The weak points of Italian wineries on the web: little advertising and 40% of websites only in Italian

The majority of websites are only translated into one foreign language, and a good 20% lack adequate privacy. It doesn’t get better if we evaluate the conscious use of social networks: aside from not using advertising (wasting time and resources), more than 20% of wineries do not use Instagram, and the number of those that are not present on Facebook is growing. These are surprising data. Those that emerged from the “In Vino Digital” study, an analysis of the use of digital tools by 300 wineries with a production of fewer than 250,000 bottles, signed by “Contesti DiVini” and staged on December 1st, and of which we provide the primary highlights.
Among the most interesting and important aspects is the coherence between the company data present on the site, Google, and social networks: coherence is present in 75% of cases, but there are still 75 out of 300 wineries that present different data between one platform and the other. It is therefore critical to have a privacy management policy for the processing of personal data within the site, as well as, for security, a “https” protocol, which more than 75% of businesses have. More than 60% of company websites are translated, with more than 40% in one language, 14% in two languages, 4% in three languages, and less than 2% in four languages. To understand the quality of a site it is also useful to pay attention to the details, such as the use of renamed or unnamed photographs: almost 60% of wineries use unnamed photos on the web (ex: IMG_1234).