Search Marketing Consultant

Web Marketing & Search Engine Consultant

BTO – PhoCusWright >> Florence Kaci


Presentation by Florence Kaci of PhoCusWright

  • 52.4% of Italian Population are online (Internet Penetration)
  • Italy is a very fragmented market place, perceived also as a strategic one
  • Europe is overtaking the US (the market is saturated)
  • Local players in the travel industry are few and very weak, leaving huge market opportunities to foreign multinationals
  • In Italy the most purchased Online Services were related to travel
  • Mobile segment grows leaps and bounds with 90% mobile phone usage Italy has the highest number of mobile phone users in the world
  • Social Media usage in Italy is very high in Italy with an average of 6 hours and 27 minutes per month – higher than the global average
  • Facebook comments and socializing is having a greater impact on consumers than “traditional” hotel review sites such as Trip Advisor