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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The Italian market
Figure 1.35: Proportion of Data Package Subscribers by Demographic
al Mobile Mark
(Italian consumers, 3 month average ending November 2008)
Glob
Data (limited) Data (unlimited)
4.5%
4.2%
4.0%
4.0% 3.8%
3.5%
3.2%
3.3%
3.2%
3.0%
2.9%
2.6% 2.6%
2.5%
2.4%
2.3%
2.2%
2.1%
2.0%
2.1%
2.0%
1.9%
1.7%
1.5%
1.4%
1.0%
0.5%
0%
Total 13-17 18-24 25-34 35-44 45-54 55+ Male Female
Source: M:Metrics
Italy is unique in that it is the only one of our examined markets where the limited plan
penetration is higher than the unlimited plan penetration in all demographic segments.
This is likely to correspond to the fact that 84% of Italian mobile users use prepaid
services.
The distribution of limited data plan penetration is extremely regular with a peak at the
35 – 44 demographic indicating the maturity of data usage in the Italian market. The
unlimited data plan distribution is also interesting in that it is the only market where the
13 – 17 age band has a higher penetration than the 18 – 24 year old band.
36 37
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