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Dall’E-Commerce all’E-Business – 16 dicembre 2014 
L’EVOLUZIONE DELL'AUDIENCE 
ONLINE E IL VALORE DEL MOBILE 
Enrico Gaspe...
LA DIFFUSIONE DELL’ONLINE IN ITALIA 
+45% 
dal 2008 
DA QUALSIASI LUOGO 
E STRUMENTO 
DA UN COMPUTER 
A CASA 
39,9mio 35,4...
LA FRUIZIONE DI INTERNET NEGLI 
ALTRI PAESI 
FRANCIA USA 
% Digital 
Universe Reach 
39% 
L’ONLINE CONTINUA LA SUA CRESCIT...
LA TOTAL DIGITAL AUDIENCE IN ITALIA 
* Mobile = smartphone e tablet al netto delle sovrapposizioni 
Fonte: Audiweb Databas...
IL VALORE DEL MOBILE NEI CONSUMI 
GIORNALIERI 
TEMPO DEDICATO 
ALL’ONLINE RISPETTO 
ALLA FRUIZIONE DA PC 
La popolazione o...
L’ACCESSO A INTERNET DAI DIVERSI 
DEVICE 
11,2mio 
6,2mio 11,4mio 
NEL GIORNO MEDIO DOMINA L’USO ESCLUSIVO DI 
SMARTPHONE ...
IL TEMPO (È) DELLE APP 
Il peso delle APPs sul tempo speso online 59% APPs 
45% 
da SMARTPHONE 
10% 
da TABLET 
41 %BROWSE...
DEVICE E GENERAZIONI A CONFRONTO 
IL MOBILE INTERNET È DEI MILLENNIALS. GEN-X SONO MULTISCREEN 
E I POCHI OVER 55 FEDELI A...
LA DISTRIBUZIONE DEL TEMPO TOTALE 
ONLINE SUI SITI DELLE CATEGORIE TOP 
73% 99% 
69% 
58% 
61% 
57% 
48% 
17% 
39% 
54% 
4...
LA TOTAL DIGITAL AUDIENCE DEI SITI DI 
COMMERCE ONLINE 
TOTAL DIGITAL AUDIENCE 
21,8 MILIONI GLI UTENTI UNICI DI SITI DELL...
LA DISTRIBUZIONE DEL TEMPO ONLINE 
SUI SITI DELLE CATEGORIE COMMERCE 
66% 51% 55% 46% 52% 55% 59% 
34% 49% 45% 54% 48% 45%...
IL PROFILO DEGLI UTENTI DELLE 
CATEGORIE ‘COMMERCE’ 
65,7% 
67,3% 63,7% 
81,9% 
75,4% 
89,6% 
78,7% 
65,7% 
87,9% 
77,7% 
...
IL VALORE DEL MOBILE INTERNET PER 
L’ECOMMERCE 
17,2 MILIONI GLI UTENTI CHE ACCEDONO DA PC AI SITI DI COMMERCE 
ONLINE, 15...
Grazie @EnricoGasp @Audiweb_it
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Audiweb@Class - Dall'ecommerce all'ebusiness, 16 dicembre 2014

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A settembre, su un'audience totale di 28,6 milioni di utenti unici nel mese, risultano 21,8 milioni gli italiani che hanno visitato almeno un sito della categoria commerce, il 50% della popolazione di 18-74anni. L'ecommerce è particolarmente diffusio tra i 18-44enni (oltre il 63%) e tra i professionisti, i manager e i tecnici (oltre l'85%).
Analizzando più in dettaglio i dati sulle abitudini degli utenti che visitano i siti dedicati alla vendita diretta o alle informazioni commerciali di vario tipo, risulta che circa il 45% dei 18-74enni va su siti di ecommerce, il 38,2% su siti di aste e circa il 32% gli italiani su siti che aiutano a fare affari o risparmiare - il 34% su siti di coupon e il 32% su siti di directories o guide. Solo il 5,7% consulta siti o applicazioni della categoria "free merchandise" dedicati ai voltantini con offerte. Infine, risulta che si naviga tra le vetrine online in egual misura sia da pc che da mobile (circa 54% e 46% tra Pc e mobile).
In Italia gli utenti sulla rete si muovono in modo sempre più naturale tra i negozi online, in particolare la parte della popolazione più giovane. E' evidente una minore attitudine digitale del segmento più maturo della popolazione che, non solo frequenta meno le vetrine online, ma fa ancora poco uso di siti o applicazioni utili per risparmiare e orientarsi tra le offerte online.

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Audiweb@Class - Dall'ecommerce all'ebusiness, 16 dicembre 2014

  1. 1. Dall’E-Commerce all’E-Business – 16 dicembre 2014 L’EVOLUZIONE DELL'AUDIENCE ONLINE E IL VALORE DEL MOBILE Enrico Gasperini Presidente di Audiweb
  2. 2. LA DIFFUSIONE DELL’ONLINE IN ITALIA +45% dal 2008 DA QUALSIASI LUOGO E STRUMENTO DA UN COMPUTER A CASA 39,9mio 35,4 mio 75% +69,5% in due anni 56,1% 9,5 mio 20,1% 68,9% SONO 40 MILIONI GLI ITALIANI CHE POSSONO ACCEDERE A INTERNET IN ITALIA Base: totale individui 11-74 anni (=47.277.000) – Valori % e Stime AUDIWEB TRENDS – Settembre 2014 84,4% degli 11-74 anni degli 11-74 anni DA CELLULARE / SMARTPHONE 26,5 mio degli 11-74 anni DA TABLET +310% in due anni (4,4 milioni di famiglie) degli 11-74 anni DA UN COMPUTER A CASA 15,1mio delle famiglie con un componente fino a 74 anni
  3. 3. LA FRUIZIONE DI INTERNET NEGLI ALTRI PAESI FRANCIA USA % Digital Universe Reach 39% L’ONLINE CONTINUA LA SUA CRESCITA Fonte: The European Internet Stats , Dicembre 2013. Var % Mondo, North America ed Europa: 2013 - 2000 *Fonte per l’Italia: Audiweb Trends, diffusione dell’online in Italia. – var% Dicembre 2013/ Dicembre 2010 REGNO UNITO GERMANIA ITALIA SPAGNIA 90 % VAR % 2013 - 2010 86 % 83 % 82 % 78 % 75 % +11,3 % +7,1 % +23,4 % +18,2 % +15,6 % +22,7 % 85% 79% +676,3% +178% +439% NORD AMERICA EUROPA MONDO
  4. 4. LA TOTAL DIGITAL AUDIENCE IN ITALIA * Mobile = smartphone e tablet al netto delle sovrapposizioni Fonte: Audiweb Database, dati Settembre 2014 - Audiweb powered by Nielsen Unique audience - DAILY (.000) Universe reach - Daily (%) Time per person - daily (hh:mm) Unique audience - MONTHLY (.000) Universe reach - Monthly (%) Time per person - monthly (hh:mm) 21.153 39,2% 2:05 28.570 52,9% 46:08 12.932 24,0% 1:12 27.099 50,2% 17:09 16.404 37,8% 1:44 18.601 42,9% 45:52 TOTAL DIGITAL AUDIENCE (2+ anni) PC (2+ anni) MOBILE* (18 - 74 anni) SMARTPHONE (18 - 74 anni) TABLET (18 - 74 anni) 15.023 34,6% 1:29 17.545 40,4% 38:03 5.164 11,9% 1:12 7.233 16,7% 25:39 21,2 MILIONI GLI UTENTI ONLINE NEL GIORNO MEDIO, 15 MILIONI GLI UTENTI DA SMARTPHONE. ONLINE NEL GIORNO MEDIO IL 39% DEGLI ITALIANI
  5. 5. IL VALORE DEL MOBILE NEI CONSUMI GIORNALIERI TEMPO DEDICATO ALL’ONLINE RISPETTO ALLA FRUIZIONE DA PC La popolazione online nel giorno medio (%) 39,2 % 42,5 % 36 % 67% 66,6 % 54,1% 22,3% TUTTI (2+) UOMINI (2+) DONNE (2+) 18-24 25-34 35-54 Over 55 +58,7% +56,8 % +60,7% +124,8% +96,5% +54,1% +32 % -5,9% -2,5% -10% -9,2% -4% -4,2 % +3,2 % LUG 2012 LUG 2013 LUG 2014 13,3 mio 12,8 mio 20,1 mio 15,5 mio INTERNET +183,5% 2+ IL MOBILE INTERNET PIACE ALLE DONNE, ‘SVECCHIA’ L’AUDIENCE E NON VA IN VACANZA Fonte: Audiweb powered by Nielsen - Audience online da PC. Individui 2+ Set 2014 - Set 2013 Set 2013 - Set 2012 65% DEL TEMPO TRASCORSO ONLINE GIORNO MEDIO 12,1 mio MOBILE PC Var % Lug 2014 - Giu 2014 +49% +190% 18-74
  6. 6. L’ACCESSO A INTERNET DAI DIVERSI DEVICE 11,2mio 6,2mio 11,4mio NEL GIORNO MEDIO DOMINA L’USO ESCLUSIVO DI SMARTPHONE PER ACCEDERE A INTERNET Fonte: Audiweb powered by Nielsen - Settembre 2014, individui 18-74 anni MULTISCREEN SURFER SOLO PC SOLO SMARTPHONE SOLO TABLET 3,8mio 4,0mio 1,4mio 11,2mio 6,5mio 1,1mio UTENTI UNICI GIORNO MEDIO UTENTI UNICI MESE accedono a internet SOLO DA SMARTPHONE nel giorno medio 18 - 74 anni 18-74 anni 18-24 anni Maschi 25-49 Femmine 25-49 +50 * * segmento che rappresenta l'accesso solo mobile e che non corrisponde alla somma aritmetica dei due device (smartphone e tablet
  7. 7. IL TEMPO (È) DELLE APP Il peso delle APPs sul tempo speso online 59% APPs 45% da SMARTPHONE 10% da TABLET 41 %BROWSER 84 % del tempo MOBILE 87 % del tempo SMARTPHONE 72 % del tempo TABLET 57 % del tempo online delle DONNE DA MOBILE APPs 68 % del tempo online dei 18-24 anni 62 % del tempo online dei 25 -34 anni IL 59% DEL TEMPO TOTALE SPESO ONLINE È GENERATO DALLA FRUIZIONE DI APPS Fonte: Audiweb powered by Nielsen - Settembre 2014, individui 18-74 anni TEMPO TOTALE SPESO ONLINE
  8. 8. DEVICE E GENERAZIONI A CONFRONTO IL MOBILE INTERNET È DEI MILLENNIALS. GEN-X SONO MULTISCREEN E I POCHI OVER 55 FEDELI AL PC Fonte: Audiweb powered by Nielsen - Settembre 2014, individui 18-74 anni
  9. 9. LA DISTRIBUZIONE DEL TEMPO TOTALE ONLINE SUI SITI DELLE CATEGORIE TOP 73% 99% 69% 58% 61% 57% 48% 17% 39% 54% 41% 54% 71% 68% 46% 26% LA DISTRIBUZIONE DEL TEMPO TOTALE SPESO ONLINE GLI ACQUISTI (CAT. MASS MERCHANDISER): 54% DA MOBILE | 46% DA PC 65% Total Member Communities Cellular / Paging Online Games Software Manufacturers Search General Interest Portals & Communities Video / Movies E-mail Current Events & Global News Mass Merchandiser Instant Messaging Sports Multi - category Entertainment Internet Tools / Web Services Classifieds / Auctions Adult 35% 27% 31% 42% 39% 43% 52% 83% 61% 46% 59% 53% 29% 32% 54% 74% PC MOBILE Fonte: rielaborazioni Audiweb powered by Nielsen sulle categorie più visitate a settembre 2014. Base TDA, italiani 2+
  10. 10. LA TOTAL DIGITAL AUDIENCE DEI SITI DI COMMERCE ONLINE TOTAL DIGITAL AUDIENCE 21,8 MILIONI GLI UTENTI UNICI DI SITI DELLA CATEGORIA DI ECOMMERCE, IL 50% DEGLI ITALIANI TRA DI 18-74 ANNI. 19,4 MILIONI GLI UTENTI DI SITI MASS MARCHANDISER* *vendita al dettaglio di una vasta gamma di categorie di prodotti (alimentari, elettronica, abbigliamento, arredamento…) Fonte: Audiweb powered by Nielsen. Categoria Commerce, settembre 2014. Base: italiani 18-74 anni Settembre 2014 - 18-74 anni Unique Audience (000) Active Reach (%) Universe Reach (%) Time Per Person Audience totale 25,151 100% 58% 51:46:18 MULTI-CATEGORY COMMERCE 21,778 86.6% 50.2% 02:29:42 Free Merchandise 2,482 9.9% 5.7% 00:14:17 Shopping Directories & Guides 13,872 55.2% 32.0% 00:14:53 Coupons/Rewards 14,652 58.3% 33.8% 00:33:26 Classifieds/Auctions 16,556 65.8% 38.2% 01:09:14 Mass Merchandiser 19,377 77.0% 44.7% 01:11:20
  11. 11. LA DISTRIBUZIONE DEL TEMPO ONLINE SUI SITI DELLE CATEGORIE COMMERCE 66% 51% 55% 46% 52% 55% 59% 34% 49% 45% 54% 48% 45% 41% LA DISTRIBUZIONE DEL TEMPO SPESO ONLINE TRA LE VARIE CATEGORIE MOSTRA LO STESSO PESO SIA DA MOBILE CHE DA DESKTOP PC MOBILE Fonte: rielaborazioni Audiweb powered by Nielsen sulle categorie più visitate a settembre 2014. Base TDA, italiani 18-74 ANNII Totale Multi-category Commerce Mass Merchandiser Classifieds/Auctions Coupons/Rewards Shopping Directories & Guides Free Merchandise
  12. 12. IL PROFILO DEGLI UTENTI DELLE CATEGORIE ‘COMMERCE’ 65,7% 67,3% 63,7% 81,9% 75,4% 89,6% 78,7% 65,7% 87,9% 77,7% 63,8% 85,8% 74,4% 76,4% 63,6% 47,7% 33,8% I SITI DELLA CATEGORIA DI ECOMMERCE SONO VISITATI DA OLTRE IL 63% DELLA POPOLAZIONE TRA I 18 E I 44 ANNI. TASSI DI PENETRAZIONE SUPERIORI ALL’85% PER I MANAGER, I PROFESSIONISTI E I TECNICI. Fonte: Audiweb powered by Nielsen. Categoria Commerce, settembre 2014. Base: italiani 18-74 anni 46% 40% DEGLI UOMINI 2+ DELLE DONNE 2+ DEI 18-24 ANNI DEI 25-34 ANNI DEI 35-44 ANNI 52,7% DEI 45-54 ANNI 23,9% DEGLI OVER 55 43,8% Nord Est 46,4% Nord Ovest 41,7% Centro 37,4% Sud e Isole Impiegato / Amministrativo Insegnante / Professore Artigiano Manager Operaio Militare Professionista Venditore / Rappresentante Impiegato nei servizi Tecnico Lavoratore Autonomo Studente Casalinga Pensionato
  13. 13. IL VALORE DEL MOBILE INTERNET PER L’ECOMMERCE 17,2 MILIONI GLI UTENTI CHE ACCEDONO DA PC AI SITI DI COMMERCE ONLINE, 15,3 MILIONI DA DEVICE MOBILI. 4,6 MILIONI GLI UTENTI UNICI CHE ACCEDONO A QUESTI SITI ESCLUSIVAMENTE DA MOBILE NEL MESE. Fonte: Audiweb powered by Nielsen. Categoria Commerce, settembre 2014. Base: italiani 18-74 anni UNIQUE AUDIENCE (000) ACTIVE REACH (%) TIME PER PERSON (HH:MM:SS) Settembre 2014 - 18-74 anni PC MOBILE PC MOBILE PC MOBILE Tutte le categorie 23,680 18,601 100% 100% 18:57:45 45:51:38 MULTI-CATEGORY COMMERCE 17,216 15,283 72,7% 82,2% 01:32:23 01:49:15 Mass Merchandiser 13,960 12,841 59% 69% 00:45:01 00:58:42 Classifieds/Auctions 11,956 9,611 50,5% 51,7% 00:51:34 00:55:08 Shopping Directories & 9,524 7,287 40,2% 39,2% 00:09:51 00:15:28 Guides Coupons/Rewards 9,406 8,631 39,7% 46,4% 00:25:15 00:29:14 Free Merchandise 657 1,892 2,8% 10,2% 00:21:57 00:11:07 4,6 milioni SOLO MOBILE
  14. 14. Grazie @EnricoGasp @Audiweb_it

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