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5/06/2013 Technology

The future of Internet is mobile: in Italy there are 22 million Mobile surfers. The app market is on the increase

Twenty million individuals in Italy own a smartphone and 22 million are Mobile surfers, i.e. those who use mobile devices to access the Internet: these are the results that emerged from the convention Mobile Internet, Content & Apps: per Telco e Over the Top… il futuro si gioca qui held a few days ago in Milan at the Bovisa Campus at which the results of the Osservatorio Mobile Internet, Content & Apps of the School of Management of the Politecnico di Milano were presented.

The underlying reasons for the Mobile Internet boom (i.e. connectivity from cellular phones and smartphones) whose revenues have tripled in three years are the increase in flat rates (i.e. fixed price subscriptions which enable users to navigate or telephone 24/24 at no extra cost) and the significant number of smartphone owners. In March 2013, users who accessed the Internet from their mobile devices accounted for 22 million individuals, equal to three quarters of the number accessing the Net on a monthly basis from their PCs. 

In 2012, the growth in the number of Mobile Surfers generated an increase in the Mobile Content & Apps market: plus 20% versus the previous year for a total of  623 million euro. 86% of the market comes from user spend (Pay revenues) and 14% from advertising investments (Mobile Advertising).

“The market related to Internet connectivity from mobile devices has tripled its revenues in three years” explained Andrea Rangone, Scientific Head of the Mobile Internet, Content and Apps Observatory. “Italians are increasingly using their cell phones to exploit – and purchase – all kinds of digital content – games, news, music, videos, social networks, etc. – both via Mobile sites and Apps. This market – which is currently worth 600 million euro – is offering significant business opportunities to more and more developers and start-ups. “

Based on a survey conducted in collaboration with Doxa on Mobile Internet users, it emerged that, on an average, although Mobile surfers have 27 applications installed, each month they only use half of them and an average of 5 every two days. However, these apps are accessed 35 times a day while the Mobile web (i.e. using a browser) is accessed 9 times a day.


Tag: studies and research, technology
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