The social network market in Italy and the rest of Europe

A research carried out by eMarketer shows that girls are the main source of social media users. Italy is the fourth European social network market thanks to women and young people.

According to the National Institute of Statistics (Istat), participation in social networks is the most high among young women in the age group between 18 and 19 years old.

In this small slice of the online population, 90.0% of those interviewed are registered and participate in non-professional social networks.

Instead, professional social networks such as LinkedIn mainly attract more mature users. older people: 17.2% of women and 19.4% of men, both between 25 and 34 years old, frequent sites like LinkedIn and Xing. Overall, only 13.4% of men and 10.5% of women use a professional social network, while 57.5% of women and 54.9% of men use a professional social network. active on a personal social network.

eMarketer estimates that the monthly audience of social networking sites in Italy will reach 23.3 million in 2016, compared to 22.5 million in 2015