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Consulting forecasts is not just a pastime, but a real habit carried out daily by 2 out of 3 Italians. This was revealed by a research conducted by BVA Doxa for Meteo.it on the relationship between Italians and weather forecasts. New moments when one chooses to consult the weather: 25% of Italians admit to checking the forecasts before choosing the days in which to work from home. Furthermore, the weather continues to be a great influencer of moods, especially for young people and women.
CHECKING THE WEATHER IS A REAL HABIT – People of saints, poets and navigators, but also of weather-dependent. Yes, because consulting the weather forecast is a daily activity, not just a simple pastime, for 2 out of 3 Italians: 96% of our compatriots admit to check the weather conditions at least once a day. Then, we have the real “weather-dependents”, those people who do not move without first checking what the weather will be in the following hours: half of Italians say they know at least one. This is what emerged from the “Italians and meteorology” survey carried out by BVA Doxa on a sample of 1000 people between 18 and 64 years old scattered throughout Italy, on the occasion of the 20 years of iLMeteo.it, the most used weather provider in Italy with almost 5 million average users per day and with about 10 million users on its app, according to recent Audiweb data.
OCCASIONS TO CHECK THE WEATHER – But when do Italians check the forecasts? 42% admit to always consult the weather conditions, while only a small 3% admit they do not worry about it, expect when they need a whole weekend of nice weather. However, not just for out of town trips: due to the pandemic, many worked from home in this last year, and 25% of Italians admit to checking forecasts before choosing the day to work from home, a percentage that in the South and in the islands rises to 29%, double that of the Northwest with 14%. Instead, it is 1 in 4 Italians take a look at the weather before going out for physical activity. While 2 out of 3 Italians, 63% to be precise, choose whether to take the car or go on foot and even 1 out of 5 Italians admits to having left the house with an umbrella even if the sun was shining outside.
NEVER WITHOUT IT – Overall, 38% of respondents would have big problems in everyday life if they could no longer check the weather forecast and even 11% of them would have serious difficulties, since knowing what the weather looks like is fundamental for their activities. The weather conditions, in some cases, that also have a great impact on people’s mood: over 60% generate disorders such as stress, anxiety, headaches, apathy and mood swings, especially young people under 34 and women. And finally, a great classic: still very fashionable to talk about weather forecasts while in the elevator: 86% of Italians consider atmospheric conditions an excellent ice-breaking argument.
“Weather and meteorology in general are now really within everyone’s reach thanks to services offered by operators such as ILMETEO.IT, – said Antonio Filoni, Partner and Head of Innovation and Digital of BVA Doxa, -” this means that its consultation is truly constant, across the ages or social classes, guiding and significantly modifying people’s choices, from where to go for a weekend to whether to take the car or go out by foot “. In short, “meteorology is increasingly fundamental in our daily life, becoming an integral part of all our micro decision-making processes – confirms Emanuele Colli, CEO of iLMeteo.it – the work we have been doing for the past 20 years is to make it increasingly accessible and reliable weather forecasts using a pop language capable of simplifying highly sophisticated calculations and models “.
