1. Market Overview

Nowadays the internet and social networks have seamlessly integrated into our daily lives, reshaping how we interact, work, and entertain ourselves. As of today, over 66% of the global population is online, with 5.35B users spending an average of 6 hours and 40 minutes each day immersed in digital activities (DataReportal, GWI). This unprecedented connectivity offers a wealth of opportunities, from instant communication and social networking to information retrieval and e-commerce.

Digital tools offer users access to limitless opportunities and functionalities, allowing them to be utilized in various contexts. The most common uses of the internet include chat and messaging apps (94.7%), social networks (94.3%), search engines (80.7%), and shopping (74.3%).

Consequently, the digital environment serves not only as an impersonal tool for achieving specific goals, such as information retrieval or online shopping but primarily as a platform for integration into the global community. A digital profile is no longer just a collection of user data but a fully developed persona used for identity and interaction within the network.