Tiktok is the social network on which Italians spend the most time

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Tiktok is the social network on which Italians spend the most time

In Italy, people connected to the Internet make up 88% of the population and spend almost six hours a day online. There are 43 million social media users, 73% of the population, and they use six different platforms every month. TikTok is the one they spend the most time on, 32 hours and 12 minutes per month; in second place YouTube with 18 hours and 15 minutes, followed by Facebook with 16 hours and 37 minutes, Instagram with 15 hours and 13 minutes and Whatsapp with 13 hours and 54 minutes. These are the data contained in 'Digital 2024', the annual We Are Social report created in collaboration with Meltwater.

People access social media mainly to fill their free time (47%, up on the previous year) and keep up to date; followed by staying in touch with friends and family (45%, decreasing). Sharing one's daily life (19%) or discussing one's opinions with others is less common (17%).

Looking at the most used platforms, according to the report, the primacy of the Meta ecosystem is confirmed: Whatsapp is used by 90% of people every month, followed by Facebook (77%), Instagram (75%) and Messenger (50%). Followed by Telegram (48%) and TikTok (41%). Among these, TikTok is the one with the highest growth, +4% compared to the previous year.

Almost all people consume video content, 91%, an increase of 0.4%. Almost six out of 10 people rely on social media to find information about brands, the number of people who say they have clicked on sponsored social content increases by around 7% (14.1%). Podcasts continue their growth trend, recording +14% of listeners compared to the previous year; 17% listen to them every week. Gaming is also growing, with 84% of people playing video games (+4% compared to the previous year).

Finally, digital advertising spending is growing by 10%, accounting for more than half (56%) of total advertising spending.

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