Toluna has published research that explains how the relationship of Italians with social media is changing during the Coronavirus era. With 1000 respondents, the study shows how these platforms are proving to be a great ally during quarantine, especially for talking to friends and family.
In fact, respondents explained that they have increased their online presence with 70% of them saying they have increased the use of social media. Facebook is the platform par excellence in Italy (50%), although Instagram is the most used social media by Generation Z (60%). YouTube, on the other hand, claims to be the most popular platform for culture, sport and education content.
TikTok instead gains +11% of new accounts opened in recent weeks (+18% by Generation Y alone).
Among other things, social media are also used for good: almost 50% claim to have participated in a fundraiser and 40% claim to have also shared it on their profiles showing a greater understanding of the viral power of social media. What was also unexpected is that the under 23s in particular have been the most generous in this respect.
As far as likes, comments and followers are concerned, this increased rate of use obviously increases them too. In fact, Italians have started to follow more pages and profiles of friends, family and colleagues (61%), institutional channels (53%) and news channels (52%).
The most followed posts are, naturally, the informative update posts on Coronavirus (54%), but also the stories of friends and family (41%) on Instagram and Facebook and humorous and ironic posts (39%).