Information sources and the use of media in Italy (1)


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What are the most used media in Italy, and where do Italians mostly get information? Notwithstanding the penetration of the internet and the new ways young people search for information, recent data shows that the Italian media landscape is still dominated by television.
This slide-show is part of the project "Media in Italy and the digital challenge", which has carried out with the support of the Open Society Foundation. To know more:

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Information sources and the use of media in Italy (1)

  1. 1. 11 July 2012Media in Italy and the digital challengePart 1Information sourcesand the use of mediaBy Davide MorisiWith the support of
  2. 2. Information sources and the use of media – 11 July 2012 The Mapping Digital Media project In early 2011 the Open Society Foundation (OSF) launched the Mapping Digital Media project to examine the global opportunities and risks created by the transition from traditional to digital media. Among the 60 countries in the study, the situation in Italy was analysed in a detailed report published in October 2011. Thanks to funding from OSF has developed a series of slide-shows and videos highlighting key aspects of this report as well as new data and analysis. In this first presentation we concentrate on the use of media and the main information sources in Italy.
  3. 3. Information sources and the use of media – 11 July 2012 The most used media in Italy and Europe People who at least once a week… According to Eurobarometer100% 97% 96% data, television is the most 90% EU 27 Italy used media both in Italy and 80% Europe, where almost 76% 70% 71% everybody watches it at least 60% 61% 62% 64% 61%1 once a week. 50% 40% Italians, however, use other 30% media less than the European average, especially radio. 20% 10% The use of the Internet in 0% Italy appears to have reached watch television read newspapers listen to the browse the radio internet the same level as newspapersSource: Eurobarometre76, November 2011 and radio1.1. NB: The Eurobarometer data on internet use in Italy should be used withcaution because it diverges from other official sources (Eurostat and Istat) www.quattrogatti.infowhich indicate a lower level of habitual users (51% of the population).
  4. 4. Information sources and the use of media – 11 July 2012 Internet does not replace other media As the graph shows and as Censis stresses, «in digital society new media do not substitute old ones», but are used in addition. In the last ten years, although internet use has rapidly grown, radio and newspaper use is stable and TV remains the leader. People who use... 100%% of people on the entire population 90% 80% 70% 60% 50% 40% 30% 20% 2001 2002 2003 2005 2006 2007 2008 2009 2010 2011 Television Dailies Newspapers Radio InternetFonte: Author’s graph based on Istat data. NB: the frequency of use for every media is calculated ina differentway. Data for internet and newspapers refer to age 6 and above, while for radio and television age 3 and above. www.quattrogatti.infoData is missing for 2004.
  5. 5. Information sources and the use of media – 11 July 2012 Newspaper reading changes With online editions, newspaper reading has changed: while print sales have dropped significantly since 2000, readership (including online) has increased.7000 25 Sales* and readers** of daily newspapers This data shows Readers 23 that newspapers’6500 21 crisis affects6000 print 19 editions, but not5500 17 the newspaper Sales market as a 155000 whole, because 13 there is no lack4500 11 of readers. 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Vendite medie giornaliere (asse sinistro, copie x1000) Average daily sales (left axis, x1000) Lettori nelagiornoaverage net of dellincremento della popolazione millions) Readers day, media al netto population increase (right axis, (asse destro, milioni)* Source: Fieg, ‘La Stampa in Italia 2008-2010’, April 2011** Source: Author’s graph based on Audipress data, in Fieg, ‘La Stampa in Italia 2008-2010’, April 2011
  6. 6. Information sources and the use of media – 11 July 2012 Sources of information: TV dominates… The primary source of information for Italians is TV: 7 people out of 10 gain their information mainly through TV2. 80% Where do you get most of your news 70% on national political matters? Firstly? TV is also the 71%% of people on the entire population Source: Eurobarometer 76, November 2011 main source of 60% 64% EU 27 UE 27 Italia Italy information in 50% the rest of 40% Europe, but Europeans use 30% newspapers, 20% radio and 10% internet more 12% 11% 10% 8% 7% than italians. 0% 4% Television Newspapers Radio Internet Televisione Giornali Radio Internet2. When survey respondents list more than one source of information, the overall picture is morebalanced, with newspapers still playing an important role (see data by Eurobarometer 76, November2011, and AGCOM, Annual Report 2011).
  7. 7. Information sources and the use of media – 11 July 2012 TV and radio news At a more detailed level, Censis data shows that 8 Italians out of 10 gain their information through TV news bulletins and more than half through radio news. 90% The most used sources of information in Italy (2011) 80%% of people on the entire population Notwithstanding digital Search engines 70% media, teletext services by Rai play a key role as and Mediaset are still very information filters 60% much used by Italian citizens. on the internet. 50% 40% 30% 20% 10% 0%Source: Censis, Nono rapporto sulla comunicazione, 2011
  8. 8. Information sources and the use of media – 11 July 2012 Adverstising revenues Finally, if we consider the distribution of advertising – the main source of revenuesfor media – it is no surprise that once again TV attracts the highest investments. While investments in other media have decreased, advertising on internet continued to grow even in 2009. Advertising investments in Italy 5000 The overall 4500 4000 volume of 3500 advertising online,Millions of euros 3000 2500 however, is still 2000 1500 significantly 1000 lower than that 500 of TV and 0 2006 2007 2008 2009 newspapers. Televisione Television Stampa Press Radio Internet Other AltroSource: Agcom (Annual reports 2007, 2008, 2009 e 2010), Nielsen data
  9. 9. Information sources and the use of media – 11 July 2012Advertising revenues: Mediaset dominates Advertising investments in Italy in 2010 In 2010 TV attracted (Total revenues: 9635 millions of euros) approximately 45% of all Other advertising investments 11% TV - in Italy, while Mediaset 25% Internet, with 10% Internet 10% revenue, overtook radio. Radio Mediaset alone dominated 6% with 25% of all advertising TV - RAI Print - 10% investments in Italy in Magazines 2010, more than the whole 13% TV - print-news sector 3. Print - Others 10% Dailies 15% Source: Agcom, annual report 2011.3. Latest 2012 data shows however a decrease in NB: The data in this graph cannot be compared with data in the previousMediaset’s revenues, partially due to the fact that Silvio slide because Agcom changed its methodology in 2010.Berlusconi, Mediaset’s owner, is no longer Prime www.quattrogatti.infoMinister, as the Economist states.
  10. 10. Information sources and the use of media – 11 July 2012 Television audience: the duopoly The dominance of television is made more problematic because the Italian television market is characterised by the two media giants Rai and Mediaset. Despite the ascent of Sky and decreasing viewer figures, Auditel data show that at the beginning of 2011 the two companies commanded between them almost 80% of audience shares. Average annual audience share (2000-2011) In March 2011 the sum of Rai and Mediaset audiences equals almost 80% of total shares. Other terrestrial Sky/Other satellite televisions televisionsSource: Agcom, annual report 2011, Auditel data
  11. 11. Information sources and the use of media – 11 July 2012 Print readership: more pluralism The most read national and multi-regional dailies in Italy* There is no similar (number of readers, average day) concentration in print IL FATTO QUOTIDIANO – media. 562,000 Altri IL SECOLO XIX La Repubblica and 580,000 2.218.000 IL GAZZETTINO LA REPUBBLICA Corriere della Sera are 653,000 3,511,000 the most read newspapers LA GAZZETTA DEL MEZZOGIORNO – in Italy, but together they 698,000 make up only one third of IL GIORNALE 712,000 CORRIERE DELLA SERA total readership. 3,353,000 IL SOLE 24 ORE 1,243,000 In addition, national IL RESTO DEL CARLINO + LA newspapers are flanked by METRO NAZIONE + IL 1,449,000 GIORNO numerous regional and 2,553,000 local papers which increase LEGGO LA STAMPA IL MESSAGGERO pluralism. 1,503,000 1,649,000 2,225,000 Source: Audipress, 1 trimester 2012 * NB: Sports newspapers are not included
  12. 12. Information sources and the use of media – 11 July 2012 And yet something is changing… Though the overall picture has not changed radically, digital media are beginning to shift the balance. Between 2002 and 2009 the percentage of Italians who gained their information uniquely through TV has decreased from almost half the population to 26%3, a shift that suggests a more varied media consumption4. In addition, recent data seems to confirm the gradual audience share’s decline for Rai and Mediaset5. At the same time, tv viewing has become more fragmented, with new digital channels gaining new audience at the expense of the two main traditional channels, Rai 1 and Canale 56.4. See Open Society Foundations, “Mapping Digital Media – Italy”.5. See also “La Rai esca dal cimitero delle idee”, Il Fatto Quotidiano, 27 July2012. www.quattrogatti.info6. See “Per Rai e Mediaset annus horribilis”, TV Digital Divide, 3 January 2012
  13. 13. Information sources and the use of media – 11 July 2012 Young people use media in a different way New generations in particular have changed media use radically. According to Censis, almost all 14-29 year olds watch television, but 8 out of 10 of these use internet as a source of information. Only a third of them buy newspapers, but two thirds gain news Clipart by Antoine trough search engines and Facebook 7. Young people represent a completely new segment of media consumers: they still consume a large amount of audiovisual content, but this consumption increasingly happens on different platforms (such as pcs, tablets and smart phone) which allow a degree of interaction8.7. Censis, Nono rapporto sulla comunicazione, 2011. www.quattrogatti.info8. See Interview to Flavia Barca on TV Digital Divide, 1 May 2012.
  14. 14. Information sources and the use of media – 11 July 2012 «TV addicts», for how much longer? This generational shift, together with the availability of digital media, suggests a trend towards an increase in sources of information among Italians, and a consequent decrease in dependence on television. It is important to stress that the dominance of television of Italy is not an anomaly in Europe. The anomaly is the structure of the Italian television market, still dominated by two Rielaborazione da rg1024 media giants as we will show more in detail in the next slide-shows
  15. 15. Information sources and the use of media – 11 July 2012 Useful links • Open Society Foundation, Mapping Digital Media – Italy (Report in English / Report in italiano, versione non aggiornata ) • Eurobarometer, Standard Eurobarometer 76, Autumn 2011 • Agcom, Annual report 2011 • Censis, Nono rapporto sulla comunicazione, 2011 • FIEG, La stampa in Italia (2008 – 2010) • Fondazione Rosselli, Istituto di Economia dei Media (IEM) XIII Rapporto IEM. Gli investimenti pubblici in comunicazione e cultura in Italia • Data on the use of the media by Istat: • TV data by Auditel • Newspaper data by Audipress
  16. 16. Thanks!If you appreciated the presentation forward it to your friends and support our project! We thank Flavia Barca (IEM), Iginio Gagliardone (Oxford University), Gianpietro Mazzoleni (University of Milan), and Cristian Vaccari (University of Bologna) for comments. To contact the authors : To participate: