Popular ways to discover influencers in Italy in 2019, by user characteristics
Italian users discovered influencers through a mix of different channels. A poll from 2019 showed that 42 percent of users aged between 35 and 44 years found them randomly, while they were looking for information on the web. Traditional media were a relevant channel for up to 27 percent of respondents, while recommendations of friends or other people they knew was a popular way to discover influencers among younger individuals of the Generation Z.
