“While the more mature platforms still remain at the center of everyday usage habits, people are active on six different social platforms every month. This means that the more traditional ones are not necessarily replaced or abandoned, but that users spend their time on a diverse ecosystem of channels because each of them offers them different experiences, benefits and opportunities. To understand what is changing, it is necessary to look beyond the classic definition of social media », says Ottavio Nava, Regional Lead Eu Area and CEO of We Are Social Italy and Spain.
Meanwhile, the contents are increasing local original, that is, those products from countries even very far from ours whose use takes place directly in the original language. A consumer Esperanto that is redesigning languages, aesthetics, cultures. It is the phenomenon synthesized by Squid Game. To push this revolution are the technologies for subtitles, the translations in real time and the algorithms that try to maximize the diffusion of the contents without distinction of origin or language, as TikTok does.
In the fragile time of the pandemic, gambling becomes serious. Of the more than six hours that are spent online, one is dedicated to gaming and four out of five users say they play online on different devices, with spending up 22%. It is an extensive phenomenon, not just limited to the youngest.
“The game has effectively become the largest social platform in existence: the numbers say it and the way people experience it says it. Periods of restrictions have accelerated growth, but the tow is tied to the experience of gamingwhich goes beyond the mere game: i gamer they socialize, interact with communities, share content about their sessions. The models “play to earn”which allow you to earn while you play, and the implementation of new technologies make the experience immersive, creative and personalized », Nava points out.
Ecommerce holds, with all due respect to the analysts who predicted an inevitable decline: more than half of Italians buy consumer goods online, up by + 7%. Social media have an amplifier role: one in three Italians seeks information on brands and products through these channels. Meanwhile, the game extends to the metaverse and to the Web3, embracing that idea of a proprietary, transparent, certified network. Are we at the dawn of a new revolution?