Social Italiani is a comprehensive guide to the state of digital in Italy, featuring detailed statistics on internet use, social media use and mobile connectivity. It also explores how Italians are using the different platforms in their daily lives, and provides insight into the changing social-political climate in the country.

Italians are a highly sociable bunch, and spend lots of time meeting friends in bars, restaurants or pizzerias. Often, parents will leave their children with grandparents or babysitters so that they can go out with friends.

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Facebook is the most popular platform in Italy, followed by Instagram and YouTube. TikTok, however, has taken the lead in terms of ad-supported content, with almost half of all users spending a remarkable 32 hours and 12 minutes on the app per month.

According to research by Meltwater, nearly 60% of all Italians search for information on brands and products online. The most common channels for researching brand information include social media, price comparison websites and reviews.

If you are planning on running a competition or giveaway on Facebook in Italy, it is worth bearing in mind that the ‘server territoriality’ principle means that entries must be collected on servers located in Italy. Otherwise, the organiser may be required to pay a fine.