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Web monitor

Web monitor. Internet key numbers. March 2013. March 2013: highlights.

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Web monitor

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  1. Web monitor Internet keynumbers March 2013

  2. March 2013: highlights A Marzo 2013 gli italiani online sono 14,8 milioni su base giornaliera e 29,3 milioni nel mese, con un incremento del 6% rispetto all’omologo 2012. I target maggiormente in crescita sono i bambini e gli over 65 (2-11 y.o. +16%; +65 y.o. +15%).La penetrazione si attesta al 53% della popolazione, con un picco del 72% sui 18-24 così come sui 35-44. il tempo speso cresce significativamente vs periodo omologo 2012 sia su base mensile (+16%) che nel giorno medio (+13%). Gli utenti 18-24 dedicano il maggior volume di tempo alla rete con 1 ora e 48 minuti, registrando anche l’incremento più alto (+17%), seguono i 55-64 (+16%). Resta elevato il volume di utenti connessi ai Portali(25,2 mio), alle Communities (24,7) e al mondo dell’Entertainment (25,6 mio) dove si continua a registrare un trend positivo in termini di Tempo Speso (+15%), soprattutto grazie alle sottocategorie Video (+44%) e Music (+25%). La categoria News & Information caratterizzata dall’elezione di Papa Francesco (13/03) e dagli eventi politici seguiti alle elezioni politiche di fine febbraio, raccoglie 23,3 milioni di utenti (+7% vs. 2012), con un tempo medio di permanenza di 1 ora e 40 minuti mensili, in crescita del 32%. Leader di categoria si conferma La Repubblica con 10,2 mio utenti (+15% audience), seguito da Corriere della Sera 9,1 mio utenti (+9% audience; +15% tempo). Per i due quotidiani si registrano performance positive anche per quanto riguarda l’ambito video con audience e tempo speso in crescita sia per La Repubblica TV (+11% audience; +31% tempo) che per Corriere TV (+8% audience; +53% tempo). In generale crescono tutti i principali player di News (top 10 siti), tra cui Libero News (+21% audience); Blogo (+15% audience); TGCOM24 (+37% audience; +10% tempo speso); Quotidiano.net (+9% audience; +11% tempo) e La Stampa.it (+42% audience; +16% tempo speso). A partire da giugno 2012 all’interno del Web Monitor è disponibile anche un’analisi di AudiwebObject Video,l’estensione del sistema di rilevazione che consente di misurare la fruizione dei contenuti video presenti su internet (vedi metodologia pag. 33) .

  3. Agenda • Quanti sono i surfers? • Quanto tempo passano on line? • Target diversi, consumi diversi • Che cosa fanno i surfers in rete?

  4. March 2013 – Key numbersInternet audience and time spentregister a relevantgrowth Audience Trend .000 Mar 2013: 29.329 *Italian Pop. 2+ years (over +74 anni, are consideredonlyif living with atleastonepersonagedbetween 11-74 years). Source: Groupmelaborations on Audiweb data

  5. March 2013 – Web & App – Audience and Time spentWebsite and applications show a similar performance Audience .000 Main Web Sites – apps excluded TOT WEBSITES (appexcluded) 28,7 mio Unique Audience (+6% vs March ‘12) 21h 14 min time per user (+17% vs March ’12) APPLICATIONS 24,2 mio Unique Audience (+6% vs March ‘12) 3 h 10 min time per user (+7% vs March ’12) Audience .000 MainApplications Source: Groupmelaborations on Audiweb data

  6. March 2013- Audience and time spent per daytype and day partDuringthe weekend lessusers are online; internet prime time confirmsallday long AverageDay Time per Person h:min DayType AverageDay Active Audience .000 Day Part Source: Groupmelaborations on Audiweb data

  7. March 2013 –Internet Audience CompositionWomen online are increasing; 60% of web pop. Is made of 25-54 y.o. Sex % Composition Age % Composition Male -0,3% vs. ‘12 Female +0,3% vs. ‘12 Source: Groupm elaborations on Audiwebdata

  8. March 2013 – UniqueUsers by targetKids and over 65 y.o. register the best performance Average: +6% • Kids: 2-11 • 2,115 mio UU • +16% vs Mar ‘12 • +1%vs Feb ‘13 • Young adult 25-34 • 5,211 mio UU • +1% vs Mar‘12 • +4%vs Feb‘13 • Teen: 12-17 • 1,953 mio UU • -6% vs Mar ‘12 • +1%vs Feb‘13 • Post Teen: 18-24 • 3,197 mio UU • +11% vs Mar ‘12 • +2% vs Feb ‘13 • Adult 35-44 anni • 6,924 mio UU • +7% vs Mar ‘12 • +4% vs Feb ‘13 • Mature Adult 45-54 anni • 5,479 mio UU • +4% vs Mar ‘12 • stablevs Feb ‘13 • Senior 55-64 anni • 3,026 mio UU • +10% vs Mar ‘12 • +4% vs Feb ‘13 • Silver Surfer +65 • 1,424 mio UU • +15% vs Mar ’12 • +5%vs Feb ‘13 Source: Groupm elaborations on Audiweb data – applications included

  9. March 2013 – Time spent by target on daily averageTime spentregister a relevantgrowth on all targets (a part from 12-17) h:mm Average: +13% • Kids: 2-11 • 0:50 • +12% vs Mar ’12 • -1%vs Feb ‘13 • Young Adult 25-34 • 1:39 • +14% vs Mar ‘12 • +4%vs Feb‘13 • Teen: 12-17 • 1:09 • -2% vs Mar‘12 • -3%vs Feb ‘13 • Post Teen: 18-24 • 1:48 • +17% vs Mar ‘12 • +2% vs Feb ‘13 • Adult 35-44 anni • 1:31 • +14% vs Mar ‘12 • -2%vs Feb‘13 • Mature Adult 45-54 anni • 1:29 • +15% vs Mar ‘12 • +6%vs Feb‘13 • Senior 55-64 anni • 1:23 • +16% vs Mar ‘12 • +1%vs Feb‘13 • Silver Surfer +65 • 1:05 • +3% vs Mar ’12 • -3%vs Feb‘13 Source: Groupm elaborations on Audiweb data – applications included

  10. March 2013 – Top 10 websitesMost top website are increasingtheir audience and time spent Time per Person TOT WEBSITES (appexcluded) 28,7 mio Unique Audience (+6% vs March ‘12) 21h 14 min time per user(+17% vs March ’12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm elaborations on Audiweb data – applications excluded

  11. March 2013 – Top 10 applicationsWindows Media Player isstill leader by Audience, whileSkyperegister the largest Time Spent Time per Person APPLICATIONS 24,2 mio Unique Audience (+6% vs March ‘12) 3 h 10 min time per user (+7% vs March ’12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupmelaborations on Audiweb data

  12. March 2013– MostvisitedcategoriesConsumer electronics and News confirm a goodincrease ∆% vs march 2012 Audience .000 Subcategorie’s weight Average: +6% Search: 31% Portals: 40% Communities: 29% Video/Broadcaster/Music: 37% Games/Betting: 18% Sport: 10% Others: 36% Travel services/info: 63% Holiday Planner: 37% A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria Family and Lifestyles alcuni siti precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il confronto è valido per i siti. Source: Groupmelaborations on Audiweb data

  13. March 2013– Time spent on categoriesBetween top 5 categories Entertainment and News show the best performance Time per Personh.min.sec ∆% vs Mar 2012 Average: +16% A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria Family and Lifestyles alcuni siti precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il confronto è valido per i siti. Source: Groupmelaborations on Audiweb data

  14. March 2013 – PortalsThe categoryconfirms a growing trend, especially on time spent Time per Person PORTALS 25,2 mio Unique Audience (+5% vs Mar ‘12) 53 min time per user(+16% vs Mar ’12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 * Il dato di Google risulta più elevato del totale categoria di appartenenza perchè si riferisce al totale brand e quindi comprende la sezione Search, che è esclusa dalla sub category General Interest Portals Source: Groupm Elaborations on Audiweb data – applications included

  15. March 2013 – CommunitiesGoodincrease in Time Spent; Google+ register a verygood performance Time per Person Bubblesize = Page Views COMMUNITIES 24,7 mio Unique Audience (+4% vs Mar ‘12) 8h 18 min time per user (+12% vs Mar’ 12) Google+: +57% Linkedin: +18% Audience increase = Audience stable Audience decrease Audience .000

  16. March 2013 – EntertainmentTimes spentregister a relevantgrowth Time per Person ENTERTAINMENT 25,6 mio Unique Audience (+6% vs Mar ‘12) 5 h 55 min time per user(+29% vs Mar ‘12) Bubblesize = Page Views Vevo +9% Rai +14% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  17. March 2013- Video & BroadcasterBroadcaster and Video register a goodincrease in audience and time spent Time per Person BROADCASTER (Entertainment’sSubcategory) 13,3 mio Unique Audience (+4% vs Mar ’12) 17 min time per user (+7 vs Mar’12) Bubblesize = Page Views VIDEO (Entertainment’sSubcategory) 21,6 mio Unique Audience (+8% vs Mar ’12) 1 h and 46 min time per user (+44% vs Mar ’12) Rai: +14% Videomediaset: +14% Dailymotion: +184% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  18. March 2013 – Focus on online tv broadcasterRai.TV shows the best performance on audience and time spent +14% Delta Audience -6% Delta Time +24% Delta Audience +32% Delta Time +13% Delta Audience -24% Delta Time stable Delta Audience -19% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  19. March 2013 – SportThe categoryregisters a goodincrease in audience and time spent Time per Person SPORT 12,9 mio Unique Audience (+10% vs Mar ‘12) 52 mintime per user(+7% vs Mar ‘12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  20. March 2013 - BettingGoodincrease in time spent. William Hill, the leader, isstillgrowing Time per Person BETTING 9,1 mio Unique Audience (+6% vs Mar ‘12) 1H e 8 min time per user (+6% vs Mar ‘12) Bubblesize = Page Views Planet49: +141% BWIN: +33% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  21. March 2013 - MusicThe categoryregisters a strong increase in audience and time spent. Spotifyis leader on time spent. Time per Person MUSIC 11,2 mio Unique Audience (+15% vs. Mar ‘12) 16 min time per user(+25% vs. Mar ‘12) Bubblesize = Page Views Leonardo Musica: +87% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applicationsincluded *Rumblefish servizio che consente di inserire una colonna sonora ai video di YouTube

  22. March 2013 – NewsAudience and Time spent are growing. All top player show a positive sign Time per Person Bubblesize = Page Views NEWS 23,3 mio Unique Audience (+7% vs Mar ‘12) 1 H 40 min time per user(+32% vs Mar ‘12) Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  23. March 2013 – Focus on News OnlineAllplayersregister a good performance. La Stampa shows the mostrelaventincrease on audience Monthly Audience: 10,0 mio Daily Audience: 1,6 mio Monthly Audience: 9,1 mio Daily Audience: 1,3 mio +15% Delta Audience -1% Delta Time +9% Delta Audience +15% Delta Time Monthly Audience: 5,5 mio Daily Audience: 509 mila Monthly Audience: 6,1 mio Daily Audience: 709 mila +37% Delta Audience +10% Delta Time +42% Delta Audience +16% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  24. March 2013 – Focus on News OnlineAllplayersregister a good performance. La Stampa shows the mostrelaventincrease on audience 13/03/2013 Elezione Papa Francesco Source: Groupm Elaborations on Audiweb data – applications included

  25. March 2013 - TravelTravel area registerisstable Time per Person TRAVEL 18,2 mio Unique Audience (+2% vs Mar’ 12) 39 min time per user(-4% vs Mar’ 12) Bubblesize = Page Views TripAdvisor: +50% eDreams: +25% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  26. March 2013 e-CommerceGood performance for the category; eBayisstill leader Time per Person Bubblesize = Page Views eBay Annunci: +20% Trovaprezzi: +41% E COMMERCE 20,1 mio Unique Audience (+7% vs Mar ’12) 1 H 27 min time per user (+19% vs Mar ’12) Audience in crescita = Audience stazionaria Audience .000 Audience in calo Source: Groupm Elaborations on Audiweb data – applications included

  27. March 2013 - Finance/InsuranceAudience isincreasing, but Time Spent slow FINANCE/INSURANCE 16,8 mio Unique Audience (+8% vs Mar ’12) 46 min time per user (-9% vs Mar ’12) Time per Person Bubblesize = Page Views Leonardo economia: +12% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  28. March 2013 - Family and LifestylesPianetadonnaisstill leader, followed by Alfemminile FAMILY AND LIFESTYLES 18,9 mio Unique Audience 38 min time per user Time per Person A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria alcuni siti precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il confronto è valido per i siti. Bubblesize = Page Views Leonardo Donne: +9% Lei Web: +13% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  29. March 2013 - AutomotiveAutomotivecategoryregister a relevantgrowth, especially on Time Spent Time per Person AUTOMOTIVE 10,5 mio Unique Audience (+16% vs Mar ’12) 43 min time per user(+38% vs Mar ’12) Bubblesize = Page Views Quattroruote: +24% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  30. March 2013 – Audiweb Object Video Audiweblauched a new measurement, dedicated to video streaming consumption, amongconsideredwebsites Corriere is leader Time per Person Bubblesize = StreamViews AUDIWEB OBJECT VIDEO – Unduplicated Audience 6,5 mio Unique Audience (+9% vs Mar ‘12) 39 min time per user (+41% vs Mar ’12) Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm elaborations on Audiweb data – applications excluded

  31. Mobile Browsing

  32. La navigazione mobileIl trend positivo continua, quasi la meta dell’utenza mobile lo utilizza per navigare • 12,9 miodi utentinavigano da mobile, pari al 49% del totale • Nel94%deicasihannounosmartphone Mobile Browsing H1 2012 - Mio di adulti Base: pop mobile = 26.2 mio H2 2012 - Mio di adulti Base: pop mobile = 26.2 mio +63% vs. Q3 ‘11 +77% vs. Q1 ‘11 Fonte: Elaborazioni GroupM su dati Mobile NextH2 2012

  33. Il profilo del mobile browserStudente o lavoratore under 35, con un livello di istruzione medio alto % comp; Base: 12,9 mio Index vs tot mobile pop Mobile Browsing Fonte: Elaborazioni GroupM su Dati Mobile NextH2 2012

  34. Allegati - Audiweb Object Video: metodologia- Schede categorie

  35. Audiweb Object Video – una novità • Il 17 luglio 2012 Audiweb annuncia la pubblicazione dei primi dati relativi alla fruizione dei Video Online • La rilevazione dei video è il primo step di un progetto che prevede vengano misurati anche altri Object di natura diversa dai video (applicazioni, widget, etc) non misurabili con le classiche metriche di Audience e Pagine Viste • Il nuovo dato sulla fruizione dei video è disponibile in AwView, dove in una ‘finestra’ dedicata (sezione Video, separata dalla sezione Internet) sono già presenti le nuove metriche, relative alla fruizione di contenuti Video: • I dati sono relativi ai mesi del 2012 finora pubblicati (gen-dec) e si riferiscono ad un numero limitato di editori/siti: SITIEDITORI La Repubblica TV Gruppo Editoriale L'Espresso De Agostini by Day e Sky Il Sole 24 ore Rai Tv Rai Corriere della Sera, Gazzetta dello Sport e Lei Web RCS • La rilevazione infatti è legata all’inserimento ‘volontario’ di un tag speciale all’interno dei player video, che permette al meter di leggere le metriche di fruizione; al momento hanno aderito solo 7 editori, ma il numero è auspicabilmente destinato a crescere UniqueAudience (contatti netti) StreamViews (contatti lordi) Time spent (tempo speso)

  36. Audiweb Object Video - warning • Audiweb comunica in modo corretto il nuovo dato disponibile: • Tuttavia una tabella come la seguente, pubblicata senza il dettaglio del testo, potrebbe dare adito ad equivoci: il dato definito come All Media è infatti solo il totale parziale, ovvero l’audience netta dei (pochi) siti misurati Solo 7 siti

  37. Attached – Top 10 Websitesand top 10 Applications Top 10 Websites Top 10 Applications TOT WEBSITES (appexcluded) 28,7 mio Unique Audience (+6% vs March ‘12) 21h 14 min time per user (+17% vs March ’12) APPLICATIONS 24,2 mio Unique Audience (+6% vs March ‘12) 3 h 10 min time per user(+7% vs March ’12) applicationsexcluded Applications only Source: Groupm Elaborations on Audiweb

  38. Attached – Top CategoriesPortals and Communities PORTALS 25,2 mio Unique Audience (+5% vs Mar ‘12) 53 min time per user (+16% vs Mar ’12) COMMUNITIES 24,7 mio Unique Audience (+4% vs Mar ‘12) 8h 18 min time per user(+12% vs Mar’ 12) Source: Groupm Elaborations on Audiweb data – applicationsincluded *Google+ lanciato a luglio 2011

  39. Attached – Top Categories Entertainment; Video&Broadcaster VIDEO (Entertainment’s subcategory) 21,6 mio Unique Audience (+8% vs Mar ’12) 1 h and 46 min time per user(+44% vs Mar ’12) ENTERTAINMENT 25,6 mio Unique Audience (+6% vs Mar ‘12) 5 h 55 min time per user (+29% vs Mar ‘12) BROADCASTER (Entertainment’s subcategory) 13,3 mio Unique Audience (+4% vs Mar ’12) 17 min time per user(+7 vs Mar’12) Source: Groupm Elaborations on Audiweb data – applications included

  40. Attached – Top Categories Sport and Betting BETTING 9,1 mio Unique Audience (+6% vs Mar ‘12) 1H e 8 min time per user(+6% vs Mar ‘12) SPORT 12,9 mio Unique Audience (+10% vs Mar ‘12) 52 min time per user (+7% vs Mar ‘12) Source: Groupm Elaborations on Audiweb data – applications included

  41. Attached – Top Categories Music and News MUSIC 11,2 mio Unique Audience (+15% vs. Mar ‘12) 16 min time per user (+25% vs. Mar ‘12) NEWS 23,3 mio Unique Audience (+7% vs Mar ‘12) 1 H 40 min time per user (+32% vs Mar ‘12) Source: Groupm Elaborations on Audiweb data – applications included

  42. Attached – Top Categories Travel and eCommerce TRAVEL 18,2 mio Unique Audience (+2% vs Mar’ 12) 39 min time per user (-4% vs Mar’ 12) E COMMERCE 20,1 mio Unique Audience (+7% vsMar ’12) 1 H 27 min time per user (+19% vsMar ’12) Source: Groupm Elaborations on Audiweb data – applications included

  43. Attached – Top Categories Finance and Family&Lifestyle FAMILY AND LIFESTYLES 18,9 mio Unique Audience 38 min time per user FINANCE/INSURANCE 16,8 mio Unique Audience (+8% vs Mar ’12) 46 min time per user(-9% vs Mar ’12) A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria alcuni siti precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il confronto è valido per i siti. Source: Groupm Elaborations on Audiweb data – applications included

  44. Attached – Top Categories Automotive AUTOMOTIVE 10,5 mio Unique Audience (+16% vs Mar ’12) 43 min time per user (+38% vs Mar ’12) Source: Groupm Elaborations on Audiweb data – applications included

  45. Attached – Object Video AUDIWEB OBJECT VIDEO – UnduplicatedAudience 6,5 mio Unique Audience (+9% vs Mar ‘12) 39 min time per user(+41% vs Mar ’12) Source: Groupm Elaborations on Audiweb data – Object Video

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