Our company is a nation of navigators, as we know, but also of television viewers. This could be, in a nutshell, the portrait of the relationship with the Italian media outlined by tenth Censis/UCSI report on communication (promoted by 3 Italia, Mediaset, Mondadori, Rai and Telecom Italia) presented today in the Senate.
The more or less good old television, in fact, is not affected in the least by the growth of other media, and does not retreat a single centimetre, but, on the contrary, its audience rises by 0,9%, getting closer and closer to a perfect coincidence with the totality of the Italian population (98,3%). The increase in the audience of satellite TV and mobile TV (+1,6% both) and of web TV (+1,2%) proceeds hand in hand. Next, among the most used media, is the radio, listened to by 83,3% of Italians.
Impetuous, as is natural given the evolution of the times, the growth of Internet users, increased by 9% over last year to 62,1%. Among them, two out of three (66%) are registered on Facebook (in 2011 they were 49%). This means that 41,3% of Italians have their own profile on Zuckerberg's social network, a percentage which rises to 79,9% if we consider the age group between 14 and 29 years.
The same goes for Youtube, "frequented" by 61,7% of surfers, i.e. 38,3% of the total population and 79,7% of young people. Thanks above all to smartphones, the percentage of Italians using a mobile phone is growing (+10%), now reaching 81,1%.
Then we arrive at the sore point of the relationship, with the drift of the printed paper that continues and increases. Newspapers, in fact, lose 2,3% of their readers, a share that rises if we only look at young people, while contacts from online newspapers grow by 2,1%, while only one out of two Italians (even less, 49,7%) reads at least one book a year.A nation of navigators and viewers, therefore. Not even talking about reading a book.
Attached is a summary of the report:
Attachments: Summary_for_printing.pdf
