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Internet Users December 2013

  • Audiweb revealed the details of Internet audience in December 2013 in Italy

In Italy, users who logged to the internet through pc at least one time in December 2013 are 28 million and they reach a decrease of -3,4% compared to December 2012.

Related to 2012, the average daily audience of the Internet has decreased by -7,8%, arriving to 13 million users: on the average day, the most active target belongs to the age group 35-54 years (the typical working class age) and represents 47,5% of active users.

The data on users connected to the internet remains the same as December 2012 (41 million).

If we make a distinction based on gender, the analysis shows that on the average day, 7,4 million of men are online. The age group more connected on the average day is the one which goes from 35 to 54 years (44,6%). On the average day, women online are 5,6 million and even in this case the predominant age range is 35 to 54 years (51,4%)

The number of users on the average day is decreasing and the daily time devoted to surfing the Internet reaches 1 hour and 11 minutes, -1,2% than December 2012. The average number of pages viewed per person reduced from 136 in 2012 to 95 in 2013 (-30,2%).

On one hand this data could indicate a continuous improvement of technologies related to internet speed, and, on the other hand, an Italian audience increasingly oriented to find information surfing the Web.

The time slot between 15.00 and 18.00 records the peak of active users (51,6% of active users). Other slots in scalar order for the number of active users are 18.00 to 21.00 time slot (51,2%), 12.00-15.00 (49,6%) and 9.00 – 12.00 (43,5%).

The area of ​​the South of Italy and the Islands appears to be the one with the highest number of active users, reaching daily an average of 4 million users (29,6% of the population). On the average day, 3 million users are active in the North-West (25,7%), 2,2 million in the Centre (17,3%) and 2 million in the North-East (15,2%).

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