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COVID-19 // Italy POV Vol.8

Vol.8: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens.
The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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COVID-19 // Italy POV Vol.8

  1. 1. 1 Eighth Dossier – 8 May 2020 Towards reopening: The end of «Phase 1»
  2. 2. 2 Italy towards reopening: AdCity and Grandi Stazioni analysis • Thanks to Adcity, Havas intelligence platform, the daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • Data collected from 27 April to 3 May are stable compared to previous period: «Phase 2» is here but citizens are still respecting restrictions • In the following weeks, the analysis will continue to evaluate the impact of mobility and activities «re-start» from May 3 • Mobility analysis is enriched thanks to Grandi Stazioni Retail data. Daily movements in major Italian railway stations are monitored. A small increase during the last days of «phase 1» has been detected
  3. 3. 3 Turin: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Turin Piazza San Carlo Turin railway station PHASE 1 AdCity elaboration – Net daily Data, Sundays excluded
  4. 4. 4 Milan: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milan Piazza Duomo Milan Central railway Station PHASE 1 AdCity elaboration – Net daily Data, Sundays excluded
  5. 5. 5 Rome: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Rome Colosseo Rome Termini railway station PHASE 1 AdCity elaboration – Net daily Data, Sundays excluded
  6. 6. 6 Naples: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Naple railway Station Naples Vittorio Emanuele PHASE 1 AdCity elaboration – Net daily Data, Sundays excluded
  7. 7. 7 Palermo: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 6-12 gen 13-19 gen 20-26 gen 27-2 feb 3-9 feb 10-16 feb 17-23 feb 24- 1 marz 2-8 mar 9-15 mar 16-22 mar 23-29 mar 30-5 apr 6-12 apr 13-19 apr 20-26 apr 27-3 mag NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo cathedral Palermo railway Station PHASE 1 AdCity elaboration – Net daily Data, Sundays excluded
  8. 8. 8 During last week a traffic increase as been detected: +4,7% of visitors compared to the first week analysed «Phase 2» impacts will be analysed from the next extraction Analysis of NTW_Net people per single week Time period 23/3-3/5 2020 +4,7% 1° week 2° week 3° week 4° week 5° week 6° week Increase in visitors during the last week of «phase 1» - May 1st included. A hopeful sign right before the start of «phase 2» Grandi Stazioni Retail Elaboration
  9. 9. 9 This is determined by a more consistent flow detected during weekdays : day/net 222k (6° week) vs 202k (1° week) And Sunday: day/net 167k (6° week) vs 158k (1°week) 1° week 2° week 3° week 4° week 5° week 6° week day/net weekdays +9,9% day/net Sunday +5,6% On a daily basis, there is a more sustained increase during weekdays Grandi Stazioni Retail Elaboration
  10. 10. 10 Total digital audience increases by 3% during March, with a special attention to users from desktops 43.318 27.515 37.614 7.294 44.740 30.604 37.619 7.227 0 5.000 10.000 15.000 20.000 25.000 30.000 35.000 40.000 45.000 50.000 Total Digital Audience Desktop Smartphone Tablet Monthly Unique Users per device (.000) February March +3% +11% +0% -1% Havas Media Elaboration of Audiweb Data
  11. 11. 11 New digital users are mainly kids: involved with e-learning activities 1.316 876 1.784 2.369 2.878 3.683 3.886 4.530 5.165 4.114 4.225 3.051 4.620 819 1.893 1.166 1.888 2.326 2.924 3.614 3.911 4.673 5.115 4.204 4.335 3.170 4.637 886 +43,8% +33,1% +5,8% -1,8% +1,6% -1,9% +0,6% +3,2% -1,0% +2,2% +2,6% +3,9% +0,4% +8,2% 0 1.000 2.000 3.000 4.000 5.000 6.000 2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+ Monthly Unique Users per device (.000) February March Variation % March vs February Havas Media Elaboration of Audiweb Data
  12. 12. 12 Penetration close to 100% for population between 21 and 49 y/o 22% 39% 92% 98% 99% 99% 97% 98% 97% 92% 89% 82% 65% 13% 31% 53% 94% 99% 99% 99% 98% 99% 97% 92% 91% 84% 66% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+ Penetration % per age group February March Havas Media Elaboration of Audiweb Data
  13. 13. 13 The time spent online has increased by 10% 103:18:14 14:54:47 101:08:03 35:42:41 113:45:56 20:48:49 109:42:10 45:06:34 0:00:00 12:00:00 24:00:00 36:00:00 48:00:00 60:00:00 72:00:00 84:00:00 96:00:00 108:00:00 120:00:00 Total Digital Audience Desktop Smartphone Tablet Time Spent online per device (hours:minutes:seconds per user per month) February March +10% +40% +8% +26% Havas Media Elaboration of Audiweb Data
  14. 14. 14 Video fruition online has grown of 25% 00:47:00 00:32:26 00:24:50 00:28:41 00:58:39 00:42:01 00:27:46 00:40:35 00:00:00 00:07:12 00:14:24 00:21:36 00:28:48 00:36:00 00:43:12 00:50:24 00:57:36 01:04:48 Total Digital Audience Desktop Smartphone Tablet Time Spent online per device (hours:minutes:seconds per user per month) – Video content February March +25% +30% +12% +41% AVERAGE STREAM TIME: 3m 28’ AVERAGE STREAM TIME: 3m 25’ AVERAGE STREAM TIME: 3m 03’ AVERAGE STREAM TIME 7m 53’ Havas Media Elaboration of Audiweb Data
  15. 15. 15 Social and instant messaging are the most positively impacted categories 66,0 65,5 46,7 17,4 17,4 9,2 7,7 7,6 5,9 4,8 3,9 3,5 2,4 2,4 2,2 2,1 1,7 1,7 1,6 1,6 1,5 1,4 1,4 1,3 1,2 TOP CATEGORIES PER MINUTES VOLUME DELIVERED (billions) – March 2020 Decrease vs February Increase vs. February = 27h 31m per user per month = 17h 39m per utente sul mese Havas Media Elaboration of Audiweb Data
  16. 16. 16 News websites pageviews are on the raise: Corriere della Sera was used more than Whatsapp in March, il Messaggero surpasses Instagram 43,8 39,1 38,6 35,4 33,9 33,7 33,5 32,4 29,9 28,8 25,8 25,2 25,1 24,8 24,2 24,0 21,8 21,8 21,2 21,2 20,5 20,0 19,6 19,0 18,2 TOP 25 WEBSITES PER NUMBERS OF UNIQUE USERS (millions) – March 2020 Increase vs February Havas Media Elaboration of Audiweb Data
  17. 17. 17 RaiPlay is the most used platform 902 810 190 169 130 72 60 54 53 42 21 19 13 12 11 10 8 7 6 5 3 3 3 3 2 TOP 25 VIDEO PLATFORMS PER MINUTES VOLUME OF USAGE (millions) – March 2020 Increase vs February Note: the ranking includes only video apps with Audiweb TAG/SDK for audience measurement. This is why apps of editors as Discovery Media and Sky Media, and YouTube are missing = 1h 28m per user per month = 54m per user per month Havas Media Elaboration of Audiweb Data
  18. 18. 18 Whatsapp and Facebook are the most used apps 58,6 33,9 11,3 11,2 10,4 10,3 5,1 5,1 5,0 4,8 2,9 2,4 2,1 2,0 1,8 1,7 1,5 1,4 1,4 1,4 1,4 1,3 1,2 1,1 1,1 TOP 25 APPS PER MINUTES VOLUME OF USAGE (billions) – March 2020 Decrease vs February Increase vs February = 30h 53m per user per month = 20h 14m per utente sul mese Havas Media Elaboration of Audiweb Data
  19. 19. 19 Update: TV audience exceeds 31% (out of total individuals) compared to the same period in 2019 Havas Media eleboration on Auditel data 2020 vs 2019 during the week of 26 April – 2 May 0,0 5,0 10,0 15,0 20,0 25,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019
  20. 20. 20 Update: news websites pageviews keep decreasing - 20 40 60 80 100 120 140 160 180 200 Milioni PAGEVIEWS ON MAIN NEWS WEBSITES Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI Havas Media Elaboration on Audiweb data DATA NOT YET RELEASED BY AUDIWE
  21. 21. 21 Takeouts and opportunities • The lockdown has drastically reduced Italians’ mobility: levels of last week of “phase 1” – May 1st included - are stable. AdCity and Grandi Stazioni Retail data analysis will let us monitor the «restart» of the country • March Audiweb data show an increase in total digital audience, mainly due to kids' segment, involved through e-learning activities. Time spent online grows of 10%; the fruition of videos increased by 25%. Traffic generated through Desktops is the main beneficiary of the lockdown • Time spent online mainly on social networks and instant messaging services. Pageviews on news websites are increasing too, ranking in a higher position during March. Within Audiweb analysis RaiPlay is the most used video platform • TV audience exceeds 31% compared to the same period in 2019. The difference reaches +40% on 25-54 y/o target and +60% on kids 8-14

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Vol.8: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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