This week, we examine the mobile operators industry in
Spain. The main goal is to understand their
presence on the two main social media
platforms, Facebook and Twitter. We examined their Facebook
audience by measuring the total amount of fans and we examined the Twitter
audience by measuring the total amount of followers.
he
analized brands are: Amena, Jazztel, Más Móvil, Movistar, Ono, Simyo, The
Phone House, Vodafone y Yoigo. We
considered their local Spanish pages and profiles for the analysis.
The study revealed that the mobile brand with higher
audience on social networks is Vodafone, with more than 288K fans on Facebook and
55K followers on Twitter, which
sums up a total amount
of 343.766 followers. These numbers tell us that, in terms of audience, Vodafone is
positioned as a national leader.
Movistar
and Orange have conquered the
second and third positions,
with respectively 308K and 194K
followers considering both Facebook and Twitter.
Amena,
Simyo and Mas Móvil are the weakest brands, with
audience shares of 2% and 3% of the total audience.
If we examine the detail of each social network, we
observe different winners on Facebook and Twitter. On Facebook,
Vodafone is confirmed as leader, while Movistar does best on Twitter with total
amount of 98K followers, comparing to Vodafone’s 55K.
If we examine the audience of the whole industry, we count
a total amount of 1.335.874 followers, which is not a low value. However, comparing it to other
industries, like the press industry, with more than 12M followers, there’s
still a strong growth potential.
Por
último analizando el uso de las plataformas en el sector, hemos detectado como
la mayoría de los seguidores se concentra en Facebook, que detiene una cuota
del 79% contra el Twitter que detiene un 21%.
If we compare social network usage, most followers are
concentrated on Facebook,
with an audience share of 19%, while Twitter accounts have an audience
share of 21%.
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