Por: Tomás Abarca
ComScore Media Metrix es una empresa que se encarga de realizar estudios de medición de audiencias en el mundo digital, el pasado mes de abril la empresa realizó un sondeo para conocer cuáles son los países que invierten mayor tiempo utilizando redes sociales en Internet.
Los datos que recopila el estudio son bastante interesantes y nos dan una idea de cuál es la tendencia que han seguido los países desarrollados en cuanto a la integración de las redes sociales dentro de la vida cotidiana de los habitantes de una comunidad.
Según los datos recopilados por dicho estudio, son los cibernautas de Israel quienes pasan un mayor número de horas utilizando redes sociales, con una media de 10,7 horas por mes dedicadas a alimentar y dar seguimiento a este tipo de sitios.
En segundo lugar y únicamente .4 decimas por debajo del líder esta Rusia con 10,3 horas mensuales. Ambos países ubicados en el continente asiático (Aunque parte del territorio ruso se localiza en Europa).
La tercera posición es ocupada por un país latinoamericano, Argentina se sitúa en el lugar número tres, donde los cibernautas sudamericanos emplean una media de 8,4 horas en atender sus perfiles de redes sociales.
Curiosamente México con un estimado de 34 millones de cibernautas y que ocupa la primera posición en cuanto a número de usuarios de Facebook en América Latina con 12.5 millones de usuarios aparece hasta el lugar número 10 de la tabla, compartiendo escalón con Reino Unido, en ambos países los usuarios dedican una media de 5.3 horas mensuales a las comunidades virtuales.
Además de Argentina y México en el ranking aparecen otros países de habla hispana como: Venezuela y Colombia en el sexto lugar, Chile en séptimo y España en el noveno puesto, lo cual nos da un indicador del nivel de penetración que tienen las nuevas tecnologías en la cultura latina.
¿Son las Redes sociales una moda pasajera?
El estudio realizado por ComScore Media Metrix además de darnos una orientación con respecto a que países son los que tienen un mayor número de cibernautas dedicados al uso de las comunidades virtuales en internet, también trae a colación un viejo debate. ¿Son las redes sociales una moda pasajera? , ¿Habrá algún momento en el futuro cercano en el cual la euforia por utilizar este tipo de herramientas se deje de lado y se utilicen las comunidades virtuales para lo estrictamente necesario?
Curiosamente en los países de primer mundo donde este tipo de instrumentos están mejor integrados a la vida cotidiana y las redes sociales han dejado de ser una novedad para convertirse en un habito más que integra la rutina de los usuarios de internet, como por ejemplo: Estados Unidos, Reino Unido o Alemania se invierte un menor número de horas en estos sitios.
La teoría que se maneja en este sentido gira en torno a que el uso habitual de estas herramientas y su posterior asimilación, terminan cambiando las prácticas rutinarias de consumo en la red.
En concreto, el usuario deja de ser intensivo para volverse más efectivo en el uso de este tipo de herramientas, aprendido a optimizar el tiempo dentro de las redes sociales combinando eficacia y eficiencia en los procesos.
Esta es una de las perspectivas sobre la tendencia que seguirán los usuarios de Redes sociales, un instrumento que se ha volcado según algunos expertos en el fenómeno más importante en la historia desde la revolución industrial.
Para darnos una idea de la proporción de este suceso nada mejor que el siguiente ejemplo: mientras a la radio le tomó 38 años alcanzar 50 millones de oyentes. a la televisión 13 años llegar al mismo número de espectadores, a internet cuatro años hacer lo propio y al iPod, tres años. Facebook alcanzó 100 millones de usuarios en menos de nueve meses.
+ Internet – Televisión
Un estudio realizado por IAB México en diciembre de 2010 dio a conocer que los mexicanos dedican más tiempo a navegar en Internet que a ver la televisión de señal abierta. Mientras un usuario de internet pasa un promedio de 4.11 horas diarias conectado a la red, el telespectador dedica 2.29 horas diarias como media frente a la pantalla. Es decir, 79% más tiempo destinado a la primera actividad.
Como podemos observar en este ejemplo, cada vez las nuevas tecnologias le ganan terreno a los medios de comunicación tradicionales.
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