Customer journey among Italian consumers 2019, by product category

In 2019, Italian consumers acquired information through various channels before purchasing a product or a service and utilized different purchasing channels. As far as consumer goods are concerned, the majority (around 71 percent) of buyers obtained product information offline and performed only offline purchases. However, when organizing a trip, 45 percent of Italian consumers preferred obtaining information and buying online.

Customer journey among Italian consumers in 2019, by product category

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Release date

October 2019



Survey time period

June 2019

Number of respondents

11,502 respondents

Age group

14 years and older

Special properties

Italian consumers buying products from the categories analyzed

Method of interview


Supplementary notes

This question was phrased by the source as follows: "Pensi ora a quando ha acquistato questi prodotti o fruito di questi servizi. In che modo ha raccolto informazioni (ad esempio su modelli prezzi offerte) prima di effettuare l'acquisto/la sottoscrizione? Indichi in che modo ha acquistato/pagato/sottoscritto queste categorie di servizi e prodotti nel corso dell'ultimo anno".

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Statistics on "Apparel market in Italy"

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