04. Education, information and entertainment in transformation Annual Report 2013 55 Digital audiences In 2012 PRISA reported digital revenues of 60,319,000 euros, with growth up by 18 % as compared to the previous year. Mobile advertising revenue grew 170 % compared to 2011. Total mobile revenue reached 4 million euros. In 2012, PRISA attracted an average audience of 32.7 million unique visitors (comScore), representing growth of over 26 % compared with 2011. Over the course of the year, PRISA media were visited by 72 million unique browsers (Omniture + Netscope), 9.4 % more than in 2011, indicating how, despite a highly fragmented ecosystem populated by multiple devices and browsers, users access our content and services wherever they are. PRISA’s main sites continue to trend upwards, in some cases doubling the number of average monthly unique users compared to last year. Noteworthy is the growth experienced by Elpaís.com, Cincodías.com, Planeo. com and Canalplus.es. This growing trend is reinforced by strong brand awareness. Testament to this is the fact that users continue to directly access PRISA websites, with users directly typing site addresses into their browsers on 49 % of occasions. Visits via social networks are also up, making up 4 % of the total. Users accessed PRISA sites through search engines on 35 % of occasions. Latin America and Spain represent, in equal proportion, 84 % of the audience. The rest is divided between several countries, with major presence in Portugal. Also noteworthy is the U.S., which represents a 3 % of the total. Mobility 2012 has witnessed a significant boom in traffic from mobile devices to PRISA sites. Mobile traffic at the end of year, stood at 24.7 % of the total, reaching maximums of over 25 % in some months. These figures double those of 2011. Among the platforms available, Android is still the fastest growing in terms of traffic, in line with market trends. PRISA has nearly 400 applications available across different mobile platforms (Apple, Android, Windows, Blackberry). Many of these are operated by Santillana, demonstrating its firm commitment to mobility in the educational field. The number of downloads stood at over 11 million in 2012, almost triple the figure of 4 million app downloads registered in 2011. The launch PRISA mobile traffic (%)* 24,7 % 11 % 2012 2011 * Strong growth in 2012 (+ 13.7 % up from 2011) Source: Adobe Omniture. Pageviews. Cumulative December 2011 and Cumulative. December 2012 of PRISA Radio apps in Latin America has been instrumental in this growth, accounting for nearly 2 million downloads and about 60 million annual hours of radio listening through our applications. Registered users We closed 2012 with nearly 10 million registered users in our databases. In 2012 we expanded our databases by more than 3 million users, with the figure exceeding 9.8 million if we add users of our business units and of our partners. It is noteworthy that 29 % of new registered users signed up through a social network, demonstrating, once again, the growing socialization of our brands and the close relationships that can be established with users in these environments. Fans and followers All business units have experienced intense growth in follower numbers, totaling 24 million compared to 11 million for the year 2011.
PRISA Annual Report 2013
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