De cara al futuro próximo, las redes sociales pertenece a Mark Zuckerberg. Los últimos datos y previsiones de la firma de investigación eMarketer reflejan la supremacía de Facebook e Instagram en un terreno en el que cada vez parece existir menos espacio para alternativas como Twitter o Snapchat. La tendencia será similar en España, donde según los cálculos de la compañía Instagram prácticamente triplicará en usuarios a Twitter en 2021.
En apenas nueve años, las redes sociales han experimentado un crecimiento del 492%, una cifra que refleja cómo ha cambiado la manera de comunicarse para la sociedad. La tendencia no va a cambiar a lo largo de los próximos años según las estimaciones de eMarketer, que vaticina que el 40% de la población usará redes sociales en 2021, un valor que se disparará por encima del 60% en países como Dinamarca, Noruega, Corea del Sur o Taiwán.
Todos estos números reflejan además cómo han crecido los nuevos gigantes tecnológicos -especialmente Facebook- que se han ganado nuestra confianza para compartir nuestra vida casi en tiempo real con nuestros amigos y seres queridos a través de fotografías, vídeos y todo tipo de pensamientos.
En 2008, con las redes sociales todavía en pañales, la penetración entre la población no era significativamente alta ni siquiera en países desarrollados como Reino Unido (23,3%), Italia (9,4%), Dinamarca (27,5%) o España (14,3%). En menos de una década la situación ha cambiado por completo, en parte por el empuje de las nuevas generaciones acostumbradas desde su nacimiento al entorno digital y también por el rápido crecimiento entre los adultos en países desarrollados
“Las redes sociales son hoy una herramienta más de comunicación e incluso de trabajo para muchas personas”.
El números de usuarios a nivel global crece rapidamente y se convierten en toda una oportunidad de negocio para estas empresas. Facebook, por ejemplo, acaparará a lo largo de 2018 en Estados Unidos 1 de cada 10 dólares gastados en publicidad, teniendo en cuenta tanto la inversión en medios digitales como en los tradicionales.
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