In 2020, the year of the pandemic, in Italy Facebook was the most used social network, for over 36.7 million people. Not far away YouTube with 35.5 million monthly viewers, completes the Instagram podium with 28 million, up by about 9%. According to l‘analysis by social media expert Vincenzo Cosenza Facebook is not only the most popular place, but it is also the one where Italians spend the most time: in December it was close to 12 hours per month per person. The data are those of 2020 and are extracted from the surveys Audiweb-Nielsen. According to Cosenza, the real phenomenon is TikTok which recorded an increase of 333%, The second largest increase is that of Twitch which grows by 75% and touches the monthly average of 4 million viewers. While still having a limited use to the very young (in 2020 it was used by about 26% of 18-54 year olds) Tik Tok, writes the analyst, can boast a residence time of approximately 5 hours per month per person. Same goes for Twitch which, if it were to be able to expand its user base, could undermine its competitors. In December, Amazon’s social media was used on average for about 2 hours per person.
Within an hour of use, both Twitter (1:02) and Snapchat (59 minutes) are positioned, both looking for the best ways to keep people in their spaces for longer. Twitter has missed the video train, but may try again with audio (the upcoming launch of Spaces), Snapchat has started betting on the short video card.
Under the hour of use we find Reddit (40 minutes), Tumblr (39 minutes), Pinterest (24 minutes) and LinkedIn (16 minutes) which has not yet managed to solve this problem, even with the introduction of direct