Friends and family are very important in Italian culture. In fact Italians have a hard time moving too far away from their extended family, unless out of necessity for employment reasons. More than 90% of my childhood friends, some of whom are grandparents, still live in Florence, and often in the same neighborhood where we grew up.
Of my vast circle of friends, only 2 of us live outside of Italy (I'm in the US, the other is in London). I have another good friend who moved to Seattle with his Washington State native wife but both lasted less than 2 years. He couldn't take the lack of social life prevalent in America.
Italians are known for being 'bamboccioni' or 'mammoni' (mama's boys). They move out of the house when they marry, which nowadays is often in their 30's. And that is if they can afford to buy a house (or more likely if their parents buy one for them). Since the labor law reforms of some years back which intended to make Italy's work rules more flexible, a lot of youngsters nowadays are hired only on a short term contract (up to one year), therefore they don't feel financially secure enough (and neither do the banks) to take out a home loan and rents aren't cheap either in major cities.
I think friendliness is relative. Most Italians are, just like the French are in my experience.