39 years 25.6% 27.2% 23.6%
40 to 49 years 17.4% 14.7% 14.2%
50 to 59 years 8.1% 3.4% 8.9%
60 years and over 3.5% 1.2% 3.8%
Total 100.0% 100.0% 100.0%
Ligth User Medium User Heavy User
Table 17
Marital Status of the Single Netizen 51.8% 58.4% 58.6%
Married / Accompanied 43.5% 38.0% 36.9%
Divorced / Widowed 4.7% 3.5% 4.5%
Total 100.0% 100.0% 100.0%
Ligth User Medium User Heavy User
Table 18 Income Less than $ 500 32.6% 37.6% 25.2%
Between $ 501 and $ 1000 25.6% 32.9% 33.3%
Between $ 1001 and $ 2000 23.3% 18.6% 23.9%
More than $ 2000 18.6% 10.9% 17.6%
Total 100.0% 100.0% 100.0%
Ligth User Medium User Heavy User
Table. 15
Devices used to
access
Social Networks Cellular 77.9% 77.5% 84.9%
Computer 83.7% 84.1% 88.1%
Tablet 23.3% 26.4% 28.9%
Ligth User Medium User Heavy User
Table 19
Academic level according to Secondary segmentation and less 52.3% 62.8% 57.8%
University students 34.9% 30.2% 26.4%
Postgraduate 12.8% 7.0% 15.7%
Total 100.0% 100.0% 36100.0%
Use of devices according to segmentation
77.9% of the Ligth users access through the cell phone, 83.7% of that segment always use a computer and 23.3% do it by tablet. It is important to note that the devices used are on average two for each segment. The primary sources are Cellular and Computer.
DEVICES USED TO ACCESS SOCIAL NETWORKS
Graph 19.
The active user uses 1.7 devices to access social networks.
Personal computers and smartphones are the most widely used devices to connect to social networks.
With the arrival of smartphones and their applications, the gap between the use of computers to connect to social networks (among other things) and cell phones is becoming smaller.
It should be noted that there is no difference between genders, in terms of the number of devices used; on the other hand, adolescents are the ones that use the most devices to access.
NUMBER OF DEVICES (2014)
Graph 20.
ADVERTISING ON THE NETWORKS IS HIGHLY ACCEPTED BY SALVADORES
Graph 21.
2010 2014
Over time, the perception of advertising present on social networks has improved, currently advertising is valued in a better way compared to those observed in 2010. The secret of the advancement of advertising is not only neither in the design nor in the media mix, but the key lies in how that advertising is perceived and processed by the consumer.
There is an increase of 26% in those who express a certain level of satisfaction with the existing advertising on social networks
Table 20
I dislike Neither like nor dislike I like
Fem More Total Fem More Total Fem More Total
18 to 29 years 18% 82% 15 % 39% 61% 31% 46% 54% 54%
30 to 39 years 33% 67% 15% 40% 61% 31% 46% 55% 54%
40 to 49 years 56% 44% 12% 26% 74% 35% 31% 69% 54%
50 years and over 0% 100% 15% 31% 69% 33% 30% 70% 53%
Advertising seeks to foster feelings and positive emotions among exposed audiences and at the same time seeks to influence consumer buying behavior.
EVERYTHING SEEMS TO INDICATE THAT ADS SHOULD BE IMPLEMENTED ONLINE…
Graph 22.
2010 2014
SOCIAL NETWORKS and search engines are the most visited sites on the Internet, therefore it is not necessary to go deeper to make it clear that it is relevant for brands to have an optimized online presence. There is an advance in the period 2010-2014 in the frequency with which it is customary to click on online advertising. It is important to note that there is a greater propensity to click on those who access social networks through their Smartphone followed by those who enter with their computer. The interactivity and synergy of online / offline advertising as well as the development of attitudes and the measurement of audiences are minimal exercises in the process of advancing the online ads culture.
Are you used to clicking on ads?
PEOPLE BELIEVE THAT ONLINE ADVERTISING DOES HAVE A POSITIVE IMPACT…
Graph 23.
2010 2014
Everything seems to indicate that the Salvadoran population for 2014 is more aware of the effectiveness of online positioning. The graph lets us see that there is a higher proportion compared to 2010 of users who say that advertising is effective; in other words, its importance is increasingly perceived. The aforementioned will also lead Salvadoran companies to develop "applications" that allow for more dynamic interaction with the consumer and that, in the end, not only products and services are purchased, but also affection and affection for the brands.
ADVERTISING EFFECTIVENESS
Figure 3.
AGE SEGMENTATION ANALYSIS (ADVERTISING EFFECTIVENESS)
The objective of the previous graph is to determine which variables help to further describe the effectiveness of online advertising.
From the previous figure, the following can be mentioned:
- The perception of the effectiveness of advertising is related in the first place to ages and genders. It is observed in node 1 that the groups from 18 to 29 and from 40 to 49 consider that advertising is effective. On the other hand, groups from 30 to 39 and 50 to 59 also consider it effective but as a brand presence.
- By using the CHAI model, it can be seen that the group of consumers who state that advertising is effective is correctly classified. The percentage of perception of effectiveness is above 70%.
BRAND PRESENCE IS THE MAIN OBJECTIVE
Graph 24.
Branding (brand presence)
Insert advertising
To engage with consumers
Market research
Customer loyalty
13%
Sell products online 16%
Maintain contact with customers
Lead generation 12%
For consumers to ask and share ideas Make the customer feel they have a role in the decision
Interact with consumers
Understand customer attitudes
Develop / Investigate new products / services
For which of the following purposes do you think that companies Note: the sum differs from 100 points due to use of social networks? because it is a multiple choice question.
IMAGE OF BRANDS ON SOCIAL NETWORKS
Table 21. Strongly agree Somewhat agree Little agree Nothing agree
Modern and innovative 62.0% 30.3% 6.0% 1.7%
Improve your image 54.2% 36.3% 7.5% 2.0%
Make you remember more 59.3% 32.3% 6.6% 1.8%
It is closer to the consumer 52.6% 30.4% 13.9% 3.1%
In general terms, a very good image is perceived of the brands that implement advertising on social networks, since, in principle, they look modern and innovative, they It reminds them more and they feel closer to the consumer. It is important to understand and understand how through the exposure of brands on social networks you can build a better image and positioning.
HOW TO MAKE PEOPLE REMEMBER THEIR BRAND?
THE RELATION BETWEEN LEARNING AND MEMORY APPLIED TO ONLINE ADVERTISING
Theories of neuropsychological behavior assume that learning takes place as a consequence or a result of the response to an external stimulus. Psychologists say that it is much easier to remember, as long as there is an associative stimulus. The application of this theory is very simple to advertising in SOCIAL MEDIA. In El Salvador there are more than 25,000 brands that also implement their advertising strategies through social media. So the big question is: what do you do to excel? The answer is simple: With each advertising element carried out, it is necessary to generate a conditioned response that generates an emotion. Let's see an example:
In this image it is possible to appreciate that the word "SEX" generates an immediate reaction in the consumer.
This in turn stimulates the learning and memory of the brand much faster and therefore the level of brand recall is increased. 95% of our reactions are unconsciously driven by the
"cerebral amygdala" affecting the directive centers of the cerebral cortex. Although our mind is generally considered to be a rational brain, it is actually an emotional brain, where feelings take precedence.
ONLINE SHOPPING, THE FUTURE OF EL SALVADOR…
IS THERE ONLINE SHOPPING IN Graph 25.
EL SALVADOR?
WHO BUYS ONLINE? (PROFILE
GENDER
Graph 26. EDUCATION
Graph 27.
DEMOGRAPHICS)
UNIVERSITY AND MORE SECONDARY OR LESS
MEN WOMEN
45.3% 54.7%
WHO BUY ONLINE? (
DEMOGRAPHIC PROFILE) CYBER SHOPPER
INCOME
18 to 29 30 to 39 40 to 49 50 and more
years
CYBER AGE SHOPPER
30%
BEHAVIOR INSIGHTS
Table 22. ONLINE CONSUMPTION HABITS
WOMEN MEN
Prefer to buy clothes They prefer electronic products and others
They buy more on computers They buy more on tablets
They are more actively looking for deals than men and tend more to look for discounts online. They refuse to spend long periods of time searching for the best options. They value the convenience of the service and the image more than the price.
They tend to buy brands instead of buying a product directly, and unlike men they can make purchases for themselves and for the home. Men are more likely to buy a product, without the need to be clear where they will look for it. They buy for themselves and not necessarily for their family.
ONLINE CONSUMPTION HABITS IN EL SALVADOR
Between 2010-2014 women have increased their frequency of online shopping. It is important to highlight that according to the trend, women would be expected to have the leadership in influencing, decision making and virtual purchases in the near future.
SHOPPING ON SOCIAL NETWORKS
NETWORKS WILL BE THE FUTURE OF
SHOPPING…
Given the enormous number of users on Facebook, it is not surprising that 8 out of 10 purchases have been made in Graph 30. Social networks in which purchases have been made
optimizing channels " the “digital
said social network.
Therefore it is evident that Facebook will increase its marketing levels, until it becomes a benchmark for online shopping.
It is important to mention that we are talking about relational sales and not just transactional ones.
Therefore, it is necessary for companies to direct their future investments to the field of "Research &
Development".
Note: the graph includes only 23% of those who have made purchases on social networks (See graph 25).
SHOPPING ON THE INTERNET
Graph 31.
Less than $ 100 Between $ 100 and Between $ 300 and Between $ 700 and $ 1000 at
$ 299 $ 699 $ 999 onwards
Approximately how much money have you spent in the last year in Note: the graph includes only 23% of personal purchases online? who have made purchases on social networks.
PRODUCTS PURCHASED ON THE INTERNET IN THE LAST YEAR
Graph 32.
Note: the graph includes only 23% of those who have made purchases on networks. The sum differs from 100 points because it is a multiple choice question.
FUN FACTS FOR 2015
#onlineshopping
FACEBOOK AND ONLINE PAYMENTS BUYING ON INSTAGRAM “#HashBAG”
Facebook is evaluating a new way to promote your brand on Instagram application that will allow to users is through photographs of products. from that network send money to each other. Famous brands such as FOREVER 21 have According to FORBES, Facebook hired the understood how selling products works in former PayPal president David Marcus Instagram and now they have considerable results. which leaves evidence of the above.
SOCIAL MEDIA BRANDING
The most outstanding brands in social networks according to the interviewees are the
NOTE: Point cloud made from the spontaneous mentions of all the brands that the interviewees follow in the Social Networks. The size of the words is directly proportional to the number of times it is mentioned. Does not include sizes smaller than those represented by visibility.
SOCIAL MEDIA BRANDING
Unlike 2010, today there is strong leadership built and driven by the media, mobile, fast food, beverage and department store companies.
It is important to highlight that leadership in the media (TV, Radio, Newspapers, and others) belongs categorically to the written media, and it is in this category where at the same time the best-positioned brand in the country is found, this being La Graphic Press.
1st Place
Notesif you are interested: There are multiple position categories of your brand of brands of services and services, optics 2nd place
of the consumer or you want more information,
contact us ([email protected]) and with 3rd
pleasure we provide you with more information. Place
USERS FOLLOW A BRAND FOR INFORMATION AND FOR PERSONAL TASTE…
Graph 33.
There are two main reasons why users follow brands on social networks, which have to do with liking the brand and staying informed of it (66% each). Purchase intention is not the only determinant to stimulate people to follow a brand.
Note: the sum differs from 100 points because it is one Why did you start to follow or be a fan of a brand? multiple choice question.
HOW TO CAPTIVATE FOLLOWERS
Graph 34.
For the content of interest
For the promotions
For the offers
Updates of new products
For knowing more about the brand
For the dynamics
To interact with the brand
For fun
Others
For demonstrating my closeness to the brand
There are different reasons why social network users continue to be a fan of a brand once they have decided to follow it, the main ones are: the content of interest, promotions, offers and updates of new products, since at less than one in three followers mentions them.
Note: the sum differs from 100 points because it is a question of Why do you continue to be a fan of the brand? multiple choice.
BRAND ACTIONS
Graph 35.
Advertise promotions and offers
Publish job offers
Give information about your products
Corporate Social Responsibility
Organize contests
Offer the possibility of selling
Give information that amuses me
Gather brand fans
Which of the following actions would you like a brand to carry out on social media?
AIMING AT EMOTIONS TO OVERCOME RATIONAL THOUGHT
Promotions and offers, is what users would most like that companies will post on their fan page, in the same way, they would also like to know about job offers, among other things; in short, all the information that may be useful in the financial (offers, promotions, etc.), academic (scholarships), labor, etc. fields. Part of this is because all consumers are becoming increasingly "variety seekers."
The high levels of exposure of information on products and services, has encouraged consumers to be much more cautious to buy than they were before. This generates a change in consumption habits, which should serve as an important alert for companies so that they can adapt to this type of behavior.
The best way to conquer a consumer through social networks is to create "experiences", through
the intrinsic emotional ties that can affect the process of remembering and buying intention.
It is necessary to keep in mind that there is an evolution of consumption (commercial, social and political) as a result of the internet, social networks, and technological development. ANALITIKA makes qualitative and / or quantitative studies available to private companies, NGOs, and political parties as a tool to reveal consumer, volunteer, and / or voter changes.
HOW TO MAKE PEOPLE PREFER YOUR BRAND ON SOCIAL NETWORKS?
CLASSICAL AND INSTRUMENTAL CONDITIONING APPLIED TO DIGITAL ATTITUDES
Generating positive attitudes towards a brand is not an easy task, due to the simple fact that many of the attitudes that are formed regarding a product or service depend mostly on the experience with the good or service purchased. However there are 2 fundamental ways in which entrepreneurs can form digital attitudes:
1) INVOLVE CUSTOMERS WITH ADVERTISING THROUGH CLASSIC CONDITIONING:
When we talk about classical conditioning, we are talking about the mental associations that are generated by visual content. It is important not only to put good visual content but also to personally involve consumers, to be able to generate emotions and therefore a higher level of preference. For example, Gatorade uses photos of soccer athletes like Messi and CR9 taking the drink, this in order to associate the drink with athletes or those who create athletes. Therefore, the generation of creative messages and ideas with a strategic approach fueled by consumer ethnography is important.
2) GIVING REWARDS THROUGH INSTRUMENTAL CONDITIONING: Every time someone sees their advertising on social networks, they must offer some benefit, whether informative, commercial (discounts), or royalties for participating in any project. The entrepreneur must understand the effect that this has on the process of buying or preferring brands in the current context that surrounds consumption.
This small map explains the
EMOTIONBEHAVIOR process it goes through, before generating an attitude in the brain.
VOTE INTENTION
Four out of five users of
social networks Graph 36. express their intention to exercise
el sufragio para el período 2015-2018.
Los usuarios contemporáneos, se encuentran mas informados del acontecer político nacional, esto promueve en ellos la necesidad de hacer valer su opinión dentro del entorno digital y luego en las urnas.
Es necesario que los partidos políticos sean cuidadosos de las argumentaciones erróneas con pretensión deliberada de engaño, demagogía, promoción fraudulenta de una verdad, uso de sofismos, discursos persuasivos engañosos, y otros, ya que la población salvadoreña en redes sociales posee un nivel más crítico.
La clave es la transparencia en los discursos digitales, la no confrontación extrema, la ausencia de violencia, y la fundamentación confiable de sus argumentos.
NOTE: Social networks as we pointed out in the 2010 study do not come to displace the written, radio or television media. On the contrary, they become a
"strategic partner" in political dissemination. Proof of this is that the brand with the highest positioning in the country is La Prensa Gráfica.
POLITICS AND SOCIAL NETWORKS
Graph 37.
2010 2014
Between 2010 and 2014 there is an increase in a neutral attitude regarding the use of electoral campaigns on social networks; while the level of sympathy has decreased slightly between both measurements.
The use of social networks has contributed to the decrease in the political illiteracy of Salvadoran society, however there is still a large gap to become an intellectual tool to build democracy. This effect has to do with the discourses that take place on the different social networks.
When analyzing the discourses and finding their true content, we observe a high load of ideologization, profanity, delegitimization, slander, performative contradictions, etc. The foregoing is the product of the meta-analysis carried out and the implicit assumptions observed day by day in the social networks.
What is your opinion of the use of social networks for issues related to political campaigns?
THAT NETWORK GIVES GREATER ADVANTAGE IN POLITICS
PREDICTION # 1: IMAGE-CENTERED SOCIAL NETWORKS WILL SEE A HUGE SUCCESS
Salvadoran companies that decide to publish visual content will experience marked success by 2015. Image-
centric social networks like Instagram and Snapchat continue to build a user base loyal that keeps them growing fast, and that may ultimately be the key to their success.
Companies must find creative ways to use image-centric networks to reach new, younger audiences: For example, Mashable recently announced that MTV would be using its Snapchat account to announce the nominees for the Video Music Awards.
According to Global Web Index data, Facebook remains the clear winner in terms of its user base, however, Instagram experienced the largest increase in the number of active users in the past two years.
It will be interesting to see if this trend continues in the first 2 quarters of 2015 and beyond.
PREDICTION # 2: INVESTMENT IN SOCIAL COMMUNICATION MEDIA WILL BECOME A NEED, NOT A LUXURY
More and more Salvadorans are adopting the consumption habits of developed countries, where "online retailers" such as AMAZON or EBAY are taking a boom accelerated as the digital age progresses.
ANALITIKA recommends that all companies seriously increase their budgets in digital media, and do not continue to see them as marginal investments when compared to other traditional advertising methods that are effective and equally necessary to reach the consumer (review brand media mix). It is also the time to strengthen your online shopping strategies as El Salvador is making progress in virtual shopping.
PREDICTION # 3: LINKEDIN WILL BECOME A DECISIVE FACTOR THAT WILL
INFLUENCE THE GROWTH OF B2B BUSINESSES
In El Salvador, LinkedIn is beginning to be a benchmark for job search and also for human resources departments. People of all with diverse work and educational nuances have professional profiles in this network, with the aim of being able to reach new competitive opportunities and / or connect with their peers.
At ANALITIKA Market Research we believe that it is of utmost importance that just as people have professional profiles, companies also strive to maintain a digital curriculum that is attractive to people seeking employment. This continues to be a primary network for companies, in particular the whole of B2B (seeking to contract Outsourcing services).
PREDICTION # 4: EXPONECIAL GROWTH OF THE MICRO-VIDEO
Brands are using micro-video platforms like the VINE social network and others to excel by simplifying their message.
Social Bakers reports that Instagram video is the clear winner when it comes to micro-video development for businesses.
ANALITIKA recommends all companies to start with the development of micro-videos that promote the corporate image, products or services of their companies.
We recommend measuring the ROI of digital campaigns through multiple metrics such as traffic measurement, impressions, number of users, click rate, bounce rate, Churn, CPC, CTR, CPM, SPM, and others.
PREDICTION # 5: SALVADORAN BRANDS NEED TO ADOPT THE ONLINE CUSTOMER SERVICE
The trend of the brands observed for this 2015 is to be closer to the consumer with higher levels of personalization and humanization (the consumer at the center of everything).
This is due to the effect of the exponential growth of social media (Salvadorans in general spend more time on social networks than anywhere else), the growth of apps and the integration of mobile phones into everyday life and the behavior adopted by the consumer. of the latest technological advances. (TODAY the consumer has a greater voice, is more respected, is taken into account, even politicians think twice, what they will say or do and what repercussion what they do or say will bring on the web).
Smart brands will do everything possible to adapt to the desires and feelings of agility, speed, urgency and reduction of time that the Salvadoran consumer demands, some will even know before consumers themselves when they will need them (via applications) and will be there ready to promote.
PREDICTION # 6: OTHER WAYS TO INTERACT WITH THE CONSUMER
Most companies, according to our study, have tripled their use of the internet between 2010 and 2014, users have taken enormous steps in using Social Media, but… This has also brought with it more marked trends, for example:
Table 23
TRENDS IN ACTIONS
Consumers increasingly demand lower prices, with high quality standards. Involve them in product design, launch and pricing. (Price & Concept Test)
A good percentage of Salvadoran consumers plunged some into their homes, glued to the cell phone and Tablet, without having quality relaxation time. Brands must contribute to more and more Salvadorans in 2015 going out of the virtual world into the real world, but please… you have to start doing something other than marathons .
Consumers have been accustomed for many, many years to serious and distant brands, which seek to be respected and admired, and in their eagerness have sometimes distanced themselves a lot from the consumer. Brands must understand that it is time to change, expanding interactivity, they must surprise their online followers, they must build bridges and connections that are more emotional and meaningful, in order to become more friendly and human. The famous contests to win…. They should be more provocative, exciting and fun to be lasting and impactful.
75
REASONS TO MIGRATE TO VISUAL CONTENT
1) Images are processed 60,000 times faster than text is processed.
2) 90% of the information transmitted to the brain is VISUAL.
3) 93% of human communication is
4) 40% of Salvadorans will respond better to visual content than to content
5) Greater involvement with brands.
6) 80% of people remember more easily what they see and do against 20% of what they read and 10%
ANALYTICAL INFORMATION SECTION NEW TRENDS1
DID YOU KNOW THAT… FACEBOOK WILL ALLOW ELECTRONIC PAYMENTS?
• Facebook is testing a new feature in its standalone Messenger app that allows users to send money to each other.
• According to recently released photos, Facebook Messenger is already equipped to handle fast mobile payments with card data from a registered user.
• Andrew Aude, a computer science student at Stanford University, discovered the hidden feature using the iOS and OS X Cycript tool.
• According to Aude, it is easy to transfer money through Facebook Messenger. Users can take advantage of attaching money to a message, like a photo, and then choose any registered card when making the payment.
• Payments are private and cannot be published in the News Feed. There is no need to register bank details, although it is not clear how Facebook finds the beneficiary's bank details to transfer the cash.
• This latest revelation confirms that Facebook is developing a payment feature for its Messenger application. The company hired former PayPal president David Marcus in June. And last month, it will carry out the engineering necessary to implement the project
CONCLUSIONS
USE
• Instagram is growing at a fast pace in El Salvador.
• The Salvadoran uses an average of 4 social networks.
• Cell phones and computers are the 2 most widely used devices for accessing social networks, and the distance between them and tablets exceeds 50%.
• 9 out of 10 users make use of social networks every day.
• 1 in 3 users are connected for more than 8 hours a day and connect on average at least 6 days a week.
SHOPPING
• One in four has made purchases on at least one social network.
• Those who have made the most purchases are men with a university education or more, mainly from the age group of 18 to 39 years whose income exceeds $ 1,000.
ADVERTISING
• There is an increase of 26% in those who express satisfaction about the existing advertising on social networks, in the period 20102014.
• There is a 22% increase in those who consider that advertising is effective on social networks between the years 20102014.
• Brand presence is the main objective of companies that have at least one social network.
USER PROFILE
• Users between 18 and 29 years of age are the ones who use social networks the most. The group of 50 years and over is in full growth.
• It is important to highlight that singles define themselves as heavy users of social networks above those who are married and accompanied
SOCIAL MEDIA BRANDING
• Brands must approach the users with intelligence and sensitivity and must be careful with the development of viral content
• competitive context due to the attraction of “followers” has become more aggressive
POLITICS AND SOCIAL NETWORKS
• The use of social networks has contributed to the decrease in political illiteracy
• Eight out of ten say that they will vote in the next elections
• It is necessary to bear in mind that there is an evolution in consumption (commercial, social and political) product of the internet, social networks, and technological development.
• Contemporary marketing is bound to revolutionize the way in which it communicates with the consumer.
• The success of brands in social networks will depend a lot on the ability to create hedonic and sensory experiences
