{"id":1408,"date":"2021-06-30T19:46:56","date_gmt":"2021-06-30T19:46:56","guid":{"rendered":"https:\/\/company.boxoffice.com\/?p=1408"},"modified":"2021-06-30T19:47:18","modified_gmt":"2021-06-30T19:47:18","slug":"online-sales-growth-accelerates-post-pandemic","status":"publish","type":"post","link":"https:\/\/company.boxoffice.com\/es\/2021\/06\/30\/online-sales-growth-accelerates-post-pandemic\/","title":{"rendered":"El crecimiento de las ventas en l\u00ednea se acelera despu\u00e9s de la pandemia"},"content":{"rendered":"

Ya se conocen los resultados de la semana F9, con una recaudaci\u00f3n de taquilla muy alentadora de $70M. Por fin vemos c\u00f3mo los espectadores vuelven en masa a las salas, lo que aporta esperanza y entusiasmo al sector de cara a los pr\u00f3ximos meses.\u00a0<\/span><\/p>\n

En The Boxoffice Company, creamos un informe comparativo para diez de las principales cadenas de cines en EE. UU. y el Reino Unido utilizando Google Analytics para evaluar el rendimiento en l\u00ednea actual frente al anterior y medirlo con una variedad de m\u00e9tricas.<\/span><\/p>\n

Aunque la pandemia hizo que las comparaciones significativas entre algunas m\u00e9tricas fueran m\u00e1s complejas, vemos cambios dr\u00e1sticos en el comportamiento de los clientes en l\u00ednea, particularmente la inclinaci\u00f3n hacia la compra de entradas de cine en l\u00ednea. Si bien los vol\u00famenes de visitas a los sitios web y de venta de entradas son comprensiblemente menores, la pandemia ha acelerado el cambio hacia la compra en l\u00ednea. Este aumento es evidente en los saltos estad\u00edsticamente significativos en la Tasa de Conversi\u00f3n (la proporci\u00f3n de personas que compran al visitar su sitio web). Tambi\u00e9n ha habido un aumento generalizado en los Valores Promedio de los Pedidos en l\u00ednea, aunque creemos que hay varios factores en juego aqu\u00ed.<\/span><\/p>\n

F9 vs. Avengers: Endgame<\/b><\/p>\n

Para entender estas m\u00e9tricas en contexto, hemos comparado el rendimiento del fin de semana de estreno de F9 \u2014la pel\u00edcula con mejor desempe\u00f1o despu\u00e9s de la pandemia\u2014 con el fin de semana de estreno de Avengers: Endgame, la pel\u00edcula que \u2018rompi\u00f3\u2019 internet y arras\u00f3 en la taquilla para convertirse en la pel\u00edcula m\u00e1s taquillera de la historia. Y esto es lo que encontramos:<\/span><\/p>\n

Tasa de conversi\u00f3n<\/b><\/p>\n

El estudio comparativo revel\u00f3 que la tasa de conversi\u00f3n media de \u00abF9\u00bb durante el fin de semana de estreno fue de 8,21 TP3T, lo que supone un aumento de 201 TP3T con respecto a la tasa de conversi\u00f3n de \u00abLos Vengadores\u00bb. A modo de referencia, la tasa de conversi\u00f3n media en el comercio electr\u00f3nico ronda los 31 TP3T, aunque las marcas del sector del entretenimiento suelen obtener resultados ligeramente mejores que esta cifra.<\/span><\/p>\n

Las pel\u00edculas estrella siempre generan un gran volumen de reservas anticipadas, por lo que un aumento de 210TP3T en la tasa de conversi\u00f3n es significativo, ya que lo estamos comparando con \u00abLos Vengadores\u00bb \u2014la pel\u00edcula m\u00e1s taquillera de todos los tiempos\u2014 y esto a pesar de que el volumen total de ventas sea menor.<\/span><\/p>\n

El aumento tambi\u00e9n fue notable en los dispositivos m\u00f3viles, ya que casi el 85% del total de transacciones se realizaron a trav\u00e9s de un dispositivo m\u00f3vil. En 2019, la media de conversiones de transacciones m\u00f3viles se situ\u00f3 en torno al 78%.\u00a0\u00a0<\/span><\/p>\n

Los resultados confirman el cambio hacia la reserva anticipada impulsado por la pandemia. La reducci\u00f3n de la capacidad de aforo y el distanciamiento social han hecho que sea fundamental asegurar los asientos con antelaci\u00f3n y reducir los puntos de contacto. Adem\u00e1s, muchos teatros han estado migrando hacia asientos completamente reservados, lo que era un impulsor conocido de las ventas en l\u00ednea.<\/span><\/p>\n

Valor medio del pedido<\/b><\/p>\n

Tambi\u00e9n conocidos como \u2019per-caps\u00bb, los valores medios por entrada fueron 15% m\u00e1s altos durante el fin de semana de estreno de F9. El \u00abper-cap\u00bb es una m\u00e9trica fundamental para los cines: cuantos m\u00e1s ingresos se garanticen por adelantado, mejor.\u00a0<\/span><\/p>\n

Hay varios factores que contribuyen aqu\u00ed: el crecimiento de las experiencias pr\u00e9mium, ya sea una experiencia PLF o de opciones de asientos pr\u00e9mium como VIP, reclinables o calefactados, conllevan un precio pr\u00e9mium.\u00a0<\/span><\/p>\n

Tambi\u00e9n vimos la incorporaci\u00f3n y la adopci\u00f3n por parte de los consumidores de alimentos y bebidas en l\u00ednea durante la pandemia, y algunos expositores ahora integran esto en su proceso de ventas en l\u00ednea.\u00a0<\/span><\/p>\n

Resumen<\/b><\/p>\n

Hacer que sea f\u00e1cil y seguro para los cin\u00e9filos comprar en l\u00ednea es solo una parte del exitoso fin de semana de la industria. Felicitamos a los estudios y exhibidores por sus esfuerzos de marketing para traer de vuelta a los cin\u00e9filos a las salas de cine. Les deseamos lo mejor en los meses y a\u00f1os venideros, y estamos ansiosos por ver a a\u00fan m\u00e1s cin\u00e9filos llenar las salas para t\u00edtulos como Black Widow, Space Jam, Suicide Squad y, nos atrevemos a decir, No Time to Die.\u00a0\u00a0<\/span><\/p>\n

Cont\u00e1ctenos si desea obtener m\u00e1s informaci\u00f3n sobre nuestro Informe de evaluaci\u00f3n comparativa y su rendimiento.<\/span><\/p>\n

 <\/p>\n

*Definiciones:<\/b><\/p>\n

Tasa de conversi\u00f3n<\/b><\/p>\n

La proporci\u00f3n de transacciones con respecto al n\u00famero de sesiones en tu p\u00e1gina web o aplicaci\u00f3n m\u00f3vil, expresada en porcentaje; por ejemplo, 1 transacci\u00f3n de cada 100 sesiones supone una tasa de conversi\u00f3n de comercio electr\u00f3nico del 1%. Esta estad\u00edstica puede ayudarte a evaluar la eficacia de tus estrategias de marketing y del dise\u00f1o de tu sitio web. Para cualquier negocio de comercio electr\u00f3nico, el valor de referencia ronda el 3%.<\/span><\/p>\n

Valor medio del pedido<\/b><\/p>\n

El valor financiero promedio de todos los pedidos durante un per\u00edodo determinado, incluido el valor de venta de las entradas, alimentos y bebidas, tarjetas de regalo y tarifas de servicio.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Ya se conocen los resultados de la semana F9, con una recaudaci\u00f3n de taquilla muy alentadora de $70M. Por fin vemos a los cin\u00e9filos<\/p>","protected":false},"author":10,"featured_media":1409,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[18,17,1],"tags":[],"class_list":["post-1408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-boost","category-digital-marketing","category-uncategorized"],"yoast_head":"\nOnline Sales Growth Accelerates Post Pandemic - The Boxoffice Company<\/title>\n<meta name=\"description\" content=\"The F9 results has an encouraging weekend Box Office of $70M. 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