Mobile apps used by the Generation Z in Italy 2019, by category

In 2019, messaging and social network apps were the most used apps by Generation Z in Italy, followed by video sharing apps like YouTube. The term Generation Z usually comprises people born between the mid-late 1990s and the early 2010s. This generation grew up using digital technologies, and surveys showed that they used them even more during the lockdown imposed due to the pandemic.

How did COVID-19 measures affect Generation Z?

Social network and instant messaging use among young people increased during the first half of 2020. This was due to the lockdown measures imposed in Italy to prevent the spread of COVID-19. Spending more time at home, 73 percent of the respondents to a survey reported they were using social network and instant messaging more. However, they still missed offline interactions very much. Another survey in fact revealed how meeting with friends and visiting relatives were the activities that Generation Z’s members were most eager to resume.

Instagram and YouTube

Instagram is one of the most popular social networks among young people and as much as 95 percent of Generation Z members use it at least once a day. For only-video content, YouTube dominates the market. Italian youngsters use the platform mainly to watch music videos and videos on topics of their interest. However, the biggest change in Generation Z’s habits with respect to other age groups was in the share of respondents who reported to follow influencers or youtubers channels (56 percent). In particular, members of the 16-24 age group were interested in influencers who talk about their daily lives.

Mobile apps used by the Generation Z in Italy in 2019, by category

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Release date

June 2020



Survey time period

March and April 2019

Number of respondents

201 respondents

Age group

16-24 years

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

This question was phrased by the source as follows: "Pensa alle APP che hai installato sul tuo smartphone, quali delle seguenti utilizzi regolarmente?"
More than one answer was possible.

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