Web monitorInternet key numbers

February 2013

February 2013: highlights

A Febbraio 2013 gli italiani online sono 14,7 milioni su base giornaliera e 28,6 milioni nel mese, con un incremento del 3% rispetto all’omologo 2012. I target maggiormente in crescita si confermano i bambini e gli over 55 (2-11 y.o. +10%; 55-64 y.o. +8%; +65 y.o. +9%). La penetrazione si attesta al 52% della popolazione, con un picco del 70% sui 18-24 così come sui 35-44.il tempo speso rimane pressoché stabile vs periodo omologo 2012 sia su base mensile (+1%) che nel giorno medio (+2%). Gli utenti 18-24 dedicano il maggior volume di tempo alla rete con 1 ora e 46 minuti, mentre l’incremento più alto si registra sui 35-44 e sui 55-64 (+8%).Resta elevato il volume di utenti connessi ai Portali (24,7 mio), alle Communities (23,9) e al mondo dell’Entertainment (25,0 mio) dove si continua a registrare un trend positivo in termini di Tempo Speso (+15%).La categoria News & Information caratterizzata dall’annuncio delle dimissioni da parte di Papa Ratzinger (11/02) e dalle elezioni politiche del 24-25 febbraio, raccoglie 22,5 milioni di utenti, con un tempo medio di permanenza di 1 ora e 38 minuti mensili, in crescita del 16% vs. periodo omologo 2012. Leader di categoria si conferma La Repubblica con 10,2 mio utenti (+8% audience; +5% tempo), seguito da Corriere della Sera 8,8 mio utenti (+3% audience; +14% tempo). Per i due quotidiani si registrano performance positive anche per quanto riguarda l’ambito video con audience e tempo speso in crescita sia per La Repubblica TV (+27% audience; +58% tempo) che per Corriere TV (+10% audience; +16% tempo).In generale crescono tutti i principali player di News (top 15 siti), tra cui Blogo (+12% audience); Libero News (+20% audience), TGCOM24 (+6% tempo speso); La Stampa.it (+56% audience) e Quotidiano.net (+12% audience; +7% tempo speso).

A partire 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 contenuti video presenti su internet (vedi metodologia pag. 33) .

Agenda

1. Quanti sono i surfers?

2. Quanto tempo passano on line?

3. Target diversi, consumi diversi

4. Che cosa fanno i surfers in rete?

Dec 09

Jan 10

Feb 10

Mar 10Apr 1

0

May 10Jun 10

Jul 10Aug 1

0Sep

10Oct

10

Nov 10Dec

10Jan

11

Feb 1

1

Mar 11Apr 1

1

May 11Jun 11

Jul 11Ago

11Set

11Ott 11

Nov 11Dic 1

1Jan

12Feb

12

Mar 12Apr 1

2

Mag 12Jun 12

Jul 12Aug 1

2Set

12Ott 12

Nov 12Dec

12Jan

13Feb

1318,000

20,000

22,000

24,000

26,000

28,000

30,000

32,000

February 2013 – Key numbersInternet audience and time spent register a limited growth

MONTHLYFeb

2013Var % vs Feb 2012

Active Internet Users .000 28.599 +3%

Time per person (hh:mm) 21:02 +1%

Active Users % pen vs pop*

Tot Individuals +2 52 2-11 39 12-17 57 18-24 70 25- 34 67 35-44 70 45-54 61 55-64 39 over 65 16 Adulti 25 - 54 54 Men 50 Women 65 Women 25-54 66

DAILYFeb

2013Var % vs Feb 2012

Active Internet Users .000 14.656 +7%

Time per person (hh:mm) 1:28 +2%

Source: Groupm elaborations on Audiweb data

*Italian Pop. 2+ years (over +74 anni, are considered only if living with at least one person aged between 11-74 years).

Audience Trend .000

Feb 2013: 28.599

February 2013 – Web & App – Audience and Time spentWebsite and applications show a similar performance

Feb 12 Feb 13

27,151

27,884

Audience .000Main Applications

Main Web Sites – apps excluded

5 Source: Groupm elaborations on Audiweb data

Audience .000

Feb 12 Feb 13

22,731

23,287

TOT WEBSITES (app excluded)

27,9 mio Unique Audience (+3% vs February ‘12)

19h 04 min time per user (+2% vs February ’12)

APPLICATIONS23,3 mio Unique Audience

(+2% vs Feb ‘12)3 h 01 min time per user

(+3% vs Feb ’12)

February 2013- Audience and time spent per day type and day part During the weekend less users are online; internet prime time confirms all day long

6 Source: Groupm elaborations on Audiweb data

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 - 06:000

2,000

4,000

6,000

8,000

10,000

0:17

0:290:29 0:33 0:31

0:350:31 0:29

Average Day Active Audience .000

mon - fri sat-sun

15.176

12.542

1:281:26

Average Day Time per Person h:min Day Type Day Part

February 2013 –Internet Audience CompositionWomen online are increasing; 60% of web pop. Is made of 25-54 y.o.

2-11 Kids 7%12-17 Teen

7%

18-24 Post Teen 11%

25-34 Young Adult 18%35-44 Adult 23%

45-54 Ma-ture adult

19%

55-64 Senior

10%

over 65 Silver Surfer 5%

52%

48%

Female +0,5% vs. ‘12

Male -0,5% vs. ‘12

Sex% Composition

Age% Composition

Source: Groupm elaborations on Audiweb data

February 2013 – Unique Users by targetKids and over 55 y.o. register the best performance

Adult 35-44 anni• 6,663 mio UU• +5% vs Feb ‘12• -2% vs Jan ‘13

Senior 55-64 anni• 2,913 mio UU• +8% vs Feb ‘12• -5% vs Jan ‘13

Young adult 25-34• 5,024 mio UU• -1% vs Feb‘12• -2% vs Jan‘13

Teen: 12-17 • 1,926 mio UU• -8% vs Feb ‘12• -8% vs Jan ‘13

Silver Surfer +65• 1,356 mio UU• +9% vs Feb’12• -7% vs Jan‘13

Post Teen: 18-24 • 3,146 mio UU• +6% vs Feb‘12• -2% vs Jan‘13

Source: Groupm elaborations on Audiweb data – applications included

Mature Adult 45-54 anni• 5,486 mio UU• +2% vs Feb ‘12• -2% vs Jan ‘13

Average: +3%

Kids: 2-11 • 2,084 mio UU• +10% vs Feb ‘12• -6% vs Jan ‘13

Kids: 2-11• 0:51

• +3% vs Feb ’12• +2% vs Jan ‘13

Adult 35-44 anni• 1:31

• +8% vs Feb ‘12• +1% vs Jan ‘13

Senior 55-64 anni• 1:22

• +8% vs Feb ‘12• +1% vs Jan ‘13

Young Adult 25-34• 1:37

• -2% vs Feb ‘12• -2% vs Jan ‘13

Teen: 12-17 • 1:11

• -13% vs Feb‘12• +5% vs Jan ‘13

Silver Surfer +65• 1:05

• -1% vs Feb ’12• +3% vs Jan ‘13

Post Teen: 18-24 • 1:46

• +2% vs Feb ‘12• -1% vs Jan ‘13

Source: Groupm elaborations on Audiweb data – applications included

Mature Adult 45-54 anni• 1:27

• -2% vs Feb ‘12• -2% vs Jan ‘13

February 2013 – Time spent by target on daily averageAdult and Senior show the most relevant growth on time spent

h:mm Average: +2%

8,000 13,000 18,000 23,000 28,00011:31:12 PM

12:43:12 AM

01:55:12 AM

03:07:12 AM

04:19:12 AM

05:31:12 AM

06:43:12 AM

07:55:12 AM

09:07:12 AM

February 2013 – Top 10 websites Most top website are increasing their audience and time spent

Source: Groupm elaborations on Audiweb data – applications excluded

Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease

Audience .000

Time per Person

TOT WEBSITES (app excluded)27,9 mio Unique Audience (+3% vs February ‘12)19h 04 min time per user (+2% vs February ’12)

0 2,000 4,000 6,000 8,000 10,000 12,000 14,00012:00:00 AM

12:14:24 AM

12:28:48 AM

12:43:12 AM

12:57:36 AM

01:12:00 AM

01:26:24 AM

01:40:48 AM

01:55:12 AM

Series3

February 2013 – Top 10 applicationsWindows Media Player is still leader by Audience, while VLC and Skype register the largest Time Spent

Source: Groupm elaborations on Audiweb data

Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease

Audience .000

Time per Person

APPLICATIONS23,3 mio Unique Audience (+2% vs Feb ‘12)3 h 01 min time per user (+3% vs Feb ’12)

Search Engines/Portals & Communities

Telecom/Internet Services

Entertainment

Computers & Consumer Electronics

News & Information

Multi-category Commerce

Family & Lifestyles

Home & Fashion

Travel

Finance/Insurance/Investment

Government & Non-Profit

Education & Careers

Corporate Information

Automotive

Special Occasions

0 5,000 10,000 15,000 20,000 25,000 30,000

feb 12feb 13

February 2013– Most visited categoriesEntertainment and Consumer electronics confirm a good increase

∆% vs febuary 2012

Source: Groupm elaborations on Audiweb data

Audience .000 Subcategorie’sweight

Search: 31%Portals: 40%Communities: 29%

Video/Broadcaster/Music: 37%Games/Betting: 17%Sport: 10%Others: 35%

Travel services/info: 64%Holiday Planner: 36%

A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria Family and Lifestyles alcuni siti

precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di

tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il

confronto è valido per i siti.

3%

2%

4%

5%

2%

4%

N.A.

9%

-2%

0%

3%

10%

2%

1%

6%

Average: +3%

February 2013– Time spent on categoriesBetween top 5 categories Entertainment and News show the best performance

∆%

vs Feb 2012

Search Engines/Portals & Communities

Entertainment

Telecom/Internet Services

News & Information

Computers & Consumer Electronics

Multi-category Commerce

Finance/Insurance/Investment

Government & Non-Profit

Home & Fashion

Family & Lifestyles

Travel

Education & Careers

Automotive

Corporate Information

Special Occasions

0:00:00 1:12:00 2:24:00 3:36:00 4:48:00 6:00:00 7:12:00 8:24:00 9:36:00

Feb 12Feb 13

Source: Groupm elaborations on Audiweb data

Time per Person h.min.sec

A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria Family and Lifestyles alcuni siti precedentemente inseriti ad altre categorie, come ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria rispetto all’omologo 2011, mentre il confronto è valido per i siti.

-10%

15%

11%

16%

9%

6%

-12%

12%

4%

N.A.

-7%

2%

0%

4%

2%

Average: +1%

-2,000 3,000 8,000 13,000 18,000 23,000 28,0000:00:00

0:14:24

0:28:48

0:43:12

0:57:36

1:12:00

1:26:24

1:40:48

1:55:12

Series3

February 2013 – PortalsThe category confirms a growing trend

Source: Groupm Elaborations on Audiweb data – applications included

* 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

PORTALS24,7 mio Unique Audience (+4% vs Feb ‘12)

50 min time per user (+4% vs Feb ’12)

Audience .000

Time per Person

Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease

0 5,000 10,000 15,000 20,000 25,00023:31:12

0:43:12

1:55:12

3:07:12

4:19:12

5:31:12

6:43:12

7:55:12

9:07:12

Series3

February 2013 – CommunitiesGood increase in audience; Google+ register a very good performance

COMMUNITIES23,9 mio Unique Audience (+2% vs Feb ‘12)7h 21 min time per user (-10% vs Feb’ 12)

Audience .000

Time per Person Bubble size = Page Views

Google+: +50%Linkedin: +15%

=Audience increase

Audience stable

Audience decrease

0 5,000 10,000 15,000 20,00023:45:36

0:00:00

0:14:24

0:28:48

0:43:12

0:57:36

1:12:00

1:26:24

1:40:48

1:55:12

Series3

February 2013 – EntertainmentTimes spent is getting bigger and bigger

Source: Groupm Elaborations on Audiweb data – applications included

ENTERTAINMENT25,0 mio Unique Audience (+4% vs Feb ‘12)5 h 26 min time per user (+15% vs Feb ‘12)

Audience .000

Time per Person Bubble size = Page Views

La Repubblica TV +27%Leonardo Musica +98%

=Audience increase

Audience stable

Audience decrease

=

-3,000 2,000 7,000 12,000 17,000 22,0000:00:00

0:14:24

0:28:48

0:43:12

0:57:36

1:12:00

1:26:24

Series3

February 2013- Video & BroadcasterBroadcaster and Video register a good increase in audience and time spent

Source: Groupm Elaborations on Audiweb data – applications included

Audience .000

Time per Person Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease

VIDEO (Entertainment’s Subcategory)20,8 mio Unique Audience (+5% vs Feb ’12)

1 h and 30 min time per user (+23% vs Feb ’12)

BROADCASTER (Entertainment’s Subcategory)13,1 mio Unique Audience (+1% vs Feb ’12)

15 min time per user (+13 vs Feb’12)

18

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

0:00:00

0:02:52

0:05:45

0:08:38

0:11:31

0:14:24

0:17:16Audience .000 Time per person h:m:s

February 2013 – Focus on online tv broadcasterSky shows the best performance on audience and time spent

+14% Delta Audience+2% Delta Time

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

0:00:00

0:02:52

0:05:45

0:08:38

0:11:31

0:14:24

0:17:16Audience .000 Time per person h:m:s

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

5,000

0:00:00

0:02:52

0:05:45

0:08:38

0:11:31

0:14:24Audience .000 Time per person h:m:s

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

0:00:00

0:02:52

0:05:45

0:08:38

0:11:31

0:14:24

0:17:16Audience .000 Time per person h:m:s

-1% Delta Audience+3% Delta Time

+22% Delta Audience+13% Delta Time

+19% Delta Audience-6% Delta Time

Source: Groupm Elaborations on Audiweb data – applications included

500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,50012:00:00 AM

12:07:12 AM

12:14:24 AM

12:21:36 AM

12:28:48 AM

12:36:00 AM

12:43:12 AM

12:50:24 AM

12:57:36 AM

Series3

February 2013 – SportThe category registers a good increase in audience and time spent

Source: Groupm Elaborations on Audiweb data – applications included

SPORT12,0 mio Unique Audience (+3% vs Feb ‘12)

55 min time per user (+11% vs Feb ‘12)

Audience .000

Time per Person Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease=

0 500 1,000 1,500 2,000 2,500 3,0000:00:00

1:12:00

2:24:00

3:36:00

4:48:00

6:00:00

7:12:00

Series3

February 2013 - BettingStrong increase in time spent. William Hill is still growing

Source: Groupm Elaborations on Audiweb data – applications included

BETTING8,1 mio Unique Audience (-15% vs Feb ‘12)1H e 10 min time per user (+14% vs Feb ‘12)

Audience .000

Time per Person Bubble size = Page Views

=Audience increase

Audience stable

Audience decrease

888.com: +116%

0 1,000 2,000 3,000 4,000 5,000 6,0000:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24

Series3

February 2013 - MusicThe category registers a strong increase in time spent. Spotify just launched in Italy is the new leader in time spent

Source: Groupm Elaborations on Audiweb data – applications included*Rumblefish servizio che consente di inserire una colonna sonora ai video di YouTube

Audience .000

Time per Person Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

MUSIC10,5 mio Unique Audience (+6% vs. Feb ‘12)

14 min time per user (+16% vs. Feb ‘12)

Last.fm: +11%Deezer: +705%

1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 11,0000:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

Series3

February 2013 – NewsAudience and Time spent are still growing. All top player show a positive sign

Source: Groupm Elaborations on Audiweb data – applications included

NEWS22,5 mio Unique Audience (+2% vs Feb ‘12)1 H 38 min time per user (+16% vs Feb ‘12)

Audience .000

Time per Person

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 11

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

23:57:070:00:000:02:520:05:450:08:380:11:310:14:240:17:160:20:090:23:02

Audience .000 Time per person h:m:s

23

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

01,0002,0003,0004,0005,0006,0007,0008,0009,000

10,00011,000

23:52:48

0:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24Audience .000 Time per person h:m:s

February 2013 – Focus on News OnlineAll players register a good performance. La Stampa shows the most relavent increase on audience

+8% Delta Audience+5% Delta Time

Monthly Audience: 10,2 mio Daily Audience: 1,6 mio

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

01,0002,0003,0004,0005,0006,0007,0008,0009,000

10,00011,000

23:52:48

0:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24Audience .000 Time per person h:m:s

Feb 11

Mar 12

Apr 12

May 12

Jun 12

Jul 12

Aug 12

Sep 12

Oct 12

Nov 12

Dic 12

Jan 13

Feb 13

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

23:57:070:00:000:02:520:05:450:08:380:11:310:14:240:17:160:20:090:23:02

Audience .000 Time per person h:m:s

+3% Delta Audience+14% Delta Time

Monthly Audience: 8,9 mio Daily Audience: 1,4 mio

+1% Delta Audience+6% Delta Time

+56% Delta Audience-4% Delta Time

Monthly Audience: 6,2 mio Daily Audience: 767 mila

Monthly Audience: 5,9 mio Daily Audience: 597 mila

Source: Groupm Elaborations on Audiweb data – applications included

0 2,000 4,000 6,000 8,000 10,000 12,000 14,0000:00:00

0:02:52

0:05:45

0:08:38

0:11:31

0:14:24

0:17:16

0:20:09

0:23:02

0:25:55

0:28:48

Series3

Booking

February 2013 - TravelTravel area register a small decrease

Source: Groupm Elaborations on Audiweb data – applications included

TRAVEL 17,2 mio Unique Audience (-2% vs Feb’ 12)

33 min time per user (-7% vs Feb’ 12)

Audience .000

Time per Person

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

TripAdvisor: +34%eDreams: +29%

1,000 3,000 5,000 7,000 9,000 11,0000:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24

Series3

eBay Annunci

February 2013 e-CommerceGood performance for the category; eBay is still leader

E COMMERCE21,0 mio Unique Audience (+7% vs Jan ’12)1 H 25 min time per user (+12% vs Jan ’12)

Source: Groupm Elaborations on Audiweb data – applications included

Audience .000

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

Time per Person

eBay Annunci: +20%Trovaprezzi: +41%

500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,50023:55:40

0:02:52

0:10:04

0:17:16

0:24:28

0:31:40

0:38:52

0:46:04

0:53:16

Series3

February 2013 - Finance/InsuranceFinance category is stable

Source: Groupm Elaborations on Audiweb data – applications included

Audience .000

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

Time per Person FINANCE/INSURANCE16,0 mio Unique Audience (stable vs Feb ’12)

47 min time per user (-12% vs Feb ’12)

Soldionline: +76%

1,000 2,000 3,000 4,000 5,000 6,000 7,0000:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

0:43:12

0:50:24

Series3

February 2013 - Family and LifestylesPianetadonna is still leader, followed by Alfemminile

Source: Groupm Elaborations on Audiweb data – applications included

Audience .000

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

Time per Person

Lei Web: +39%Nanopress Donna: +8%

Blogo Donna: +6%

A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria alcuni siti precedentemente inseriti ad altre categorie, come ad

esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria

rispetto all’omologo 2011, mentre il confronto è valido per i siti.

FAMILY AND LIFESTYLES18,1 mio Unique Audience

37 min time per user

0 500 1,000 1,500 2,000 2,500 3,0000:00:00

0:07:12

0:14:24

0:21:36

0:28:48

0:36:00

Series3

Automobile.it

February 2013 - AutomotiveAutomotive category is stable

AUTOMOTIVE9,5 mio Unique Audience (+1% vs Feb ’12)

30 min time per user (stable vs Feb ’12)

Source: Groupm Elaborations on Audiweb data – applications included

Audience .000

Bubble size = Page Views

=Audience in crescita

Audience stazionaria

Audience in calo

Time per Person

Motori.it: +197%

0 500 1,000 1,500 2,000 2,500 3,0000:00

0:07

0:14

0:21

0:28

0:36

0:43

0:50

Series3

February 2013 – Audiweb Object Video Audiweb lauched a new measurement, dedicated to video streaming consumption, among considered websites Corriere is leader

Source: Groupm elaborations on Audiweb data – applications excluded

Bubble size = Stream View

s

=Audience increase

Audience stable

Audience decrease

Audience .000

Time per Person

AUDIWEB OBJECT VIDEO – Unduplicated Audience 6,4 mio Unique Audience (+8% vs Feb ‘12)

28 min time per user (-8% vs Feb ’12)

30

Mobile Browsing

La navigazione mobileIl trend positivo continua, quasi la meta dell’utenza mobile lo utilizza per navigare

31

Fonte: Elaborazioni GroupM su dati Mobile Next H2 2012

Q1 2011 Q2 2011 Q3 2011 Q4 2011 H1 2012 H2 2012

7.3 7.5 7.98.9

12.212.873832

+63% vs. Q3 ‘11

+77% vs. Q1 ‘11

Mobile Browsing

H1 2012 - Mio di adultiBase: pop mobile = 26.2 mio

• 12,9 mio di utenti navigano da mobile, pari al 49% del totale• Nel 94% dei casi hanno uno smartphone

H2 2012 - Mio di adultiBase: pop mobile = 26.2 mio

Il profilo del mobile browserStudente o lavoratore under 35, con un livello di istruzione medio alto

32

Fonte: Elaborazioni GroupM su Dati Mobile Next H2 2012

104 95

106 106

110 98

91 75

83 101 104

101 104 102

99 110

69 70

99

MaschioFemmina

DA 15 A 19 ANNIDA 20 A 24 ANNIDA 25 A 34 ANNIDA 35 A 44 ANNIDA 45 A 54 ANNI

55 ANNI O PIU'

Media inferiore o menoMedia superiore

Laurea/Post-laurea

Imprenditore/Dirigente/Libero professionistaLavoratore in proprio (commerciante, artigiano, )�

Impiegato/InsegnanteAltro lavoratore dipendente (operaio, commesso, )�

StudentePensionato

CasalingaIn cerca di occupazione

58.241.8

13.412.5

28.725.6

13.66.2

8.656.6

34.8

11.75.8

38.98.5

20.22.53.7

8.8

% comp; Base: 12,9 mio Index vs tot mobile popMobile Browsing

- Audiweb Object Video: metodologia- Schede categorie

Allegati

Audiweb Object Video – una novità• Il 17 luglio 2012 Audiweb annuncia la pubblicazione dei primi dati relativi alla fruizione dei Video Online

• La rilevazione dei video è il primo step di un progetto che prevede vengano misurati 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 presenti le nuove metriche, relative alla fruizione di contenuti Video:

• I dati sono relativi ai mesi del 2012 finora pubblicati (gen-dec) e si riferiscono ad un numero limitato di editori/siti:

SITI EDITORILa Repubblica TV Gruppo Editoriale L'Espresso

De Agostini by Day e Sky Il Sole 24 ore

Rai Tv Rai

Corriere della Sera, Gazzetta dello Sport e Lei Web RCS

• La rilevazione infatti è legata all’inserimento ‘volontario’ di un tag speciale all’interno dei player video, che permette al meter di leggere le metriche di fruizione; al momento hanno aderito solo 7 editori, ma il numero è auspicabilmente destinato a crescere

Unique Audience(contatti netti)

Stream Views(contatti lordi)

Time spent(tempo speso)

Audiweb Object Video - warning• Audiweb comunica in modo corretto il nuovo dato disponibile:

• Tuttavia una tabella come la seguente, pubblicata senza il dettaglio del testo, potrebbe dare adito ad equivoci: il dato definito come All Media è infatti solo il totale parziale, ovvero l’audience netta dei (pochi) siti misurati

Solo 7 siti

Attached – Top 10 Websites and top 10 Applications

applications excluded Applications only

Top 10 Websites Top 10 Applications

Source: Groupm Elaborations on Audiweb

# Description Audience .000

Time per person

Delta Audienc

eDelta Time

1 Google 25.998 1.45.04 2% 2%

2 Facebook 22.153 7.11.52 3% -11%

3 YouTube 19.135 1.12.45 6% 12%

4 Virgilio 14.771 0.52.14 1% 6%

5 Wikipedia 14.259 0.15.01 6% 16%

6 Yahoo! 14.186 0.27.22 4% 1%

7 Libero 13.593 1.15.31 -4% 11%

8 Blogger 11.353 0.11.19 3% 13%

9 MSN/WindowsLive/Bing 11.195 0.38.47 -4% -3%

10 La Repubblica 10.189 0.28.57 8% 5%

TOT WEBSITES (app excluded)27,9 mio Unique Audience (+3% vs February ‘12)19h 04 min time per user (+2% vs February ’12)

APPLICATIONS23,3 mio Unique Audience (+2% vs Feb ‘12)3 h 01 min time per user (+3% vs Feb ’12)

# DescriptionAudience .0

00Time per person

Delta Audience

Delta Time

1

Windows Media Player (App) 11.159 0.45.12 -5% -12%

2Skype (App) 8.950 1.42.18 11% 18%

3 Windows Live Messenger (App) 6.398 0.35.50 -28% -27%

4

VLC media player (App) 5.200 1.39.26 -2% 9%

5iTunes (App) 4.135 0.44.30 -8% 5%

6uTorrent (App) 3.235 0.32.52 18% 16%

7

Windows Live Photo Gallery (App) 3.164 0.15.30 49% -17%

8Picasa (App) 1.552 0.21.02 1% -45%

9

TeamViewer (App) 1.475 0.48.05 43% 6%

10Dropbox (App) 1.420 0.01.38 154% -7%

Attached – Top Categories Portals and Communities

Source: Groupm Elaborations on Audiweb data – applications included*Google+ lanciato a luglio 2011

PORTALS24,7 mio Unique Audience (+4% vs Feb ‘12)

50 min time per user (+4% vs Feb ’12)

COMMUNITIES23,9 mio Unique Audience (+2% vs Feb ‘12)7h 21 min time per user (-10% vs Feb’ 12)

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 Google 26.025 1.46.29 2% 2%2 MSN/WindowsLive/Bing 15.391 0.48.48 -3% -18%3 Virgilio 14.848 0.52.10 1% 6%4 Yahoo! 14.228 0.29.05 4% 0%5 Libero 13.604 1.15.32 -4% 11%6 Leonardo.it 10.101 0.10.21 5% 4%7 Ask Search Network 6.674 0.04.55 2% 114%8 Tiscali 3.928 0.33.49 -11% -10%9 Tuttogratis 2.034 0.02.55 -27% 29%

10 FastWeb.it 1.762 0.23.15 6% 10%11 Kataweb tvzap 1.404 0.07.48 -29% 8%12 AOL Media Network 1.388 0.18.04 -19% -3%13 PaginaInizio.com 1.151 0.23.44 41% 13%14 miniportale.it 385 0.11.03 -42% 63%15 Freeonline.it 346 0.01.58 -2% 48%

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 Facebook 22.179 7.12.03 3% -11%2 Blogger 11.353 0.11.19 3% 13%3 WordPress.com 5.278 0.04.39 -2% -23%4 Virgilio Community 4.331 0.04.50 -32% -15%5 ForumFree 3.921 0.09.40 N.A. N.A.6 ForumCommunity 3.557 0.10.59 N.A. N.A.7 Libero Share 3.535 0.07.36 -28% -73%8 Twitter.com 3.496 0.19.25 -6% -5%9 Google+ 3.407 0.03.26 50% -1%

10 LinkedIn 3.248 0.09.16 15% -10%11 Leonardo Community 2.749 0.14.02 5% 31%12 Tumblr 1.405 0.18.03 38% 13%13 Badoo 1.262 1.28.48 -36% -21%14 ask.fm 831 1.02.56 N.A. N.A.15 Pinterest 697 0.09.39 143% -45%

Source: Groupm Elaborations on Audiweb data – applications included

ENTERTAINMENT25,0 mio Unique Audience (+4% vs Feb ‘12)5 h 26 min time per user (+15% vs Feb ‘12)

VIDEO (Entertainment’s subcategory) 20,8 mio Unique Audience (+5% vs Feb ’12)

1 h and 30 min time per user (+23% vs Feb ’12)

BROADCASTER (Entertainment’s subcategory) 13,1 mio Unique Audience (+1% vs Feb ’12)

15 min time per user (+13 vs Feb’12)

Attached – Top Categories Entertainment; Video&Broadcaster

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 YouTube 19.135 1.12.45 6% 12%2 VideoMediaset 3.187 0.12.45 -1% 3%3 MyMovies.it 3.021 0.06.01 7% -3%4 Rai TV 2.912 0.09.26 14% 2%5 ComingSoon TV 2.073 0.03.11 30% -6%6 Dailymotion 1.548 0.07.16 22% -10%7 Now Video 1.377 0.26.52 N.A. N.A.8 Italia-film.Com 1.263 0.03.26 -6% -16%9 CasaCinema.eu 1.029 0.13.24 N.A. N.A.

10 Yahoo! Movies 1.020 0.02.38 11% -5%11 FilmSenzaLimiti 1.008 0.10.27 N.A. N.A.12 Vitv 999 0.05.08 -19% -20%13 CineBlog01 912 0.10.05 63% 106%

14Leonardo Cinema e Spettacolo 896 0.03.02 -18% 12%

15 Ivid 872 0.04.49 -20% 91%

# Description Audience .000 Time per person Delta Audience Delta Time

1 Rai 5.328 0.10.14 2% -5%2 SKY.it 4.309 0.10.27 22% 13%3 La Repubblica TV 3.022 0.07.00 27% 58%4 Mediaset.it 2.329 0.04.57 -12% -36%5 Corriere TV 2.078 0.04.48 10% 16%6 twww.tv 1.850 0.04.23 234% 23%7 Livestream 1.235 0.01.54 74% -19%8 Mediaset Premium 1.207 0.09.49 27% 43%9 Staseraintv.com 1.203 0.10.26 39% 37%

10 LA7 1.167 0.06.52 19% -16%11 Il Fatto Quotidiano TV 870 0.03.29 N.A. N.A.12 Gazzetta TV 827 0.03.00 -7% -32%13 MTV.it 821 0.05.08 13% -9%14 Yahoo! TV 798 0.02.26 -22% -3%15 Radio Deejay 701 0.08.45 -22% 33%

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 YouTube 19.135 1.12.45 6% 12%2 Rai 5.328 0.10.14 2% -5%3 VEVO 4.945 0.05.25 3% 25%4 SKY.it 4.309 0.10.27 22% 13%5 iTunes 4.291 0.43.17 stable 20%6 La Gazzetta dello Sport 4.132 0.21.48 2% -5%7 VideoMediaset 3.187 0.12.45 -1% 3%8 La Repubblica TV 3.022 0.07.00 27% 58%9 MyMovies.it 3.021 0.06.01 7% -3%

10 Leonardo Musica 2.762 0.04.26 98% -5%11 William Hill 2.696 0.02.15 -19% 32%

12La Stampa Cultura e Spettacoli 2.647 0.04.18 207% 26%

13 SPIL Games Network 2.607 0.51.36 6% -43%14 Iminent.com 2.580 0.15.04 223% 89%15 Mediaset.it 2.329 0.04.57 -12% -36%

Source: Groupm Elaborations on Audiweb data – applications included

SPORT12,0 mio Unique Audience (+3% vs Feb ‘12)

55 min time per user (+11% vs Feb ‘12)

BETTING8,1 mio Unique Audience (-15% vs Feb ‘12)1H e 10 min time per user (+14% vs Feb ‘12)

Attached – Top Categories Sport and Betting

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 La Gazzetta dello Sport 4.205 0.21.48 2% -5%2 La Repubblica Sport 2.509 0.06.07 8% -6%3 Diretta.it 1.954 0.53.59 20% 80%4 Yahoo! Sports Websites 1.634 0.10.06 -13% -3%5 Corriere dello Sport 1.543 0.17.30 11% 5%6 Corriere Sport 1.504 0.03.58 8% 5%7 Sportmediaset 1.459 0.34.54 -3% -3%8 TuttoSport 1.331 0.26.44 -1% 2%9 Virgilio Sport 1.295 0.07.36 -25% -20%

10 Blogo Sport 1.242 0.02.12 54% -15%11 TuttoMercatoWeb.com 1.052 0.32.57 -19% 26%12 SKY.it Sport 1.027 0.11.49 31% -22%13 Fantagazzetta.com 933 0.31.45 10% -27%14 Calciomercato.it 879 0.06.29 76% 50%15 La Stampa Sport 854 0.04.42 0% -38%

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 William Hill 2.696 0.02.15 -19% 14%2 888.com 1.793 0.02.07 116% 32%3 Sisal 1.316 0.15.37 -55% -57%4 Lottomatica 1.141 0.23.19 -40% 59%5 paddypower.com 796 0.15.07 N.A. N.A6 bwin 614 0.28.46 N.A. N.A7 Betradar.com 577 0.24.44 -4% 66%8 BetClic 437 0.13.22 -46% 91%9 SNAI 401 0.53.30 -27% 63%

10 PokerStars.com 370 6.40.15 -11% -2%11 PLANET49 363 0.01.21 -49% -26%12 Gioco digitale 348 0.19.54 -68% -47%13 Superenalotto.com 346 0.04.40 128% 100%14 PartyPoker.it 307 0.00.37 -64% 201%15 Titanbet 304 0.05.30 316% -51%

Source: Groupm Elaborations on Audiweb data – applications included

MUSIC10,5 mio Unique Audience (+6% vs. Feb ‘12)

14 min time per user (+16% vs. Feb ‘12)

Attached – Top Categories Music and News

NEWS22,5 mio Unique Audience (+2% vs Feb ‘12)1 H 38 min time per user (+16% vs Feb ‘12)

# Description Audience .000

Time per person

Delta Audience Delta Time

1 VEVO 4.945 0.05.25 3% 25%2 Leonardo Musica 2.762 0.04.26 98% -5%3 Fanpage Spettacolo 2.115 0.06.17 963% 319%4 Virgilio Musica 806 0.03.59 -43% -17%5 Rumblefish 768 0.02.41 #VALUE! #VALUE!6 Airdave.it 473 0.01.31 -59% -24%7 AOL Music 457 0.43.47 -10% -13%8 Spotify 374 0.47.51 1868% 276%9 Last.fm 266 0.03.48 11% 3%

10 Metrolyrics 125 0.01.08 -37% -18%11 Deezer 354 0.02.43 705% -48%12 Sony Music 323 0.01.34 6% -35%13 Jango Music 321 0.02.07 -9% 14%14 rockol.it 277 0.02.21 -24% -33%15 SoundCloud 274 0.06.25 1% 43%

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 La Repubblica 10.189 0.28.57 8% 5%2 Corriere della Sera 8.888 0.27.18 3% 14%3 Blogo.it 7.054 0.04.39 12% -4%4 Libero News 6.984 0.12.08 20% -26%5 TGCOM24 6.209 0.14.50 1% 6%6 La Stampa.it 5.855 0.11.11 56% -4%7 Quotidiano.net 5.271 0.05.57 12% 7%8 Nanopress 4.503 0.03.29 11% 0%9 Liquida 4.215 0.04.43 32% -5%

10 Virgilio Local 4.139 0.01.56 39% -9%11 ANSA 3.780 0.12.40 6% -15%12 Citynews 3.706 0.05.20 68% -12%13 Fanpage 3.673 0.07.36 69% 84%14 Il Fatto Quotidiano 3.560 0.12.34 83% -25%15 Il Messaggero 2.979 0.08.47 89% 51%

Source: Groupm Elaborations on Audiweb data – applications included

E COMMERCE20,0 mio Unique Audience (+4% vs Feb ’12)1 H 12 min time per user (+6% vs Feb ’12)

Attached – Top Categories Travel and eCommerce

TRAVEL17,2 mio Unique Audience (-2% vs Feb’ 12)

33 min time per user (-7% vs Feb’ 12)

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 Google Maps 12.248 0.10.44 -9% -6%2 Trenitalia 3.146 0.07.37 -14% -45%3 TripAdvisor 3.950 0.07.03 34% 19%4 Priceline Network 2.976 0.12.31 -1% 54%5 eDreams 2.425 0.05.34 29% -6%6 ViaMichelin 1.533 0.05.35 -17% -10%7 Volagratis 1.405 0.06.59 -17% -1%8 Expedia 1.128 0.04.29 -21% -15%9 Ryanair.com 1.367 0.16.15 -11% 3%

10 Opodo 1.289 0.02.08 83% -1%11 Telepass 926 0.05.56 -36% 2%12 Google Earth 1.058 0.25.52 -20% 10%13 Italo treno 640 0.07.47 1678% 128%14 Wimdu 401 0.02.10 6% 20%15 Alitalia 934 0.10.39 -26% 33%

# Description Audience .000

Time per person

Delta Audience

Delta Time

1 eBay 9.758 0.37.46 19% -2%

2 Amazon 6.033 0.12.59 54% 43%

3 Groupon 5.949 0.08.17 -10% 12%

4 Subito.it 4.982 0.42.00 15% 21%

5 eBay Classifieds 4.388 0.14.22 20% -3%

6 Trova Prezzi 3.791 0.03.24 42% -14%

7 Kijiji 3.260 0.09.20 61% -9%

8 Ciao. 2.740 0.04.25 N.A. N.A.

9 Bakeca.it 2.670 0.07.58 30% -20%

10 Lidl 2.323 0.06.15 106% -30%

11 IBS 2.298 0.06.46 43% 20%

12 Privalia 2.111 0.13.24 10% -36%

13 Pixmania 2.103 0.02.50 52% -36%

14 Vivastreet 1.959 0.05.28 -5% 16%15 Media World 1.933 0.07.02 8% -9%

Source: Groupm Elaborations on Audiweb data – applications included

Attached – Top Categories Finance and Family&Lifestyle

FINANCE/INSURANCE16,0 mio Unique Audience (stable vs Feb ’12)

47 min time per user (-12% vs Feb ’12)

# Description Audience .000

Time per person

Delta Audience Delta Time

1 Il Sole 24 ORE 4.482 0.10.48 14% -13%2 UniCredit Banca 3.085 0.26.02 -9% 15%3 Gruppo Intesa Sanpaolo 2.844 0.36.01 -3% 8%4 Banco Posta 2.834 0.11.54 -19% 25%

5 PayPal 2.708 0.07.04 -3% 2%6 Leonardo Economia 2.672 0.03.09 48% 36%

7 SoldiOnline.it 1.767 0.04.40 63% 16%8 ING Direct 1.539 0.19.06 -13% 7%9 Yahoo! Finance Websites 1.471 0.08.15 11% -19%

10 Corriere Economia 1.361 0.05.24 -26% -20%11 Direct Line 1.350 0.05.24 66% -28%12 La Repubblica Economia 1.349 0.04.59 -29% -19%13 Fineco 1.097 0.49.35 8% -21%14 Facile.it 1.056 0.06.01 27% 1%15 CartaSi 1.005 0.08.16 -8% 2%

# Description Audience .000

Time per person

Delta Audience Delta Time

1 Pianetadonna.it 6.629 0.06.38 38% 11%2 alfemminile.com 5.179 0.06.54 2% -11%3 Donna Moderna 4.761 0.06.43 45% 8%4 Leonardo Donne 2.942 0.04.47 8% 12%5 Leiweb 2.929 0.05.04 75% -45%

6 Nanopress Donna 2.873 0.02.46 27% -22%7 Blogo Donna 2.155 0.02.18 40% 10%8 Gioco.it 2.151 0.43.50 -1% -25%9 Virgilio Donne 1.753 0.07.00 -12% -4%

10 La Stampa Salute 1.692 0.03.58 N.A. N.A.

11 D - la Repubblica 1.580 0.06.35 -21% 28%12 Leonardo Salute 1.571 0.02.19 N.A. N.A.13 Style.it 1.566 0.05.15 -14% -19%

14 ELLE Network 1.456 0.03.16 96% 30%15 Disney Online 1.392 0.22.30 38% 11%

FAMILY AND LIFESTYLES18,7 mio Unique Audience

39 min time per user

A partire dal mese di aprile 2012 sono stati introdotti all’interno della categoria alcuni siti precedentemente inseriti ad altre categorie, come

ad esempio Pianetadonna.it e Donna Moderna. A causa di tale cambiamento non è possibile valutare la performance della categoria

rispetto all’omologo 2011, mentre il confronto è valido per i siti.

Source: Groupm Elaborations on Audiweb data – applications included

AUTOMOTIVE9,5 mio Unique Audience (+1% vs Feb ’12)

30 min time per user (stable vs Feb ’12)

Attached – Top Categories Automotive

# Description Audience .000 Time per person Delta Audience Delta Time

1 AutoScout24.it 2.382 0.26.01 41% -12%2 Subito.it - Veicoli 1.870 0.32.40 8% 2%

3 Quattroruote 1.119 0.09.51 -19% -11%4 Motori.it 1.029 0.03.19 197% -31%5 Virgilio Auto e Moto 936 0.03.38 9% -30%

6 mobile.international 813 0.11.27 25% 28%7 Trovit Cars 766 0.06.29 0% 136%

8 Volkswagen 709 0.04.58 6% -31%9 Fiat 695 0.07.51 -47% 33%

10 OmniAuto.it 691 0.01.46 8% -8%11 Leonardo Auto e Moto 661 0.02.08 2% -38%12 La Repubblica Motori 658 0.04.00 -35% -9%

13 Blogo Motori 609 0.06.30 -45% 31%14 Ford 597 0.05.42 29% -29%15 Corriere Motori 505 0.05.00 -1% 57%

Attached – Object Video

Source: Groupm Elaborations on Audiweb data – Object Video

AUDIWEB OBJECT VIDEO – Unduplicated Audience6,4 mio Unique Audience (+8% vs Feb ‘12)

28 min time per user (-8% vs Feb ’12)

# Description Audience .000 Time per person Delta Audience Delta Time

1 La Repubblica 2.265 0.08.18 -20% 6%2 Corriere della Sera 2.774 0.10.56 30% 6%3 Rai 2.043 0.40.06 34% -47%4 La Gazzetta dello Sport 872 0.07.03 1% -30%5 SKY.it 852 0.42.05 56% 157%6 DeAbyDay 285 0.02.00 -13% -46%7 Libero Quotidiano 363 0.05.46 N.A. N.A.8 Il Sole 24 ORE 174 0.03.34 N.A. N.A.

45