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Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.
According to the Istituto nazionale di statistica (Istat), participation in social networks is highest among women ages 18 to 19. Among that small slide of the internet population, 90.0% of respondents were members and participants in nonprofessional social networks.
Penetration was nearly as high among women just older or younger than this group, and men of the same age were somewhat less likely to be participants. For example, among males age 18 to 19 who used the internet in the past three months, 84.5% also used social networks.
For professional social networks, however, the sweet spot was among a somewhat older group of internet users. Internet users of both genders were most likely to use networks like LinkedIn and Xing if they were between 25 and 34 (17.2% of women and 19.4% of men). Overall, just 13.4% of men and 10.5% of women used a professional social network, vs. 57.5% of women and 54.9% of men who used personal social networks.
eMarketer estimates the monthly social networking site audience in Italy will reach 23.3 million this year, up from 22.5 million in 2015. That’s a fairly sluggish single-digit growth rate, but above average for Western Europe, where the social network market is relatively mature.
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