The document focuses on the digital landscape in Italy, highlighting the significant role of mobile devices in internet usage, with 71% of online time spent on mobile and 63% via apps. It notes that platforms like Facebook and Google dominate the market, accounting for 50% of mobile time spent. Additionally, it emphasizes the growing presence of video consumption, particularly on YouTube, with an average of 13.6 hours spent watching videos in January 2018.

1. © comScore, Inc. Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
Quo vadis Italy?
The Concentration of Online Time Spent and the Rise of Entertainment Players.
Cross Media Measurement will Drive Future Growth.
Milano, 24 Maggio 2018 Fabrizio Angelini
CEO SENSEMAKERS – COMSCORE ITALIA

2. © comScore, Inc. Proprietary. 2
67%
86%
82%
77%
81% 79%
46%
71%
60%
51%
70%
75%
62%
80%
72% 75%
65%
60%
Italy USA UK Spain France Germany
Reach % of the Total Digital Population on the Total Population (18+)
ITA | MAR 2018
Total Digital Population Desktop Mobile
The Internet Penetration in Italy (18+)
In March 37.8 Million
Italians have accessed
Internet. The
comparison with the
most advanced Western
Countries still shows a
consistent potential
upside.
Fonte: comScore MMX Multi-Platform, Marzo 2018

3. © comScore, Inc. Proprietary. 3
Mobile Drives Audience Growth
9.1
18.9
9.3
6.5
20.8
10.5
0
5
10
15
20
25
Desktop Only MultiPlatform Mobile Only
Desktop Only vs Multi-platform vs Mobile Only
ITA | Unique Visitors (Million) | MAR 2017 vs MAR 2018
Mar 2017 Mar 2018
-29%
+10%
+12%
Fonte: comScore MMX Multi-Platform, Marzo 2018
Last year the number of
Italians who accessed
the Internet only via
mobile devices has
grown by +12% and now
exceeds 10 Million.

4. © comScore, Inc. Proprietary. 4
The Platform-Mix: International Comparison
Fonte: comScore MMX Multiplatform, Marzo 2018, Italia, USA, UK, Spagna, Francia, Germania
17% 22% 22%
12%
32% 32%
55%
64%
54%
57%
56% 63%
28%
15%
24% 31%
11% 5%
Italy USA UK Spain France Germany
% Desktop Only vs % Multiplatform vs % Mobile Only
Multi-country | MAR 2018
% Desktop Only % MultiPlatform % Mobile Only
Italians access the
Internet with a
platform-mix that is
similar to those of the
most advanced
countries.

5. © comScore, Inc. Proprietary. 5
Average Daily Visitors of the Main Properties in Italy
Fonte: comScore MMX Multiplatform, Marzo 2018, Italia
0
5
10
15
20
25
Top Property per reach on the Total Digital Population
Average Daily Visitors (Million)
ITA | Total Universe (6+ Desktop and 18+ Mobile) | MAR 2018
Desktop Mobile Web Mobile App
* Unduplicated data
Daily Audience shows a
strong polarization.
Facebook and Google
have reaches by far
higher than all the other
market players.
The widespread use of
the two OTTs’ Mobile
Apps plays an important
role in gaining volumes
and continuity of access.

6. © comScore, Inc. Proprietary. 6
Mobile Apps Reach: Average Daily Data
23
9
11
8
17
4
9
8
3
8
4
2 2
1 2
Top 15 Mobile App per reach
ITA | Average Daily Visitors (Million) | MAR 2018
Mobile App
Fonte: comScore Mobile Metrix, Marzo 2018, Italia
In terms of daily usage
the first 9 most used
Apps belong to
Facebook or Google; the
10th is Amazon.
WhatsApp is used by 23
Million daily unique
visitors followed by
Facebook with 17
Million.

7. © comScore, Inc. Proprietary. 7
Time Spent on Mobile Web vs Mobile App
1.7
12.7
Mobile Browsing Mobile App
Top 100 Mobile Browsing VS Top 100 Mobile App
Average Time Spent of the Top 100 Property
ITA | Monthly Hours (Million) | MAR 2018
Mobile Browsing Mobile App
Fonte: comScore Mobile Metrix, Marzo 2018, Italia
Time spent on Mobile
App is on average 7,5
higher than time spent
on Mobile Browsing.

8. © comScore, Inc. Proprietary. 8
71% of the Online Time is Spent on Mobile Devices
63%8%
29%
% Composition of the time spent online
ITA | MAR 2018
Mobile App Mobile Web Desktop
Fonte: comScore MMX Multiplatform, Marzo 2018, Italia
71% of the time spent
on the Internet is on
mobile devices and 63%
via apps.

9. © comScore, Inc. Proprietary. 9
Google’s and Facebook’s Properties Account for 50% of Time
Spent on Mobile
16%
34%
Other
50%
% Composition of Time Spent on Mobile (Web and App)
ITA | MAR 2018
Fonte: comScore Mobile Metrix, Marzo 2018, Italia
Considered as a whole,
Google’s and Facebook’s
properties have a 50%
share of the total time
spent on mobile.

10. © comScore, Inc. Proprietary. 10
Number of Unique Visitors and Total Minutes by Content Category
Fonte: comScore MMX Multiplatform, Marzo 2018, Italia
0
10
20
30
40
50
60
Services
Entertainment
Search/Navigation
News/Information
SocialMedia
Portals
Directories/Resources
Retail
Lifestyles
Technology
Business/Finance
Travel
Telecommunications
Sports
Games
XXXAdult
PromotionalServers
Automotive
Health
Regional/Local
Education
BusinesstoBusiness
Family&Youth
Government
CareerServices
Gambling
RealEstate
ISP
Unique Visitors and Time Spent
ITA | MAR 2018
Unique Visitors (Million) Total Minutes (Million)
Although audiences are
distributed over several
categories, time spent is
heavily concentrated.
Overall considered the
categories Messagging,
Social Media,
Entertainment and
Gaming, account for 3
minutes out of 4.

11. © comScore, Inc. Proprietary. 11
Main Properties in Italy by Time Spent
Fonte: comScore MMX Multiplatform, Marzo 2018, Italia
759
506
58 57 39 38 27 24 22 21
Facebook Google
Sites
Microsoft
Sites
Spotify Activision
Blizzard
Gruppo
Mediaset
Netflix Inc. Amazon
Sites
Oath RAI Sites
Top Property per Total Time Spent
Total Monthly Hours (Million)
ITA | Total Universe (6+ Desktop and 18+ Mobile) | MAR 2018
OTTs are followed by
several entertainment
brands, many of which
distribute on-line
videos.

12. © comScore, Inc. Proprietary. 12
Unique Users and Time Spent: Mobile App TV
Fonte: comScore Mobile Metrix, Marzo 2018, Italia
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
0 0.5 1 1.5 2 2.5 3
Ore/Mese
Utenti Unici (Milioni)
Netflix
RaiPlay
Mediaset*
Size of Circle= average hours/user (Hours / Month)
Il dato comprende solo Smartphone, ad eccezione di Raiplay che, essendo taggata include la rilevazione di Tablet
* Includes app: Mediaset, Mediaset On Demand, Mediaset Fan
App penetration of
Video Players
starts to be visible
and contributes to
time spent.

13. © comScore, Inc. Proprietary. 13
Demo Breakdown of Mobile App TV Time Spent
Fonte: comScore Mobile Metrix, Marzo 2018, Italia
34%
6% 3%
20%
13%
15%
39%
26%
53%
78%
58% 54%
Netflix Raiplay Sky Go Mediaset*
% Total Time Spent on mobile app per demo
ITA | MAR 2018
18-24 25-34 35+
55%
48%
89%
51%
45%
52%
11%
49%
Netflix Raiplay Sky Go Mediaset*
% Total Time Spent on mobile app per
demo
ITA | MAR 2018
Males Females
Il dato comprende solo Smartphone, ad eccezione di Raiplay che, essendo taggata include la rilevazione di Tablet
* Includes: Mediaset, Mediaset On Demand, Mediaset Fan
Content strategy is
clearly mirrored in
the audience profile.

14. © comScore, Inc. Proprietary. 14
Online Videos on YouTube in Italy
Fonte: comScore VMX Multi-Platform, Gennaio 2018, Italia
114 123 95 89 73 112 78
Age
18-24
Age
25-34
Age
35-44
Age
45-54
Age
55+
Male Female
Videos per user
per demo target
ITA| JAN 2018
In January 2018, 9.3
billion videos were
watched on YouTube
in Italy, 82% of which
on a mobile device.444
344 360
204
101
277 277
Age
18-24
Age
25-34
Age
35-44
Age
45-54
Age
55+
Male Female
Videos per user
per demo target
ITA| JAN 2018
Desktop Mobile
1,7 7,7
9,3
billions
videos viewed

15. © comScore, Inc. Proprietary. 15
Consumption of Multi-Platform Video. YouTube in Italy
Fonte: comScore VMX Multi-Platform, Gennaio 2018, Italia
8.0 7.5 6.3 6.1 4.9 7.2 5.4
Età
18-24
Età
25-34
Età
35-44
Età
45-54
Età
55+
Male Female
Time spent per user
per demo target
ITA| JAN 2018
21.0
14.9 14.8
9.1
4.1
12.6 11.5
Età
18-24
Età
25-34
Età
35-44
Età
45-54
Età
55+
Male Female
Time spent per user
per demo target
ITA | JAN 2018
Desktop Mobile
In January 2018, Italian users spent on average 13,6 hours
watching videos on YouTube13,6
In January 2018
Italians spent on
average 13,6 hours
watching videos on
YouTube with higher
consumption for the
youngest cluster.

16. The Advertising Market Reflects Audience Trends
Fonte: rielaborazione a cura di Osservatorio Internet Media Politecnico di Milano e IAB Italia, a partire da dati Nielsen e bilanci degli operatori del settore – * Dati a preconsuntivo
50% 49% 50% 48%
18% 17% 15% 13%
16% 18% 20% 24%
11% 11% 10% 10%
5% 5% 5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016 2017
TV Stampa OTT Other Internet Radio
7,2 mld € 7,4 mld € 7,8 mld € 7,9 mld €
Total Internet

17. Thank you!
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For info about the proprietary technologyused in comScore products, refer to http://comscore.com/Patents
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