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Italy Web Users January 2012

  • Audiweb revealed the details of Internet audience in January 2012 in Italy

In Italy, users who logged to the internet through pc, at least one time in January 2012, are 27,7 million, recording an increase of +7% compared to January 2011.

Related to 2011, the average daily audience of the Internet has increased by 6,2%, reaching of 13,4 million users: on an average day, the most active target belong to the age group 35-54 years old (typically identified with working people) and represent 47,3% of active users.

Making a distinction based on gender, the analysis shows that, on an average day, 7,3  million of men are online (26,8% of active users on the reference population). In particular, they are men aged between 35 and 54 years with a high school graduation (48,1%).

On the average day, women online are 6 million (22% of active users on the target population): also in this case, the predominant age range is 35 to 54 years and 53,4% of users has a high school graduation.

While the number of users on an average day and total in a month are still increasing if compared to January 2011, continue their decline the daily time devoted to navigation, from 1 hour and 40 minutes in January 2011 in a hour and 23 minutes in January of 2012 (-16,9%), and the average number of pages viewed per person, decrease from 201 in 2011 to 165 in 2012 (-17,5%).

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 18.00 and 21.00 records the peak of active users (53,2% of active users). Other slots in scalar order for the number of active users are 15:00 to 18:00 time slot (52,8%), 12:00-15:00 (50,2%) and 9:00-12:00 (42,4%).

The area of the North West appears to be one with the highest number of active users, recording daily an average of 3,9 million users (27,3% of the population). On the average day, 2,2 million users are active in the North-East (25,7%), 2,3 million in the Centre (25,3%) and 3,9 million in the South of Italy and the Islands (20%).

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