Social media usage in Italy - Statistics & Facts

A recent survey revealed that more than seven out of ten Italian social media users did not want to reduce their time spent on social media during 2020. Most of them were likely to have an account on Facebook, the social network with the highest number of users in the country, followed by Instagram and LinkedIn. A poll from 2019 revealed that roughly eight of ten social media users used Facebook or Instagram on a daily basis.

Among the newer offers, Tik Tok has experienced a significant surge between the end of 2019 and the beginning of 2020. As of May 2020, the social media platform where users can create and share short videos counted over four million monthly active users. As far as the mobile audience is concerned, most app downloads were registered in the Google Play store. The Google Play Store was used roughly twice as much than the Apple App Store by Italian Facebook and Twitter users.

Aside from liking other users’ posts, sending private messages was the second most-recurring activity among social media users. In fact, instant messengers such as WhatsApp or Facebook Messenger were the most popular social networking apps. The coronavirus (COVID-19) emergency boosted the use of social media in Italy, with a remarkable increase in consumption among young users between 16 and 30 years. Additionally, social media were a source of content related to the coronavirus. Between February and March 2020, Twitter and YouTube registered the highest coverage of the topic, with YouTube even increasing its share of coronavirus-related content during the enforced lockdown.

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Social media usage in Italy

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