The Search Market in the “Bel Paese” – Italy

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The Italian Internet audience is the ninth largest in the world. Italy has 28 million internet users (49% of the population) and 11 million of them are heavy users (defined as accessing the Internet at least once every day). The number of internet users has grown by 133% since May of 2006. According to Nextplora, by 2010, 90 % of the country will be reachable by broadband. E-commerce in the “Bel Paese” is growing very fast, partly due to a comfort level with online purchasing, mostly thanks to the new “top-up” credit cards, such as PostePay, that some banks have created specifically for this use.

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About the Author

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Simone Luciani works as a freelance SEM specialist for eBay's site kijiji. Simone also runs an SEM blog at www.rankfirst.info/dblog (Italian) and co-owns the Internet 3C agency in London (www.internet-3C.com).

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