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Web monitor

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

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Web monitor

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  1. Web monitor Internet keynumbers February 2013

  2. February 2013: highlights A Febbraio 2013 gli italiani online sono 14,7 milioni su base giornaliera e 28,6 milioni nel mese, con un incremento del 3% rispetto all’omologo 2012. I target maggiormente in crescita si confermano i bambini e gli over 55 (2-11 y.o. +10%; 55-64 y.o. +8%; +65 y.o. +9%).La penetrazione si attesta al 52% della popolazione, con un picco del 70% sui 18-24 così come sui 35-44. il tempo speso rimane pressoché stabile vs periodo omologo 2012 sia su base mensile (+1%) che nel giorno medio (+2%). Gli utenti 18-24 dedicano il maggior volume di tempo alla rete con 1 ora e 46 minuti, mentre l’incremento più alto si registra sui 35-44 e sui 55-64 (+8%). Resta elevato il volume di utenti connessi ai Portali(24,7 mio), alle Communities (23,9) e al mondo dell’Entertainment (25,0 mio) dove si continua a registrare un trend positivo in termini di Tempo Speso (+15%). La categoria News & Information caratterizzata dall’annuncio delle dimissioni da parte di Papa Ratzinger (11/02) e dalle elezioni politiche del 24-25 febbraio, raccoglie 22,5 milioni di utenti, con un tempo medio di permanenza di 1 ora e 38 minuti mensili, in crescita del 16% vs. periodo omologo 2012. Leader di categoria si conferma La Repubblica con 10,2 mio utenti (+8% audience; +5% tempo), seguito da Corriere della Sera 8,8 mio utenti (+3% audience; +14% 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 (+27% audience; +58% tempo) che per Corriere TV (+10% audience; +16% tempo). In generale crescono tutti i principali player di News (top 15 siti), tra cui Blogo (+12% audience); Libero News (+20% audience), TGCOM24 (+6% tempo speso); La Stampa.it (+56% audience) e Quotidiano.net (+12% audience; +7% 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. February 2013 – Key numbersInternet audience and time spentregister a limitedgrowth Audience Trend .000 Feb 2013: 28.599 *Italian Pop. 2+ years (over +74 anni, are consideredonlyif living with atleastonepersonagedbetween 11-74 years). Source: Groupmelaborations on Audiweb data

  5. February 2013 – Web & App – Audience and Time spentWebsite and applications show a similar performance Audience .000 Main Web Sites – apps excluded TOT WEBSITES (appexcluded) 27,9 mio Unique Audience (+3% vs February ‘12) 19h 04 min time per user (+2% vs February ’12) APPLICATIONS 23,3 mio Unique Audience (+2% vs Feb ‘12) 3 h 01 min time per user (+3% vs Feb ’12) Audience .000 MainApplications Source: Groupmelaborations on Audiweb data

  6. February 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. February 2013 –Internet Audience CompositionWomen online are increasing; 60% of web pop. Is made of 25-54 y.o. Sex % Composition Age % Composition Male -0,5% vs. ‘12 Female +0,5% vs. ‘12 Source: Groupm elaborations on Audiwebdata

  8. February 2013 – UniqueUsers by targetKids and over 55 y.o. register the best performance Average: +3% • Kids: 2-11 • 2,084 mio UU • +10% vs Feb ‘12 • -6%vs Jan‘13 • Young adult 25-34 • 5,024 mio UU • -1% vs Feb‘12 • -2%vs Jan‘13 • Teen: 12-17 • 1,926 mio UU • -8% vs Feb ‘12 • -8%vs Jan‘13 • Post Teen: 18-24 • 3,146 mio UU • +6% vs Feb‘12 • -2% vs Jan‘13 • Adult 35-44 anni • 6,663 mio UU • +5% vs Feb ‘12 • -2% vs Jan ‘13 • Mature Adult 45-54 anni • 5,486 mio UU • +2% vs Feb ‘12 • -2%vs Jan ‘13 • Senior 55-64 anni • 2,913 mio UU • +8% vs Feb ‘12 • -5% vs Jan ‘13 • Silver Surfer +65 • 1,356 mio UU • +9% vs Feb’12 • -7%vs Jan‘13 Source: Groupm elaborations on Audiweb data – applications included

  9. February2013 – Time spent by target on daily averageAdult and Senior show the mostrelevantgrowth on time spent h:mm Average: +2% • Kids: 2-11 • 0:51 • +3% vs Feb ’12 • +2%vs Jan ‘13 • Young Adult 25-34 • 1:37 • -2% vs Feb‘12 • -2%vs Jan ‘13 • Teen: 12-17 • 1:11 • -13% vs Feb‘12 • +5%vs Jan ‘13 • Post Teen: 18-24 • 1:46 • +2% vs Feb ‘12 • -1% vs Jan ‘13 • Adult 35-44 anni • 1:31 • +8% vs Feb‘12 • +1%vs Jan ‘13 • Mature Adult 45-54 anni • 1:27 • -2% vs Feb‘12 • -2%vs Jan ‘13 • Senior 55-64 anni • 1:22 • +8% vs Feb‘12 • +1%vs Jan ‘13 • Silver Surfer +65 • 1:05 • -1% vs Feb’12 • +3%vs Jan ‘13 Source: Groupm elaborations on Audiweb data – applications included

  10. February 2013 – Top 10 websitesMost top website are increasingtheir audience and time spent Time per Person TOT WEBSITES (appexcluded) 27,9 mio Unique Audience (+3% vs February‘12) 19h 04 min time per user(+2% vs February’12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm elaborations on Audiweb data – applications excluded

  11. February 2013 – Top 10 applicationsWindows Media Player isstill leader by Audience, while VLC and Skyperegister the largest Time Spent Time per Person Bubblesize = Page Views APPLICATIONS 23,3 mio Unique Audience (+2% vs Feb‘12) 3 h 01 min time per user(+3% vs Feb ’12) Audience increase = Audience stable Audience decrease Audience .000 Source: Groupmelaborations on Audiweb data

  12. February 2013– MostvisitedcategoriesEntertainment and Consumer electronicsconfirm a goodincrease ∆% vsfebuary 2012 Audience .000 Subcategorie’s weight Average: +3% Search: 31% Portals: 40% Communities: 29% Video/Broadcaster/Music: 37% Games/Betting: 17% Sport: 10% Others: 35% Travel services/info: 64% Holiday Planner: 36% 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. February 2013– Time spent on categoriesBetween top 5 categories Entertainment and News show the best performance Time per Personh.min.sec ∆% vs Feb 2012 Average: +1% 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. February 2013 – PortalsThe categoryconfirms a growing trend Time per Person PORTALS 24,7 mio Unique Audience (+4% vs Feb‘12) 50 min time per user(+4% vs Feb ’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. February 2013 – CommunitiesGoodincrease in audience; Google+ register a verygood performance Time per Person Bubblesize = Page Views COMMUNITIES 23,9 mio Unique Audience (+2% vs Feb‘12) 7h 21 min time per user(-10% vs Feb’ 12) Google+: +50% Linkedin: +15% Audience increase = Audience stable Audience decrease Audience .000

  16. February 2013 – EntertainmentTimes spentisgettingbigger and bigger Time per Person ENTERTAINMENT 25,0 mio Unique Audience (+4% vs Feb‘12) 5 h 26 min time per user(+15% vs Feb‘12) Bubblesize = Page Views = La Repubblica TV +27% Leonardo Musica +98% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  17. February 2013- Video & BroadcasterBroadcaster and Video register a goodincrease in audience and time spent Time per Person BROADCASTER (Entertainment’sSubcategory) 13,1 mio Unique Audience (+1% vs Feb ’12) 15 min time per user (+13 vs Feb’12) Bubblesize = Page Views VIDEO (Entertainment’sSubcategory) 20,8 mio Unique Audience (+5% vs Feb’12) 1 h and 30 min time per user (+23% vs Feb’12) Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  18. February 2013 – Focus on online tv broadcasterSky shows the best performance on audience and time spent -1% Delta Audience +3% Delta Time +14% Delta Audience +2% Delta Time +19% Delta Audience -6% Delta Time +22% Delta Audience +13% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  19. February 2013 – SportThe categoryregisters a goodincrease in audience and time spent Time per Person SPORT 12,0 mio Unique Audience (+3% vs Feb‘12) 55 mintime per user(+11% vs Feb‘12) Bubblesize = Page Views Audience increase = Audience stable Audience decrease = Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  20. February 2013 - BettingStrong increase in time spent. William Hill isstillgrowing Time per Person BETTING 8,1 mio Unique Audience (-15% vs Feb‘12) 1H e 10 min time per user(+14% vs Feb‘12) Bubblesize = Page Views 888.com: +116% Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  21. February 2013 - MusicThe categoryregisters a strong increase in time spent. Spotify just launched in Italy is the new leader in time spent Time per Person MUSIC 10,5 mio Unique Audience (+6% vs. Feb‘12) 14 min time per user(+16% vs. Feb‘12) Bubblesize = Page Views Last.fm: +11% Deezer: +705% 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. February 2013 – NewsAudience and Time spent are stillgrowing. All top player show a positive sign Time per Person Bubblesize = Page Views NEWS 22,5 mio Unique Audience (+2% vs Feb‘12) 1 H 38 min time per user (+16% vs Feb‘12) Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  23. February 2013 – Focus on News OnlineAllplayersregister a good performance. La Stampa shows the mostrelaventincrease on audience Monthly Audience: 10,2 mio Daily Audience: 1,6 mio Monthly Audience: 8,9 mio Daily Audience: 1,4 mio +8% Delta Audience +5% Delta Time +3% Delta Audience +14% Delta Time Monthly Audience: 5,9 mio Daily Audience: 597 mila Monthly Audience: 6,2 mio Daily Audience: 767 mila +1% Delta Audience +6% Delta Time +56% Delta Audience -4% Delta Time Source: Groupm Elaborations on Audiweb data – applications included

  24. February 2013 - TravelTravel area register a small decrease Time per Person TRAVEL 17,2 mio Unique Audience (-2% vs Feb’ 12) 33 min time per user(-7% vs Feb’ 12) Bubblesize = Page Views TripAdvisor: +34% eDreams: +29% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  25. February 2013 e-CommerceGood performance for the category; eBayisstill leader Time per Person Bubblesize = Page Views eBay Annunci: +20% Trovaprezzi: +41% E COMMERCE 21,0 mio Unique Audience (+7% vsJan ’12) 1 H 25 min time per user (+12% vsJan ’12) Audience in crescita = Audience stazionaria Audience .000 Audience in calo Source: Groupm Elaborations on Audiweb data – applications included

  26. February 2013 - Finance/InsuranceFinance categoryisstable FINANCE/INSURANCE 16,0 mio Unique Audience (stablevs Feb ’12) 47 min time per user(-12% vs Feb ’12) Time per Person Bubblesize = Page Views Soldionline: +76% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  27. February 2013 - Family and LifestylesPianetadonnaisstill leader, followed by Alfemminile FAMILY AND LIFESTYLES 18,1 mio Unique Audience 37 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 Lei Web: +39% Nanopress Donna: +8% Blogo Donna: +6% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  28. February 2013 - AutomotiveAutomotivecategoryisstable Time per Person AUTOMOTIVE 9,5 mio Unique Audience (+1% vs Feb ’12) 30 min time per user (stablevs Feb ’12) Bubblesize = Page Views Motori.it: +197% Audience in crescita = Audience stazionaria Audience in calo Audience .000 Source: Groupm Elaborations on Audiweb data – applications included

  29. February 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 6,4 mio Unique Audience (+8% vs Feb‘12) 28 min time per user(-8% vs Feb’12) Audience increase = Audience stable Audience decrease Audience .000 Source: Groupm elaborations on Audiweb data – applications excluded

  30. Mobile Browsing

  31. 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

  32. 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

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

  34. 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)

  35. 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

  36. Attached – Top 10 Websitesand top 10 Applications Top 10 Websites Top 10 Applications TOT WEBSITES (appexcluded) 27,9 mio Unique Audience (+3% vs February ‘12) 19h 04 min time per user (+2% vs February ’12) APPLICATIONS 23,3 mio Unique Audience (+2% vs Feb ‘12) 3 h 01 min time per user (+3% vs Feb ’12) applicationsexcluded Applications only Source: Groupm Elaborations on Audiweb

  37. Attached – Top CategoriesPortals and Communities PORTALS 24,7 mio Unique Audience (+4% vs Feb ‘12) 50 min time per user (+4% vs Feb ’12) COMMUNITIES 23,9 mio Unique Audience (+2% vs Feb ‘12) 7h 21 min time per user (-10% vs Feb’ 12) Source: Groupm Elaborations on Audiweb data – applicationsincluded *Google+ lanciato a luglio 2011

  38. Attached – Top Categories Entertainment; Video&Broadcaster VIDEO (Entertainment’s subcategory) 20,8 mio Unique Audience (+5% vs Feb ’12) 1 h and 30 min time per user (+23% vs Feb ’12) ENTERTAINMENT 25,0 mio Unique Audience (+4% vs Feb ‘12) 5 h 26 min time per user (+15% vs Feb ‘12) BROADCASTER (Entertainment’s subcategory) 13,1 mio Unique Audience (+1% vs Feb ’12) 15 min time per user(+13 vs Feb’12) Source: Groupm Elaborations on Audiweb data – applications included

  39. Attached – Top Categories Sport and Betting BETTING 8,1 mio Unique Audience (-15% vs Feb ‘12) 1H e 10 min time per user (+14% vs Feb ‘12) SPORT 12,0 mio Unique Audience (+3% vs Feb ‘12) 55 min time per user (+11% vs Feb ‘12) Source: Groupm Elaborations on Audiweb data – applications included

  40. Attached – Top Categories Music and News MUSIC 10,5 mio Unique Audience (+6% vs. Feb ‘12) 14 min time per user (+16% vs. Feb ‘12) NEWS 22,5 mio Unique Audience (+2% vs Feb ‘12) 1 H 38 min time per user (+16% vs Feb ‘12) Source: Groupm Elaborations on Audiweb data – applications included

  41. Attached – Top Categories Travel and eCommerce TRAVEL 17,2 mio Unique Audience (-2% vs Feb’ 12) 33 min time per user (-7% vs Feb’ 12) E COMMERCE 20,0 mio Unique Audience (+4% vsFeb ’12) 1 H 12 min time per user (+6% vsFeb ’12) Source: Groupm Elaborations on Audiweb data – applications included

  42. Attached – Top Categories Finance and Family&Lifestyle FAMILY AND LIFESTYLES 18,7 mio Unique Audience 39 min time per user FINANCE/INSURANCE 16,0 mio Unique Audience (stablevs Feb ’12) 47 min time per user (-12% vs Feb ’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

  43. Attached – Top Categories Automotive AUTOMOTIVE 9,5 mio Unique Audience (+1% vs Feb ’12) 30 min time per user(stablevs Feb ’12) Source: Groupm Elaborations on Audiweb data – applications included

  44. Attached – Object Video AUDIWEB OBJECT VIDEO – UnduplicatedAudience 6,4 mio Unique Audience (+8% vs Feb ‘12) 28 min time per user (-8% vs Feb ’12) Source: Groupm Elaborations on Audiweb data – Object Video

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