eMarketer estimates there are 22.4 million people online in Spain in 2009, and 26.4 million in Italy. Both countries rank among the top 15 worldwide in number of Internet users.
The Italy and Spain Online report looks at why these two European economic powers lag their neighbors in Internet development.
Overall user numbers only tell part of the story.
Spain and Italy do not approach the Internet penetration levels of other major European countries such as the UK, France and Germany.
In Italy, the proportion of the total population using the Internet is just over 45% in 2009. Penetration in Spain is higher, at 55.3%, but not expected to match the usage level in France, for example, until 2013 or later.
Since large numbers of consumers in Italy and Spain remain offline, only a small proportion of total advertising spending in the countries goes to the online channel—and the vast majority of it is directed at the relatively young, affluent users who are online.
Key questions the “Italy and Spain Online” report answers:
- What are the current patterns of Internet usage in Italy and Spain?
- How rapidly is online advertising spending growing in these two countries?
- How are advertisers and marketers addressing the online audience in Italy and Spain?
- And many others…
eMarketer Reports—On Target and Up to Date
The Italy and Spain Online report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make fast, whip-smart business decisions.
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eMarketer estimates there are 22.4 million people online in Spain in 2009, and 26.4 million in Italy. Both countries rank among the top 15 worldwide in number of Internet users.
Executive Summary
Internet Users and Penetration in Select Countries in Europe, 2008-2013 (millions and % of population)
Key Questions
The eMarketer View
Attitudes of Marketers in Europe Toward Online Advertising, 2009 (% of respondents)
Italy
Internet Usage Summary
Internet Users and Penetration in Italy, 2008-2013 (millions and % of population)
Internet Users in Italy, by Age and Gender, December 2008 (% of respondents)
Internet Users in Italy, by Age and Gender, 2008 (% of respondents in each group)
Broadband Households and Penetration in Select Countries in Western Europe, 2008-2013 (millions and % of total households)
Percent of Leisure Time Spent Online by Internet Users in Select Countries, 2008
Top 10 Online Activities of Internet Users in Italy, 2007 & 2008 (% of respondents)
Online Advertising Spending
Advertising Spending in Italy, by Media, 2005-2009 (billions of €)
Advertising Spending Share in Select Countries in Western Europe, by Media, 2009 (% of total)
Spain
Internet Usage Summary
Internet Users and Penetration in Spain, 2008-2013 (millions and % of population)
Internet Users in Spain, by Experience Online, October-December 2008 (% of respondents)
Frequency of Internet Usage Among Internet Users in Spain, by Age and Gender, 2008 (% of respondents in each group)
Broadband Households in Spain, by Access Technology, 2008-2013 (thousands and % of total households)
Online Activities of Internet Users in Spain, October-December 2008 (% of respondents)
Online Advertising Spending
Advertising Spending Growth in Spain, by Media, 2009 & 2010 (% change)
Mobile Phone Subscriptions in Select Countries, 2002 & 2007 (millions and CAGR)
Case Studies
Italy
Spain
Conclusions
Related Information and Links
Related Links
Contact
Report Contributors
eMarketer estimates there are 22.4 million people online in Spain in 2009, and 26.4 million in Italy. Both countries rank among the top 15 worldwide in number of Internet users.
Asociación para la Investigación de Medios de Comunicación (AIMC) - Spain
Connexia
eMarketer
European Interactive Advertising Association (EIAA)
Eurostat
GroupM
IDATE
Istat-Istituto nazionale di statistica
JPMorgan
Nielsen Online
Office of Communications (Ofcom) - UK
School of Management Politecnico di Milano (MIP)
Synovate
TNS