Aldo Agostinelli

Finally, it has happened: last April, in Italy, the so-called “mobile only’, i.e. the use of mobile devices for connecting to the internet and surfing it, overtook desktop connections.

The news was reported by Nielsen, which has also provided some details about the total digital audience, a formula indicating the users who, in a given period, have connected to the internet at least once by using a pc, a tablet or a smartphone. Read it in Italian

This is no surprise, though: the latest report issued the “Osservatorio Internet Media” of Politecnico of Milan, made in partnership with IAB Italia, focusing on advertising, had already made it easy to forecast this change in the PCs-mobile ratio (see “Internet advertising: all the figures of a long-forecast growth” for more details)

According to the data collected by Nielsen, last April over 30,4 million Italians, women especially (84,4% against 74% of males), connected to the web by using their smartphones or tablets.

In the average, Italian users spent 2 days, 8 hours and 24 minutes surfing the net using their mobile devices. On an average day, instead, 23,7 million Italians used their desktop PCs, smartphones and tablets, for about 2 hours and 25 minutes, net of all  multi-device connections. Such audience was composed of 10,2 million underage users (+2 years) who mainly used their desktop PCs, while 21,2 million people aged between 18-74 used their mobile devices, and among the latter 13,5 million people made an exclusive use of on the go connection.

Furthermore, 80% of the time spent online is spent by using a smartphone or a tablet.

More or less everybody, regardless their age and gender, loves mobile internet connection, but the real aficionados are people aged between 18-24 who devote 91,5% of the time they spend only to mobile-only connection, people aged between 25-34 for whom such percentage reaches 84% and, as previously said, women especially.

93,7% of users connect to the web to use a search engine, while 90,9% of users visit websites and communities. 87% of users take advantage of internet tools and web services, and 83,4% watch videos and films online.
Instant messaging systems are used by 77,5% of users (23,6 million users per months) while emails are read and sent by 74,3% of users.

Last but not least, one last piece of information about e-shopping, which shall keep marketers satisfied: 72,8% of users, i.e. 22,2 million people, shop online or visit eCommerce websites. Such figures are so relevant that they should convince those who have not done it, yet to adjust their services accordingly!

What do you think about such data about the total digital audience? Do you think they are reliable? And as marketers, which strategies have you adopted or are you going to adopt? Tweet me @agostinellialdo.

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Aldo Agostinelli