The latest insights from our comScore Mobile Advisor Study show that the Total Italy Mobile Universe accounted for 48,000,000 users in the three-month average ending November 2013. Smartphone users represent 64.1 percent of the total Italian mobile audience, an increase of 23.5 percent from the previous year.
Mobile commerce is already playing a major role in online retail in Italy. These are some of the key findings:
- Usage of retail apps and sites showed the strongest year-over-year increase of 74.8 percent, followed by the Health category with 66.6% growth. The e-payments and money transfer category came third with 65.2 percent growth and over 2 Million additional users over the last year.
- Financial and retail / m-commerce related services belong to the most popular usage categories accessed by Italian smartphone owners. Online retail sites and apps were visited by 23.8 percent of smartphone owners, followed closely by shopping and price guides (22.6 percent).
- Accessing electronic payments or money transfer services on smartphones has also been popular, with 21.7 percent of Italian smartphone owners using those services in November 2013.
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