Trends Report

Italian Consumers Embrace New Digital Habits. Firms Must Follow.

May 21st, 2020


For Italian consumers, concerns about the infection remain, but fear of economic recession is growing fast. One in three Italian consumers had their salary reduced as a direct result of the pandemic. Almost 70% report that they have cut back all but necessary spending. Forty percent of Italian consumers report that they are buying more online than they normally do. Italians also embraced many digital services for the first time during the pandemic. Perhaps more than anywhere else in Europe, new digital habits will survive COVID-19 in Italy. Twenty-four percent of Italian consumers say that they will be shopping online in the future. CMOs and their companies must move fast on their digital transformation to serve consumers now and set themselves up for recovery.

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