Web monitor. Internet key numbers. July 2013

Transcript

1 Web monitor Internet key numbers July 2013

2 July 2013: highlights A Luglio 2013 gli italiani online sono 12,8 milioni su base giornaliera e 26,9 milioni nel mese, facendo registrare una leggera contrazione (- 4%) rispe9o all omologo 2012, riconducibile a un naturale travaso del traffico verso i mobile device (al momento non rilevab da Audiweb) accentuato ulteriormente dalla stagionalità. Fanno eccezione gli uten< over 55 anni i quali mantengono un trend in crescita (55-64 y.o. +2%; +65 y.o. +4%). La penetrazione è pari al 50% della popolazione, con un picco del 69% sui e del 68% sui il Tempo Speso segue l andamento dell audience facendo registrare una leggera contrazione (- 2%) sia su base mensile che nel giorno medio. Su base giornaliera gli utenb dedicano in media 1 ora e 18 minu< al web. I più avvi si confermano i con 1 ora e 33 minu<. Risulta in aumento il tempo speso online dai target maturi, l incremento più consistente si registra sui Silver Surfer (+3%). La contrazione dell utenza si riflene anche sulle principali categorie, con l eccezione dell ambito Music che si conferma in crescita (+3% Audience). In termini di tempo dedicato invece gli utenb premiano: Portali (+16%), Broadcaster (+9%), Sport (+7%); News (+11%); Travel (+2%); ecommerce (+14%) e Automo<ve (+9%). Il calo registrato negli ulbmi mesi dal se9ore Communi<es è un ulteriore evidenza dell evoluzione in modalità portable del web, dove il Social si conferma killer applica<on. Mantenendo l analisi sulla navigazione da PC Facebook rimane leader, ma perde il 10% di uten< e il 4% di tempo speso, mentre crescono in termini di tempo speso gli immediab follower di categoria: Blogger (+16%), Wordpress (+37%), Google+ (+18), TwiNer (+48%). Mostrano segni di parbcolare vitalità anche Linkedin (+28% audience), Tumblr (+42% audience, +44% tempo) e ask.fm (+126% vs Gennaio 2013), player che si differenziano dal resto dell offerta per contenub e target di riferimento. A par&re da giugno 2012 all interno del Web Monitor è disponibile anche un analisi di Audiweb Object Video, l estensione del sistema di rilevazione che consente di misurare la fruizione dei contenu& video presen& su internet (vedi metodologia pag. 33).

3 Agenda 1. QuanD sono i surfers? 2. Quanto tempo passano on line? 3. Target diversi, consumi diversi 4. Che cosa fanno i surfers in rete?

4 July 2013 Key numbers Audience and Time register a small decrease MONTHLY Jul 2013 Var % vs Jul 2012 AcBve Internet Users % Time per person (hh:mm) 19:08-2% AcDve Users % pen vs pop* Tot Individuals over AdulD Men Women 47 Women DAILY Jul 2013 Var % vs Jul 2012 AcBve Internet Users % Time per person (hh:mm) 1:18-2% Audience Trend.000 July 2013: Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Jul 10 Aug 10 Sep 10 Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Ago 11 Set 11 O9 11 Nov 11 Dic 11 Jan 12 Feb 12 Mar 12 Apr 12 Mag 12 Jun 12 Jul 12 Aug 12 Set 12 O9 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul *Italian Pop. 2+ years (over +74 anni, are considered only if living with at least one person aged between years). Source: Groupm elaborations on Audiweb data

5 July 2013 Web & App Audience and Time spent Website are performing be9er than web applicabons Main Web Sites apps excluded lug 12 Main Applications TOT WEBSITES (app excluded) 26,3 mio Unique Audience (- 4% vs Jul 12) 17h 19 min Dme per user (- 2% vs Jul 12) lug 13 APPLICATIONS 22,3 mio Unique Audience (- 6% vs Jul 12) 2 h 48 min Dme per user (- 6% vs Jul 12) Jul 12 5 Jul 13 Source: Groupm elaborations on Audiweb data

6 July Audience and <me spent per day type and day part During the weekend less users are online; internet prime Bme confirms all day long Day Type Average Day Time per Person h:min Average Day AcDve 1:19 1:12 0: : :30 0:26 0:31 Day Part 0:28 0:22 0: mon - fri 6 sat- sun 0 06:00-09:00 09:00-12:00 12:00-15:00 15:00-18:00 18:00-21:00 21:00-00:00 00:00-03:00 03:00-06:00 Source: Groupm elaborations on Audiweb data

7 July 2013 Internet Audience Composi<on Women online are increasing; over 60% of web pop. is made of y.o. Sex % ComposiDon Age % ComposiDon over 65 Silver Surfer 5% Female +1% vs % Male - 1% vs % 2-11 Kids 6% Teen 6% Senior 11% Post Teen 11% Mature adult 19% Adult 24% Young Adult 18% Source: Groupm elaborations on Audiweb data

8 July 2013 Unique Users by target Users over 55 y.o. are the only growing target Average: - 4% Kids: 2-11 Young adult ,593 mio UU - 10% vs Jul 12-10% vs Jun 13 Teen: Post Teen: ,697 mio UU - 16% vs Jul 12-4% vs Jun 13 2,900 mio UU - 2% vs Jul 12-3% vs Jun 13 4,745 mio UU - 11% vs Jul 12-1% vs Jun 13 Adult anni Mature Adult anni Senior anni Silver Surfer +65 6,491 mio UU stable vs Jul 12-2% vs Jun 13 5,186 mio UU - 3% vs Jul 12 stable vs Jun 13 2,982 mio UU +2% vs Jul 12 +3% vs Jun 13 1,360 mio UU +4% vs Jul 12-2% vs Jun 13 Source: Groupm elaborations on Audiweb data applications included

9 July 2013 Time spent by target on daily average Time spent is growing on targets over 55 y.o. h:mm Average: - 2% Kids: 2-11 Young Adult :46-8% vs Jul 12 stable vs Jun 13 Teen: Post Teen: :05-8% vs Jul 12 +7% vs Jun 13 1:33-8% vs Jul 12-1% vs Jun 13 1:27-3% vs Jun 12-2% vs Jul 13 Adult anni Mature Adult anni Senior anni Silver Surfer +65 1:19-1% vs Jul 12-4% vs Jun 13 1:15-4% vs Jul 12-4% vs Jun 13 1:13 +2% vs Jul 12-3% vs Jun 13 0:57 +3% vs Jul 12-4% vs Jun 13 Source: Groupm elaborations on Audiweb data applications included

10 July 2013 Top 10 websites All top website register a decrease in audience Bubble size = Page Views Time per Person TOT WEBSITES (app excluded) 26,3 mio Unique Audience (- 4% vs Jul 12) 17h 19 min Dme per user (- 2% vs Jul 12) Facebook = MSN/WindowsLive/Bing Virgilio Blogger Audience stable Audience decrease Google Libero ebay Audience increase YouTube Yahoo! Wikipedia Source: Groupm elaborations on Audiweb data applications excluded

11 July 2013 Top 10 applica<ons Windows Media Player is sbll leader by Audience, but Skype is fast growing Time per Person APPLICATIONS 222,3 mio Unique Audience (- 6% vs Jul 12) 2 h 48 min Dme per user (- 6% vs Jul 12) Bubble size = Page Views VLC media player (App) Skype (App) TeamViewer (App) itunes (App) Windows Media Player (App) utorrent (App) iminent Messenger (App) Windows L ive P hoto Gallery (App) Dropbox (App) Windows Live Messenger (App) = Audience increase Audience stable Audience decrease Source: Groupm elaborations on Audiweb data

12 July 2013 Most visited categories Most top categories show a decrease % vs Jul 2012 Subcategorie s weight Average: - 4% Search Engines/Portals & CommuniBes - 5% Telecom/Internet Services - 5% Search: - 6% Portals: Communi<es: Entertainment - 4% Computers & Consumer Electronics News & InformaBon - 6% MulB- category Commerce - 4% Travel - 10% Family & Lifestyles - 5% Home & Fashion - 5% Finance/Insurance/Investment - 6% Government & Non- Profit - 6% Corporate InformaBon - 3% EducaBon & Careers - 5% Jul 13 AutomoBve 31% 40% 29% Video/Broadcaster/Music: 37% Games/Bekng: 17% Sport: 10% Others: 36% Travel services/info: Holiday Planner: 62% 38% Stable Jul12 10% Special Occasions Source: Groupm elaborations on Audiweb data

13 July 2013 Time spent on categories News, ecommerce and Electronics show the best performance Time per Person h.min.sec 00:00:00 01:12:00 02:24:00 03:36:00 04:48:00 06:00:00 07:12:00 08:24:00 Entertainment - 8% Telecom/Internet Services 1% Computers & Consumer Electronics 17% News & InformaBon 11% MulB- category Commerce 14% Finance/Insurance/Investment 5% Travel - 4% Family & Lifestyles 1% Home & Fashion 13% Government & Non- Profit 27% AutomoBve 9% EducaBon & Careers Corporate InformaBon Special Occasions lug 13 8% lug 12-6% 28% Source: Groupm elaborations on Audiweb data % vs July % Average: - 2% Search Engines/Portals & CommuniBes

14 July 2013 Portals The category register an increase in Bme spent 01:55:12 Time per Person Bubble size = Page Views PORTALS 23,4 mio Unique Audience (- 3% vs Jul 12) 53 min Dme per user (+16% vs Jul 12) 01:40:48 Google 01:26:24 Libero 01:12:00 00:57:36 Virgilio Tiscali 00:43:12 MSN/WindowsLive/Bing 00:28:48 FastWeb.it Yahoo! = PaginaInizio.com AOL Media Network 00:14:24 Audience increase Audience stable Audience decrease Leonardo.it Telecom Italia Internet Kataweb tvzap 00:00: Tu9ograBs Intoscana.it Ask Search Network * Il dato di Google risulta più elevato del totale categoria di appartenenza perchè si riferisce al totale brand e quindi comprende la sezione Search, che è esclusa dalla sub category General Interest Portals Source: Groupm Elaborations on Audiweb data applications included

15 July 2013 Communi<es The category register a small decrease in audience Bubble size = Page Views Time per Person 09:07:12 07:55:12 06:43:12 COMMUNITIES 21,8 mio Unique Audience (- 8% vs Jul 12) 6h 32 min Dme per user (- 5% vs Jul 12) 05:31:12 Facebook Linkedin: +28% 04:19:12 03:07:12 01:55:12 = ask.fm Audience increase Audience stable Audience decrease Badoo 00:43:12 Tumblr Twi9er.com ForumFree Libero Community 0 Leonardo Community LinkedIn WordPress.com Google+ Virgilio Community ForumCommunity Tweetmeme Blogger

16 July 2013 Communi<es: Socio- demo posi<oning Linkedin is dedicated to Job Networking and so it has a more mature profile. ask.fm is mostly used by teens as it is a way for them to ask quesbons to peers about daily life. Badoo is more male because it is a dabng site OVER 25 Job Social Networking LinkedIn Social DaDng site Libero Community Google+ Virgilio Community DONNE TwiNer.com Leonardo Community Blogger ForumFree Tumblr Facebook ForumCommunity ask.fm Teens peer to peer quesdoning UNDER 25 NOTA: questa slide è da leggere in senso reladvo e non assoluto (Badoo è, tra le Community selezionate, il più maschile; Linkedin il più adulto; ask.fm è il più giovane). Il baricentro è calcolato sulla media dei player rappresentad UOMINI Tweetmeme WordPress.com

17 July 2013 Entertainment Times spent and audience register a small decrease 01:55:12 Bubble size = Page Views Time per Person ENTERTAINMENT 22,8 mio Unique Audience (- 6% vs Jul 12) 4 h 46 min Dme per user (- 8% vs JuL 12) 01:40:48 01:26:24 01:12:00 YouTube 00:57:36 SPIL Games Network 00:43:12 William Hill +39% itunes 00:28:48 La Gazze9a dello Sport Iminent.com 00:14:24 VideoMediaset Twww.tv Rai MyMovies.it VEVO Leonardo Musica 00:00:00 La Repubblica TV Vube William Hill = Audience increase Audience stable Audience decrease Source: Groupm Elaborations on Audiweb data applications included

18 July Video & Broadcaster Broadcaster perform be9er than video 01:26:24 01:12:00 00:57:36 BROADCASTER (Entertainment s Subcategory) 10,7 mio Unique Audience (- 9% vs Jul 12) 15 min Dme per user (+9% vs Jul 12) Bubble size = Page Views Time per Person YouTube VIDEO (Entertainment s Subcategory) 18,5 mio Unique Audience (- 8% vs Jul 12) 1 h and 23 min Dme per user (- 21% vs Jul 12) Videomediaset: +36% La RepubblicaTV: +15% 00:43:12 00:28:48 Rai TV 00:14:24 Dailymotion VideoMediaset CineBlog01 Italia-film.Com 00:00:00 Rai = SKY.it Twww.tv Corriere TV ComingSoon TV Vube MyMovies.it La Repubblica TV Audience increase Audience stable Audience decrease Now Video Source: Groupm Elaborations on Audiweb data applications included

19 July 2013 Focus on online tv broadcaster Rai.TV confirms the best performance on Bme spent Time per person h:m:s :14: :11: :17: % Delta Audience +68% elta Time Jul Aug Sep D Oct Nov Dic Jan Feb Mar Apr May Jun Jul Time per person h:m:s % Delta Audience - 3% Delta Time Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Time per person h:m:s 00:17:17 00:14: :11:31 00:08: :08:38 00:05:46 00:05:46 00:02:53 00:00: :02:53 +36% Delta Audience +18% Delta Time 00:00:00 Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul :17: :14: :11: :08: :05: :02: :00:00 Time per person h:m:s - 39% Delta Audience - 13% Delta Time 00:17:17 00:14:24 00:11:31 00:08:38 00:05:46 00:02: :00:00 Jul Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Source: Groupm Elaborations on Audiweb data applications included

20 July 2013 Sport The category registers a good increase in Bme spent Time per Person Dire9a.it Bubble size = Page Views Tu9oMercatoWeb.com SPORT 10,6 mio Unique Audience (- 10% vs Jul 12) 1H 2 min Dme per user (+7% vs Jul 12) Sportmediaset Tu9oSport Corriere dello Sport calciomercato.com La Gazze9a dello Sport Virgilio Sport Ci9aceleste.it Yahoo! Sports Websites La Repubblica Sport Calciomercato.it SKY.it Sport = Corriere Sport Blogo Sport Audience increase Audience stable Audience decrease Source: Groupm Elaborations on Audiweb data applications included

21 July Bekng Time spent is decreasing. William Hill is sbll leader 06:00:00 BETTING 7,6 mio Unique Audience (- 7% vs Jul 12) 47 min Dme per user (- 12% vs Jul 12) 04:48:00 PokerStars.com = LomomaDca: +19% Audience increase Audience stable Audience decrease Bubble size = Page Views Time per Person 03:36:00 02:24:00 SNAI Lo9omaBca 01:12:00 Gioco digitale paddypower.com Sisal StarVegas Estrazionilo9erie.it 00:00: com Superenalo9o.com Betradar.com BetClic PLANET William Hill Auto dei Sogni Source: Groupm Elaborations on Audiweb data applications included

22 July Music The category registers a strong increase in Bme spent. SpoBfy has the largest amount of Bme spent 00:57:36 00:50:24 = SpoBfy AOL Music Websites Audience in crescita Audience stazionaria Audience in calo 00:43:12 00:36:00 Bubble size = Page Views MUSIC 9,6 mio Unique Audience (+3% vs. Jul 12) 17 min Dme per user (+47% vs. Jul 12) Time per Person 00:28:48 Fanpage Spemacolo: +590% 00:21:36 00:14:24 Fanpage Spe9acolo SoundCloud 00:07:12 Jango Music Network Warner Music Group 00:00: Airdave.it CBS InteracBve Music Group VEVO Leonardo Musica Deezer Virgilio Musica Sony Music Entertainment rumblefish on YouTube rockol.it Source: Groupm Elaborations on Audiweb data applications included *Rumblefish servizio che consente di inserire una colonna sonora ai video di YouTube

23 July 2013 News Good performance on Time spent 00:36:00 Bubble size = Page Views Time per Person 00:28:48 NEWS 20,5 mio Unique Audience (- 6% vs Jul 12) 1 H 28 min Dme per user (+11% vs Jul 12) La Repubblica Corriere della Sera 00:21:36 ANSA 00:14:24 Fanpage TGCOM24 La Stampa.it Libero Affaritaliani Citynews Libero NoBzie QuoBdiano.net 00:07:12 Le9era43 Liquida Blogo.it Nanopress = Virgilio Local 00:00: Audience in crescita Audience stazionaria Audience in calo Source: Groupm Elaborations on Audiweb data applications included

24 July 2013 Focus on News Online La Stampa shows the best performance on Bme spent Monthly Audience: 7,6 mio Daily Audience: 1,2 mio Time per person h:m:s Monthly Audience: 6,9 mio Daily Audience: 989 mila 00:50:24 00:43:12 00:36:00 00:28:48-12% Delta Audience - 3% Delta Time 00:21:36 00:14:24 00:07:12 00:00:00 Jul 12 Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Time per person h:m:s Time per person h:m:s 00:50:24 00:43:12 00:36:00 00:28:48 00:21:36-13% Delta Audience - 6% Delta Time 00:14:24 00:07:12 00:00:00 Jul 12 Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Monthly Audience: 4,0 mio Daily Audience: 382 mila Monthly Audience: 4,9 mio Daily Audience: 583 mila Time per person h:m:s 00:23: :20: :20: :17: :17:17 00:14: :11: :08:38-4% Delta Audience - 23% Delta Time 0 Jul 12 Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jun :14: :11: :05: :02: :00: :23:02-7% Delta Audience +22% Delta Time 00:08:38 00:05:46 00:02:53 00:00:00 Jul 12 Aug Sep Oct Nov Dic Jan Feb Mar Apr May Jun Jul Source: Groupm Elaborations on Audiweb data applications included

25 July Travel Travel area shows a li9le decrease. Tripadvisor register a good growth 00:36:00 Bubble size = Page Views Time per Person TRAVEL 16,8 mio Unique Audience (- 10% vs Jul 12) 47 min Dme per user (- 4% vs Jul 12) 00:28:48 Google Earth 00:21:36 TripAdvisor: +20% edreams: +25% Google Maps Priceline Network 00:14:24 Ryanair.com VolagraBs easyjet Expedia 00:07:12 Telepass venere.com Opodo Trenitalia TripAdvisor ViaMichelin trivago edreams = 00:00:00 Audience in crescita Audience stazionaria Audience in calo Source: Groupm Elaborations on Audiweb data applications included

26 July 2013 e- Commerce Audience is stable, while Time is fast growing. 01:04:48 00:57:36 E COMMERCE Subito.it 18,9 mio Unique Audience (- 4% vs jul 12) 1 H 16 min Dme per user (+14% vs Jul 12) 00:50:24 Bubble size = Page Views Time per Person 00:43:12 ebay 00:36:00 Amazon: +60% Subito.it: +43% 00:28:48 00:21:36 Amazon ebay Classifieds 00:14:24 = Audience in crescita Audience stazionaria Audience in calo Groupalia Kijiji Bakeca.it 00:07:12 Media World La Redoute 00:00:00 Ciao. Groupon Trova Prezzi Lidl Vivastreet Pixmania Source: Groupm Elaborations on Audiweb data applications included

27 July Finance/Insurance The category shows a decreasing trend in audience, but Time Spent is growing 00:53:17 FINANCE/INSURANCE Time per Person 14,9 mio Unique Audience (- 6% vs Jul 12) 49 min Dme per user (+5% vs Jul 12) Banca Monte dei Paschi di Siena 00:38:53 00:31:41 Gruppo Intesa Sanpaolo Facile.it: +12% = Audience in crescita Audience stazionaria Bubble size = Page Views 00:46:05 Audience in calo 00:24:29 UniCredit Banca ING Direct 00:17:17 00:10:05 Yahoo! Finance Websites La Repubblica Economia 00:02:53 CartaSi Facile.it Genertel Il Sole 24 ORE Banco Posta PayPal Soldionline net Leonardo Economia Corriere Economia Source: Groupm Elaborations on Audiweb data applications included

28 July Family and Lifestyles Pianetadonna is sbll leader, followed by Alfemminile e Donna Moderna 00:50:24 00:43:12 Bubble size = Page Views FAMILY AND LIFESTYLES 16,5 mio Unique Audience (- 5% vs Jul 12) 39 min Dme per user (+1% vs Jul 12) Time per Person Gioco.it 00:36:00 00:28:48 = Subito.it casa/persona: +49% Audience in crescita Audience stazionaria Audience in calo 00:21:36 alfemminile.com Subito.it - Casa e Persona 00:14:24 Leiweb D - la Repubblica 00:07:12 MSN Lifestyle Leonardo Salute - Pagine Mediche 00:00:00 DiLei Pianetadonna.it Donna Moderna Style.it La Stampa Salute Leonardo Donne Blogo Donna Nanopress Donna Source: Groupm Elaborations on Audiweb data applications included 7.000

29 July Automo<ve The category register a relevant growth on Time Spent 00:57:36 Bubble size = Page Views Time per Person AUTOMOTIVE 00:50:24 9,1 mio Unique Audience (stable vs Jul 12) 32 min Dme per user (+9% vs Jul 12) Subito.it - Veicoli 00:43:12 00:36:00 Quamroruote: +13% Motori.it: +159% 00:28:48 00:21:36 AutoScout24.it 00:14:24 Moto.it Automobile.it 00:07:12 La Repubblica Motori Volkswagen Qua9roruote Blogo Motori NISSAN Trovit Cars Virgilio Auto e Moto Corriere Motori Leonardo Auto e Moto 00:00:00 = Fiat Motori.it Audience in crescita Audience stazionaria Audience in calo Source: Groupm Elaborations on Audiweb data applications included

30 July 2013 Audiweb Object Video Audiweb lauched a new measurement, dedicated to video streaming consumpbon, among considered websites 2:24 = 1:55 Audience increase Audience stable Audience decrease Rai 1:26 AUDIWEB OBJECT VIDEO Unduplicated Audience 5,4 mio Unique Audience (- 4% vs Jul 12) 33 min Dme per user (+37% vs Jul 12) Bubble size = Stream Views Time per Person 0:57 La Repubblica 0:28 La Gazze9a dello Sport SKY.it Quimamme TV 0: Il Sole 24 ORE 0 Corriere della Sera Libero QuoBdiano DeAbyDay Source: Groupm elaborations on Audiweb data applications excluded

31 Mobile Browsing 31

32 La navigazione mobile Il trend posi<vo con<nua, quasi tuk gli smartphoner navigano 14,3 mio di utenb smartphone navigano da mobile, pari al 70% del totale smartphoner Mobile Browsing H Mio di adul< Base: pop mobile = 26.2 mio H Mio di adul< Base: pop web + smartphone = 20,6 mio 11,3 12,3 14,3 6,2 6,7 7,2 8,3 +27% vs. H % vs. Q1 11 Q Q Q Q H H H Fonte: Elaborazioni GroupM su dab Mobile Next H

33 Mobile Browsing Il profilo del mobile browser Studente o lavoratore giovane/adulto, con un livello di istruzione medio alto % comp; Base: 14,3 mio Index vs tot mobile pop Maschio 54,3 101 Femmina 45,7 99 DA 15 A 19 ANNI DA 20 A 24 ANNI DA 25 A 34 ANNI DA 35 A 44 ANNI DA 45 A 54 ANNI 55 ANNI O PIU' 13,6 12,8 26,7 24,8 15,4 6, Media inferiore o meno Media superiore Laurea/Post- laurea 9,2 55,8 35, Imprenditore/Dirigente/Libero Lavoratore in proprio Impiegato/Insegnante Altro lavoratore dipendente Studente Pensionato Casalinga In cerca di occupazione 12,3 4,4 8,0 19,6 3,3 5,1 9,5 37, Fonte: Elaborazioni GroupM su DaD Mobile Next H

34 Allega< - Audiweb Object Video: metodologia - Schede categorie

35 Audiweb Object Video una novità Il 17 luglio 2012 Audiweb annuncia la pubblicazione dei primi dab relabvi alla fruizione dei Video Online La rilevazione dei video è il primo step di un proge9o che prevede vengano misurab anche altri Object di natura diversa dai video (applicazioni, widget, etc) non misurabili con le classiche metriche di Audience e Pagine Viste Il nuovo dato sulla fruizione dei video è disponibile in Aw View, dove in una finestra dedicata (sezione Video, separata dalla sezione Internet) sono già presenb le nuove metriche, relabve alla fruizione di contenub Video: Unique Audience (contav nev) Stream Views (contav lordi) Time spent (tempo speso) I dab sono relabvi ai mesi del 2012 finora pubblicab (gen- dec) e si riferiscono ad un numero limitato di editori/sib: SITI EDITORI La Repubblica TV Gruppo Editoriale L'Espresso De Agos<ni by Day e Sky Il Sole 24 ore Rai Tv Rai Corriere della Sera, GazzeNa dello Sport e Lei Web RCS La rilevazione infav è legata all inserimento volontario di un tag speciale all interno dei player video, che perme9e al meter di leggere le metriche di fruizione; al momento hanno aderito solo pochi editori, ma il numero è auspicabilmente desbnato a crescere

36 Audiweb comunica in modo corre9o il nuovo dato disponibile: Audiweb Object Video - warning Tu9avia una tabella come la seguente, pubblicata senza il de9aglio del testo, potrebbe dare adito ad equivoci: il dato definito come All Media è infav solo il totale parziale, ovvero l audience ne9a dei (pochi) sib misurab Solo 7 si<

37 ANached Top 10 Websites and top 10 Applica<ons Top 10 Websites Top 10 ApplicaDons TOT WEBSITES (app excluded) 26,3 mio Unique Audience (- 4% vs Jul 12) 17h 19 min Dme per user (- 2% vs Jul 12) # DescripDon APPLICATIONS 22,3 mio Unique Audience (- 6% vs Jul 12) 2 h 48 min Dme per user (- 6% vs Jul 12) Delta Audienc Time per Audienc e.000 person e Delta Time 1 Google % 2% 2 Facebook % - 4% 3 YouTube % - 7% 4 Virgilio % 4% 5 Wikipedia % 28% 6 Yahoo! % - 4% 7 Libero % 12% 8 Blogger % 16% 9 MSN/WindowsLive/Bing % - 10% % 11% 10 ebay applications excluded # DescripDon Audien Time per Delta ce.000 person Audience Delta Time 1 Windows Media Player (App) % 1% 2 Skype (App) % 3 VLC media player (App) % 4 Windows Live Messenger (App) % 5 itunes (App) % 2% Windows Live Photo Gallery 6 (App) % - 77% - 11% 20% 7 utorrent (App) % 8 iminent Messenger (App) % 9 Dropbox (App) % 10 TeamViewer (App) % 1% 24% - 56% 15% 29% Applications only Source: Groupm Elaborations on Audiweb

38 ANached Top Categories Portals and Communi<es PORTALS 23,4 mio Unique Audience (- 3% vs Jul 12) 53 min Dme per user (+16% vs Jul 12) # DescripDon 1 Google 2 MSN/WindowsLive/Bing 3 Yahoo! 4 Libero 5 Virgilio 6 Leonardo.it 7 Ask Search Network 8 Tiscali 9 FastWeb.it 10 Tu9ograBs 11 AOL Media Network 12 Intoscana.it 13 Kataweb tvzap 14 Telecom Italia Internet 15 PaginaInizio.com Audien Time per Delta ce.000 person Audience % - 12% - 8% - 3% - 16% - 17% 5% - 7% - 9% - 39% 0% 1284% - 25% - 30% - 23% COMMUNITIES 21,8 mio Unique Audience (- 8% vs Jul 12) 6h 32 min Dme per user (- 5% vs Jul 12) Delta Time 2% - 33% - 4% 12% 4% - 15% 79% - 7% 15% 0% - 6% 86% - 24% 10% 13% # DescripDon 1 Facebook 2 Blogger 3 WordPress.com 4 Google+ 5 LinkedIn 6 ForumFree 7 Virgilio Community 8 ForumCommunity 9 Twi9er.com 10 Libero Community 11 Leonardo Community 12 Tumblr 13 ask.fm 14 Tweetmeme 15 Badoo Audien Time per Delta ce.000 person Audience Delta Time % 16% 37% 18% 0% - 22% 48% - 78% - 27% 44% 634% 365% 3% % - 8% - 12% 3% 28% - 47% - 8% - 42% - 2% 42% 6413% 18788% - 18% Source: Groupm Elaborations on Audiweb data applications included *Google+ lanciato a luglio 2011

39 ANached Top Categories Entertainment; Video&Broadcaster VIDEO (Entertainment s subcategory) 18,5 mio Unique Audience (- 8% vs Jul 12) 1 h and 23 min Dme per user (- 21% vs Jul 12) ENTERTAINMENT 22,8 mio Unique Audience (- 6% vs Jul 12) 4 h 46 min Dme per user (- 8% vs JuL 12) # DescripDon 1 YouTube 2 VEVO 3 itunes 4 La Gazze9a dello Sport 5 William Hill 6 SKY.it 7 Rai 8 Iminent.com 9 Leonardo Musica 10 MyMovies.it 11 La Repubblica TV 12 VideoMediaset 13 Vube 14 SPIL Games Network Audien Time per Delta ce.000 person Audience % 5% - 20% - 11% 39% - 25% - 18% 31% - 17% - 7% 15% 36% - 16% # 1 YouTube 2 MyMovies.it 3 VideoMediaset 4 Vube 5 Twww.tv 6 DailymoBon 7 ComingSoon TV 8 Now Video 9 Rai TV 10 Italia- film.Com 11 CineBlog01 12 ViTv 13 Ivid 14 VideoPremium.NET 15 Vimeo Delta Time - 7% 21% - 12% 5% 23% - 3% 50% - 23% 4% 29% 13% 18% - 41% DescripDon Audience. Time per Delta 000 person Audience Delta Time - 9% - 7% 36% 98% 13% - 22% 34% - 18% - 7% 80% - 22% 72% 38% - 7% 29% 18% - 16% - 19% 5% - 62% 68% - 22% 5% 226% 32% 38% BROADCASTER (Entertainment s subcategory) 10,7 mio Unique Audience (- 9% vs Jul 12) 15 min Dme per user (+9% vs Jul 12) # DescripDon 1 SKY.it 2 Rai 3 La Repubblica TV 4 Corriere TV 5 MTV.it 6 Mediaset.it 7 Staseraintv.com 8 Fanpage Youmedia TV 9 Mediaset Premium 10 Gazze9a TV 11 Radio Deejay 12 Livestream 13 Radio Real Time 15 Il Fa9o QuoBdiano TV Time per person Delta Audience % - 18% 15% - 13% 16% - 31% 25% - 5% 13% - 7% 29% - 16% 58% Delta Time - 3% 50% 13% - 13% - 24% 26% 53% - 9% 35% 44% 37% - 34% 79% Source: Groupm Elaborations on Audiweb data applications included

40 ANached Top Categories Sport and Bekng BETTING 7,6 mio Unique Audience (- 7% vs Jul 12) 47 min Dme per user (- 12% vs Jul 12) SPORT 10,6 mio Unique Audience (- 10% vs Jul 12) 1H 2 min Dme per user (+7% vs Jul 12) # DescripDon Audien Time per Delta ce.000 person Audience Delta Time 1 La Gazze9a dello Sport 2 La Repubblica Sport 3 Corriere dello Sport 4 Yahoo! Sports Websites 5 Tu9oMercatoWeb.com % - 14% - 10% - 47% - 14% 5% - 16% 50% 6% - 18% 6 Corriere Sport 7 Sportmediaset % - 26% - 27% 23% % - 8% - 10% - 33% 252% - 6% - 27% - 51% 28% 15% 11% 47% - 25% 7% 1% 20% 8 Tu9oSport 9 calciomercato.com 10 Blogo Sport 11 Calciomercato.it 12 Ci9aceleste.it 13 Dire9a.it 14 SKY.it Sport 15 Virgilio Sport # DescripDon 1 William Hill com 3 Sisal 4 Lo9omaBca 5 Betradar.com 6 Gioco digitale 7 paddypower.com 8 Auto dei Sogni 9 PLANET49 10 BetClic 11 PokerStars.com 12 Superenalo9o.com 13 Estrazionilo9erie.it 14 StarVegas 15 SNAI Audien Time per Delta ce.000 person Audience % 3% - 24% - 20% 19% - 72% 282% - 49% - 29% 72% - 37% Delta Time - 12% 23% 112% 23% - 19% 18% 171% - 6% 26% - 35% 118% Source: Groupm Elaborations on Audiweb data applications included

41 ANached Top Categories Music and News MUSIC 9,6 mio Unique Audience (+3% vs. Jul 12) 17 min Dme per user (+47% vs. Jul 12) # DescripDon NEWS 20,5 mio Unique Audience (- 6% vs Jul 12) 1 H 28 min Dme per user (+11% vs Jul 12) Audience. Time per Delta Delta Time 000 person Audience 1 VEVO % 21% 2 Leonardo Musica % 4% 3 Fanpage Spe9acolo % 201% 4 rumblefish SpoBfy % 185% 6 Deezer % - 22% 7 AOL Music Websites % 43% 8 CBS InteracBve % - 33% 9 Virgilio Musica % - 7% 10 Sony Music % - 94% 11 Jango Music % 94% 12 rockol.it % - 45% 13 Airdave.it % - 19% 14 SoundCloud % 17% 15 Warner Music % - 28% # DescripDon 1 La Repubblica 2 Corriere della Sera 3 Libero NoBzie 4 Blogo.it 5 TGCOM24 6 QuoBdiano.net 7 La Stampa.it 8 Citynews 9 Nanopress 10 Virgilio Local 11 Fanpage 12 Libero Affaritaliani 13 ANSA 14 Liquida 15 Le9era43 Audience Time per Delta Delta Time.000 person Audience % - 13% 15% - 9% - 4% - 16% - 7% 18% - 9% 11% 27% - 13% - 21% 222% - 3% - 6% - 54% 4% - 23% 44% 22% 15% - 2% - 14% 151% 20% - 6% 124% Source: Groupm Elaborations on Audiweb data applications included

42 ANached Top Categories Travel and ecommerce TRAVEL 16,8 mio Unique Audience (- 10% vs Jul 12) 47 min Dme per user (- 4% vs Jul 12) # DescripDon E COMMERCE 18,9 mio Unique Audience (- 4% vs Jul 12) 1 H 16 min Dme per user (+14% vs Jul 12) Audience. Time per Delta Delta Time 000 person Audience # DescripDon Audience. Time per Delta Delta Time 000 person Audience 1 ebay % 11% 7% 2 Amazon % 50% 1% 7% 3 Groupon % 32% % - 20% 4 Subito.it % 39% % 12% 5 ebay Classifieds % - 9% 6 trivago % - 46% 6 Trova Prezzi % 16% 7 VolagraBs % - 3% 7 Kijiji % - 15% 8 ViaMichelin % - 6% 8 Lidl % - 3% 9 Ryanair.com % - 14% 9 Bakeca.it % - 34% 10 Expedia % 23% 10 Ciao % - 14% 11 Opodo % 29% 12 Google Earth % - 16% 11 Pixmania % - 32% 13 easyjet % 20% 12 Media World % 16% 14 Telepass % - 32% 13 Vivastreet % - 9% % - 6% 14 Groupalia 15 La Redoute % 74% - 6% - 45% 1 Google Maps % - 12% 2 TripAdvisor % 3 Priceline Network edreams Trenitalia 15 venere.com Source: Groupm Elaborations on Audiweb data applications included

43 ANached Top Categories Finance and Family&Lifestyle FINANCE/INSURANCE 14,9 mio Unique Audience (- 6% vs Jul 12) 49 min Dme per user (+5% vs Jul 12) # DescripDon 1 Il Sole 24 ORE 2 Gruppo Intesa Sanpaolo 3 UniCredit Banca 4 Banco Posta 5 PayPal 6 Leonardo Economia 7 Soldionline net 8 Yahoo! Finance Websites 9 ING Direct 10 Corriere Economia 11 Genertel 12 CartaSi 13 Facile.it Banca Monte dei Paschi di 14 Siena 15 La Repubblica Economia FAMILY AND LIFESTYLES 16,5 mio Unique Audience (- 5% vs Jul 12) 39 min Dme per user (+1% vs Jul 12) Audience. Time per Delta Delta Time 000 person Audience # DescripDon % - 2% - 15% - 11% - 19% 10% 9% 11% 1 Pianetadonna.it % - 30% 14% - 36% 5 Leonardo Donne % - 6% 31% 38% % 101% 4% 12% - 29% - 74% - 20% - 7% % - 45% - 5% - 39% Audience. 000 Time per Delta Delta Time person Audience % - 7% 8% 0% 0% 15% +35% 4% 3% 30% % - 16% - 13% - 10% - 2% 19% - 27% - 40% % - 12% 11% - 6% 13 Persona % 74% 14 MSN Lifestyle % 65% % 11% 2 alfemminile.com 3 Donna Moderna 4 Leiweb 6 Nanopress Donna 7 DiLei 8 Blogo Donna 9 Gioco.it 10 Style.it 11 La Stampa Salute 12 D - la Repubblica Subito.it - Casa e Leonardo Salute - Pagine 15 Mediche Source: Groupm Elaborations on Audiweb data applications included

44 ANached Top Categories Automo<ve AUTOMOTIVE 9,1 mio Unique Audience (stable vs Jul 12) 32 min Dme per user (+9% vs Jul 12) # DescripDon 1 Subito.it - Veicoli 2 AutoScout24.it 3 Qua9roruote 4 Motori.it 5 Fiat 6 Virgilio Auto e Moto 7 Trovit Cars 8 Volkswagen 9 Blogo Motori 10 mobile.internabonal 11 Gazze9a Motori 12 La Repubblica Motori 13 Corriere Motori 14 Ford 15 Moto.it Time per person Delta Audience Delta Time % 22% 57% - 8% % 173% 15% - 7% 50% - 23% % - 3% 24% 66% % - 7% 0% - 8% - 51% 51% 19% - 18% 3% - 2% % 30% - 43% 14% - 25% 71% Source: Groupm Elaborations on Audiweb data applications included

45 ANached Object Video AUDIWEB OBJECT VIDEO Unduplicated Audience 5,7 mio Unique Audience (- 5% vs Jun 12) 36 min Dme per user (+14% vs Jun 12) # DescripDon 1 La Repubblica 2 Corriere della Sera 3 Rai 4 SKY.it 5 La Gazze9a dello Sport 6 DeAbyDay 7 Libero QuoBdiano 8 Il Sole 24 ORE 9 Quimamme TV Time per person Delta Audience - 10% - 7% - 28% 23% 0% 162% Delta Time 46% 16% 29% 170% 11% 28% Source: Groupm Elaborations on Audiweb data Object Video

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