News Archive

Italy Web Users October 2011

  • Audiweb revealed the details of Internet audience in October 2011 in Italy

In Italy, users who logged to the internet through pc, at least one time in October 2011, are 27,3 million, recording an increase of +10,5% compared to October 2010.

Related to 2010, the average daily audience of the Internet has increased by 7,6%, reaching of 13,1 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 47,5% of active users.

Making a distinction based on gender, the analysis shows that, on an average day, 7,2 million of men are online (55% of active users on the reference population), while women are 5,9 million (45%).  The 51% of the Italian Internet user has an high school or technical degree and the 26% are graduated or has attended a university course.

While the number of users on an average day and total in a month are still increasing if compared to October 2010, continue their decline the daily time devoted to navigation, from 1 hour and 23 minutes in October 2010 in a hour and 21 minutes in October 2011 (-3,1%), and the average number of pages viewed per person, decrease from 161 in 2010 to 160 in 2011 (-0,9%).

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 South Italy and Islands' area  turns out to be one of those with the highest number of active users, 4 million people surf the web daily (31,0% of the population), the same can be said about the North West area (30% of the population). The average daily rate of internet users, in the North East area, is equal to 15,1% (1,9 millions) whereas the rate is 17,2% in the Central area (2,2 millions).