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Web Users December 2012

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

In Italy, users who logged to the internet through pc, at least one time in December 2012, are 28,2 million, recording an increase of +6,9% compared to December 2011.

Related to 2011, the average daily audience of the Internet has increased by 8,4%, reaching of 13,8 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 46,8% of active users.

Another interesting fact concerns the increase of users connected to the Internet (6,4%) passing from 38,1 million in December 2011 to over 40 million in December 2012

Making a distinction based on gender, the analysis shows that, on an average day, 7,7 million of men are online (28,1% of active users on the reference population). In particular, they are men aged between 35 and 54 years (38,8%).

On the average day, women online are 6,3 million (23,1% of active users on the target population): in this case, the predominant age range is 25 to 34 years (34,3%)

The number of users on an average day and total in a month are increasing if compared to December 2011, and the daily time devoted to navigation, from 1 hour and 18 minutes in December 2011 in a hour and 25 minutes in December of 2012 (+9,5%), instead the average number of pages viewed per person reduced from 152 in 2011 to 136 in 2012 (-10,7%).

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 oriented to find information surfing the Web.

The time slot between 18.00 and 21.00 records the peak of active users (53,8% of active users). Other slots in scalar order for the number of active users are 15:00 to 18:00 time slot (53,3%), 12:00-15:00 (50,8%) and 9:00-12:00 (43%).

The area of ​​the South of Italy and the Islands appears to be one with the highest number of active users, recording daily an average of 4.292 million users (22,2% of the population). On the average day, 3.921 million users are active in the North-West (26,8%), 2.346 million in the Centre (25,4%) and 2.035 million in the North-East (25,6%).

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