According to the last Audiweb statistics, in Italy, internet active users, who logged at least one time via pc in April 2012, are 28,6 million. Compared to 2011, there is an increase by +7,6%.
The average daily audience has also increased by +5,8% compared to April 2011, reaching 13,8 million people, who has visited on average 147 pages per person. The number of pages seen is aligned to the previous month (but is -6,9% in comparison to April 2011) and also the average time spent on the internet essentially is in the trend (1 hour and 21 minutes on April 2012).
Among internet users, the number of women raised by +10,6%, lining up to 6,2 million users, about 45% of the population. In particular, women aged between 35 and 54 years are the ones who stay more online (48,8%). To be noticed the increase of the presence for women over 55, by +24,4% in a year. Also among men, who represent 7,6 million users in the average day, 35-54 years old is the most active age range, with 3,5 million users (45,8% men online).
Looking at the geographical distribution of internet users in Italy for April 2012, the research says South and the Islands appears to be the area with the highest number of active users, recording daily an average of 4,2 million users (30,7% of the population). This area surpassed North West, which counts 4,1 million users (29,7%). Then we found Central Italy with 2,4 million active users (17,3%) and North East with 2,2 million users (15,7%).
Finally, analyzing internet usage during the average day, Audiweb registers a high presence during office hours: 5,9 million users between 9 and 12 am and 7 million users between 3 and 6 pm. Instead, the maximum peak is in the evening, between 6 and 9 pm, with 7,2 million users online. If compared to the average time spent on the internet (1 hour and 21 minutes), we can see how it decrease to only 35 minutes in the evening. This could depend to the fact that during the day internet could be used for work purposes, while in the evening internet could be used essentially just to search useful information, not to surf the web broadly.
This kind of behaviour is visibile also during the weekend, during which we can find 42,5% monthly active users, even if with a decrease by -8,3% compared to a working day. Also, Audiweb registers a drop in the number of page visited by -23% during the weekend.