Related to 2010, the average daily audience of the Internet has increased by 8,9%, reaching of 10,7 million users: on an average day, the most active target belong to the age group 25-54 years old (typically identified with working people) and represent 66,4% of active users.
Making a distinction based on gender, the analysis shows that, on an average day, 6,1 million of men are online (22,2% of active users on the reference population) with an increase of 7,6% over the previous year. In particular, they are men aged between 35 and 54 years.
On the average day, women online are 4,6 million (16,9% of active users on the target population): also in this case, the predominant age range is 35 to 54 years.
While the number of users on an average day and total in a month are still increasing if compared to August 2010, continue their decline the daily time devoted to navigation, from 1 hour and 22 minutes in August 2010 in a hour and 18 minutes in August of 2011 (-4,9%), and the average number of pages viewed per person, increase from 153 in 2010 to 156 in 2011 (+1,3%). 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 competent in finding required information on the Web.
The time slot between 15.00 and 18.00 records the peak of active users (49,9% of active users). Other slots in scalar order for the number of active users are 12:00 to 15:00 time slot (48,8%), 18:00-21:00 (47,9%) and 9:00-12:00 (44,1%).
The area of the North West appears to be one with the highest number of active users, recording daily an average of 3,1 million users (29,1% of the population). On the average day, 1,7 million users are active in the North-East (16%), 1,9 million in the Centre (17,4%) and 3,4 million in the South of Italy and the Islands (32,1%).
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