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Old and new media

  • According to Censis/Ucsi's data, the future of communication is given by the union of online and offline media

The tenth report about communication realized by Censis/Ucsi and promoted by 3 Italia, Mediaset, Mondadori, Rai and Telecom Italia outlines the future trends of advertising spending: with an increase by 12,3% in 2011 and an annual turnover of 636 millions of euro, the Internet advertising revenue seems to be the fastest growing.

Even if television remains the medium on which the largest part of the advertising budget is allocated (53,6%), consumer trends in relation to the Internet suggest that Web advertising will occupy a leading role in a future anything but away.

According to the research, 62,1% of Italian people is habitually connected to the network (+9% compared to 2011) and the percentage increase among young people (90,8%), graduates (84,1%) and among people who lives in large cities (74,4%). Even the percentage of people registered on Facebook is growing: the 41,3% of Italian people is subscribed to the social network created by Mark Zuckerberg and the rate increases among young people (79,7%). Youtube, a channel of multimedia contents sharing, has among its members about the 61,7% of Italian people and the percentage of smartphone owners has grown by 10% over the previous year (54,8% of young Italian people).

Advertising spending on traditional media shows a negative trend: in particular, television declined by 10,2%, radio by 6,1% and press by 15,4%. The massive reduction of the budget for the mainstream media is the result of a lot of factors such as the thinning of the audience of such media, high costs of traditional media and the greater attractiveness and affordability of the Internet

Going deeper into detail we can state that among the main factors which caused the reduction of the audience there is a change of the culture proper of the user. On the Internet the user is now at the center of the communication process and plays  an active role in it. According to the data of Censis/Ucsi, the 37,1% of Web users searches information about a product browsing commercial companies’ websites, while the 19% of them looks for opinions and ratings in online communities before making the purchase. The user feels the need to choose by himself the contents to pay attention to and becomes himself producer of contents to promote: examples of this phenomenon are personal blogs and multimedia sharing portals such as Youtube and the new smartphone application called Instagram through which users can take photos, apply filters and share them on the most popular social networks. The consumer also decides what are the contents to avoid. Mainstream media are predisposed to mass communication and they don’t allow user to occupy a central position and in fact the consumers plays and inactive role because he has to follow information and topics offered by the program schedule of radio and television.

In order to offer a better service to users, a coexistence between old and new media is however possible. Newspapers’ readers are down by 2,3%, a reduction which is offset by the readers of online newspapers (+2,1%). Television viewers are up by 0,9% and TV remains the media with the largest audience (98,3% of the population) even if changes the way to watch it. Satellite television channels, Web TV and Mobile TV record in fact an increase respectively by 1,6%, 1,2% and 1,6% as it is confirmed by the 24,2% of Italian people that claim to follow TV programs directly on the websites of the broadcasters and by the 42,4% of the users who follow TV programs directly on Youtube.

So there is the need of mainstream media to adapt themselves to this cultural change by putting the user at the center of the communication process and by considering him an active part of it. So go ahead with Web TV, online newspapers and Web radio that will improve user’s experience on one side and, on the other, to stimulate advertising investments towards TV, radio and headlines.

E-Business Consulting plays from years a leading role on Italian and foreign digital communication reality. The company can provide consulting about digital marketing tools and can identify the most appropriate virtual communication mix that has to be used from companies in order to achieve their objectives.