In Italy Smartphone users represent 64.1 percent of the total Italian mobile audience, an increase of 23.5 percent from the previous year.
Mobile commerce Shopping /Online Retail) is already playing a major role in online retail in Italy. The increase in smartphone usage has been instrumental in driving online retail sales in Italy according ti Comscore ) Among them are
- " Usage of retail apps showed the strongest year-over-year increase of 74.8% followed by the Health category with 66.6% growth. The e-payments and money transfer category came third with 65.2 % and over 2 Million additional users over the last year
- Among those, the 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 via smartphones has also been popular, with 21.7% t of Italian smartphone owners using those services
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