Italians spend more time online. Rainews is booming on social media

Those who retain users for the longest time in front of the desktop and smartphone screen are, also in Italy, the technological giants such as Meta (19 hours average monthly per user) Alphabet (15 hours average monthly) but also Spotify (12 and a half hours) and ByteDance, the parent company of TikTok (8 hours and a half average monthly) as confirmed by the “Digital Properties” ranking, which takes into consideration the audience of the entire group of the same publisher in the different channels, in which we find the most spaced out on this specific parameter Sky Italia and Rai Sites with 36 minutes and 35 minutes spent monthly per user respectively.

Looking at audience data, the editorial brands that reached the most unique monthly users in December are confirmed as CityNews (61 local online newspapers) at 29.9 million (-5% on November) which surpasses RaiNews at 27.7 million (-20%). Followed by Giallo Zafferano with 26 million unique users (+8% on November) and Sky TG24 with 22.4 million unique users (-5%).

For all these four publications, the only ones in December to exceed 20 million unique users, in addition to the desktop and mobile component, the social component played a decisive role which in the case of RaiNews is even the main component with 15.7 million incremental users, i.e. people reached exclusively through the distribution of content on social platforms that do not pass through web domains. A dynamic which for RaiNews generated a “Social Incremental Reach” of 131%, among the highest recorded by all the editorial brands that have implemented this type of measurement.

Among the other newspapers we note: Fanpage with 19 million unique users (with a minimum decrease of 1% on the November figure), Vanity Fair 13.4 million unique users (-3%), Sky Sport Sites 18.5 million (-15%), Il Fatto Quotidiano 10.4 million (+11%).

If the editorial brands linked to News, Sport and Lifestyle show a widespread decline in audiences, on the other hand it is the Food sector, as per tradition in the month of the Christmas holidays, that benefits from a significant increase in audience levels.

In addition to the aforementioned GialloZafferano, Fatto in Casa da Benedetta also recorded a +24% on November, reaching 10.3 million unique users, while La Cucina Italiana reached 7.4 million with an increase of 67%. Even for all these three publications, the distribution of content on social platforms had an important role in increasing unique users but with decidedly different weights: for Giallo Zafferano the “Social Incremental Reach” was 38%, for La Cucina Italiana it was 84% ​​and for Fatto In Casa da Benedetta it was 108%.