Consumer Insights about Technology: France, UK, and Germany

Goals

Identify specific consumer audience insights from France, UK, and Germany about technology. In particular, look for insights that combat stereotypes or typical assumptions, show a shift in behavior, or explain how consumers share information through mediums like social media. When possible, put the insights into context with related current events.

Early Findings

France

  • About 72.8% of France's population were ecommerce shoppers in 2018 and user penetration is expected 76.1% by 2023.
  • In the second quarter of 2018, 39% of online retail sales in France happened on smartphones or tablets, representing an 8% increase from the previous year. (Could come back to this link if necessary)
  • In 2018, of the 36 million Facebook users in France, 45% viewed the page every day, making it the most popular social network in the country.
  • After Facebook, YouTube and Instagram are the most popular social media applications, with 37.3 million users and 19.3 million users respectively.
  • Following the Cambridge Analytica Scandal, 25% of people surveyed in France reported that they intended to delete their Facebook account.
  • In a KPMG survey, 44% of French people surveyed expressed distrust in advertising and 13% believe that companies should pay them for using their data.
  • The typical ecommerce shopper in France is between 35 and 49, contrary to common logic that suggests millennials are the most common ecommerce shopper. (could come back to this)
  • In France, 85% of online purchases are made using debit cards.

United Kingdom

  • Laptop usage has remained stagnant at around 75% user penetration between 2012 and 2017, while in the same period smartphone usage has increased by 33% and tablet usage has increased by 52%.
  • In the UK, 42.8% of people who share news on social media admit to sharing inaccurate or false news, and 57.7% of British social media users came across news in the past month on social media that they thought was not fully accurate.
  • Price is a key deciding factor for 59% of British shoppers, so it makes sense that 38% of British online shoppers first turn to Amazon, as 51% believe that amazon offers the cheapest prices.

Germany

  • Facebook is the most popular social media form in Germany, with 33% of the population using it at least once a week.
  • Facebook is followed in popularity by Instagram and Snapchat.
  • However, Xing is Germany's most trusted social media platform, with 62% of Xing users trusting the information they find there.
  • Around 77.3% of the German population were ecommerce shoppers in 2018 and user penetration is expected to reach 79.9% by 2023.
  • Contrary to the popular belief that German consumers distrust card or contactless payments for security reasons, 63% of consumers report that they do not worry about these issues.

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