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La total digital audience e la diffusione di internet in Italia - Dicembre 2015

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Il report con i dati di sintesi dell'audience online nel mese di dicembre e sulla diffusione di internet in Italia.

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La total digital audience e la diffusione di internet in Italia - Dicembre 2015

  1. 1. LA DIFFUSIONE DI INTERNET E LA TOTAL DIGITAL AUDIENCE IN ITALIA DICEMBRE 2015
  2. 2. In questo report sono presentati i dati di sintesi sulla diffusione dell’online in Italia (estratto da Audiweb Trends, ultimo aggiornamento dicembre 2015) e sulla total digital audience rilevata nel mese di dicenbre 2015 (Audiweb Database) Fonte: Audiweb powered by Nielsen Per maggiori informazioni sulla metodologia di rilevazione di Audiweb è possibile consultare il sito www.audiweb.it.
  3. 3. +4,7% in 2 anni -2,5% in 2 anni -6,3% in 2 anni +45,3% in 2 anni +83,6% in 2 anni +63,2% in 2 anni +33,7% in 2 anni LA DIFFUSIONE DELL’ONLINE IN ITALIA Sono 41.5 milioni gli italiani che dichiarano di poter accedere a internet tramite qualsiasi dispositivo, l’86,3% della popolazione tra gli 11 e i 74 anni, +4,7% in due anni. Fonte: Audiweb Trends, La diffusione di internet in Italia - Dicembre 2015 Dati cumulati cicli 1, 2, 3, 4 del 2015. Base: totale individui 11-74 anni – Valori % - Computer la lavoro, base: italiani occupati ITALIANI di 11-74 anni DA QUALSIASI LUOGO E STRUMENTO 86,3% 41.5 mln DA UN COMPUTER DA CASA 73,2% 35.2 mln DA UN COMPUTER DA LAVORO 44,5%* 10 mln DA CELLULARE / SMARTPHONE 68% 32.7 mln DA TABLET 26,8% 12.9 mln DA TELEVISORE 9,3% 4.5 mln DA CONSOLE VIDEOGIOCHI 12,7% 6.1 mln
  4. 4. Gli italiani online: 29.1 milioni nel MESE, il 52,7% della popolazione 2+ anni* 22.2 milioni gli italiani nel GIORNO MEDIO: 18.5 milioni da device mobili (smartphone e tablet) e 11.6 milioni da desktop. Fonte: Audiweb Database, dati di Dicembre 2015 - Audiweb powered by Nielsen. * Total digital audience e PC = Italiani dai 2 anni in su che hanno navigato almeno una volta nel periodo di rilevazione MOBILE = Italiani di 18-74 anni che hanno navigato almeno una volta da smartphone e/o tablet UTENTI UNICI GIORNO MEDIO(.000) POPOLAZIONE GIORNO MEDIO(%) POPOLAZIONE MESE(%) * Mobile = smartphone e tablet al netto delle sovrapposizioni LA TOTAL DIGITAL AUDIENCE IN ITALIA UTENTI UNICI MESE(.000) TOTAL DIGITAL AUDIENCE (2+ anni) 22.2 40,1% 29.1 52,7% PC (2+ anni) 11.6 21% 26.7 48,3% MOBILE* (18 - 74 anni) 18.5 42% 22.4 50,9%
  5. 5. 40,5% CHI ACCEDE A INTERNET NEL GIORNO MEDIO 39,8% 3 giovani su 5 (18 - 34 anni) sono online nel GIORNO MEDIO 2-10 anni 11-17 anni 18-24 anni 25-34 anni 35-54 anni 55-74 anni Fonte: Audiweb Database, dati giorno medio, Dicembre 2015 - Audiweb powered by Nielsen Total Digital Audience, individui 2+ anni 41,6% 38,5% 35,2% 42,5% NordEst Centro SudeeIsole NordOvest 4% 12% 65,4% 63,5% 57,3% 24,6% L’accesso abituale a internet continua ad essere diffuso principalmente tra le fasce più giovani della popolazione italiana: il 65,4% dei 18-24 anni e il 63,5% dei 25-34enni. Per quanto riguarda la provenienza geografica, resta confermata una maggiore penetrazione tra gli italiani dell’area Nord Ovest: il 42,5% degli abitanti di quest’area. Gli over 55 da MOBILE Y/Y +32%
  6. 6. 1h 56m nel giorno medio 45h 46m complessivi nel mese Fonte: Audiweb Database, dati di Dicembre 2015 - Audiweb powered by Nielsen Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE 2h 3m1h 50m 55-74 anni 18-24 anni 25-34 anni 35-54 anni IL TEMPO TRASCORSO ONLINE NEL GIORNO MEDIO 39 m 39 m 11-17 anni 2-10 anni 1h 31m 1h 56m 2h 14m 2h 23m Restiamo online in media per 45 ore e 46 minuti al MESE e circa 2 ore al GIORNO. Le DONNE e i GIOVANI continuano a presentare quote più elevate di tempo dedicato alla navigazione: 2 ore online nel giorno medio per le donne, 2 ore e 23 minuti per i 18-24enni e 2 ore e 14 minuti per i 25-34enni.
  7. 7. LA DISTRIBUZIONE DEL TEMPO TOTALE TRASCORSO ONLINE Fonte: Total Digital Audience Dicembre2015 - Audiweb powered by Nielsen Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE *Base: totale minuti spesi online nel giorno medio. (18 - 74 anni)(2+ anni) PC MOBILE Gran parte del tempo trascorso online è dedicato alla fruizione di internet tramite device mobili (smartphone e/o tablet): Il 73,3% del tempo totale online Molto elevate le quote di tempo speso online tramite mobile per i giovani e le donne. Il tempo online da MOBILE Y/Y +14,5% 26,7% 32,1% 21,7% 13,7% 19,9% 27,6% 44,4% 73,3% 67,9% 78,3% 86,3% 80,1% 72,4% 55,6% TUTTI UOMINI DONNE 18-24 anni 25-34 anni 35-54 anni 55+ anni
  8. 8. +11,7% COSA FACCIAMO ONLINE? Alcune tra le categorie di siti più visitati a dicembre 2015 Fonte: Fonte: Total Digital Audience Dicembre 2015 - Audiweb powered by Nielsen Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE Total Search General Interest Portals & Communities Member Communities Software Manufacturers Internet Tools/Web Services Videos/Movies Mass Merchandiser E-mail Cellular/Paging Multi-category Telecom/Internet Services Current Events & Global News Corporate Information Research Tools Maps/Travel Info Food & Cooking 100,0% 92,4% 90,5% 87,6% 85,2% 84,0% 82,7% 77,5% 77,0% 71,4% 70,0% 69,9% 65,8% 60,4% 60,0% 59,9% SOTTOCATEGORIE SITI (TDA) UTENTI UNICI (.000) % UTENTI TEMPO/PERSONA (hh:mm)% POPOLAZIONE 29.090 26.884 26.340 25.488 24.795 24.422 24.059 22.542 22.389 20.779 20.377 20.330 19.154 17.578 17.443 17.438 52,7% 48,7% 47,7% 46,1% 44,9% 44,2% 43,6% 40,8% 40,5% 37,6% 36,9% 36,8% 34,7% 31,8% 31,6% 31,6% 45:46:33 01:48:18 01:12:37 12:54:33 02:39:23 00:53:14 02:03:17 01:44:59 02:05:36 10:25:08 00:34:10 00:57:53 00:38:25 00:20:08 00:33:38 00:39:58 +7,3% +4,5% Y/Y da MOBILE +14,5% +18,5% +29,4% +9,1% +12,5%
  9. 9. COME TRASCORRIAMO IL TEMPO ONLINE? La distribuzione del tempo totale speso online tra PC e device mobili* (18 - 74 anni)(2+ anni) PC MOBILE Fonte: Total Digital Audience Dicembre 2015 - Audiweb powered by Nielsen Base: totale tempo speso nel mese, Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE *Device Mobili: smartphone e tablet 27% 16% 0% 24% 40% 38% 28% 49% 36% 47% 27% 59% 45% 42% 47% 70% 38% 73% 84% 100% 76% 60% 62% 72% 51% 64% 53% 73% 41% 55% 58% 53% 30% 62% Tutte le categorie Member Communities Cellular/Paging Online Games Software Manufacturers Videos/Movies Search E-mail Mass Merchandiser General Interest Portals & Communities Internet Tools/Web Services Current Events & Global News Instant Messaging Classifieds/Auctions Sports Adult Multi-category Entertainment
  10. 10. L’AUDIENCE TOTALE DI INTERNET NEL 2015 PRINCIPALI INDICATORI DI SINTESI E TREND
  11. 11. Fonte: Audiweb Database MEDIA audience online 2015- Audiweb powered by Nielsen. Total digital audience e PC = Italiani dai 2 anni in su che hanno navigato almeno una volta nel periodo di rilevazione MOBILE = Italiani di 18-74 anni che hanno navigato almeno una volta da smartphone e/o tablet * Mobile = smartphone e tablet al netto delle sovrapposizioni L’INTERNET UDIENCE IN MEDIA NEL 2015 TOTAL DIGITAL AUDIENCE (2+ anni) PC (2+ anni) MOBILE* (18 - 74 anni) UTENTI UNICI (MILIONI) 21.7 12.1 17.6 TEMPO SPESO (H:MM) 1:58 1:06 01:41 % POPOLAZIONE 39,6% 22% 40% UTENTI UNICI (MILIONI) 28.8 26.6 20.9 TEMPO SPESO (HH:MM) 45:13 15:13 43:01 % POPOLAZIONE 52,5% 48,4% 47,5% GIORNOMEDIOMESE La total digital audience nel 2015 ha registrato un valore medio giornaliero di 21.7 milioni di utenti unici e di 28,8 milioni di utenti mensili.
  12. 12. TREND UTENTI UNICI NEL GIORNO MEDIO Total Digital Audience PC MOBILE SI CONFERMA IL PRIMATO DEL MOBILE NELL’USO QUOTIDIANO DI INTERNET VAR % ULTIMI 12 MESI A FRONTE DI UN CALO DEGLI UTENTI DA PC, CONTINUANO AD AUMENTARE GLI UTENTI CHE USANO I DEVICE MOBILI PER ACCEDERE A INTERNET NEL GIORNO MEDIO PC -17,6% IN 2 ANNI + 2% + 7% - 7,1% 21.7 mln 22.2 mln 18.5 mln 17.3 mln 11.6 mln12.5 mln DICEMBRE 2012 DICEMBRE 2013 DICEMBRE 2014 DICEMBRE 2015 14.1 mln Fonte: Audiweb Database, dati di trend - Audiweb powered by Nielsen Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE 13 mln
  13. 13. IL VOLUME DEL TEMPO TOTALE TRASCORSO ONLINE: come cambia il consumo dell’online in un solo anno 34,1% 26,7% 65,9% 73,3% DIC 14 DIC 15 VAR % DIC15 / DIC14 -19,4% +14,5% +2,9 % PC (2+ anni) MOBILE (18-74 anni) 84% DEL TEMPO TOTALE IN MOBILITÀ DA MOBILE APPS +2,9% +14,5% -19,4% IL TEMPO COMPLESSIVO DEDICATO ALL’ONLINE IL TEMPO TOTALE SPESO ONLINE DAI DEVICE MOBILI (SMARTPHONE E TABLET) IL TEMPO TRASCORSO DA PC Fonte: Audiweb Database, dati di trend - Audiweb powered by Nielsen Individui 2+ anni per TDA e PC; individui 18-74 anni per il MOBILE | Base: totale minuti spesi online nel giorno medio.
  14. 14. Note
  15. 15. NOTE METODOLOGICHE Dati sulla diffusione I dati sulla diffusione sono tratti da Audiweb Trends, il report trimestrale della Ricerca di Base condotta in collaborazione con DOXA con l’obiettivo di stimare la diffusione di internet in Italia. La ricerca è basata su 10.000 interviste face-to-face - suddivise in quattro cicli all'anno - ad un campione rappresentativo della popolazione italiana di 11-74 anni. Fonte da citare: Audiweb Trends sulla diffusione di internet in Italia. Dati cumulati dicembre 2015 Dati dell'audience online I dati dell'audience online sono rilasciati mensilmente da Audiweb e sono riferiti alla stima della fruizione di internet da parte degli italiani, sia in un giorno medio del mese di rilevazione che in tutto il mese. Per "total digital audience" si intende l'insieme di utenti unici che hanno effettuato almeno un accesso a internet tramite i device rilevati - pc e/o device mobili (smartphone e/o tablet) - nel periodo di analisi. La rilevazione della fruizione di internet tramite PC è riferita agli italiani dai 2 anni in su; la fruizione di internet tramite device mobili (smartphone e tablet) è riferita agli italiani tra i 18 ed i 74 anni. Fonte da citare: Total digital audience di novembre 2015. Audiweb powered by Nielsen
  16. 16. LEGENDA SOTTO-CATEGORIE CHE RAGGRUPPANO I SITI E LE APPLICAZIONI ONLINE Search = motori di ricerca General Interest Portals & Communities = Portali generalisti Member Communities = Social Network Software Manufacturers = siti dedicati ad approfondimento o download / aggiornamento di software o alla gestione di documenti online. Internet tools / web services = servizi e applicazioni per la fruizione di strumenti e servizi online. Video / Movies = siti e applicazioni che offrono contenuti video. Email: siti e applicazioni per la gestione di posta elettronic.a Mass Merchandiser = siti di vendita online di prodotti mass market Cellular Paging = siti le applicazioni legati ai servizi mobile e di messaggistica istantanea. Current event e Global News = siti di informazione. Multi-category Telecom/Internet Services = siti e applicazioni dedicati ai servizi di telefonia e alle compagnie telefoniche. Corporate Information = siti corporate e di brand. Multi-category Entertainment: Siti che ricoprono diverse categorie di intrattenimento. Research Tools = strumenti utili per le ricerche e gli approfondimenti su temi di diversa natura. Maps/Travel Info = siti e applicazioni di mappe e informazioni sui viaggi. Online Games = siti e applicazioni dedicati ai giochi online. Instant Messaging = siti e applicazioni dedicati alla messaggistica istantanea. Classifieds/Auctions = Siti che offrono informazioni, prodotti e/o servizi agli utenti per vendere, comprare o pubblicare articoli in offerta (annunci, bacheche, aste…).
  17. 17. www.audiweb.it @Audiweb_it www.slideshare.net/Audiweb

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