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Audiweb @ IAB Seminar 2016 "People are mobile"

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Audiweb @ IAB Seminar Mobile presenta i trend dello scenario internet in Italia e illustra il programma di sviluppo Audiweb 2.0

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Audiweb @ IAB Seminar 2016 "People are mobile"

  1. 1. IAB SEMINAR PEOPLE ARE MOBILE – 14 APRILE 2016 MOBILE INTERNET: TREND E CONSUMI. AUDIWEB EVOLUTION MARCO MURAGLIA Presidente di AUDIWEB
  2. 2. IAB SEMINAR 14 APRILE 2016 L‘attuale impianto di rilevazione consente di stimare la fruizione di internet sia da PC che da Mobile (smartphone e tablet) e di produrre il dato Total Digital Audience. È un JIC (Joint Industry Committee) che lavora sotto l’egida di AgCom Audiweb è l’organismo super partes che rileva e distribuisce i dati di audience di internet in Italia, offrendo al mercato dati obiettivi, di carattere quantitativo e qualitativo, sulla fruizione del mezzo. AUDIWEB IN SINTESI Quali dati produce? A chi si rivolge? 1. Publisher e Concessionarie 2. Utilizzatori dei dati per pianificazione media 3. Utilizzatori dei dati fini di marketing intelligence
  3. 3. IAB SEMINAR 14 APRILE 2016 AUDIWEB IN NUMERI LA DOMANDA L’OFFERTA 16 centri media e agenzie 85%+ investimenti 35 concessionarie iscritte oltre350 editori rappresentati oltre 500 brand AUDIWEB DATABASE 2.200+ unità pianificabili 25.000+ piani media all’anno AUDIWEB VIEW Utilizzata da oltre 1.200 professionisti del settore che compiono oltre 200.000 actions* ogni mese * Per “action” si intende una qualsiasi operazione (come aggiunta, rimozione, apertura, modifica delle selezioni, rename, spostamento, ecc) effettuata su reports, pagine, widgets e alerts.
  4. 4. Fonte: http://blog.modernmechanix.com/?s=television+will+carrie+the+mails http://www.plurale.net/nel-1935-immaginavano-che-la-televisione-avrebbe-consegnato-la-posta/ Fonte: http://www.trapaninostra.it/Edicola/Trapani_Nuova_1962_anno_04_n_025.pdf “In the year 2000 telephones will do everything by themselves” “Television Will Carry the Mails” By DAVID SARNOFF PRESIDENT, RADIO CORPORATION OF AMERICA
  5. 5. IAB SEMINAR 14 APRILE 2016 +4,7% 49,6% 57,1% 65,1% 70,3% 74,2% 75,1% 74,4% 73,2% 6,1% 9,0% 13,0% 20,2% 34,8% 46,8% 58,9% 68,0% 5,6% 14,6% 21,6% 26,8% 58,5% 64,6% 69,7% 74,5% 79,6% 82,4% 84,6% 86,3% Dicembre 2008 Dicembre 2009 Dicembre 2010 Dicembre 2011 Dicembre 2012 Dicembre 2013 Dicembre 2014 Dicembre 2015 NEL 2008 INTERNET È DISPONIBILE PER METÀ DEGLI ITALIANI DAL 2014 PIÙ DELLA METÀ PUÒ ACCEDERE DA UNO SMARTPHONE PC DA CASA CELLULARE SMARTPHONE TABLET QUALSIASI LUOGO E STRUMENTO VAR % ULTIMI 2 ANNI +45,3% +83,6% -2,5% Fonte Audiweb Trends, La diffusione di internet in Italia - Dicembre 2015 - Dati cumulati 4 cicli del 2015. Base: totale italiani11-74 anni (N=48.096.000 nel 2015) – Valori % Per l’accesso da cellulare/smartphone il dato è dichiarato fino a Dicembre 2012; è ottenuto dal Catalogo da Dicembre 2013.
  6. 6. IAB SEMINAR 14 APRILE 2016 QUANTI ITALIANI POSSONO ACCEDERE A INTERNET OGGI 11-74 ANNI DA QUALSIASI LUOGO E STRUMENTO DA CELLULARE / SMARTPHONE DA TABLET 3.3 mln 1.7 mln 11-17 ANNI 41.5 milioni 32.7milioni 12.9 milioni l’83% il 41,3% il 26,8%il 68%l’86,3% Fonte: Audiweb Trends, La diffusione di internet in Italia - Dicembre 2015 - Dati cumulati 4 cicli del 2015.
  7. 7. IAB SEMINAR 14 APRILE 2016 33,6% 52,4% Dicembre 2008 LE FAMIGLIE CONNESSE E LA DIFFUSIONE DELLA BANDA LARGA FAMIGLIE 68,1% ADSL/FIBRA OTTICA +5,4% in 2 anni ALMENO UN DEVICE TRA COMPUTER, TELEVISORE O CONSOLE GIOCHI DA CASA | CON COMPUTER 14.8 milioni Dicembre 2015 11.4 milioni Fonte Audiweb Trends, La diffusione di internet in Italia - Dicembre 2015 - Dati cumulati 4 cicli del 2015. Base: totale famiglie con almeno un componente fino a 74 anni (N=21.749.000) - Valori % e Stime in ‘000 84,3%18.3 milioni ALMENO UN DEVICE TRA COMPUTER, TELEVISORE, CONSOLE GIOCHI, TABLET O SMARTPHONE + 3.5 milioni di famiglie
  8. 8. IAB SEMINAR 14 APRILE 2016 Fonte Audiweb Trends, La diffusione di internet in Italia - Dicembre 2015 - Dati cumulati 4 cicli del 2015. Base per smartphone: individui di 11- 74 anni che possono accedere da smartphone (N=32.691.000) Base per tablet: individui di11 - i 74 anni che possono accedere a internet da tablet. (N=12.888.000) 32,9% 65,9% 1,2% SMARTPHONE E TABLET: DEVICE CONDIVISI O ESCLUSIVI? USO CONDIVISO USO ESCLUVO Non sa non risponde 8 USATO ESCLUSIVAMENTE DALL’INTERVISTATO USATO ANCHE DA ALTRI COMPONENTI DELLA FAMIGLIA 36,7% 32,9% 62,6% 65,9% Dicembre 2012 Dicembre 2013 Dicembre 2014 Dicembre 2015 97,7% 98,4% 1,6% USO CONDIVISO USO ESCLUSIVO 98,4% 1,6% SMARTPHONE TABLET USATO ESCLUSIVAMENTE DALL’INTERVISTATO USATO ANCHE DA ALTRI COMPONENTI DELLA FAMIGLIA 2,2%
  9. 9. IAB SEMINAR 14 APRILE 2016 UTENTI UNICI GIORNO MEDIO(.000) TEMPO SPESO GIORNO MEDIO (HH:MM) TEMPO SPESO MESE (HH:MM) * Mobile = smartphone e tablet al netto delle sovrapposizioni LA TOTAL DIGITAL AUDIENCE IN ITALIA UTENTI UNICI MESE(.000) TOTAL DIGITAL AUDIENCE (2+ anni) 21.7 02:00 PC (2+ anni) 11.5 01:02 MOBILE* (18 - 74 anni) 18.2 01:44 Total digital audience e PC = Italiani dai 2 anni in su che hanno navigato almeno una volta nel periodo di rilevazione MOBILE = Italiani di 18-74 anni che hanno navigato almeno una volta da smartphone e/o tablet giorno medio solo da MOBILE 10.2mln 28.7 47:04 26.1 14:13 22.4 43:48 Fonte: Total Digital Audience, dati di Gennaio 2016 - Audiweb powered by Nielsen. italiani2+ anni per TDA e PC; italiani18-74 anni per il MOBILE | Base: totale minuti spesi online nel giorno medio.
  10. 10. INTERNET SEMPRE PIÙ A PORTATA DI MANO NEL QUOTIDIANO VAR % ULTIMI 2 ANNI +34,2% MOBILE AUDIENCE NEL MESE 17,6 mln 18,2 mln 11,5 mln 12,6 mln GENNAIO 2014 GENNAIO 2015 GENNAIO 2016 13,2 mln TREND UTENTI UNICI NEL GIORNO MEDIO 14,4 mln MOBILE PC + 26,4% - 12,7% Fonte: Total Digital Audience nel giorno medio, dati di trend - Audiweb powered by Nielsen italiani2+ anni per TDA e PC; italiani18-74 anni per il MOBILE (smartphone e/o tablet). +26,4% in due anni gli utenti online da mobile nel giorno medio
  11. 11. IAB SEMINAR 14 APRILE 2016 FEDELI AL PC, FAN DEL MOBILE OPPURE MULTI-DEVICE: PROFILI Legenda: Fedeli al PC = pc almeno 5 ore mese e no 5 ore mobile Fan del MOBILE = mobile almeno 5 ore mese e no 5 ore pc Fan del WEB = 5 ore mobile e 5 ore pc Marginali web = altri utenti pc o mobile FAN DEL WEB 43,2% degli UTENTI online nel mese 61,5% del TEMPO totale 43,2%44,8% 5,3% 6,7% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% 45,0% 50,0% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% %degliutentionlinenelmese % del tempo speso nel mese FEDELI AL PC 6,7% degli UTENTI online nel mese 3,9% del TEMPO totale MARGINALI 5,3% degli UTENTI online nel mese 0,1% del TEMPO totale Fonte: Total Digital Audience - Audiweb powered by Nielsen Base: dati mensili. Italiani18-74 anni. FAN DEL MOBILE 44,8% degli UTENTI online nel mese 34,5% del TEMPO totale
  12. 12. IAB SEMINAR 14 APRILE 2016 67% 73% 33% 27% GEN 15 GEN 16 LA DISTRIBUZIONE DEL TEMPO TOTALE TRASCORSO ONLINE: 73% il tempo dedicato al mobile internet PC (18-74 anni) MOBILE (18-74 anni) Fonte: Total Digital Audience nel giorno medio, dati di trend - Audiweb powered by Nielsen Italiani18-74 anni per il MOBILE (smartphone e/o tablet) | Base: totale minuti spesi online nel giorno medio. +5,7% Y/Y -23% Y/Y 84,5% DEL TEMPO TOTALE IN MOBILITÀ è DA MOBILE APPS 15,5% Tempo totale online da MOBILE MOBILE BROWER
  13. 13. IAB SEMINAR 14 APRILE 2016 IL TEMPO QUOTIDIANO ONLINE DA MOBILE APPs 55% uomini 68% donne 75% 18-24 anni 67% 25-34 anni 60% 35-54 anni 45% 55-74 anni 1h 19 m 1h 42 m 2h 04 m 1h 40 m 1h 25 m 1h 03 m % tempo da MOBILE APPS% tempo totale PC + MOBILE Il 62% del tempo TOTALE online Il 40% dei 18-74enni (17.6 milioni) Il tempo trascorso online DA MOBILE APP nel giorno medio 1h 31 m Tempo da MOBILE APPs sul TOTALE tempo speso online Il 59% dei 18-24enni (2.5 milioni) NAVIGA DA MOBILE APPS Fonte: Total Digital Audience nel giorno medio, dati di Gennaio 2016 - Audiweb powered by Nielsen Italiani18-74 anni
  14. 14. IAB SEMINAR 14 APRILE 2016 26,7% 13,0% 0,4% 20,3% 40,3% 34,3% 28,1% 55,9% 33,6% 45,4% 31,1% 61,1% 46,5% 50,5% 47,6% 69,0% 73,3% 87,0% 99,6% 79,7% 59,7% 65,7% 71,9% 44,1% 66,4% 54,6% 68,9% 38,9% 53,5% 49,5% 52,4% 31,0% Tutte le categorie Member Communities Cellular/Paging Online Games Software Manufacturers Videos/Movies Search E-mail Mass Merchandiser General Interest Portals & Communities Internet Tools/Web Services Current Events & Global News Instant Messaging Sports Classifieds/Auctions Adult Fonte: Total Digital Audience Gennaio 2016 - Audiweb powered by Nielsen Base: totale tempo speso nel mese, italiani18-74 anni I CONSUMI ONLINE TRA PC E MOBILE (18 - 74 anni)(18-74+ anni) PC MOBILE *MOBILE: smartphone e/o tablet
  15. 15. IAB SEMINAR 14 APRILE 2016 COSA FACCIAMO ONLINE DA MOBILE? Le 15 categorie di siti più visitati nel mese - MOBILE audience Total Search Member Communities Internet Tools/Web Services General Interest Portals & Communities Cellular/Paging Videos/Movies Software Manufacturers Mass Merchandiser E-mail Multi-category Telecom/Internet Services Maps/Travel Info Online Games Current Events & Global News Weather Corporate Information 100,0% 91,9% 88,9% 86,2% 85,7% 84,4% 79,7% 76,9% 68,5% 67,5% 65,8% 57,4% 56,8% 56,4% 54,3% 52,3% SOTTOCATEGORIE SITI (TDA) UTENTI UNICI (.000) % UTENTI TEMPO/PERSONA (hh:mm)% POPOLAZIONE 22.376 20.575 19.886 19.288 19.169 18.881 17.843 17.199 15.322 15.101 14.722 12.840 12.714 12.630 12.145 11.695 50,7% 46,6% 45,1% 43,7% 43,4% 42,8% 40,4% 39,0% 34,7% 34,2% 33,4% 29,1% 28,8% 28,6% 27,5% 26,5% 43:48:30 01:40:34 15:05:20 00:48:44 00:55:43 10:25:57 01:46:08 02:22:46 01:32:08 01:15:09 00:27:14 00:31:09 07:13:42 00:36:49 00:17:11 00:24:34 +10% Y/Y +6% Y/Y +7,9% Y/Y +8,2% Y/Y +3,6% Y/Y Fonte: Mobile Audience mensile, dati di Gennaio 2016 - Audiweb powered by Nielsen Italiani18-74 anni | MOBILE = smartphone e/o tablet
  16. 16. IAB SEMINAR 14 APRILE 2016Fonte: Mobile Audience mensile, dati di Gennaio 2016 - Audiweb powered by Nielsen Base: totale tempo speso nel mese da MOBILE, italiani18-74 anni COME TRASCORRIAMO IL TEMPO ONLINE DA MOBILE?
  17. 17. IAB SEMINAR 14 APRILE 2016 P O R T A L I N E W S V I D E O S O C I A L N E T W O R K M O T O R I D I R I C E R C A CONSUMI E GENERAZIONI A CONFRONTO C E L L U L A R P A G I N G E C O M M E R C E Fonte: Mobile Audience mensile, dati di Gennaio 2016 - Audiweb powered by Nielsen Base: italiani18-74 anni. In corrispondenza di ogni categoria di siti e applicazioni sono riportati i valori % della popolazione di riferimento che vi accede nel mese e del tempo speso per persona (hh:mm) 65,0% 19h49m 66,4% 01h54m 61,3% 12h59m 61,0% 02h16m 40,6% 22m 63,3% 58m 51,2% 01h44m 18 -34 anni 53,2% 13h16m 55,5% 01h40m 51,4% 09h24m 46,8% 01h27m 34,4% 43m 51,2% 58m 41,5% 01h28m 35-54 anni 18,9% 08h56m 19,7% 01h07m 17,2% 07h14m 16,1% 01h28m 11,7% 52m 17,8% 39m 13,1/% 01h12m 55+ anni RELAZIONE: fenomeno trasversale INFORMAZIONE: più diffuso tra i MILLENNIALS, ma per meno tempo MOBILE ECOMMERCE: piace a metà dei MILLENNIALS
  18. 18. IAB SEMINAR – 14 Aprile 2016 AUDIWEB EVOLUTION
  19. 19. IAB SEMINAR 14 APRILE 2016 AUDIWEB 2.0
  20. 20. GRAZIE PER L’ATTENZIONE. www.audiweb.it @Audiweb_it www.slideshare.net/Audiweb Audiweb è un Joint Industry Committee intitolato a Enrico Gasperini, che ha rifondato e guidato la società dal 2007 fino alla sua scomparsa.

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