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IAB Events Roma: Roberto Binaghi e internet "Stronger aand Faster"

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IAB Events Roma: Roberto Binaghi e internet "Stronger aand Faster"

  1. 1. STRONGER & FASTERRoberto Binaghi
  2. 2. Il mercato pubblicitario 2010 vs 2009 +18,6% +7,7% +6% +3,2% +1,4% Totale Periodici Quotidiani Affissioni TV Radio Internet -3,6% -5,4%Fonte: iab per internet, Nielsen per gli altri mezzi 2
  3. 3. Gli investimenti pubblicitari su internetnel 2010 + 18,6% 11% Crescita Q.M. 1.034 MFonte: iab 3
  4. 4. Il mercato pubblicitario Quote 2010 Altro 8% Radio 5% Periodici 9% TV 51% Internet 11% Quotidiani 16%Fonte: iab per internet, Nielsen per gli altri mezzi 4
  5. 5. Gli investimenti pubblicitari su internet nel 2010 1.034 +18,6% TOTALE 872 392 +20,2% DISPLAY 326 380 +20,1% SEARCH 316 218 +17,6%CLASSIFIED/DIRECTORIES/AFFILIATE 185 23 +2,7% EMAIL 22 21 -2,4% MOBILE ADV 22 Anno 2010 Anno 2009 Fonte: iab 5
  6. 6. Il mercato pubblicitario 1° trim 2011 vs 2010 prg Aprile +17,6% +14,9% Totale Affissioni Quotidiani Radio TV Periodici Internet -2,1%-3,2% -2,9% -5,0% -7,7% -25,1%Fonte: iab per internet, Nielsen per gli altri mezzi 6
  7. 7. AZIENDE E SETTORI 7
  8. 8. Settori 1° Trimestre 2011 Toiletries Distribuzione Cura Persona + Abitazione Servizi Professionali Informatica/Fotografia Gestione casa Automobili % Inv. Internet Tempo Libero Media/editoria Enti - Istituzioni Abbigliamento Turismo Moto/Veicoli Finanza/assicurazione Oggetti Personali Industria/Edilizia Telecomunicazioni Farmaceutici Giochi/Art Scolastici Alimentari Bevande/alcoolici - Elettrodomestici - % Inv. Totale Mezzi +Fonte: Nielsen , prg a marzo, dati solo Display 8
  9. 9. Settori: % clienti attivi internet vs totale TELECOMUNICAZIONI 32% FINANZA ASSICURAZIONI 25% AUTOMOBILI 24% TOILETRIES 22% SERVIZI PROFESSIONALI 22% CURA PERSONA 21% DISTRIBUZIONE 21% ENTI/ISTITUZIONI 21% MEDIA/EDITORIA 19% TURISMO 17% OGGETTI PERSONALI 13% ABBIGLIAMENTO 12% TEMPO LIBERO 12% ALIMENTARI 12% GESTIONE CASA 10% BEVANDE/ALCOLICI 10%Fonte: Nielsen , prg a dic 2010 – dati inerenti alla sola pubb Display 9
  10. 10. Settori: quota inv. internet nel mediamix dei clienti trattanti SERVIZI PROFESSIONALI 41,1% INFORMATICA/FOTOGRAFIA 26,9% TEMPO LIBERO 18,0% FINANZA/ASSICURAZIONI 17,9% MEDIA/EDITORIA 16,0% TURISMO/VIAGGI 13,6% ENTI/ISTITUZIONI 11,8% DISTRIBUZIONE 10,0% INDUSTRIA/EDILIZIA/ATTIVITA 6,3% ELETTRODOMESTICI 6,3% TELECOMUNICAZIONI 5,1% AUTOMOBILI 4,3% GIOCHI/ARTICOLI SCOLASTICI 4,0% MOTO/VEICOLI 3,0% ABBIGLIAMENTO 3% BEVANDE/ALCOOLICI 2,1% CURA PERSONA 2,1% OGGETTI PERSONALI 2,0% FARMACEUTICI/SANITARI 1,6% ALIMENTARI 1,1% GESTIONE CASA 1,0% TOILETRIES 0,8% ABITAZIONE 0,3%Fonte: Nielsen , prg a dic 2010 – dati inerenti alla sola pubb Display 10
  11. 11. LA DIETA MEDIATICA 11
  12. 12. Dieta mediatica G.M. (min. per utenti) Totale Mezzi 410 TV 231 radio 50 Internet 90 Quotidiani 34 Periodici 33Fonte: GFK Eurisko - MediaMonitor 12
  13. 13. INTERNET E GLI ITALIANI 13
  14. 14. Accesso ad internet: potenziali nel mese34M gli utenti che hanno le dotazioni per collegarsi ad internet da PC71% della popolazione italiana+7% rispetto al marzo. ‘10Fonte: Audiweb powered by Nielsen, Diffusione dell’online in Italia, marzo 2011. Individui 11-74 anni 14
  15. 15. Accesso ad internet: luoghi e strumenti 34,3M 71,5% +7,0% Every Location 66,8% 67,3% +11,1% Pc da casa 60,6% Pc da luoghi di 40,9% +7,6% Lavoro/Ufficio 38,0% Smartphone/ 15,2% +50,5% Cellulari/PDA 10,1% 6,5% -4,4%Pc da luogo di Studio 6,8% 4,0% -7,0% Pc Altri Luoghi 4,3% Fonte: Audiweb powered by Nielsen, Diffusione dell’online in Italia, marzo 2011. Individui 11-74 anni 15 (*) Le percentuali di accesso da pc da luogo di lavoro/ufficio sono calcolate su base occupati
  16. 16. Accesso ad internet: audience nel mese26,6M gli utenti che si sono collegati ad internet nel mese di aprile+12,4% rispetto al aprile ‘10Fonte: Audiweb powered by Nielsen, Audience online in Italia, aprile 2011. Individui +2 16
  17. 17. Accesso ad internet: audience nel g.m.13M gli utenti che si sono collegati ad internet nel giorno medio del mese di aprile+12% rispetto al aprile. ‘10Fonte: Audiweb powered by Nielsen, Audience online in Italia, aprile 2011. Individui +2 17
  18. 18. Profilo degli individui che hannoaccesso ad internet TOTALE INDIVIDUI 71,5% Uomini 73,6% Donne 69,5% 11-17 anni 86,8% 18-34 anni 87,0% 35-54 anni 78,9% 55-74 anni 43,3% Nord Ovest 74,4% Nord Est 73,7% Centro 75,9% Sud e Isole 65,7% Fino a 10.000 abitanti 68,4% 10-30.000 abitanti 71,8% 30-100.000 abitanti 69,7% 100-250.000 abitanti 72,7% Oltre 250.000 abitanti 79,6%Fonte: Audiweb powered by Nielsen – Diffusione dell’online in Italia, marzo 2011. Individui 11-74 anni - % di penetrazioni 18
  19. 19. Over 55 - potenziali Anno 2011 43,3% + 16% Anno 2010 37,4%Fonte: Audiweb powered by Nielsen – Diffusione dell’online in Italia, marzo 2011 / marzo 2010. Individui 11-74 anni - % di penetrazioni 19
  20. 20. I DRIVERS 20
  21. 21. I DRIVERS SOCIAL SEARCH NETWORK VIDEO NEWS 21
  22. 22. SEARCH MERCATO POLITICA 22
  23. 23. Search24M gli utenti che in media nel mese effettuano delle ricerche92% della pop. internet italiana+12% vs aprile 2010Fonte: Audiweb powered by Nielsen – Audience online in Italia aprile 2011. Individui 2+ 23
  24. 24. Search 3,6B di pagine viste nel mese di aprile 52m il tempo trascorso da un utente medio, nel mese di aprileFonte: Audiweb powered by Nielsen – Audience online in Italia, aprile 2011. Individui 2+ 24
  25. 25. SOCIAL NETWORK 25
  26. 26. Social Network in Italia23M gli utenti che in media nel mese entrano in un social Network86% della pop. internet italiana+14% vs aprile 2010Fonte: Audiweb powered by Nielsen – Audience online in Italia, aprile 2011. Individui 2+ 26
  27. 27. Social Network in Italia 12M gli utenti che in media ne fanno un uso quotidiano 5M gli utenti attivi da MobileFonte: Facebook 27
  28. 28. Social Network in Italia22B di pagine viste nel mese di aprile7h il tempo trascorso da un utente medio, nel mese di aprileFonte: Audiweb powered by Nielsen – Audience online in Italia aprile 2011. Individui 2+ 28
  29. 29. VIDEO 29
  30. 30. Video19M gli utenti che in media nel mese guardano Video su Internet71% della pop. internet italiana+17% vs aprile 2010Fonte: Audiweb powered by Nielsen – Audience online in Italia aprile 2011. Individui 2+ 30
  31. 31. Video 2B di pagine viste nel mese di aprile 1h5m il tempo trascorso da un utente medio, nel mese di aprileFonte: Audiweb powered by Nielsen – Audience online in Italia, aprile 2011. Individui 2+ 31
  32. 32. NEWS 32
  33. 33. News21M gli utenti che in media nel mese si informano su Internet78% della pop. internet italiana+11% vs aprile 2010Fonte: Audiweb powered by Nielsen – Audience online in Italia aprile 2011. Individui 2+ 33
  34. 34. News2,8B di pagine viste nel mese di aprile1h22m il tempo trascorso da un utente medio, nel mese di aprileFonte: Audiweb powered by Nielsen – Audience online in Italia, aprile 2011. Individui 2+ 34
  35. 35. FENOMENI EMERGENTI 35
  36. 36. Coupons/Rewards12M gli utenti che in media nel mese si informano su Internet45% della pop. internet italiana+113%Fonte: Audiweb powered by Nielsen – Audience online in Italia, aprile 2011. Individui 2+ vs aprile 2010 36
  37. 37. MOBILE 37
  38. 38. Possesso e utilizzo di telefono cellulare Totale possessori di tel cellulare 91,10% Possessori di tel cellulare che hanno accesso ad internet 68,70% Possessori di tel cellulare che hanno accesso ad internet da 15,10% cell/smartphone/PDAFonte: Audiweb powered by Nielsen, Audience online in Italia, marzo 2011. Individui 11-74 anni 38
  39. 39. Audience mobile 12,9M utenti mobile nel mese 33% vs Q1 2010Fonte: Nielsen Mobile Media Q1 2011 39
  40. 40. Profilo degli individui che accedono adinternet da mobile TOTALE INDIVIDUI 15,2% Delta vs web pc Uomini 17,6% +12% Donne 12,8% +-13% 11-17 anni 25,2% +37% 18-34 anni 25,6% +38% 35-54 anni 14,3% -15% 55-74 anni 4,1% -55% Nord Ovest 18,7% +18% Nord Est 17,0% +9% Centro 19,6% +21% Sud e Isole 8,9% -36% Fino a 10.000 abitanti 15,0% +3% 10-30.000 abitanti 15,1% -1% 30-100.000 abitanti 14,1% -5% 100-250.000 abitanti 17,3% +12% Oltre 250.000 abitanti 16,0% -5%Fonte: Audiweb powered by Nielsen, Diffusione dell’online in Italia, marzo 2011. Individui 11-74 anni - % di penetrazioni 40
  41. 41. INVESTIMENTI 1.034 M + 18,6%AUDIENCE WEB PC 26,6 M + 12,4% SEARCH 24 M + 12,0% SOCIAL 23 M + 14,0% VIDEO 19 M + 17,0% NEWS 21 M + 11,0%MOBILE 13 M + 33% 41
  42. 42. PREVISIONI 42
  43. 43. Previsioni 2011 2011 vs 2010 = 2010 vs 2009 43

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