Distribution of social media used in Italy 2017-2018

This statistic shows the results of a survey conducted by Cint on the distribution of social media used in Italy in 2017 and 2018. In 2018, 30.89 percent of respondents stated that they use Facebook.
In 2015, there were 19.31 million Facebook accounts registered to Italian users**. By 2021, this amount is projected to reach 23.51 million users.

Facebook enjoys the highest market share of any social network in Italy, claiming 87.76 percent of the market in 2016, compared with the 4.29 percent claimed by Twitter, their nearest rival.

In terms of social media penetration , Italy sits approximately in the middle of European nations as of January 2017. With a social media penetration rate of 52 percent, Italy is 25th of 49 European nations, between Monaco and Albania. The level of young adults using social media on a daily basis is also slightly lower than the European average. 65 percent of females from 25 to 29 years of age, for example, used social media on a daily basis in Italy, compared with an average of 86 percent of females aged 25 to 29 years in Europe.

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Release date

August 2018



Survey time period

2017 to 2018

Number of respondents

207,735 respondents*

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

* Number of respondents interviewed corresponds to year 2018. In 2017, 92,005 respondents were interviewed.

**This statistic presents exclusive data by Statista’s Market Analytics team and is based on calculations and estimates derived from relevant primary data and third-party data analysis. See our Methodology section for more details.

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