Most visited websites in Italy 2020, by category

In January 2020, 96.1 percent of digital audience browsed search engines. Videos and movies followed in the ranking with 89.3 percent. The penetration rate of instant messaging amounted to 83.3 percent. On this category of websites, each Italian user spent on average about 29 hours in the month of April 2020. This was the longest time in comparison to other platforms.

WhatsApp stands out

In 2018, WhatsApp was the most used messaging app in Italy, reporting a penetration rate of 95.1 percent, while about 65 percent of users preferred Facebook messenger. When looking at the downloads of the mobile apps over December 2019, WhatsApp was mostly downloaded by Android users (629,995 downloads), rather than by iOS ones (140,672). During the same period, Facebook Messenger reported much lower values, with 265,354 downloads from the Google Play Store and 60,858 downloads from the Apple store.

WhatsApp as news source

Apart from chatting on WhatsApp, Italian users did not ignore the potential of the messaging app as news source. In a poll from 2019, about 27 percent of respondents answered that they read the news and keep themselves informed through WhatsApp.

Share of the digital audience in Italy in January 2020, by website category

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Release date

March 2020



Survey time period

January 2020

Age group

2-74 years

Supplementary notes

TDA and PC.
Mobile users of smartphones Android and IOS aged 18 to 74 years.

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Statistics on "Internet usage in Italy"

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