Mobile, the business ally

Around 34 million Italians use mobile devices (Smartphones and tablets) every month to connect to Internet. That is equal to 86% of the online population, and 71% of Mobile surfers also use the Mobile channel to make purchases. Since 2019 Mobile has overtaken Desktop to become the biggest component of the Internet Advertising market. In this context, the offer of services is evolving quickly to enable companies to best manage the relationship with their customers on this channel. Hyper-profiled data for marketing initiatives and to provide insights on clients, measurement of the impact of advertising campaigns on points of sale or other places of interest, new messaging channels for conversational marketing strategies, new trends linked to the user experience of apps and websites are just some of the opportunities available on the market. The Report aims to provide a snapshot of the market dynamics and the key current trends related to the impact of Mobile on the different phases of the relationship between companies and consumers (in particular Mobile advertising and Mobile promotion and loyalty); analyse the latest developments in the areas of Mobile wallet and Mobile messaging; capture the viewpoint of consumers with regards to the user experience of Mobile apps and explain its impact on company performance.