Ofcom considers the Italian public to be addicted to smartphones and social media, just like most countries across Europe and the world, but they are reported to be ‘too wary’ of eCommerce. This follows the British telecommunications regulator report which examined the digital market and its subsequent habits in the most highly industrialised countries, on a global scale.
The research highlighted that the Italians, along with the Spaniards are among the top users of third-generation phones, with 79 percent and 83 percent, respectively. The other countries surveyed included the UK, Australia, France, and Germany.
Italians’ habitual use of smartphones is in line with their equal use of the social media. The report, places Italy in top position, with 78% of users accessing Facebook, Instagram, and Twitter, along with other platforms, at least once a week, in the nine countries strong field.
However, despite the fact that Italy occupies top position for the use of mobile devices, it is interesting to see that it is one of the last – in a pool with Poland and Russia – when it comes to eCommerce purchases. Last year, per capita spending over the Internet was a mere £175 pounds, which is a mere drop compared to us here in the UK (£1,591), which saw us Brits land first place, beating off the whole of the United States (£918), Sweden (£746), France (£714), Germany (£698) and the Netherlands (£672).
Luckily, if you are a Magento UK user then you can take heart from the fact that our consumers are more in love with eCommerce than ever!