Mobile Italian Style: A Snapshot of Italian Mobile Data
Italy has long captured the world’s imagination with its distinct food, art, music, and culture. A country so rich in history will always be influenced by the past, but Italy embraces technology and the mobile revolution in particular. eMarketer estimates that currently 80% of the population has a mobile phone, and 46% of Italians have smartphones.
eMarketer also estimates that 25% of the population has a tablet, and 35% are on social media. It’s a plugged-in nation, so we examined traffic from our marketplace to uncover how Italians engage with mobile.
Insight No. 1: Italy likes Android.
In contrast to Apple-loving countries like Ireland and the Netherlands, Italy has a marked preference for Samsung. 48% of Italian impressions in our marketplace came from Samsung phones, 12% more than the global average.
There’s a parallel trend in the OS mix: 65% of Italian impressions come from Android, 4% above the global average.
Insight No. 2: Italy prefers smartphones to other mobile devices.
A full 80% of Italian impressions came from smartphones, 7% more than the global average.
Marketers looking to engage with Italian audiences would be well advised to keep in mind the on-the-go consumption that we associate with smartphone users. Happily, Millennial Media has vast creative resources available to help our clients look big on small screens. We see particularly high engagement rates on video ads, and we know how to make them work on smartphones. And Italians are watching video, too, especially the younger population.The majority of 18-34 year olds watch mobile video.
Insight No. 3: There’s polarization between work and play when it comes to mobile.
The top two categories for app engagement in Italy are Education and Productivity & Tools. Dating, Games, and Weather round out the top five.
This lineup parallels a larger trend we’ve seen: people use mobile for things that are really functional, or really fun. Time spent on mobile is valuable, and you need excellent targeting and intriguing creative to capture users’ attention. That’s certainly reflected in the top brand verticals for ad engagement: Entertainment and Retail, which lend themselves to fun and dynamic creative, lead the way.
Technology & Business Services claims the No. 3 spot; mobile users seek ways to make work more efficient (perhaps to get back to leisure activities like movies and shopping).
The Italian mobile market is a large one, with huge potential for growth. If you want help tapping it, contact us.
More from Zac Pinkham
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.