Mobile Only users outnumber Desktop Only users

For the first time in Italy, Mobile-Only users exceed Desktop-Only users. The data relating to the Italian Total Digital Population (37.3 million unique Desktop and Mobile visitors) shows the overtaking of users who access the Internet exclusively via mobile devices over users who access only from desktop.

Multi-platform users account for half of of the Italian digital population (51%), 4% more compared to 2016 represented by 47%. Users who access from desktop are approximately 9.1 million, 24% of the total, while mobile only users are 25% equal to 9.3 million.

This increase concerns all the main content categories. The greatest growth in percentage points was recorded in the News categories (from 28% to 40%), Retail (from 22% to 33%) and Sports (from 41% to 51%).

If taken individually, these categories show peculiarities which determine the modalities access to contents. 80% of the overall audience for the News and Lifestyle categories is reached on mobile devices; for the Retail and Business categories however, due to the resulting contractual component, Desktop-Only still plays an important role. 

These data show, once again, a growing propensity towards mobile in all sectors. The most important data significant were recorded in the Sports, Lifestyle and Travel sectors, followed by the consumption of news. More 30% of Retail and Business transactions are used via mobile. Social Media and entertainment in general denote a strong Cross-Device component which involves the transition from desktop to mobile and vice versa.