31/01/2013 Statistics and MICE researches

Italy sees boom of smartphones, apps and mobile advertising

Each month, in Italy, about twenty million users navigate from smartphones.  Out of  these, as many as three out of four have downloaded at least one app or accessed the mobile sites of investor companies while 40% of mobile navigators click on advertising while navigating from their mobile-phones.  

In short, these are just some of the figures that emerged from a report conducted by “Osservatorio Mobile Marketing & Service 2012” of the School of Management del Politecnico di Milano, presented at a congress entitled Mobile Marketing & Service: crederci per fare il salto!

In Italy, the majority of mobile-phone users now own a smartphone : in fact, these figures have risen from 40% in 2011 to more than  50% in 2012. The number of monthly users accessing the Internet from their mobile-phones has also increased and, as previously mentioned, now accounts for almost twenty million, two thirds of the monthly users who access it from their PCs.

These figures explain the considerable surge in investments made by companies both on apps (which have almost tripled compared to  last year) and on mobile sites, i.e. sites optimized for navigation from mobile-phones, which 60% of middle-sized-large business say that they own.  

However, above all else, Mobile Advertising, intended as a form of advertising via mobile-phones or other mobile devices in a variety of formats, has grown, registering a 55% increase (from 57 million euros in 2011 to 89 million in 2012), now accounting for 7% of the total of Internet ad spend.  Forecasts predict that in 2013 this figure will reach 10%. In fact, in this area,  Italy is only preceded by the US and the UK, while being slightly ahead of France, Germany and Spain

According to research conducted by the School of Management del Politecnico di Milano, growth margins are likely to increase in the future, focusing, above all, on  customization and geo-localization of the offer, with product development and ads tailored to suit individual customer requirements.


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Statistics and MICE researches
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