05. Dialogue and communication with stakeholders Annual Report 2013 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 of PRISA Radio apps in Latin America has been instrumental 88 in this growth, accounting for nearly 2 million downloads and about 60 million annual hours of radio listening through our applications. 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. All business units have experienced intense growth in follower numbers, totaling 24 million compared to 11 million for the year 2011. Initiatives of our companies PRISA Ediciones With regards to to corporate image, 2012 saw the insertion of the the new SANTILLANA and PRISA Ediciones brand on company websites and throughout the social networks. Furthermore, the Corporate Communications and the Digital Business Departments have both provided guidelines and recommendations for use of social networks, in all those countries where SANTILLANA operates. Traditionally, the promotion of a book did not begin until the very end of the creative process. But in the era of social media, the most successful projects are those that use reverse marketing. That is, those that first generate an audience and only then subsequently create a book or a project.
PRISA Annual Report 2013
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