timone NetMarketing
disponibile anche in italiano

timone
Marketing in the internet – as seen from Italy


No. 80 – April 7, 2007

 

 
Other articles on similar subjects
are published in English
in the Offline column
 

 


loghino.gif (1071 byte) Italy online


Statistics are often unreliable or confusing (or both.)  In ten years of analyzing internet data, there were several circumstances in which figures appeared contradictory – but over time trends became more coherent. At this time, some figures for Italy are somewhat puzzling.

However some facts are clear. The net continues to grow, in most parts of the word, with considerable speed (over 20 percent a year.)  But also with differences, that change over time but remain very large, between the highly developed areas and those that are far behind (not only entire nations, but also demographic, social and cultural categories within each country.)

There have always been “some” Italians online. For instance, several years before internet connections became widely available, there were two thousand BBSs in Italy. A small number compared to the United States, but larger that in many other countries.

If we look at hostcount, this is the development in Italy from 1996 to 2006 (in earlier years growth was proportionally higher, but numbers were small an the trend would appear “ flat” in the graph – see the Italian version of this issue, and the Italian data analysis, for more details.)


Internet hosts Italy – 1996-2006
Sixmonthly data, numbers in thousands

 
1996-2006
 
The pale blue line shows an “arbitrary but not unreasonable”
reduction of data to a more “prudent” size


I must admit that, so far, I haven’t been able to understand why the trend has been “peculiar” from 2004 to 2006. There were doubtful figures for other countries that became more reasonable over time. I hope the same will happen for Italy in the next few years. In the meantime, it’s reasonable to work with more “careful” figures (pale blue line in the graph) as I am doing in these analyses. In any case, in the last seven years Italy has faster growth than the world average, but remains far behind the most advanced countries in proportion to population and income.

The growth trend is slower if we look at the number of people online. Of course such data aren’t very reliable and different sources report different figures. But it’s reasonable to believe the trend shown in this graph is fairly close to reality (see Italian data.)


People online in Italy – 1997-2006

Sixmonthly data, numbers in thousands

 
1997-2006


It’s happening also in other parts of the world: activity online is growing faster than the number of people using the net. But there is a peculiar weakness in Italy (several sources confirm that in 2006 it was overtaken by France and Spain by number of internet “users” as a percentage of population.)  This is part of a wider problem in Italy: too many people, while not totally “illiterate”, are “poor” in the use of information and communication resources (except for television and a widespread use of mobile phones.)

Time will tell. But there is a cultural (not “digital”) divide that is keeping a large part of Italy’s population (somewhere between half and one third) away from an active and effective role in information and communication systems.

In the Italian part of this website there are several documents discussing this problem in greater depth.




As usual, more detailed reports on the situation worldwide, in Europe and in other parts of the world are in the data section. Short reports here (as in previous issues of this newsletter) for the situation worldwide – and in Europe, Latin America, Asia and Africa – will remain for “historical comparison” when those analyses are updated (probably in the third quarter of 2007.)


back to top

 


loghino.gif (1071 byte) 2. New international data


Over 430 million internet hosts were found active worldwide at the end of 2006. (The total exceeded 100 million in year 2000, 200 in 2003 and 300 in 2004.)

At first glance, there seems to be something very strange. For the first time in the history of the internet, there appears to be a decrease in the total number of hosts worldwide at the end of 2996 compared to six months earlier. But a more careful look at the data shows that it isn’t so. There was only an adjustment of the host counting in some large TLDs that are used mostly in the United States. Actual wordlwide growth was 25 percent over a year earlier.

As shown in the analysis of international data this is the evolution from 1994 to 2006.


  Number
of hosts
annual
growth
1994 5,800,000 + 119 %
1995 12,900,000 + 104 %
1996 21,800,000 + 52 %
1997 29,700,000 + 36 %
1998 42,200,000 + 46 %
1999 72,400,000 + 68 %
2000 109,600,000 + 51 %
2001 147,300,000 + 35 %
2002 171,600,000 + 17 %
2003 233,100,000 + 36 %
2004 317,646,000 + 36 %
2005 394,992,000 + 24 %
2006 433,193,199 + 25 %

2006 percent growth
excluding the United States.


Of course, with larger numbers, percentages can’t be as large as they were in the nineties, but growth continues to be very fast. This chart shows the broad picture by “large geographic areas”.


Large geographic areas 
geographic 
areas


In 2006 growth was faster in Central-South America than in North America, Europe and Asia. Africa had fast percentage growth, but remains severely undeveloped (as a large part of Asia.)

In 1999 there were six countries worldwide with over a million internet hosts (two in Europe.)  In year 2000 there were ten (four in Europe.)  In 2001 thirteen (four in Europe.)  In 2005 twentysix (sixteen in Europe) and in 2006 thirtyfour – twenty in Europe, six in Asia, five in the Americas, two in Oceania and one in Africa.

This table updates the data for the 34 countries (of 240) with over a million internet hosts.


  Number of hosts
December 2006
% growth
in a year
% of
  total  
Per 1000
inhab.
United States 230,600,000 n.a.   53.3 777.9
Japan 30,841,523 + 23.8 7.1 241.4
Germany 13,093,255 + 32.9 3.0 158.7
United Kingdom 13,000,000 n.a.   3.0 216.5
Italy 12,000,000 + 23.4 2.8 204.2
France 10,335,974 + 50.6 2.4 169.8
Netherlands 9,104,103 + 25.4 2.1 558.1
Australia 8,592,020 + 41.2 2.0 422.7
Canada 8,500,000 n.a.   2.0 263.4
Brazil 7,422,440 + 45.7 1.7 40.3
Spain 6,800,000 n.a.   1.5 154.7
Mexico 6,697,570 + 161.4 1.5 65.0
Poland 5,001,786 + 26.9 1.2 131.0
Taiwan 4,481,705 + 13.6 1.0 194.1
Sweden 3,235,925 + 7.3 0.8 358.4
Finland 3,187,643 + 27.2 0.7 606.5
Belgium 3,150,856 + 23.7 0.7 300.9
Switzerland 2,570,891 + 21.0 0.6 345.6
Denmark 2,807,348 + 21.2 0.6 518.8
Norway 2,370,078 + 12.4 0.5 512.7
Russia 2,393,511 + 44.5 0.6 16.7
Austria 2,330,325 + 19.1 0.5 283.3
China 1,933,919 + 828.5 0.4 1.48
Argentina 1,837,050 + 25.4 0.4 47.6
India 1,684,958 + 101.0 0.4 1.54
Turkey 1,581,866 + 99.0 0.4 21.9
Portugal 1,510,958 + 9.6 0.3 143.5
Czech Rep. 1,502,537 + 51.2 0.3 147.0
New Zealand 1,355,534 + 37.74 0.3 330.7
Israel 1,311,796 + 8.2 0.3 190.9
Ireland 1,208,345 n.a.   0.3 294.1
Hungary 1,176,529 + 31.5 0.3 116.5
Romania 1,169,031 + 161.7 0.3 54.1
South Africa 1,036,891 + 108.8 0.2 22.1
Total * 433,193,199 + 25.1   33.3

Figures for some contries are adjusted for coherence.
See internatiopnal data.

* World density and growth percentage excluding the United States


The percentage of the United States has been decreasing, but it is still dominant, with 53 percent of the world total, as we see in this graph (countries with over five million internet hosts.)


Internet hosts in 13 countries
countries worldwide with over five million hosts
 

13 countries


If we exclude the United States, this is the picture for the other 22 countries with over two million internet hosts.


Internet hosts in 22 countries
countries worldwide with over two million hosts   (US excluded)
 

22 countries


This is an update of the graph for density (hosts per 1000 inhabitants) in the 34 countries worldwide with over a million internet hosts.


Internet hosts per 1000 inhabitants in 34 countries
 
density


And here is a picture of internet density as a world map.


Internet hosts per 1000 inhabitants
 
world map


More detailed analyses and comments, including a graph of hostcount in relation to income, are in the international data report.


back to top

 

loghino.gif (1071 byte) 3. New European data


Total European houscount exceeded 30 million in 2003, 50 in 2004 and 70 nel 2005. Now it’s getting close to 90 million. At this time growth in Europe (+ 22 percent in a year) appears to be slower than the world average (+ 25 percent.)

There are some further changes in the internet in Europe compared to a year earlier (issue 77.)  As usual, a more detailed report is in European data.

This is an update of the situation in the 30 European countries with over 100,000 internet hosts.


  Number of hosts
December 2006
% of
Europe
Per 1000
inhab.
Germany 13,093,255 14.9 158.7
United Kingdom 13,000,000 14.8 216.5
Italy 12,000,000 13.7 204.2
France 10,335,974 11.8 169.8
Netherlands 9,104,103 10.4 558.1
Spain 6,800,000 7.8 154.7
Poland 5,001,786 5.7 131.0
Sweden 3,236,000 3.7 358.4
Finland 3,187,643 3.6 606.5
Belgium 3,150,856 3.6 300.9
Denmark 2,807,348 3.2 518.8
Switzerland 2,570,891 2.9 345.6
Norway 2,370,078 2.7 512.7
Russia 2,393,511 2.7 16.7
Austria 2,330,325 2.7 254.4
Portugal 1,510,958 1,7 143.5
Czech Republic 1,502,537 1.7 147.0
Ireland 1,208,345 1.4 294.1
Hungary 1,176,592 1.3 116.5
Romania 1,169,031 1.3 54.0
Greece 797,884 0.9 72.0
Slovakia 486,020 0.6 90.3
Estonia 449,036 0.5 333.1
Ukraine 274,365 0.3 5.9
Croatia 261,786 0.3 58.7
Lithuania 240,592 0.3 70.7
Bulgaria 220,466 0.3 28.4
Iceland 209,071 0.2 697.1
Slovenia 160,000 0.2 80.0
Latvia 132,204 0.15 57.5
European Union 79,268,000 90.5 161.6
Europe 87,606,000   123.9

Figures for the UK, Spain and Slovenia are “arbitrarily but not unreasonably” adjusted
to compensate for underestimated hostcount data in this period.

The figure for Italy, that appears overestimated
in the hostcount survey in recent years, here is reduced by 13 percent.


In the last two years growth was faster in France (that has overtaken the Netherlands in 2006.)  Strong development continues in Poland and in other eastern European countries.

This “pie” graph shows the situation, at the end of 2006, for the 20 European countries with over a million internet hosts (that have 96 % of the total hostcount in Europe.)


Internet hosts in 20 European countries
countries with over a million hosts
 

20 countries


This is an update of density (hosts per 1000 inhabitants) for the 30 European countries with over 100,000 internet hosts.


Internet hosts per 1000 inhabitants
in 30 European countries

density


And this is the picture as a map.


Internet hosts per 1000 inhabitants

Europe


The internet is growing almost everywhere in Europe, but the highest density remains in the Scandivavian area and in the Netherlands.


back to top

 

loghino.gif (1071 byte) 4. Latin America, Asia and Africa


An analysis of large language communities in the data section includes information on the development of the internet in Latin America – that in 2005, for the first time, exceeded 10 million internet hosts and in 2006 grew to 18 million.

In this chart we see the situation in the 17 countries with over 10,000 hosts (that have over 99 percent of the total hostcount in Latin America.)


  Number of hosts
December 2006
Per 1000
inhab.
Brazil 7,422,440 40.3
Mexico 6,697,570 65.0
Argentina 1,838,050 47.6
Colombia 721,114 15.7
Chile 621,565 38.2
Peru 269,981 9.9
Uruguay 182,403 56.0
Venezuela 122,404 4.6
Dominican Rep. 98,180 10.9
Guatemala 49,062 4.0
Ecuador 27,923 2.1
Nicaragua 24,690 4.5
Bolivia 20,085 2.3
Paraguay 13,178 2.4
Costa Rica 12,751 3.0
El Salvador 12,429 1.1
Panama 9,626 3.1
Latin America 18,150,000 34.6


Latin America has very fast growth. 70 percent in a year (as compared to 25 percent world average.)  There are several changes, including strong development in Mexico.

Nearly 99 percent of the total hostcount in Latin America is in nine countries, as we see in this graph.


9 countries in Latin America

Latin America


82 % of the total is in three countries: Brazil, Mexico and Argentina.

The next graph shows density (internet hosts per thousand inhabitants) in 17 countries with over 10,000 hosts.


Internet hosts per 1000 inhabitants
in 17 Latin American countries


density


And this is the picture as a map.


Internet hosts per 1000 inhabitants

map


The same five countries as in past years (Mexico, Uruguay, Argentina, Brazil and Chile) remain ahead of general density in the area (and above the world average.)  But also in other parts of Latin America there is relevant growth.




This is a summary of a document in the data section that covers the situation in Asia. The chart includes the 24 countries with over 10,000 internet hosts (that have over 99 percent of the total hostcount in Asia.)


  Number of hosts
December 2006
% of Asia Per 1000
inhab.
Japan 30,841,523 73.2 241.4
Taiwan 4,418,705 10.5 194.1
China 1,933,919 4.6 1.49
India 1,684,958 4.0 1.54
Turkey 1,581,866 3.8 22.0
Israel 1,311,796 3.1 182.4
South Korea 1,000,000 2.4 20.3
Thailand 938,784 2.2 14.5
Singapore 909,284 2.2 255.9
Hong Kong 801,298 1.9 116.4
Arab Emir. 337,092 0.80 73.281
Indonesia 257,671 0.61 1.17
Philippines 243,663 0.58 2.9
Malaysia 167,449 0.40 6.4
Pakistan 98,147 0.23 0.65
Cyprus 75,846 0.18 101.26
Saudi Arabia 68,532 0.16 2.9
Kirghizstan 29,196 0.07 5.7
Kazakhstan 25,411 0.06 1.67
Lebanon 19,968 0.05 5.2
Nepal 18,640 0.04 0.74
Jordan 16.032 0.04 2.9
Brunei 15,255 0.04 41.7
Viet Nam 12,956 0.03 0.16
Asia 42,150,000   10.8


For the first time in 2004, with a fast increase of hostcount, India had overtaken China. The trend continued in 2005 and 2006. In the second half of 2006 there was a “sudden” increase in China. It will probably take a few more years to understand these developments.

Japan is still dominant in Asia, as we see in this “pie” (countries with over 500,000 internet hosts.)


10 countries

10 countries


These countries have 97 percent of the total hostcount in the continent. The first six, with six percent of the population, have nearly 90 percent of the internet activity in Asia.

If we remove Japan from the graph. this is the situation in the other 13 countries in Asia with over 100,000 internet hosts.


13 countries

13 countries


Taiwan, with 0.6 percent of the population, still has over ten percent of the total hostcount in Assia. But the picture is changing, with growth not only in India and China, but also in other countries.

There are great differences in Asia, as shown by this graph – internet hosts per 1000 inhabitants in 24 countries with over 10,000 internet hosts.


Internet hosts per 1000 inhabitants
in 24 countries in Asia


density


This is the picture as shown in a map of the central and southern part of the continent – from the Middle East to East Asia.


Internet hosts per 1000 inhabitans

map


Some data on the Chinese area are included in the analysis of language communities.




Another document in the data section is an analysis of the internet in Africa. Here is a summary of the situation at year-end 2006. The table includes the 21 African countries with over a thusand internet hosts (that have 99 percent of the total in the continent.)


  Number of hosts
December 2006
% of
Africa
Per 1000
inhab.
South Africa 1,036,891 68.1 22.1
Morocco 268.601 17.6 9.0
Egypt 89,063 5.9 1.29
Tanzania 17,516 1.15 0.47
Kenya 14,663 0.96 0.47
Zimbabwe 13,814 0.91 1.16
Mozambique 12,948 0.85 0.67
Mauritius 9,654 0.63 8.19
Ghana 7,420 0.49 0.35
Zambia 7,420 0.49 0.35
Botswana 5,815 0.38 3.3
Angola 5,533 0.36 0.36
Namibia 4,632 0.30 2.3
Swaziland 2,642 0.17 2.4
Ivory Coast 2,580 0.17 0.14
Nigeria 2,498 0.16 0.02
Congo 1,894 0.12 0.03
Madagascar 1,868 0.14 0.11
Rwanda 1,744 0.11 0.20
Uganda 1,365 0.09 0.05
Eritrea 1,304 0.09 0.29
Africa 1,522,000   1.74


Though Morocco and other countries are growing, South Africa remains dominant, as we see in this graph (seven African countries with over 10,000 internet hoists, that have 95 percent of the total in the continent.)


7 African countries

7 countries


This is density as a graph – 21 African countries with over a thousand internet hosts.


Internet hosts per 1000 inhabitants
in 21 African countries


density

Two other small insular countries,
the Seychelles e São Tomé & Principe,
have higher density than Mauritius.


Density in most of Africa is comparable to, or below, the level of Nigeria. In a general picture of very weak internet activity, there are large differences also in Africa. Recent changes include the growth of Morocco. Egypt, that was slower in previous years, appeared to be growing again in 2005 – but still remains far behind “European” levels.

This is the density picture as a map.


Internet hosts per 1000 inhabitants

map


In 2006 Africa had 71 percent growth, much faster than the 25 percent world average – and, for the first time, over a million internet hosts. But the fact remains that the entire continent, with 14 percent of the world’s population, has 0.3 percent of the activity in the internet.




The picture is evolving everywhere. There are different speeds of growth, and different levels of density, inside all of the areas, from those with the highest concentration, such as North America and Europe, to the weakest environments, such as Africa and most of Asia. There is still large room for development in all parts of the world.


 

back to top back to index

 


Homepage Gandalf
home