Comscore, 46 million Italians online in November, with Rainews and Citinews in the lead

The data therefore confirms a picture of the Italian market close to saturation as regards the overall audience in which the internal dynamics and changes in the balance of power between the various publishing brands occur within a now stable user base where the social component plays an increasingly important role.

The “Digital Properties” ranking, which takes into consideration the audience of the entire group of the same publisher in the different channels, is a key indicator of the general context: two global giants maintain their primacy in the first two places in the first two places both in terms of monthly unique visitors and in average time spent per user: the Alphabet universe with an audience of 44.76 million users who spend an average of 15 hours in the month and Facebook with an audience of 39.27 units and an average monthly time per user of 19 hours. (ALL RESULTS)

The specific weight of the main players emerges from the Reach data, which measures the penetration capacity of the entire Italian digital population. In a market where almost all users (97%) interact with the Alphabet ecosystem, in the information sector RaiNews and Citynews intercept respectively 74.6% and 68.7% of the total online audience, around seven out of ten Italians.

The “Social Incremental Reach” – the Comscore metric that measures how many unique users additional to digital are intercepted thanks to the distribution of content on social platforms – stands on average at 75%: compared to the same month last year, the overlapping visitors between social networks and websites remain constant (within a range between 22% and 24%) but the share of those reached by editorial brands exclusively via social media is growing (going from 35% to 42%).

Two newspapers are those which, in November, reached more visitors than anyone else: RaiNews with a total audience of 34.4 million which, despite the decline in the desktop and mobile component (-15% on October) is pushed by the social one (+35%) to an overall +24% on the previous month and, immediately behind, Citynews (61 local online newspapers) with an audience of 31.7 million average monthly users, substantially stable on the October figure in all and three components.

Other newspapers include Sky TG24 Sites with 23.8 million unique users (albeit with a slight decrease -3% compared to October), Fanpage 19.2 million unique users (substantially identical to the previous month), Adnkronos 12.4 million (+18%), Il Sole 24 Ore 10.4 million (-5%), Ansa 10.2 million (-10%) and Il Fatto Daily 9.4 million users unique monthly (+4%).