Italy: apps login features among companies 2019| ��ƽ��

Mobile apps login features among Italian companies in 2019, by company type

Characteristic	Incumbent companies*	Pure player companies*
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Release date

October 2019

More information

Region

Italy

Survey time period

2019

Number of respondents

98 respondents

Special properties

70 top incumbent companies by turnover and 28 top pure player companies by turnover

Supplementary notes

54 mobile apps and websites from Italian incumbent companies, as well as 22 mobile apps and websites from Italian pure player companies, were investigated.
*With the term "incumbent", the statistic referred to top Italian companies by turnover operating in 14 different sectors (i.e. Insurance sector, automotive, banking, FMCG-food and beverage, FMCG-excluding food and beverage, retail clothing and accessories, retail publishing, electronics, retail DIY/furnishing,large retail, retail luxury accessories and clothing, telco, tourism and transportation, utility).
With the term "pure players", the statistic referred to the most relevant digital pure players active in the same industries, i.e. Insurance sector, banking, food delivery, Generalisti, retail luxury accessories and clothing, retail publishing, retail GDO, retail DIY/furnishing, tourism and transportation.

Citation formats

For about ** percent of Italian companies the login on mobile apps was a mandatory procedure to retain customers. A poll conducted in 2019 revealed that companies operating in the digital sector required the login more frequently than other big companies, especially if they provided some further functionalities after the users logged in. In most cases, a login preceded the actual purchase of products or services. In fact, ** percent of digital businesses provided mobile e-commerce on their apps, while only ** percent of other companies did the same.

Mobile apps’ features to be improved?

The same survey indicated that companies used additional features to track users through their mobile online journey. ** percent of digital companies used geolocation on their apps and ** percent of other companies did so, amongst other reasons to help users locating the closest store or facility. Aside from push notifications, most mobile apps provided by Italian companies lacked in special features. Only **** percent of digital companies’ apps included augmented reality, IoT or Bluetooth interaction, while mobile chat options were available in only ** percent of large Italian companies.

Online vendors should think (more) mobile

Mobile apps are crucial for online vendors, as the share of smartphone purchases reached ** percent in 2019. In Italy, the e-commerce transactions carried out through smartphones have increased significantly over the last years. In fact, they made up only percent of the total B2C e-commerce market back in 2014.