Italians online – Nielsen Online data November 2007

Nielsen Online released data on the Italian market for November 2007:

  • 9 million active users from the workplace
  • 23 million users who made at least 1 connection to the Internet during the entire month, increased to 24,5 million users when considering applications such as Instant messengers, audio/video reproduction, VOIP, and Google Earth) – up 3 % from previous month
  • Metrics related to online information consumption remain substantially stable with 31 sessions and 1.600 pages, and a total of nearly 22 hours spent online
  • The trend for 2007 is an increase of 4 million users and the amount of time spent online – up 23%
  • 80% of all users rely on “fast access” to the Internet responsible for 92% of all page views and 87% of all time spent online
  • 58% of users are male 42% female, the latter showing a higher growth rate
  • The age group 12-17 showed a significant increase (+24%) reaching nearly 2 million
  • The age group 35-49 reached 8,3 million a 52% increase w.r.t 2006

Top 10 brands for November 2007 are:

  1. Google with 81.4% reach
  2. MSN/Windows Live with 50.8% reach
  3. Alice with 45.0% reach
  4. Libero with 43.6% reach
  5. YAHOO! with 42.0% reach
  6. eBay with 35.6% reach
  7. Wikipedia with 34.3% reach
  8. Microsoft with 28.7% reach
  9. YouTube with 28.6% reach
  10. SeatPG Directories Online with 24.1% reach

Top 10 Internet Applications for November 2007 are:

  1. MSN Messenger Service with 49.3% reach
  2. Windows Media Player with 48.7%
  3. eMule with 32.3%
  4. Skype with 16.6%
  5. Apple QuickTime with 12.0%
  6. iTunes with 10.3%
  7. VideoLAN Client with 10.3%
  8. RealPlayer with 10.2%
  9. WinAmp with 10.1%
  10. Google Earth with 6.3%
  • Ecommerce growth shows signs of slow growth with a 6% increase over 2006 and a 44% penetration amongst users, still far from UK France or Germany where the average ranges between 60% and 67%
  • In this phase the Internet is a strategic research tool , a guide to assist the consumer in the decisional (purchasing) process.
  • The end of 2007 shows an increased attention to the social web , web 2.0 and blogs with 6,4 million consuming information on blogs.
  • Web 2.0 users spend an average 40% more time online with 57 sessions compared to the average 41

Source: Nielsen Online NetView, Internet

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