E-Business Consulting S.r.l.

Transcript

1 e Rovigo S.r.l. Chi siamo Scenario Chi siamo Missione Plus Offerti Mercato Missionedi riferimento Posizionamento Metodologia Operativa Strategia Comunicazione Digitale Servizi Esempidi consulenza Clienti Partner Contatti Digital Communication in Italy Tourism Copyright 2010 S.r.l. Tutti i diritti sono riservati

2 2 Overview on Italian Internet Users e Rovigo

3 Users with Internet Access 3 64,6 % of the italian population between the ages of 11 and 74 (over 30 million) has access to the Internet from any place (home, office, school) and through any instrument Users with Internet access Rest of the population Internet access is used by both women (61,2%) and men (68,2%) across all age groups. 68,2 % 61,2 % Italy data 2009 Source: Nielsen e Rovigo

4 Age brackets of Internet Users 4 Internet utilization is a phenomenon involving all age groups. 2/3 of Italian Internet users are between 18 and 49 years old years years years 82,7% 78,9% 71,9% years 35,0% Italy data 2009 Source: Nielsen e Rovigo Age brackets

5 The change of Media Users 5 Social relations: among people, consumers, media, firms, institutions Use of technologies and access to content Open Closed Analogic Natives Digital Immigrants Digital Natives I N T E R N E T Passive Relationship and Consumer media control Interactive e Rovigo

6 Advertising Investment Trends In 2009 advertising investments amounted to million,a variation of 13,4% compared to 2008 data. Some media register a reduction on investment: Television - 10,2 % Press - 21,6% Radio - 7,7% Internet, on the contrary, registers a + 5,1% growth, reaching 585,1 mmillion e Rovigo

7 7 Touristic communication e Rovigo

8 Internet and the Tourism 8 el 20,9% of the holidays are organized directly from de Web*. Internet influences the choice of holidays of 9,1% of the Italian population*. 5,8% of Italians choose packages; 6,4% organizes the trip online; 8,7% books the hotel room online*. *Source: Quantitative Survey on Italians touristic behaviour,, 1 report ISNART Data e Rovigo

9 ecommerce Market Total Sales 9 In 2009 total sales of Italian ecommerce sites achieved the figure of 5,8 billion Euros, registering a 1% growth compared to 2008, a lower rate than the ones observed in previous years growing trend. e Rovigo

10 ecommerce Market Total Sales 10 The Tourism division is the most relevant sector in the Italian ecommerce market, with milion euros. This year such division registers a slight fall of growth (-3%), due to the financial crisis that have affected certain airlines and tour operators. e Rovigo

11 Communication in the Tourism Sector 11 In the tourism division the role of communication is fundamental. The tourist has to be informed, attracted, involved by the received information. It is important to use all the available communication tools to incentivate and attract the tourist and reach new users. Where to go? When to go? The client can see and explore the turistic product thanks to the internet before chosing. e Rovigo

12 Instruments to communicate Tourism 12 To communicate with the user it is important to take into account a series of elements to create a perfect sinergy between them. Image and content Internet site Communication: Banner campaign Marketing Mobile Marketing Search Engines The service, the information e Rovigo

13 Contacts 13 For further information: S.r.l. Corso del Popolo, Padova 049/ [email protected] e Rovigo