Click here to close now.

Welcome!

CloudExpo® Blog Authors: Liz McMillan, Baruch Sadogursky, Elizabeth White, Adrian Bridgwater, Pat Romanski

News Feed Item

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.

El comunicado en el idioma original, es la versión oficial y autorizada del mismo. La traducción es solamente un medio de ayuda y deberá ser comparada con el texto en idioma original, que es la única versión del texto que tendrá validez legal.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@CloudExpo Stories
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust...
2015 predictions circa 1970: houses anticipate our needs and adapt, city infrastructure is citizen and situation aware, office buildings identify and preprocess you. Today smart buildings have no such collective conscience, no shared set of fundamental services to identify, predict and synchronize around us. LiveSpace and M2Mi are changing that. LiveSpace Smart Environment devices deliver over the M2Mi IoT Platform real time presence, awareness and intent analytics as a service to local connecte...
High-performing enterprise Software Quality Assurance (SQA) teams validate systems that are ready for use - getting most actively involved as components integrate and form complete systems. These teams catch and report on defects, making sure the customer gets the best software possible. SQA teams have leveraged automation and virtualization to execute more thorough testing in less time - bringing Dev and Ops together, ensuring production readiness. Does the emergence of DevOps mean the end of E...
Amazon and Google have built software-defined data centers (SDDCs) that deliver massively scalable services with great efficiency. Yet, building SDDCs has proven to be a near impossibility for companies without hyper-scale resources. In his session at 15th Cloud Expo, David Cauthron, CTO and Founder of NIMBOXX, highlighted how a mid-sized manufacturer of global industrial equipment bridged the gap from virtualization to software-defined services, streamlining operations and costs while connect...
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, ...
paradigm shifts in networking, to cloud and licensure, and all the Internet of Things in between. In 2014 automation was the name of the game. In his session at DevOps Summit, Matthew Joyce, a Sales Engineer at Big Switch, will discuss why in 2015 it’s complexity reduction. Matthew Joyce, a sales engineer at Big Switch, is helping push networking into the 21st century. He is also a hacker at NYC Resistor. Previously he worked at NASA Ames Research Center with the Nebula Project (where OpenSta...
The term culture has had a polarizing effect among DevOps supporters. Some propose that culture change is critical for success with DevOps, but are remiss to define culture. Some talk about a DevOps culture but then reference activities that could lead to culture change and there are those that talk about culture change as a set of behaviors that need to be adopted by those in IT. There is no question that businesses successful in adopting a DevOps mindset have seen departmental culture change, ...
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists will address the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affec...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In this session, James Kirkland, Red Hat's Chief Architect for the ...
While there are hundreds of public and private cloud hosting providers to choose from, not all clouds are created equal. If you’re seeking to host enterprise-level mission-critical applications, where Cloud Security is a primary concern, WHOA.com is setting new standards for cloud hosting, and has established itself as a major contender in the marketplace. We are constantly seeking ways to innovate and leverage state-of-the-art technologies. In his session at 16th Cloud Expo, Mike Rivera, Seni...
EMC Corporation on Tuesday announced it has entered into a definitive agreement to acquire privately held Virtustream. When the transaction closes, Virtustream will form EMC’s new managed cloud services business. The acquisition represents a transformational element of EMC’s strategy to help customers move all applications to cloud-based IT environments. With the addition of Virtustream, EMC completes the industry’s most comprehensive hybrid cloud portfolio to support all applications, all workl...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series dat...
Cloud Expo, Inc. has announced today that Andi Mann returns to DevOps Summit 2015 as Conference Chair. The 4th International DevOps Summit will take place on June 9-11, 2015, at the Javits Center in New York City. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great team at ...
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, June 9-11, 2015, at the Javits Center in New York City. Learn what is going on, contribute to the discussions, and ensure that your enter...
Enterprises are fast realizing the importance of integrating SaaS/Cloud applications, API and on-premises data and processes, to unleash hidden value. This webinar explores how managers can use a Microservice-centric approach to aggressively tackle the unexpected new integration challenges posed by proliferation of cloud, mobile, social and big data projects. Industry analyst and SOA expert Jason Bloomberg will strip away the hype from microservices, and clearly identify their advantages and d...
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using ...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
Thanks to widespread Internet adoption and more than 10 billion connected devices around the world, companies became more excited than ever about the Internet of Things in 2014. Add in the hype around Google Glass and the Nest Thermostat, and nearly every business, including those from traditionally low-tech industries, wanted in. But despite the buzz, some very real business questions emerged – mainly, not if a device can be connected, or even when, but why? Why does connecting to the cloud cre...
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption...