In Italy:
At the beginning of 2025, there were 82.2 million mobile lines active in Italy, equivalent to 139% of the population (including multi-SIM, eSIM, and secondary connections) – DataReportal, Global Digital Insights. Internet penetration is very high: about 89.9% of the Italian population has access to the web.
DataReportal – Global Digital Insights. Social media users (registered accounts) in Italy total 42.2 million profiles, equal to 71.2% of the population. DataReportal – Global Digital Insights. In the Italian mobile market, the Android operating system holds about 69.8%, while iOS accounts for approximately 29.8% (data updated as of August 2025).
StatCounter Global Stats
Regarding the average time spent on smartphones, today the typical user spends about 4 hours and 37 minutes per day using their phone (apps, browsing, communication) – Exploding Topics. These numbers indicate not only that mobile has already become part of people’s daily habits, but also that saturation will continue to increase — consequently, those without a mobile strategy risk “losing touch” with their audience.
Worldwide:
In 2024, there were approximately 218 billion app downloads globally, a 7% increase compared to the previous year – Gourmet Ads. Estimates predict that global app revenue (in-app purchases, subscriptions, advertising) will reach around $613 billion in 2025 – AdPushup.
The mobile advertising market is experiencing strong growth and is expected to contribute significantly to digital revenues in the near future – Market.us Scoop.
Free apps continue to be the majority (freemium model), with monetization increasingly coming from in-app purchases, subscriptions, and integrated advertising – Gourmet Ads, tsttechnology.io.
The generative model (e.g., AI-based apps, chat, personalized content) is fueling a kind of “second app boom,” thanks to increased focus on intelligent and assisted experiences. In some markets, tens of billions of AI app downloads were already recorded in 2024 – The Economic Times.
1.Mobile is now the “main table” in the relationship with the user:
The smartphone is no longer a secondary channel: it is the primary device through which people browse, search, communicate, and shop. Having a presence means being part of the user’s daily life, not just as a “showcase,” but as an interactive and proactive touchpoint.
2. Deep and Persistent Engagement:
Apps enable features that mobile web browsers do not always handle well: push notifications, offline/online synchronization, geolocation, personalization, gamification-based loyalty, in-app messaging, etc. These tools increase the “depth” of user interaction compared to a simple website.
3. Diversified Monetization:
Having an app is not enough: an integrated model is needed. In 2025: in-app purchases and subscriptions remain key levers for monetizing active users – Gourmet Ads, tsttechnology.io.
Mobile advertising (in-app ads) continues to grow as a hybrid revenue source, especially in freemium apps – Market.us Scoop.
In mature markets, many users expect some basic features to be free, but they are willing to pay for premium experiences or exclusive content.
4. Increasing Competition and Barriers to Entry
With the maturation of the mobile market, many brands are redefining their digital strategies around mobile-first. Those who don’t start now risk falling behind competitors who are investing in UX, performance, omnichannel integration, AI, and personalization.
5.Technological Innovation in the Service of the App:
Apps today can take advantage of:
5G, which reduces latency and enables advanced real-time functionalities
Artificial intelligence and generative models, enabling content, chat, and assistants within apps
Edge computing, AR/VR, for immersive experiences
SDKs and modular tools, which reduce time-to-market and enable continuous updates.
Ti sarà, quindi, ormai chiara l’importanza di possedere un’app mobile per poter rafforzare il rapporto con i tuoi utenti. Contatta il team di Shoppy e progetta la migliore applicazione per il tuo brand con il supporto guidato del nostro team di esperti italiani!
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