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Marketing in the internet – as seen from Italy


No. 74 – March 20, 2005


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

 

loghino.gif (1071 byte) 1. Growth continues


As usual, more detailed analyses are in the data section. This issue contains a summary, which will remain as a point of comparison when the general reports are updated probably six months from now. Recently published figures (up to December 2004) confirm fast growth of the internet.

There are now over 300 million internet hosts worldwide, with 36 percent growth compared to a year earlier. There are still very large differences between the most developed coutries and those with limited internet activity, but there is strong growth in several parte of the world.

Recent growth in Europe is faster than the world average, with a total of over 50 million internet hosts. As in issue 73, this summary includes an update of internet development in Latin America, Asia and Africa.


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


The analysis of international data confirms strong growth of the internet worldwide. This is the evolution from 1994 to 2004.


  Number
of hosts
annual
growth
1994 5,800,000 + 119 %
1995 12,900,000 + 104 %
1996 21,800,000 + 104 %
1997 28,700,000 + 52 %
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 %

Updated information confirms an acceleration in 2003 and 2004 after a (relatively) slower phase in 2001-2002.

The broad picture by “large geographic areas” hasn’t basically changed.


Large geographic areas

geographic areas


In the last two or three years growth in central-south America, Asia and Europe was faster than the world average. The percentage of North America is constantly (though slowly) decreasing, but it still has a dominant share, mostly because of internet concentration in the United States.

In 1999 there were six countries worldwide with over a million internet hosts (two in Europe). In 2000 there were ten (four in Europe). In 2001 thirteen (six in Europe). Seventeen (nine in Europe) in 2002 and twenty in 2003. Now there are twentyfour – fifteen in Europe, five in the Americas, three in Asia and one in Oceania.

The countries with over three million hosts were two in 2001, eight in 2003 and there are eleven in 2004. Seven countries (five in Europe) now have over four million.

Some data are questionable – as in the case of Italy (traditionally much weaker) now appearing far ahead of the UK and Germany. But the broad picture is fairly coherent and consistent over time.

This chart shows data for 33 countries (of 240) with over 500,000 internet hosts.


  Number of hosts
December 2004
% growth
in a year
% of
  total  
Per 1000
inhabit.
United States 191,000,000 + 29.9 62.0 679.1
Japan 19,543,040 + 50.1 6.2 153.1
Italy 9,343,663 + 70.1 2.9 161.4
Netherlands 6,443,558 + 88.5 2.0 397.2
Germany 6,127,262 + 79.1 1.9 74.2
United Kingdom 6,000,000 n,a,   1.9 100.9
France 4,999,770 + 80.4 1.6 83.7
Australia 4,820,646 + 69.3 1.5 242.5
Brazil 3,934,577 + 24.4 1.2 22.2
Canada 3,839,173 + 19.6 1.2 121.4
Taiwan 3,516,215 + 26.6 1.1 155.9
Spain 2,800,000 n,a,   0.9 66.9
Sweden 2,668,816 + 73.3 0.8 298.0
Poland 2,482,546 + 91.4 0.8 65.0
Belgium 2,012,283 + 38.4 0.6 194.0
Finland 1,915,506 + 52.1 0.6 367.0
Denmark 1,908,737 + 30.1 0.6 354.6
Mexico 1,868,583 + 40.1 0.6 18.2
Switzerland 1,785,472 + 75.3 0.6 244.0
Austria 1,594,059 + 62.3 0.5 197.4
Norway 1,367,973 + 35.0 0.4 298.8
Russia 1,157,677 + 44.7 0.4 8.0
Argentina 1,050,639 + 41.5 0.3 28.4
Israel 1,004,141 + 58.4 0.3 148.8
Hong Kong 856,244 + 44.6 0.3 127.6
South Korea 800,000 n,a,   0.3 16.7
Czech Republic 724,631 + 100.1 0.2 71.0
New Zealand 651,065 + 37.2 0.2 162.4
Hungary 611,887 + 67.5 0.2 60.5
Turkey 611,557 + 70.1 0.2 8.6
Singapore 610,655 + 26.0 0.2 177.5
Portugal 605,648 + 101.9 0.2 58.0
Thailand 514,228 + 395.9 0.2 8.0
Total 317,646,084 + 36.3   21.4


This graph shows the situation, at the end of 2004, for the eleven countries with over three million internet hosts.


Internet hosts in 11 countries
countries worldwide with over three million hosts
 

11 
countries


If, for better readability of the chart, we exclude the United States, this is the picture for the other 23 countries with over a million hosts.


Internet hosts in 23 countries
countries worldiwide with over a million hosts   (US excluded)
 

23 countries


This is an update of the graph showing density (hosts per 1000 inhabitants) for the 33 countries (excluding the US) with over 500,000 internet hosts.


Internet hosts per 1000 inhabitants in 33 countries
 
density graph


And, as usual, this is the density picture shown as a map.


Internet hosts per 1000 inhabitants

world map


The two largest countries in the world still have low internet activity, but there seems to be an acceleration in India – as we shall see in the summary of the situation in Asia.


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

 

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


There are further relevant changes in Europe compared to the situation that was summarized in issue 73 (October 2004.)  As usual, a more detailed analsis, with comments, is in the basic docuument on European data.

Now the total hostcount in Europe is close to 54 million. This is an update for the 26 European countries with over 100,000 internet hosts.


  Number of hosts
December 2004
% of
Europe
Per 1000
inhabit.
Italy 9,343,663 17.3 161.4
Netherlands 6,443,558 11.9 397.2
Germany 6,127,262 11.4 74.2
United Kingdom 6,000,000 11.1 100.9
France 4,999,770 9.3 83.7
Spain 2,800,000 5.2 66.9
Sweden 2,668,816 5.0 298.0
Poland 2,482,546 4.6 65.0
Belgium 2,012,284 3.7 194.0
Finland 1,915,506 3.6 367.0
Denmark 1,908,737 3.5 354.6
Switzerland 1,785,472 3.3 244.0
Austria 1.594,059 3.0 197.4
Norway 1,367,973 2.5 298.8
Russia 1,157,677 2.1 8.0
Czech Republic 724,631 1.3 71.0
Hungary 611,887 1.1 60.5
Portugal 605,648 1.1 58.0
Greece 377,221 0.70 34.2
Ireland 300,000 0.56 75.6
Romania 276,201 0.51 12.7
Estonia 237,461 0.44 175.1
Slovakia 188,352 0.35 35.0
Ukraine 151,366 0.28 3.2
Iceland 144,636 0.27 541.8
Lithuania 106,458 0.20 30.8
European Union 48,876,478 90.6 109.7
Europe 53,965,000   82.4


In addition to the continuing (and surprising) growth of Italy and further development in the Netherlands, rencent changes include an acceleration in France and a strong increase in Poland.

This graph shows the situation, in the first half of 2004, in the 18 European countries with over 500,000 internet hosts.


Internet hosts in 18 European countries
countries with over 500,000 hosts
 

18 countries


This is an update of the graph showing density (hosts per 1000 inhabitants) in the 26 European countries with over 100,000 internet hosts.


Internet hosts per 1000 ihabitants
in 26 European countries

density graph


And this is the density picture as a map of Europe.


Internet hosts per 1000 inhabitants

Europe


There is considerable growth almost everywhere in Europe, but there are still great differences in an always changing and evolving situation.

 

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


In the data section there is an analysis of large language communities that includes a description of internet development in Latin America.

This table shows the situation in the 16 Latin American countries with over 5,000 internet hosts.


  Number of hosts
December 2004
Per 1000
inhabit.
Brazil 3,934,577 22.2
Mexico 1,868,583 18.2
Argentina 1,050,639 28.4
Colombia 324,889 7.3
Chile 294,575 19.6
Peru 177,948 6.6
Uruguay 112,640 33.2
Dominican Rep. 81,773 9.4
Venezuela 45,345 1.8
Guatemala 23,786 2.1
Ecuador 14,045 1.1
Costa Rica 12,261 3.0
Bolivia 12,158 1.42
Nicaragua 11,353 2.1
Paraguay 9,720 1.8
Panama 9,626 2.9
Latin America 7,980,000 15.9


This graph shows density (internet hosts per thousand inhabitants.)


Internet hosts per 1000 inhabitants
in 16 Latin American countries


density graph


And this is density in Latin America seen as a map.


Internet hosts per 1000 inhabitants

map


As was easily predictable, cionsidering the trend in reecent years, Argentina is now the third Latin American country with over a million internet hosts. Also Uruguay and Brazil are above the world density average. There is relevant growth in several other countries. A more detailed analysis (including a graph in relation to income) is in the report on large language communities.




Here is a summary of a new report in the data section that covers the situation in Asia. This table includes the 19 countries (of 50 in Asia) with over 10,000 internet hosts.


  Number of hosts
December 2004
% of Asia Per 1000
inhabit.
Japan 19,543,040 68.5 153.1
Taiwan 3,516,215 12.3 155.9
Israel 1,004,141 3.5 148.8
Hong Kong 856,244 3.0 127.6
South Korea 800,000 2.8 16.7
Turkey 611,557 2.1 8.6
Singapore 610,655 2.1 177.5
Thailand 514,228 1.8 8.0
India 276,293 0.97 0.26
China 163,626 0.57 0.13
Malaysia 139,932 0.49 5.6
Indonesia 130,600 0.46 0.6
Arab Emirates 117,573 0.41 29.5
Philippines 93,345 0.33 1.14
Saudi Arabia 52,091 0.18 2.18
Cyprus 39,366 0.14 55.0
Pakistan 32,038 0.11 0.22
Kazakistan 13,557 0.05 0.9
Lebanon 13,264 0.05 3.6
Asia 28,570,000   7.5


In 2004, for the first time, India’s hostcount has overtaken China. But in both density, as related to population, remains very low. (As explained in the analysis of large low-density contries.)

There are dramatic differences in Asia. As shown in this chart of density (hosts per 1000 inhabitants) in the same 19 countries.


Internet hosts per 1000 inhabitants
in 19 countries in Asia


density graph


A few small contries, with less than 10,000 hosts, have higher density of internet activity than most of Asia. The picture can be summarized in a map that includes the central and southern part of the continent, from the Middle East to East Asia.


Internet hosts per 1000 inhabitants

map


In the report on large language communities there is an analysis of the Chinese culture countries.




Another document in the data section covers the situation of the internet in Africa, that was summarized in issues 72 and 73, and here is updated. This table includes the 14 African countries with over 1,500 internet hosts.


  Number of hosts
December 2004
% of
Africa
Per 1000
inhabit.
South Africa 451,500 68.4 9.7
Morocco 128,695 19.5 4.3
Egypt 23,407 3.5 0.34
Kenya 10,848 1.6 0.35
Tanzania 9,444 1.4 0.26
Zimbabwe 8,055 1.22 0.69
Mozambique 7,670 1.16 0.80
Namibia 4,632 0.70 2.4
Swaziland 2,642 0.40 2.5
Zambia 2,610 0.40 0.23
Angola 2,480 0.38 0.18
Nigeria 2,498 0.38 0.02
Botswana 2,097 0.31 1.20
Rwanda 1,744 0.26 0.21
Africa 664,000   0.79


This graph shows density in the same countries (except South Africa.)


Internet hosts per 1000 inhabitants
in 13 African countries


density graph


Most of Africa has density comparable to, or lower than, Nigeria. Recent data show a higher hostcount on Morocco, that appears to be the second largest country in the internet in the continent, though far behind South Africa.

This is the density picture seen as a map.


Internet hosts per 1000 inhabitants

map


The picture is changing around the world. There are different speeds of growth, and different density levels, in all areas, from the most advanced (such as North America and Europe) to the least developed (such as Africa and a large part of Asia). There is considerable potential for growth practically everywhere.

 

 

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