Facebook is not the queen app in Italy, but Whatsapp. Sensemakers, which represents comScore in Italy, has provided DataMediaHub, exclusively for our country, with data relating to unique users on the mobile apps of the main social media in our country .
The data relates both to the number of users who access the various social platforms, and to instant messaging, and to the time spent. The details of these data are also provided for those aged between 18 and 24. To dominate, contrary to what might have been expected, it is not Facebook, even if it is always the same "family", but WhatsApp, which in November 2019 reaches 31.3 million unique visitors, an increase of 5% compared to November 2019. YouTube follows with 27.1 million unique visitors [+ 3%], and Facebook with 23.4 million unique visitors [+ 2%].
Telegram , which reaches 8.2 million unique visitors, with a growth of 68% compared to November 2018 , and TikTok, which if it stands at 6.4 million unique users, reaches 3.8 million unique visitors from very strong growth. , and has the highest growth rate [+ 144%]. Pinterest and LinkedIn are also growing , which apparently have a relatively poor use of mobile apps compared to the total audience.
Snapchat is down , on which, as far as Italy is concerned, we have never gambled, and Twitter , which however is growing overall.
Residual Twitch , which instead has an overall position of absolute importance with regard to viewing gaming videos.
The situation with regard to the average time spent on the mobile apps of the social networks taken into consideration also changes significantly. In fact, in this case Facebook is the dominant, which in November 2019 saw an 11-hour usage per user, on average 8% up on November 2018. It follows Twitch, which evidently is used by few in Italy, but with intensity. Also in this case, the platform with the highest growth rate is always TikTok, on which it seems they are even investigating our secret services, thus giving reason to our concerns about the reputational risks associated with the corporate use of this platform. Tail light, once again, Snapchat, as half an hour spent on average by the few who use it. Yet another evidence, if necessary, of the fact that it does not convince and does not involve.
If this is general photography, how does the situation change among young people, between 18 and 24 years old ? Well, more than as regards the number of users who access the various social platforms, and instant messaging, it is the trend that provides reason for interest. In fact, if WhatsApp and YouTube always remain at the top, it jumps to third position, bypassing Facebook and Messenger, Instagram . However, what is striking is the drop compared to November 2018 of all the top five social and instant messaging platforms, with Messenger even falling by 16% compared to the corresponding month of the previous year. Also for those between 18 and 24 years marked growth for Telegram and TikTok, but also for Pinterest. While, also in this case, in decline, and with decidedly marginal absolute values, Snapchat. Marked decline in the main social networks which, however, is not recorded in the same and uniform way, as regards the time spent, which decreases for Facebook and Messenger, while it increases for WhatsApp, Youtube, and Instagram. To dominate by growth rate, once again TikTok.
