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Social Media in Italy - 2023 Stats & Platform Trends

Last Updated: October 30, 2023
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How is social media in Italy?

Historical Internet Penetration
Unit: % of Total Population
Cellular Subscription %
Unit: per 100 People

Social Media's User Demographics in Italy

Given the latest survey available, in Italy there are about 42.3 million active social media users (Log in at least once in a month) in 2022. This is about 71.6 % of the addressable  demographics. Also, Throughout 2021 to 2022, the number of users has grown 5.4 %.

Social Media User Demographics
Note: Meta's figure as reference, 2022

Key Drivers of Using Social Media in Italy

Source: GWI. Users aged 16-64 years old

Key Accounts Followed For Users in Italy

Source: GWI. Users aged 16-64 years old

What Platforms are Users in Italy Typically on?

Most Used Platforms, 2022
Unit: %
Most Liked Platforms | 2022
Unit: %

How's Facebook Doing in Italy?

With the latest data published in January 2023, we can see that at the growth rate of 1.01%, there is now around 41.75 million Facebook users in Italy . With male users account for around 50.29% and female users account for around 49.71%.

Facebook Users as a % of Population in Italy
Unit: %
Facebooks Users in Italy
Unit: '000 Thousands
Facebook User Penetration in Italy
Unit: % of Total Population
Facebook User By Age Group in Italy
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Facebook User Age Penetration in Italy
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's Instagram in Italy?

With the latest data published in January 2023, we can see that at the growth rate of 1.1%, there is now around 28.32 million Instagram users in Italy . With male users account for around 49.37% and female users account for around 50.63%.

Instagram Users as a % of Population in Italy
Unit: %
Instagram Users in Italy
Unit:'000 People
Instagram User Penetration in Italy
Unit: % of Total Population
Instagram User By Age Group in Italy
Note: As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated|Unit:'000 People
Instagram User Age Penetration in Italy
Note: Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country|Unit: %

How's TikTok in Italy?

With the latest data published in January 2023, we can see that at the growth rate of 1.28%, there is now around 16.3 million TikTok users in Italy . With male users account for around 0.457 and female users account for around 0.543.

TikTok Users as a % of Population in Italy
Unit:'000 People
TikTok User Penetration in Italy
Unit: %

How's LinkedIn in Italy?

With the latest data published in January 2023, we can see that at the growth rate of 1.07x, there is now around 17.41 million LinkedIn users in Italy.

LinkedIn Users as a % of Population in Italy
Unit: %
LinkedIn Users in Italy
Unit:'000 People
LinkedIn User By Age Group in Italy
Unit:'000 People
Reference
  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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