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Italy Web Users March 2012

  • Audiweb published data of online audience referred to the month of March 2012.

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

Related to 2011, the average daily audience of the Internet has increased by 2,6%, reaching of 13,7 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, 7,5  million of men are online (27,2% of active users on the reference population). In particular, they are men aged between 35 and 54 years with a high school graduation (49,7%).

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 52,2% 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 March 2011, continue their decline the daily time devoted to navigation, from 1 hour and 20 minutes in March 2011 in a hour and 18 minutes in March of 2012 (-6,2%), and the average number of pages viewed per person, decrease from 174 in 2011 to 147 in 2012 (-15,5%).

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% of active users). Other slots in scalar order for the number of active users are 15:00 to 18:00 time slot (50,8%), 12:00-15:00 (49%) and 9:00-12:00 (41,7%).

The area of ​​the North West appears to be one with the highest number of active users, recording daily an average of 4,140 million users (28,1% of the population). On the average day, 2,231 million users are active in the North-East (26,3%), 2,3 million in the Centre (25,1%) and 4,1 million in the South of Italy and the Islands (20,7%). 

 

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