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Italian Internet Usage Trends in April 2013: Key Highlights and Insights

Learn about the latest internet usage trends in Italy for April 2013, including user demographics, time spent online, top websites and applications, and audience compositions. Discover key insights and growth areas.

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Italian Internet Usage Trends in April 2013: Key Highlights and Insights

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  1. Web monitor Internet keynumbers April 2013

  2. April 2013: highlights Ad Aprile 2013 gli italiani online sono 14,3 milioni su base giornaliera e 28,9 milioni nel mese, con un contenuto incremento (+1%) rispetto all’omologo 2012. I target maggiormente in crescita sono i bambini e gli over 55 (2-11 y.o. +13%; 55-64 y.o. +9%; +65 y.o. +15%).La penetrazione raggiunge il 54% della popolazione, con un picco del 72% sui 35-44. il Tempo Speso cresce significativamente vs periodo omologo 2012 sia su base mensile (+12%) che nel giorno medio (+9%). Gli utenti 18-24 dedicano il maggior volume di tempo alla rete con 1 ora e 49 minuti, mentre i 55-64 (+17%) registrano l’incremento più alto. Dopo mesi di continua crescita in termini di utenti si registra una lieve flessione per i due top player ormai storici del Web: Google (-1%) e Facebook(-3%), riconducibile alla parallela crescita della fruizione via mobile degli stessi. Secondo quanto dichiarano gli stessi player crescono infatti esponenzialmente le ricerche su Google da Smartphone e Tablete sono 10 mio gli utenti mensili diFacebookda Mobile (fonte Facebook). Registrano un forte incremento in termini di Time Spenti Portali(+19%) e l’Entertainment (+25%), dove risultanoparticolarmente positivi il Video (+41%), i Broadcaster (+19%) e la Musica (+55%). Molto bene anche le News (+28%). Performance positiva per l’eCommerce: oltre 20 milioni di users (+2%) e circa 1 ora e 20 minuti per utente (+16%). eBay con 9 milioni di visitatori mantiene la leadership. Tra i followerSubito.it (+55%) è leader dei siti di «annunci», seguito dalla sezione dedicata di eBay (classifieds +10%), Kijiji (+66%) e Bakeka (+28%). Amazoncon 6,1 mio users si conferma tra i siti in maggior ascesa nel web italiano crescendo sia in termini di utenti (+59%) che di tempo speso (+48%). Tra gli indicizzatori di prezzi si distinguono Trova Prezzi (+30% audience; +21% tempo) e Ciao. (2,6 mio users). Si registra un contenuto calo per i leader in ambito couponing e offerte, con l’eccezione positiva di Privalia (+16% audience; +6% tempo). 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. April 2013 – Key numbersTime spentregister a relevantgrowth Audience Trend .000 Apr 2013: 28.913 *Italian Pop. 2+ years (over +74 anni, are consideredonlyif living with atleastonepersonagedbetween 11-74 years). Source: Groupmelaborations on Audiweb data

  5. April 2013 – Web & App – Audience and Time spentWebsite and applications show a similar performance: Time isgrowingfasterthen audience Audience .000 Main Web Sites – apps excluded TOT WEBSITES (appexcluded) 28,3 mio Unique Audience (+1% vs Apr ‘12) 19h 50 min time per user (+12% vs Apr ’12) APPLICATIONS 23,5 mio Unique Audience (+1% vs April ‘12) 3 h 8 min time per user (+8% vs April ’12) Audience .000 MainApplications Source: Groupmelaborations on Audiweb data

  6. April 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. April 2013 –Internet Audience CompositionWomen online are increasing; almost 60% of web pop. Is made of 25-54 y.o. Sex % Composition Age % Composition Male -1% vs. ‘12 Female +1% vs. ‘12 Source: Groupm elaborations on Audiwebdata

  8. April 2013 – UniqueUsers by targetKids and over 65 y.o. register the best performance Average: +1% • Kids: 2-11 • 2,113 mio UU • +13% vs Apr ‘12 • stablevs Mar ‘13 • Young adult 25-34 • 4,972 mio UU • -6% vs Apr‘12 • -5%vs Mar‘13 • Teen: 12-17 • 1,971 mio UU • -4% vs Apr‘12 • +1%vs Mar ‘13 • Post Teen: 18-24 • 3,069 mio UU • -1% vs Apr‘12 • -4% vs Mar ‘13 • Adult 35-44 anni • 6,871 mio UU • +5% vs Apr‘12 • -1% vs Mar ‘13 • Mature Adult 45-54 anni • 5,338 mio UU • -5% vs Apr‘12 • -3%vs Mar ‘13 • Senior 55-64 anni • 3,092 mio UU • +9% vs Apr‘12 • +2% vs Mar ‘13 • Silver Surfer +65 • 1,487 mio UU • +15% vs Apr’12 • +4%vs Mar ‘13 Source: Groupm elaborations on Audiweb data – applications included

  9. April 2013 – Time spent by target on daily averageTime spentregister a relevantgrowth on all targets (a part from 12-17) h:mm Average: +9% • Kids: 2-11 • 0:48 • +7% vs Apr ’12 • -4%vs Mar ‘13 • Young Adult 25-34 • 1:38 • +11% vs Apr‘12 • -1%vs Mar ‘13 • Teen: 12-17 • 1:10 • -4% vs Apr‘12 • +1%vs Mar ‘13 • Post Teen: 18-24 • 1:49 • +7% vs Apr‘12 • +1% vs Mar ‘13 • Adult 35-44 anni • 1:29 • +9% vs Apr‘12 • -2%vs Mar ‘13 • Mature Adult 45-54 anni • 1:28 • +11% vs Apr‘12 • -1%vs Mar ‘13 • Senior 55-64 anni • 1:22 • +17% vs Apr‘12 • -2%vs Mar ‘13 • Silver Surfer +65 • 1:05 • +8% vs Apr’12 • -1%vs Mar ‘13 Source: Groupm elaborations on Audiweb data – applications included

  10. April 2013 – Top 10 websitesTop two website are register a small decrease in audience Time per Person TOT WEBSITES (appexcluded) 28,3 mio Unique Audience (+1% vs Apr‘12) 19h 50 min time per user(+12% vs Apr’12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm elaborations on Audiweb data – applications excluded

  11. April 2013 – Top 10 applicationsWindows Media Player isstill leader by Audience, whileSkyperegister the largest Time Spent Bubblesize = Page Views Time per Person APPLICATIONS 23,5 mio Unique Audience (+1% vs April ‘12) 3 h 8 min time per user (+8% vs April ’12) Audience increase = Audience stable Audience decrease Audience .000 Source: Groupmelaborations on Audiweb data

  12. April 2013– MostvisitedcategoriesEntertainment shows the best performance amang top categories ∆% vsapril 2012 Audience .000 Subcategorie’s weight Average: +1% Search: 31% Portals: 40% Communities: 29% Video/Broadcaster/Music: 37% Games/Betting: 18% Sport: 10% Others: 35% Travel services/info: 65% Holiday Planner: 35% Source: Groupmelaborations on Audiweb data

  13. April 2013– Time spent on categoriesEntertainment shows the best performance on time spentalso Time per Personh.min.sec ∆% vs Mar 2012 Average: +12% Source: Groupmelaborations on Audiweb data

  14. April 2013 – PortalsThe categoryconfirms a growing trend on time spent Time per Person PORTALS 25,0 mio Unique Audience (+2% vs Apr ‘12) 58 min time per user(+19% vs Apr ’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. April 2013 – CommunitiesThe categoryisstable; Google+ register a verygood performance Time per Person Bubblesize = Page Views COMMUNITIES 23,8 mio Unique Audience (-1% vs Apr ‘12) 7h 24 min time per user (-1% vs Apr’ 12) Google+: +33% Linkedin: +24% Audience increase = Audience stable Audience decrease Audience .000

  16. April 2013 – EntertainmentTimes spentregister a relevantgrowth Time per Person ENTERTAINMENT 25,1 mio Unique Audience (+2% vs Apr ‘12) 5 h 41 min time per user (+25% vs Apr ‘12) Bubblesize = Page Views Vevo +9% Rai +15% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  17. April 2013- Video & BroadcasterBroadcaster and Video register a goodincrease in audience and time spent Time per Person BROADCASTER (Entertainment’sSubcategory) 12,7 mio Unique Audience (-4% vs Apr ’12) 17 min time per user (+19 vs Apr’12) Bubblesize = Page Views VIDEO (Entertainment’sSubcategory) 20,8 mio Unique Audience (+1% vs Apr ’12) 1 h and 44 min time per user (+41% vs Apr ’12) Rai: +15% CorriereTV: +15% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  18. April 2013 – Focus on online tv broadcasterRai.TV confirms the best performance on audience and time spent +16% Delta Audience -8% Delta Time +33% Delta Audience +19% Delta Time -21% Delta Audience -14% Delta Time -6% Delta Audience +2% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  19. April 2013 – Focus on online tv broadcasterRai.TV confirms the best performance on audience and time spent +16% Delta Audience -8% Delta Time +33% Delta Audience +19% Delta Time -21% Delta Audience -14% Delta Time -6% Delta Audience +2% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  20. April 2013 – SportThe categoryregisters a goodincrease in time spent Time per Person SPORT 12,4 mio Unique Audience (+1% vs Apr ‘12) 55 min time per user (+10% vs Apr ‘12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  21. April 2013 - BettingGoodincrease in audience. William Hill isstill leader Time per Person BETTING 9,4 mio Unique Audience (+14% vs Apr‘12) 1H e 3 min time per user(-7% vs Apr‘12) Bubblesize = Page Views 888.com: +42% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  22. April 2013 - MusicThe categoryregisters a strong increase in audience and time spent. Spotifyis leader on time spent. Time per Person MUSIC 10,5 mio Unique Audience (+12% vs. Apr‘12) 18 min time per user(+55% vs. Apr‘12) Bubblesize = Page Views Leonardo Musica: +105% 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

  23. April 2013 – NewsGood performance on Time spent. Most top player show a positive sign Time per Person Bubblesize = Page Views NEWS 22,7 mio Unique Audience (+1% vs Apr ‘12) 1 H 37 min time per user (+28% vs Apr ‘12) Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  24. April 2013 – Focus on News OnlineAllplayersregister a good performance. La Stampa confirms the mostrelaventincrease on audience Monthly Audience: 10,0 mio Daily Audience: 1,5 mio Monthly Audience: 9,1 mio Daily Audience: 1,2 mio +10% Delta Audience +6% Delta Time -1% Delta Audience +8% Delta Time Monthly Audience: 5,5 mio Daily Audience: 438 mila Monthly Audience: 6,1 mio Daily Audience: 681 mila +8% Delta Audience +24% Delta Time +26% Delta Audience +41% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  25. April 2013 - TravelTravel area isstable. Tripadvisorregistera goodgrowth Time per Person TRAVEL 17,8 mio Unique Audience (-3% vs Apr’ 12) 41 min time per user(+4% vs Apr’ 12) Bubblesize = Page Views TripAdvisor: +33% eDreams: +8% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  26. April 2013 e-CommerceAudience isstable, while Time isgrowing. Time per Person Bubblesize = Page Views E COMMERCE 20,3 mio Unique Audience (+2% vs Apr ’12) 1 H 25 min time per user (+16% vs Apr ’12) Audience in crescita = Audience stazionaria Audience .000 Audience in calo Source: Groupm Elaborations on Audiweb data – applications included

  27. April 2013 - Finance/InsuranceAudience isstabel, but Time Spentisincreasing FINANCE/INSURANCE 16,2 mio Unique Audience (+1% vs Apr ’12) 51 min time per user (+12% vs Apr ’12) Time per Person Bubblesize = Page Views SoldiOnline +39% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  28. April 2013 - Family and LifestylesPianetadonnaisstill leader, followed by Donna Moderna FAMILY AND LIFESTYLES 17,9 mio Unique Audience (+3% vs Apr ’12) 40 min time per user(stablevs Apr ’12) Time per Person Bubblesize = Page Views Nanopress Donna: +5% Blogo Donna: +10% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  29. April 2013 - AutomotiveAutomotivecategoryregister a relevantgrowth, especially on Time Spent Time per Person AUTOMOTIVE 10,8 mio Unique Audience (+18% vs Apr’12) 38 min time per user(+23% vs Apr’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. April 2013 – Audiweb Object Video Audiweblauched a new measurement, dedicated to video streaming consumption, amongconsideredwebsites Time per Person Bubblesize = StreamViews AUDIWEB OBJECT VIDEO – Unduplicated Audience 6,4 mio Unique Audience (+7% vs Apr ‘12) 51 min time per user (+78% vs Apr ’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) 28,3 mio Unique Audience (+1% vs Apr ‘12) 19h 50 min time per user (+12% vs Apr ’12) APPLICATIONS 23,5 mio Unique Audience (+1% vs April ‘12) 3 h 8 min time per user(+8% vs April ’12) applicationsexcluded Applications only Source: Groupm Elaborations on Audiweb

  38. Attached – Top CategoriesPortals and Communities PORTALS 25,0 mio Unique Audience (+2% vs Apr ‘12) 58 min time per user (+19% vs Apr ’12) COMMUNITIES 23,8 mio Unique Audience (-1% vs Apr‘12) 7h 24 min time per user(-1% vs Apr’ 12) Source: Groupm Elaborations on Audiweb data – applicationsincluded *Google+ lanciato a luglio 2011

  39. Attached – Top Categories Entertainment; Video&Broadcaster VIDEO (Entertainment’s subcategory) 20,8 mio Unique Audience (+1% vs Apr’12) 1 h and 44 min time per user(+41% vs Apr’12) ENTERTAINMENT 25,1 mio Unique Audience (+2% vs Apr‘12) 5 h 41 min time per user (+25% vs Apr‘12) BROADCASTER (Entertainment’s subcategory) 12,7 mio Unique Audience (-4% vs Apr ’12) 17 min time per user(+19 vs Apr’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 12,4 mio Unique Audience (+1% vs Apr‘12) 55 min time per user(+10% vs Apr‘12) Source: Groupm Elaborations on Audiweb data – applications included

  41. Attached – Top Categories Music and News MUSIC 10,5 mio Unique Audience (+12% vs. Apr ‘12) 18 min time per user (+55% vs. Apr ‘12) NEWS 22,7 mio Unique Audience (+1% vs Apr‘12) 1 H 37 min time per user(+28% vs Apr‘12) Source: Groupm Elaborations on Audiweb data – applications included

  42. Attached – Top Categories Travel and eCommerce TRAVEL 17,8 mio Unique Audience (-3% vs Apr’ 12) 41 min time per user (+4% vs Apr’ 12) E COMMERCE 20,3 mio Unique Audience (+2% vsApr ’12) 1 H 25 min time per user (+16% vsApr ’12) Source: Groupm Elaborations on Audiweb data – applications included

  43. Attached – Top Categories Finance and Family&Lifestyle FAMILY AND LIFESTYLES 17,9 mio Unique Audience (+3% vs Apr ’12) 40 min time per user (stable vs Apr ’12) FINANCE/INSURANCE 16,2 mio Unique Audience (+1% vs Apr’12) 51 min time per user(+12% vs Apr’12) Source: Groupm Elaborations on Audiweb data – applications included

  44. Attached – Top Categories Automotive AUTOMOTIVE 10,8 mio Unique Audience (+18% vs Apr ’12) 38 min time per user (+23% vs Apr ’12) Source: Groupm Elaborations on Audiweb data – applications included

  45. Attached – Object Video AUDIWEB OBJECT VIDEO – UnduplicatedAudience 6,4 mio Unique Audience (+7% vs Apr‘12) 51 min time per user(+78% vs Apr’12) Source: Groupm Elaborations on Audiweb data – Object Video

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