Italy: smartphone users 2017-2025| ��ƽ��

Number of smartphone users in Italy from 2017 to 2025 (in millions)

Characteristic	Smartphone users in millions
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Supplementary notes

Data provided by ��ƽ�� Market Outlooks are estimates

The subsegment Mobile Phones aggregates revenues for Smartphones as well as Feature Phones.
Market values represent revenues paid to primary vendors at manufacturer price level either directly or through distribution channels (excluding VAT). Reported market revenues include spending by consumers (B2C), enterprises (B2B) as well as governments (B2G). Revenues are allocated to the country where the money is spent.

Company examples: Samsung, Apple, Huawei, Nokia

All figures are estimate. A detailed methodology can be found in the ��ƽ�� Market Outlook.

Citation formats

In 2025, the number of monthly active smartphone users in Italy is projected to reach million individuals. This would be an increase of approximately twenty million new users compared to 2018. The penetration rate is also expected to increase. As of 2018, about **** in *** mobile surfers believed that smartphones were as important or more important than personal computers, as stated by Osservatori Digital Innovation. The most popular smartphone brands in the country were Samsung, Huawei, and Apple.

Constantly on their phones

According to Deloitte's Global Mobile Consumer Survey 2017, Italians ranked well above the European average in many aspects. For example, they ranked first for voice search and virtual assistant usage. At the same time, ** percent of the respondents thought that they used their smartphone excessively. Only Spain ranked higher, with ** percent of the respondents believing they used their smartphones too much.

Privacy concerns

Excessive use was not the only concern among smartphone users: Italians were also worried about privacy and personal data protection. In general, mobile surfers were against companies tracking them online. However, there was a noticeable generational difference in the willingness to give away personal data for marketing purposes. In particular, Millennials were more willing to monetize their data than previous generations.