Advertise in Italy

Italy has an internet penetration of 65.6% so based on their total population of 59,801,004people 39,211,518 are online, leaving 20,589,486 non-internet users.
Compare this to the Europe region which has an internet penetration of 73.5% with a total online population of 604,147,280for the region as a whole.

Advertise in Italy 2017-09-12T15:17:02+00:00

Italy’s internet advertising sector is a $2,644.4M industry, segmented as follows:

Display Advertising

amounts to $655.1M (24.8% of the total) and will grow by an annual CAGR of

6.61%

Video Advertising

amounts to $549.3M (20.8% of the total) and will grow by an annual CAGR of

10.69%

Search Advertising

amounts to $905.7M (34.2% of the total) and will grow by an annual CAGR of

2.01%

Social Media Advertising

amounts to $257.5M (9.7% of the total) and will grow by an annual CAGR of

5.71%

47% of the population (28,106,471) are on social media, they spend an average of 2.0 hours per day on social platforms, 40% of them use their mobile devices to access social platforms which makes sense because 84% of the population has a mobile phone.

Classifieds Advertising

amounts to $276.7M (10.46% of the total) and will grow by an annual CAGR of

1.42%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$1146.4M

Italy’s annual growth:

+6%

internet users

0%

active social media users

-2%

mobile subscriptions

+9%

active mobile social users

Digital Device Ownership

95%

mobile phone

62%

smart phone

65%

PC

21%

tablet

6%

TV Streaming Device

N/A

Handheld Gaming Console

3%

E-Reader Device

1%

Wearable Tech Device

Time Spent with Media

4h 05m

Average daily use of the internet (PC/Tablet)

2h 10m

Average daily use of the internet (Mobile)

1h 57m

Average daily use of social media (any device)

2h 25m

Average daily use of television

Frequency of Internet Use

79%

Every day

15%

Once per week

5%

Once per month

1%

Less than once per month

Share of web traffic by device 

73%

PC

21%

Mobile

6%

Tablet

0.17%

Other devices

Top Active Social Platforms 

33%

Facebook

23%

Facebook Messenger

13%

Skype

14%

Google+

11%

LinkedIn

12%

Twitter

30%

WhatsApp

12%

Instagram

6%

Pinterest

6%

Viber

Mobile Activities

43%

Mobile Messengers

30%

Watching videos

24%

Playing games

21%

Banking

34%

Maps

E-Commerce By Device (past 30 days)

48%

Purchased a product or service online

56%

Searched online for a product of service

53%

Visited an online retail store

44%

Made an online purchase via PC

23%

Made an online purchase via Mobile

Italy is one of the countries which has lower total internet advertising growth and higher mobile internet penetration.
These countries tend to have larger economies and have relatively mature internet advertising sectors and large middle classes that have fuelled demand for smartphones and tablets.
Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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