Multi-channel consumers in italy are 31.7 million. But tv is still the top influencer of shopping home digital 4marketing ecommerce share this article the frequency of online purchases is growing and consumers are more social. But there remain 40% of over 14s who do not connect to the internet. Italian shoppers tend to stand out more and more in terms of purchasing styles and mia consumption. The 2017 data from the multichannel observatory. Promot by nielsen. School of management
Politecnico di milano and zenith italy
Highlight dichotomies and trends Publish on 17 oct 2017 How many italian multi-channel consumers are there? 60% of the population over 14 years old. Exactly 31.7 million users access email list the internet for shopping. Searching for information. Comparing prices. Reading reviews and finally making the actual purchase. From what device? 70% connect every day or almost every day from smartphones (+7 percentage points more than 2016). While access from tablets decreas by two percentage points (18%) and access from pcs by four percentage points ( 55%). The
Multichannel observatory Promot by nielsen
School of management politecnico di milano and zenith italy. Updates the data of the italian shopping experience. Confirming the profiling of the 4 clusters highlight in 2016: everywhere shoppers. Money savers. Cherry pickers and pragmatists . The number of those CH Leads who use the internet in a seamless. Everywhere and anytime logic is growing . Leading the shopping experience to be increasingly fragment to the point that analysts are coining a new cluster: that of holistic shoppers. Describing in detail the evolution of habits and consumption. Experts interpret the trends.
