Online overview in Italy: Research and Panels
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1 Online overview in Italy: Research and Panels Rome March 5 th 2010
2 1. Where have w e started from 2. O n l i n e p o p u l a t i o n i n I t a l y 3. P a n e l s a n d p e r s p e c t i v e s Pag. 2 di 23
3 YEAR 2000 Internet Users (*) Population PC at home Work Home Total ,6% 39,8% (*) has connected to internet at least once in the last month ASSIRM: split of quantitative research per method 45% 24% 22% CATI Paper & Pencil CAPI Postal On-line 1% 8% Source: World Internet Users and Population Stats, Pag. March di 23
4 1. W here h ave we started from 2. O n l i n e p o p u l a t i o n i n I t a l y 3. P a n e l s a n d p e r s p e c t i v e s Pag. 4 di 23
5 Online Population in Italy Internet population trend in last 8 years PC HOME PC-HOME WITH INTERNET USERS PC HOME BROADBAND HOME HOME 3M NOV. '00 GIU. '01 NOV. '01 GIU. '02 NOV. '02 GIU. '03 NOV. '03 GIU. '04 NOV. '04 GIU. '05 NOV. '05 GIU. '06 NOV. '06 GIU. '07 NOV '07 GIU '08 NOV '08 30 Million internet users in Italy 22.9 Million users linked every month 43% on total population Broadband Reaches 88% Of internet users Source: Eurisko New Media Internet 2008/B Pag. 5 di 23
6 Online Population in Italy Access to internet combining sources HOME 80 WORK 36 HOME 80 WORK SCHOOL 7 MOBILE 8 80% of access from home and 8% from mobile devices; gap will be fast reduced in next years. TOT. HOME TOT. WORK TWO OR MORE TOT. MOBILE Source : Audiweb by Nielsen//NetRatings Active Universe Profile (Internet Applications Included), September, 2009 Pag. 6 di 23
7 Online Population in Italy Internet users: age, gender, frequency. 46% of users are female (+26% vs. 2006) ONCE A WEEK ONCE A DAY MORE THAN ONCE A DAY ONCE A MONTH idx idx 141 idx EVERY DAY +50h use a month = 102 minutes a day 52 '2-17 '18-24 '25-34 '35-49 '50-64 '65+ Male Female 55% of internet population is years old Consumption = 74 pages a day per single user Source : Audiweb by Nielsen//NetRatings, September 2009 Pag. 7 di 23
8 Online Population in Italy Internet users: area geo 30% are from urban areas 500mila inhabitants SOUTH + ISLANDS CENTRE NORTEAST NORTHWEST POP USERS A technological gap still reduces the access from south and islands < > % of users consider internet as the main source of information on products and services (+11% vs 2008) Source : Audiweb by Nielsen//NetRatings Active Universe Profile (Internet Applications Included), September, 2009 Pag. 8 di 23
9 Online Population in Italy 100% Daily internet access from Home/Work 90% 80% 70% 60% More than 60% of urers are online everyday for + 10 hrs 50% 40% 30% 20% 10% Home Work Average 0% 12.00AM 1.00AM 2.00AM 3.00AM 4.00AM 5.00AM 6.00AM 7.00AM 8.00AM 9.00AM 10.00AM 11.00AM 12.00PM 1.00PM 2.00PM 3.00PM 4.00PM 5.00PM 6.00PM 7.00PM 8.00PM 9.00PM 10.00PM 11.00PM Internet usage has become more and more daily and people tend to be always on Source : Audiweb by Nielsen//NetRatings Daily/Hourly Traffic (Internet Applications Included), September, 2009 Pag. 9 di 23
10 Online Population in Italy yo: a day in a life Chat Search info Social Site News/Interest Search info Mail Video time News E-commerce Mail Time Awake Breakfast Work / College Work / College Move Move Dinner Relaxing at home Hobby / leisure Social life Every single user has a personal program schedule, where he manage information, funny, work, friends, culture, purchases and social life. Source : Audiweb by Nielsen//NetRatings EURISKO NEW MEDIA. 2008B Pag. 10 di 23
11 Online Population in Italy 18,6 mio portals and search engines 18,3 mio on entertainment 13,1 mio travel lovers 9,8 mio fashion victims 17.5 mio social nets & blogs 17 mio readers (News/Information) 14,4 mio E-commerce 11,8 mio Business Men 6,2 mio engine passionate Source : Audiweb by Nielsen//NetRatings Standard Metrics (Internet Applications Included, Adult Sites Excluded), September, 2009 Pag. 11 di 23
12 Online Population in Italy 20,1 million users a month search for information 4,4 millions surf on bogs Italian bloggers Source: Eurisko New Media Internet 2008/B 16% users posted at least one message Source: Eurisko New Media Internet 2008/B +5,3 millions active E-commerce (26% total internet pop) Source: Eurisko New Media Internet / Netcomm 2009 lug. Source: Audiweb by Nielsen//NetRatings Standard Metrics (Internet Applications Included, Adult Sites Excluded), September, 2009 Pag. 12 di 23
13 Online Population in Italy: Google Coverage (million users a month) Search Engines GOOGLE VIRGILIO SEARCH BING - MSN YAHOO LIBERO SEARCH 20,1 mio users a month search information 19,1 4,2 2,9 2,7 2,5 Pag. 13 di 23
14 Online Population in Italy: News Coverage (million users a month) P o r t a l s VIRGILIO 11,2 YAHOO 10,5 LIBERO 9,7 MSN 6,8 LEOANARDO 5,4 TISCALI 4,2 B r o a d MEDIASET 3,4 RAI 2,5 MTV 0,7 DEEJAY 0, ,4 20,1 mio users a month search information N e w s REPUBBLICA 5,9 CORRIERE 5,1 ILSOLE24ORE 2,3 LASTAMPA 1,6 ILGIORNALE 1,2 S o c i a l FACEBOOK 12,4 LIVE MESS 10,9 YOUTUBE 9,9 MYSPACE 2,2 Pag. 14 di 23
15 Online Population in Italy: Instant Messaging 4,4 mio surf on blogs 16% post at least 1 message 34,5% users visited at least one blog in last 12 months 33% consider BLOG as reliable/believable 28% consider BLOG as interesting 13,2 million users of Instant Messaging 61% of internet users Source: Eurisko New Media Internet 2008/B 3h 44min per user a month Pag. 15 di 23
16 Online Population in Italy: Facebook 17.5 mio on social nets & blogs Source: Eurisko New Media Internet 2008/B Pag. 16 di 23
17 Online Population in Italy: Twitter 17.5 mio on social nets & blogs Source: Eurisko New Media Internet 2008/B Pag. 17 di 23
18 Online Population in Italy: Youtube 17.5 mio su social nets & blogs Fonte: Eurisko New Media Internet 2008/B Pag. 18 di 23
19 1. W here h ave we started from 2. O n l i n e p o p u l a t i o n i n I t a l y 3. P a n e l s a n d p e r s p e c t i v e s Pag. 19 di 23
20 REAL: listening the web USING THE INTERNET AS A HIGH- SPEED, LOW COST CHANNEL TO RUN SURVEYS HAS BECOME A MAINSTREAM RESEARCH TOOL IN MANY OF THE MORE MATURE RESEARCH MARKETS (*) (*) Esomar, Global Market Research 2009 Pag. 20 di 23
21 REAL: listening the web SOCIAL NETWORK communication and entertainment Quite 50% of internet navigators subscribe or use at least one Social Network PREFERRED CONTENTS OF SOCIAL NETWORK IDX vs. Internet users Music (not amateur) 157 Cinema 155 Film, movie, clip 152 Friendship 148 PR %... to share personal opinion 34% use social network to spend spare time Source: Audiweb powered by Nielsen Online (Set 2009) Eurisko New Media 2009 A Pag. 21 di 23
22 Market share Quantitative Methods I semester 2008 I semester 2009 difference CATI , ,8-39,5% Paper & Pencil , ,1-18,2% CAPI , ,9-21,6% Postal 1.299, ,6 + 9,0% On-line 8.627, ,9 + 14,8% Other quantitative 2.480, ,2 + 30,5% Base: 32 ad hoc associated ASSIRM - Values: k purchase of quantitative research per method % 39% 11% 25% 20% CATI Paper & Pencil CAPI On-line Other quantitative Pag. 22 di 23
23 Interactive Market Research Contacts Luca Ghezzi International Director Bruno Lagomarsino Local Director Headquarter Office Via Scarlatti 150, Naples - Italy Via Sebenico 13, Milan - Italy Tel Tel Fax Fax Pag. 23 di 23
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