Adults Dominate Among Italy's Daily Web Users - eMarketer

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Adults Dominate Among Italy's Daily Web Users

Those 74 and older log on for about 45 minutes per day

October 7, 2013

In July 2013, older adults of working age (35 to 54) were much more likely to use the internet daily than any other age group in Italy, according to monitoring firm Audiweb. Nearly half (48.1%) of daily users were in this age bracket.

A further 18.9% of daily web users were between 25 and 34 years old, and 9.9% were between ages 18 and 24, for a total of 28.8% of daily users. The combination of those two younger age groups approaches the 20-year span of the 35-to-54 bracket. An additional 16.9% of those who went online every day were between 55 and 74 years old.

Internet users ages 18 to 24 did register the highest average number of daily page views per person, at 143, compared with 116 page views among their counterparts ages 35 to 54. The 18-to-24 segment also spent 15 minutes longer online each day than the older group, with average time on the internet pegged at 1 hour and 32 minutes for the younger adults.

The figures are based on daily navigation statistics reported by publishers enrolled in Audiweb.

Internet User Metrics in Italy, by Age, July 2013

These figures tend to reinforce the view that the internet is gradually reaching the extreme ends of the age spectrum in Italy, even as the online population is expanding relatively slowly. eMarketer predicts that the annual growth rate will drop below 4% in 2014, and fall to 2.5% in 2017.

Internet Users and Penetration in Italy, 2011-2017 (millions, % of population and % change)

Italy is lagging far behind in overall internet penetration compared to the rest of Western Europe, and that does not look set to change anytime soon. In the UK, for example, 75% of the population will be online in 2013, eMarketer estimates. That’s compared to Italy, where only 53.1% of the population will access the web on at least a monthly basis this year—the lowest penetration rate in Western Europe. In 2017, an average 71.7% of the population in Western Europe will use the web regularly. In Italy, penetration will remain just under 60% that year.

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