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Digital Evolution

  • Censis/Ucsi report outlines the characteristics of the new media consumers

The eleventh Censis/Ucsi report about communication, realized in collaboration with 3, Mediaset, Mondadori, RAI and Telecom, show that we are not witnessing to a simple revolution but there is an actual “digital evolution of the species”. We can summarize the report with the following points: user customization in the use of media, overcoming of the existing hierarchy between mainstream media and web environment, increase of mobile connections, centrality of the user in content production. The high degree of interaction between users and media allows us to identify new people that can be called “hyper-technological” and they are the result of the digitization process which started about twenty years ago.

Although this evolution, the medium par excellence, television, has an audience which corresponds with the totality of the population (97,4%) but we can see users’ increases as regard the use of new kinds of television such as SAT TV (+8,7%), Web TV (+3,1%) and Mobile TV (+4,3%); these percentages are growing within the age group of under 30 age users.

86,3% of Italian users has a mobile phone and its use increases of about +4,5% thanks to the presence of smartphones (+12,2%). The third medium used by the population is the radio (82,9%), followed by the Internet (63,5%) that, after a rapid growth during the last years, in 2013 shows a low increase if compared to the previous year (+1,4%). The percentage of users rises among young people (90,4%), well educated people (84,3%) and citizens of large cities (83,5%). The spread of the Internet seems to go hand in hand with the spread of social networks: 69,8% of the percentage of people with access to the Internet is registered on Facebook , that’s to say the 44,3% of the entire Italian population and the 75,6% of young people. Youtube reaches a catchment area of 61% of users with access to the Internet and the 15,2% use Twitter.

Books and newspapers continue their decline but for the first we can find an increase of +2,4% if compared to the previous year. The audience of daily newspapers represent the 43,5% of the Italian population (-2%), followed by the audience of weekly newspapers of the 26,2% (-1,3% if compared to 2012) and by monthly magazines that are steady (19,4%).

The spending of Italian household for the purchase of communication technologies is growing rapidly: compared with an increase of a total household spending of +20,3%, the spending on mobile and telephone services shows and increase of +366,4% and for audiovisuals, computers and pc accessories it grows of +329,5%. This represents an annual turnover of more then 22 billion.

Censis/Ucsi outlines also three main types of users, profiled on the type of connection they have and on the frequency of the use of the Internet: the traditional connected (19,9%) who connect to the Internet with and adsl connection from pc or laptop for less than one hour per day, the mobile connected (8,1%) who connect to the Internet every time and the super-connected (11,5%) that are connected with smartphones and tablets for more than three hours per day. But what Italian people do when they connect to the Internet? 43,2% of them search information about companies, products and services, 42,7% search information about roads and localities, 34,5% listen to music online and 30,8% of them make home banking operations. Then we can find activities such as online shopping (24,4%), calls via Skype or VoIP services (20,6%), watching movies (20,2%) job-searching (15,3%) and holidays booking (15,1%).

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