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A survey conducted in the second quarter of 2025 found that nearly ** percent of Italian internet users owned a smartphone. Smart TVs were the second most popular digital device, with **** percent of respondents reporting having one at home.

The Italian consumer electronics market forecast to keep growing

The umbrella term “consumer electronics” refers to the devices purchased by consumers for daily and personal purposes. It includes everything from smartphones to TVs to smartwatches. In Italy, the consumer electronics market rose substantially in recent years, generating revenues of around ** billion euros in 2023. Out of the many devices, smartphones are the most popular in the Southern European country, to the extent that around half of Italians surveyed in 2023 stated they could not live without their phones.

Apple and Samsung dominate the Italian CE industry

Despite the consumer electronics industry covering many different segments and counting numerous device manufacturers and vendors, some companies play a major role in multiple sub-markets, such as the American Apple and the Korean Samsung. In Italy, Apple and Samsung smartphones are the most popular smartphone brands. Moreover, Apple is the leading smartwatch vendor in the country, holding over **** of the total Italian eHealth tracker and smartwatch market. Samsung and Xiaomi followed, occupying ** and ** percent of the market, respectively.