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Internet audience in March 2011

  • Audiweb announced the details of the Internet audience in March 2011.

More than 36,9 million Italians in March 2011 claim to have Internet access from anywhere, with an increase of 11,1 % compared to March 2010, and 10,7 on an annual basis. 

The average daily time dedicated to navigation reduces to -13,9 % and also reduces the average daily page views per user -3,1% which indicates a growing competence in the use of digital media. 

The online audience in the average day grew by 14,6 % that reach an average of 13,3 million user, particularly among adults 25-34 years (34,7 % of active users on an average day) and between 35-54 years (34,6%). The age range of users between 18-24 years has a weight of 30,8%.

In  March 7,5 million of men and 5,8 million of women are connected to the internet on an average day, particularly in the age group between 35-54 years (46,2 % men and 48,3 % among women) and 25-34 years (18,3% men and 23,1% among women). 

The distribution of the use of the medium presents significant data in the first part of the day, with 5,8 million active users between 9:00 and 12:00, confirming the afternoon slot as the prime time of the Web for this month. 

Infact, from the time slot between 12:00 and 15:00 there are 6,9 million active users reaching a peak of 7,2 million active users between 18 and 21.

Active users are on an average day 4,0 million in the North-West (30,6% of the reference population), 2,2 million of the North-East (16,8%), 2,2 million of Central Italy (17,1%) and 4 million of the South and Islands (30,6%).

 

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