Multimedia Applications

Mobile Apps

Mobile Apps means thinking about users and their desire to navigate more and more and from anywhere.

The Italians who access the Internet from their smartphone are 31.1 million. To decree it are the new data released by the Mobile Observatory B2c Strategy of the School of Management of the Milan Polytechnic. 37% of these use only mobile devices to navigate, over than 11.5 million Italians.

The 60% of browsing takes place right from the use of mobile devices, and we also pointed out that over a quarter of Italians only surfed by mobile. Offer the most information right away important, to arrange them in an intuitive and orderly layout, to make the value of their communication perceive, this is the task of the mobile web.



In summary the Italians who access the Internet from Mobile, (smartphones or tablets) are 31.1 million and 37% of these use only mobile devices (more than those who use only the PC), or 11.5 million Italians.
The average time spent surfing from Mobile represents 64% of the total spent online and is approximately 45 hours per month: 88% of these is consumed by an App. And remember that it is a small group of apps owned by Facebook and Google.
A reflection of this trend, is the growth of Mobile Advertising that exceeds one billion euros, and thus represents 40% of the digital market and 14% of total media. This increase in investments stems in particular from the growth of the impact of Mobile within multi-platform digital campaigns.


In terms of formats, the display advertising (Video excluded) continues to have a dominant weight (43% of the market).
This is followed by the video advertising, which confirms once again the most growing format (+ 126%) and weighs 33% of the market, and the Search (+ 16%, which accounts for 20% of the total).
Investments in "Classified" are also increased and sales and purchase portals (+78%), even though they maintained a marginal share on the total market (3%), while Sms advertising (-17%) was down.


The Observatory also offers data on how companies are exploiting the possibility of having responsive sites, therefore suitable for mobile browsing, the sites and the App of the 74 most important companies belonging to the first 65 company groups were considered for turnover , it turns out that 68% have a responsive site, 15% a mobile site, 13% an adaptive site and only 4% a non-optimized site.
The attention of large companies to analytics is also growing: about two companies out of three among those interviewed during the research, in fact, already uses them to adapt the contents of the site and improve the customer experience (but still few in real time through dynamic suites).










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