{"id":9145,"date":"2012-03-28T09:35:47","date_gmt":"2012-03-28T07:35:47","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=9145"},"modified":"2023-02-27T14:46:16","modified_gmt":"2023-02-27T14:46:16","slug":"i-media-italiani-rimangono-a-galla-grazie-al-nuovo-internet","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/legal\/i-media-italiani-rimangono-a-galla-grazie-al-nuovo-internet\/","title":{"rendered":"I media italiani rimangono a galla grazie al &#8220;nuovo&#8221; internet"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-9152\" style=\"margin-right: 10px;\" src=\"https:\/\/www.artera.net\/wp-content\/uploads\/2012\/03\/internet-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" \/>Se il mercato italiano\u00a0dei media\u00a0segna una generale tendenza al ribasso\u00a0(-1% a 16,7 miliardi di euro), questo \u00e8 dovuto alla crisi soprattutto dei tradizionali strumenti di diffusione, ovvero stampa e radio. Dall&#8217;altra parte c&#8217;\u00e8 infatti un mondo, quello dei <strong>new media, in forte ascesa<\/strong>. Smartphone, tablet, connected tv, social network e telefonini hanno fatto registrare un +7% che sicuramente pu\u00f2 confortare.\u00a0Anche se, a dirla tutta,\u00a0i ricavi essenzialmente legati all&#8217;advertising\u00a0per quanto in crescita\u00a0rimangono ancora limitati. Uno scenario di recessione con spiragli di luce: questa\u00a0la fotografia realizzata dalla <a title=\"School of Management Polimi\" href=\"http:\/\/www.mip.polimi.it\/mip\/it.html\" target=\"_blank\" rel=\"noopener noreferrer\">School of management del Politecnico di Milano<\/a>.<\/p>\n<h3>Boom grazie a Smart tv e You Tube<\/h3>\n<p>I nuovi media stanno moltiplicando le occasioni di utilizzo di internet e riescono a penetrare anche in quelle fasce di popolazione meno inclini ai all&#8217;utilizzo della tecnologia. Crescono la <strong>raccolta pubblicitaria e ricavi pay su smartphone<\/strong> (+70% e +120%) e tablet (+110% e +150%) mentre raddoppia la <strong>pubblicit\u00e0 sui social network<\/strong> (quasi 24 milioni di utenti),\u00a0migliorano nettamente i ricavi generati dalle app e\u00a0il valore dell&#8217;<strong>advertising sui video online<\/strong>, trainato dalle offerte sempre pi\u00f9 ricche degli editori e dalle\u00a0&#8220;orde&#8221; di\u00a0utenze YouTube. Incrementi netti si registrano anche per le\u00a0<a title=\"Connected Tv\" href=\"http:\/\/it.wikipedia.org\/wiki\/Smart_TV\" target=\"_blank\" rel=\"noopener noreferrer\">connected tv<\/a>, che passano dal 10% a oltre il 30%. La componente digitale dell&#8217;ecosistema dei media \u00e8 passata dal 29% del 2010 al 32% di 2011. Sui 21 milioni di smartphone il boom dei contenuti pay (circa 120% rispetto al 2010) \u00e8 poca cosa rispetto all&#8217;advertising. Sui tablet (1,5 milioni a fine 2011) il valore assoluto degli investimenti pubblicitari \u00e8 ancora relativamente basso. Pi\u00f9 interessanti le dinamiche dei social network.<\/p>\n<h3>L&#8217;Italia deve abbandonare la tradizione<\/h3>\n<p>I numeri sono incontrovertibili. Nel 2011 i ricavi pubblicitari sono pi\u00f9 che raddoppiati grazie a un parco utenti di quasi 24 milioni di unit\u00e0. Ancora trascurabile il peso relativo sul mercato dei new media, decisamente superiore in ottica pubblicit\u00e0 sul web (3%). Al netto della crescita dei device e delle occasioni di accesso alle informazioni <strong>il vero punto dolente \u00e8 la fruizione dei contenuti<\/strong>. Gli scogli si chiamano <a title=\"Digital Divide\" href=\"http:\/\/it.wikipedia.org\/wiki\/Digital_divide\" target=\"_blank\" rel=\"noopener noreferrer\">digital divide<\/a> e scarsa alfabetizzazione. Nelle aule scolastiche si utilizza ancora il 90% di contenuti cartacei per la didattica; <strong>solo il 16% degli studenti utilizza a scuola contenuti e strumenti digitali<\/strong>. In altre parole,\u00a0lungo lo stivale continua a prevalere un approccio all&#8217;informazione pi\u00f9 tradizionale rispetto al contesto europeo. L&#8217;agenda digitale prevede tra i suoi obiettivi anche una maggiore sensibilit\u00e0 nel <strong>diffondere la pratica della lettura su display<\/strong>. I media dovranno offrire un contributo fattivo nel promuovere interazioni intelligenti\u00a0con i contenuti, un compito da affiancare alla lettura e comprensione di infografiche e contenuti dinamici.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-9152\" style=\"margin-right: 10px;\" src=\"https:\/\/www.artera.net\/wp-content\/uploads\/2012\/03\/internet-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" \/>Se il mercato italiano dei media segna una generale tendenza al ribasso (-1% a 16,7 miliardi di euro), questo \u00e8 dovuto alla crisi soprattutto dei tradizionali strumenti di diffusione, ovvero stampa e radio. Dall&#8217;altra parte c&#8217;\u00e8 infatti un mondo, quello dei <strong>new media, in forte ascesa<\/strong>. Smartphone, tablet, connected tv, social network e telefonini hanno fatto registrare un +7% che sicuramente pu\u00f2 confortare.<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[50],"tags":[79,75,234],"class_list":["post-9145","post","type-post","status-publish","format-standard","hentry","category-legal","tag-advertising","tag-applicazioni-web","tag-digital-divide"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 I media italiani rimangono a galla grazie al &quot;nuovo&quot; internet - Artera<\/title>\n<meta name=\"description\" content=\"Leggi dal blog: I media italiani rimangono a galla grazie al &quot;nuovo&quot; internet. Contattaci per una partnership! 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In addition to my commitment to the business world, I am an active researcher in the field of new technologies, always fascinated by cutting-edge innovations in the industry.","sameAs":["https:\/\/www.linkedin.com\/in\/sergioravera\/"],"url":"https:\/\/www.artera.net\/it\/author\/sergio-ravera\/"}]}},"_links":{"self":[{"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/posts\/9145","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/comments?post=9145"}],"version-history":[{"count":1,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/posts\/9145\/revisions"}],"predecessor-version":[{"id":216767,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/posts\/9145\/revisions\/216767"}],"wp:attachment":[{"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/media?parent=9145"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/categories?post=9145"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artera.net\/it\/wp-json\/wp\/v2\/tags?post=9145"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}