Smartphones dominate as the most common device used for online shopping in Italy, with heavy online users leading adoption at 74% — a notable 14-percentage-point gap above non-users at 58%. Across all segments, the smartphone ranks first, confirming its central role in Italian e-commerce regardless of shopping frequency.
Computers represent the clearest point of contrast between user groups. Non-users rely on desktops or laptops at a striking 42%, nearly double the rate seen among heavy online users at 20%. This suggests that infrequent shoppers tend to approach online purchases as a deliberate, desk-based activity, while those who shop most often have shifted decisively to mobile.
Tablets and smart TVs remain marginal across all segments, with tablets reaching just 5% among light and medium users and smart TVs registering at 2% or below. These devices play a negligible role in the Italian online shopping landscape and show no meaningful differentiation between user groups.
