Social Media Usage in Italy

Social media usage in Italy
Table of Contents
Overview
06 Italy: frequency of internet use in 2017
07 Italy: share of the population using the internet 2014, by frequency of use
08 Survey: individuals using social networks and apps 2015
09 Survey: share of activities among Italian millennials 2015, by frequency
10 Italy: top active social media platforms in Q4 2016
11 Italy: most used social networks 2015
12 Italy: devices used to access to social media 2015
Social media platforms

14 Italy: top active social media platforms in Q4 2016
15 Italy: number of Instagram users 2016, by age
16 Italy: number of Instagram users 2016, by region
17 Italy: instagram users 2016, by gender
18 Italy: share of Snapchat users 2016, by age group
19 Italy: Snapchat activities 2016, by age group
20 Italy: Snapchat users 2016, by age group and frequency
21 Italy: share of Facebook users 2016, by age
22 Italy: share of Facebook users 2016, by gender
23 Italy: female Facebook users ranked by age in 2017
24 Italy: male Facebook users ranked by age 2017
Public authorities using social media

26 Italy: governmental entities using Facebook 2014-2015
27 Italy: governmental entities using Twitter 2014-2015
28 Italy: governmental entities using YouTube 2014-2015
Forecasts
30 Forecast of the Facebook user penetration rate in Italy 2014-2021
31 Forecast of the social network user penetration rate in Italy 2014-2021
32 Forecast of Facebook user numbers in Italy 2015-2021
33 Forecast of social network user numbers in Italy 2015-2021
Overview
Overview 6
Italy: frequency of internet use in 2017

How often internet users access the internet for personal reasons (any
device)?
data
100.0%
90.0% 86%
80.0%
70.0%
Share of respondents
60.0%
50.0%
40.0%
30.0%
20.0%
10%
10.0%
3%
1%
0.0%
Use the internet less than once per Use the internet at least once per Use the internet at least once per week Use the internet every day
month month
Note: Italy; January 2017
Further information regarding this statistic can be found on page 35.
Source: Google ID 551212

Overview 7
Italy: share of the population using the internet 2014, by frequency of use
Share of the population using the internet in Italy 2014, by frequency of
use
data
40.0%
38%
36%
35.0%
30.0%
25.0%
20.0%
16%
15.0%
10.0%
5%
5.0%
3%
2%
0.0%
No response Non-user Use internet daily Use internet less than Use internet once per Used internet more than
once per week week three months ago
Note: Italy; 2014
Source: Istat ID 552415

Overview 8
Survey: individuals using social networks and apps 2015

Do you use one of the following social networks or apps?*
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
At least one 95%
Facebook 75%
WhatsApp 59%
Instagram 36%
YouTube 34%
Skype 32%
Twitter 29%
Google+ 28%
Spotify 11%
Myspace 9%
Ask.fm 9%
Viber 9%
WeChat 8%
Pinterest 7%
None of them 5%
Note: Italy; January 19-26, 2015; 12-17 years ; 1,003
Source: Ipsos; Save the Children ID 663697

Overview 9
Survey: share of activities among Italian millennials 2015, by frequency

How often do you perform such activities?*
Chart Title
Never Everyday
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
7%
Chat with friends/relatives
93%
25%
Update your Facebook page
65%
41%
Read the blog of someone else
59%
43%
Post pictures on your Facebook page
57%
48%
Chat with someone met on the internet
52%
49%
Update the Facebook page of someone else
51%
52%
Post your videos on the internet
48%
60%
Twitting
40%
62%
Update a personal blog
38%
Note: Italy; January 19-26, 2015; 12-17 years ; 1,003
Source: Ipsos; Save the Children ID 663820

Overview 10
Italy: top active social media platforms in Q4 2016

Leading active social media platforms* in Italy in the fourth quarter of
2016
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Youtube 57%
Facebook 55%
Whatsapp 45%
FB Messenger 33%
Instagram 28%
Twitter 25%
Google+ 25%
Linkedin 19%
Skype 19%
Pinterest 15%
Tumblr 11%
Snapchat 10%
Note: Italy; 3rd and 4th quarter of 2016; 16-64; Italian internet users.
Source: Hootsuite; We Are Social ID 550825

Overview 11
Italy: most used social networks 2015

Share of social networks among internet users in Italy in 2015
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Facebook 33%
Google + 14%
Twitter 12%
Instagram 12%
Linkedin 9%
Pinterest 6%
Note: Italy; 2015
Source: We Are Social ID 570699

Overview 12
Italy: devices used to access to social media 2015

Which devices do you use to access to social media (Facebook, etc...)?
data
45.0%
40.2%
40.0%
35.0%
30.3%
30.0%
25.0%
20.7%
20.0%
15.0%
10.0% 8.8%
5.0%
0.0%
Computer Smartphone None Tablet
Note: Italy; November 9, 2015 to December 13, 2016; 4,000
Source: Rai ID 658307

Social media platforms

Social media platforms 14

2016
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Youtube 57%
Facebook 55%
Whatsapp 45%
FB Messenger 33%
Instagram 28%
Twitter 25%
Google+ 25%
Linkedin 19%
Skype 19%
Pinterest 15%
Tumblr 11%
Snapchat 10%
Note: Italy; 3rd and 4th quarter of 2016; 16-64; Italian internet users.
Source: Hootsuite; We Are Social ID 550825

Italy: number of Instagram users 2016, by age

Number of Instagram users in Italy as of May 2016, by age (in million
individuals)
data
5 4.8
4
Number of users in millions
2
2
1 0.8
0.3
0
13-17 years 18-34 years 35-55 years 56- over 65 years
Note: Italy; May 2016
Source: Facebook; Instagram ID 692395

Italy: number of Instagram users 2016, by region

Number of Instagram users in Italy as of May 2016, by region (in 1,000s)
data
0 200 400 600 800 1000 1200 1400 1600
Lombardy 1,400
Campania 950
Lazio 920
Sicily 660
Emilia-Romagna 640
Veneto 600
Apulia 550
Tuscany 520
Piedmont 510
Calabria 250
Sardinia 240
Liguria 210
Marche 210
Abruzzo 180
Friuli Venezia Giulia 130
Number of users in thousands

Italy: instagram users 2016, by gender

Share of Instagram users in Italy as of May 2016, by gender
data
60.0%
54%
50.0%
46%
40.0%
Share of users
30.0%
20.0%
10.0%
0.0%
Male Female

Italy: share of Snapchat users 2016, by age group

Share of Snapchat users in Italy in 2016, by age group
data
45.0%
42.6%
40.0%
35.0%
30.9%
30.0%
25.0%
20.0%
15.0%
12.2%
10.7%
10.0%
5.0% 3.6%
0.0%
<18 18-24 25-34 35-44 >45
Note: Italy; 2016; 14 years and older; 925 Respondents
Source: Istituto europeo di design ID 682905

Italy: Snapchat activities 2016, by age group

Share of Snapchat activities in Italy in 2016, by age group
Chart Title
<18 18-24 years 25-34 years 35-44 years >45
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Private chat Create a story Send pictures Read a story Send videos Funny photos

Italy: Snapchat users 2016, by age group and frequency

Share of Snapchat users in Italy in 2016, by age group and frequency
Chart Title
<18 18-24 years 25-34 years 35-44 years >45
70.0%
63%
60.0%
53%
50.0% 48% 48%

40%
40.0%
32%
30.0% 27%
22% 22%
20%
20.0% 17%
16%
15% 15%
14%
12%
10% 10%
9%
10.0%
4%
0.0%
Every day Sometimes I downloaded it, but I don´t use it I didn´t download it

Italy: share of Facebook users 2016, by age

Share of Facebook users in Italy as of June 2016, by age
data
25.0%
21%
20.0%
17%
15% 15%
15.0%
Share of users
13% 13%
10.0%
6%
5.0%
0.0%
13-18 19-24 15-29 30-35 36-45 46-55 56+
Note: Italy; June 2016
Source: Facebook ID 725565

Italy: share of Facebook users 2016, by gender

Distribution of Facebook users in Italy as of June 2016, by gender
data
60.0%
52%
50.0% 48%
40.0%
Share of users
30.0%
20.0%
10.0%
0.0%
Male Female
Note: Italy; June 2016

Italy: female Facebook users ranked by age in 2017

Female Facebook users ranked by age in Italy as of January 2017 (in
millions of users)
data
3.5
3.3 3.3
3 2.9
2.6
2.5
1.6
1.5
0.7
0.6
0.5
0
13-17 18-24 25-34 35-44 45-54 55-64 65+

Italy: male Facebook users ranked by age 2017

Male Facebook users ranked by age in Italy as of January 2017 (in
millions of users)
data
4
3.7
3.5 3.4
3 3
3
2.5
1.6
1.5
1.1
0.6
0.5
0
13-17 18-24 25-34 35-44 45-54 55-64 65+

Public authorities using social media

Public authorities using social media 26
Italy: governmental entities using Facebook 2014-2015

Share of governmental entities using Facebook in Italy from 2014 to 2015
data
120.0%
100%
100.0%
80.0%
70%
Share of usage
60.0%
50%
40.0%
20.0%
0.0%
Metropolitan cities Regions National authorities
Note: Italy; March 2014 to March 2015
Source: Various sources (Democrazie Digitali Centro Studi ) ID 702812

Italy: governmental entities using Twitter 2014-2015

Share of governmental entities using Twitter in Italy from 2014 to 2015
data
120.0%
100% 100%
100.0%
80.0%
65%
Share of usage
60.0%
40.0%
20.0%
0.0%
Metropolitan cities National authorities Regions

Italy: governmental entities using YouTube 2014-2015

Share of governmental entities using YouTube in Italy from 2014 to 2015
data
120.0%
100%
100.0%
85%
80.0%
70%
Share of usage
60.0%
40.0%
20.0%
0.0%
Metropolitan cities National authorities Regions

Forecasts
Forecasts 30
Forecast of the Facebook user penetration rate in Italy 2014-2021

Forecast of the Facebook user penetration rate in Italy from 2014 to 2021
data
60.0%
51.42% 52.12%
50.48%
49.28%
50.0% 47.75%
45.88%
43.71%
41.35%
40.0%
Share of Facebook users
30.0%
20.0%
10.0%
0.0%
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Italy; May 2016; share of the total population who use Facebook via any device at least once per month.
Source: Statista (Digital Market Outlook) ID 566891

Forecasts 31
Forecast of the social network user penetration rate in Italy 2014-2021

Forecast of the social network user penetration rate in Italy from 2014 to
2021
data
60.0%
53.62% 54.19%
52.87%
51.91%
50.7%
49.2%
50.0% 47.4%
45.32%
40.0%
Share of social network users
30.0%
20.0%
10.0%
0.0%
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Italy; May 2016; share of the total population who use a social network via any device at least once per month.

Forecasts 32
Forecast of Facebook user numbers in Italy 2015-2021

Forecast of Facebook user numbers in Italy from 2015 to 2021 (in million
users)
data
25
23.51
23.08
22.55
21.89
21.12
20.25
20 19.31
Number of Facebook users (in millions)
15
10
0
2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Italy; May 2016; individuals who use Facebook via any device at least once per month.

Forecasts 33
Forecast of social network user numbers in Italy 2015-2021

Forecast of social network user numbers in Italy from 2015 to 2021 (in
million users)
data
30
25.57 25.9
25.15
24.62
25 23.99
23.25
22.43
Number of social network users in millions
20
15
10
0
2015 2016 2017* 2018* 2019* 2020* 2021*
Note: Italy; May 2016; Individuals who use a social network via any device at least once per month.

References
References 35
Italy: frequency of internet use in 2017

How often internet users access the internet for personal reasons (any
device)?
Source and methodology information Notes:

n.a.
Source Google
Conducted by Google
Survey period January 2017
Region Italy
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by We Are Social; Hootsuite
Publication date January 2017
Original source Digital in 2017: Southern Europe, page 79
Website URL visit the website

References 36
Italy: share of the population using the internet 2014, by frequency of use
Share of the population using the internet in Italy 2014, by frequency of
use

The survey categorizes the users according to their Internet usage frequency.
They are categorized as strong users (using internet everyday daily), weak
Source Istat users ( using internet once per week), sporadic users (using internet less than
once per week scarsely) and ex-users (used internet more than three months
ago infrequently).
Conducted by Istat
Survey period 2014
Region Italy
Age group n.a.
Published by Istat
Publication date May 2016
Original source Internet@Italia 2014, page 8

References 37
Survey: individuals using social networks and apps 2015

Do you use one of the following social networks or apps?*

This question was phrased by the source as follows: "Sei iscritto/ hai un
profilo su uno dei seguenti Social Network o applicazioni? Quale/i?".
Source Ipsos; Save the Children
Conducted by Ipsos; Save the Children
Survey period January 19-26, 2015
Region Italy
Number of respondents 1,003
Age group 12-17 years
Published by Ipsos
Publication date February 2015
Original source Safer Internet Day Study 2015: i nativi digitali

conoscono veramente il loro ambiente?, page 8

References 38
Survey: share of activities among Italian millennials 2015, by frequency

How often do you perform such activities?*

This question was phrased by the source as follows: "Quanto spesso ti capita
di fare le seguenti attività?".
Source Ipsos; Save the Children
Conducted by Ipsos; Save the Children
Survey period January 19-26, 2015
Region Italy
Age group 12-17 years
Published by Ipsos
Original source Safer Internet Day Study 2015: i nativi digitali

conoscono veramente il loro ambiente?, page 10

References 39

2016

* Figures present users' owned claimed/reported activity. Data have been re-
based to show total national penetration. Penetration figures based on
Source Hootsuite; We Are Social population data from the United Nations and the U.S. Census Bureau.
Conducted by GlobalWebIndex
Survey period 3rd and 4th quarter of 2016
Region Italy
Age group 16-64
Special characteristics Italian internet users.

References 40
Italy: most used social networks 2015

Share of social networks among internet users in Italy in 2015

* The source adds that the figure represents users´ own claimed/reported
activity.
Source We Are Social
Conducted by We Are Social
Survey period 2015
Region Italy
Age group n.a.
Published by We Are Social
Original source Digital in 2016: in Italia e nel Mondo

References 41
Italy: devices used to access to social media 2015

Which devices do you use to access to social media (Facebook, etc...)?

This question was phrased by the source as follows: "Indichi con quali
dispositivi svolge ciascuna delle seguenti attività. Se si tratta di unàttività che
Source Rai non svolge, selezioni la casella corrispondente nellùltima colonna".
Conducted by Rai
Survey period November 9, 2015 to December 13, 2016
Region Italy
Age group n.a.
Published by Rai
Publication date December 2015
Original source Monitoraggio della qualitá dellófferta Rai sul web

2015, page 6

References 42

2016

* Figures present users' owned claimed/reported activity. Data have been re-
based to show total national penetration. Penetration figures based on
Source Hootsuite; We Are Social population data from the United Nations and the U.S. Census Bureau.
Conducted by GlobalWebIndex
Survey period 3rd and 4th quarter of 2016
Region Italy
Age group 16-64
Special characteristics Italian internet users.

References 43
Italy: number of Instagram users 2016, by age

Number of Instagram users in Italy as of May 2016, by age (in million
individuals)

n.a.
Source Facebook; Instagram
Conducted by Facebook
Survey period May 2016
Region Italy
Age group n.a.
Published by Vincenzo Dell'Olio
Publication date June 2016
Original source Instagram in Italia

References 44
Italy: number of Instagram users 2016, by region

Number of Instagram users in Italy as of May 2016, by region (in 1,000s)

n.a.
Conducted by Facebook; Vincenzo Dell'Olio
Region Italy
Age group n.a.
Published by Instagram; Vincenzo Dell'Olio

References 45
Italy: instagram users 2016, by gender

Share of Instagram users in Italy as of May 2016, by gender

n.a.
Region Italy
Age group n.a.
Published by Vincenzo Dell'Olio

References 46
Italy: share of Snapchat users 2016, by age group

Share of Snapchat users in Italy in 2016, by age group

n.a.
Source Istituto europeo di design
Conducted by Istituto europeo di design
Survey period 2016
Region Italy
Number of respondents 925
Age group 14 years and older
Published by Istituto europeo di design
Original source Italiani su Snapchat, comportamenti e abitudini sociali

References 47
Italy: Snapchat activities 2016, by age group

Share of Snapchat activities in Italy in 2016, by age group

This question was phrased by the source as follows: "Come lo usi?"
Survey period 2016
Region Italy

References 48
Italy: Snapchat users 2016, by age group and frequency

Share of Snapchat users in Italy in 2016, by age group and frequency

n.a.
Survey period 2016
Region Italy

References 49
Italy: share of Facebook users 2016, by age

Share of Facebook users in Italy as of June 2016, by age

n.a.
Source Facebook
Survey period June 2016
Region Italy
Age group n.a.
Published by Various sources (Vincos.it )
Original source vincos.it

References 50
Italy: share of Facebook users 2016, by gender

Distribution of Facebook users in Italy as of June 2016, by gender

n.a.
Source Facebook
Survey period June 2016
Region Italy
Age group n.a.
Published by Various sources (Vincos.it )
Original source vincos.it

References 51
Italy: female Facebook users ranked by age in 2017

Female Facebook users ranked by age in Italy as of January 2017 (in
millions of users)

n.a.
Source Facebook
Conducted by We Are Social; Hootsuite
Region Italy
Age group n.a.

References 52
Italy: male Facebook users ranked by age 2017

Male Facebook users ranked by age in Italy as of January 2017 (in
millions of users)

n.a.
Source Facebook
Conducted by We Are Social; Hootsuite
Region Italy
Age group n.a.

References 53
Italy: governmental entities using Facebook 2014-2015

Share of governmental entities using Facebook in Italy from 2014 to 2015

n.a.
Source Various sources (Democrazie Digitali Centro Studi )
Conducted by Università degli Studi Suor Orsola Benincasa
Survey period March 2014 to March 2015
Region Italy
Age group n.a.
Published by Comunicazione Pubblica
Publication date April 2015
Original source La comunicazione pubblica Italiana all'epoca delle reti,

page 79

References 54
Italy: governmental entities using Twitter 2014-2015

Share of governmental entities using Twitter in Italy from 2014 to 2015

n.a.
Region Italy
Age group n.a.

page 79

References 55
Italy: governmental entities using YouTube 2014-2015

Share of governmental entities using YouTube in Italy from 2014 to 2015

n.a.
Region Italy
Age group n.a.

page 79

References 56
Forecast of the Facebook user penetration rate in Italy 2014-2021

Forecast of the Facebook user penetration rate in Italy from 2014 to 2021

* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook) relevant primary data and third-party data analysis. See our Methodology
section for more details. User numbers are based on total population (which
counts all residents regardless of legal status, citizenship or age). User
Conducted by Statista Market Analytics numbers also include not identified "duplicate" accounts (individuals who
maintain more than one or more accounts in addition to their principle
account) and not identified "false" accounts (e.g. spamming accounts).
Region Italy
Age group n.a.
Special characteristics share of the total population who use Facebook via
any device at least once per month.
Published by Statista
Original source Digital Market Outlook

References 57
Forecast of the social network user penetration rate in Italy 2014-2021

Forecast of the social network user penetration rate in Italy from 2014 to
2021

section for more details.
Conducted by Statista Market Analytics
Region Italy
Age group n.a.
Special characteristics share of the total population who use a social network
via any device at least once per month.

References 58
Forecast of Facebook user numbers in Italy 2015-2021

Forecast of Facebook user numbers in Italy from 2015 to 2021 (in million
users)

section for more details. User numbers also include not identified "duplicate"
accounts (individuals who maintain more than one or more accounts in
Conducted by Statista Market Analytics addition to their principle account) and not identified "false" accounts (e.g.
spamming accounts).
Region Italy
Age group n.a.
Special characteristics individuals who use Facebook via any device at least
once per month.

References 59
Forecast of social network user numbers in Italy 2015-2021

Forecast of social network user numbers in Italy from 2015 to 2021 (in
million users)

section for more details.
Conducted by Statista Market Analytics
Region Italy
Age group n.a.
Special characteristics Individuals who use a social network via any device at
least once per month.

Social Media Usage in Italy

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Social Media Usage in Italy

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Social media usage in Italy

Social media usage in Italy

Social media platforms

Public authorities using social media

Italy: frequency of internet use in 2017

Note: Italy; January 2017

Further information regarding this statistic can be found on page 35.

Source: Google ID 551212

Note: Italy; 2014

Further information regarding this statistic can be found on page 36.

Source: Istat ID 552415

Survey: individuals using social networks and apps 2015

At least one 95%

Note: Italy; January 19-26, 2015; 12-17 years ; 1,003

Further information regarding this statistic can be found on page 37.

Source: Ipsos; Save the Children ID 663697

Survey: share of activities among Italian millennials 2015, by frequency

Note: Italy; January 19-26, 2015; 12-17 years ; 1,003

Further information regarding this statistic can be found on page 38.

Source: Ipsos; Save the Children ID 663820

Italy: top active social media platforms in Q4 2016

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Further information regarding this statistic can be found on page 39.

Source: Hootsuite; We Are Social ID 550825

Italy: most used social networks 2015

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Note: Italy; 2015

Further information regarding this statistic can be found on page 40.

Source: We Are Social ID 570699

Italy: devices used to access to social media 2015

Note: Italy; November 9, 2015 to December 13, 2016; 4,000

Further information regarding this statistic can be found on page 41.

Source: Rai ID 658307

Social media platforms

Italy: top active social media platforms in Q4 2016

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Further information regarding this statistic can be found on page 42.

Source: Hootsuite; We Are Social ID 550825

Italy: number of Instagram users 2016, by age

Note: Italy; May 2016

Further information regarding this statistic can be found on page 43.

Source: Facebook; Instagram ID 692395

Italy: number of Instagram users 2016, by region

0 200 400 600 800 1000 1200 1400 1600

Friuli Venezia Giulia 130

Number of users in thousands

Note: Italy; May 2016

Further information regarding this statistic can be found on page 44.

Source: Facebook; Instagram ID 692409

Italy: instagram users 2016, by gender

Note: Italy; May 2016

Further information regarding this statistic can be found on page 45.

Source: Facebook; Instagram ID 692373

Italy: share of Snapchat users 2016, by age group

Note: Italy; 2016; 14 years and older; 925 Respondents

Further information regarding this statistic can be found on page 46.

Source: Istituto europeo di design ID 682905

Italy: Snapchat activities 2016, by age group

<18 18-24 years 25-34 years 35-44 years >45

Note: Italy; 2016; 14 years and older; 925 Respondents

Further information regarding this statistic can be found on page 47.

Source: Istituto europeo di design ID 683015

Italy: Snapchat users 2016, by age group and frequency

<18 18-24 years 25-34 years 35-44 years >45