Towards reopening: The end of «Phase 1»
Eighth Dossier – 8 May 2020 1 Italy towards reopening: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, the daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • Data collected from 27 April to 3 May are stable compared to previous period: «Phase 2» is here but citizens are still respecting restrictions • In the following weeks, the analysis will continue to evaluate the impact of mobility and activities «re-start» from May 3
• Mobility analysis is enriched thanks to Grandi Stazioni Retail data. Daily movements in major Italian railway stations are monitored. A small increase during the last days of «phase 1» has been detected
2 Turin: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
1.800.000
1.600.000 PHASE 1
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 17-23 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 20-26 27-3 gen gen feb feb marz mar mar apr apr mag
Turin Piazza San Carlo Turin railway station
3 AdCity elaboration – Net daily Data, Sundays excluded Milan: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
4.000.000 PHASE 1 3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 17-23 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 20-26 27-3 gen gen feb feb marz mar mar apr apr mag
Milan Piazza Duomo Milan Central railway Station
4 AdCity elaboration – Net daily Data, Sundays excluded Rome: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
4.000.000 PHASE 1 3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 17-23 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 20-26 27-3 gen gen feb feb marz mar mar apr apr mag
Rome Colosseo Rome Termini railway station
5 AdCity elaboration – Net daily Data, Sundays excluded Naples: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
2.500.000 PHASE 1
2.000.000
1.500.000
1.000.000
500.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 17-23 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 20-26 27-3 gen gen feb feb marz mar mar apr apr mag
Naple railway Station Naples Vittorio Emanuele
6 AdCity elaboration – Net daily Data, Sundays excluded Palermo: average daily net contacts
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
1.600.000 PHASE 1 1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0 6-12 gen 13-19 20-26 27-2 feb 3-9 feb 10-16 17-23 24- 1 2-8 mar 9-15 mar 16-22 23-29 30-5 apr 6-12 apr 13-19 20-26 27-3 gen gen feb feb marz mar mar apr apr mag
Palermo cathedral Palermo railway Station
7 AdCity elaboration – Net daily Data, Sundays excluded Increase in visitors during the last week of «phase 1» - May 1st included. A hopeful sign right before the start of «phase 2»
+4,7% Analysis of NTW_Net people per single week Time period 23/3-3/5 2020
1° week 2° week 3° week 4° week 5° week 6° week
During last week a traffic increase as been detected: +4,7% of visitors compared to the first week analysed
«Phase 2» impacts will be analysed from the next extraction
8 Grandi Stazioni Retail Elaboration On a daily basis, there is a more sustained increase during weekdays
This is determined by a more consistent flow detected during
weekdays : day/net 222k (6° week) vs 202k (1° week) And Sunday: day/net 167k (6° week) vs 158k (1°week)
day/net weekdays day/net Sunday +9,9% +5,6%
1° week 2° week 3° week 4° week 5° week 6° week
9 Grandi Stazioni Retail Elaboration Total digital audience increases by 3% during March, with a special attention to users from desktops
Monthly Unique Users per device (.000)
50.000 44.740 45.000 43.318
40.000 37.614 37.619
35.000 30.604 30.000 27.515
25.000
20.000 +0% 15.000 +3% +11%
10.000 7.294 7.227 5.000 -1%
0 Total Digital Audience Desktop Smartphone Tablet
February March
10 Havas Media Elaboration of Audiweb Data New digital users are mainly kids: involved with e-learning activities
Monthly Unique Users per device (.000)
6.000
+43,8%
5.165 5.115
5.000
4.673
4.637 4.620
+33,1% 4.530
4.335
4.225
4.204
4.114 3.911
4.000 3.886
3.683
3.614
3.170
3.051 2.924
3.000 2.878
2.369
2.326 1.893 1.888 +8,2% 2.000 +5,8%1.784 +3,2% +3,9% 1.316 +1,6% +2,2% +2,6% 1.166 +0,6%
-1,0% +0,4% 886 876 -1,8% -1,9% 1.000 819
0 2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+
February March Variation % March vs February
11 Havas Media Elaboration of Audiweb Data Penetration close to 100% for population between 21 and 49 y/o
Penetration % per age group
99%
99%
99% 99% 99%
99%
98%
98%
98%
97% 97%
100% 97%
94%
92%
92%
92%
91% 89%
90%
84% 82%
80% 66%
70% 65%
60% 53%
50% 39%
40% 31%
30% 22%
20%
14% 13% 10%
0% 2-12 13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-74 75+
February March
12 Havas Media Elaboration of Audiweb Data The time spent online has increased by 10%
Time Spent online per device (hours:minutes:seconds per user per month)
120:00:00 113:45:56 109:42:10 108:00:00 103:18:14 101:08:03
96:00:00
84:00:00
72:00:00
60:00:00
48:00:00 45:06:34 35:42:41 36:00:00
24:00:00 20:48:49 +10% 14:54:47 +8% +26% 12:00:00 +40% 0:00:00 Total Digital Audience Desktop Smartphone Tablet
February March
13 Havas Media Elaboration of Audiweb Data Video fruition online has grown of 25%
Time Spent online per device (hours:minutes:seconds per user per month) – Video content
01:04:48 00:58:39 00:57:36
00:50:24 00:47:00 00:42:01 00:43:12 00:40:35
00:36:00 00:32:26 00:27:46 00:28:41 00:28:48 00:24:50
00:21:36 +25% +30% +12% +41%
00:14:24 AVERAGE AVERAGE AVERAGE AVERAGE STREAM STREAM 00:07:12 STREAM STREAM TIME: TIME: TIME: TIME 3m 28’ 3m 25’ 3m 03’ 7m 53’ 00:00:00 Total Digital Audience Desktop Smartphone Tablet
February March
14 Havas Media Elaboration of Audiweb Data Social and instant messaging are the most positively impacted categories TOP CATEGORIES PER MINUTES VOLUME DELIVERED (billions) – March 2020 = 27h 31m per user per month 66,0 65,5
= 17h 39m per 46,7 utente sul mese
17,4 17,4 9,2 7,7 7,6 5,9 4,8 3,9 3,5 2,4 2,4 2,2 2,1 1,7 1,7 1,6 1,6 1,5 1,4 1,4 1,3 1,2
Decrease vs February Increase vs. February
15 Havas Media Elaboration of Audiweb Data News websites pageviews are on the raise: Corriere della Sera was used more than Whatsapp in March, il Messaggero surpasses Instagram
TOP 25 WEBSITES PER NUMBERS OF UNIQUE USERS (millions) – March 2020
43,8 39,1 38,6 35,4 33,9 33,7 33,5 32,4 29,9 28,8 25,8 25,2 25,1 24,8 24,2 24,0 21,8 21,8 21,2 21,2 20,5 20,0 19,6 19,0 18,2
Increase vs February 16 Havas Media Elaboration of Audiweb Data RaiPlay is the most used platform
TOP 25 VIDEO PLATFORMS PER MINUTES VOLUME OF USAGE (millions) – March 2020 = 1h 28m per user per month 902 810 = 54m per user per Note: the ranking includes only video apps month with Audiweb TAG/SDK for audience measurement. This is why apps of editors as Discovery Media and Sky Media, and YouTube are missing
190 169 130 72 60 54 53 42 21 19 13 12 11 10 8 7 6 5 3 3 3 3 2
Increase vs February
17 Havas Media Elaboration of Audiweb Data Whatsapp and Facebook are the most used apps
TOP 25 APPS PER MINUTES VOLUME OF USAGE (billions) – March 2020
= 30h 53m per user 58,6 per month
= 20h 14m per 33,9 utente sul mese
11,3 11,2 10,4 10,3 5,1 5,1 5,0 4,8 2,9 2,4 2,1 2,0 1,8 1,7 1,5 1,4 1,4 1,4 1,4 1,3 1,2 1,1 1,1
Decrease vs February Increase vs February
18 Havas Media Elaboration of Audiweb Data Update: TV audience exceeds 31% (out of total individuals) compared to the same period in 2019
TV AUDIENCE PER AVERAGE MINUTE
25,0 Milioni
20,0
15,0 2020 vs 2019 during the week of 26 April – 2 May
10,0
5,0
0,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 2020 2019
19 Havas Media eleboration on Auditel data Update: news websites pageviews keep decreasing
PAGEVIEWS ON MAIN NEWS WEBSITES
200
180 Milioni 160
140
120
100
80
60
40 DATA NOT YET RELEASED 20 BY AUDIWE -
Corriere della Sera La Repubblica TGCOM24 Il Messaggero Fanpage La Gazzetta dello Sport La Stampa.it ALTRI
20 Havas Media Elaboration on Audiweb data Takeouts and opportunities
• The lockdown has drastically reduced Italians’ mobility: levels of last week of “phase 1” – May 1st included - are stable. AdCity and Grandi Stazioni Retail data analysis will let us monitor the «restart» of the country
• March Audiweb data show an increase in total digital audience, mainly due to kids' segment, involved through e-learning activities. Time spent online grows of 10%; the fruition of videos increased by 25%. Traffic generated through Desktops is the main beneficiary of the lockdown
• Time spent online mainly on social networks and instant messaging services. Pageviews on news websites are increasing too, ranking in a higher position during March. Within Audiweb analysis RaiPlay is the most used video platform
• TV audience exceeds 31% compared to the same period in 2019. The difference reaches +40% on 25-54 y/o target and +60% on kids 8-14
21