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Over 31 million Italians over 18 access the Internet monthly in mobile mode and, of these, over one third uses only mobile devices. 42% of Mobile Surfers makes also purchases through the Smartphone, bringing the weight of Mobile Commerce over total in 2017 to 25% (with a 65% growth over the previous year). The growth of investments in Advertising on Smartphone by Businesses is also in the double digit range (+49%) with over one billion euros. These numbers bear witness to the transformations taking place in the relationship between consumers and companies. And the companies did not just stand idly by: only one out of twenty five among the leaders in terms of highest income, doesn’t yet have a a site optimized for mobile viewing, and no less than nine out of ten have developed at least one Mobile Application to provide services to their customers.
The Report aims to: take a snapshot of current dynamics at Italian level, along all stages of the purchasing process (advertising, promotion, commerce, payment, and service), placing (...)
The Report summarizes current major trends related to the impact of Mobile technology on all phases of the company–consumer relationship process (Advertising, promotion, sales, pre (...)