GLOBAL THINKING
Industry View
Internet shakes free of shackles
Chris Bunyan, senior associate director, TGI Europa
Balancing the global and the local in targeting consumers who choose to shop online
As online purchasing becomes mainstream, it is important for international brands to understand both the overall global trends and the idiosyncrasies by market.
What consumers are actually buying online reveals dramatic fluctuations at an individual market level. According to TGI Europa data, 11% of internet shoppers in Britain, France, Germany and Spain regularly buy holidays and travel online.
However, such a figure obscures the bias towards specific countries. In Spain, 18% of adults who make online purchases buy holidays and travel on the web, but in France the figure is 10% and in Germany just 3%. Conversely, 10% of online purchasing Germans regularly buy music and videos, which is proportionately a third more than in France or Spain.
Brands in these industries would be wise to exploit this market bias. TGI Europa data shows that regular online music and video buyers in Germany are far more likely than the average German internet shopper to be regular cinema-goers, be influenced by online reviews and be receptive to direct mail.
Being able to plan marketing and media activity at both a local and international level with a single data currency, rather than switching between data sources, is key to brands gaining a competitive edge. More at
www.tgisurveys.com
Brought to you in association with
The internet is mobilising itself to be used any time, anywhere, but are advertisers running with it and taking note of where their ads are actually being served and consumed, asks Pip Brooking
Now that smartphone ownership in Europe is approaching tipping point (48%), the European Interactive Advertising Association (EIAA) claims that it is no longer about advertising on mobile but mobile advertising – or rather internet mobility – that is the new dynamic at play.
For the past six years, the association has studied internet consumption habits across 10 European markets. This year’s Mediascope results show, unsurprisingly, that growth is slowing in more mature markets. Most movement is now coming from Spain and Italy. The real interest lies in the addition of mobile internet figures and an extra five markets – Switzerland, Portugal, Russia, Poland and Turkey. The latter four fall behind in terms of internet penetration – only Italy keeps them company at the bottom of the table. But Switzerland jumps into fourth place, behind Norway, the Netherlands and Denmark. Yet use of mobile internet appears
to be a levelling force. Although Portugal comes in last, with only 5% of respondents using the device to access the internet, Turkey leads Europe at 21%, followed closely by Sweden and the UK on 20%. Mobile internet usage in Poland and Russia is also above average. Beyond market comparisons, a key finding is how similar online usage is, whether it is accessed via PC or mobile:
TOP INTERNET MARKETS Country
1. Norway
2. Netherlands 3. Denmark
4. Switzerland
Penetration (%) 86 84 84 84
(weighted by market size)
TOP MOBILE INTERNET MARKETS Country 1. Turkey 2. Sweden 3. UK
4. Switzerland 30 M&M Q2 2010
Penetration (%) 21 20 20 18
(weighted by market size)
Users 12m 1.5m
10.3m 1.1m
Users 3.2m
11.6m 3.8m 5.4m
EIAA: Mediascope survey shows greater use of the internet on the go
search, then email, then social networks dominate. Alex Marks, head of business marketing at eBay, says: “This shows the internet as a free-flowing entity, not a set piece. Internet mobility is the big challenge. Advertisers are not getting it. They serve the same ads, not thinking about where they are consumed.” With internet penetration heading
towards “job done” levels, surveys like this must now understand what people are doing online and deal with the fact that more devices are becoming internet-enabled. Laura Chiabi, head of EU APG research and insights, Yahoo!, says: “It will be harder to disentangle which device people are using. People should stop defining advertising by platform choices, but instead look at it as a context choice.” ○
KeyStatistics 33%
12.3
The average number of hours consumers spend online across EIAA’s 10 European markets
The same percentage of respondents who could not live without either TV or the internet
Source for all: EIAA Mediascope 2010
www.mandmglobal.com
For more in-depth comment go to
mandmglobal.com
83%
The percentage of those online using search via PC at least once a month. It rises to 85% for mobile
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