Wonder

Research Outline

Prepared for Venetia T. | Delivered January 24, 2020

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

FranceAbout 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 KingdomLaptop 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. 