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Internet Audience in Italy November 2010

  • More than 36 million Italians in November 2010 claim to have Internet access from anywhere, ie, 66% of the population, an increase of 14.7% compared to November 2009.

Audiweb in Italy announced Internet audience details in November 2010.

More than 36 million Italians in November 2010 claim to have Internet access from anywhere, ie, 66% of the population, an increase of 14.7% compared to November 2009. 

The average daily time dedicated to navigation reduces to -12.8% but increase +7.1% the average daily page views per user which indicates a growing competence in use of digital media. 

In November 2010, 24.7 million people are active users, 12.5 million on an average day. Compared to November 2009, the online audience (active users in the month) grew by 10.7% and the number of active users on average day increase of 11.3%, particularly among adults 25-34 years (20.9 % of active users on an average day) and between 35-54 years (47.6%). The age range of users between 18-24 years has a weight of 10.2%.

25.6% men and 20.2% of women are connected to the internet on an average day, particularly in the age group between 35-54 years (46.8% men and 48.7% among women) and 25-34 years (18.7% men and 23.7% among women). 

The distribution of media use show significant data in the first part of the day, with 5.6 million active users between 9 and 12 and confirming afternoon as the prime time of the Web for this month in Italy. 

In fact, from the time between 12:00 and 15:00 there are 6.4 million active users and the figure grows to 6.8 million active users in the 18-21 time range. 

Active users are on an average day 3.9 million in the north-west (31.1% of the reference population), 2 million of the North-East (16.2%), 2.1 million of Central Italy (17%) and 3.7 million of the South and Islands (29.4%).

 

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