Italians online: increasingly mobile, increasingly in apps.

The Mobile B2c Strategy Observatory of the School of Management of the Polytechnic of Milan studies the technological and business innovations enabled by the spread of Smartphones and the impact of these on the relationship process between company and consumer.  Through research on the behavior of Italians online, it is It was possible to detect an important piece of data: the average time spent browsing on mobile devices represents 64% of the total spent online and is equal to approximately 45 hours per month: of these, 88% are consumed within anapp.

Raffaello Balocco, scientific director of the Mobile B2c Strategy Observatory of the Polytechnic of Milan, in an interview given to LaStampa explains how ""mobile is becoming an increasingly direct sales channel"". also significant in our country, with a weight in 2017 equal to a quarter of overall eCommerce purchases"". «But, an equally relevant fact» continues Balocco «` an increasingly popular channel also fundamental in purchasing decisions which then materialize on the PC or in the physical world. In light of important steps forward already occurred by the main Italian companies in the valorization of Mobile, the opportunities there are still many to be grasped; strategic vision, skills and constant improvement are the essential ingredients to fully play this game.""

Even mobile advertising, with 40% of the digital market, represents an important part of the value of mobile. The mobile advertising market represents 40% of the value and is continually growing. In Italy this value exceeds one billion euros in 2017 and Marta Valsecchi, director of the Mobile B2c Strategy Observatory, confirms it in a statement to LaStampa: ""The difference between companies' spending on this channel and users' browsing time (which, like last year, exceeds 60%) is therefore reduced.""

This increase could be attributed to growth of the impact of mobile within multiplatform digital campaigns, but also and certainly to a new sensitivity towards this media. Declining advertising formats for mobile is a choice that is not always obvious, but which, as revealed in the research, is increasingly becoming a priority.