20 Sustainability Report 2014 Year in review PRISA, a global group Digital audiences Once again, figures for digital operations confirm PRISA’s position as one of the world’s leading media groups, with the Group ranked first among Spanishlanguage media. In 2013, PRISA reported an audience of 31.3 million unique users (source: comScore) and its sites were visited by almost 84 million Unique Browsers (source: Omniture Netscope), 17% more than in 2012. Noteworthy is the weight of El País sites, the world’s leading newspaper title in Spanish. For the first time ever, Latin American audiences outnumber those from Spain. 42% of PRISA’s digital audience comes from LatAm, 40% comes from Spain, 4% from the U.S. and 14% from other markets (source: comScore December 2013). 38% of Unique Browsers accessed directly PRISA sites, which indicates the strength of Group brands. 38% accessed sites from search engines, 9% from social networks and 16% via other sites (source: Omniture December 2013). As communications media, all PRISA brands make a special effort to be part of the social media conversation and to deliver content to those environments where they can connect directly with their audiences: social networks. To this end, the Group’s professional teams are integrating this social function among all professionals, while at the same time performing specific Community Management duties. PRISA’s Businesses had 37.6 million followers (on Facebook and Twitter) in December 2013, a figure 13.5 million higher than in December 2012. Another particularly relevant figure is traffic from mobile devices. PRISA closed 2013 with 39.4% of its traffic -in terms of pageviews- derived from mobile phones, 15% higher than in December 2012 (source: Omniture December 2013). Much of this mobile traffic corresponds to the browsing of web pages, but a significant part of such traffic is via specific applications for smartphones and tablets across all operating systems. PRISA closed the year with 433 available apps, 312 of which belonged to Santillana. These apps have clocked up 7,649,165 downloads. During 2013, one million new users have registered in our databases, on which we worked throughout the year to improve the relationship between our sites and our readers, listeners and viewers, and where we endeavored to avoid duplication. The collection, compilation and management of information from our users is conducted under the strictest user-security policy. Beyond complying with current privacy regulations, PRISA considers that maximum security for those who place their trust in us is a value in itself. Once again this year, the registry of new users via social media made up a significant proportion of new registered users. In 2013, 23% of people who registered with our sites did so using social networks. In 2013, PRISA reported an audience of 31.3 million unique users and its sites were visited by almost 84 million Unique Browsers
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