The Latest Insights from International Online Marketing
Despite one of the leading nations when it comes to smartphone adoption and social media use, Italy is lagging far behind when it comes to ecommerce.
The finding comes from a recent Ofcom report, which examined digital habits throughout Europe.
It found that Italy ranked first for social media use in Europe, with 78% of internet users accessing a social network at least once a week, and second for smartphone adoption, with 79% having a smartphone.
When it came to ecommerce, however, Italy was one of the lowest ranking European markets. The average Italian spent just £175 online last year, a miniscule amount compared to the £1,591 spent online by the average Brit during in the same period.
17 million Italians currently engage in ecommerce, equivalent to just 28% of the population.
The most popular ecommerce channels in the country are eBay, Amazon and social media.