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

For about 45 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, 90 percent of digital businesses provided mobile e-commerce on their apps, while only 43 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. 57 percent of digital companies used geolocation on their apps and 78 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 nine percent of digital companies’ apps included augmented reality, IoT or Bluetooth interaction, while mobile chat options were available in only 23 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 39 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 seven percent of the total B2C e-commerce market back in 2014.