{"id":1639,"date":"2017-11-14T13:27:00","date_gmt":"2017-11-14T12:27:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1639"},"modified":"2026-02-12T13:33:11","modified_gmt":"2026-02-12T12:33:11","slug":"upgrade-mobile-summit-2017-lo-scenario-digitale-del-nuovo-consumatore","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/upgrade-mobile-summit-2017-lo-scenario-digitale-del-nuovo-consumatore\/","title":{"rendered":"UpGrade Mobile Summit 2017: lo scenario digitale del nuovo consumatore"},"content":{"rendered":"\n

Milano, 9 novembre 2017 \u2013 UpGrade Mobile Summit 2017<\/em><\/p>\n\n\n\n

Domenico Susca, Sensemakers \u2013 comScore Italia \u2013 \u00a0ha presentato i dati comScore del mese di settembre 2017<\/strong><\/p>\n\n\n\n

I dati comScore presentati in occasione dell\u2019evento, mostrano una consistente crescita negli anni delle componenti Multi-Platform (+13%) e Mobile Only (+24%)  nella Total Digital Population Italiana.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Il tempo speso online, \u00e8 prevalentemente speso su mobile<\/strong><\/h2>\n\n\n\n

Oggi il 64% del tempo speso online in Italia viene speso su dispositivi mobili. Il dato italiano si allinea a quanto registrato a livello internazionale: dall\u2019analisi effettuata globalmente su 13 mercati il mobile rappresenta pi\u00f9 della met\u00e0 dei minuti complessivi spesi online, come per esempio Stati Uniti (67%), Regno Unito (70%), Spagna (71%), con quote che superano il 75% in Messico, India e Indonesia.
In maniera analoga, \u00e8 trasversale ai diversi mercati internazionali anche il monopolio delle app: in Italia l\u201988% del tempo speso su internet attraverso i device mobili viene infatti trascorso all\u2019interno di applicazioni (si attesta sull\u201987% ngeli Stati Uniti, 82% nel Regno Unito, 89% in Spagna), con un forte grado di concentrazione sulle app di maggior successo e penetrazione.
 <\/p>\n\n\n\n

Fonte: comScore MMX Multiplatform e Mobile Metrix, Settembre 2017, Italia<\/em><\/p>\n\n\n\n

Le modalit\u00e0 di accesso alle singole categorie di contenuto<\/strong><\/h2>\n\n\n\n

Da un lato categorie come News, Sport e Lifestyles vedono una forte presenza di utenti che accedono esclusivamente da mobile, con percentuali superiori o vicine al 50%.
Dall\u2019altro lato, nelle categorie come Retail e Business, in cui \u00e8 forte l\u2019elemento transattivo, la componente Desktop-Only ricopre ancora un ruolo importante (oltre il 30% per entrambe).
In mezzo, categorie di contenuti come Entertainment, Social Media e le stesse News, presentano reach elevate e, di conseguenza, un\u2019alta concentrazione di utenti multi-piattaforma.
In Italia, il confronto rispetto al dato di settembre 2016 evidenzia che l\u2019aumento dell\u2019audience mobile-only riguarda trasversalmente tutte le principali categorie di contenuto.
Le maggiori crescite in punti percentuali si registrano per News (passata dal 28% al 44%), Sport (passata dal 41% al 53%), e Retail (dal 22% al 33%).<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

La smartphone audience italiana \u00e8 pi\u00f9 propensa al mobile shopping.<\/strong><\/h2>\n\n\n\n

Gli italiani si mostrano inclini al mobile shopping, anche rispetto ad altri Paesi europei, la cui penetrazione sulla smartphone audience si aggira intorno al 20% (Germania al 23%, Spagna al 19%, Francia al 18%).
I Mobile Shopper italiani sono maggiormente concentrati nelle fasce di et\u00e0 tra i 18 e i 44 anni, soprattutto quelli che acquistano a frequenza maggiore, e preferiscono comprare tramite smartphone capi di abbigliamento (acquistati dal 40% dei Mobile Shopper, in crescita di 5 punti percentuali rispetto allo scorso anno), seguito dal comparto libri (30%), e consumer electronics e elettrodomestici (30%, in leggera contrazione rispetto allo scorso anno).<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Nonostante la crescita, esiste ancora un gap per il Mobile Commerce. Secondo un approfondimento sul Mobile Commerce condotto negli Stati Uniti (che solitamente anticipano le dinamiche digitali globali) si evidenzia come il mobile sconti ancora un ritardo nel rapporto tra il tempo trascorso sulla singola piattaforma (a vantaggio del mobile) e la spesa complessiva effettuata (a vantaggio del desktop).<\/p>\n","protected":false},"excerpt":{"rendered":"

Milano, 9 novembre 2017 \u2013 UpGrade Mobile Summit 2017 Domenico Susca, Sensemakers \u2013 comScore Italia \u2013 \u00a0ha presentato i dati […]<\/p>\n","protected":false},"author":1,"featured_media":1640,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[70],"class_list":["post-1639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presentazioni","tag-upgrade-mobile-summit"],"yoast_head":"\nUpGrade Mobile Summit 2017: lo scenario digitale del nuovo consumatore - 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