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Un nuevo estudio revela que uno de cada cinco cazagangas online ha sido engañado por sitios que vendían productos falsificados

Con la temporada de compras para las fiestas navideñas de 2012 a la vuelta de la esquina, MarkMonitor®, líder mundial en protección de marcas empresariales y parte de Thomson Reuters, ha publicado hoy su último estudio que examina los artículos falsificados y el comercio electrónico. Centrándose especialmente en los segmentos de los objetos de lujo y textil, el MarkMonitor Shopping Report indica que uno de cada cinco cazagangas en Estados Unidos y Europa adquirió de forma errónea en sitios de comercio electrónico que vendían artículos falsificados mientras buscaban ofertas online. Los cazagangas superaron a los consumidores que sí buscaban artículos falsos, de 20 a 1.

Mediante su tecnología patentada para examinar los patrones de compra online, MarkMonitor ha colaborado con Nielsen, proveedor líder mundial de información y perspectivas sobre lo que los consumidores ven y compran, con el fin de analizar los datos anónimos de los panelistas online autorizados de Nielsen en seis países durante un periodo de nueve meses. Casi cinco millones de sesiones de compras fueron examinadas durante el estudio, centrándose en los términos de búsqueda empleados por los compradores, como "falso", "réplica", "barato" o "descuento", con el fin de determinar su motivación. Aproximadamente uno de cada cinco cazadores de gangas europeos y estadounidenses (es decir, aquellos que buscan términos como barato, descuento, o outlet) aterrizaron en sitios que vendían artículos falsificados antes que artículos legales. Los índices de conversión, definidos como la colocación de un artículo en el carrito de la compra, para aquellas visitas a estos sitios fueron más altos que los índices de conversión para aquellas visitas a sitios que vendían artículos legales.

"Los consumidores son acaparados por sitios de comercio electrónico deshonestos que hacen que las marcan pierdan negocios. Las conclusiones de nuestro informe sobre compras destaca la importancia de desarrollar estrategias de protección de marcas preactivas en la era digital", comenta Fredrick Felman, director general de marketing de MarkMonitor.

Además, el MarkMonitor Shopping Report examinó múltiples factores demográficos, incluida la edad, los ingresos, los niveles de educación y el tamaño del hogar, y descubrió que las diferencias demográficas eran mínimas entre los consumidores online que buscan artículos falsificados y aquellos que son simplemente cazagangas que desean artículos legales. Por ejemplo, entre los consumidores estadounidenses, casi una cuarta parte de los compradores online de artículos de marca legales (26%) y aquellos que compran artículos falsificados (26%) tenía un título universitario de cuatro años o más. Casi el 37% de los compradores estadounidenses de artículos legales tenía una renta anual inferior a $50.000; entre los compradores estadounidenses de mercancías falsificadas, el 38% ganaba menos de $50.000 al año. Entre los países de la UE, el porcentaje de consumidores que ganan más de €54.000 al año es el mismo para ambos tipos de compradores de artículos falsos y legales (17%.)

"Estas conclusiones desafían la creencia más común de que los consumidores que adquieren productos falsificados son muy diferentes a los que adquieren artículos genuinos", señala Eric Solomon, vicepresidente senior de mediciones de audiencias globales de Nielsen. "Con el ciber lunes a la vuelta de la esquina, los consumidores de todos los segmentos deben estar atentos cuando adquieran artículos online".

Los precios de numerosos productos falsificados dan la impresión de que los artículos en venta son legítimos, a menudo con descuentos de entre el 25 y el 50 por ciento con respecto a los precios legítimos, que es comparable a los precios de venta de fin de temporada o "explosión de precios". Estos precios plausibles dan la sensación a los cazagangas de que están haciendo una buena compra sobre un artículo legítimo, especialmente cuando van acompañados de la tendencia cada vez más en aumento por parte de los sitios deshonestos de presentar campañas de marketing y fotografías recientes de marcas.

"A medida que la temporada de compras navideñas se aproxima, los comerciantes están deseando aumentar sus ingresos brutos y rendimiento sobre la inversión. La exclusiva metodología que hemos desarrollado con Nielsen ayudará a las marcas a ofrecer nuevas perspectivas sobre la demanda de sus productos y servicios", concluye Felman. "Al integrar los datos de un panel autorizado y anónimo de Nielsen con información sobre los sitios deshonestos y tráfico, ofrecemos perspectivas únicas sobre los patrones de compra de los consumidores en canales de comercio electrónico alternativos y ayudamos a las marcas a recuperar el tráfico y los ingresos que representan estos consumidores".

Metodología y disponibilidad

El estudio, realizado entre julio de 2011 y marzo de 2012, analiza la relación entre los compradores online, los términos de búsqueda que utilizan y los sitios que visitan cuando buscan artículos de lujo y textiles. Mediante datos de panel anónimos y búsquedas de palabras clave, los analistas de MarkMonitor analizan el tráfico de los sitios visitados por los panelistas, incluidas 1.000 páginas web que venden artículos legales y 8.000 sitios identificados por MarkMonitor por vender artículos falsos. Los analistas clasificaron a los consumidores según si visitaban sitios donde vendían artículos falsos y también según si sus búsquedas de palabras clave estaban relacionadas con gangas o productos falsos. Los panelistas autorizados de Nielsen fueron extraídos de Francia, Alemania, Italia, España, Suiza y Reino Unido así como Estados Unidos.

El MarkMonitor Shopping Report está disponible de forma inmediata para su descarga gratuita en https://www.markmonitor.com/2012shoppingreport/.

ACERCA DE MARKMONITOR

MarkMonitor, líder mundial en protección de marcas empresariales y una división de negocio de Thomson Reuters Intellectual Property & Science, utiliza un modelo de entrega SaaS para ofrecer tecnología avanzada y experiencia que protege los ingresos y reputación de las marcas más destacadas del mundo. En el mundo digital, las marcas se enfrentan a nuevos riesgos debido al anonimato de la web, su alcance global y al cambio en los patrones de consumo para servicios, productos y contenido digital. Los clientes eligen a MarkMonitor por su exclusiva combinación de experiencia líder en la industria, tecnología avanzada y amplias relaciones en la industria para conservar sus inversiones de marketing, ingresos brutos y confianza del cliente. Más información en www.markmonitor.com.

ACERCA DE THOMSON REUTERS

Thomson Reuters es la fuente líder del mundo de información inteligente para negocios y profesionales. Combinamos experiencia en la industria con innovadora tecnología para ofrecer información crítica a responsables en la toma de decisiones líderes en los mercados financieros y de riesgo, jurídicos, fiscales y contabilidad, propiedad intelectual y ciencia y medios, desarrollada por la organización de noticias de mayor confianza del mundo. Con sede central en Nueva York y principales operaciones en Londres y Eagan (Minnesota), Thomson Reuters cuenta con aproximadamente 60.000 empleados y opera en más de 100 países. Más información en www.thomsonreuters.com.

MarkMonitor® es una marca comercial registrada de MarkMonitor Inc., que forma parte del negocio Intellectual Property & Science de Thomson Reuters. El resto de marcas comerciales incluidas en este comunicado de prensa son propiedad de sus respectivos propietarios.

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