Key figures
| Metric | Value | Note |
|---|---|---|
| Smartphone Penetration | 88.5% | of population |
| Mobile Commerce Share | 55.8% | of e-commerce GMV |
| Average App Usage Hours | 4h 30m | per day |
| Mobile Internet Users | 51.2 million | |
| Mobile Ad Spend | €17.4 billion |
Overview
Mobile devices are central to digital engagement in Italy. High smartphone penetration ensures a vast audience for mobile services and commerce, making mobile the primary channel for many online activities and purchases.
Breakdown
- Top App Categories by Usage Hours: Social Media (35%), Entertainment (25%), Gaming (15%), Shopping (10%), Other (15%)
- Mobile Payment Share (2026): 62% of mobile transactions
- Mobile E-commerce GMV (2026): €54.8 billion
Outlook
Mobile's dominance in the Italian digital ecosystem is projected to strengthen. Increased reliance on smartphones for daily tasks, communication, and shopping will drive further growth in mobile commerce and app-based services, supported by rising mobile ad investments.
Sources: industry surveys, platform filings, and modeled estimates for 2026