Doxa‘s research highlights what we, Italians do when we are using our smartphone: 3 out of 4 Italians use their Smartphone to purchase online.
The number of users that shop online using Smartphone has increased from 32% to 41% in one year.
We are 22 million in Italy that access to the internet through our Smartphones, nearly half of Italy population. The young generation, between 18 to 24 years old, spend 85% of their day surfing through their devices.
“77% of mobile Surfers use Smartphone in different steps of shopping process; 57% use it to electronic products, 53% for clothing and accessories and 27% for to grocery shopping”, States Guido Argieri of Doxa, in the article “The smartphone nel processo di acquisto” .
The Smartphone plays a leading role in promotional activities: the percentage of Mobile Surfer who compare the prices and promotions or browse leaflet out of the stores through their Smartphone has grown from 45% in the 2014 to 55% in 2015, while those who perform the same activity in the store grows from 31% to 34%.”.
Additionally Mobile Advertising has increased 53%, between 2014 and 2015, arriving to 462 million euro with 21% increase in Internet Advertising and only 6% in other advertising channels. Since Smartphone has become an essential part of our lives, many company in 2015 have developed responsive website, for Mobile view and have given the possibility to do a shopping with Smartphone.
It’s interesting to know how this “shift” to “mobile” which we are witnessing in this period, is also leading to a growth of SMS messaging.
“In 2015 – as Doxa confirms in its research, along with our Mobile Finance Report – the volumes of SMS sent by company to its customer databases has increase (+13%), Therefore, the SMS, while being old, continues to be a efficient communication channel to encourage the clients to perform an action (such as entering an store), and above all it is useful for services and customer care solutions.