1. Milan, 18 September 2009

2. The Framework

3. Technology (-) Technology (+) Culture (-) Culture (+) The Axes Impact on purchases and fruition

4. Digital Divide in Italy 200720082009 23% 25% 52% 28% 22% 50% 34% 21% 45% heavy users medium/light users no users 11.6 mil. 14.5 mil. 17,7 mil. 12.7 mil. 11.4 mil. 10,7 mil. 26.6 mil. 25.7 mil. 23,1 mil. Mainly individuals up to 44 years old, medium- high education and salary. Officers, managers, directors or students Mainly individuals up to 54 years old, medium- low education and salary. Employees, workers, traders. Mainly individuals over 55 years old, low education and salary. Housewives and pensioners. South of Italy residents. Base: Tot. Population: 14 yrs old or over 2007-2008-2009

5. % individuals connecting to the internet Internet access Socio-demo Trend 2007/2009 by sex-age +11pp +12pp +11pp Base: Tot. Population, 14 yrs old or more 2007-2008-2009

6. 2007 Data NA Absolute growth was 1,6% +8pp +30pp +7pp +8pp Content and communication on the net Trend 2007/2009 % surfing at least once a week Base: individuals connecting to the internet within the 3 yrs 2007 Data NA

7. Base: Connecting to the internet 2008 and 2009 % of those interested in a topic Interests on the net Trend 2008/2009

8. 20082009 Base: Connecting to the internet and interested in at least one topic 2008 and 2009 Interaction means: actively participating into discussions, adding content like comments, musical or audiovisual files, pictures Number of topics of interest on the internet % of individuals interacting in at least one topic Who interacts on the internet Trend 2008/2009 Base: Connecting to the internet 2008 and 2009

9. The Italians’ “passions” 21 7 12 15 12 Listening to musicGoing to the movies and watching films Watching TVReading books ITALY 31 11 10 21 14 22 99 19 8 11 3 14 8 11 Heavy usersMedium/light usersNo user Base: Tot. Population 14 yrs old or more % answering: “it’s my passion” Always on the news

10. Trend 2008/2009 What Italians could easily do without % answering “I am not interested, I could easily do without” 23 43 18 34 14 25 49 19 34 16 Listening to music 20082009 Base: Tot. Population 14 yrs old or more Going to the movies and watching films Watching TVReading books Always on the news

11. Reading books Base: Tot. Population > 14 yrs old 29 mil. individuals 31 mil. individuals 60 56 20082009 % readers of at least one book in the last 12 months

12. Technology (-) Culture (-) Culture (+) Technology (+) 2007 Barycenter, map in 2007

13. Technology (-) Culture (-) Culture (+) Technology (+) 2007 2007-2009: the Barycenter moves 2009

14. Technology (-) Technology (+) Culture (-) Culture (+) Cluster 2007 Base: Tot. Popolazione con 14 anni o più Sophisticated 6.9 Mil. (13%) Eclectics 7.4 Mil. (14%) Technofan 8.9 mil. (17%) Technological Avanguarde TV People 15.5 Mil. (31%) Traditionals 12.3 Mil. (24%) Traditional Matrix

15. The clusters An integrated vision of scenario data on new technologies and cultural consumption identifies 5 different clusters within Italian population: TV mass consumption and low cultural fruition  TV People Moderate cultural fruition and use of traditional technologies  Traditionalists Strong cultural consumption and moderate traditional technology  Sophisticated Strong disposition towards new technologies and firm inclination towards consumption of cultural and entertainment content, Pc and web oriented  Eclectics Highly technological, devoted primarily to an exclusive playful use of new technologies  Technofan the 30 % of population with greater technological (Eclectics and Technofan) can be sub- divided in two groups, similar on the socio-demo level, but extremely dishomogeneous on the cultural consumption level (those differences are more prominent as compared to those in the less “technological” groups)  The classical segmentation variables are not sufficient to interpret the relation between technological attitude and consumption of cultural and entertainment content  Compared to traditional media, new technologies tend to amplify the differences in terms of attitude towards consumption

16. Technology (-) Technology (+) Culture (-) Culture (+) Base: Tot. Population of 14 yrs old or more Life passions (variation index vs Italian average) Eclectics Sophisticated Traditionalists TV People Technofan

17. Technology (-) Technology (+) Culture (-) Culture (+) Base: Tot. Population of 14 yrs old or more Purchase of at least 1 type of content (variation index vs Italian average) Eclectics Sophisticated Traditionalists TV People Technofan

18. Technology (-) Technology (+) Culture (-) Culture (+) Base: Tot. Population of 14 yrs old or more Cluster 2009 Sophisticated 5.3 Mil. 10% Eclectics 6.5 Mil. 12% Technofan 13.9 mil. 27% TV People 14.7 Mil. 28% Traditionalists 11.6 Mil. 22% -2% +10% -3% -2% -3% Technological Avanguarde Traditional Matrix

19. The Communities Technology (-) Technology (+) Culture (-) Culture (+) Forum literature Google results 30-05-07  1.680.000 15-07-09  1.470.000 Forum Soccer Google results 30-05-07  1.940.000 15-07-09  4.850.000

20. The “youngs”

21. Young technofans 58% of young people between 14 and 24 yrs old are technofans  3,8 million individuals % technofan individuals 14-24 yrs old Base: Tot. Young people 14-24 yrs old

22. % “I am not interested, I could easily do without..” What young people could easily do without Trend 2008/2009 Base: Tot. Population 14-19 yrs old

23. A Technoday for young people: morning  afternoon Computer mobile phone Computer (in the office) Home Moving Radio (in the car) Notebooks (in college) Free press (on public transport) FACEBOOK AND EMAIL CHECK TV ALWAYS ON AS SOUNDTRACK WHILE LISTENING TO THE NEWS SAFETY & POSITIVENES S CURIOSITY – FIRST PLEASURE ORGANISATION OF THE DAY DUTY AS A BACKGROUN D COMPANY CHECK AND START OF FILM DOWNLOADING (FOR THE EVENING) CHECK TEXT MESSAGES WAKE-UP CALL mobile phone LISTENING TO ONE-SELF, IDENTITY: I AM MUSIC RECHARGING THROUGH RYTHM AND SOUNDS LISTEN TO MUSIC FOR RELAXATION LISTEN TO THE NEWS TO BE UPDATED AND CONNECT WITH THE WHOLE WORLD Study- Work MINIMUM INFORMATION/NEWS Reads headlines on front page, horoscope, cinema, events in the city, sport (esp for males) Corriere/Repubblica (at bar) FUN BEFORE DUTY – NEED OF LIGHTNESS WITHIN THE SERIOUS “FORMAT” COMMITMENT- SERIOUSNESS IN PARALLEL AND SECRETLY Facebook Surfing on entertaining/fun websites iTouch GAMES AND ENTERTAINM ENT The ANTI- BOREDOM PF THE LESSON with mandatory attendance SPEEDY MSN Not to waste time and mainly to organise the evening THE FREE MOMENT while on duty CHECK HOROSCOPE Scanner (in the office) mobile phone GOOD MORNING FOR LOVERS PLEASANT INTIMACY “STOLEN PLEASURE” (Facebook Aand private email) ONGOING UPDATE DUTIES Check of mail Download of files Outlook and Excel work related websites Scanning and photocopying THE LESSON READ NEWS ONLINE (Corriere - Repubblica - Gazzetta) LISTEN TO MUSIC FOR RELAXATION iPod /Itouch (on byke & walking)

24. iPod (on byke & walking) mobile phone Computer Home Moving Radio (in the car) TV and book DISTENSIONE e EUFORIA per la fine del dovere - LA MENTE IN AVANTI E LA VOGLIA DI TORNARE A CASA LISTEN, ELAX AND THINK AT THE SAME TIME WITH TV: MULTITASKING USE Facebook, email, chats, games, Making comments, watching pictures, gossip, minding other people’s business, surfing through the news + LISTEN/DOWNLOAD MUSIC HAVE FUN WITH THE QUIZ while waiting for the news… COMPANY AND RELAX BACKGROUND SERENE CONCENTRATION LIBERATING EXPLOSION PURE FUN AND CHALLENGE AT OWN HOME OR AT FRIENDS’ Meeting among males A complet detach The show starts and goes on ‘til late Book ALONE FUN AND GAMES (Facebook) EVASION BEFORE DREAMING Play / Wii SHARING: JUMP IN RELATIONS, EXTENSION TO FRIENDSHIP, AFFECTIONS, CURIOSITY, FUN, ORGANISATION AT THE SAME TIME WITH TV AND PC: THE PHONE, TO HEAR THE BELOVED VOICE After dinner Computer HOME ALONE: WATCH THE DOWNLOADED FILM OR THE Emotional involvement with the heroes and their stories EMOTIONS LIVING AS PROTAGONISTS: IDENTIFICATION AND PROJECTION AT HOME WATCHING TV Entertainment shows Mind’s automatic “Switch- off” IN BED TV PURE RELAX ABANDON MENT INERZIA FOLLOWING THE NEWS at dinner with the parents of alone, while preparing dinner mobile phone ( cinema, bars, friend’s house ) OUT OF THE HOUSE to be safe and to make parents relax ANTIPANIC SAFETY ORGANISATIO N A MINORITY With a book on the bed, while waiting for dinner to be ready BOOK as EVASION THE COUPLE AT HOME WATCHING TV TV-series or, less frequently, films A Technoday for young people: afternoon  evening

25. Impact on purchases

26. Music Trend 2007/2009 % “declared” purchased quantity How many? Base: buyers – last 3 yrs 25 mil. 21 mil. 18 mil. 49 41 35 200720082009 50 24 14 12 55 27 9 8 57 25 11 7 Less than 3 Btw 4 & 5 More than 10 % “declaring” purchase of original cd and musical dvd, during the year Base: Tot Population 14 yrs old or more in the 3 yrs Btw 6 & 10

27. Base: Those who purchased of DVD in the last 12 months Film Purchase - DVD Trend 2008/2009 How many? Base: Tot Population 14 yrs old or more in the 2 yrs 12 mil.14 mil. % “declaring” purchase of original non musical dvd, during the year 27 22 2008 2009 % “declared” purchased quantity

28. Film – Rental DVD Trend 2008/2009 How many? 10 mil. 13 mil. 25 20 20082009 % “declaring” rental of original non musical dvd, during the year % “declared” rental quantity Base: Tot Population 14 yrs old or more in the 2 yrs Base: Those who rented DVD in the last 12 months

29. Base: Those who went to the cinema in the last 12 months Film - Cinema Trend 2008/2009 How many times? 24,3 mil.25,6 mil. 50 47 20082009 % “declaring” cinema attendance during the year % “declared” frequency of cinema attendance Base: Tot Population 14 yrs old or more in the 2 yrs

30. Base: Those who purchased books in the last 12 months Books Trend 2008/2009 How many? 23 mil.25 mil. 48 45 20082009 % “declaring” a purchase of at least one book during the year % “declared” quantity of books purchased Base: Tot Population 14 yrs old or more in the 2 yrs

31. Future prospects

32. Opinions on technologies % answering “I agree very much” Base: Tot. Population 14 yrs old or more 2007 2008 and 2009 2007 NA 2008 NA

33. 25% of the Italians is ready to pay for those items/content now available for free Base: Connecting to internet – 28 mil. 7 millions of individuals 7,5 millions of individuals 3 millions of individuals How much will you be interested in... (% answering: very much, more, average)

34. Differences between Eclectics and technofan How much will you be interested in... (% answering: very much, more, average) 2627 12 Buy a subscription to an on- line service providing unlimited access to films Buy a subscription to an on-line service providing unlimited access to music Buy a subscription to a mobile service providing unlimited access to music 12 15 26 27 36 38 ItaliaTechnofanEclectics Base: Connecting to internet – 28 mil.

35. L’e-book Will you read on the screen of…… Study/Work book Entertainment book Base: Mobile User 45 mil.Base: Computer User 29 mil. 28 14 13 4 mobile 17 6 10 2 Computer screenmobile Computer screen 4 mil individuals 1,7 mil Individuals 1,8 mil Individuals 9 thousands Individuals % Probably yes % Absolutely yes

36. Final food for thought Analysing the relation between new technologies and content fruition, two opposite dynamics emerge: – The first one, positive, in which technology serves as a stimulus/opportunity, thanks to the unlimited access to information and content – The second one, negative, in which traditional contents are substituted by others with less added value (throwaway content) In the absence of a real project management for the whole System (schools, enterprises, politics, etc.), the second dynamic will be prevailing, especially for the new generations This trend has an evident but not irreversible impact on purchases  the use of new technologies by the eclectics generates a virtuous relation for the content market: – Internet can be an unfair competitor (p2p) – But also a channel and a drive for purchases – The new technological platforms, in general, tend to activate new means of content fruition There are weak signs showing emerging opportunities for the market

37. Thank you for your attention