Featured Report:

Social Media Adoption in Italy – GlobalWebIndex. November 2011

£1250 / €1500 / $2000

 
Or Pay by bank transfer or credit card over the phone: +0044 2077 363 169
OR mail: globalwebindex@trendstream.net
 

The GlobalWebIndex, the world’s largest study into consumer adoption of the internet, is proud to release its inaugural report on social media in the Italian market. A main goal of this report is to put Italy in context with the global trends that we have identified from surveying over 100,000 people across 27 countries since July 2009 in five waves of research. Of those global trends, one of the major trends to come out over the past five waves is that the internet is evolving into a network of localised country-level internets, each with their own norms and behaviours. This is why it is important to drill down into each individual local market, and this is what we intend to do with Italy.

The report starts off by giving an overview of social media in Italy, including demographic breakdowns of social networking, micro-blogging, blogging, video-sharing and forum/chatroom behaviour. Next, it answers the question of how brands can engage consumers using social media.

More specifically, the report offers all readers the following:

• Drilling down at a demographic level social media users across all channels are slightly more likely to be men and are much more likely to be young adults under 35 years old
• The driving force behind Italian social network usage is their desire to stay in touch with their friends. Their activities reflect this, and indeed, 40% of Italian social networkers cite this as their main reason to use social networking services
• Surprisingly, Italy has the highest micro-blog penetration of the EU 5 countries. Twitter is by far the most popular micro-blogging site in Italy among the 11% that do microblog
• Full support for queries on the data and trends
• Micro-blogging is dominated by younger internet users, most of which are likely to be male. Richer Italian internet users are also less likely to be using micro-blog services
• Creating an enriching customer experience is critical if brands want consumers to share that experience, along with recommendations, to their social contacts, both online and offline

• ViewGWI.6 Trends ReportJanuary 2012
• ViewWave 5 USA Social Media ReportOctober 2011
• ViewExtended Wave 5 Trends ReportSeptember 2011
• ViewB2B Social Strategy ReportOctober 2011
• ViewWave 5 UK Social Media ReportComing Soon
• ViewWave 5 Brazil Social Media ReportComing Soon
• ViewWave 5 Global Mobile ReportComing Soon
• ViewWave 5 Global Tablet ReportComing Soon