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DIGITAL MARKETING FORUM 2013 Numeri e trend digitali in Italia: quali opportunità?

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Al Digital Marketing Forum 2013 si parla di tendenze digitali in tutto il mondo. E in Italia? Federico Capeci porta alla ribalta un nuovo target, quello dei Silver Digital...

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DIGITAL MARKETING FORUM 2013 Numeri e trend digitali in Italia: quali opportunità?

  1. 1. Numeri e trend digitali in Italia: quali opportunità? Federico Capeci, Founder e AD Duepuntozero DOXA
  2. 2. 0,85% della popolazione mondiale (59,7 mio vs 7 mld) 33% con 55 anni e oltre (21% 65+) 51% utenti internet nel mese (75% accesso potenziale)
  3. 3. Fonte: Audiweb (media I° semestre 2013)
  4. 4. 98% (PY: 96%) 23% (11%) 58% (45%) Fonte: Italia2.0, Duepuntozero DOXA
  5. 5. @relazione Le opportunità in questo contesto?
  6. 6. #ascolto #risposta #dialogo Social listening Digital inisights Digital/social communication Customer Care CRM Co-creation
  7. 7. 3.000 4.000 5.000 6.000 7.000 8.000 gen-09 gen-10 gen-11 gen-12 +154% target ampio, in crescita, ricco….
  8. 8. 1% 4% 10% 19% 48% 17% 1% 0% 10% 20% 30% 40% 50% 60% 2-10 anni 11-17 anni 18-24 anni 25-34 anni 35-54 anni 55-74 anni Oltre 74 anni* % distribuzione all'interno dell'utenza internet 8% 32% 65% 78% 76% 35% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2-10 anni 11-17 anni 18-24 anni 25-34 anni 35-54 anni 55-74 anni Oltre 74 anni* % distribuzione di utenza internet all'interno della fascia 17% dell’utenza web oppure 1su3 è online? Fonte: Audiweb (media I° semestre 2013)
  9. 9. 5 mio utenti attivi nel mese medio (32% della popolazione) 1h08’ in media per connessione 92 pagine viste nel gg medio 7,8 mio utenti connessi (50% della popolazione 55+) Fonte: Audiweb (media I° semestre 2013)
  10. 10. Laurea Istruzione superiore Istruzione inferiore Elementare/nessuna 13% 31% 33% 23% 2/3 Uomini vs 1/3 Donne Fonte: Audiweb (media I° semestre 2013)
  11. 11. 54% 34% 14% 17% 36% 28% Fonte: Italia2.0, Duepuntozero DOX A (“uso spesso”) 1%
  12. 12. Baby Boomers • Sicuri di sé • Ambiziosi • Senso di comunità e famiglia • Ottimisti eppur cinici • Qualità della vita • Sensibili al denaro
  13. 13. Non più empty nester!
  14. 14. #mobilità (auto, viaggi, smartphone, …) #acquisti (shopping, couponing, ..) #cultura (cultura in senso stretto, attualità, tempo libero) #salute (benessere, malattie, prevenzione, wellness) #finanze (mantenimento, investimento, gestione…) #casa (casa, arredamento, tempo a casa…) #progettualità (crescita, formazione, nuovi orizzonti) #food (esplorazione, cura, condivisione, …)
  15. 15. Grazie! f.capeci@duepuntozeroresearch.it

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