Académique Documents
Professionnel Documents
Culture Documents
Presentacin
Estilos
de vida
METODOLOGA
Diseo Muestral
Poblacin Urbana Muestra total 2015
Se enfoca en el universo de
consumidores de ambos sexos, desde
15 aos, de niveles socioeconmicos
ABC1, C2, C3 y D y en la representacin
de la poblacin chilena considerando 30
principales ciudades del pas.
Arica
Iquique
Antofagasta
Calama
Copiap
Coquimbo
La Serena
Ovalle
Los Andes/ San Felipe
Via del Mar
Valparaso
Quilpu
Villa Alemana
Rancagua
Talca
Curic
Los Angeles
Chilln
Talcahuano
Concepcin
Coronel/ Hualpn
Temuco
Osorno
Valdivia
Puerto Montt
Coyhaique
Punta Arenas
Gran Santiago
TOTAL
196.590
183.253
345.520
137.153
155.630
190.327
193.129
81.975
122.112
331.399
292.344
149.567
118.133
222.454
192.029
123.493
136.921
159.275
148.463
210.891
198.294
253.046
141.968
143.369
208.993
52.475
126.709
4.977.637
9.793.149
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
120
600
3840
Metodologa
El trabajo de campo de Chile 3D se basa en las siguientes etapas:
Seleccin
entrevistado
Seleccn
Hogar
Seleccin
manzanas
Eleccin de las
ciudades
Eleccin no
probabilstica de las
ciudades: se eligen
las 30 ciudades con
mayor poblacin de
Chile. las cuales
representan al 90%
de la poblacin
nacional.
Aprovechando
nuestra experiencia
en Geomarketing.
seleccionamos
manzanas de
manera aleatoria
de las ciudades
escogidas.
Seleccin
aleatoria de 10
hogares en cada
manzana a
travs de salto
sistemtico.
Seleccin al azar
de un
entrevistado en
cada hogar. a
travs del ltimo
que estuvo de
cumpleaos.
El margen de error del
estudio. a nivel
nacional. es de un +1.58% al 95% de
confianza.
El terreno se realiza en
Enero Febrero del
2015
Descripcin de la Muestra
75%
Sexo
ZONA
GSE
54
50%
50
50
39
29
25%
20
21
18
17
23
23
NORTE
SUR
18
14
10
9
5
0%
HOMB
MUJER
15-24
25-34
35-44
45-54
55-64
65-74 75 y ms ABC1
C2
C3
RM
RESULTADOS
Diseo Muestral
Estilos
de vida
TIEMPO LIBRE
100%
75%
50%
39
44
37
31
39
42
43
2011
2012
2013
42
36
25%
0%
2006
2007
2008
SEXO
100%
2009
EDAD
2014
2015
ZONA
GSE
84
75%
50%
67
54
47
40
37
36
26
25%
41
41
54
47
38
35
41
38
37
RM
C. SUR
SUR
19
0%
Hombre Mujer
15-24
25-34
35-44
45-54
55-64
65-74 75 o ms ABC1
C2
C3
NORTE C NORTE
100%
75%
50%
39
62
60
2011
2012
2013
56
44
37
31
62
Estilos
Estilos
de
vida
de
vida
57
25%
0%
2006
2007
2008
SEXO
2009
EDAD
2015
ZONA
GSE
92
100%
75%
2014
70
69
62
52
47
50%
41
50
57
66
57
53
58
64
51
58
53
59
25%
0%
Hombre Mujer
15-24
25-34
35-44
45-54
55-64
65-74 75 o ms ABC1
C2
C3
NORTE C.NORTE
RM
C.SUR
SUR
76
74
Ver televisin
68
66
58
59
36
2015
34
32
2014
32
30
27
27
32
32
26
25
Dormir siesta
0%
25%
41
50%
75%
100%
25
22
Leer libros
Invitar amigos al hogar (asados, carretes, fiestas, juntas,
etc.)
24
22
20
14
17
16
19
2015
2014
14
15
13
16
8
8
4
3
Ir a jugar a un casino
3
4
0%
29
25%
50%
75%
100%
SEGN SEXO
TOTAL
HOMBRE
MUJER
17%
20%
14%
Asistir a eventos
14%
23%
6%
27%
22%
33%
58%
56%
60%
Dormir siesta
26%
27%
25%
68%
69%
67%
32%
40%
24%
24%
28%
20%
8%
15%
15%
Ir a jugar a un casino
3%
3%
4%
27%
23%
31%
4%
5%
3%
13%
19%
7%
Leer libros
25%
23%
27%
22%
17%
26%
34%
33%
34%
Ver televisin
76%
77%
76%
41%
39%
44%
SEGN EDADES
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
17%
26%
19%
17%
13%
14%
15%
4%
Asistir a eventos
14%
23%
18%
16%
13%
7%
5%
5%
27%
26%
26%
26%
29%
34%
23%
24%
58%
63%
68%
65%
56%
55%
38%
32%
Dormir siesta
26%
30%
20%
25%
19%
29%
31%
42%
68%
83%
73%
64%
63%
61%
54%
66%
32%
22%
26%
37%
39%
37%
35%
35%
24%
29%
30%
29%
20%
18%
11%
14%
8%
17%
10%
9%
5%
3%
5%
3%
Ir a jugar a un casino
3%
6%
3%
4%
4%
3%
1%
1%
27%
42%
31%
27%
24%
20%
15%
9%
4%
8%
3%
5%
2%
3%
2%
2%
13%
35%
18%
8%
5%
3%
3%
1%
Leer libros
25%
28%
20%
20%
26%
27%
27%
32%
22%
16%
15%
19%
23%
30%
35%
26%
Salir a bailar
16%
31%
23%
15%
10%
6%
5%
5%
34%
38%
34%
30%
29%
35%
35%
34%
Ver televisin
76%
74%
78%
77%
73%
78%
75%
83%
41%
43%
46%
43%
37%
44%
33%
35%
SEGN GSE
TOTAL
ABC1
C2
C3
17%
27%
22%
19%
11%
Asistir a eventos
14%
17%
17%
15%
12%
27%
25%
31%
27%
26%
58%
67%
62%
59%
53%
Dormir siesta
26%
31%
27%
26%
25%
68%
66%
70%
67%
68%
32%
26%
31%
36%
32%
24%
35%
30%
21%
19%
8%
11%
17%
8%
4%
Ir a jugar a un casino
3%
5%
7%
3%
1%
27%
33%
34%
28%
21%
4%
6%
8%
4%
2%
13%
16%
15%
17%
8%
Leer libros
25%
49%
38%
23%
13%
22%
22%
25%
23%
19%
Salir a bailar
16%
20%
20%
18%
11%
34%
45%
36%
32%
31%
Ver televisin
76%
65%
75%
75%
80%
41%
50%
46%
39%
38%
SEGN GSE
TOTAL
NORTE
C. NORTE
RM
C. SUR
SUR
17%
16%
17%
18%
12%
19%
Asistir a eventos
14%
17%
17%
13%
15%
13%
27%
26%
32%
27%
26%
27%
58%
51%
54%
58%
61%
62%
Dormir siesta
26%
32%
27%
26%
24%
20%
68%
57%
60%
73%
63%
69%
32%
27%
30%
33%
32%
34%
24%
30%
22%
22%
25%
27%
8%
11%
7%
9%
6%
5%
Ir a jugar a un casino
3%
7%
3%
3%
3%
5%
27%
24%
27%
29%
24%
26%
4%
5%
3%
5%
3%
2%
13%
15%
16%
11%
14%
14%
Leer libros
25%
23%
20%
29%
17%
22%
22%
18%
20%
24%
21%
19%
Salir a bailar
16%
21%
19%
14%
17%
15%
34%
29%
32%
36%
29%
34%
Ver televisin
76%
68%
79%
76%
81%
77%
41%
34%
44%
43%
39%
38%
MAYOR INTERS
Msica
Cine
82%
70%
Hogar
63%
65%
68%
60%
64%
Farndula
Poltica
Religin
Exploracin
17%
16%
2014
Cocina
Bienestar
84%
MENOR INTERS
2014
23%
24%
38%
68%
Arte y Cultura
37%
24%
28%
61%
44%
40%
82
84
Msica
70
68
Pelculas, cine
Bienestar, vida sana, ejercicio fsico
60
63
64
Cocinar, comida
61
63
2015
2014
60
60
58
Internet
50
33
0%
65
25%
63
54
48
50%
75%
100%
47
46
Ftbol
45
44
46
38
39
Exploracin, aventura
37
38
24
Religin
17
Poltica, gobierno
Farndula/Espectculos (opinologa, vida
social, artistas, famosos, etc.)
16
0%
51
54
50
2015
2014
28
24
23
25%
50%
75%
100%
Msica
Cocina
Hogar
Bienestar
MUJERES
Cuidado Personal
82%
2014
84%
76%
75%
Cine
77%
Ftbol
70%
67%
69%
60%
Deportes
Internet
HOMBRES
Msica
76%
83%
2014
84%
74%
73%
67%
75%
64%
68%
63%
65%
15 a 34
Internet
35 a 44
45 a 54
Hogar
Bienestar
Cine
Cine
Cocina
55 a 64
Hogar
Sin considerar la msica, estos son los temas que despiertan mayor
inters por tramo etario.
65 o ms
Cocina
Cocina
Hogar
Vacaciones
Febrero
Enero
18
Diciembre
Septiembre
Marzo
Otros No se tom
meses vacaciones
Enero
Febrero
HOMBRE
21%
31%
16%
39%
MUJER
16%
32%
14%
42%
15-24
21%
34%
17%
36%
25-34
18%
35%
17%
33%
35-44
23%
33%
12%
35%
45-54
21%
33%
16%
38%
55-64
18%
32%
13%
44%
65-74
10%
20%
10%
60%
31
Julio
Noviembre
75 o ms
5%
21%
19%
56%
Abril
ABC1
23%
44%
18%
22%
Octubre
C2
18%
37%
18%
33%
C3
20%
32%
12%
42%
Junio
16%
25%
15%
48%
Agosto
16%
22%
14%
53%
Mayo
NORTE
CENTRO
NORTE
RM
9%
27%
13%
56%
21%
35%
10%
36%
CENTRO SUR
20%
30%
24%
35%
SUR
15%
27%
36%
39%
No se tom vacaciones
40
0%
25%
50%
Vacaciones
100%
83
HOMBRE
75%
50%
25%
8
11
Se qued en su casa
0%
Viajo
Se qued
Viajo
dentro de en su
fuera de
Chile
casa
Chile
85%
10%
7%
MUJER
80%
13%
9%
15-24
85%
8%
8%
25-34
85%
9%
7%
35-44
87%
12%
5%
45-54
73%
22%
6%
55-64
85%
8%
8%
65-74
80%
7%
13%
75 o ms
83%
3%
14%
ABC1
82%
5%
17%
C2
76%
14%
11%
C3
81%
15%
7%
88%
10%
2%
NORTE
CENTRO
NORTE
RM
60%
23%
21%
70%
26%
6%
87%
7%
6%
CENTRO SUR
83%
12%
7%
SUR
83%
10%
11%
Vacaciones en Chile
V REGIN
Playa
70
41
VIII REGIN
12
IV REGIN
Campo
30
Ciudad
20
11
IX REGIN
X REGIN
VII REGIN
XII REGIN
VI REGIN
Lago
XIV REGIN
Terma
Nieve
25%
50%
75%
100%
II REGIN
I REGIN
XI REGION
XV REGIN
III REGIN
XII REGIN
0%
0%
25%
50%
Vacaciones
Playa
Campo
Ciudad
Lago
Terma
Nieve
TOTAL
70%
30%
20%
9%
3%
1%
HOMBRE
69%
34%
21%
9%
4%
1%
MUJER
71%
26%
20%
9%
3%
0%
15-24
72%
31%
19%
10%
2%
1%
25-34
73%
24%
28%
14%
3%
0%
35-44
74%
29%
17%
8%
3%
0%
45-54
61%
38%
14%
8%
6%
1%
55-64
66%
32%
14%
3%
4%
0%
65-74
80%
7%
13%
8%
0%
75 o ms
56%
50%
53%
3%
3%
2%
ABC1
70%
28%
15%
14%
7%
2%
C2
70%
39%
16%
9%
6%
1%
C3
67%
32%
18%
7%
2%
0%
71%
24%
27%
8%
1%
0%
NORTE
59%
44%
50%
7%
5%
0%
CENTRO NORTE
35%
37%
41%
5%
5%
0%
RM
77%
22%
7%
2%
1%
0%
CENTRO SUR
64%
44%
27%
30%
8%
2%
SUR
71%
48%
66%
22%
5%
2%
Sudamrica
57
Europa
12
Caribe
Norteamrica
Otro
21
0%
25%
50%
75%
100%
Sudamrica
Europa
Caribe
Norteamrica
Otro
TOTAL
57%
12%
7%
3%
21%
HOMBRE
62%
17%
7%
4%
11%
MUJER
53%
9%
6%
3%
29%
15-24
28%
8%
0%
64%
25-34
62%
4%
16%
9%
10%
35-44
83%
4%
15%
2%
0%
45-54
77%
2%
1%
1%
20%
55-64
45%
17%
12%
10%
16%
65-74
82%
18%
0%
0%
0%
75 o ms
43%
59%
2%
0%
0%
ABC1
45%
15%
12%
7%
24%
C2
58%
20%
4%
4%
15%
C3
67%
4%
0%
0%
29%
70%
0%
15%
0%
15%
NORTE
88%
2%
2%
1%
6%
CENTRO NORTE
46%
17%
5%
16%
21%
RM
42%
16%
3%
3%
35%
CENTRO SUR
43%
19%
28%
3%
10%
SUR
89%
2%
4%
1%
4%
Actividades realizadas
Sacar la basura
85
Hacer aseo
Lavar el auto
77
Limpiar el bao
67
Hacer asados
66
Lavar ropa
29
25
25
25
Destapar caeras
25
24
23
Armar un mueble
22
64
54
Planchar
53
Jardinear
45
44
Coser ropa
43
0%
25%
50%
75%
100%
17
0%
25%
50%
75%
100%
Actividades realizadas
83
Sacar la basura
87
44
Lavar el auto
14
76
Hacer asados
62
Hacer aseo
92
50
Ha jugado con
un nio
46
88
Hombres
Base: Total entrevistados 3820 casos
Hacer arreglos
elctricos
Mantencin
bsica del auto
58
Limpiar el bao
40
Lavar ropa
57
Mujeres
Pintar las
murallas
89
39
11
37
9
34
16
Actividades realizadas
33
Destapar caeras
29
Armar un mueble
17
15
33
Jardinear
57
Coser ropa
18
67
33
Cocinar comidas
elaboradas
Cambiar una
rueda
Planchar
55
Ayudar en las tareas
escolares de los hijos
31
18
32
30
75
Hombres
Base: Total entrevistados 3820 casos
Mujeres
Ir a las reuniones de
apoderados
12
36
Festividades celebradas
Navidad
96
Ao Nuevo
95
18 de Septiembre
91
Su cumpleaos
89
Da de la madre
80
Da del padre
Semana Santa
57
Da del Nio
55
68
43
39
Festividades celebradas
Halloween
34
Da de la mujer
25
23
Da del Trabajo
22
Su santo
18
17
21 de mayo
15
11 de Septiembre
Da de la secretaria
Festividades celebradas
SEGN SEXO
TOTAL
HOMBRE
MUJER
Navidad
96%
95%
96%
Ao Nuevo
95%
95%
95%
18 de Septiembre
91%
91%
90%
Su cumpleaos
89%
89%
89%
Da de la madre
80%
77%
83%
Da del padre
68%
69%
68%
Semana Santa
57%
54%
59%
Da del Nio
55%
51%
60%
43%
44%
43%
Da de los enamorados
39%
42%
36%
Halloween
34%
29%
40%
Da de la mujer
25%
22%
29%
23%
23%
24%
Da del Trabajo
22%
24%
21%
Su santo
18%
17%
18%
17%
16%
18%
21 de mayo
15%
16%
14%
11 de Septiembre
Da de la secretaria
6%
5%
5%
4%
6%
6%
3%
3%
3%
Festividades celebradas
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y
ms
Navidad
96%
94%
95%
97%
94%
95%
98%
96%
Ao Nuevo
95%
94%
98%
98%
94%
91%
91%
93%
18 de Septiembre
91%
90%
95%
98%
87%
83%
87%
93%
Su cumpleaos
89%
93%
95%
92%
81%
89%
83%
87%
Da de la madre
80%
88%
86%
85%
81%
72%
71%
48%
Da del padre
68%
73%
69%
77%
66%
61%
63%
57%
Semana Santa
57%
54%
58%
66%
55%
51%
56%
60%
Da del Nio
55%
53%
64%
74%
58%
51%
37%
26%
43%
42%
54%
46%
42%
30%
47%
33%
Da de los enamorados
39%
51%
59%
50%
37%
16%
12%
9%
Halloween
34%
51%
48%
44%
22%
19%
12%
14%
Da de la mujer
25%
24%
27%
34%
27%
27%
16%
8%
23%
14%
15%
33%
22%
22%
34%
45%
Da del Trabajo
22%
23%
21%
33%
30%
15%
13%
9%
Su santo
18%
19%
15%
17%
17%
24%
13%
20%
17%
18%
15%
14%
16%
19%
20%
17%
21 de mayo
15%
14%
12%
13%
20%
14%
15%
24%
11 de Septiembre
6%
7%
4%
9%
4%
10%
1%
1%
Da de la secretaria
5%
3%
4%
12%
8%
2%
3%
0%
3%
5%
2%
3%
2%
4%
0%
5%
SEGN EDAD
Festividades celebradas
SEGN GSE
TOTAL
ABC1
C2
C3
Navidad
96%
97%
96%
94%
96%
Ao Nuevo
95%
95%
96%
96%
93%
18 de Septiembre
91%
86%
91%
92%
91%
Su cumpleaos
89%
93%
92%
93%
85%
Da de la madre
80%
82%
85%
79%
78%
Da del padre
68%
70%
72%
71%
64%
Semana Santa
57%
45%
59%
58%
58%
Da del Nio
55%
46%
55%
58%
57%
43%
55%
46%
45%
38%
Da de los enamorados
39%
45%
45%
43%
33%
Halloween
34%
30%
36%
40%
31%
Da de la mujer
25%
22%
27%
25%
25%
23%
14%
22%
24%
25%
Da del Trabajo
22%
15%
17%
30%
23%
Su santo
18%
12%
16%
18%
20%
17%
13%
17%
21%
15%
21 de mayo
15%
11%
14%
17%
16%
6%
5%
5%
3%
7%
8%
6%
6%
5%
4%
3%
1%
4%
3%
4%
11 de Septiembre
Da de la secretaria
Da del joven combatiente
Base: Forma B 1889 casos
Festividades celebradas
TOTAL
NORTE
GRANDE
CENTRO
NORTE
RM
CENTRO
SUR
SUR
Navidad
96%
88%
95%
96%
96%
97%
Ao Nuevo
95%
92%
97%
94%
97%
98%
18 de Septiembre
91%
87%
92%
89%
94%
96%
Su cumpleaos
89%
87%
91%
89%
89%
90%
Da de la madre
80%
75%
83%
82%
78%
69%
Da del padre
68%
69%
65%
68%
68%
74%
Semana Santa
57%
56%
53%
58%
53%
62%
Da del Nio
55%
50%
53%
57%
58%
49%
43%
44%
42%
42%
48%
43%
Da de los enamorados
39%
46%
47%
34%
46%
38%
Halloween
34%
32%
44%
35%
30%
23%
Da de la mujer
25%
40%
25%
20%
30%
33%
23%
42%
18%
17%
25%
48%
Da del Trabajo
22%
56%
20%
16%
24%
27%
Su santo
18%
26%
16%
14%
26%
16%
17%
34%
17%
14%
18%
15%
21 de mayo
15%
50%
14%
9%
10%
28%
11 de Septiembre
6%
5%
12%
13%
4%
4%
6%
5%
2%
4%
2%
3%
3%
12%
2%
3%
1%
2%
SEGN ZONA
Da de la secretaria
Da del joven combatiente
Comida
CONSUME COMIDA
RPIDA
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
1%
3%
10%
21%
65%
65-74
75 Y MS
ABC1
C2
C3
D
NORTE
Con menos
2a3
Todos o
Una vez al Una vez a
frecuencia
veces por casi todos
mes
la semana
a nunca
semana
los das
65%
21%
10%
3%
1%
61%
21%
13%
4%
1%
69%
21%
8%
3%
0%
35%
33%
23%
8%
1%
42%
33%
18%
6%
1%
65%
22%
9%
2%
2%
79%
16%
3%
2%
0%
86%
12%
1%
0%
0%
95%
2%
3%
0%
0%
97%
1%
1%
0%
0%
67%
20%
10%
3%
0%
60%
25%
11%
4%
0%
60%
23%
13%
4%
1%
70%
17%
8%
3%
1%
65%
22%
8%
4%
1%
CENTRO NORTE
62%
22%
11%
5%
1%
RM
67%
20%
10%
2%
1%
CENTRO SUR
63%
19%
12%
5%
1%
SUR
58%
25%
10%
6%
1%
Comida
COME EN
RESTAURANT
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
1%
2%
5%
20%
73%
65-74
75 Y MS
ABC1
C2
C3
D
NORTE
Con menos
2a3
Todos o
Una vez al Una vez a
frecuencia
veces por casi todos
mes
la semana
a nunca
semana
los das
73%
20%
5%
2%
1%
71%
20%
6%
2%
1%
74%
20%
4%
1%
0%
69%
20%
7%
4%
0%
60%
28%
9%
2%
1%
68%
23%
7%
1%
0%
75%
20%
3%
1%
1%
79%
18%
2%
1%
0%
87%
11%
1%
0%
1%
91%
7%
1%
1%
0%
48%
38%
10%
4%
1%
59%
30%
8%
2%
1%
74%
20%
4%
2%
0%
85%
10%
3%
1%
1%
67%
21%
9%
3%
0%
CENTRO NORTE
68%
24%
5%
2%
1%
RM
75%
19%
4%
1%
1%
CENTRO SUR
72%
22%
4%
2%
1%
SUR
73%
17%
7%
2%
1%
Comida
PIDE A DOMICILIO
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
0%
1%
3%
9%
88%
65-74
75 Y MS
ABC1
C2
C3
D
NORTE
Con menos
2a3
Todos o
Una vez al Una vez a
frecuencia
veces por casi todos
mes
la semana
a nunca
semana
los das
88%
9%
3%
1%
0%
88%
9%
2%
1%
0%
87%
10%
3%
1%
0%
82%
12%
4%
1%
0%
76%
17%
7%
1%
0%
87%
11%
1%
1%
0%
93%
6%
1%
0%
0%
94%
5%
1%
0%
0%
96%
3%
1%
0%
0%
99%
0%
0%
0%
0%
76%
17%
5%
1%
0%
80%
17%
2%
1%
0%
91%
6%
1%
1%
0%
92%
5%
3%
%
0%
83%
10%
5%
2%
0%
CENTRO NORTE
88%
7%
4%
1%
0%
RM
89%
9%
1%
0%
CENTRO SUR
84%
11%
3%
1%
0%
SUR
87%
8%
4%
1%
0%
Comida
HACE UN ASADO
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
0%
1%
7%
29%
63%
65-74
75 Y MS
ABC1
C2
C3
D
NORTE
Con menos
2a3
Todos o
Una vez al Una vez a
frecuencia
veces por casi todos
mes
la semana
a nunca
semana
los das
63%
29%
7%
1%
0%
60%
32%
7%
1%
0%
66%
26%
7%
1%
0%
63%
28%
9%
1%
0%
52%
37%
9%
2%
1%
55%
33%
11%
2%
0%
64%
29%
5%
1%
0%
71%
24%
5%
0%
0%
74%
22%
4%
0%
0%
84%
15%
%
0%
0%
55%
34%
10%
1%
0%
55%
34%
10%
1%
1%
63%
29%
7%
1%
0%
70%
24%
4%
1%
0%
54%
32%
11%
3%
0%
CENTRO NORTE
62%
33%
4%
1%
0%
RM
68%
25%
6%
0%
0%
CENTRO SUR
54%
34%
8%
3%
0%
SUR
59%
30%
8%
1%
1%
Eleccin de restaurante
Comida China
48
Comida chilena
47
16
Comida Italiana
12
12
10
Vegetariano
Comida Norteamericana
Comida rabe
2
0
7
Eleccin de restaurante
China
Chilena
Japonesa
Italiana
Buffet
Peruana Nikei
NORTE
48%
45%
50%
51%
55%
49%
40%
47%
32%
32%
45%
51%
53%
40%
65%
47%
51%
43%
34%
39%
51%
56%
56%
57%
69%
43%
35%
52%
56%
36%
16%
15%
16%
24%
22%
12%
10%
12%
4%
0%
29%
15%
13%
10%
22%
12%
11%
14%
13%
9%
14%
15%
14%
7%
13%
23%
15%
12%
4%
10%
12%
10%
14%
13%
13%
15%
14%
8%
5%
5%
17%
16%
9%
9%
16%
10%
10%
10%
6%
12%
9%
12%
9%
13%
4%
20%
13%
6%
5%
10%
CENTRO NORTE
34%
66%
20%
8%
18%
3%
RM
54%
38%
14%
16%
10%
12%
CENTRO SUR
39%
64%
16%
8%
13%
11%
SUR
27%
57%
12%
7%
10%
5%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 Y MS
ABC1
C2
C3
D
Productos en asados
Vacuno
86
51
Pollo
84
20
Longaniza
71
Cerdo
68
16
Vienesas
Verduras
Cordero o cabrito
Pavo
Prieta
32
25
11
11
10
6
Pescado
2
2
INCLUYE
INFALTABLES
OPINIONES Y ACTITUDES
Opiniones
2012
88
81 82
85
78 77
2013
2014
83
69
2015
76 74 79
74 73 76
72 74
77
73
Estoy de acuerdo con Deberan facilitarse los Estoy de acuerdo con la La imagen y apariencia Estoy de acuerdo con la Hoy para progresar
nueva ley Tolerancia 0 procesos de adopcin ley que prohbe fumar
personal son
Ley de violencia en los laboralmente hay que
(manejo con consumo
en lugares cerrados
importantes para estadios (prohibicin de sacrificar el tiempo con
de alcohol)
alcanzar el xito laboral
bombos, fuegos
la familia
artificiales, etc.)
Opiniones
2012
71
68
68
72
2013
2014
2015
69 68
61 61 60
66
55
55
52
49
38
55
46
40
Opiniones
2012
53 54 54
43
2013
2014
2015
54
44
46
45
48 49 47
48
41
35
44
41
35
28
Chile es el mejor pas de Estoy de acuerdo con la Estoy de acuerdo con queChile es un pas en el cual Estoy de acuerdo con la Estoy de acuerdo con la
Latinoamrica para vivir legalizacin del consumo los extranjeros lleguen a se puede vivir de manera
legalizacin del
adopcin de nios parte
de marihuana
vivir a Chile
segura
matrimonio homosexual de parejas homosexuales
en Chile
Opiniones
SEGN SEXO
TOTAL
HOMBRE
MUJER
88%
86%
90%
85%
82%
88%
83%
83%
82%
79%
78%
80%
76%
72%
81%
73%
73%
74%
71%
71%
71%
68%
71%
66%
68%
65%
71%
66%
67%
64%
55%
56%
53%
55%
53%
56%
54%
51%
57%
54%
58%
50%
48%
49%
47%
47%
49%
45%
41%
35%
46%
28%
27%
29%
Opiniones
SEGN EDAD
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
88%
85%
87%
83%
91%
93%
94%
88%
85%
86%
86%
86%
85%
87%
82%
82%
83%
82%
78%
82%
88%
82%
86%
76%
79%
79%
79%
78%
78%
77%
78%
86%
76%
66%
71%
79%
78%
85%
81%
86%
73%
64%
79%
82%
79%
70%
62%
78%
71%
71%
73%
70%
75%
64%
68%
71%
68%
71%
73%
64%
76%
66%
62%
54%
68%
54%
56%
70%
79%
77%
73%
92%
66%
72%
62%
67%
66%
68%
62%
41%
55%
57%
51%
58%
61%
54%
54%
28%
55%
49%
49%
49%
59%
52%
69%
76%
54%
43%
55%
57%
60%
53%
55%
64%
54%
61%
62%
61%
50%
54%
37%
16%
48%
49%
48%
43%
47%
47%
58%
50%
47%
43%
49%
46%
52%
45%
47%
48%
41%
56%
48%
37%
42%
34%
28%
12%
28%
47%
37%
28%
23%
19%
15%
3%
Opiniones
SEGN GSE
TOTAL
ABC1
C2
C3
88%
91%
91%
87%
87%
85%
85%
87%
86%
84%
83%
86%
77%
82%
85%
79%
76%
72%
82%
80%
76%
80%
73%
76%
76%
73%
72%
63%
75%
78%
71%
75%
68%
72%
69%
68%
72%
79%
68%
62%
68%
66%
65%
70%
69%
66%
78%
71%
65%
59%
55%
62%
64%
55%
47%
55%
50%
55%
51%
57%
54%
62%
57%
55%
50%
54%
56%
62%
54%
48%
48%
46%
53%
50%
46%
47%
42%
56%
46%
45%
41%
57%
48%
46%
28%
28%
31%
33%
31%
23%
Opiniones
SEGN ZONA
TOTAL
NORTE
C. NORTE
RM
C. SUR
SUR
88%
88%
87%
88%
89%
93%
85%
77%
82%
90%
81%
78%
83%
83%
85%
81%
85%
83%
79%
57%
75%
81%
83%
85%
76%
69%
74%
80%
70%
75%
73%
64%
79%
70%
76%
89%
71%
54%
64%
75%
71%
71%
68%
64%
71%
70%
64%
66%
68%
56%
63%
69%
74%
75%
66%
61%
66%
69%
61%
59%
55%
49%
51%
61%
45%
48%
55%
54%
59%
56%
49%
53%
57%
56%
50%
49%
52%
50%
54%
39%
52%
61%
46%
43%
48%
39%
53%
47%
54%
47%
47%
47%
45%
48%
48%
45%
41%
42%
42%
44%
33%
33%
28%
33%
28%
28%
26%
28%
FTBOL
Desempeo de La Roja
TOTAL
SEXO
77
73
69
Hombre
73%
6%
15-24
25-34
35-44
71
72
45-54
55-64
72
74
74
76
74
ABC1
65-74
75 y ms
75
73
67
REGULAR
74
ZONA
GSE
70
21%
69
Mujer
78
78
C2
C3
NORTE CENTRO
GRANDE NORTE
RM
CENTRO
SUR
SUR
49
25
18
Chile
Brasil
Argentina
Uruguay
Colombia
Mxico
Bolivia
CHILE
BRASIL
ARGENTINA
URUGUAY
COLOMBIA
MXICO
OTRO
TOTAL
49%
25%
18%
3%
2%
2%
2%
HOMBRE
49%
23%
19%
4%
2%
1%
2%
MUJER
49%
28%
17%
2%
1%
2%
2%
15-24
52%
22%
15%
5%
2%
2%
3%
25-34
46%
26%
20%
3%
2%
2%
35-44
48%
26%
19%
3%
1%
3%
1%
45-54
47%
28%
18%
2%
2%
4%
55-64
49%
27%
19%
1%
2%
1%
2%
65-74
49%
25%
18%
3%
2%
1%
2%
75 y ms
57%
25%
12%
1%
4%
1%
ABC1
40%
31%
22%
3%
2%
1%
2%
C2
46%
26%
17%
5%
2%
3%
1%
C3
47%
26%
19%
4%
2%
1%
3%
55%
24%
16%
1%
2%
1%
2%
NORTE
56%
24%
10%
3%
2%
2%
5%
C. NORTE
56%
22%
17%
1%
1%
1%
3%
RM
46%
26%
19%
4%
2%
2%
1%
C. SUR
45%
28%
20%
1%
2%
1%
3%
SUR
52%
24%
18%
2%
2%
1%
3%
Alexis Snchez
47
Claudio Bravo
17
Arturo Vidal
15
Gary Medel
Charles Arnguiz
Johnny Herrera
Diego Snchez
Ninguno
Alexis
Snchez
Claudio
Bravo
Arturo
Vidal
Gary
Medel
Jorge
Valdivia
Ninguno
Eduardo
Vargas
Charles
Arnguiz
Johnny
Herrera
TOTAL
47%
17%
15%
8%
3%
3%
2%
1%
1%
HOMBRE
54%
15%
12%
7%
3%
2%
2%
2%
1%
MUJER
39%
19%
18%
9%
2%
4%
3%
1%
1%
15-24
46%
19%
13%
8%
1%
2%
4%
2%
1%
25-34
46%
18%
13%
7%
4%
2%
3%
1%
2%
35-44
53%
12%
16%
9%
1%
2%
2%
2%
0%
45-54
41%
18%
17%
12%
3%
2%
3%
0%
1%
55-64
45%
17%
18%
8%
2%
4%
1%
1%
1%
65-74
48%
22%
10%
6%
3%
5%
1%
2%
1%
75 y ms
50%
14%
15%
2%
8%
4%
2%
0%
ABC1
46%
20%
13%
7%
3%
5%
2%
1%
1%
C2
52%
19%
12%
7%
2%
2%
2%
1%
0%
C3
45%
19%
15%
8%
3%
3%
3%
2%
1%
45%
14%
17%
9%
3%
2%
2%
1%
1%
NORTE
48%
16%
12%
6%
3%
5%
2%
2%
0%
C. NORTE
47%
17%
11%
8%
4%
5%
1%
1%
2%
RM
45%
18%
17%
9%
3%
1%
2%
1%
1%
C. SUR
49%
16%
14%
8%
2%
4%
2%
1%
1%
SUR
52%
13%
14%
9%
1%
4%
3%
1%
1%
16%
6%
23%
11%
11%
6%
24%
16%
17%
28%
No me gusta el ftbol
10%
34%
8%
7%
20%
25%
22%
26%
22%
15%
%
Dato 2014
SEGN EDAD
TOTAL
15-24
25-34
35-44
45-54
55-64
22%
17%
23%
26%
28%
25%
16%
15%
No me gusta el ftbol
22%
21%
15%
19%
19%
34%
31%
23%
20%
18%
20%
21%
22%
12%
21%
30%
17%
17%
18%
19%
17%
13%
15%
18%
11%
16%
13%
9%
8%
11%
6%
9%
8%
11%
11%
6%
6%
6%
11%
4%
65-74 75 Y MS
SEGN GSE
TOTAL
ABC1
C2
C3
22%
26%
22%
25%
20%
No me gusta el ftbol
22%
25%
24%
24%
19%
20%
21%
20%
20%
19%
17%
15%
18%
16%
17%
11%
7%
6%
9%
16%
8%
6%
9%
7%
10%
SEGN ZONA
TOTAL
NORTE
C. NORTE
RM
C. SUR
SUR
22%
27%
26%
19%
24%
32%
No me gusta el ftbol
22%
18%
20%
24%
24%
14%
20%
23%
20%
20%
17%
21%
17%
13%
13%
18%
16%
21%
11%
9%
14%
11%
13%
6%
8%
10%
7%
9%
6%
7%
Asistencia al estadio
Con amigos
43
S
10%
22
Con su hijo/hija
21
Con su pareja
NO
90%
Solo
15
INFELIZ
NOTAS 1 a 4
MEDIANAMENTE FELIZ
9%
23%
2014: 15%
NOTAS 5
FELIZ
NOTAS 6 y 7
68%
2014: 25%
2014: 60%
EDAD
SEXO
70
Hombre
77
65
Mujer
68
66
62
65
62
25-34
35-44
45-54
55-64
65-74
75 y ms
GSE
83
ABC1
15-24
67
ZONA
71
71
C2
C3
60
69
65
69
NORTE
GRANDE
CENTRO
NORTE
RM
63
CENTRO SUR
71
SUR
100%
75%
54
58
57
2007
2008
66
64
62
60
2009
2011
2012
68
60
50%
25%
0%
2006
2011
70
62
58
60
62 61
63
67
65
61
57
2013
2014
2014
2015
2015
77
75
68
2012
2013
60
70
67
68
63
59
59
68
66
61
57
67
60
66
62
61
57
57
57 56
65 66
65
49
Hombre
Mujer
15-24
25-34
35-44
45-54
62
59 59
49
55-64
65-74
75 y ms
2011
2012
2013
2014
2015
83
76
74
71 70
72
71
69
65
62
71
65
64
64 64 65
63
60
59 59
55
ABC1
C2
53
C3
67
61
67
64 63
60
59 58
59
51
NORTE
SUR
69
67
66
RM
Satisfaccin Dimensiones
78
75
75
Su relacin de pareja
74
71
66
66
64
62
59
50
48
45
43
Su Sueldo o ingresos
36
La seguridad ciudadana
0%
25
25%
50%
75%
100%
Satisfaccin Dimensiones
2011
66
43 40 45
52 50
Disponibilidad y
aprovechamiento
del tiempo libre
70 75
60
54 58
78
72 75
68
67
74
54 50 51
52
Su relacin de
pareja
62 61 60
Relacin con su
familia
60
64
45 49
El tipo de trabajo o
cargo que
desempea
71 71
52 50 48
37
26 29
36 36
Sueldo o
ingresos
23
54 55 58
2012
2013
2015
62 66
40
Estado de salud
fsica y mental
59 59 62
2014
33 32
40
45
Su situacin
econmica
70 75
52
48 49
55 59
Aspecto o
apariencia fsica
66 66
43
25 29 25
16
La seguridad
ciudadana
El barrio o
localidad
donde vive
La vivienda
donde vive
Satisfaccin Dimensiones
SEGN SEXO
TOTAL
HOMBRE
MUJER
78%
78%
79%
75%
77%
74%
75%
74%
75%
Su relacin de pareja
74%
77%
71%
71%
73%
69%
66%
70%
63%
66%
67%
65%
64%
65%
63%
62%
62%
62%
59%
62%
55%
50%
52%
49%
48%
49%
46%
45%
44%
45%
43%
45%
42%
Su Sueldo o ingresos
36%
37%
35%
La seguridad ciudadana
25%
26%
24%
Satisfaccin Dimensiones
SEGN EDAD
75 y
ms
78%
80%
73%
81%
79%
82%
74%
77%
75%
70%
78%
76%
74%
79%
76%
72%
75%
69%
70%
73%
77%
81%
79%
60%
Su relacin de pareja
74%
74%
75%
77%
67%
76%
79%
65%
71%
85%
71%
73%
65%
66%
59%
57%
66%
75%
68%
71%
65%
61%
57%
46%
66%
80%
76%
66%
61%
58%
56%
42%
64%
60%
66%
64%
67%
64%
55%
76%
62%
65%
59%
59%
60%
64%
68%
64%
59%
73%
55%
58%
55%
58%
53%
46%
50%
62%
47%
43%
42%
48%
61%
58%
48%
46%
42%
46%
46%
57%
51%
58%
45%
50%
49%
46%
40%
41%
41%
35%
43%
51%
43%
41%
39%
41%
46%
46%
Su Sueldo o ingresos
36%
34%
45%
37%
34%
36%
33%
26%
La seguridad ciudadana
25%
26%
21%
23%
26%
31%
28%
19%
Satisfaccin Dimensiones
SEGN GSE
TOTAL
ABC1
C2
C3
78%
86%
78%
78%
77%
75%
83%
84%
75%
69%
75%
86%
81%
75%
68%
Su relacin de pareja
74%
81%
78%
78%
66%
71%
84%
76%
76%
60%
66%
80%
69%
73%
56%
66%
78%
73%
72%
56%
64%
78%
67%
65%
58%
62%
84%
75%
62%
49%
59%
79%
63%
61%
49%
50%
61%
58%
48%
44%
48%
75%
58%
44%
38%
45%
74%
58%
42%
31%
43%
67%
53%
41%
34%
Su Sueldo o ingresos
36%
65%
47%
32%
25%
La seguridad ciudadana
25%
36%
35%
23%
19%
Satisfaccin Dimensiones
SEGN ZONA
TOTAL
78%
73%
75%
RM
C.SUR
SUR
82%
80%
74%
77%
65%
78%
76%
73%
79%
75%
65%
76%
76%
75%
72%
Su relacin de pareja
74%
62%
74%
77%
69%
75%
71%
66%
74%
70%
71%
74%
66%
59%
61%
71%
61%
66%
66%
63%
71%
65%
70%
67%
64%
58%
66%
66%
58%
66%
62%
56%
68%
61%
66%
59%
59%
54%
56%
62%
53%
57%
50%
49%
57%
51%
44%
48%
48%
41%
46%
45%
59%
54%
45%
49%
47%
44%
43%
43%
43%
40%
48%
43%
47%
39%
Su Sueldo o ingresos
36%
44%
38%
34%
35%
40%
La seguridad ciudadana
25%
25%
34%
21%
29%
33%
NORTE C.NORTE
Nivel de Estrs
MUY ESTRESADO
NOTAS 4 y 5
MEDIANAMENTE ESTRESADO
NOTAS 3
MUY NOTAS
RELAJADO
1y 2
39%
28%
33%
2014: 26%
2014: 39%
2014: 35%
Nivel de Estrs
EDAD
SEXO
2014
52
42
35
35
29
23
Hombre
Mujer
28
23
20
15-24
45
39
25-34
26
35-44
25
45-54
GSE
36
24
ABC1
C2
19
55-64
37
35
14
65-74
75 y ms
ZONA
43
39
34
26
40
2015
25
C3
27
31
NORTE
GRANDE
40
40
36
27
CENTRO
NORTE
34
37
33
39
22
RM
CENTRO SUR
SUR
Nivel de Estrs
Escucho msica
30
Duermo
29
23
Nada
15
Hago deporte
14
13
Fumo
11
Como
Tengo sexo
Salgo de compras
Tomo alcohol
Juego video juegos
Otros
6
4
3
10
Nivel de Estrs
SEGN SEXO
TOTAL
HOMBRE
MUJER
Escucho msica
30%
31%
30%
Duermo
29%
28%
30%
23%
25%
21%
Nada
15%
14%
17%
Hago deporte
14%
20%
7%
13%
14%
12%
Fumo
11%
12%
10%
Otros
10%
9%
11%
Como
7%
6%
7%
Tengo sexo
6%
9%
4%
Salgo de compras
6%
3%
8%
Tomo alcohol
4%
6%
2%
3%
5%
1%
Nivel de Estrs
SEGN EDAD
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
Escucho msica
30%
43%
33%
29%
29%
21%
23%
22%
Duermo
29%
31%
27%
36%
29%
24%
29%
20%
23%
19%
23%
22%
25%
23%
27%
27%
Nada
15%
9%
7%
6%
20%
22%
29%
43%
Hago deporte
14%
25%
20%
13%
10%
9%
1%
4%
13%
27%
22%
6%
8%
6%
6%
4%
Fumo
11%
11%
11%
18%
11%
6%
5%
4%
Otros
10%
6%
9%
7%
13%
18%
11%
7%
Como
7%
11%
8%
9%
5%
2%
3%
1%
Tengo sexo
6%
6%
15%
5%
6%
3%
1%
2%
Salgo de compras
6%
5%
5%
8%
5%
3%
8%
9%
Tomo alcohol
4%
7%
6%
4%
1%
1%
1%
4%
3%
10%
4%
2%
1%
2%
0%
0%
Nivel de Estrs
SEGN GSE
TOTAL
ABC1
C2
C3
Escucho msica
30%
28%
38%
34%
22%
Duermo
29%
32%
32%
30%
26%
23%
20%
20%
27%
22%
Nada
15%
14%
7%
11%
24%
Hago deporte
14%
27%
15%
14%
9%
13%
15%
19%
13%
9%
Fumo
11%
9%
14%
8%
11%
Otros
10%
12%
8%
11%
10%
Como
7%
9%
9%
7%
4%
Tengo sexo
6%
10%
6%
6%
6%
Salgo de compras
6%
5%
7%
6%
5%
Tomo alcohol
4%
2%
6%
3%
4%
3%
7%
4%
3%
2%
Nivel de Estrs
SEGN ZONA
TOTAL
NORTE
C. NORTE
RM
C. SUR
SUR
Escucho msica
30%
29%
28%
29%
31%
37%
Duermo
29%
21%
25%
29%
37%
36%
23%
20%
32%
17%
33%
32%
Nada
15%
12%
13%
21%
6%
5%
Hago deporte
14%
18%
12%
12%
15%
19%
13%
19%
15%
9%
14%
25%
Fumo
11%
9%
11%
10%
10%
19%
Otros
10%
12%
10%
10%
10%
10%
Como
7%
9%
11%
3%
13%
9%
Tengo sexo
6%
10%
4%
5%
6%
12%
Salgo de compras
6%
9%
9%
4%
8%
7%
Tomo alcohol
4%
7%
5%
2%
4%
8%
3%
3%
6%
3%
3%
5%
Hbitos y Costumbres
TOTAL
SEXO
66
Hombre
61
62
60
58
61
Mujer
15-24
25-34
35-44
45-54
26%
63%
Muy Saludable (4 y 5)
75
ABC1
65
65
C2
C3
68
55-64
65-74
77
75 y ms
ZONA
GSE
10% Poco Saludable (1 y 2)
70
58
66
64
NORTE CENTRO
GRANDE NORTE
65
RM
58
59
CENTRO
SUR
SUR
Vida Saludable
2015
2014
Total Pas
2015
59
66
61
59
C3
15-24
62
61
35-44
45-54
60
58
58
66
56
64
63
Centro Norte
RM
63
57
59
70
58
Centro Sur
68
67
65-74
53
61
55-64
75 y ms
65
56
Norte Grande
58
57
54
65
67
C2
Mujer
25-34
75
74
ABC1
63
59
Hombre
2014
77
Sur
49
65
62
59
Hbitos y Costumbres
72
65
62
58
61
52
60
54
55
56
2015
51
48
25%
50%
2014
75%
100%
Hbitos y Costumbres
49
47
45
41
45
37
42
43
42
40
2015
40
2014
37
0%
25%
50%
75%
100%
Hbitos y Costumbres
40
39
40
33
37
36
37
38
37
31
2015
31
30
25%
2014
50%
75%
100%
Hbitos y Costumbres
30
33
28
32
26
26
19
17
2015
17
2014
25%
50%
75%
100%
Hbitos y Costumbres
SEGN SEXO
TOTAL
HOMBRE
MUJER
72%
69%
75%
62%
59%
64%
61%
59%
64%
60%
64%
57%
55%
53%
56%
51%
49%
53%
49%
48%
51%
45%
49%
41%
45%
44%
46%
42%
46%
39%
42%
37%
46%
40%
38%
43%
Hbitos y Costumbres
SEGN SEXO
TOTAL
HOMBRE
MUJER
40%
36%
44%
40%
40%
40%
37%
31%
44%
37%
31%
43%
37%
32%
41%
31%
23%
38%
30%
37%
23%
28%
23%
33%
26%
24%
27%
19%
18%
20%
17%
17%
18%
Hbitos y Costumbres
SEGN EDAD
Como con frecuencia frutas y verduras
Consumo con frecuencia lcteos
Prefiero la calidad por sobre la cantidad
Siento que descanso la mayora de las noches
Me preocupo de mantenerme hidratado tomando al
menos dos litros de agua
Tengo horarios bien establecidos para mis comidas
diarias
Consumo pescado por lo menos una vez por semana
Prefiero la comida sabrosa ms que la comida sana
Entiendo lo que dicen los rotulados de los envases de
los productos que consumo
Acostumbro a picotear entre comidas
Evito los alimentos con grasas trans o con
demasiadas grasas saturadas
Me preocupo de mantener normales mis niveles de
colesterol en la sangre
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y
ms
72%
69%
65%
67%
78%
77%
81%
81%
62%
72%
56%
61%
58%
61%
60%
57%
61%
57%
60%
58%
65%
69%
66%
54%
60%
67%
51%
56%
58%
64%
65%
72%
55%
48%
61%
54%
55%
56%
55%
51%
51%
39%
42%
53%
54%
55%
63%
77%
49%
40%
48%
46%
55%
55%
54%
56%
45%
53%
41%
48%
47%
36%
42%
45%
45%
40%
54%
41%
47%
46%
46%
31%
42%
52%
48%
41%
43%
40%
29%
20%
42%
31%
42%
41%
45%
52%
39%
47%
40%
29%
31%
34%
41%
56%
55%
67%
Hbitos y Costumbres
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y
ms
40%
32%
39%
29%
46%
53%
44%
52%
40%
30%
40%
33%
44%
51%
43%
44%
37%
26%
33%
34%
45%
49%
40%
45%
37%
19%
24%
29%
43%
55%
64%
64%
37%
28%
46%
37%
39%
39%
31%
32%
31%
51%
51%
36%
22%
9%
5%
4%
30%
45%
38%
28%
23%
24%
13%
18%
28%
24%
28%
24%
34%
28%
26%
40%
26%
22%
24%
22%
29%
29%
27%
31%
19%
11%
13%
22%
26%
26%
11%
31%
17%
17%
23%
18%
20%
17%
8%
5%
SEGN EDAD
Me preocupo de las enfermedades que me puedan
provocar los alimentos que consumo
Cuando compro alimentos priorizo la calidad
nutricional antes que el precio
Prefiero consumir endulzantes con cero aporte de
caloras en vez de azcar
Hbitos y Costumbres
SEGN GSE
TOTAL
ABC1
C2
C3
72%
78%
72%
71%
71%
62%
71%
63%
58%
60%
61%
71%
68%
63%
54%
60%
67%
62%
56%
61%
55%
63%
60%
56%
48%
51%
56%
52%
50%
50%
49%
61%
53%
51%
43%
45%
34%
46%
45%
48%
45%
69%
53%
47%
31%
42%
36%
48%
42%
41%
42%
57%
49%
41%
34%
40%
55%
44%
38%
36%
Hbitos y Costumbres
SEGN GSE
TOTAL
ABC1
C2
C3
40%
42%
44%
39%
38%
40%
60%
49%
36%
32%
37%
48%
44%
37%
31%
37%
52%
34%
39%
33%
37%
50%
41%
35%
32%
31%
33%
39%
31%
24%
30%
41%
32%
32%
24%
28%
33%
32%
26%
27%
26%
32%
33%
23%
22%
19%
20%
25%
18%
16%
17%
11%
21%
20%
15%
Hbitos y Costumbres
SEGN ZONA
TOTAL
NORTE C.NORTE
RM
C.SUR
SUR
72%
57%
72%
78%
67%
66%
62%
58%
63%
62%
66%
51%
61%
44%
51%
69%
59%
50%
60%
54%
55%
64%
57%
61%
55%
52%
50%
58%
56%
40%
51%
40%
47%
54%
52%
45%
49%
41%
50%
53%
47%
39%
45%
38%
40%
48%
42%
46%
45%
32%
34%
51%
40%
46%
42%
42%
47%
44%
39%
32%
42%
36%
39%
43%
46%
37%
40%
39%
36%
40%
45%
40%
Hbitos y Costumbres
SEGN ZONA
TOTAL
NORTE C.NORTE
RM
C.SUR
SUR
40%
39%
37%
41%
43%
37%
40%
28%
34%
45%
35%
37%
37%
29%
36%
38%
42%
37%
37%
34%
41%
37%
42%
24%
37%
26%
26%
44%
29%
35%
31%
28%
27%
29%
37%
37%
30%
31%
28%
30%
27%
35%
28%
29%
29%
27%
29%
31%
26%
27%
27%
24%
30%
27%
19%
26%
21%
16%
21%
26%
17%
22%
17%
15%
23%
19%
Alimentacin Saludable
94
91
Consumir lcteos
74
73
38
38
27
Dieta continua
18
Comida cara
17
Pasar hambre
Stress y andar de mal humor por no poder
comer lo que quiero
10
0%
42
43
2014
34
23
21
17
15
25%
50%
2015
75%
100%
Alimentacin Saludable
SEGN SEXO
TOTAL
HOMBRE
MUJER
94%
93%
95%
84%
81%
87%
80%
78%
82%
74%
68%
81%
42%
38%
46%
38%
35%
42%
Dieta continua
27%
27%
28%
Comida cara
18%
20%
17%
17%
15%
19%
Pasar hambre
11%
11%
12%
10%
9%
12%
Alimentacin Saludable
SEGN EDAD
TOTAL
15-24
25-34
35-44
45-54
55-64
94%
93%
94%
94%
96%
95%
97%
84%
84%
84%
83%
89%
88%
84%
81%
69%
80%
83%
83%
75%
86%
78%
76%
76%
74%
66%
73%
81%
78%
81%
65%
68%
42%
40%
40%
50%
49%
47%
23%
22%
38%
38%
37%
43%
42%
39%
33%
25%
Dieta continua
27%
24%
32%
34%
27%
31%
14%
18%
Comida cara
18%
17%
20%
19%
18%
19%
12%
25%
17%
21%
16%
18%
18%
19%
8%
10%
Pasar hambre
11%
11%
12%
12%
12%
12%
9%
11%
10%
9%
11%
13%
10%
12%
6%
7%
65-74 75 y ms
Alimentacin Saludable
SEGN GSE
TOTAL
ABC1
C2
C3
94%
93%
94%
95%
94%
84%
89%
85%
88%
80%
80%
79%
85%
82%
77%
74%
80%
76%
76%
70%
42%
45%
48%
42%
38%
38%
28%
36%
39%
42%
Dieta continua
27%
29%
22%
27%
31%
Comida cara
18%
17%
19%
16%
20%
17%
11%
18%
16%
19%
Pasar hambre
11%
8%
11%
13%
11%
10%
7%
11%
12%
9%
Alimentacin Saludable
SEGN ZONA
TOTAL
NORTE C.NORTE
RM
C.SUR
SUR
94%
89%
94%
96%
93%
94%
84%
73%
77%
87%
87%
89%
80%
74%
72%
83%
79%
84%
74%
62%
68%
78%
73%
75%
42%
32%
31%
46%
42%
44%
38%
44%
37%
41%
27%
40%
Dieta continua
27%
28%
25%
29%
27%
24%
Comida cara
18%
25%
24%
15%
22%
18%
17%
25%
15%
14%
20%
24%
Pasar hambre
11%
17%
15%
8%
13%
16%
10%
14%
14%
7%
12%
15%
Comidas
93
93
Almuerzo
92
90
Desayuno
76
74
Once
Colacin media maana
29
33
33
Cena
22
Once / comida
20
Picoteo
Semana
28
Fin de Semana
25
15
13
Aperitivo
0%
34
15
25%
50%
75%
100%
Comidas
Almuerzo Desayuno
Once
Colacin
media
maana
Cena
Once /
comida
Picoteo
Colacin
de media Aperitivo
tarde
35-44
93%
94%
93%
94%
92%
94%
92%
90%
94%
85%
86%
95%
76%
74%
78%
80%
82%
69%
34%
35%
33%
40%
39%
36%
33%
38%
28%
34%
26%
33%
22%
24%
20%
26%
21%
23%
20%
22%
18%
24%
24%
23%
15%
17%
13%
20%
16%
21%
8%
11%
5%
11%
9%
11%
45-54
91%
95%
74%
31%
33%
17%
19%
12%
6%
55-64
94%
98%
69%
31%
32%
19%
14%
12%
7%
65-74
C3
95%
97%
97%
94%
90%
100%
96%
97%
95%
92%
79%
74%
62%
71%
72%
29%
19%
37%
39%
37%
48%
25%
41%
31%
31%
23%
29%
19%
20%
27%
18%
5%
12%
23%
23%
9%
5%
20%
16%
21%
5%
1%
10%
12%
8%
94%
90%
85%
29%
33%
21%
18%
10%
5%
NORTE
87%
96%
93%
94%
96%
96%
94%
90%
96%
91%
70%
88%
74%
88%
53%
48%
36%
36%
28%
18%
31%
27%
38%
20%
36%
24%
11%
23%
16%
45%
14%
14%
25%
16%
11%
11%
15%
16%
18%
8%
7%
3%
11%
4%
7%
TOTAL
HOMBRE
MUJER
15-24
25-34
75 y ms
ABC1
C2
C. NORTE
RM
C. SUR
SUR
Comidas
TOTAL
93%
90%
74%
33%
Colacin
media
maana
29%
HOMBRE
94%
87%
72%
37%
30%
28%
27%
18%
14%
MUJER
92%
92%
76%
28%
29%
28%
23%
13%
13%
15-24
93%
83%
73%
36%
33%
34%
28%
20%
17%
25-34
94%
86%
78%
27%
24%
21%
29%
14%
13%
35-44
93%
90%
75%
36%
36%
30%
33%
21%
17%
45-54
87%
90%
70%
31%
28%
30%
22%
13%
13%
55-64
95%
96%
69%
34%
24%
21%
19%
14%
11%
65-74
96%
98%
80%
42%
35%
28%
21%
10%
9%
75 y ms
95%
96%
75%
20%
22%
31%
10%
5%
6%
ABC1
98%
93%
62%
39%
33%
23%
22%
22%
19%
C2
94%
93%
69%
40%
42%
27%
27%
19%
15%
C3
86%
90%
73%
34%
28%
40%
30%
16%
15%
95%
87%
81%
26%
23%
22%
22%
11%
10%
NORTE
85%
86%
63%
30%
42%
34%
24%
15%
12%
C. NORTE
96%
90%
84%
26%
26%
13%
20%
8%
7%
RM
92%
91%
75%
38%
31%
31%
29%
20%
15%
C. SUR
95%
87%
83%
20%
27%
16%
21%
9%
17%
SUR
95%
89%
50%
34%
17%
50%
14%
7%
9%
Almuerzo Desayuno
Once
Cena
Once /
comida
Picoteo
28%
25%
Colacin
Aperitivo de media
tarde
15%
13%
Semana
Fin de semana
50%
38
40%
33
30%
20%
11
10
10%
0%
19
19
17
6
0
0
2
1
3
11
7
0
5
10
11
0
12
13
0
14
0
16
0
18
SEXO
59
48
51
32
27
Hombre
37
32
38
38
Mujer
37
15-24
42
2013
2014
28
45-54
55-64
18
18
65-74
75 y ms
ZONA
45
40
30
2012
35-44
GSE
50
2011
25-34
30
32
37
38
RM
CENTRO
SUR
43
2015
ABC1
C2
C3
NORTE CENTRO
GRANDE NORTE
SUR
Qu deporte practica?
FRECUENCIA (VECES/MES)
Base: Entrevistados que practica cada deporte
35
41
20
23
12
10
14
15
17
Trote / Running
13
13
Gimnasio
Trekking / caminata
14
10
4
3
Natacin
Yoga
2
3
Tenis
2
3
Deportes extremos
2
1
1
1
Pilates
1
1
2015
Escalada
1
1
2014
Paddle
0
0
Otro
6
0%
16
25%
50%
75%
100%
Otro
Trote /
Running
Baile
Trekking
entreteni
/
Gimnasio
Natacin
do/
caminata
Zumba
Tenis
Yoga
Artes
Deportes
Marciales
extremos
/ Boxeo
Pilates
Escalada
TOTAL
35%
20%
16%
15%
14%
13%
10%
4%
2%
2%
2%
1%
1%
1%
HOMBRE
53%
20%
17%
16%
10%
9%
1%
3%
3%
0%
2%
2%
0%
0%
MUJER
2%
21%
13%
14%
21%
20%
26%
5%
1%
4%
0%
0%
3%
1%
15-24
49%
20%
17%
18%
8%
13%
6%
4%
4%
1%
4%
1%
1%
2%
25-34
38%
24%
9%
18%
16%
13%
10%
3%
1%
2%
1%
3%
1%
0%
35-44
33%
16%
12%
13%
10%
21%
19%
2%
1%
1%
0%
2%
1%
0%
45-54
23%
17%
11%
15%
23%
13%
11%
10%
4%
2%
0%
0%
0%
2%
55-64
21%
30%
21%
12%
10%
7%
11%
4%
1%
7%
0%
0%
2%
0%
65-74
5%
17%
31%
0%
34%
8%
9%
1%
6%
1%
0%
0%
2%
0%
75 y ms
12%
0%
60%
6%
12%
0%
15%
0%
0%
1%
0%
0%
3%
0%
ABC1
26%
22%
11%
17%
18%
25%
11%
6%
6%
8%
2%
3%
4%
1%
C2
37%
21%
9%
15%
16%
17%
13%
9%
2%
2%
1%
1%
1%
0%
C3
37%
19%
17%
15%
9%
14%
9%
1%
3%
1%
2%
2%
1%
0%
35%
19%
22%
14%
15%
4%
9%
2%
0%
0%
1%
0%
0%
2%
NORTE
54%
19%
12%
17%
12%
17%
10%
4%
2%
3%
3%
1%
2%
1%
C. NORTE
38%
16%
11%
16%
20%
12%
17%
3%
4%
3%
2%
1%
1%
3%
RM
27%
22%
16%
14%
14%
13%
9%
4%
3%
2%
1%
2%
1%
0%
C. SUR
41%
24%
13%
19%
15%
12%
12%
3%
2%
2%
1%
1%
0%
2%
SUR
42%
12%
27%
13%
10%
12%
9%
4%
0%
1%
2%
0%
3%
0%
2011
57 55
61
2012
2013
2014
2015
64 65
50
47
40
35
30
25 27 27
27 26 26 25
25
20
15
10 12 11
8 8
Desarrollar ms
habilidades
8 6
Mejorar mi salud
Para relajarme
Otros: 3%
Base: Total entrevistados que hacen deporte 1432 casos
Mejorar mi
salud /
mantenerme
saludable
Quiero verme
Desarrollar ms
Para relajarme,
Slo por hobbie,
bien, sentirme
habilidades,
Para tener una
desconectarme,
porque me
atractivo, por
entrenar,
mejor vejez
distraerme
gusta
esttica
mejorar
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
65%
59%
75%
55%
67%
66%
77%
71%
64%
69%
72%
69%
63%
60%
65%
40%
39%
43%
42%
37%
51%
42%
31%
32%
37%
50%
50%
40%
29%
37%
27%
22%
36%
32%
27%
36%
25%
17%
7%
6%
30%
35%
31%
16%
20%
25%
31%
14%
30%
24%
17%
24%
19%
30%
26%
25%
21%
23%
29%
36%
11%
13%
8%
18%
7%
9%
10%
5%
2%
16%
13%
17%
10%
6%
12%
8%
7%
10%
4%
6%
7%
13%
14%
28%
14%
15%
10%
3%
9%
7%
C. NORTE
63%
39%
26%
30%
9%
6%
RM
65%
64%
65%
40%
40%
51%
30%
20%
31%
18%
24%
41%
10%
10%
17%
7%
9%
17%
C. SUR
SUR
45
No me queda tiempo
32
54
42
45%
45%
18
18
7
7
43%
5
6
No lo necesito
3
3
2
2
1
1
0%
40%
2015
2014
25%
50%
75%
100%
17%
No me
queda
tiempo
No me
motiva
hacer
deporte
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
45%
45%
45%
43%
55%
57%
55%
38%
32%
7%
58%
54%
52%
34%
27%
42%
43%
40%
46%
39%
42%
45%
44%
34%
35%
31%
36%
44%
45%
45%
18%
20%
17%
9%
10%
8%
11%
22%
37%
56%
13%
18%
13%
22%
21%
7%
8%
7%
11%
6%
4%
6%
8%
9%
10%
12%
5%
8%
7%
13%
5%
2%
7%
7%
5%
6%
7%
3%
3%
5%
5%
6%
6%
4%
8%
3%
2%
3%
7%
2%
3%
2%
3%
0%
2%
1%
1%
4%
3%
3%
2%
1%
2%
3%
3%
3%
2%
1%
0%
1%
1%
1%
2%
2%
2%
Para hacer
deporte me
tendra que
desplazar
mucho
1%
1%
1%
2%
1%
0%
0%
1%
1%
3%
1%
1%
1%
1%
3%
C. NORTE
37%
38%
19%
12%
4%
4%
2%
2%
RM
49%
48%
47%
40%
48%
42%
18%
16%
14%
6%
7%
5%
3%
8%
9%
2%
2%
6%
%
4%
8%
%
1%
2%
C. SUR
SUR
No tengo a
No tengo el
nadie que
estado fsico
me
necesario
acompae
No lo
necesito
No tengo
Hacer
dnde hacer deporte es
deporte
muy caro
Apariencia Fsica
Total
Hombres
Mujeres
64
40
32
42
40
39
27
26
26
16
14
Echarse crema en
la cara o cuerpo
Comprar ropa
Nada
32
21
25
39
20
9
Comprar perfumes
20
25
14
Cuidarse el pelo
con productos
Utilizar Maquillaje
Ir a la Peluquera
34
18
13
2
Depilarse
18
9
Ir al gimnasio /
deporte
11
Hacer Dieta
11
Blanqueamiento
dental
Tratamientos
estticos (en centros
de esttica)
Apariencia Fsica
Echarse
crema en
la cara o
cuerpo
Comprar
ropa
Nada
NORTE
40%
16%
64%
37%
45%
42%
45%
38%
38%
24%
48%
49%
38%
36%
38%
32%
26%
39%
45%
39%
38%
26%
27%
19%
8%
33%
43%
31%
27%
30%
27%
40%
14%
15%
15%
26%
29%
33%
45%
55%
18%
17%
25%
38%
26%
26%
21%
32%
31%
25%
29%
32%
17%
24%
12%
32%
29%
26%
23%
25%
25%
9%
42%
18%
32%
30%
26%
26%
22%
13%
29%
26%
24%
25%
23%
20%
1%
39%
24%
28%
18%
17%
17%
17%
8%
24%
26%
20%
15%
24%
20%
14%
25%
15%
22%
21%
25%
15%
23%
16%
30%
24%
19%
16%
19%
18%
2%
34%
20%
24%
23%
22%
5%
13%
1%
21%
25%
19%
12%
24%
C. NORTE
42%
34%
27%
29%
21%
22%
19%
RM
38%
31%
29%
25%
26%
18%
C. SUR
43%
31%
28%
23%
23%
SUR
48%
45%
18%
35%
34%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
Cuidarse
Ir al
Comprar
Utilizar
Ir a la
el pelo con
Depilarse gimnasio /
perfumes
Maquillaje Peluquera
productos
deporte
Hacer
Dieta
Manicure
/ hacerse
las manos
13%
18%
9%
22%
23%
15%
10%
7%
1%
0%
28%
15%
14%
8%
12%
9%
7%
11%
8%
18%
11%
9%
3%
7%
0%
13%
11%
7%
9%
9%
6%
2%
11%
8%
11%
6%
3%
4%
7%
0%
13%
8%
6%
4%
9%
17%
11%
6%
5%
18%
15%
14%
8%
6%
19%
21%
24%
12%
9%
5%
23%
29%
24%
15%
19%
7%
Cuidado personal
Jabn
95
Desodorante
85
Shampoo
81
Perfume o colonia
57
Blsamo
45
Crema facial
33
Crema corporal
27
20
Bloqueador solar
19
Maquillaje
16
15
Productos de limpieza
Otra crema
Producto de tratamiento
Ninguna
Base: Forma B 1889 casos
6
1
Cuidado personal
Perfume
Jabn Desodorante Shampoo
colonia
Blsamo
Crema
facial
Productos
Crema Talco para Bloquead
para
Maquillaje
corporal
pies
or solar
afeitar o
depilar
NORTE
95%
94%
96%
92%
96%
95%
96%
94%
98%
99%
98%
94%
95%
94%
93%
85%
85%
84%
85%
87%
84%
85%
80%
89%
74%
82%
87%
86%
83%
80%
81%
83%
79%
81%
81%
90%
82%
75%
83%
67%
89%
89%
87%
72%
83%
57%
49%
65%
65%
59%
62%
58%
50%
49%
34%
59%
67%
64%
47%
62%
45%
30%
59%
50%
50%
61%
41%
40%
30%
16%
52%
49%
53%
35%
52%
33%
11%
56%
26%
32%
34%
40%
44%
28%
27%
40%
37%
37%
27%
27%
27%
10%
43%
29%
29%
33%
27%
23%
18%
16%
34%
31%
30%
21%
25%
20%
24%
17%
26%
22%
19%
26%
11%
17%
10%
20%
19%
29%
16%
26%
19%
13%
26%
25%
18%
23%
17%
24%
8%
11%
35%
18%
20%
16%
20%
16%
1%
31%
21%
17%
20%
13%
12%
6%
15%
20%
22%
16%
12%
22%
15%
27%
3%
17%
14%
13%
18%
12%
15%
14%
21%
16%
17%
11%
13%
C. NORTE
93%
84%
82%
63%
43%
32%
26%
27%
10%
20%
11%
RM
95%
86%
79%
52%
45%
38%
30%
17%
25%
14%
16%
C. SUR
94%
85%
85%
68%
46%
29%
24%
24%
13%
19%
13%
SUR
98%
77%
83%
51%
34%
22%
12%
18%
10%
13%
17%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
Peso y Estatura
ESTATURA PROMEDIO
PESO PROMEDIO
1.65 m
1.72 m
1.59 m
72
IMC
26,4
IMC
26,6
IMC
26,3
IMC 2014
26,5
68
IMC 2014
26,29
77
IMC 2014
26,63
SEXO
EDAD
27,6
26,6
26,7
26,3
27,4
27,2
27,2
25,9
23,9
Hombre
Mujer
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ZONA
GSE
26,0
26,4
C2
C3
27,1
26,4
26,8
26,2
26,5
RM
CENTRO SUR
27,3
25,1
ABC1
NORTE
GRANDE
CENTRO
NORTE
SUR
Sobrepeso
TOTAL
EDAD
SEXO
50
47
34
50
48
47
48
26
17
49
45
47
42
Hombre
Mujer
15-24
25-34
35-44
45-54
2013
2014
75 y ms
43
44
36
39
ABC1
C2
C3
35
37
43
44
47
RM
CENTRO
SUR
SUR
2015
65-74
ZONA
GSE
2012
55-64
NORTE CENTRO
GRANDE NORTE
Ud. fuma?
Consumo de Cigarrillo
TOTAL
EDAD
SEXO
44
39
48
38
30
30
29
7
Cigarrillos
16
8
PROMEDIO
41
40
Hombre
42
Mujer
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
34
ZONA
GSE
35
33
C2
C3
37
34
39
34
33
33
RM
CENTRO
SUR
SUR
26
2012
2013
2014
2015
ABC1
NORTE CENTRO
GRANDE NORTE
Consumo de Alcohol
TOTAL
SEXO
77
73
75
63
56
50
49
49
35
Hombre
63
59
Mujer
15-24
66
2014
55-64
65-74
75 y ms
ZONA
65
62
62
57
2013
45-54
GSE
61
2012
35-44
61
59
53
2011
25-34
61
62
56
2015
ABC1
C2
C3
NORTE CENTRO
GRANDE NORTE
RM
CENTRO
SUR
SUR
Consumo de Alcohol
Cerveza
74
Vino
44
Ron
31
Pisco
18
Vodka
14
Whisky
12
Champagne
Tequila
Otros
Bourbon (Whiskey)
Cachaza
Gin
Brandy/coac
Aguardiente
Consumo 2015
Consumo de Alcohol
2011
7071
74
78
2012
2013
2014
2015
74
47
4244
41
34
43
40
39
33
31
20
2324
27
18
11
Cerveza
Vino
Ron
Pisco
1412
1514
Vodka
11
16
7 9
Whisky
20
12
1011
Champagne
7 6 7
12
Tequila
Consumo de Alcohol
Cerveza
Vino
Ron
Pisco
Vodka
Whisky
Champagne
Tequila
TOTAL
74%
44%
31%
18%
14%
12%
8%
7%
HOMBRE
77%
47%
35%
22%
15%
16%
5%
7%
MUJER
69%
40%
26%
13%
13%
7%
13%
7%
15-24
85%
23%
40%
24%
29%
12%
7%
16%
25-34
82%
30%
41%
19%
17%
16%
7%
9%
35-44
75%
43%
36%
21%
12%
11%
7%
4%
45-54
77%
53%
26%
18%
7%
16%
14%
2%
55-64
61%
71%
17%
13%
8%
7%
13%
5%
65-74
49%
76%
3%
6%
3%
7%
3%
1%
75 y ms
16%
89%
6%
1%
5%
5%
6%
3%
ABC1
66%
48%
31%
25%
14%
23%
15%
8%
C2
73%
41%
34%
20%
20%
16%
9%
7%
C3
77%
38%
32%
18%
14%
10%
9%
7%
74%
50%
30%
15%
11%
9%
5%
7%
NORTE
80%
44%
37%
14%
18%
16%
7%
13%
C. NORTE
71%
41%
38%
21%
21%
10%
7%
15%
RM
72%
44%
32%
16%
13%
11%
8%
3%
C. SUR
78%
43%
28%
23%
13%
18%
11%
12%
SUR
75%
48%
20%
25%
13%
13%
9%
5%
Consumo de Marihuana
TOTAL
EDAD
SEXO
43
38
48
38
24
23
16
Hombre
Mujer
33
ABC1
3 de cada 10 chilenos
consumen marihuana
Base: Total entrevistados 3820 casos
25-34
35-44
45-54
37
C2
55-64
65-74
75 y ms
ZONA
GSE
Si
31%
No
69%
15-24
30
27
C3
31
29
NORTE CENTRO
GRANDE NORTE
34
RM
25
22
CENTRO
SUR
SUR
TOTAL
EDAD
SEXO
78
50
71
54
43
30
Hombre
Mujer
45
2012
41
44
2013
2014
25-34
35-44
45-54
52
52
C2
C3
55-64
10
65-74
75 y ms
ZONA
GSE
47
40
15-24
24
42
48
50
45
50
49
CENTRO
SUR
SUR
2015
ABC1
NORTE CENTRO
GRANDE NORTE
RM
45
Mc Donalds
41
43
Doggis
Telepizza
13
Juan Maestro
13
Pizza Hut
12
14
Platn
11
11
10
Burger King
8
Domin
7
Tarragona
China Wok
17
13
KFC
Pedro Juan y
Diego
20
16
20
11
2015
2014
4
5
54
SEGN SEXO
TOTAL
HOMBRE
MUJER
McDonalds
45%
41%
49%
Doggis
41%
40%
42%
Telepizza
13%
13%
13%
Juan Maestro
13%
14%
12%
Pizza Hut
13%
12%
14%
12%
14%
11%
11%
12%
9%
Burger King
10%
9%
11%
8%
8%
9%
Bravissimo
7%
7%
8%
Tarragona
7%
5%
9%
Shop Dog
6%
7%
4%
Dominos Pizza
5%
4%
5%
Papa Johns
5%
5%
4%
Fuente Alemana
5%
4%
5%
Fritz
4%
5%
3%
China Wok
4%
3%
5%
Pizza Pizza
4%
4%
3%
Lomiton
4%
4%
3%
El Platn
4%
4%
3%
Heladera Savory
3%
3%
4%
Gatsby
3%
3%
3%
SEGN EDAD
TOTAL
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
McDonalds
Doggis
Telepizza
Juan Maestro
Pizza Hut
Kentucky Fried Chicken
Pedro, Juan y Diego
Burger King
Domin
Bravissimo
Tarragona
Shop Dog
Dominos Pizza
Papa Johns
Fuente Alemana
Fritz
China Wok
Pizza Pizza
Lomiton
El Platn
Heladera Savory
Gatsby
45%
41%
13%
13%
13%
12%
11%
10%
8%
7%
7%
6%
5%
5%
5%
4%
4%
4%
4%
4%
3%
3%
47%
47%
14%
19%
12%
16%
10%
11%
6%
7%
4%
5%
4%
5%
3%
4%
3%
4%
4%
2%
4%
3%
50%
39%
11%
9%
14%
10%
13%
11%
9%
7%
9%
5%
6%
5%
4%
6%
5%
3%
2%
6%
3%
2%
44%
40%
15%
9%
13%
13%
10%
6%
12%
7%
11%
9%
4%
6%
3%
3%
2%
2%
6%
4%
3%
4%
30%
31%
17%
14%
15%
10%
14%
8%
6%
8%
4%
2%
5%
2%
9%
2%
7%
8%
4%
3%
1%
3%
46%
43%
6%
13%
8%
9%
5%
4%
4%
8%
6%
8%
5%
7%
11%
4%
10%
3%
2%
3%
7%
5%
46%
20%
9%
3%
27%
4%
12%
23%
41%
10%
1%
0%
3%
0%
4%
2%
0%
6%
5%
4%
3%
0%
5%
25%
12%
12%
7%
0%
3%
0%
5%
0%
0%
0%
11%
0%
0%
0%
31%
8%
4%
0%
0%
20%
SEGN GSE
McDonalds
Doggis
Telepizza
Juan Maestro
Pizza Hut
Kentucky Fried Chicken
Pedro, Juan y Diego
Burger King
Domin
Bravissimo
Tarragona
Shop Dog
Dominos Pizza
Papa Johns
Fuente Alemana
Fritz
China Wok
Pizza Pizza
Lomiton
El Platn
Heladera Savory
Gatsby
TOTAL
ABC1
C2
C3
45%
41%
13%
13%
13%
12%
11%
10%
8%
7%
7%
6%
5%
5%
5%
4%
4%
4%
4%
4%
3%
3%
44%
22%
11%
13%
16%
11%
10%
12%
9%
13%
4%
4%
9%
12%
7%
5%
2%
8%
2%
2%
4%
7%
54%
33%
13%
15%
16%
17%
11%
11%
12%
8%
5%
2%
6%
9%
5%
3%
4%
4%
3%
3%
4%
5%
42%
46%
16%
15%
15%
11%
12%
6%
7%
7%
9%
8%
3%
1%
6%
7%
3%
4%
4%
4%
3%
3%
42%
48%
11%
10%
9%
11%
10%
11%
6%
5%
7%
6%
4%
3%
2%
3%
7%
3%
4%
3%
4%
0%
SEGN ZONA
TOTAL
NORTE
C. NORTE
RM
C. SUR
SUR
McDonalds
Doggis
Telepizza
Juan Maestro
Pizza Hut
Kentucky Fried Chicken
Pedro, Juan y Diego
Burger King
Domin
Bravissimo
Tarragona
Shop Dog
Dominos Pizza
Papa Johns
Fuente Alemana
Fritz
China Wok
Pizza Pizza
Lomiton
El Platn
Heladera Savory
Gatsby
45%
41%
13%
13%
13%
12%
11%
10%
8%
7%
7%
6%
5%
5%
5%
4%
4%
4%
4%
4%
3%
3%
41%
43%
17%
3%
6%
5%
3%
4%
4%
2%
1%
20%
9%
1%
1%
3%
8%
5%
4%
1%
1%
1%
53%
51%
13%
7%
7%
11%
15%
7%
3%
6%
4%
4%
2%
1%
2%
5%
2%
3%
7%
4%
3%
2%
52%
35%
10%
12%
17%
17%
10%
14%
12%
10%
7%
5%
4%
6%
1%
5%
5%
4%
3%
2%
3%
5%
32%
52%
18%
15%
11%
6%
10%
6%
5%
5%
11%
1%
7%
6%
21%
3%
4%
3%
2%
8%
2%
3%
23%
40%
18%
36%
12%
10%
18%
2%
3%
3%
9%
6%
4%
1%
0%
3%
0%
0%
3%
7%
10%
1%
CALIDAD DE VIDA
Medios de Transporte
RM
REGIONES
51
52
Buses transantiago
40
Metro
26
Auto particular
30
13
13
Caminar
Buses urbanos
dentro de su ciudad
Moto
2
2
Otro
1
2
22
En promedio los
santiaguinos utilizan el
Metro 8 veces a la semana.
75% en Horario punta y
40% en Horario Valle.
41
10
6
Bicicleta
25
20
Taxi o colectivo
Taxi o colectivo
29
26
Auto particular
Caminar
6
5
Bicicleta
Buses interurbanos
entre ciudades
49
36
Buses transantiago
2
2
Moto
Otro
Metro
1
1
7
6
27
2015
2014
Medios de Transporte
27%
32%
21%
14%
33%
28%
33%
35%
27%
27%
26%
35%
20%
28%
26%
23%
21%
19%
24%
20%
25%
24%
17%
20%
Buses
urbanos
dentro de
su ciudad
20%
18%
22%
25%
23%
17%
14%
19%
25%
19%
64%
35%
23%
13%
24%
17%
15%
30%
25%
30%
18%
15%
17%
28%
24%
15%
18%
18%
10%
16%
22%
23%
16%
8%
10%
15%
18%
20%
19%
17%
11%
16%
15%
13%
5%
0%
5%
6%
6%
7%
7%
4%
3%
5%
5%
6%
0%
4%
1%
1%
3%
2%
NORTE
29%
1%
29%
23%
29%
9%
15%
2%
C. NORTE
29%
26%
27%
30%
1%
51%
3%
0%
41%
5%
35%
37%
24%
13%
20%
22%
24%
4%
20%
30%
2%
6%
9%
4%
12%
0%
7%
6%
2%
2%
3%
1%
Auto
Buses
particular transantiago
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
RM
C. SUR
SUR
Metro
3%
40%
1%
0%
Caminar
Taxi o
colectivo
17%
15%
21%
24%
14%
17%
17%
15%
14%
10%
20%
14%
16%
13%
14%
11%
Buses
interurban
Bicicleta
os entre
ciudades
6%
5%
8%
5%
3%
5%
7%
5%
7%
6%
6%
5%
5%
5%
5%
4%
Moto
2%
3%
1%
2%
4%
3%
0%
1%
Tiempos de Traslado
RM
41
ENTRE 20 Y 40
REGIONES
19%
46%
39%
42%
29%
9%
12%
2%
1%
1%
43
32
MENOS DE 20 MIN
28
19
18
Tiempo promedio de
traslado
RM: 40 minutos
Regiones: 25 minutos
ENTRE 1 Y 2 HORAS
MS DE 2 HORAS
2015
2014
0%
25%
50%
Tiempos de Traslado
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Menos de 20 min
Entre 20 y 40
Entre 40 min y 1
hora
Entre 1 y 2 horas
Ms de 2 horas
32%
30%
35%
38%
25%
35%
28%
31%
38%
32%
32%
25%
34%
35%
47%
41%
42%
39%
38%
42%
39%
46%
38%
36%
51%
44%
43%
42%
37%
0%
19%
20%
17%
19%
20%
18%
14%
26%
24%
11%
20%
23%
18%
17%
9%
7%
7%
8%
5%
11%
8%
9%
3%
3%
5%
3%
8%
5%
10%
3%
1%
1%
1%
0%
2%
1%
2%
0%
0%
1%
1%
1%
1%
1%
1%
34%
19%
47%
57%
51%
39%
41%
32%
10%
29%
8%
8%
2%
12%
3%
2%
3%
1%
0%
0%
Nada
46
36
Escucha radio
10
Juega en su celular
Chatea
Lee
Redes sociales
Dormir
Conversar fsicamente
Estudia
5
1
Nada
Escucha
msica
(mp3 /
celular)
Escucha
radio
Chatea
TOTAL
46%
36%
10%
6%
5%
HOMBRE
40%
40%
13%
6%
MUJER
52%
31%
6%
15-24
18%
70%
25-34
30%
35-44
Juega en
su
celular
Lee
5%
5%
4%
3%
3%
6%
4%
5%
4%
3%
3%
5%
4%
6%
4%
5%
4%
3%
6%
13%
10%
4%
12%
7%
5%
3%
48%
15%
9%
6%
4%
7%
5%
3%
4%
44%
34%
9%
6%
6%
7%
3%
4%
4%
4%
45-54
59%
24%
14%
2%
3%
3%
1%
3%
3%
5%
55-64
68%
15%
11%
0%
1%
4%
0%
4%
2%
1%
65-74
79%
5%
6%
0%
0%
7%
0%
3%
1%
75 y ms
84%
0%
5%
0%
0%
9%
0%
0%
2%
1%
ABC1
30%
39%
23%
6%
7%
5%
5%
6%
4%
2%
C2
36%
46%
11%
11%
8%
4%
6%
7%
5%
2%
C3
47%
39%
8%
5%
3%
5%
5%
4%
4%
3%
56%
26%
7%
3%
3%
5%
3%
2%
2%
4%
NORTE
45%
39%
13%
6%
8%
6%
4%
2%
3%
2%
C. NORTE
51%
29%
13%
4%
5%
5%
4%
2%
5%
3%
RM
C. SUR
44%
48%
38%
34%
8%
11%
5%
6%
4%
4%
4%
6%
5%
4%
6%
2%
2%
5%
4%
3%
SUR
50%
31%
14%
8%
9%
4%
5%
2%
6%
1%
Redes
Conversar
sociales fsicamente
Conversar
por
Dormir
telfono
58
56
44
43
Cerca de la Familia
30
33
31
29
18
21
2015
18
17
0%
25%
2014
50%
75%
Lugar tranquilo,
lejos del ruido
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Cerca del
Cerca del lugar de
Cerca de la
Con buen acceso
trabajo / lugar
estudio de sus
familia
al transporte
de estudios
hijos
Cerca del
comercio
58%
56%
59%
40%
46%
52%
67%
74%
76%
82%
69%
64%
51%
56%
42%
44%
43%
46%
44%
45%
35%
41%
46%
52%
63%
39%
43%
45%
46%
56%
31%
37%
26%
48%
36%
37%
34%
17%
10%
2%
35%
29%
39%
27%
29%
30%
32%
28%
34%
34%
28%
25%
25%
34%
22%
24%
26%
29%
34%
30%
18%
14%
22%
12%
28%
36%
20%
9%
8%
1%
15%
15%
20%
20%
24%
18%
18%
18%
21%
12%
11%
13%
30%
21%
30%
18%
23%
16%
17%
20%
55%
64%
49%
57%
55%
40%
40%
49%
28%
32%
34%
33%
37%
26%
35%
32%
13%
17%
25%
19%
12%
21%
16%
10%
TOTAL
EDAD
SEXO
44
31
Hombre
NO
62%
Mujer
18
23
21
15-24
25-34
35-44
20
Ms de 1 vez por
ao
Cada 1 a 2 aos
55-64
65-74
64
45-54
75 y ms
20
2014
38%
77
40
33
S
38%
69
Cada 2 o 3 aos
10
Cada 3 o 4 aos
Cada 4 o 5 aos
Ms de 5 aos
52
Un 38% de los chilenos utiliza
anteojos pticos. El 2% utiliza
lentes de contacto.
El 12% tiene algn hijo que usa
anteojos.
Base: Forma A 1931 casos
Monofocal
17
11
20
Bifocal
Multifocal
No s
Uso de anteojos
Ms de 1 vez
por ao
Cada 1 a 2
aos
Cada 2 o 3
aos
Cada 3 o 4
aos
Cada 4 o 5
aos
Ms de 5
aos
TOTAL
20%
33%
20%
10%
4%
4%
HOMBRE
15%
38%
13%
10%
5%
6%
MUJER
23%
30%
24%
10%
3%
3%
15-24
27%
32%
20%
12%
1%
1%
25-34
14%
52%
22%
4%
2%
6%
35-44
27%
39%
14%
7%
6%
4%
45-54
18%
28%
21%
8%
6%
5%
55-64
20%
36%
17%
13%
4%
4%
65-74
17%
23%
18%
17%
5%
8%
75 y ms
18%
27%
33%
3%
3%
0%
ABC1
17%
41%
24%
7%
5%
4%
C2
9%
43%
15%
10%
4%
11%
C3
24%
26%
15%
12%
6%
2%
23%
30%
25%
10%
2%
2%
NORTE
47%
29%
7%
2%
2%
0%
C. NORTE
17%
24%
28%
11%
5%
3%
RM
19%
36%
16%
11%
5%
5%
C. SUR
7%
33%
28%
12%
3%
9%
SUR
20%
31%
32%
6%
1%
2%
Uso de anteojos
Monofocal
Bifocal
Multifocal
No s
TOTAL
52%
17%
11%
20%
HOMBRE
52%
22%
11%
15%
MUJER
52%
14%
12%
23%
15-24
57%
15%
3%
25%
25-34
58%
8%
14%
19%
35-44
62%
15%
17%
6%
45-54
58%
14%
8%
20%
55-64
49%
17%
13%
21%
65-74
40%
21%
17%
22%
75 y ms
48%
29%
4%
18%
ABC1
62%
15%
12%
11%
C2
60%
17%
13%
11%
C3
54%
22%
10%
15%
42%
13%
12%
33%
NORTE
51%
14%
14%
22%
C. NORTE
42%
23%
12%
23%
RM
56%
15%
12%
17%
C. SUR
46%
19%
9%
26%
SUR
54%
23%
6%
17%
TOTAL
EDAD
SEXO
47
Hombre
49
43
Mujer
15-24
53
25-34
58
35-44
53
45-54
NO
52%
S
48%
2014
48%
67
46
ABC1
C2
C3
55-64
29
21
65-74
75 y ms
ZONA
GSE
72
48
32
47
44
NORTE CENTRO
GRANDE NORTE
49
49
44
RM
CENTRO
SUR
SUR
Tiene usted?
Afecciones
22
22
Alergias
16%
21%
11%
Trnsito lento
15
16
22%
7%
Colon irritable
14
16
22%
7%
16%
10%
18%
5%
13%
8%
9%
6%
4%
1%
Colesterol alto
13
Falta de calcio
12
14
16
10
10
Intolerancia a la lactosa
Diabetes
2015
2014
2
3
Incontinencia Urinaria
0%
Base: Total de entrevistados 3820 casos
27%
25%
50%
Tiene usted?
Afecciones
Presin
Alergia
Trnsito
lento
Colon
irritable
Colesterol
alto
Falta de
calcio
Intoleranci
a a la
lactosa
Diabetes
Incontinenc
ia urinaria
NORTE
22%
16%
27%
4%
8%
16%
19%
36%
51%
70%
16%
15%
16%
31%
20%
16%
11%
21%
19%
15%
14%
15%
18%
16%
9%
14%
16%
16%
16%
15%
15%
7%
22%
7%
13%
15%
15%
18%
23%
24%
9%
14%
12%
19%
13%
14%
7%
22%
8%
10%
17%
16%
23%
16%
16%
11%
13%
15%
16%
16%
13%
10%
16%
4%
4%
11%
12%
25%
29%
31%
11%
10%
12%
16%
11%
12%
5%
18%
5%
3%
6%
13%
27%
23%
25%
8%
8%
10%
17%
10%
10%
8%
13%
4%
8%
7%
10%
22%
16%
11%
8%
10%
7%
13%
13%
8%
6%
9%
2%
2%
4%
7%
10%
22%
29%
5%
5%
5%
12%
8%
2%
1%
4%
3%
0%
1%
2%
5%
3%
9%
1%
3%
2%
3%
4%
C. NORTE
21%
14%
11%
11%
11%
9%
9%
9%
3%
RM
21%
24%
25%
15%
20%
17%
15%
14%
20%
13%
18%
20%
12%
16%
20%
13%
10%
13%
11%
10%
6%
7%
7%
12%
2%
3%
2%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
C. SUR
SUR
Afecciones nios
SOBREPESO
12
ALERGIAS RESPIRATORIAS
DEFICIT ATENCIONAL
ASMA
INTOLERANCIA A LA LACTOSA
BAJO PESO
DIABETES
1
0%
Base: Entrevistados que tienen un nio menor de 15 aos en el hogar, 2005 casos
25%
50%
Afecciones nios
Alergias
Dficit
Sobrepeso
respiratorias atencional
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
12%
9%
14%
8%
9%
16%
13%
13%
19%
0%
5%
11%
10%
15%
6%
11%
13%
12%
12%
8%
5%
11%
7%
8%
10%
11%
2%
8%
1%
10%
11%
9%
5%
8%
11%
6%
11%
18%
5%
3%
8%
4%
8%
5%
5%
4%
11%
0%
4%
6%
6%
5%
4%
6%
5%
7%
9%
Asma
Alergia a
algn
alimento
Intolerancia
a la lactosa
Bajo peso
Diabetes
4%
3%
6%
4%
6%
5%
4%
3%
2%
0%
2%
5%
5%
4%
5%
6%
3%
4%
12%
4%
3%
5%
3%
3%
8%
2%
3%
10%
1%
6%
4%
5%
4%
5%
5%
3%
5%
7%
3%
3%
3%
3%
4%
4%
2%
4%
2%
0%
3%
4%
2%
3%
5%
2%
3%
1%
4%
2%
1%
3%
1%
3%
3%
2%
4%
0%
0%
2%
2%
2%
2%
1%
1%
3%
2%
1%
1%
%
1%
%
2%
%
1%
%
1%
1%
1%
1%
1%
1%
1%
%
1%
1%
1%
Base: Entrevistados que tienen un nio menor de 15 aos en el hogar, 2005 casos
PERFIL DE COMPRA
Perfil de Compra
2011
69
66
69
72
66
69
67
63
2012
61
2013
64
58
60
2014
2015
62
60
47
65
58
56 58 58
50 50
Consumo/compro un
producto slo cuando lo
necesito
Acostumbro a premiarme de
vez en cuando
comprndome algo (me doy
un gusto)
Perfil de Compra
2011
57
55
53
49
59
2013
2014
2015
59
51
49
2012
53
48
40
37
33
41
40
39
34
39
35
Perfil de Compra
2011
50
47
44
50
2012
2013
2014
2015
47
44
44
40 40 39
41
39
37
35
30
32 33
37
34
25 26 25
Suelo comprar cosas que no Considero un paseo y una Estoy dispuesto a pagar ms
tena programado
entretencin salir a vitrinear por marcas ms exclusivas
22
Perfil de Compra
2011
28
2012
2013
2014
2015
27
25
23
23
22
19
21
19
18
19
19
18
16
15
16
17
10
Perfil de Compra
SEGN SEXO
MARCAS
TOTAL
HOMBRE
MUJER
63%
61%
66%
Prefiero comprar marcas que conozco y que me han dado un buen resultado en
el pasado
72%
73%
72%
34%
37%
58%
60%
32%
40%
52%
59%
37%
34%
63%
62%
39%
37%
41%
39%
35%
43%
22%
19%
25%
19%
62%
55%
39%
18%
56%
52%
32%
20%
67%
58%
46%
40%
30%
50%
22%
18%
53%
10%
23%
20%
50%
12%
21%
16%
57%
9%
DECISIN DE
COMPRA
Perfil de Compra
SEGN EDAD
MARCAS
DECISIN
DE
COMPRA
INFORMAC
IN
LUGAR DE
COMPRA
63%
58%
67%
75%
66%
56%
57%
75 y
ms
57%
72%
74%
78%
76%
72%
69%
68%
57%
34%
37%
38%
39%
38%
43%
36%
52%
40%
31%
34%
26%
17%
26%
18%
17%
58%
66%
63%
56%
59%
54%
52%
33%
60%
58%
59%
54%
64%
69%
63%
57%
39%
46%
47%
36%
37%
37%
34%
25%
39%
41%
50%
37%
42%
36%
38%
9%
22%
18%
27%
26%
23%
24%
13%
16%
19%
62%
55%
39%
14%
55%
65%
56%
23%
64%
63%
41%
22%
63%
63%
40%
25%
64%
47%
32%
23%
65%
53%
31%
10%
63%
33%
25%
9%
56%
34%
33%
40%
33%
51%
42%
47%
35%
30%
28%
22%
25%
20%
24%
22%
21%
14%
21%
18%
19%
29%
14%
21%
12%
5%
22%
53%
57%
63%
49%
56%
51%
44%
33%
10%
12%
13%
14%
12%
4%
6%
1%
TOTAL
Perfil de Compra
SEGN GSE
He comprado productos de marca propia
MARCAS
TOTAL
ABC1
C2
C3
63%
59%
61%
67%
63%
72%
78%
75%
74%
68%
34%
37%
58%
60%
36%
45%
57%
64%
42%
42%
66%
57%
38%
36%
58%
62%
28%
32%
52%
60%
39%
34%
44%
38%
39%
39%
35%
47%
37%
37%
22%
38%
38%
16%
13%
19%
62%
55%
39%
18%
54%
60%
35%
24%
61%
58%
42%
24%
63%
55%
39%
14%
63%
53%
39%
40%
37%
44%
45%
34%
22%
11%
20%
20%
26%
18%
25%
29%
16%
12%
53%
58%
51%
54%
53%
10%
13%
19%
9%
5%
Perfil de Compra
SEGN SEXO
He comprado productos de marca propia
MARCAS
LUGAR DE
COMPRA
TOTAL
NORTE
CENTRO
NORTE
RM
CENTRO
SUR
SUR
63%
52%
63%
62%
68%
72%
72%
60%
66%
77%
73%
68%
34%
37%
58%
60%
39%
28%
51%
50%
33%
29%
55%
57%
29%
41%
59%
66%
48%
38%
59%
55%
37%
32%
57%
50%
39%
36%
42%
41%
31%
41%
39%
36%
39%
40%
36%
42%
22%
24%
20%
22%
20%
27%
19%
62%
55%
39%
26%
61%
42%
33%
21%
52%
51%
39%
16%
67%
62%
39%
19%
59%
46%
37%
26%
52%
50%
47%
40%
31%
39%
43%
41%
34%
22%
34%
15%
19%
26%
28%
18%
22%
19%
13%
23%
34%
53%
37%
59%
51%
63%
62%
10%
13%
11%
9%
9%
13%
Lugares de consumo
Supermercado
74
Almacenes de barrio
59
Mall
58
Farmacias
50
Fera
48
Panadera
47
Carnicera
36
Verdulera
35
Multitiendas
En promedio los
chilenos utilizan 8
canales de compra
durante el mes
33
Botilleras
30
0%
25%
50%
75%
100%
Lugares de consumo
Tiendas de
electrnica
Outlets
16
Tiendas de Belleza
(como Preunic o
15
Asadura (pollos
asados)
Libreras
Tiendas de ropa
28
Kiosko
21
Zapaterias
Tiendas de
mejoramiento del
Estaciones de
servicio
15
Ferreteras
13
Tiendas deportivas
Mayorista (M10, Alvi,
etc)
Tiendas al paso
(como OK Market,
9
9
8
Centros de
abastecimiento
pticas
Tiendas de muebles
o decoracin
Joyera
Jugueteras
Bazar
Ninguno
Vendedor ambulante
Cordoneras
Lugares de consumo
Supermercado
Almacenes
de barrio
Mall
Farmacias
Fera
Panadera
Carnicera
Botilleras
Tiendas de
ropa
TOTAL
74%
59%
58%
50%
48%
47%
36%
35%
33%
30%
28%
HOMBRE
69%
58%
57%
46%
43%
45%
34%
29%
31%
38%
27%
MUJER
79%
60%
59%
55%
52%
49%
38%
40%
35%
23%
28%
15-24
65%
56%
78%
36%
39%
38%
24%
23%
41%
35%
46%
25-34
78%
60%
75%
57%
43%
44%
37%
40%
44%
42%
37%
35-44
82%
60%
63%
53%
57%
56%
44%
39%
35%
38%
28%
45-54
78%
62%
51%
51%
50%
46%
40%
36%
28%
25%
20%
55-64
74%
56%
46%
57%
52%
49%
38%
41%
28%
27%
14%
65-74
75%
58%
32%
52%
49%
48%
35%
33%
20%
10%
16%
75 y ms
61%
59%
17%
52%
49%
54%
38%
31%
10%
15%
8%
ABC1
88%
28%
77%
58%
27%
38%
15%
24%
42%
19%
28%
C2
83%
54%
72%
60%
41%
43%
35%
33%
46%
33%
35%
C3
76%
64%
61%
48%
53%
47%
36%
36%
34%
32%
28%
65%
66%
43%
45%
54%
51%
43%
38%
22%
31%
23%
NORTE
63%
64%
51%
47%
46%
42%
30%
26%
22%
32%
25%
C. NORTE
79%
59%
57%
53%
38%
47%
35%
36%
34%
34%
27%
RM
74%
57%
60%
49%
60%
44%
40%
35%
32%
34%
26%
C. SUR
72%
57%
55%
53%
26%
56%
31%
37%
38%
19%
28%
SUR
86%
65%
60%
53%
29%
51%
29%
38%
40%
21%
35%
Verdulera Multitiendas
Lugares de consumo
39
Ninguno
29
Restaurant
25
Peluquera
22
Heladera
21
Cine
17
15
Pubs y bares
11
Cafeterias
Estadio
3
2
1
Lugares de consumo
Heladera
Cine
Local de
comida
rpida
Pubs y
bares
22%
21%
17%
15%
11%
27%
22%
21%
18%
17%
13%
31%
23%
22%
21%
15%
14%
10%
60%
13%
23%
21%
30%
33%
28%
20%
25-34
50%
15%
36%
25%
31%
24%
29%
23%
35-44
39%
27%
32%
21%
24%
14%
15%
11%
45-54
28%
35%
24%
22%
15%
12%
8%
6%
55-64
26%
43%
21%
19%
14%
7%
5%
3%
65-74
20%
53%
16%
23%
8%
5%
2%
0%
75 y ms
30%
49%
5%
23%
7%
0%
2%
1%
ABC1
40%
14%
48%
30%
29%
26%
15%
20%
C2
43%
17%
38%
24%
26%
26%
22%
19%
C3
40%
28%
23%
23%
24%
16%
16%
11%
36%
40%
14%
18%
14%
9%
12%
5%
NORTE
34%
29%
25%
23%
20%
18%
8%
12%
C. NORTE
33%
34%
26%
20%
16%
15%
20%
12%
RM
36%
32%
26%
20%
21%
18%
15%
10%
C. SUR
49%
20%
21%
28%
26%
16%
17%
13%
SUR
56%
17%
27%
25%
21%
12%
20%
16%
Parque o una
plaza
Ninguno
TOTAL
39%
29%
25%
HOMBRE
39%
27%
MUJER
39%
15-24
Restaurant Peluquera
Lugares de consumo
Cajero automtico
39
Consultorios
25
Ninguno
24
Sucursal de banco
24
22
21
Hospitales
15
Centros mdicos
10
Clnicas
Notaria
Lugares de consumo
Oficina de
Sucursal de atencin de
banco
servicios
bsicos
24%
22%
Centro de
pago de
cuenta
Hospitales
Centros
mdicos
21%
15%
10%
20%
20%
11%
9%
23%
25%
21%
18%
11%
39%
20%
12%
14%
11%
4%
20%
17%
27%
22%
21%
15%
12%
52%
23%
19%
25%
23%
26%
15%
12%
45-54
39%
25%
23%
25%
22%
27%
13%
10%
55-64
35%
27%
25%
21%
25%
18%
15%
9%
65-74
19%
37%
23%
30%
37%
19%
18%
14%
75 y ms
7%
55%
13%
15%
32%
18%
27%
7%
ABC1
63%
5%
19%
44%
15%
18%
6%
14%
C2
53%
14%
21%
34%
24%
25%
13%
17%
C3
41%
26%
23%
24%
26%
23%
14%
8%
24%
36%
29%
12%
21%
18%
19%
6%
NORTE
40%
18%
29%
19%
29%
21%
13%
6%
C. NORTE
38%
32%
18%
24%
28%
26%
19%
10%
RM
38%
23%
28%
24%
19%
18%
13%
11%
C. SUR
39%
26%
20%
22%
20%
25%
17%
7%
SUR
44%
29%
12%
33%
34%
23%
21%
8%
Cajero
automtico
Consultorios
Ninguno
TOTAL
39%
25%
24%
HOMBRE
41%
18%
26%
25%
MUJER
37%
32%
22%
15-24
34%
15%
25-34
56%
35-44
Medios de Pago
94
94
Efectivo
30
25
9
12
6
6
Cheques
5
4
4
Transferencia bancaria
0%
2015
3
2
2014
25%
50%
75%
100%
Medios de Pago
Efectivo
Tarjeta de
dbito /
RedCompra
Tarjetas de
casas
comerciales
Tarjeta de
crdito
bancaria
Cheques
Transferencia
bancaria
TOTAL
94%
30%
9%
6%
5%
4%
Pago de
cuentas a
travs de
sitios web
3%
HOMBRE
94%
32%
8%
7%
7%
6%
4%
MUJER
94%
28%
10%
5%
3%
3%
3%
15-24
95%
19%
3%
3%
2%
2%
1%
25-34
91%
48%
12%
7%
4%
10%
7%
35-44
92%
41%
12%
7%
5%
6%
4%
45-54
94%
33%
11%
7%
8%
5%
4%
55-64
95%
24%
9%
8%
7%
3%
2%
65-74
97%
16%
8%
4%
8%
1%
1%
75 y ms
96%
7%
3%
3%
1%
0%
2%
ABC1
86%
63%
10%
23%
19%
9%
8%
C2
90%
42%
10%
9%
10%
10%
7%
C3
94%
33%
11%
4%
3%
3%
2%
98%
13%
6%
1%
0%
1%
1%
NORTE
96%
27%
14%
4%
8%
4%
4%
C. NORTE
94%
22%
10%
4%
4%
2%
2%
RM
93%
32%
6%
7%
5%
5%
3%
C. SUR
95%
27%
14%
4%
4%
4%
4%
SUR
94%
37%
9%
7%
4%
5%
5%
Clubes de Fidelizacin
Club Nctar
19
CMR Puntos
15
Club Lder
13
LanPass
Ripley Puntos
Club Movistar
Zona Entel
Otro
Claro Club
Club Metrogas
0
0%
25%
50%
75%
100%
Clubes de Fidelizacin
Club
Ripley
Club
LanPass
Lder
Puntos Movistar
Zona
Entel
Otro
Claro
Club
Club de Club de
Club
lectores lectores
Metroga
El
La
s
Mercurio Tercera
0%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
1%
0%
1%
0%
0%
1%
0%
0%
2%
1%
1%
%
0%
0%
%
0%
0%
%
0%
0%
0%
0%
0%
19%
14%
23%
8%
24%
31%
22%
18%
12%
10%
30%
26%
22%
10%
18%
15%
16%
15%
4%
21%
27%
18%
17%
12%
3%
28%
18%
22%
6%
16%
13%
11%
15%
3%
19%
17%
15%
13%
11%
10%
17%
14%
13%
10%
8%
5%
6%
5%
2%
8%
10%
6%
6%
2%
0%
18%
10%
4%
1%
6%
4%
4%
5%
1%
5%
7%
5%
5%
8%
1%
11%
5%
5%
2%
7%
4%
5%
4%
4%
8%
5%
4%
3%
0%
0%
3%
3%
8%
3%
3%
4%
5%
2%
3%
5%
6%
6%
1%
0%
0%
7%
7%
1%
2%
3%
2%
1%
2%
2%
1%
%
5%
3%
1%
0%
2%
2%
1%
3%
3%
1%
1%
2%
2%
0%
4%
1%
1%
0%
0%
1%
1%
2%
1%
0%
21%
8%
15%
1%
4%
3%
2%
2%
1%
0%
19%
20%
9%
18%
14%
14%
10%
17%
24%
7%
5%
5%
4%
4%
9%
4%
5%
5%
4%
5%
4%
2%
1%
2%
1%
2%
2%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
Juegos de Azar
Ninguno
78
Loto
13
TOTAL
Kino
HOMBRE
12
MUJER
Raspes
15-24
25-34
Xperto
35-44
45-54
55-64
Otro
75 Y MS
Toto 3
C2
Kino 5
Polla gol
CENTRO NORTE
Racha
CENTRO SUR
Iman
65-74
0%
ABC1
C3
NORTE
RM
SUR
25%
50%
75%
100%
LOTO
KINO
13%
15%
11%
5%
13%
14%
16%
16%
17%
12%
12%
15%
13%
12%
20%
13%
13%
10%
9%
12%
14%
11%
5%
14%
11%
14%
14%
19%
18%
12%
14%
12%
12%
18%
17%
10%
13%
11%
56
No reclama
33
23
10
Otro
1
0%
25%
50%
Un 36 % de los
chilenos se encuentra
satisfecho como
consumidor en este
momento
Hecho un reclamo
Hecho un reclamos
a la marca o
en SERNAC
servicio
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 Y MS
ABC1
C2
C3
D
NORTE
CENTRO NORTE
RM
CENTRO SUR
SUR
33%
31%
34%
34%
36%
39%
37%
25%
25%
16%
36%
32%
35%
30%
34%
24%
33%
35%
40%
10%
9%
11%
7%
16%
14%
11%
6%
8%
5%
11%
14%
10%
8%
18%
9%
9%
11%
11%
Ha reclamado
mediante redes
sociales
7%
9%
5%
10%
11%
9%
5%
1%
2%
1%
8%
8%
6%
7%
9%
3%
7%
10%
7%
23%
22%
24%
27%
29%
27%
25%
15%
13%
14%
23%
25%
25%
21%
20%
15%
23%
33%
24%
3%
4%
3%
3%
5%
6%
2%
2%
1%
1%
6%
5%
4%
2%
2%
1%
3%
5%
3%
No reclama
56%
58%
54%
54%
50%
47%
51%
65%
71%
70%
53%
54%
51%
60%
51%
68%
56%
47%
52%
Marchas
No
EN EL LTIMO AO
Si
23%
77%
Si
24%
No
76%
25%
27%
21%
21%
TENENCIA DE BIENES
Capacidad de Ahorro
TOTAL
14%
39%
Le alcanza bien
y ahorra sin problema
67
63
70
67
66
66
58
53
2007
2008
2009
2011
2012
2013
2014
2015
EDAD
SEXO
55
51
59
63
Hombre
Mujer
15-24
25-34
52
52
46
45
41
35-44
45-54
55-64
65-74
75 y ms
35%
8%
No le alcanza y
tiene deudas
81
ABC1
ZONA
GSE
69
C2
54
C3
37
55
54
NORTE CENTRO
GRANDE NORTE
51
RM
61
CENTRO
SUR
49
SUR
34
Para educacin
25
Para viajar
22
21
19
15
15
Para invertir
12
10
Comprarse un auto
Comprarse un terreno
7
3
Para viajar
Parar
Para las
Para darse Comprarse
arreglos en
vacaciones un gustito una casa
el hogar
Para
invertir
Para tener
una mejor
jubilacin
Comprarse Comprarse
un auto
un terreno
TOTAL
34%
25%
22%
21%
19%
15%
15%
12%
10%
7%
3%
HOMBRE
34%
23%
23%
22%
19%
17%
14%
13%
8%
9%
3%
MUJER
35%
26%
22%
19%
20%
13%
16%
11%
12%
4%
3%
15-24
28%
40%
16%
21%
16%
17%
10%
12%
4%
9%
2%
25-34
32%
21%
25%
21%
15%
25%
17%
15%
2%
10%
3%
35-44
31%
35%
21%
19%
20%
19%
15%
14%
7%
4%
2%
45-54
39%
27%
21%
25%
24%
12%
16%
11%
14%
8%
6%
55-64
41%
11%
28%
21%
26%
7%
16%
9%
19%
2%
3%
65-74
36%
3%
32%
14%
21%
5%
15%
8%
22%
3%
1%
75 y ms
51%
2%
16%
13%
15%
2%
18%
7%
22%
1%
0%
ABC1
32%
26%
42%
27%
24%
8%
8%
19%
13%
5%
3%
C2
36%
25%
27%
21%
22%
17%
13%
13%
9%
8%
4%
C3
29%
34%
19%
20%
17%
19%
16%
8%
10%
8%
4%
40%
14%
9%
17%
16%
14%
20%
11%
8%
5%
1%
NORTE
24%
27%
34%
20%
19%
17%
15%
12%
6%
7%
4%
C. NORTE
43%
16%
19%
12%
24%
13%
13%
10%
3%
7%
3%
RM
33%
27%
23%
19%
19%
17%
14%
12%
14%
5%
1%
C. SUR
34%
24%
17%
31%
21%
11%
16%
14%
6%
7%
5%
SUR
45%
24%
22%
23%
16%
14%
24%
13%
7%
15%
7%
Tenencia de bienes
76
79
76
79
72
73
TV cable satelital
69
66
64
67
Notebook / Netbook
63
Telfono fijo
45
47
44
69
34
30
34
38
56
2015
2014
Tenencia de bienes
30
26
26
16
14
14
13
11
10
9
9
9
Segunda vivienda
19
6
6
5
12
2015
2014
Tenencia de bienes
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
Consola de juegos
76%
76%
72%
69%
64%
63%
55%
45%
44%
38%
30%
78%
78%
70%
70%
65%
64%
53%
49%
46%
36%
34%
75%
74%
73%
68%
63%
61%
57%
40%
42%
41%
27%
83%
78%
75%
65%
81%
75%
52%
43%
53%
52%
46%
78%
71%
79%
50%
76%
69%
50%
51%
43%
47%
41%
81%
82%
74%
65%
66%
65%
49%
49%
49%
48%
40%
78%
83%
70%
73%
64%
67%
56%
43%
49%
34%
24%
71%
76%
69%
81%
53%
56%
61%
52%
41%
29%
16%
65%
69%
60%
86%
39%
43%
67%
32%
32%
15%
8%
55%
53%
62%
77%
23%
24%
65%
25%
14%
7%
3%
30%
31%
30%
29%
38%
33%
30%
34%
20%
12%
26%
26%
26%
28%
31%
29%
26%
26%
16%
11%
26%
26%
26%
25%
35%
29%
22%
27%
19%
9%
Seguridad Domiciliaria
19%
14%
14%
13%
10%
19%
16%
14%
14%
12%
20%
13%
14%
11%
8%
18%
17%
12%
11%
10%
18%
17%
15%
11%
12%
21%
14%
16%
16%
11%
20%
13%
11%
13%
9%
23%
14%
18%
14%
12%
21%
11%
12%
15%
8%
10%
4%
6%
8%
2%
9%
11%
7%
11%
15%
9%
8%
6%
5%
3%
Segunda vivienda
9%
7%
6%
5%
9%
7%
7%
5%
8%
7%
5%
5%
10%
6%
5%
5%
6%
5%
5%
5%
7%
7%
10%
7%
6%
9%
7%
7%
13%
11%
7%
5%
11%
6%
2%
2%
11%
5%
2%
0%
Smart TV
Algn miembro del hogar ha viajado fuera del pas
Un negocio propio o familiar
Servicio Domstico
Suscripcin a Diarios
Vehculo para uso comercial
Cmara fotogrfica GO-PRO
Tenencia de bienes
TV plasma, LCD, LED
Parrilla para hacer asados
TV cable satelital
Casa propia
Notebook / Netbook
Conexin a Internet en su hogar
Telfono fijo
Vehculo de uso particular
Computador
Tablet
Consola de juegos
Algn miembro del hogar cotiza para un plan de
salud
Cmara fotogrfica semi profesional o
profesional
Algn miembro del hogar tiene cuenta corriente
con
Seguridad Domiciliaria
Smart TV
Algn miembro del hogar ha viajado fuera del
pas
Un negocio propio o familiar
Servicio Domstico
Suscripcin a sitios WEB donde pueden ver
pelculas
Segunda vivienda
Suscripcin a Diarios
Vehculo para uso comercial
Cmara fotogrfica GO-PRO
TOTAL
ABC1
C2
C3
NORTE
C. NORTE
RM
C. SUR
SUR
76%
76%
72%
69%
64%
63%
55%
45%
44%
38%
30%
93%
84%
92%
89%
94%
94%
78%
89%
56%
65%
49%
90%
83%
88%
77%
82%
86%
69%
64%
57%
50%
38%
79%
78%
74%
66%
68%
65%
51%
44%
44%
38%
33%
62%
68%
56%
61%
43%
40%
45%
23%
34%
25%
19%
69%
72%
76%
54%
64%
62%
52%
45%
40%
40%
30%
78%
67%
79%
73%
61%
60%
51%
46%
46%
35%
30%
76%
80%
66%
68%
64%
63%
63%
44%
45%
42%
33%
78%
77%
80%
74%
66%
65%
45%
47%
47%
33%
27%
81%
70%
75%
71%
64%
64%
35%
45%
35%
28%
20%
30%
76%
49%
26%
11%
22%
13%
40%
22%
20%
26%
63%
38%
22%
13%
30%
21%
25%
33%
28%
26%
19%
14%
81%
58%
43%
46%
33%
18%
19%
14%
12%
5%
6%
6%
24%
17%
16%
18%
8%
10%
30%
26%
16%
23%
12%
13%
22%
14%
11%
14%
13%
10%
50%
26%
56%
23%
17%
13%
7%
9%
3%
4%
11%
1%
14%
12%
9%
6%
10%
6%
16%
15%
12%
12%
11%
7%
13%
12%
7%
9%
9%
7%
6%
5%
28%
27%
37%
11%
12%
13%
13%
11%
11%
8%
6%
5%
2%
6%
4%
4%
4%
1%
3%
2%
12%
5%
4%
6%
6%
3%
4%
3%
5%
4%
11%
10%
10%
6%
5%
7%
10%
4%
5%
5%
6%
7%
3%
6%
4%
C2
C3
79
61
41
28
46%
45%
Inversin /Arriendo
9%
Ambas
Base: Total entrevistados que tienen una segunda vivienda 329 casos
44
16
Veraneo
Veraneo Inversion
56
46
Veraneo Inversion
Veraneo Inversion
Veraneo Inversion
Tenencia de TV Cable
2014
NO
28
%
2014
73%
79 80
S
72
%
2015
41 42
Decodificador
37 31
Antena Satelital
41
31
CDF PREMIUM
2014
82%
NO
19%
S
81%
Tenencia de TV Cable
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
DECODIFICADOR
ANTENA
SATELITAL
DECODIFICADOR
HD
CANALES PREMIUM
CDF PREMIUM
80%
80%
80%
81%
84%
79%
84%
81%
81%
52%
87%
83%
76%
80%
83%
74%
83%
78%
80%
42%
44%
41%
49%
42%
38%
45%
43%
43%
23%
42%
44%
41%
43%
40%
30%
51%
35%
32%
31%
32%
30%
32%
38%
29%
32%
29%
31%
16%
46%
36%
27%
25%
30%
24%
37%
23%
29%
31%
36%
27%
32%
39%
30%
31%
28%
23%
17%
39%
36%
22%
32%
28%
27%
35%
29%
23%
81%
84%
78%
82%
78%
78%
79%
88%
86%
93%
77%
82%
82%
82%
81%
68%
84%
80%
84%
Operadores de TV Cable
48
VTR
49
TOTAL
HOMBRE
MUJER
22
Movistar
24
15-24
25-34
35-44
15
Claro
15
45-54
55-64
65-74
75 Y MS
Directv
ABC1
C2
C3
Entel
NORTE
CENTRO NORTE
RM
Otros
6
5
CENTRO SUR
SUR
VTR
Movistar
Claro
Directv
48%
45%
51%
40%
44%
54%
49%
56%
50%
49%
65%
52%
50%
36%
66%
49%
50%
46%
21%
22%
22%
22%
26%
22%
20%
21%
24%
25%
8%
18%
28%
21%
20%
18%
19%
27%
16%
15%
15%
16%
14%
16%
17%
16%
15%
11%
6%
22%
6%
10%
16%
22%
10%
21%
14%
18%
12%
6%
7%
6%
10%
7%
4%
4%
2%
13%
1%
4%
5%
5%
10%
4%
5%
5%
7%
15%
Tenencia de Vehculos
TIPO DE VEHCULO
Sedan
NO
55%
40
Hatchback
16
S
45%
SUV
13
Camioneta Pick up
9
Ao Auto
Promedio
2006
CONDICIN DE COMPRA
Station Wagon
USADO
51%
NUEVO
49%
6
4
9
Tenencia de Vehculos
Station Wagon
SUV
Sedan
Hatchback
Camioneta
Pick up
TOTAL
4%
6%
13%
40%
16%
9%
HOMBRE
4%
7%
11%
42%
15%
9%
MUJER
5%
5%
14%
36%
16%
8%
15-24
5%
6%
16%
40%
18%
6%
25-34
4%
5%
7%
39%
22%
8%
35-44
5%
6%
13%
38%
16%
10%
45-54
5%
5%
15%
37%
15%
11%
55-64
3%
8%
14%
41%
10%
10%
65-74
1%
5%
13%
48%
7%
10%
75 y ms
6%
5%
5%
49%
8%
4%
ABC1
6%
8%
21%
35%
17%
6%
C2
5%
6%
11%
43%
18%
8%
C3
4%
7%
11%
40%
16%
8%
3%
2%
8%
40%
8%
13%
NORTE
13%
10%
14%
24%
12%
7%
C. NORTE
4%
3%
5%
4%
5%
5%
9%
6%
6%
14%
11%
13%
42%
41%
43%
41%
13%
19%
12%
11%
7%
8%
11%
11%
RM
C. SUR
SUR
De qu marca es su vehculo?
Marcas de Vehculos
CHEVROLET
18
HYUNDAI
13
Ns/Nr
10
TOYOTA
10
NISSAN
CHEVROLET
14
CHEVROLET
HYUNDAI
14
HYUNDAI
NISSAN
9
8
NISSAN
C3
PEUGEOT
SUBARU
14
KIA
KIA
17
TOYOTA
TOYOTA
SUZUKI
C2
ABC1
MARCA VEHCULO
3
CHEVROLET
21 CHEVROLET
19
2
HYUNDAI
13
TOYOTA
13
FIAT
VOLKSWAGEN
NISSAN
HYUNDAI
11
SSANGYONG
TOYOTA
NISSAN
11
OTROS
19
KIA
KIA
Productos Financieros
Cuenta Rut
63
AFP
38
Cuenta de Ahorros
36
33
Tarjeta de Dbito
31
Cuenta Corriente
25
Tarjeta de crdito
21
Isapre
20
Cuenta Vista
15
Seguro de Vida
13
Ninguno
13
Crdito de Consumo
10
Crdito Hipotecario
Avance en efectivo
APV
Fondos mutuos
Acciones
Renta Vitalicia
Productos Financieros
Cuenta
Rut
AFP
Cuenta
de
Ahorros
63%
38%
36%
33%
31%
25%
21%
20%
15%
13%
10%
HOMBRE 63%
40%
36%
31%
31%
26%
22%
20%
15%
14%
TOTAL
Tarjeta de
Tarjeta Cuenta Tarjeta de Isapre
Tienda o
de
Corriente crdito
Supermercado Dbito
Cuenta
Vista
Seguro Crdito de
Crdito
de Vida Consumo Hipotecario
Avance
en
efectivo
APV
8%
6%
5%
4%
2%
2%
1%
9%
8%
6%
5%
4%
2%
2%
1%
MUJER
63%
36%
36%
35%
31%
24%
19%
20%
14%
12%
11%
8%
5%
5%
4%
2%
2%
1%
15-24
76%
38%
40%
31%
32%
26%
19%
21%
14%
12%
12%
5%
6%
4%
4%
2%
2%
0%
25-34
75%
47%
38%
36%
42%
33%
25%
26%
17%
17%
14%
11%
5%
7%
4%
2%
1%
0%
35-44
73%
39%
40%
37%
33%
28%
22%
20%
18%
15%
11%
10%
9%
6%
4%
2%
1%
0%
45-54
62%
44%
34%
30%
30%
22%
22%
18%
17%
13%
9%
9%
6%
6%
3%
1%
2%
2%
55-64
46%
35%
36%
37%
28%
26%
23%
21%
15%
13%
7%
7%
4%
3%
6%
2%
2%
3%
65-74
41%
28%
31%
31%
24%
19%
15%
15%
7%
12%
5%
2%
4%
2%
5%
2%
7%
0%
75 y ms 27%
12%
16%
24%
6%
9%
7%
8%
2%
5%
0%
1%
2%
0%
1%
2%
1%
0%
ABC1
38%
56%
55%
48%
63%
80%
60%
54%
32%
37%
15%
14%
9%
14%
17%
10%
5%
2%
C2
67%
40%
45%
44%
47%
42%
33%
32%
21%
17%
15%
10%
10%
8%
6%
2%
4%
1%
C3
70%
43%
39%
37%
28%
19%
18%
20%
13%
14%
10%
10%
7%
5%
3%
1%
1%
1%
62%
29%
24%
21%
16%
7%
6%
5%
7%
4%
6%
3%
2%
1%
1%
NORTE
C.
NORTE
RM
73%
27%
29%
30%
24%
24%
18%
16%
15%
13%
9%
7%
5%
4%
3%
1%
1%
1%
60%
26%
30%
33%
26%
24%
20%
6%
12%
10%
5%
4%
4%
2%
2%
1%
1%
0%
60%
48%
40%
32%
32%
27%
23%
27%
15%
14%
10%
7%
6%
5%
5%
3%
3%
1%
C. SUR
67%
24%
31%
36%
32%
22%
17%
12%
15%
11%
11%
11%
5%
5%
3%
2%
2%
1%
SUR
67%
33%
37%
40%
37%
25%
21%
14%
13%
14%
11%
9%
7%
4%
3%
2%
1%
1%
Productos Financieros
Cuenta Rut
54
25
AFP
24
Ninguno
22
Tarjeta de Dbito
21
Cuenta de Ahorros
21
Cuenta Corriente
15
Tarjeta de crdito
15
Isapre
12
Cuenta Vista
Seguro de Vida
Crdito de Consumo
Avance en efectivo
Crdito Hipotecario
APV
Fondos mutuos
2
2
Acciones
Renta Vitalicia
Productos Financieros
Tarjeta
de
Cuenta Tienda
Rut
o
Superm
ercado
AFP
Tarjeta
de Dbito
Cuenta
de
Ahorros
Cuenta
Corriente
Tarjeta
de
crdito
Isapre
Cuenta
Vista
Seguro de
Vida
APV
Fondos
Acciones
mutuos
TOTAL
54%
25%
24%
21%
21%
15%
15%
12%
9%
7%
5%
3%
3%
2%
2%
1%
HOMBRE
54%
23%
28%
24%
20%
17%
17%
14%
12%
9%
5%
4%
4%
3%
2%
1%
MUJER
54%
27%
20%
18%
22%
13%
13%
10%
7%
5%
4%
3%
2%
1%
1%
0%
15-24
57%
10%
13%
13%
11%
5%
6%
4%
4%
2%
2%
2%
0%
1%
1%
25-34
74%
28%
33%
32%
24%
18%
20%
20%
14%
9%
8%
4%
5%
4%
2%
1%
35-44
67%
34%
32%
26%
26%
23%
19%
16%
12%
9%
6%
4%
6%
2%
2%
1%
45-54
55%
29%
34%
25%
28%
18%
19%
13%
14%
10%
5%
5%
5%
3%
2%
1%
55-64
37%
32%
21%
19%
23%
16%
16%
11%
7%
6%
4%
3%
3%
1%
4%
1%
65-74
30%
21%
15%
13%
18%
12%
11%
8%
4%
8%
3%
1%
0%
1%
3%
1%
75 y ms
19%
19%
3%
9%
13%
4%
6%
7%
3%
3%
2%
0%
0%
0%
2%
ABC1
33%
39%
38%
51%
36%
55%
48%
38%
20%
19%
8%
5%
8%
6%
7%
6%
C2
60%
33%
29%
32%
31%
25%
23%
18%
14%
10%
8%
6%
6%
4%
3%
1%
C3
63%
28%
25%
18%
20%
10%
11%
10%
8%
7%
4%
4%
3%
2%
1%
1%
50%
15%
17%
10%
12%
2%
4%
3%
5%
3%
2%
1%
0%
0%
0%
0%
NORTE
C.
NORTE
RM
70%
24%
18%
16%
15%
11%
13%
10%
11%
7%
5%
5%
2%
3%
1%
0%
54%
25%
18%
17%
21%
12%
16%
4%
7%
5%
3%
2%
2%
1%
1%
0%
49%
23%
30%
22%
23%
16%
16%
17%
10%
7%
5%
3%
3%
2%
2%
1%
C. SUR
58%
27%
15%
22%
19%
12%
10%
7%
10%
6%
5%
3%
5%
2%
2%
0%
SUR
61%
32%
23%
26%
22%
18%
18%
8%
7%
8%
5%
3%
5%
2%
2%
1%
Tarjetas
UNA
32
CERO
28
DOS
17
TRES
11
CUATRO
CINCO
SEIS
SIETE
OTROS
En promedio los
chilenos tienen 1,6
tarjetas en su billetera.
PROME
DIO
UNA
CERO
DOS
TRES CUATRO
HOMBRE
32%
26%
18%
11%
6%
1,7
MUJER
31%
30%
16%
10%
6%
1,6
15-24
39%
38%
12%
5%
4%
1,1
25-34
38%
12%
19%
15%
6%
2,0
35-44
30%
16%
21%
17%
7%
2,1
45-54
31%
23%
21%
11%
7%
1,8
55-64
24%
32%
16%
10%
10%
1,6
65-74
26%
46%
16%
6%
3%
1,1
75 o ms
22%
59%
7%
8%
1%
,8
ABC1
18%
8%
27%
21%
12%
2,7
C2
29%
18%
19%
19%
8%
2,0
C3
34%
26%
18%
11%
5%
1,6
35%
41%
12%
3%
4%
1,1
NORTE
CENTRO
NORTE
RM
CENTRO
SUR
SUR
33%
17%
21%
10%
6%
2,1
30%
30%
18%
9%
6%
1,6
30%
32%
15%
12%
6%
1,5
36%
23%
18%
10%
6%
1,7
33%
17%
23%
12%
7%
1,9
Telefona Mvil
COMPAA
CELULAR
SI
92%
NO
8%
TIPO PLAN
Prepago
60%
Plan Mensual
Entel
Claro
Movistar
No sabe
Virgin Movil
VTR
Nextel
Interexport
Falabella Mvil
Telsur
Telestar
Otra
Netline
SMS CONCURSO
SI
16%
39
27
27
4
1
1
1
0
0
0
0
0
0
40%
NO
80%
Smartphone
TIPO DE CELULAR
APLICACIONES
61%
Tiene un
Smartphone
Redes sociales
91
Mensajes Chat
89
EVOLUTIVO
TENENCIA DE SMARTPHONE
72
Juegos
66
Mapas
63
De noticias
58
38
61
21
Deportivas o de salud
19
40
De taxis
2012
32
2013
2014
16
2015
Telefona Mvil
TIENE CELULAR
PREPAGO
PLAN MENSUAL
SMARTPHONE
TOTAL
92%
60%
40%
61%
HOMBRE
92%
57%
43%
66%
MUJER
93%
63%
37%
57%
15-24
96%
70%
30%
80%
25-34
98%
54%
46%
81%
35-44
98%
52%
48%
70%
45-54
95%
60%
40%
51%
55-64
88%
60%
40%
41%
65-74
81%
67%
33%
24%
75 y ms
66%
66%
34%
16%
ABC1
99%
22%
78%
88%
C2
97%
47%
53%
79%
C3
95%
64%
36%
61%
86%
77%
23%
42%
NORTE
94%
66%
34%
67%
C. NORTE
95%
63%
37%
58%
RM
90%
57%
43%
63%
C. SUR
96%
66%
34%
54%
SUR
97%
59%
41%
64%
Telefona Mvil
Escuchar msica
52
Revisa su correo
48
48
47
Ninguna
33
20
Leyendo noticias
18
15
15
13
Jugando online
12
11
Telefona Mvil
Descargand
Buscando
Consultando
Descargando
o msica, Leyendo informacin
direcciones
programas o
pelculas o noticias para trabajo
o
aplicaciones
series
o estudios
ubicaciones
Escuchar
msica
Revisa su
correo
Actualiza
redes
sociales
Tomar
fotos o
videos
NORTE
52%
56%
47%
85%
70%
63%
36%
22%
6%
4%
58%
60%
54%
43%
51%
48%
52%
44%
67%
73%
56%
38%
24%
8%
3%
81%
65%
49%
27%
50%
48%
51%
45%
77%
71%
55%
32%
17%
9%
3%
66%
59%
49%
34%
51%
47%
50%
43%
72%
63%
54%
35%
26%
11%
3%
62%
53%
49%
36%
39%
20%
22%
17%
45%
29%
18%
7%
3%
1%
2%
19%
26%
21%
15%
18%
18%
22%
14%
25%
31%
19%
12%
9%
3%
2%
31%
25%
18%
10%
17%
15%
19%
11%
25%
26%
15%
10%
3%
2%
0%
23%
20%
15%
9%
12%
15%
20%
10%
31%
27%
11%
6%
2%
0%
0%
18%
20%
15%
10%
14%
13%
17%
10%
18%
25%
17%
8%
4%
1%
0%
22%
15%
12%
10%
7%
C. NORTE
44%
45%
49%
41%
17%
18%
18%
16%
13%
RM
55%
51%
47%
49%
22%
17%
15%
14%
15%
C. SUR
47%
42%
43%
48%
16%
14%
14%
16%
9%
SUR
51%
46%
54%
51%
20%
27%
17%
18%
19%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
Tenencia de Mascotas
Perro
56
Ninguna
35
Gato
22
Pjaros
Hamster
Peces
Otro
3
0%
25%
50%
75%
PERRO
GATO
TOTAL
56%
22%
HOMBRE
54%
21%
MUJER
57%
23%
15-24
61%
21%
25-34
51%
21%
35-44
54%
22%
45-54
52%
23%
55-64
61%
20%
65-74
55%
28%
75 y ms
56%
20%
ABC1
58%
24%
C2
58%
16%
C3
53%
21%
56%
26%
NORTE
56%
26%
C. NORTE
55%
26%
RM
58%
21%
C. SUR
50%
19%
SUR
49%
21%
Reciclaje
TOTAL
EDAD
SEXO
20
23
Hombre
Mujer
25
27
26
17
2012
2013
20
22
ABC1
2011
15-24
19
22
25-34
35-44
45-54
C2
C3
28
55-64
25
65-74
18
75 y ms
ZONA
GSE
44
29
17
22
19
14
D
26
18
17
CENTRO
SUR
SUR
7
NORTE CENTRO
GRANDE NORTE
RM
2014
MATERIALES
38%
38%
50% 56%
46%
Reciclaje
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Vidrios
Plstico
Papel
Cartn
Latas/Metales
56%
52%
59%
32%
61%
45%
66%
71%
63%
37%
72%
66%
49%
38%
13%
40%
62%
52%
47%
50%
45%
54%
46%
51%
41%
56%
48%
49%
81%
58%
48%
43%
54%
40%
50%
47%
53%
73%
46%
46%
45%
39%
52%
48%
48%
58%
27%
11%
63%
41%
42%
41%
34%
25%
52%
35%
38%
38%
35%
41%
28%
44%
43%
34%
50%
27%
16%
49%
37%
26%
45%
31%
17%
43%
30%
38%
38%
42%
34%
37%
51%
38%
27%
35%
40%
37%
27%
37%
26%
60%
42%
51%
37%
34%
33%
MEDIOS DE COMUNICACIN
2011
2012
2013
2014
2015
64
57
51
48 49
36
29
26
24
21
3232
21
12
Publicidad En
Televisin
Ninguno
10111212 9
Publicidad En
Avisos De Va
Pblica
6 8
Redes Sociales
Catlogos
7 8
Descuentos,
Cupones, Etc
2121
18
20
1615 15
11
17
13
101111
10
Publicidad En
Revistas
Publicidad en
radios
Publicidad En
Folletos
Entregados A
Domicilio O En
La Calle
1 1 1 2 4
2 4 3 3 3
5 3
2 2 3
1 1 2 1 3
Publicidad A
Travs De Los
Celulares
Publicidad A
Travs Correos
Electrnicos
Publicidad En
Eventos Pblicos
(Conciertos,
Deportivos, Etc.)
Publicidad En El
Cine
8 7
Noticias O
Reportajes De
Marca
1718
5 7
Rostros De Marcas
14
10 9 8 9
Medios de Publicidad
SEGN SEXO
TOTAL
HOMBRE
MUJER
Publicidad en televisin
49%
46%
52%
Ninguno
26%
29%
24%
Catlogos
21%
18%
23%
Publicidad en diarios
18%
18%
18%
Comentarios de conocidos
18%
16%
20%
Publicidad en Internet
15%
18%
12%
Publicidad en revistas
11%
8%
13%
Publicidad en radios
10%
11%
10%
Publicidad en folletos
9%
7%
10%
9%
6%
11%
Redes sociales
8%
10%
6%
8%
8%
8%
7%
8%
6%
Rostros de marcas
7%
6%
8%
4%
3%
4%
3%
4%
2%
3%
3%
2%
Publicidad en el cine
3%
2%
3%
Medios de Publicidad
SEGN EDAD
Publicidad en televisin
49%
49%
50%
53%
51%
46%
36%
55%
Ninguno
26%
20%
21%
24%
29%
30%
39%
31%
Catlogos
21%
16%
26%
25%
21%
20%
19%
13%
Publicidad en diarios
18%
17%
19%
22%
20%
17%
12%
15%
Comentarios de conocidos
18%
17%
15%
24%
16%
16%
12%
33%
Publicidad en Internet
15%
28%
25%
15%
7%
4%
3%
0%
Publicidad en revistas
11%
13%
15%
13%
7%
9%
7%
7%
Publicidad en radios
10%
9%
9%
9%
13%
6%
10%
27%
Publicidad en folletos
9%
7%
11%
12%
5%
7%
9%
16%
9%
9%
13%
8%
7%
5%
8%
5%
8%
15%
13%
9%
5%
3%
1%
0%
8%
11%
7%
10%
10%
3%
5%
5%
7%
7%
7%
6%
7%
7%
4%
12%
Rostros de marcas
7%
8%
4%
8%
7%
10%
5%
7%
4%
8%
4%
5%
2%
2%
0%
3%
3%
7%
2%
2%
1%
2%
0%
3%
6%
2%
3%
3%
1%
1%
1%
3%
4%
3%
2%
4%
1%
2%
0%
Publicidad en avisos de va
pblica
Redes sociales
Medios de Publicidad
SEGN GSE
TOTAL
ABC1
C2
C3
Publicidad en televisin
49%
30%
40%
52%
58%
Ninguno
26%
41%
23%
29%
22%
Catlogos
21%
21%
28%
20%
17%
Publicidad en diarios
18%
16%
25%
18%
15%
Comentarios de conocidos
18%
19%
23%
17%
15%
Publicidad en Internet
15%
14%
17%
17%
12%
Publicidad en revistas
11%
11%
13%
12%
9%
Publicidad en radios
10%
7%
7%
9%
13%
Publicidad en folletos
9%
7%
8%
7%
12%
9%
6%
13%
10%
6%
Redes sociales
8%
7%
11%
10%
6%
8%
9%
14%
7%
5%
7%
7%
10%
8%
5%
Rostros de marcas
7%
6%
15%
6%
4%
4%
2%
4%
5%
3%
3%
3%
4%
6%
1%
3%
4%
5%
3%
1%
Publicidad en el cine
3%
1%
1%
5%
2%
Medios de Publicidad
SEGN ZONA
TOTAL
NORTE
C. NORTE
RM
C.SUR
SUR
Publicidad en televisin
49%
59%
52%
42%
62%
56%
Ninguno
26%
8%
29%
35%
12%
14%
Catlogos
21%
32%
18%
20%
17%
25%
Publicidad en diarios
18%
45%
11%
15%
21%
14%
Comentarios de conocidos
18%
23%
12%
18%
21%
17%
Publicidad en Internet
15%
21%
24%
9%
20%
19%
Publicidad en revistas
11%
17%
4%
9%
17%
18%
Publicidad en radios
10%
14%
7%
7%
17%
22%
Publicidad en folletos
9%
10%
11%
5%
9%
27%
9%
12%
4%
10%
6%
8%
Redes sociales
8%
13%
15%
5%
9%
10%
8%
9%
6%
9%
9%
4%
7%
15%
5%
6%
8%
3%
Rostros de marcas
7%
15%
6%
6%
7%
2%
4%
5%
3%
4%
3%
1%
3%
11%
1%
2%
3%
5%
3%
10%
0%
3%
2%
2%
3%
7%
1%
3%
1%
0%
2011
2012
2013
2014
2015
MEDIO MS CONFIABLE
45
42 39 42 39
16
TV
21 22 19 22
13
Diario
17 15
13
19
8 8
Radio
12 10 9
Internet/Sitios
Web
12
9 9
11
Boca en boca
3
0 1 1 1
1 1 1 1 1
1 1 1 1 0
Mensajera
Revistas
Va Pblica
17 17 20
20 22
Boca en boca
19 20 20 19 20
12
Internet/Sitios
Web
18
21 21
TV
18
21
12 13
9 10 12
Diario
17
12 13 10
Mensajera
5 6 4 5 7
Revistas
9 10
5 5 5
Va Pblica
4 3 5 4 5
Radio
TV
DIARIO
RADIO
INTERNET
BOCA A
BOCA
TOTAL
39%
22%
19%
9%
6%
3%
1%
0%
HOMBRE
34%
25%
22%
11%
6%
2%
1%
0%
MUJER
45%
19%
17%
8%
6%
3%
1%
0%
15-24
30%
22%
16%
19%
6%
5%
0%
0%
25-34
38%
23%
16%
14%
4%
3%
1%
0%
35-44
42%
24%
15%
7%
7%
4%
1%
0%
45-54
39%
15%
27%
8%
7%
3%
1%
0%
55-64
45%
17%
25%
3%
6%
2%
1%
0%
65-74
47%
20%
21%
2%
7%
0%
0%
2%
75 y ms
37%
45%
14%
1%
1%
2%
0%
0%
ABC1
25%
26%
23%
19%
2%
5%
0%
0%
C2
36%
23%
20%
11%
5%
3%
1%
0%
C3
40%
18%
21%
11%
6%
2%
1%
1%
44%
22%
17%
5%
7%
3%
0%
0%
NORTE
39%
28%
21%
7%
1%
1%
1%
0%
C. NORTE
46%
21%
19%
9%
2%
1%
1%
1%
RM
40%
18%
17%
11%
9%
4%
0%
0%
C. SUR
42%
26%
22%
6%
3%
1%
0%
1%
SUR
25%
28%
26%
8%
6%
4%
5%
0%
Y el menos confiable?
BOCA A
BOCA
INTERNET
TV
DIARIO
VA
PBLICA
RADIO
TOTAL
22%
20%
18%
13%
10%
7%
5%
5%
HOMBRE
23%
18%
20%
12%
11%
7%
5%
4%
MUJER
21%
22%
16%
13%
8%
7%
6%
6%
15-24
24%
20%
22%
9%
9%
7%
4%
5%
25-34
24%
27%
19%
11%
5%
5%
5%
4%
35-44
20%
16%
14%
10%
15%
12%
6%
8%
45-54
23%
18%
21%
11%
9%
7%
4%
7%
55-64
19%
19%
13%
25%
9%
4%
8%
3%
65-74
28%
16%
15%
16%
13%
4%
4%
2%
75 y ms
18%
32%
16%
8%
9%
6%
5%
7%
ABC1
24%
14%
30%
12%
9%
5%
3%
4%
C2
25%
21%
20%
9%
8%
7%
6%
3%
C3
24%
21%
17%
14%
7%
6%
5%
5%
18%
21%
13%
14%
12%
8%
6%
7%
NORTE
22%
27%
12%
13%
11%
8%
3%
4%
C. NORTE
25%
16%
21%
14%
6%
5%
4%
8%
RM
18%
21%
18%
15%
10%
7%
5%
6%
C. SUR
32%
13%
16%
9%
10%
10%
7%
3%
SUR
26%
26%
19%
6%
11%
4%
4%
4%
MENSAJERA REVISTAS
Televisin abierta
TOTAL
TIPOS DE PROGRAMA
Programas de noticia
79
Pelculas
54
Telenovelas y series
44
Documentales
32
Programas deportivos
1%
26
Programas de conversacin
24
Dibujos animados
14
Programas de Farndula
13
13
Programas de concurso
10
10
Televisin abierta
97
95
95
93
2011
SEXO
2012
2014
95
94
92
2015
GSE
EDAD
97
93
2013
97
97
94
95
92
ZONA
96
94
90
93
94
91
90
SUR
CENTRO SUR
RM
CENTRO
NORTE
NORTE
GRANDE
C3
C2
ABC1
75 y ms
65-74
55-64
45-54
35-44
25-34
15-24
Mujer
Hombre
87
Televisin abierta
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Programas de
noticia
Pelculas
79%
79%
80%
54%
77%
86%
88%
92%
89%
85%
83%
79%
79%
79%
84%
82%
80%
76%
75%
54%
58%
49%
59%
50%
51%
54%
52%
55%
54%
38%
50%
55%
59%
39%
59%
56%
53%
45%
Telenovelas y
Documentales
series
44%
25%
62%
37%
49%
43%
45%
40%
52%
44%
29%
38%
46%
49%
43%
47%
38%
54%
59%
32%
37%
28%
30%
33%
36%
31%
34%
34%
23%
40%
34%
32%
29%
29%
38%
34%
28%
22%
Programas
deportivos
Programas de
conversacin
26%
44%
8%
29%
23%
26%
28%
25%
27%
29%
21%
24%
26%
29%
26%
29%
27%
21%
24%
24%
24%
24%
10%
21%
32%
24%
32%
30%
35%
25%
25%
23%
25%
16%
23%
29%
19%
15%
TIPOS DE PROGRAMA
TOTAL
Canales de pelculas
75
Canales de Noticias
43
Canales de documentales
39
Canales de deportes
35
Series
1%
33
25
Canales de msica
24
10
Canales de manualidades
Canales para adultos
5
3
7% de los chilenos
declara ver canales de
peliculas.
2015
64
CENTRO
NORTE
NORTE
GRANDE
C2
54
ABC1
79
78
73
SUR
76
74
CENTRO SUR
84
62
75 y ms
56
65-74
66
55-64
70
45-54
72
ZONA
RM
91
35-44
80
25-34
72
15-24
70
Mujer
Hombre
70
GSE
EDAD
C3
SEXO
Canales de
Canales de Canales de
Canales de
documenta
pelculas
Noticias
deportes
les
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
75%
76%
74%
80%
77%
78%
73%
69%
68%
62%
71%
77%
75%
75%
62%
81%
78%
75%
63%
43%
46%
41%
24%
38%
50%
51%
49%
54%
63%
53%
45%
42%
39%
55%
58%
36%
44%
46%
39%
41%
37%
34%
39%
40%
40%
42%
44%
35%
43%
49%
40%
29%
35%
48%
38%
38%
37%
35%
54%
15%
41%
38%
26%
36%
27%
27%
54%
31%
36%
32%
38%
35%
40%
34%
34%
32%
Series
33%
31%
35%
42%
35%
37%
26%
30%
26%
14%
33%
38%
37%
24%
29%
35%
32%
38%
32%
Canales Canales de
para nios msica
25%
19%
31%
26%
38%
34%
19%
13%
12%
1%
18%
25%
27%
26%
25%
32%
24%
22%
24%
24%
23%
25%
43%
28%
25%
16%
10%
7%
5%
20%
28%
21%
23%
26%
23%
24%
24%
20%
Canales de
Canales de Canales para
comida/
manualidades
adultos
cocina
10%
4%
16%
7%
10%
13%
10%
12%
11%
4%
9%
11%
12%
9%
10%
15%
8%
12%
10%
5%
2%
8%
2%
3%
7%
6%
5%
8%
7%
6%
5%
6%
4%
3%
7%
5%
4%
5%
3%
2%
3%
2%
3%
4%
3%
3%
3%
3%
2%
3%
3%
3%
4%
3%
2%
4%
2%
Canales
religiosos
1%
1%
1%
1%
%
1%
1%
%
4%
%
1%
2%
1%
1%
2%
1%
1%
1%
2%
Consumo de TV Cable
HBO
39
CDF
22
Cinecanal
20
TNT
18
Discovery Channel
16
Discovery Kids
CNN Chile
Space
Cartoon Network
FOX
14
I-SAT
Animal Planet
13
Universal
History Channel
13
Movie City
Sony
Gourmet
MTV
Zona Latina
Fox Sports
11
24 Horas
10
Cinemax
10
Disney Channel
ESPN
Consumo de TV Cable
HBO
CDF
Cinecanal
TNT
Discovery
Channel
FOX
Animal
Planet
TOTAL
39%
22%
20%
18%
16%
14%
13%
13%
11%
10%
HOMBRE
39%
33%
18%
18%
18%
16%
13%
17%
16%
9%
MUJER
40%
10%
22%
19%
15%
13%
14%
10%
6%
12%
15-24
33%
24%
21%
21%
13%
24%
8%
14%
13%
3%
25-34
35%
25%
21%
17%
10%
17%
9%
16%
8%
6%
35-44
48%
13%
23%
12%
23%
12%
15%
10%
9%
13%
45-54
42%
26%
19%
20%
21%
10%
17%
11%
11%
12%
55-64
43%
20%
21%
18%
15%
9%
20%
16%
10%
20%
65-74
42%
14%
18%
24%
23%
10%
15%
13%
11%
11%
75 y ms
31%
24%
11%
25%
9%
6%
16%
11%
27%
18%
ABC1
45%
18%
19%
11%
15%
11%
15%
14%
16%
12%
C2
45%
17%
20%
15%
22%
14%
17%
19%
8%
8%
C3
38%
21%
18%
19%
15%
13%
12%
10%
9%
14%
33%
27%
23%
25%
13%
17%
11%
11%
13%
8%
NORTE
39%
17%
20%
16%
15%
16%
11%
12%
9%
19%
C. NORTE
41%
25%
29%
21%
17%
16%
9%
10%
9%
6%
RM
42%
25%
17%
15%
18%
13%
15%
14%
11%
9%
C. SUR
33%
16%
24%
29%
14%
16%
14%
11%
9%
12%
SUR
32%
15%
20%
15%
14%
15%
11%
17%
17%
10%
History
Fox Sports
Channel
24 Horas
Televisin
CANAL QUE MS VE
50%
27
23
19
26
25
21
19
16
16
11
8
2 1 2
0%
Mega
TVN
CHV
Canal 13
La Red
0 0 0
0 1 0
0 1 0
0 0 0
0 0 0
Otro
24 Horas
CNN Chile
UCV
Telecanal
Televisin
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Mega
TVN
CHV
Canal 13
La Red
Otro
30%
25%
34%
30%
33%
31%
29%
27%
28%
24%
19%
24%
30%
35%
23%
34%
28%
34%
34%
27%
28%
26%
27%
25%
25%
30%
26%
27%
36%
29%
24%
29%
28%
36%
32%
21%
31%
40%
21%
25%
17%
17%
21%
23%
18%
25%
22%
20%
16%
23%
19%
22%
20%
15%
26%
13%
11%
19%
18%
20%
22%
18%
19%
18%
18%
19%
18%
33%
24%
19%
12%
16%
16%
22%
18%
10%
2%
3%
2%
3%
2%
1%
4%
3%
2%
1%
1%
3%
3%
2%
3%
2%
2%
2%
2%
0%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
1%
0%
0%
0%
0%
0%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
0%
1%
1%
0%
1%
1%
0%
1%
0%
0%
0%
0%
0%
1%
1%
0%
1%
1%
0%
0%
1%
0%
0%
1%
0%
UCV
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
Televisin
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
CHV
TVN
Mega
Canal 13
No lo ve
26%
29%
24%
19%
32%
31%
26%
27%
26%
21%
16%
25%
25%
31%
25%
17%
33%
17%
14%
25%
25%
25%
20%
22%
24%
30%
26%
28%
37%
30%
23%
27%
24%
33%
29%
20%
28%
39%
23%
19%
27%
21%
23%
22%
24%
24%
28%
16%
15%
18%
23%
27%
18%
28%
20%
29%
28%
16%
16%
16%
19%
15%
18%
13%
15%
12%
19%
27%
22%
14%
11%
14%
16%
16%
17%
12%
7%
8%
6%
19%
7%
2%
3%
5%
%
3%
9%
8%
8%
5%
4%
6%
8%
5%
4%
En qu canal ve el matinal?
Televisin
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
No lo ve
Mega
TVN
Canal 13
CHV
La Red
44%
59%
29%
53%
43%
41%
48%
39%
39%
33%
57%
46%
45%
38%
32%
41%
49%
39%
39%
19%
13%
25%
16%
26%
17%
17%
18%
19%
16%
10%
16%
20%
21%
15%
24%
18%
20%
16%
16%
14%
18%
8%
11%
16%
17%
22%
19%
36%
13%
12%
15%
20%
19%
16%
14%
15%
27%
11%
6%
16%
16%
11%
13%
10%
9%
10%
4%
13%
13%
11%
10%
15%
10%
10%
13%
11%
8%
7%
9%
6%
7%
11%
6%
9%
11%
10%
4%
10%
7%
9%
15%
6%
8%
9%
5%
2%
1%
2%
1%
1%
2%
1%
2%
1%
1%
2%
2%
1%
2%
2%
2%
1%
2%
2%
Televisin
65
59
25
20
16
14
10
6 A 9 DE LA
MAANA
10 A 12 DE LA
MAANA
1 A 3 DE LA
TARDE
4 A 6 DE LA
TARDE
6 A 10 DE LA
NOCHE
10 A 12 DE LA
NOCHE
1 A 5 DE LA
MAANA
Televisin
6 A 10 DE LA 10 A 12 DE LA 4 A 6 DE LA
NOCHE
NOCHE
TARDE
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
65%
66%
63%
56%
57%
63%
68%
69%
79%
75%
66%
66%
61%
66%
54%
62%
72%
50%
58%
59%
63%
56%
61%
60%
66%
58%
58%
55%
47%
58%
56%
65%
58%
49%
67%
58%
62%
61%
25%
19%
31%
26%
19%
19%
21%
30%
43%
34%
15%
21%
22%
33%
19%
26%
28%
25%
15%
10 A 12 DE
LA
MAANA
6 A 9 DE LA
MAANA
1 A 3 DE LA
TARDE
1 A 5 DE LA
MAANA
20%
13%
26%
20%
15%
16%
14%
27%
31%
28%
15%
20%
18%
23%
21%
28%
18%
21%
20%
16%
14%
17%
11%
14%
16%
16%
20%
22%
17%
13%
15%
16%
17%
18%
18%
16%
12%
14%
14%
9%
19%
14%
7%
9%
10%
21%
27%
30%
7%
15%
12%
17%
16%
19%
12%
16%
14%
10%
12%
7%
12%
9%
14%
8%
6%
6%
8%
7%
7%
13%
9%
8%
12%
9%
9%
11%
Radio
TOTAL
TIPOS DE PROGRAMA
79
MSICA
73
35
PROGRAMAS DE NOTICIAS
42
15
20
PROGRAMAS DE
CONVERSACIN
2015
11
PROGRAMAS DEPORTIVOS
24%
2
3
OTRO
0%
Un 2% de quienes escuchan
radio, lo hacen por la seal
online.
4
6
FARNDULA
5%
2014
18
25%
50%
75%
100%
Radio
87
88
86
81
2011
82
80
2015
GSE
ZONA
85
82
81
81
81
78
77
84
81
76
76
RM
81
2014
EDAD
85
82
2013
CENTRO
NORTE
SEXO
2012
78
74
SUR
CENTRO SUR
NORTE
GRANDE
C3
C2
ABC1
75 y ms
65-74
55-64
45-54
35-44
25-34
15-24
Mujer
Hombre
72
Radio
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
MSICA
PROGRAMAS DE
NOTICIAS
PROGRAMAS DE
CONVERSACIN
PROGRAMAS
DEPORTIVOS
FARNDULA
79%
77%
82%
86%
83%
79%
79%
78%
70%
64%
74%
75%
82%
81%
66%
84%
81%
80%
78%
35%
39%
31%
17%
29%
33%
39%
41%
51%
63%
42%
39%
31%
33%
48%
38%
31%
34%
44%
15%
15%
15%
9%
12%
13%
16%
22%
20%
22%
23%
16%
14%
13%
11%
17%
16%
12%
14%
11%
21%
2%
10%
12%
9%
11%
9%
14%
22%
9%
9%
10%
14%
14%
8%
11%
14%
14%
4%
2%
6%
6%
7%
3%
2%
2%
5%
4%
3%
5%
4%
4%
9%
3%
3%
7%
4%
Diarios
TOTAL
CONTENIDOS
86
84
NACIONAL
POLICIAL
29
INTERNACIONAL
34
34
DEPORTES
33
34
23
21
POLTICA
26%
16%
ARTE Y ESPECTCULOS
19
20
FARNDULA
18
19
TENDENCIAS
13
16
NEGOCIOS
10
15
0%
36
25%
2015
2014
Un 9% de leen diarios,
lo hacen slo online.
Un 17% lee en papel y online.
50%
75%
100%
Qu secciones lee?
Diarios
ARTE Y
ESPCTACUL FARNDULA TENDENCIAS
O
NACIONAL
POLICIAL
INTERNACIO
NAL
DEPORTES
POLTICA
TOTAL
86%
36%
34%
33%
23%
19%
18%
13%
10%
HOMBRE
86%
34%
38%
53%
25%
16%
10%
10%
13%
MUJER
86%
38%
29%
12%
21%
22%
27%
15%
6%
15-24
77%
20%
25%
36%
16%
19%
21%
11%
6%
25-34
81%
38%
29%
37%
20%
16%
18%
14%
5%
35-44
89%
36%
34%
29%
28%
22%
22%
16%
10%
45-54
90%
45%
40%
30%
24%
18%
15%
13%
12%
55-64
89%
39%
35%
34%
25%
23%
16%
11%
12%
65-74
92%
36%
43%
35%
26%
13%
13%
10%
15%
75 y ms
94%
37%
33%
32%
24%
21%
20%
8%
13%
ABC1
94%
28%
57%
32%
33%
24%
9%
17%
20%
C2
89%
29%
41%
32%
24%
25%
17%
15%
13%
C3
87%
39%
32%
34%
25%
19%
21%
14%
9%
81%
40%
23%
34%
17%
13%
20%
8%
4%
NORTE
91%
39%
25%
26%
17%
15%
15%
11%
4%
C. NORTE
87%
25%
37%
29%
17%
14%
17%
18%
9%
RM
85%
36%
36%
37%
27%
22%
19%
12%
10%
C. SUR
84%
36%
32%
32%
19%
15%
19%
9%
8%
SUR
88%
46%
27%
23%
20%
17%
13%
15%
14%
NEGOCIOS
Diarios
63
57
46
41
2011
SEXO
2012
2013
2014
2015
GSE
EDAD
ZONA
69
51
47
38
C3
C2
ABC1
75 y ms
65-74
55-64
45-54
35-44
25-34
15-24
Mujer
Hombre
26
44
29
36
45
28
34
SUR
49
CENTRO SUR
47
RM
41
CENTRO
NORTE
36
43
NORTE
GRANDE
42
45
Internet
TOTAL
ACCESOS
78
77
DESDE SU HOGAR
DESDE EL CELULAR
39
20
21
DESDE EL TRABAJO
7
7
9
10
DESDE EL LUGAR DE
ESTUDIO
47
4
5
DESDE UN CIBERCAF
2
2
OTRO
1
1
2015
2014
Internet
61
56
54
2011
2012
70
53
63
58
61
65
66
SUR
77
CENTRO SUR
70
RM
88
ZONA
CENTRO
NORTE
89
58
2015
GSE
EDAD
89
66
2014
NORTE
GRANDE
SEXO
2013
40
37
24
C3
C2
ABC1
75 y ms
65-74
55-64
45-54
35-44
25-34
15-24
Mujer
Hombre
Internet
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
DESDE SU
HOGAR
DESDE EL
CELULAR
DESDE EL
TRABAJO
78%
77%
78%
78%
71%
77%
82%
82%
88%
72%
91%
88%
76%
63%
77%
77%
77%
81%
73%
47%
48%
47%
52%
59%
53%
36%
36%
10%
8%
54%
52%
48%
39%
53%
59%
45%
40%
51%
20%
22%
18%
6%
23%
31%
26%
24%
10%
7%
37%
26%
20%
6%
15%
14%
24%
17%
16%
ME CONECTO
DESDE LA
CON WIFI EN
CASA DE OTRA
LUGARES
PERSONA
PBLICOS
9%
10%
7%
13%
8%
7%
8%
5%
3%
0%
5%
8%
7%
12%
15%
4%
8%
10%
12%
7%
6%
7%
12%
9%
5%
2%
1%
1%
0%
3%
8%
7%
6%
17%
5%
4%
9%
8%
DESDE EL
LUGAR DE
ESTUDIO
DESDE UN
CIBERCAF
4%
4%
5%
12%
3%
1%
0%
0%
0%
0%
5%
6%
4%
2%
6%
3%
4%
6%
3%
2%
3%
1%
3%
1%
1%
2%
1%
1%
8%
1%
1%
2%
3%
6%
1%
1%
1%
4%
Actividades Internet
Revisa su correo
80
68
31
Leyendo noticias
29
24
24
Jugando online
21
17
16
14
12
5
3
2
Actividades Internet
SEGN SEXO
TOTAL
HOMBRE
MUJER
Revisa su correo
80%
81%
78%
68%
67%
69%
31%
34%
28%
Leyendo noticias
29%
33%
25%
24%
29%
19%
24%
27%
21%
Jugando online
21%
25%
17%
17%
20%
14%
16%
18%
13%
14%
16%
11%
12%
13%
10%
8%
9%
7%
6%
7%
6%
5%
5%
4%
2%
1%
2%
Actividades Internet
SEGN EDAD
75 y
ms
Revisa su correo
80%
79%
85%
81%
78%
75%
71%
55%
68%
80%
80%
67%
55%
48%
36%
29%
31%
51%
34%
27%
15%
11%
13%
14%
Leyendo noticias
29%
26%
34%
29%
27%
28%
41%
14%
24%
37%
34%
18%
12%
10%
5%
1%
24%
29%
29%
20%
20%
17%
21%
3%
Jugando online
21%
30%
25%
21%
12%
11%
11%
4%
17%
17%
25%
15%
18%
10%
10%
1%
16%
8%
25%
18%
17%
13%
10%
2%
14%
19%
16%
14%
7%
8%
5%
1%
12%
15%
17%
10%
6%
2%
9%
2%
8%
5%
14%
8%
8%
4%
2%
0%
6%
5%
10%
7%
4%
4%
4%
0%
5%
6%
7%
3%
3%
2%
2%
0%
2%
3%
2%
1%
1%
0%
1%
0%
Actividades Internet
SEGN GSE
TOTAL
ABC1
C2
C3
Revisa su correo
80%
93%
84%
78%
72%
68%
68%
72%
67%
66%
31%
25%
35%
30%
32%
Leyendo noticias
29%
41%
40%
26%
18%
24%
21%
30%
23%
23%
24%
29%
29%
21%
20%
Jugando online
21%
16%
23%
22%
21%
17%
19%
24%
14%
15%
16%
32%
24%
9%
9%
14%
11%
16%
16%
10%
12%
14%
17%
9%
8%
8%
14%
10%
5%
6%
6%
3%
9%
6%
5%
5%
6%
6%
4%
3%
2%
1%
2%
1%
2%
Actividades Internet
SEGN ZONA
TOTAL
NORTE C.NORTE
RM
C.SUR
SUR
Revisa su correo
80%
78%
79%
82%
74%
78%
68%
69%
75%
66%
66%
72%
31%
27%
30%
31%
34%
30%
29%
25%
29%
30%
27%
37%
24%
24%
32%
21%
28%
27%
24%
20%
24%
24%
25%
29%
Jugando online
21%
12%
27%
22%
18%
21%
17%
9%
16%
19%
17%
21%
16%
12%
15%
17%
10%
22%
14%
14%
16%
13%
9%
19%
12%
8%
9%
13%
8%
13%
8%
5%
7%
9%
6%
8%
6%
3%
3%
7%
8%
5%
5%
1%
3%
5%
6%
7%
2%
1%
1%
2%
2%
1%
Redes Sociales
18
16
FOURSQUARE
15
2
3
1
1
6
GOOGLE PLUS
TINDER
84
83
2015
2014
NINGUNA
14
13
Redes Sociales
NORTE
Facebook
84%
83%
84%
94%
95%
88%
74%
58%
49%
29%
78%
83%
87%
83%
89%
Twitter
18%
21%
15%
21%
27%
16%
12%
11%
5%
6%
24%
21%
15%
17%
16%
Instagram
15%
17%
13%
27%
22%
9%
4%
1%
1%
0%
15%
19%
14%
12%
18%
Ninguna
14%
14%
14%
4%
5%
11%
23%
38%
51%
57%
18%
14%
12%
16%
10%
Google
plus
6%
7%
6%
7%
9%
5%
5%
3%
3%
16%
9%
9%
5%
5%
4%
C. NORTE
89%
16%
15%
11%
8%
3%
RM
81%
19%
14%
16%
6%
C. SUR
85%
19%
17%
13%
SUR
84%
19%
14%
15%
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
LinkedIn FourSquare
2%
1%
3%
1%
1%
1%
2%
1%
5%
1%
1%
1%
2%
1%
1%
0%
1%
1%
0%
0%
6%
2%
3%
1%
2%
1%
1%
%
1%
1%
Tinder
1%
1%
0%
1%
1%
0%
1%
0%
0%
0%
1%
1%
0%
1%
1%
Pinterest
1%
0%
1%
1%
1%
0%
0%
0%
0%
0%
1%
1%
0%
0%
1%
1%
1%
0%
2%
1%
1%
1%
6%
3%
1%
0%
1%
7%
4%
1%
1%
1%
Programas de Mensajera
77
Facebook Messenger
40
Ninguna
17
Line
Google talk
Telegram
Programas de Mensajera
TOTAL
HOMBRE
MUJER
15-24
25-34
35-44
45-54
55-64
65-74
75 y ms
ABC1
C2
C3
D
NORTE
C. NORTE
RM
C. SUR
SUR
Whattsapp
Facebook
Messenger
Line
Google talk
Telegram
77%
76%
78%
91%
85%
78%
65%
60%
37%
33%
83%
82%
74%
73%
80%
80%
76%
74%
80%
40%
41%
38%
53%
51%
37%
27%
21%
9%
18%
38%
42%
37%
42%
34%
47%
35%
50%
47%
5%
7%
3%
8%
7%
3%
4%
1%
3%
0%
6%
7%
5%
4%
5%
6%
4%
8%
7%
5%
6%
4%
5%
9%
6%
3%
1%
0%
0%
6%
6%
3%
7%
5%
4%
5%
8%
4%
2%
4%
1%
2%
6%
1%
1%
%
1%
0%
4%
1%
1%
4%
2%
6%
2%
2%
2%
Revistas
2013
17
14
20
14
13
C3
C2
ABC1
75 y ms
65-74
55-64
45-54
35-44
25-34
15-24
Mujer
Hombre
10
17
17
13
10
SUR
18
24
CENTRO SUR
15
19
ZONA
RM
27
20
2015
GSE
EDAD
17
2014
CENTRO
NORTE
SEXO
2012
16
NORTE
GRANDE
2011
18
29
58
59
Ayudar a su familia
58
Viajar
60
52
52
Pagar deudas
51
47
Ahorrar
41
38
Invertir
39
41
32
29
Comprar un auto
2015
30
Arreglar la casa
2014
26
0%
25%
50%
75%
21
26
23
24
20
21
11
11
Tomarse un ao sabtico
Donar para beneficencia
6
5
6
Comprar ropa
Hacerse una Ciruga Plstica
Casarse
2
1
0%
2015
2014
25%
50%
75%
Instalar
Estudiar,
Comprar Arreglar
un
pagar
un auto
la casa
negocio
estudios
propio
Comprar
Preocupa
Donar
Comprar
Tomarse
terreno
rse de su
para
una
un ao
en
salud,
beneficen
parcela
sabtico
cementer
operarse
cia
io
Ayudar a
su familia
Viajar
TOTAL
58%
58%
52%
51%
41%
39%
32%
30%
26%
23%
20%
13%
11%
8%
6%
HOMBRE
55%
61%
49%
53%
40%
44%
35%
27%
26%
24%
22%
11%
12%
6%
6%
MUJER
61%
54%
54%
49%
41%
35%
29%
33%
27%
21%
17%
16%
10%
10%
6%
15-24
60%
66%
35%
55%
37%
40%
45%
19%
49%
21%
9%
4%
10%
7%
1%
25-34
52%
60%
60%
64%
36%
40%
40%
16%
32%
29%
16%
6%
12%
6%
1%
35-44
53%
55%
62%
58%
40%
43%
34%
23%
27%
24%
24%
10%
12%
5%
3%
45-54
53%
51%
59%
52%
43%
39%
29%
33%
23%
26%
24%
15%
12%
6%
6%
55-64
63%
57%
55%
42%
45%
38%
23%
45%
11%
20%
26%
15%
13%
8%
10%
65-74
66%
53%
44%
25%
44%
36%
21%
48%
9%
16%
24%
31%
10%
17%
12%
75 y ms
78%
57%
31%
32%
47%
29%
8%
57%
0%
7%
19%
38%
3%
25%
21%
ABC1
47%
77%
38%
41%
46%
49%
26%
20%
22%
18%
24%
9%
16%
10%
1%
C2
56%
69%
55%
52%
37%
43%
30%
21%
32%
19%
21%
9%
17%
7%
4%
C3
58%
58%
49%
52%
43%
39%
37%
29%
29%
24%
18%
13%
10%
6%
4%
62%
46%
55%
52%
40%
34%
31%
37%
23%
25%
20%
17%
7%
10%
9%
NORTE
59%
67%
55%
50%
32%
35%
32%
33%
17%
22%
11%
10%
9%
5%
6%
C. NORTE
63%
61%
51%
49%
34%
48%
32%
27%
24%
21%
17%
11%
11%
9%
3%
RM
57%
54%
49%
54%
44%
38%
30%
29%
29%
22%
21%
15%
14%
10%
7%
C. SUR
60%
62%
57%
39%
41%
42%
38%
33%
26%
24%
21%
13%
7%
5%
4%
SUR
51%
57%
57%
53%
43%
33%
37%
31%
27%
24%
22%
11%
3%
8%
5%
Invertir
ESTILOS DE VIDA
CONTACTO
Jos Miguel Ventura al 24792007
josemiguel.ventura @gfk.com
www.chile3d.cl
| www.adimark.cl