Leading desktop search engines in Italy 2024, by market share

As of March 2024, Google was the most popular search engine in Italy on desktop devices, with an 88.27 percent share of the search engine market. Considering the same period, Bing only reached 8.22 percent of the market share, while Yahoo! reached 2.47 percent. Furthermore, Italy was among the countries with some of highest desktop market shares for Google in the analyzed month.

Internet in Italy: a growing habit...

The internet usage in Italy has progressively grown over the last years, with the share of individuals accessing the web in Italy facing a permanent growth, passing from 34.1 percent in 2006, to 77.1 percent in 2021. The daily access to the internet in the country has also increased, from 40.3 percent in 2015, to 63.4 percent in 2021, although 21.2 percent of Italians claimed to not use the internet at all.

...with regional differences

Even though the Internet usage in Italy is constantly growing in every region, the share of Internet users remains unbalanced throughout its territory. Northern Italy has a slightly higher share of Internet users in than in the other regions, with approximately 79.1 percent of the population in 2021 accessing the web. Meanwhile the southern region had the lowest share of internet users, with 72 percent in the same year.