Key numbers for the Italian Internet market 2008-2009
Posted by Manuela Barreto @ January 22nd, 2010 in Marketing Analysis
In 2008, the scenario that Nielsen painted for us with regards to the Internet industry in Italy was one which emphasized on the explosive phenomenon of communities, social networks, forums and blogs.
This past December, the results provided by the media research company were characterized instead by the continuing growth of online news, gaming sites, gambling and online videos.
However, this doesn’t mean social media sites have taken a secondary role within the Italian interactive landscape, on the contrary, Facebook, for instance, is amongst the first most visited websites with an annual growth rate of 55% from 2008 to Dec. 2009.
If we compare the most visited categories in the month of December 2009 with that of December 2008, we find that video and movie sites have earned a position, ranking in fifth place with a total of 14 million users and a growth annual rate of 18%. Online news sites rank seventh with 13.2 million visitors, experiencing an increase of 20% since Dec. 2008.
In terms of percentages, the categories with the highest growth in the last year were the online gambling and betting sites, which witnessed an explosion soon after their legalization early last year. Just over 10% of Italian internet users visited these types of sites in the beginning of 2008. The number has tripled since then.
E-commerce sites also witnessed a boom in total numbers of visits, (particularly during the holiday season), some of which can be attributed to 11.6 million Italian web users- 5% up from 2008.
2009 represented a very positive year for the Internet industry overall. The number of Internet users increased to a total of 23.6 million individuals (up 7% from the previous year) who go online at least once a day, spending a total of 29 hours a month surfing the net from their homes or offices- that’s about 3 hours more than December 2008.
These numbers should give marketers a clear understanding of the new competitive scenario within the online Italian market and help them decipher where to reach their qualified target audience in order to effectively plan their online marketing and promotional campaigns on specific channels.
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