05. Dialogue and communication with stakeholders Annual Report 2013 40 Principales 19 % El País 14 % As 11 % Canal+ 10 % Cadena Ser 6 % SANTILLANA 4 % Máxima FM 2 % Cadena Dial 1 % Media Capital 17 % Other 15 % 87 journalists, who are very active and maintain a constant conversation with the audience. In this way, we have managed to personalize the Canal+ subscriber experience and add value to the brand. The Customer Service Centre, email and postal mail, are still maintained to complete the relationship with our customers. With regards to internal communication, the new global intranet is an enormously useful tool for meeting the demands of our professionals and to communicate the benefits of belonging to a global enterprise. Meanwhile, our relationship with the media and other institutions is channeled through the Communications Department, in close liaison with the various divisions of the Company and with other areas of the different business units. Internet participation PRISA is a pioneer in using social network tools and in the creation of content for all kinds of media formats and devices This strategy has reinforced dialogue with users (readers, listeners, viewers, customers etc.), has fostered audience engagement and participation and has allowed us to gain a greater knowledge of their habits. In 2012, PRISA attracted an average monthly audience of close to 33 million unique users (comScore), representing a growth of over 26 % compared to 2011. During the year, PRISA media were visited by 72 million unique browsers, 9.4 % more than in 2011. 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, Canalplus.es and Plus.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, 5 % up on last year. Users accessed PRISA Audience on social network (%) Traffic on social networks (in millions of visits) 2011 66.5 2012 109.3 +67 % growth. Source: Omniture sites through search engines on 35 % of occasions. Visits via social networks are also up, making up 4 % of the total. 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,
PRISA Annual Report 2013
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