Italy and social networking
30 09 2009
Copyrights - L'Espresso
I have recently worked on the Italy section of the new European Online Travel Report published by PhoCusWright and one thing that surprised me particularly was the extensive use of social networking back in my country. As a matter of fact, I briefly mention this in the conclusion of my study.
I have been in the US for years now and it has been a struggle to keep in touch with family and friends. The best way has always been the phone and my bills have been traditionally expensive. I have been begging friends and relatives to use email as communication means, but with little success. In the last few years, things have changed for the better thanks to social networking.
Something that I thought was mere perception from my own experience, it is actually confirmed in a recent study published by L’Espresso, an Italian weekly magazine. Italians love online social networking (not just the younger generations) and the sense of community that these web sites create.
Even though the study was conducted on 1,326 social networking users, some results should certainly get the attention of marketers and online travel gurus:
- 93,70% of people surveyed are on Facebook
- 97,20% use e-mail, 79,30% instant messenger, 49,40% forum
- 44,30% check their profile on their favorite social networking web site daily
- 58,70% use social networking web sites to keep in touch with friends,
- 46,30% use social networking to share information.
- 40,70% think that social networking web sites are an effective promotional tool for work related activities
- 45% find information through social networking web sites
The study does not cover the impact of Twitter in Italy. I have seen some professionals and journalists using it, but its adoption – I believe – is still in its infancy. This might change soon since Twitter recently announced an Italian version of the web site. In spite of the fact that social networking web sites have become so big in Italy, businesses (including – above all – travel) are not catching up and are missing on a big opportunity to have their marketing message on steroids with a minimal investment.
