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Online, Mobile, Social: digital revolution?           Cristina Papini – Nielsen Online
Quali scenari ...                                                                    + InternetFonte: Audiweb powered by N...
Internet nella quotidianità                                                                      35,5 mio di              ...
Come è cambiato il profilo dei                                                                                            ...
L’ibridazione dei mezzi                                                                   30% degli italiani              ...
50 milioni di utenti mobile                                           11 milioni di utilizzatori di internet da mobileFont...
Il sorpasso degli smartphone sui telefoni                                                         tradizionali è in vistaF...
2.8 milioni                                         utenti                                      social media              ...
L’Italia è tra i primi Paesi per                                                                             penetrazione ...
Fonte: Nielsen HomeScan, Osservatorio Multicanalità 2010                                                             7,2 m...
... come relazionarsi?                Assistenza                  post -                 vendita     Acquisto     online e...
Cresce il ruolo di internet       -                                                      nella ricerca di informazioniFont...
Quale bisogno di informazione?                                       -Fonte: Nielsen BuzzMetrics - Gennaio - Settembre 201...
Fonte: Nielsen Netview - Casa e Ufficio - Incluse applicazioni - Settembre 2010                                           ...
Lacquisto: informazioni e scelta                 Assistenza                   post -                  vendita      Acquist...
Online lutente si informa ed                Assistenza                                                                    ...
Quanto vale l’investimento sul                  Assistenza                                                                ...
Dopo lacquisto ...               Assistenza                 post -                vendita    Acquisto    online e     offl...
... lassistenza post vendita                                                 11.300                                       ...
Concludendo...Il digitale è nelle nostre viteSempre maggiore la propensione degli utenti allacondivisione online di esperi...
Grazie!Cristina PapiniResponsabile Nielsen BuzzMetricscristina.papini@nielsen.com
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"Online, Mobile, Social: digital revolution?" - Cristina Papini, Nielsen Online

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Presentazione di Cristina Papini, Nielsen Online, al convegno "Osservatorio Multicanalità: Reloaded o Revolution?" del 14 dicembre 2010

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"Online, Mobile, Social: digital revolution?" - Cristina Papini, Nielsen Online

  1. 1. Online, Mobile, Social: digital revolution? Cristina Papini – Nielsen Online
  2. 2. Quali scenari ... + InternetFonte: Audiweb powered by Nielsen, Settembre 2010 + Mobile + Social Media +Tablet ... per i consumatori
  3. 3. Internet nella quotidianità 35,5 mio di potenziali utilizzatoriFonte: Audiweb powered by Nielsen, Settembre 2010;Nielsen HomeSCan Osservatorio Multiucanalità 2010 internet da pc 12 milioni di 1 ora e 26 navigatori al minuti online giorno
  4. 4. Come è cambiato il profilo dei navigatori in questi anni?Fonte: Audiweb powered by Nielsen – Panel Casa e Ufficio – Settembre 2010, Set10 vs 07 +24% 54% 46% < 25 25-54 >54 +46% 22% 63% 15%
  5. 5. L’ibridazione dei mezzi 30% degli italiani ha guardato unFonte: Audiweb powered by Nielsen, Settembre 2010;Nielsen HomeScan Osservatorio Multiucanalità 2010 programma TV su internet 28% è 14% degli italiani interessato a ha navigato su leggere internet usando giornali/riviste la TV su tablet
  6. 6. 50 milioni di utenti mobile 11 milioni di utilizzatori di internet da mobileFonte: Nielsen Mobile Media, Q3 2010 +31% vs 2009
  7. 7. Il sorpasso degli smartphone sui telefoni tradizionali è in vistaFonte: Nielsen Mobile Media Q3 2010, Valori in milioni -18% +59%
  8. 8. 2.8 milioni utenti social media da mobileFonte: Nielsen Mobile Media Q3 2010 +139% rispetto al 2009
  9. 9. L’Italia è tra i primi Paesi per penetrazione dei social mediaFonte: Nielsen, NetView, Accessi da casa e ufficio, Settembre 2010 Brasile 86% Spagna 79% Italia 77% USA 77% Francia 75% UK 74% Australia 72% Germania 63%
  10. 10. Fonte: Nielsen HomeScan, Osservatorio Multicanalità 2010 7,2 mio italianiBase totale popolazione – spesso + talvolta 7,2 mio italiani PARTECIPANO ATTIVAMENTE a discussioni online PARTECIPANO ATTIVAMENTE su blog, forum, comunità online a discussioni online su blog, forum, comunità online
  11. 11. ... come relazionarsi? Assistenza post - vendita Acquisto online e offline Condivisione di informazioni
  12. 12. Cresce il ruolo di internet - nella ricerca di informazioniFonte: Nielsen HomeScan, Osservatorio Multicanalità Per il 44% degli italianiBase totale popolazione – % molto internet è il mezzo migliore per trovare informazioni utili per gli acquisti
  13. 13. Quale bisogno di informazione? -Fonte: Nielsen BuzzMetrics - Gennaio - Settembre 2010 Dove acquistare? Insegne Cosa acquistare? Prodotti e prezzo (assortimento, categoria merceologica, prezzi e promo) Cosa è meglio per me e la mia famiglia? Prodotti e INCI
  14. 14. Fonte: Nielsen Netview - Casa e Ufficio - Incluse applicazioni - Settembre 2010 Unique audience (000) Visita i siti web di... Totale messaggi Informarsi e informare... Discute online di...Messaggi su offerte/promozioni/volantini - Fonte: Nielsen BuzzMetrics - Gennaio - Settembre 2010
  15. 15. Lacquisto: informazioni e scelta Assistenza post - vendita Acquisto online e offline Condivisione di informazioni
  16. 16. Online lutente si informa ed Assistenza post - vendita effettua la scelta dacquisto Condivisione di informazioni Fonte: Nielsen Netview - Casa e Ufficio - Incluse applicazioni - Set 2010 I consumatori parlano di: I consumatori acquistano da:Fonte: Nielsen BuzzMetrics - Gennaio - Settembre 2010 Numero messaggi Acquirenti (000)
  17. 17. Quanto vale l’investimento sul Assistenza post - vendita canale digitale? Condivisione di informazioniFonte: Nielsen Netview - Casa e Ufficio - Incluse applicazioni – Settembre 2010, Unique AudienceStime Nielsen su dati NetView + Osservatorio Multicanalità 2010 2.6 milioni Volantino 1.2 milioni Acquirenti Acquirenti online offline (28%) 200.000 735.000 1 milione acquista dopo info online (38%)
  18. 18. Dopo lacquisto ... Assistenza post - vendita Acquisto online e offline Condivisione di informazioni
  19. 19. ... lassistenza post vendita 11.300 messaggi suFonte: Nielsen BuzzMetrics - Settembre 2010 1 brand di smartphone Aiuto per configurazione e sincronizzazione Assistenza per traffico dati e connessione internet 19% Risoluzione di problemi tecnici riguardano l’assistenza Utilizzo e installazione di applicazioni L’utente diventa CUSTOMER SERVICE
  20. 20. Concludendo...Il digitale è nelle nostre viteSempre maggiore la propensione degli utenti allacondivisione online di esperienze di consumoLe aziende per sviluppare la relazione devonoascoltare e dialogare con il proprio cliente digitaledurante tutto il processo d’acquisto 19
  21. 21. Grazie!Cristina PapiniResponsabile Nielsen BuzzMetricscristina.papini@nielsen.com

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