Your SlideShare is downloading. ×
Digiat Media @ Ricerca sul consumo dei media in Europa
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Digiat Media @ Ricerca sul consumo dei media in Europa

2,722

Published on

Presentazione per il corso di Digital Media presso il master in Accademia di Comunicazione a Milano. …

Presentazione per il corso di Digital Media presso il master in Accademia di Comunicazione a Milano.
Contenuto:
- EIAA: estratti della ricerca sul consumo dei media in Europa con Focus in Italia.
- Digital News: Aggiornamenti su notizie e "flash" del quotidiano relativo ai media digitali

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,722
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. MARKETING E COMUNICAZIONE SU I MEDIA DIGITALI Consumo dei media, con focus su Internet in Italia Cris Nulli Accademia di Comunicazione Milano, 22 Gennaio 2007
  • 2.
    • AGENDA
    • Etratti da Mediascope EIAA: L’utilizzo di Internet in Europa con focus sull’Italia
    • -Digital Media Flash: news ad aggiornamenti su i media digitali
    Photo of *la nadege* Photo URL: http://www.flickr.com/photos/lanadege/353683392/
  • 3.  
  • 4. EUROPEANS’ USAGE OF THE INTERNET
  • 5. Background
    • The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry
    • Members are:
    • EIAA has made significant investment in research, particularly in the areas of media consumption and advertising efficiency
    • As part of this commitment to research, the EIAA has for the past four years conducted a large scale study of media consumption habits in Europe
      • enabling it to track changes in media consumption habits in order to illustrate how internet usage as a share of media consumption is changing and therefore how media planners should spend their client’s ad spend
    • SPA was awarded the 2005 Mediascope survey this time last year and in conjunction with Synovate successfully migrated the survey from Millward-Brown
      • 2006 is the second year that SPA has managed the survey
  • 6.
    • The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities. This work will show when, why and how often people are using different media – in particular usage of the Internet for content, communication and commerce
    Research Objectives OVERALL PROJECT OBJECTIVE
  • 7. Europeans’ Usage of The Internet
    • Norway leads with 81% of population online in a typical 7 day week
    • European weekly internet usage has grown by 10% year-on-year with weekday growth of 13%
    • Spain shows the largest growth overall (up 27%)
    • After 10am each day, the internet is the second most used medium
    • 35-54 year old and men drive Italian internet growth
  • 8. Italian Internet Penetration Levels Stable [Base: All Italian Respondents] Q1a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you…? Use the Internet 2006
  • 9. Internet is Italian’s Second Most Used Medium in the Evening and at Night [Base: All Italian Respondents using each type of media] Q1b . What times of the day do you typically…during week? 06:00 10:00 to 10:00 17:30 to 17:30 21:00 to 21:00 06:00 to
  • 10. Significant Increase in Italian Weekend Internet Usage Amongst 35-54 Year Olds [Base: All Italian Respondents] 2006 Q2a/3a. On a typical weekend, can you tell me if you…?
  • 11. HOW LONG EUROPEANS SPEND ONLINE
  • 12. How Long Europeans Spend Online
    • European internet users now spend on average 11 hours and 20 minutes online each week
    • Massive Italian growth in time spent online despite static penetration levels, up +44% to 12 hours and 6 minutes on average
    • Denmark, Spain, France and Italy are the top countries in Europe for time spent online
  • 13. Huge Increase in Time Spent Online [Base: All Italian Respondents] 2006 Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
  • 14. Italy Sees Massive Growth Proportion of ‘heavy’ internet users spending more than 16 hours per week online Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? % [Base: All EU & Norway internet users]
  • 15. HOW OFTEN ARE EUROPEANS ONLINE
  • 16. How Often Are Europeans Online
    • Europeans now use the internet on average 5.4 days per week, up 4% year-on-year
    • Scandinavians and French are online most frequently
    • Half of all male internet users are online everyday of the week
    • TV usage is stagnant across Europe while internet usage continues to increase
    • Italy has seen a 7% year-on-year growth in number of days spent online
  • 17. The Italians Are Online Almost 5 Days per Week [Base: All Italian Respondents] 2006 Q4 . In a typical seven day week, on how many days do you use the internet?
  • 18. TV Consumption Stagnates While Internet Frequency Continues to Grow Q4 . In a typical seven day week, on average how many days do you use TV/internet? TV Internet [Base: All Italian TV viewers] [Base: All Italian internet users]
  • 19. EUROPEAN MEDIA MESHING
  • 20. Comparably Low Levels of Media Meshing When Mainly Using the Internet in Italy When Mainly Using the Internet When Mainly Watching TV Q5b-f . When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? 21% 1% 1% 29% TV INTERNET NEWSPAPER RADIO MAGAZINE 4% 10% 1% 10% MAGAZINE TV NEWSPAPER RADIO INTERNET 10% 17% [Base: All Italian Respondents] NONE: 74% NONE: 72%
  • 21. 16-24 Year Old Media Meshing in Italy When Mainly Using the Internet INTERNET 1% 1% Q5b-f. When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? NONE: 58% 25% 19% MAGAZINE TV NEWSPAPER RADIO [Base: All 16-24 Italian Respondents]
  • 22. BROADBAND CHANGES HOW EUROPEANS LIVE THEIR LIVES
  • 23. Broadband Changes How Europeans Live Their Lives
    • Italy has seen year-on-year growth of 8% to 68% penetration
    • Broadband penetration is up 14% since 2005 Mediascope study leading to major changes in the way Europeans communicate and spend their leisure time
    • Italians show above average likelihood to upgrade to broadband in the next year
    • More than 70% of internet use is personal or for leisure purposes
    • The Internet is increasingly viewed as time-saving and as putting you ahead of the game more than other more traditional media
      • In Italy, internet is seen as good for when brain is most active
  • 24. Broadband Penetration up 14% QC3 . Thinking about the place where you use the Internet the most, do you have a broadband connection? [Base: All internet users] 2006 Year-on-year change 87 85 84 84 84 83 75 74 71 68 60
  • 25. Internet Impacts How Europeans Spend Leisure Time Q20b Which of the following do you less often (not through the internet) as a result of using the internet? [Base: All EU & Norway Internet users] % Particularly true of 18-24 year olds = 39%
  • 26. In Italy the Internet is seen as good for when brain is most active Q5g . Which one type of media do you think fits best with this statement? [Base: All Italian users] % = Internet Significantly higher than other media
  • 27. KEY FINDINGS
  • 28. Key Findings
    • Social Networking websites are used by nearly a quarter of Europeans, at least once a month
    • Europeans now spend over 11 hours per week online with Italian usage significantly higher at 12.1 hours after massive year-on-year growths
    • Broadband penetration is up 14% across Europe year-on-year
    • 72% of Europeans spend the majority of their time online for personal reasons, less so for work.
    • Consumer confidence towards the internet is high with nearly half of Europeans choosing the internet as their preferred media to find what they want quickly and Italians preferring the internet to any other media when they feel their brains are most alert
  • 29.  
  • 30. Le principali applicazioni che si utilizzano su Internet
  • 31. Cos’è il Feed Rss ? Il Feed RSS è una specie di “riassunto” del Blog. La versione RSS di un sito o di un Blog contiene solo gli articoli (o Post) e non tutti i menu e la grafica. A questo flusso di informazioni ci si può “abbonare” (gratuitamente) e ricevere le ultime cose pubblicate direttamente sul proprio computer attraverso un programma che si chiama Feed Reader o aggregatore di Feed. Così si è essere sicuri di non perdere l’ultima novità senza dover andare a visitare il sito una o più volte al giorno.
  • 32. Digital Media Flash
  • 33. Fonte: Daily Net, Gennaio 2007 Comunicazione con un blog di prodotto Digital Media Flash
  • 34. Scrivici per una segnalazione da fare Iscriviti alla newsletter Dillo a un amico Gli strumenti di relazione utilizzati sul blog: Quellichebravo.it Social Web: i filmati di Youtube e le foto di Flickr, e’ possibile per gli utenti utilizzarli per il proprio blog, o sul proprio sito.
  • 35. Fonte: Daily Net, Gennaio 2007 Blog Quellichebravo.it: Strumenti di relazione utilizzati con il social web.cc Digital Media Flash
  • 36. Digital Media Flash La nascita di un nuovo brand: URBANEYE, dal NY Times Una newsletter, via email, giornaliera sugli appuntamenti e suggerimenti piu’ cool del giorno.
  • 37. Digital Media Flash
  • 38.  
  • 39. Digital Media Flash

×