¿Cómo navega por Internet el usuario medio europeo?
Photo by rawpixel.com on Unsplash
Una de las primeras cosas que debemos conocer cuando planificamos la página web de nuestro negocio es nuestro público objetivo y su comportamiento, siempre adaptándonos a los cambios en la evolución del mundo digital.
Saber cómo se conecta el usuario, qué sistema operativo es más probable que utilice y sus preferencias con el navegador, nos ayudará a optimizar nuestros recursos y tiempo en la construcción de nuestro sitio web.
¿Con qué dispositivos se conecta nuestro cliente potencial?
Gracias a la generalización del uso de los smartphones, en España ya se observó , ya desde el año 2015 que la navegación por móvil superaba la navegación en Internet des del ordenador y es una tendencia que se mantiene al alza.
No hace falta más que prestar atención a nuestro alrededor para comprobar la cantidad de personas que prestan atención a su móvil en cualquier momento ya no solo para llamar.
Esto es un hecho generalizado en todos los estratos sociales, así que se hace imprescindible priorizar la optimización de la página web de nuestro negocio para smartphones. Aún así vamos a tener en cuenta otras consideraciones por las que no debemos perder de vista la navegación desde ordenadores.
¿Qué sistema operativo utiliza?
La navegación desde ordenadores sigue suponiendo una fracción elevada especialmente en empresas. Si nuestro negocio presta servicios a otras empresas y sinergias profesionales, como páginas de administraciones y diferentes tipos de organizaciones, seguramente nuestros clientes potenciales utilizarán más la navegación desde ordenadores. Sigue resultando mucho más práctico manejar una gran cantidad de datos desde la pantalla de un ordenador que desde un móvil.
En este aspecto, sigue dominando Windows con un 83 % de usuarios en Internet, en contraposición al 12% de Linux, y aunque ambos se mantienen bastante estables en sus posiciones, podemos observar un ligero descenso en Windows.
Evolución del uso de los sistemas operativos utilizados desde ordenadores en Europa de 2015 a 2017
Fuente: StatCounter Global Stats – OS Market Share
Entre los usuarios de smartphones sigue aumentando el uso de dispositivos Android con un 70% de usuarios. Mientras que los usuarios de Iphones se mantienen con un 27 %, lo que supone que Android no le gana mercado a IOS de Iphone sino al resto de dispositivos, con cuotas por debajo del 1 % del mercado.
Evolución del uso de los sistemas operativos utilizados desde smartphones en Europa de 2015 a 2017
Fuente: StatCounter Global Stats – OS Market Share
¿Qué navegador prefiere?
En cuanto a navegadores, Chrome sigue siendo el navegador más utilizado, tanto desde ordenadores como desde smartphones, utilizado por un 54 % de media entre ambos tipos de dispositivos en agosto de 2017. Así la revisión de la visualización y funcionamiento desde Chrome es prioritaria para la mayoria de las webs.
Pero no hemos de perder de vista el segundo competidor que difiere según se conecten desde un smartphone o desde un ordenador.
Evolución del uso de los navegadores de Internet utilizados desde smartphones en Europa de 2016 a 2017
Fuente: StatCounter Global Stats – Browser Market Share
Desde los smartphones encontramos un 25% de usuarios que prefiere Safari. Esto puede explicarse por la concordancia en el porcentaje de usuarios de Iphone. Por tanto si nuestra web va a orientarse a un público más elitista, con productos y servicios más exclusivos, deberemos poner más énfasis su visualización desde este navegador.
Evolución del uso de los navegadores de Internet utilizados desde ordenadores en Europa de 2015 a 2017
Fuente: StatCounter Global Stats – Browser Market Share
En ordenadores el segundo navegador es Firefox que va descendiendo a un 19%. Mientras Safari, con una proporción de usuarios menor, se mantiene estable en un 6% lo que demuestra la fidelidad de su público. De todos los datos anteriores podemos constatar que Android y Iphone no son competidores sino que se reparten una tipología de usuarios diferentes.
¿Con qué buscador es más probable que encuentre nuestra página?
En Europa Google sigue siendo el buscador hegemónico con estabilizado 91 % de usuarios. Bing, Yahoo, Yandex o DuckDuckGo se reparten el resto por debajo de un 3 % de usuarios.
La estrategia de Google se consolida ofreciendo a los desarrolladores de páginas Web diferentes herramientas de control y mejora de la experiencia de usuario (pageInsight Google) , así como otras enfocadas al marketing de contenidos, servicios de los negocios en la red (Google Analytics o Google trends). Es imprescindible tener lo más optimizada posible nuestra web, comprovándolo desde sus propias herramientas sea cual sea nuestro negocio, organización o proyecto.
Buscador preferente por los europeos desde 2015 a 2017
Fuente: StatCounter Global Stats – Search Engine Market Share
De todos estos datos podemos concluir que la navegación en Internet está empezando a consolidarse y podemos considerarla bastante madura. No hay grandes variaciones en dos años y las empresas que gestionan todos estos aspectos cada vez se especializan más, intentando aportar la mayor cantidad de herramientas posibles a sus usuarios.
De ello aprendemos la importancia de conocer al máximo a nuestro potencial cliente. Es mejor no querer abarcar a todo el mundo sino centrarnos en alcanzar principalmente a aquellos usuarios que realmente les podamos interesar por lo que ofrecemos.
También hemos de tener muy en cuenta la forma en Google evoluciona, por ser la principal fuente de acceso a las webs. En esto último, Google se está transformando en un sistema más crítico y que potencia la naturalidad y el contenido de mayor calidad, penalizando plágios. Así, el contenido de nuestra web es preferente que sea de producción propia. Esto nos mostrará realmente como somos y aportará una originalidad más valorada por todos.
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