Smartphones dominate online shopping device usage in Italy, with three in four consumers aged 18–24 reaching for their phone first when shopping online. The gap between the youngest and oldest cohorts is striking: of 18–24 year-olds prefer the smartphone, compared to among those aged 65 and over — still a majority, but a notably smaller one.
Computers retain a meaningful role among older shoppers. Italians aged 65 and over are twice as likely as 18–24 year-olds to favour a desktop or laptop ( versus ), reflecting a generational divide in device habits that narrows but persists across the 35–44 and 45–54 age groups, where computer use holds at around one in three.
Tablets and smart TVs remain marginal across all age groups, with tablets peaking at just among 55–64 year-olds and smart TVs registering no measurable presence among the 65 and over cohort. These devices play no significant role in the Italian online shopping journey regardless of age.
