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Italo Vignoli



  DEMOGRAFIA
DEI SOCIAL MEDIA
Ieri - Oggi
●   Compaq Portable      ●   MacBook Air
●   Modem Radio Shack    ●   EEE PC 1101
●   Accoppiatore         ●   iPhone
●   Valigia Samsonite    ●   Vodafone Key
    (circa 20 kg)        ●   Zaino (3 kg)
Generazioni Online 2009
 Makeup of Adult Internet Population by Generation
                     (does not include teens)
             Gen Y
          (ages 18-32)
              30%                             Gen X
                                          (ages 33-44)
                                               23%

G.I. Generation
   (age 73+)
      4%

Silent Generation
   (ages 64-72)                         Younger
        7%                              Boomers
        Older Boomers                 (ages 45-54)
         (ages 55-63)                     22%
              13%
Younger                Older               Silent                 G.I.
Rank          Gen Y                 Gen X
                                                        Boomers               Boomers            Generation            Generation
 1     Email                 Email                 Email                 Email                 Email                 Email
 2     Search                Search                Search                Search                Search                Search
 3     Research product      Research product      Research product      Get health info       Research product      Get health info
 4                                                                                                                   Make travel
       Get news              Get health info       Get health info       Research product      Get health info
                                                                                                                     reservations
 5                                                                                             Make travel
       Watch video           Buy something         Get news              Buy something                               Research product
                                                                                               reservations
                                                                                                                                           Above this line,
 6                                                 Make travel
       Buy something         Get news
                                                   reservations
                                                                         Get news              Visit gov’t site      Buy something         over 50% of
 7                           Make travel                                 Make travel                                                       internet users
       Get health info                             Buy something                               Buy something         Get news
                             reservations                                reservations                                                      in the given
 8     Visit SNS             Bank                  Visit gov’t site      Visit gov’t site      Get news              Visit gov’t site      generation
 9     Make travel                                                                                                                         engage in this
                             Visit gov’t site      Research for job      Bank                  Bank                  Get religious info
       reservations                                                                                                                        online activity
10     Get job info          Research for job      Bank                  Research for job      Research for job      Bank
11     Create SNS profile    Watch video           Watch video           Get job info          Get religious info    IM
12     IM                    Get job info          Get job info          Watch video           Rate product          Play games
13     Download music        Download music        Get religious info    Rate product          Play games            Rate product
14     Bank                  IM                    Rate product          Get religious info    IM                    Read blog
15     Visit gov’t site      Get religious info    IM                    Play games            Watch video           Watch video
16     Research for job      Play games            Auction               Auction               Read blog             Download video
17     Play games            Visit SNS             Read blog             Read blog             Auction               Get job info

18     Read blog             Rate product          Play games            IM                    Download music        Podcast
19     Download video        Read blog             Download music        Download music        Download video        Research for job
20     Rate product          Download video        Download video        Download video        Get job info          Auction
21     Get religious info    Auction               Visit SNS             Podcast               Visit SNS             Create blog
22     Auction               Create SNS profile    Podcast               Visit SNS             Podcast               Download music
23     Podcast               Podcast               Create SNS profile    Create SNS profile    Create blog           Visit SNS
24     Create blog           Create blog           Create blog           Create blog           Create SNS profile    Create SNS profile
25     Visit virtual world   Visit virtual world   Visit virtual world   Visit virtual world   Visit virtual world   Visit virtual world
Mobile Difference


Stationary Media
     Majority                Motivated by
                              Mobility
       61%
                                  39%
Generational Differences in Online Activities
   Teens and Gen Y are more likely to engage in the following activities compared with older users




^ Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008. Margin of error for online teens is ± 4% for Oct.-Nov. 2006 and ±3% for Nov. 2007-
Feb. 2008.
^^ Source for Online Adult data: Pew Internet & American Life Project Surveys conducted August 2006, Feb.-March 2007, Aug.-Sept. 2007, Oct.-Dec. 2007, May 2008, August 2008, November 2008, December 2008,
and Mar.-April 2009. Margin of error for all online adults is ±3% for these surveys. The average margin of error for each age group can be considerably higher than ± 3%, particularly for the "Matures" and "After Work"
age groups.
~ Most recent teen data for these activities comes from the Pew Internet & American Life Project Teens and Parents Survey conducted Oct.-Nov. 2004. Margin of error is ± 4%.
Social Network vs Age
Main Mobile Consumption




Source: comScore M:Metrics MobiLens, Italy, 3 month average ending January 2009
Mobile Users vs Tweet
Social Network vs Status Update
How teens communicate with friends
using social networking sites
The percentage of teen social networking site (SNS) users who...




Source: Pew Internet Project Survey of Parents and Teens, Oct-Nov. 2006. Margin of error is +/-5%
for teens who use social networking sites. Teen SNS users n=493.
STATI EMOTIVI ASSOCIATI AL CELLULARE
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


                      Cosa rappresenta per te il cellulare? Indica tutte le parole che associ maggiormente al cellulare.
                                        [Dettaglio: “AMORE”, “AMICIZIA”, “LAVORO”, “FAMIGLIA”]




20
STATI EMOTIVI ASSOCIATI AL CELLULARE
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


                      Cosa rappresenta per te il cellulare? Indica tutte le parole che associ maggiormente al cellulare.




21
A COSA SERVE IL CELLULARE
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


                                                         Il cellulare per te è principalmente …?




22
IMPORTANZA DEL CELLULARE NEL RAPPORTO CON GLI AMICI
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


                                       Quanto ritieni importante il cellulare nel rapporto con i tuoi amici?




23
AMICIZIA E CELLULARE
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


         Pensando ai tuoi amici e a come sei solito comunicare e rapportarti con loro quanto è importante il cellulare? Indica
                                           quanto ti riconosci nelle seguenti affermazioni




                                                                                                                Il cellulare come
                                                                                                                   «Fuga dalla
                                                                                                                solitudine» per il
                                                                                                               60% dei 24-35enni




24
AMICIZIA E CELLULARE: CHI UTILIZZA EMAIL/IM/SN DAL CELL.
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168), user di Email/IM/SN dal cellulare nei 3 mesi precedenti casi 263


         Pensando ai tuoi amici e a come sei solito comunicare e rapportarti con loro quanto è importante il cellulare? Indica
                                           quanto ti riconosci nelle seguenti affermazioni




                                                                                % - Molto + Abbastanza d’accordo




25
UTILIZZO DEL CELLULARE CON GLI AMICI
BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168)


      Pensando a come utilizzi abitualmente il cellulare con i tuoi amici, quali sono i 3 principali motivi delle tue telefonate
                                                in una giornata tipo con il cellulare?




26
ATTIVITA’ SUI SOCIAL NETWORK DAL CELLULARE
BASE: Visitatori 16-54 anni dei SN dal cellulare nei 3 mesi precedenti (casi 137)


                 Quali attività hai fatto quando ti sei connesso a siti di socializzazione (es. Facebook, Twitter, MySpace)
                                                       dal cellulare negli ultimi 3 mesi?




27
Social Network Più Popolari
●   TOTALE              ●   GIOVANI (>25)
●   Facebook (61,6%)    ●   Facebook (90,3%)
●   YouTube (60,9%)     ●   YouTube (89,2%)
●   Messenger (50,5%)   ●   Messenger (89,1%)
●   Skype (37,6%)       ●   MySpace (68,8%)
●   MySpace (31,8%)     ●   Skype (62,9%)
Facebook
●   Mantenere i contatti con gli amici (70,5%)
●   Ritrovare vecchi compagni di scuola ed ex colleghi (57,8%)
●   Guardare le bacheche degli amici (41,2%)
●   Inviare messaggi personali (40,5%)
●   Inserire commenti nelle bacheche degli amici (37,2%)
●   Chattare con chi e in linea (35,7%)
●   Utilizzare le applicazioni disponibili come test e giochi (24,6%)
●   Inserire foto, video o file musicali (21,3%)
Fonti
●   PEW Internet Project
●   Mobile Youth
●   Microsoft / Nextplora
●   Censis

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Whymca Italo Vignoli Demografia Dei Social Media

  • 1. Italo Vignoli DEMOGRAFIA DEI SOCIAL MEDIA
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  • 7. Ieri - Oggi ● Compaq Portable ● MacBook Air ● Modem Radio Shack ● EEE PC 1101 ● Accoppiatore ● iPhone ● Valigia Samsonite ● Vodafone Key (circa 20 kg) ● Zaino (3 kg)
  • 8. Generazioni Online 2009 Makeup of Adult Internet Population by Generation (does not include teens) Gen Y (ages 18-32) 30% Gen X (ages 33-44) 23% G.I. Generation (age 73+) 4% Silent Generation (ages 64-72) Younger 7% Boomers Older Boomers (ages 45-54) (ages 55-63) 22% 13%
  • 9. Younger Older Silent G.I. Rank Gen Y Gen X Boomers Boomers Generation Generation 1 Email Email Email Email Email Email 2 Search Search Search Search Search Search 3 Research product Research product Research product Get health info Research product Get health info 4 Make travel Get news Get health info Get health info Research product Get health info reservations 5 Make travel Watch video Buy something Get news Buy something Research product reservations Above this line, 6 Make travel Buy something Get news reservations Get news Visit gov’t site Buy something over 50% of 7 Make travel Make travel internet users Get health info Buy something Buy something Get news reservations reservations in the given 8 Visit SNS Bank Visit gov’t site Visit gov’t site Get news Visit gov’t site generation 9 Make travel engage in this Visit gov’t site Research for job Bank Bank Get religious info reservations online activity 10 Get job info Research for job Bank Research for job Research for job Bank 11 Create SNS profile Watch video Watch video Get job info Get religious info IM 12 IM Get job info Get job info Watch video Rate product Play games 13 Download music Download music Get religious info Rate product Play games Rate product 14 Bank IM Rate product Get religious info IM Read blog 15 Visit gov’t site Get religious info IM Play games Watch video Watch video 16 Research for job Play games Auction Auction Read blog Download video 17 Play games Visit SNS Read blog Read blog Auction Get job info 18 Read blog Rate product Play games IM Download music Podcast 19 Download video Read blog Download music Download music Download video Research for job 20 Rate product Download video Download video Download video Get job info Auction 21 Get religious info Auction Visit SNS Podcast Visit SNS Create blog 22 Auction Create SNS profile Podcast Visit SNS Podcast Download music 23 Podcast Podcast Create SNS profile Create SNS profile Create blog Visit SNS 24 Create blog Create blog Create blog Create blog Create SNS profile Create SNS profile 25 Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world Visit virtual world
  • 10. Mobile Difference Stationary Media Majority Motivated by Mobility 61% 39%
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  • 14. Generational Differences in Online Activities Teens and Gen Y are more likely to engage in the following activities compared with older users ^ Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008. Margin of error for online teens is ± 4% for Oct.-Nov. 2006 and ±3% for Nov. 2007- Feb. 2008. ^^ Source for Online Adult data: Pew Internet & American Life Project Surveys conducted August 2006, Feb.-March 2007, Aug.-Sept. 2007, Oct.-Dec. 2007, May 2008, August 2008, November 2008, December 2008, and Mar.-April 2009. Margin of error for all online adults is ±3% for these surveys. The average margin of error for each age group can be considerably higher than ± 3%, particularly for the "Matures" and "After Work" age groups. ~ Most recent teen data for these activities comes from the Pew Internet & American Life Project Teens and Parents Survey conducted Oct.-Nov. 2004. Margin of error is ± 4%.
  • 16. Main Mobile Consumption Source: comScore M:Metrics MobiLens, Italy, 3 month average ending January 2009
  • 18. Social Network vs Status Update
  • 19. How teens communicate with friends using social networking sites The percentage of teen social networking site (SNS) users who... Source: Pew Internet Project Survey of Parents and Teens, Oct-Nov. 2006. Margin of error is +/-5% for teens who use social networking sites. Teen SNS users n=493.
  • 20. STATI EMOTIVI ASSOCIATI AL CELLULARE BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Cosa rappresenta per te il cellulare? Indica tutte le parole che associ maggiormente al cellulare. [Dettaglio: “AMORE”, “AMICIZIA”, “LAVORO”, “FAMIGLIA”] 20
  • 21. STATI EMOTIVI ASSOCIATI AL CELLULARE BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Cosa rappresenta per te il cellulare? Indica tutte le parole che associ maggiormente al cellulare. 21
  • 22. A COSA SERVE IL CELLULARE BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Il cellulare per te è principalmente …? 22
  • 23. IMPORTANZA DEL CELLULARE NEL RAPPORTO CON GLI AMICI BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Quanto ritieni importante il cellulare nel rapporto con i tuoi amici? 23
  • 24. AMICIZIA E CELLULARE BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Pensando ai tuoi amici e a come sei solito comunicare e rapportarti con loro quanto è importante il cellulare? Indica quanto ti riconosci nelle seguenti affermazioni Il cellulare come «Fuga dalla solitudine» per il 60% dei 24-35enni 24
  • 25. AMICIZIA E CELLULARE: CHI UTILIZZA EMAIL/IM/SN DAL CELL. BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168), user di Email/IM/SN dal cellulare nei 3 mesi precedenti casi 263 Pensando ai tuoi amici e a come sei solito comunicare e rapportarti con loro quanto è importante il cellulare? Indica quanto ti riconosci nelle seguenti affermazioni % - Molto + Abbastanza d’accordo 25
  • 26. UTILIZZO DEL CELLULARE CON GLI AMICI BASE: Totale interviste, popolazione Internet 16-54 anni user cellulare (casi 1.168) Pensando a come utilizzi abitualmente il cellulare con i tuoi amici, quali sono i 3 principali motivi delle tue telefonate in una giornata tipo con il cellulare? 26
  • 27. ATTIVITA’ SUI SOCIAL NETWORK DAL CELLULARE BASE: Visitatori 16-54 anni dei SN dal cellulare nei 3 mesi precedenti (casi 137) Quali attività hai fatto quando ti sei connesso a siti di socializzazione (es. Facebook, Twitter, MySpace) dal cellulare negli ultimi 3 mesi? 27
  • 28. Social Network Più Popolari ● TOTALE ● GIOVANI (>25) ● Facebook (61,6%) ● Facebook (90,3%) ● YouTube (60,9%) ● YouTube (89,2%) ● Messenger (50,5%) ● Messenger (89,1%) ● Skype (37,6%) ● MySpace (68,8%) ● MySpace (31,8%) ● Skype (62,9%)
  • 29. Facebook ● Mantenere i contatti con gli amici (70,5%) ● Ritrovare vecchi compagni di scuola ed ex colleghi (57,8%) ● Guardare le bacheche degli amici (41,2%) ● Inviare messaggi personali (40,5%) ● Inserire commenti nelle bacheche degli amici (37,2%) ● Chattare con chi e in linea (35,7%) ● Utilizzare le applicazioni disponibili come test e giochi (24,6%) ● Inserire foto, video o file musicali (21,3%)
  • 30. Fonti ● PEW Internet Project ● Mobile Youth ● Microsoft / Nextplora ● Censis