Media Evolution 2011 in Italy

  • The 9th Censis/UCSI Report shows a new consumer/user that creates its schedule and self-managed its sources of information and entertainment.

The 9th Censis/UCSI Report about communication continues to observe the evolution in the use of the media by monitoring changes in media consumption by Italians: it should be noted that a new scenario where the consumer/user, more and more demanding and less disillusioned, creates its schedule and self-managed its sources of information and entertainment. 

The report, presented the 13th of July 13 at the Senate, touches three fundamental issues in an environment like today where digital is becoming increasingly important. The primary focus is on the rise of "digital people": in 2011 in Italy is finally exceeds the threshold of 50% of the population that is connected to the Internet in particular 84,7% of these are young people between 14 and 29 year: in May 2011 AudiWeb talks of about 38 million Italians connected to the Internet (where connected means those individuals who have potential access to the Internet) and 13,2 million active users on an average day. And these are precisely the numbers that make us consider and analyze a user that is increasingly demanding and digitized, moving within a large, fragmented system of media (old but especially new ones), to choose its more interesting content, how and when the most congenial to him: each one creates its own niche in media consumption and "TaylorMade" schedule. 

The period of severe crisis facing the print media (newspapers lose -7% readers in two years), the decline in viewer's analog TV, thanks to digital switch (-27.1% of viewers in last two years compared to digital TV that grows more than 48% and compared to WebTV, which increases by +2.6% in two years), and the stagnant situation of the radio, are all symptoms of a tired and critical consumer that becomes an increasingly proactive user who does not submit passively to the information but creates itself an ad hoc schedule and self-managed its own media consumption.

The report also highlights how the perception of journalism and information has changed in the last two years: in a scale from 1 to 10, television and print media do not reach, in the opinion of Italian, the score of satisfaction in terms of reputation: 5.74 is the average score the credibility of television and 5.95 is the vote given to the newspapers.  The idea of journalists is especially perceived like a lack of independence and excessive power connections, political or financial, making them unreliable to about 49,8% of the population. More reliable is the radio (6.28) and the Internet (6.55), this one perceived as a more free and "disinterested" media. And it is precisely with the web that the user tries to build its critical sense: regardless of the use of television, 12,3% of the population draws on the websites of TV stations to watch the selected programs, 22,7% use YouTube, the 17,5% follow TV programs downloaded via the Web from other people.

Are mainly the young that largely diversify the opportunities through which they build their own schedule: it increases in fact to 47,6% the number of young people who watch programs on YouTube (20,1% of them do so regularly) while approximately the 36,2% of them follows other downloaded programs from their friends (this is the so-called file-sharing) and the 24,7% of young access to TV broadcasters' websites. Music (18,3%), sports (11,7%) and movies (9,9%) are among the most viewed topics programs followed via the Internet. And it is only among the young that smart phones are spreading, denying the so much hype created back in the Mobile world: the use of mobile phone decreases by about -5,5% (accomplice of the global downturn of the economy) while is still recording a slight shift of users from basic devices (which are limited to only call and messaging functions) to smart phones (+3,3%): these data, although related to the effective use of the medium and not the mere possession, still show once more how are primarily young people who make the greater use of this device (about 39,5%). So in the light of these data, can we still consider the estimates presented last May by Netcomm at the E-commerce Forum on the resumption of digital consumption through smart-phone? Can we still remain blind to a critic and tired consumer not so passive as we thought? 

The value of the Internet grows, not only used as a tool for entertainment but also and above all, as a means of information: the challenge of 2011 will therefore be able to fully exploit this value and trying to "make peace" with the user as well. 

E-Business Consulting works in advertising on the Internet in order to suggest and propose the most appropriate digital tools for business development in companies that want to use the internet to promote their products and services in Italy and abroad. 

News Details

26/11/2020 E-Business Consulting