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TV top media, young Italians on Facebook

TV top media, young Italians on Facebook

Internet also growing in popularity, according to Censis

Rome, 26 March 2015, 19:24

ANSA Editorial

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Smart phones and tablets are increasingly popular though television remains the most popular media in Italy, according to the 12th media report carried out by market researcher group Censis together with the Italian Catholic Press Union and released on Thursday.
    The report, which was promoted by state broadcaster RAI together with private media conglomerate Mediaset and telecom company Telecom Italia, also highlighted the growing use of the internet and Facebook among young Italians.
    Meanwhile the longstanding crisis of print journalism and books continues, according to the survey, which highlighted a deep rift in the country between the young and elderly in the use of the web, especially to access services and to buy online.
    Overall, internet users grew 7.4% in 2015 from 2013, reaching a record 70.9% of the Italian population.
    Nevertheless, the survey noted, only 5.2% used ultra-wide band connections.
    Meanwhile, the popularity of social networks has spiked with 50.3% of the population on Facebook, 42% on YouTube and 10.1% on Twitter.
    Television is used by an overwhelming 96.7% of Italians, said the report, noting the growing popularity of new broadcasters like web TVs - which boast 23.7% of users, while 42.4% watch satellite television.
    The radio remains popular - for 83.9% - while the use of smart phones continues to increase, up 12.9% with 52.8% of Italians regularly using one, while tablet users have doubled in two years and are today accessed by 26.6% of Italians.
    Print journalism meanwhile has not registered a reversal in the ongoing negative trend, with newspaper readers continuing to decrease - down 1.6% on 2013 - while weeklies and monthlies have managed to maintain their readership.
    Online dailies and other online media outlets have grown respectively by 2.6% and 4.9%.
    After a significant crisis registered over the past few years, books have also failed to recover - readers have gone down 0.7% - and only 51.4% of Italians polled saying they read at least a book over the past year.
    Overall, the top five sources of information in Italy, according to the survey, were newscasts - used by 76.5% - radio bulletins - 52% - internet sources - 51.4% - news channels - 50.9% - and Facebook - 43.7%.
    All-news channels have grown 34.6% since 2011, Facebook has gone up 16.9%, smart phone Apps 16.7%, YouTube 10.9% and research engines 10%, the survey also noted.
    However, the hierarchy of news sources drastically changed among young Italians with Facebook topping the list for 71.1%, followed by Google for 68.7% and newscasts for 68.5%.
    Another phenomenon highlighted by the poll was the growing use of the internet for practical purposes, like looking for a specific street or area - for 60.4% of web users.
    Internet was also widely used to find information on companies, products and services - 56% - followed by home banking - 46.2% - and listening to music - 43.9% for the overall population, which rose to 69.9% for the new generations.
    Overall, 43.5% of web users - over 15 million Italians - buy online with 37.1% of those polled saying they believe they can save money and 32.8% noting it's less time consuming.
    Nevertheless, only 17.1% of internet users turned to the web to deal with public offices.
   

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