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More than half of Italy’s population were regular social media users in 2016, according to a recent report. Facebook continued to be the dominant social network, but other platforms increased their shares of user activity, too.
According to a January 2017 Hootsuite and We Are Social report, the number of active social media users in the country rose to 31.0 million, an increase of 11% year over year. That works out to 52% of the total population.
The Hootsuite/We Are Social report found that found that Facebook was the most widely used social network, followed by messaging apps WhatsApp and Facebook Messenger.
The figures come in higher than eMarketer’s most recent estimates from October 2016, which put the total number of social network users in Italy at 25.5 million this year, or a bit more than 41% of the population.
Estimates for social network penetration rates in Italy tend to vary widely. For instance, in December 2016, European Commission data put the figure at 51% of the population over the age of 15 in 2016. But in the same month, Eurostat put the figure at 42% among those ages 16-74.
But Facebook is clearly the dominant platform in the category. eMarketer estimates that 97.2% of social network users in Italy are Facebook users.
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