That figure is up 27 percent since 1991, according to the 65-page study compiled by the Eurispes Institute, which attributes the sharp increase to new technology that allows online companies to offer services "24 hours a day" through third-generation mobile telephones, television and the Internet.
"The link between pornography and information technology is by now entrenched and has multiplied supply in an irreversible way," said the 65-page study, conducted with the backing of the Vatican's Commission for Social Communication. "The strategy is now to give consumers a sort of 24-hour service wherever they may be via all means of communications by using the most advanced technology as well as traditional outlets."
The Eurispes Institute showed that nearly 8.8 million Italians, about 15 percent of the population, were consumers of adult entertainment.
It also said that more "sexy shops" selling videos, DVDs and other products are sprouting up around the country, with some opening near highway exits alongside gas stations.
Eurispes estimates that Italy’s main cellphone providers sold at least 70 million five-minute adult videos at $2.50 each to their subscribers during 2004.
This makes 3G phones the fourth-largest source of revenue for the adult entertainment industry after pay-per-view and subscription television ($312 million), home videos ($294 million)and the Internet ($229 million), according to the study released Thursday.
