Milan, 18 September 2009

The Framework

Technology (-) Technology (+)

Culture (-)

Culture (+)

The AxesThe Axes

Impact on purchases and

fruition

Digital Divide in Digital Divide in ItalyItaly2007 2008 2009

23%

25%

52%

28%

22%

50%

34%

21%

45%

heavy users

medium/lightusers

no users

11.6 mil.

14.5 mil.

17,7 mil.

12.7 mil.

11.4 mil.

10,7 mil.

26.6 mil.

25.7 mil.

23,1 mil.

Mainly individuals up to 44 years old, medium-

high education and salary. Officers,

managers, directors or students

Mainly individuals up to 54 years old, medium-

low education and salary. Employees, workers, traders.

Mainly individuals over 55 years old, low

education and salary. Housewives and

pensioners. South of Italy residents.

Base: Tot. Population: 14 yrs old or over 2007-2008-2009

% individuals connecting to the internet

Internet accessInternet accessSocio-demo Trend 2007/2009 Socio-demo Trend 2007/2009 by sex-ageby sex-age

+11pp

+12pp

+11pp

Base: Tot. Population, 14 yrs old or more 2007-2008-2009

20

07

Da

ta N

A

DONNE14-19

DONNE20-24

DONNE25-34

DONNE35-44

DONNE45-54

DONNE55-64

DONNE65+

UOMINI14-19

UOMINI20-24

UOMINI25-34

UOMINI35-44

UOMINI45-54

UOMINI55-64

UOMINI65+

2007 2008 2009

Absolute growth was

1,6%+8pp

+30pp

+7pp

+8pp

Content and communication on the netContent and communication on the netTrend 2007/2009Trend 2007/2009

% surfing at least once a week

Base: individuals connecting to the internet within the 3 yrs

20

07

Da

ta N

A

Base: Connecting to the internet 2008 and 2009

% of those interested in a topic

Interests on the netInterests on the netTrend 2008/2009Trend 2008/2009

4 4.3

2832

2008 2009

Base: Connecting to the internet and interested in at least one topic 2008 and 2009

Interaction means: actively participating into discussions, adding content like comments,

musical or audiovisual files, pictures

Number of topics of interest on the internet

% of individuals interacting in at least one topic

Who interacts on the internetWho interacts on the internetTrend 2008/2009Trend 2008/2009

Base: Connecting to the internet 2008 and 2009

The Italians’ “passions”The Italians’ “passions”

21

7

12

15

12

Listening to music Going to the movies and watching films

Watching TV Reading books

ITALY

31

1110

21

14

22

9 9

19

8

11

3

14

8

11

Heavy usersMedium/light usersNo user

Base: Tot. Population 14 yrs old or more

% answering: “it’s my passion”

Always on the news

Trend 2008/2009Trend 2008/2009

What Italians could easily do withoutWhat Italians could easily do without

% answering “I am not interested, I could easily do without”

23

43

18

34

14

25

49

19

34

16

Listening to music

2008 2009

Base: Tot. Population 14 yrs old or more

Going to the movies

and watching films

Watching TV Reading books Always on the news

Reading booksReading books

Base: Tot. Population > 14 yrs old

29 mil. individuals

31 mil. individuals

6056

2008 2009

% readers of at least one book in the last 12 months

Technology (-)

Culture (-)

Culture (+)

Technology (+)2007

Barycenter, map in 2007Barycenter, map in 2007

Technology (-)

Culture (-)

Culture (+)

Technology (+)2007

2007-2009: the Barycenter moves2007-2009: the Barycenter moves

2009

Technology (-) Technology (+)

Culture (-)

Culture (+)

ClusterCluster 2007 2007

Base: Tot. Popolazione con 14 anni o più

Sophisticated6.9 Mil.(13%)

Eclectics7.4 Mil.(14%)

Technofan8.9 mil.(17%)

TechnologicalAvanguarde

TV People15.5 Mil.

(31%)

Traditionals12.3 Mil.

(24%)Traditional

Matrix

The clustersThe clusters

An integrated vision of scenario data on new technologies and cultural consumption

identifies 5 different clusters within Italian population:

TV mass consumption and low cultural fruition TV People

Moderate cultural fruition and use of traditional technologies Traditionalists

Strong cultural consumption and moderate traditional technology Sophisticated

Strong disposition towards new technologies and firm inclination towards consumption of

cultural and entertainment content, Pc and web oriented Eclectics

Highly technological, devoted primarily to an exclusive playful use of new technologies

Technofan

the 30 % of population with greater technological (Eclectics and Technofan) can be sub-

divided in two groups, similar on the socio-demo level, but extremely dishomogeneous on

the cultural consumption level (those differences are more prominent as compared to

those in the less “technological” groups)

The classical segmentation variables are not sufficient to interpret the relation between

technological attitude and consumption of cultural and entertainment content

Compared to traditional media, new technologies tend to amplify the differences in terms

of attitude towards consumption

Technology (-) Technology (+)

Culture (-)

Culture (+)

Base: Tot. Population of 14 yrs old or more

Life passionsLife passions(variation index vs Italian average)(variation index vs Italian average)

EclecticsSophisticated

Traditionalists

TV People Technofan

Technology (-) Technology (+)

Culture (-)

Culture (+)

Base: Tot. Population of 14 yrs old or more

Purchase of at least 1 type of contentPurchase of at least 1 type of content(variation index vs Italian average)(variation index vs Italian average)

EclecticsSophisticated

Traditionalists

TV PeopleTechnofan

Technology (-) Technology (+)

Culture (-)

Culture (+)

Base: Tot. Population of 14 yrs old or more

ClusterCluster 20092009

Sophisticated5.3 Mil.

10%

Eclectics6.5 Mil.

12%

Technofan13.9 mil.

27%

TV People14.7 Mil.

28%

Traditionalists11.6 Mil.

22%

-2%

+10%-3%

-2%

-3%

TechnologicalAvanguarde

Traditional Matrix

The CommunitiesThe Communities

Technology (-) Technology (+)

Culture (-)

Culture (+)

Forum literatureGoogle results30-05-07 1.680.00015-07-09 1.470.000

Forum SoccerGoogle results30-05-07 1.940.00015-07-09 4.850.000

The “youngs”

40

58

2007 2009

Young technofansYoung technofans

58% of young people between 14 58% of young people between 14 and 24 yrs old are technofansand 24 yrs old are technofans

3,8 million individuals3,8 million individuals

% technofan individuals 14-24 yrs old

Base: Tot. Young people 14-24 yrs old

% “I am not interested, I could easily do without..”

What young people could What young people could easily do withouteasily do without

Trend 2008/2009Trend 2008/2009

Base: Tot. Population 14-19 yrs old

A Technoday for young people: morning afternoon

Com

pute

r

mob

ile

phon

e

Com

pute

r (in the

office

)

Home Moving

Rad

io (in

the

car)

Not

eboo

ks (in

col

lege)

Free

pre

ss (on

public

tran

spor

t)

FACEBOOK AND EMAIL CHECK

TVALWAYS ON AS SOUNDTRACK

WHILE LISTENING TO THE NEWS

SAFETY & POSITIVENESS

CURIOSITY – FIRST PLEASURE ORGANISATION OF THE DAY

DUTY AS A BACKGROUND COMPANY

CHECK AND START OF FILM DOWNLOADING (FOR THE

EVENING)

CHECK TEXT MESSAGES

WAKE-UP CALL

mob

ile

phon

e

LISTENING TO ONE-SELF, IDENTITY: I AM MUSICRECHARGING THROUGH RYTHM AND SOUNDS

LISTEN TO MUSIC FOR RELAXATION

LISTEN TO THE NEWS TO BE UPDATED AND CONNECT WITH

THE WHOLE WORLD

Study-Work

MINIMUM INFORMATION/NEWS

Reads headlines on front page, horoscope, cinema, events in

the city, sport (esp for males)

Cor

rier

e/Rep

ubblica

(at

bar

)

FUN BEFORE DUTY – NEED OF LIGHTNESS WITHIN THE SERIOUS “FORMAT”

COMMITMENT-SERIOUSNESS

IN PARALLEL AND SECRETLY Facebook

Surfing on entertaining/fun websites

iTou

ch

GAMES AND ENTERTAIN

MENT

The ANTI-BOREDOM PF THE LESSON with mandatory attendance

SPEEDY MSN Not to

waste time and mainly to organise the evening

THE FREE MOMENT while on duty

CHECK HOROSCOPE

Sca

nner

(in

the

office

)

mob

ile

phon

e

GOOD MORNING

FOR LOVERS

PLEASANT INTIMACY

“STOLEN PLEASURE”(Facebook Aand private email)ONGOING UPDATE

DUTIES Check of mail

Download of filesOutlook and Excel

work related websites

Scanning and photocopying

THE LESSON

READ NEWS ONLINE(Corriere - Repubblica -

Gazzetta)LISTEN TO MUSIC FOR RELAXATION

iPod

/It

ouch

(on

byk

e &

wal

king)

iPod

(on

byk

e &

wal

king)

mob

ile

phon

e

Com

pute

r

HomeMoving

Rad

io (in

the

car)

TV

and

boo

k

DISTENSIONE e EUFORIA per la fine del dovere - LA MENTE IN AVANTI E LA VOGLIA DI TORNARE A CASA

LISTEN, ELAX AND THINK

AT THE SAME TIME WITH TV:MULTITASKING USE

Facebook, email, chats, games, Making comments, watching pictures,

gossip, minding other people’s business, surfing through the news

+LISTEN/DOWNLOAD MUSIC

HAVE FUN WITH THE QUIZ while waiting for the news…

COMPANY AND RELAXBACKGROUNDSERENE CONCENTRATION

LIBERATING EXPLOSIONPURE FUN ANDCHALLENGE

AT OWN HOME OR AT FRIENDS’Meeting among malesA complet detachThe show starts and goes on ‘til late

Boo

k

ALONEFUN AND GAMES (Facebook)

EVASION BEFORE DREAMING

Pla

y / W

ii

SHARING: JUMP IN RELATIONS, EXTENSION TO FRIENDSHIP, AFFECTIONS, CURIOSITY, FUN, ORGANISATION

AT THE SAME TIME WITH TV AND PC:

THE PHONE, TO HEAR THE BELOVED VOICE

After dinner

Com

pute

r

HOME ALONE: WATCH THE DOWNLOADED FILM OR THEEmotional involvement with the heroes and their stories

EMOTIONSLIVING AS PROTAGONISTS:IDENTIFICATION AND PROJECTION

AT HOME WATCHING TVEntertainment showsMind’s automatic “Switch-off”

IN BED

TV

PURE RELAXABANDONMENTINERZIA

FOLLOWING THE NEWS at dinner with the parents of alone, while preparing dinner

mob

ile

phon

e (c

inem

a,

bar

s, fri

end’s

hou

se)

OUT OF THE HOUSE to be safe and to make parents relax

ANTIPANICSAFETYORGANISATION

A MINORITYWith a book on the bed, while waiting for dinner to be ready

BOOK as EVASION

THE COUPLE AT HOME WATCHING TV TV-series or, less frequently, films

A Technoday for young people: afternoonevening

Impact on purchases

MusicMusicTrend 2007/2009Trend 2007/2009

% “declared” purchased quantity

How many?

Base: buyers – last 3 yrs

25 mil. 21 mil. 18 mil.

49

4135

2007 2008 2009

50

24

14 12

55

27

9 8

57

25

117

Less than 3 Btw 4 & 5 More than 10

% “declaring” purchase of original cd

and musical dvd, during the year

Base: Tot Population 14 yrs old or more in the 3 yrs

Btw 6 & 10

Base: Those who purchased of DVD in the last 12 months

Film Purchase - DVDFilm Purchase - DVD Trend 2008/2009Trend 2008/2009

How many?

Base: Tot Population 14 yrs old or more in the 2 yrs

12 mil.14 mil.

% “declaring” purchase of original

non musical dvd, during the year

27

22

2008 2009 % “declared” purchased quantity

76

14

5 5

74

15

5 6

da 1 a 5 da 6 a 10 da 11 a 15 più di 15

Film Film –– Rental DVD Rental DVD Trend 2008/2009Trend 2008/2009

How many?

10 mil.13 mil.

51

25

1014

56

20

12 12

da 1 a 5 da 6 a 10 da 11 a 15 più di 15

25

20

2008 2009

% “declaring” rental of original non musical dvd, during the year

% “declared” rental quantity

Base: Tot Population 14 yrs old or more in the 2 yrs Base: Those who rented DVD in the last 12 months

Base: Those who went to the cinema in the last 12 months

Film - CinemaFilm - CinemaTrend 2008/2009Trend 2008/2009

How many times?

24,3 mil.25,6 mil.

50 47

2008 2009

% “declaring” cinema attendance during the

year

% “declared” frequency of cinema

attendance

Base: Tot Population 14 yrs old or more in the 2 yrs

Base: Those who purchased books in the last 12 months

BooksBooksTrend 2008/2009Trend 2008/2009

How many?

23 mil.25 mil.

46

30

11 12

48

28

11 13

da 1 a 3 da 4 a 7 da 8 a 11 più di 12

48 45

2008 2009

% “declaring” a purchase of at least one book during the

year

% “declared” quantity of books

purchased

Base: Tot Population 14 yrs old or more in the 2 yrs

Future prospects

Opinions on technologies Opinions on technologies

% answering “I agree very much”

Base: Tot. Population 14 yrs old or more 2007 2008 and 2009

2007

NA

2007

NA

2008

NA

25% of the Italians is ready to pay for 25% of the Italians is ready to pay for those items/content now available for freethose items/content now available for free

Base: Connecting to internet – 28 mil.

7 millions of individuals 7,5 millions of individuals

3 millions of individuals

How much will you be interested in... (% answering: very much, more, average)

Differences between Eclectics and technofanDifferences between Eclectics and technofanHow much will you be interested in... (% answering: very much, more, average)

26 27

12

Buy a subscription to an on-line service providing unlimited access to films

Buy a subscription to an on-line service providing unlimited access to music

Buy a subscription to a mobile service providing

unlimited access to music

12

15

26 27

3638 Italia Technofan Eclectics

Base: Connecting to internet – 28 mil.

L’e-bookL’e-bookWill you read on the screen of……Will you read on the screen of……

Study/Work book

Entertainment book

Base: Mobile User 45 mil.

Base: Computer User 29 mil.

28

14

13

4

mobile

17

6

10

2

Computer screen mobile

Computer screen

4 mil individuals

1,7 mil Individuals

1,8 mil Individuals

9 thousands Individuals

% Probably yes % Absolutely yes

Final food for thought

• Analysing the relation between new technologies and content fruition, two opposite dynamics emerge:– The first one, positive, in which technology serves as a stimulus/opportunity, thanks to the

unlimited access to information and content– The second one, negative, in which traditional contents are substituted by others with less

added value (throwaway content)

• In the absence of a real project management for the whole System (schools, enterprises, politics, etc.), the second dynamic will be prevailing, especially for the new generations

• This trend has an evident but not irreversible impact on purchases the use of new technologies by the eclectics generates a virtuous relation for the content market:– Internet can be an unfair competitor (p2p)– But also a channel and a drive for purchases– The new technological platforms, in general, tend to activate new means of content

fruition

• There are weak signs showing emerging opportunities for the market

Thank you for your attention