Active users who have logged to the Internet at least once in February 2014 via pc are about 27 million, showing a decrease of -5,4% if compared to February 2013.
Compared to 2013, Internet audience on the average day decreased by -8,1%, arriving to an average of 13 million users: the most active target group in the average day is the age group which goes from 35 to 54 years(typical working age), that’s to say the 48,8% of active users on the average day.
The data related to the users connected to the Internet undergoes a slight change if compared to February 2013 (-0,8%).
If we make a distinction based on gender, analysis shows that on the average day, about 7,4 million men are online. The age group most connected on the average day is the one which goes from 35 to 54 years, that’s to say the 46,2%. With regard to women, we can see that 5,9 million of them are online on the average day and the predominant age group is, here too, the one which goes from 35 to 54 years old (52%).
The number of users on the average day decreases in the month of February 2014, if compared to February 2013 and even the average daily time dedicated to the surfing falls by -13% (1 hour and 27 minutes in February 2013 and 1 hour and 16 minutes in February 2014). The average number of pages viewed per person suffers a substantial decrease (-26,5%) and goes from 142 in 2013 to 104 in 2014.
This is probably due to a continuous improvement of technologies related to the speed of browsing of the Internet and to the increasing attention to the optimization of websites. Another reason could be related to the high diffusion of Mobile technologies which allow user to enjoy Internet contents through dedicated apps which are downloaded directly on the smartphone or tablet.
The time slot between 18.00 and 21.00 records a peak of active users (53,7% of active users). Then there is the timeslot between 15.00 to 18.00 (53,3%), then the one which goes from 12.00 to 15.00 (51,1%) and the one between 9.00 to 12.00 (44,4%).
The geographical area which includes the South of Italy and the Islands is the one with the highest number of active users on the average day and they are about 4 million, i.e. the 20,8% of the target population. The North West of Italy has 3,5 million active users (26,6%), the Centre of Italy about 2,2 million (25,6%) and the North East with about 2 million users (25,2%).
If we extend the analysis of the audience to the qualification of active users on the average day, we can see that the target group more connected is the one of users who have a high school/technical diploma that are 6,9 million users (37,2% on the totality of active users on the average day), followed by the graduates who are 2,3 million (17,6%) and users who completed middle school (2,3 million, i.e 17,4%).
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