The global growth of mobile platforms has created new digital consumers and more digital time, and Italy is no exception: 70% of the total digital audience accesses content on mobile devices, either exclusively or in addition to desktop. Within this new ecosystem, findings from Comscore MMX Multi-platform highlight the importance of smartphone apps, which are responsible for 90% of total mobile time in Italy. App users are turning to their handheld devices for more consumer needs, and while the opportunities are clear, brands should be aware of the challenges associated with this potentially lucrative platform.
Some key insights on smartphone apps consumption:
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