Our research conducted with a sample of Italian users aged 18 and above shows that social media continues to be a strong and influential digital engagement environment across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) often differ significantly. Some platforms with moderate adoption may show strong daily engagement — or the opposite. For full datasets, sample bases, and the complete country report, Datambar can be contacted. The following insights are shared in limited scope for market researchers, advertisers, academics, students, and other decision‑makers.

• Facebook shows strong daily engagement: Daily usage reaches 78%, especially high among users aged 35–44 (85.4%) and 45–54 (77.1%), making it a key platform for mature audiences.
• Instagram leads among younger users: Daily usage stands at 80%, with significant engagement among 18–24‑year‑olds (81.3%) and 25–34‑year‑olds (89.6%).
• YouTube remains a stable video platform: Daily usage reaches 60%, with strong activity among 25–34‑year‑olds (70.7%) and 35–44‑year‑olds (65.9%).
• TikTok continues to drive short‑form video consumption: Daily usage stands at 71%, with engagement peaking among users aged 18–24 (69.6%) and 45–54 (84.2%).
• Telegram is well‑suited for community and announcement‑based communication: Daily usage reaches 54%, with notably high usage among ages 25–34 (70.6%) and 35–44 (65%).
• Pinterest offers advantages for lifestyle‑focused content: Daily usage is 24%, particularly strong among 35–44‑year‑olds (31.3%).
• X (Twitter) is preferred for news and commentary: Daily usage reaches 56%, with high engagement among ages 35–44 (61.1%).

🎯 Strategic Recommendations

• Broad reach and daily engagement: Instagram + YouTube + Facebook
• Youth targeting: Instagram + TikTok
• Female‑focused campaigns: Pinterest + Instagram
• Community and announcement content: Telegram
• Video‑first strategies: YouTube + TikTok