{"id":2406,"date":"2022-04-06T18:17:49","date_gmt":"2022-04-06T18:17:49","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2406"},"modified":"2022-04-06T18:21:24","modified_gmt":"2022-04-06T18:21:24","slug":"deloitteun-dijital-tuketici-trendleri-2021-arastirmasinin-sonuclari-aciklandi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2406","title":{"rendered":"Deloitte’un Dijital T\u00fcketici Trendleri 2021 Ara\u015ft\u0131rmas\u0131’n\u0131n Sonu\u00e7lar\u0131 A\u00e7\u0131kland\u0131"},"content":{"rendered":"\t\t
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Deloitte taraf\u0131ndan bir\u00e7ok \u00fclkenin kat\u0131l\u0131m\u0131yla 2012 y\u0131l\u0131ndan beri yap\u0131lan “Dijital T\u00fcketici Trendleri Ara\u015ft\u0131rmas\u0131”n\u0131n 2021 raporu yay\u0131nland\u0131. Dijital t\u00fcketici tercihlerini farkl\u0131 y\u00f6nlerden analiz ederek t\u00fcketici trendlerine ili\u015fkin i\u00e7 g\u00f6r\u00fcler ve bu alandaki hizmet sa\u011flay\u0131c\u0131lar\u0131na \u00f6nemli veriler sunan rapor, aralar\u0131nda T\u00fcrkiye’nin de bulundu\u011fu 14 \u00fclkeden kat\u0131l\u0131mc\u0131n\u0131n verdi\u011fi cevaplar\u0131n analizine dayan\u0131yor.<\/strong><\/p>

Deloitte, Dijital T\u00fcketici Trendleri Ara\u015ft\u0131rmas\u0131 2021 yay\u0131nland\u0131. \u00c7evrim \u0130\u00e7i Hayat, Ba\u011flant\u0131 Tercihleri, Dijital Hizmetlerin Y\u00fckseli\u015fi ve Bilgide G\u00fcvenlik Endi\u015feleri ba\u015fl\u0131klar\u0131 alt\u0131nda pek \u00e7ok konuyu ele alan ara\u015ft\u0131rma, bu konular\u0131n t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerindeki etkilerini inceliyor.<\/p>

Ara\u015ft\u0131rmaya g\u00f6re, T\u00fcrkiye’den ankete kat\u0131lanlar\u0131n yar\u0131s\u0131ndan fazlas\u0131 ak\u0131ll\u0131 telefon, diz\u00fcst\u00fc bilgisayar, kablosuz kulakl\u0131k ve tablet gibi cihazlara sahip. S\u00f6z konusu cihazlar aras\u0131nda sahiplik oran\u0131 en y\u00fcksek olan y\u00fczde 91 ile ak\u0131ll\u0131 telefonlar olurken, ak\u0131ll\u0131 telefonlar\u0131 y\u00fczde 77 sahiplik oran\u0131yla diz\u00fcst\u00fc bilgisayarlar takip ediyor.
Kulakl\u0131k ve tablet sahipli\u011finde kad\u0131nlar erkekleri geride b\u0131rak\u0131rken, masa\u00fcst\u00fc bilgisayar sahiplik oran\u0131nda ise erkekler \u00f6nde yer al\u0131yor. Kullan\u0131c\u0131lar e-ticaret, video ve TV izleme, bankac\u0131l\u0131k ve oyun gibi farkl\u0131 alanlarda elektronik cihazlar\u0131 kullanmay\u0131 tercih ediyor.<\/p>

Ak\u0131ll\u0131 Saat ve Fitness Bileklikleri Y\u00fckseli\u015fte<\/strong>
2019’da yap\u0131lan bir \u00f6nceki ara\u015ft\u0131rmaya k\u0131yasla kullan\u0131m\u0131 art\u0131\u015f g\u00f6steren cihazlar aras\u0131nda ilk s\u0131rada dijital sa\u011fl\u0131k uygulamalar\u0131n\u0131 destekleyen ak\u0131ll\u0131 saatler ve egzersiz takiplerinin yap\u0131labildi\u011fi fitness bileklikleri var. Ak\u0131ll\u0131 saatlerin sahiplik oran\u0131, 12 puan art\u0131\u015fla y\u00fczde 34’e \u00e7\u0131karken fitness bilekliklerinin sahiplik oran\u0131 8 puan art\u0131\u015fla y\u00fczde 20 seviyesine ula\u015ft\u0131. Her iki kategori de 25-34 ya\u015f grubunda daha yayg\u0131n kullan\u0131l\u0131yor.
Ak\u0131ll\u0131 saat, fitness bilekli\u011fi ve ak\u0131ll\u0131 telefon \u00fczerinden en fazla takip edilen metrikler s\u0131ras\u0131yla ad\u0131m say\u0131s\u0131 (y\u00fczde 70), nab\u0131z (y\u00fczde 52), kilo (y\u00fczde 39), uyku d\u00fczeni (y\u00fczde 37) ve kalori al\u0131m\u0131 (y\u00fczde 31) oldu.<\/p>

Ak\u0131ll\u0131 Telefonlar 3 Ya\u015f\u0131ndan K\u00fc\u00e7\u00fck<\/strong>
Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re, k\u00fcresel ve yerel \u00f6l\u00e7ekte bak\u0131ld\u0131\u011f\u0131nda kat\u0131l\u0131mc\u0131lar\u0131n ak\u0131ll\u0131 telefon sahipli\u011fi ve kullan\u0131m s\u0131kl\u0131\u011f\u0131 oranlar\u0131n\u0131n y\u00fcksek olmas\u0131n\u0131n yan\u0131nda, sahip olduklar\u0131 ak\u0131ll\u0131 telefonlar\u0131n da yeni oldu\u011fu dikkati \u00e7ekiyor. Her 4 kullan\u0131c\u0131dan 3’\u00fcn\u00fcn telefonu 3 ya\u015f\u0131ndan k\u00fc\u00e7\u00fck.
T\u00fcrkiye’de telefon de\u011fi\u015ftirme s\u0131kl\u0131\u011f\u0131 ge\u00e7mi\u015f y\u0131llara g\u00f6re azald\u0131. Son 2 y\u0131lda telefon de\u011fi\u015ftirenlerin oran\u0131 2019’a k\u0131yasla 9 puan azalarak y\u00fczde 49’a geriledi. Globalde ise ortalama 1 puan d\u00fc\u015ferek y\u00fczde 51 oldu.
Telefon sat\u0131n alma kanal\u0131 tercihleri incelendi\u011finde T\u00fcrkiye’deki kat\u0131l\u0131mc\u0131lar globaldekilerden farkl\u0131la\u015f\u0131yor. T\u00fcrkiye’deki kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 49’u mevcut telefonlar\u0131n\u0131 ma\u011fazadan al\u0131rken, sadece y\u00fczde 27’si \u00e7evrim i\u00e7i kanallar\u0131 kulland\u0131klar\u0131n\u0131 belirtiyor. Buna kar\u015f\u0131n global kat\u0131l\u0131mc\u0131larda ma\u011faza ve \u00e7evrim i\u00e7i sat\u0131n alma oranlar\u0131n\u0131n y\u00fczde 37 ve y\u00fczde 38 oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/p>

Ak\u0131ll\u0131 Televizyon Kullan\u0131c\u0131lar\u0131 Artt\u0131<\/strong>
T\u00fcrkiye’de televizyon izleme al\u0131\u015fkanl\u0131\u011f\u0131na paralel olarak ak\u0131ll\u0131 TV sahipli\u011fi oran\u0131 da y\u00fczde 66 gibi y\u00fcksek bir rakam \u00e7\u0131kt\u0131. Bu oran globalde y\u00fczde 58. Geleneksel televizyonlar\u0131 ak\u0131ll\u0131 televizyona d\u00f6n\u00fc\u015ft\u00fcren video ak\u0131\u015f cihazlar\u0131na (Chromecast, Xiaomi Mi TV Stick) sahip kullan\u0131c\u0131lar\u0131n T\u00fcrkiye oran\u0131 da global ortalaman\u0131n 2 puan \u00fczerinde (y\u00fczde 30).<\/p>

Robot S\u00fcp\u00fcrgelerde T\u00fcrkiye Fark Att\u0131<\/strong>
Global ortalama ile k\u0131yasland\u0131\u011f\u0131nda T\u00fcrkiye’de sahiplik bak\u0131m\u0131ndan en y\u00fcksek pozitif ayr\u0131\u015fman\u0131n 13 puanl\u0131k fark ile robot s\u00fcp\u00fcrgeler ve ak\u0131ll\u0131 ev aletleri kategorilerinde olmas\u0131 dikkati \u00e7ekiyor.<\/p>

En \u00c7ok Ak\u0131ll\u0131 Telefon Kullan\u0131l\u0131yor<\/strong>
Ara\u015ft\u0131rmaya g\u00f6re, kullan\u0131c\u0131lar\u0131n y\u00fczde 87’si, g\u00fcn i\u00e7erisinde en fazla ak\u0131ll\u0131 telefonlar\u0131n\u0131 kullan\u0131yor. Telefonlar\u0131 y\u00fczde 77 ile ak\u0131ll\u0131 televizyonlar, y\u00fczde 75 ile diz\u00fcst\u00fc bilgisayarlar takip ediyor.<\/p>

Tercih, H\u0131zl\u0131 \u0130nternetten Yana<\/strong>
T\u00fcrkiye’deki kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 77’si ev internet hizmetini sabit geni\u015fbant internet sa\u011flay\u0131c\u0131lar\u0131ndan al\u0131yor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 34’\u00fc salg\u0131n d\u00f6neminde daha y\u00fcksek h\u0131zda internet hizmeti almay\u0131 tercih etti. \u0130nternet h\u0131z\u0131na verilen bu \u00f6nem, 5G teknolojisine ge\u00e7i\u015f konusundaki tutuma da olumlu yans\u0131yor. Kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 51’i 5G a\u011f\u0131na ge\u00e7mek istedi\u011fini, y\u00fczde 60’\u0131 operat\u00f6r tercihlerini 5G kapsama alan\u0131 yeterlili\u011fini g\u00f6z \u00f6n\u00fcnde bulundurarak de\u011fi\u015ftirebilece\u011fini belirtiyor.<\/p>

Bilgi \u0130\u00e7in Sosyal Medya<\/strong>
T\u00fcrkiye\u2019deki 18 ila 34 ya\u015f aras\u0131 kat\u0131l\u0131mc\u0131lar, g\u00fcncel olaylar hakk\u0131nda bilgi edinmek i\u00e7in YouTube, Twitter gibi sosyal medya platformlar\u0131n\u0131 tercih ediyor. 35 ila 55 ya\u015f aral\u0131\u011f\u0131ndaki kat\u0131l\u0131mc\u0131lar ise televizyon haberleri ve haber sitelerini takip ediyor.<\/p>

Aboneliklerin Y\u00fckseli\u015fi<\/strong>
“COVID-19 pandemisi ile beraber evlerde ge\u00e7irilen s\u00fcrelerin art\u0131\u015f\u0131na paralel olarak ekran ba\u015f\u0131nda ge\u00e7irilen s\u00fcreler de artt\u0131. Ankete T\u00fcrkiye\u2019den dahil olan kat\u0131l\u0131mc\u0131lar, pandemi d\u00f6neminde daha fazla film, dizi, video izlediklerini, sosyal medya platformlar\u0131nda vakit ge\u00e7irdiklerini, haber okuduklar\u0131n\u0131 ve podcast dinlediklerini belirtmi\u015f. Son bir y\u0131l i\u00e7erisinde T\u00fcrkiye\u2019deki kat\u0131l\u0131mc\u0131lar\u0131n yar\u0131dan fazlas\u0131 paral\u0131 video yay\u0131n\u0131 i\u00e7in yeni bir abonelik ba\u015flatt\u0131\u011f\u0131n\u0131 veya daha \u00f6nceden iptal ettirdi\u011fi aboneli\u011fini yeniledi\u011fini belirtiyor. Global kat\u0131l\u0131mc\u0131lar\u0131n ise yar\u0131ya yak\u0131n\u0131n\u0131n aboneliklerindeki durumu koruduklar\u0131 g\u00f6r\u00fcl\u00fcyor. Aboneli\u011fini iptal edenlerin %14\u2019\u00fc bu iptali ger\u00e7ekle\u015ftirirken daha sonra tekrar ayn\u0131 hizmeti almak i\u00e7in geri d\u00f6nebilecekleri y\u00f6n\u00fcnde g\u00f6r\u00fc\u015f bildiriyor. Yine ayn\u0131 oranda kat\u0131l\u0131mc\u0131n\u0131n daha \u00f6nceden iptal etti\u011fi aboneli\u011fini yeniden ba\u015flatt\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/p>

\u201cT\u00fcketicilerin Dijital Al\u0131\u015fkanl\u0131klar\u0131 H\u0131zl\u0131 Bi\u00e7imde De\u011fi\u015fti\u201d<\/strong>
Ara\u015ft\u0131rmayla ilgili a\u00e7\u0131klamalarda bulunan Deloitte T\u00fcrkiye Dan\u0131\u015fmanl\u0131k Hizmetleri Lideri Hakan G\u00f6l, salg\u0131n s\u00fcrecinin t\u00fcm d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye’de de dijital d\u00f6n\u00fc\u015f\u00fcm\u00fc h\u0131zland\u0131rd\u0131\u011f\u0131n\u0131, t\u00fcketicilerin dijital al\u0131\u015fkanl\u0131klar\u0131n\u0131n h\u0131zl\u0131 bi\u00e7imde de\u011fi\u015fti\u011fini belirtti ve s\u00f6zlerine \u015f\u00f6yle devam etti: \u201cMarkalar\u0131n dijital d\u00fcnyada yeni i\u015f fikirleri geli\u015ftirebilmelerine, i\u015f modellerini adapte edebilmelerine yard\u0131mc\u0131 olmak ve rekabet stratejilerine \u0131\u015f\u0131k tutabilmek amac\u0131yla dijital t\u00fcketici trendlerini ara\u015ft\u0131rd\u0131k. Dijital pazarlama uzmanlar\u0131, e-ticaret profesyonelleri, sosyal medya y\u00f6neticileri, uygulama geli\u015ftiriciler ak\u0131ll\u0131 cihazlar\u0131n \u00e7evrim i\u00e7i hayatlar\u0131 nas\u0131l \u015fekillendirdi\u011fine bakarak g\u00fcndemlerini belirleyebilir. \u00d6zellikle abonelikler d\u00fcnyas\u0131n\u0131n pandemi sonras\u0131 yeniden \u015fekillenece\u011fini g\u00f6rebiliyoruz.\u201d<\/p>

Raporun tamam\u0131n\u0131 okumak i\u00e7in t\u0131klay\u0131n\u0131z: Dijital T\u00fcketici Trendleri Ara\u015ft\u0131rmas\u0131 2021 T\u00fcrkiye<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Deloitte taraf\u0131ndan bir\u00e7ok \u00fclkenin kat\u0131l\u0131m\u0131yla 2012 y\u0131l\u0131ndan beri yap\u0131lan “Dijital T\u00fcketici Trendleri Ara\u015ft\u0131rmas\u0131”n\u0131n 2021 raporu yay\u0131nland\u0131. Dijital t\u00fcketici tercihlerini farkl\u0131 y\u00f6nlerden analiz ederek t\u00fcketici trendlerine ili\u015fkin i\u00e7 g\u00f6r\u00fcler ve bu alandaki hizmet sa\u011flay\u0131c\u0131lar\u0131na \u00f6nemli veriler sunan rapor, aralar\u0131nda T\u00fcrkiye’nin de bulundu\u011fu 14 \u00fclkeden kat\u0131l\u0131mc\u0131n\u0131n verdi\u011fi cevaplar\u0131n analizine dayan\u0131yor. Deloitte, Dijital T\u00fcketici Trendleri Ara\u015ft\u0131rmas\u0131 2021 yay\u0131nland\u0131. […]<\/p>\n","protected":false},"author":2,"featured_media":2407,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2406","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2406","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2406"}],"version-history":[{"count":8,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2406\/revisions"}],"predecessor-version":[{"id":2415,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2406\/revisions\/2415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2407"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2406"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2406"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2406"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}