which published its annual report in March 2025 with data for 2023 and trends for 2024.
✔ Why it matters: For the first time, television loses its leading position among the information media (46.5% of the population) 21 percentage points less in the comparison between 2023 and 2019. The primacy of the Internet as an information medium is confirmed for all age groups, with the exception of the over-65s.
✔ An important detail: 50.5% of those who are subscribed to at least one social network declare that they find out about news and information on social networks earlier than on other media, in particular thanks to notification systems and what the AgCom [antitrust] Observatory calls ‘digital word of mouth’.
✔ The general picture: Italian citizens inform themselves online mainly through social networks (19.8% of the population) and search engines (17.9%). Also far behind are the online versions of newspapers and periodicals: 11.8%.
✔ Yes, but: only 6.6% of Italians say they have subscribed to at least one online newspaper, while among those who have not subscribed, only 14.4% show any intention of subscribing to the internet version of a newspaper sooner or later; the vast majority, however (85.6%) have no intention of doing so in the future either
This sounds like a ‘marketing’ or sociological argument. In reality, as the Tik Tok case in Romania has shown, it is not only a matter of things to know in order to devise a marketing strategy, but also of geopolitics.
