Digital Consumer Profiles: How Western Europeans Will Shop and Spend Digitally - Product Image

Digital Consumer Profiles: How Western Europeans Will Shop and Spend Digitally

  • ID: 4318943
  • Report
  • Region: Western Europe
  • 56 pages
  • Euromonitor International
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Western Europeans Are The Most Connected Globally

Leveraging proprietary Digital Consumer Profiles segmentation analysis, this briefing explores the Western European digital consumer’s defining characteristics, motivations and preferences, and looks at the impact of these factors on how consumers shop and spend digitally. This briefing concludes by outlining five promising digital commerce opportunities in Western Europe.

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on The vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Identify factors driving change now and in the future
  • Understand motivation
  • Forward-looking outlook
  • Briefings and presentation should provoke lively discussion at senior level
  • Take a step back from micro trends
  • Get up to date estimates and comment
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INTRODUCTION

  • Scope of the digital consumer
  • Key findings

ANALYSING THE DIGITAL LANDSCAPE OF WESTERN EUROPE

  • Western Europe is a digital frontrunner with near ubiquitous access
  • Western Europeans are among the most connected globally
  • Western Europeans first connected through the home, later mobile
  • North-south digital divide exacerbated by sovereign debt crisis
  • Strength of connectivity serves as the backbone to digital commerce

IDENTIFYING THE DIGITAL CONSUMER IN WESTERN EUROPE

  • Western European consumers are younger and less educated

IDENTIFYING THE DAIGITALCONSUMER IN WESTERN EUROPE

  • Identifying the Digital Consumer in Western Europe
  • The demographics of the region’s digital consumers
  • British are most attached to and also most stressed by the internet
  • Privacy concerns impact Germans’ attitudes towards the internet
  • Most popular computer-based activities are more private in nature
  • Usage of mobile devices still dominated by communication activities

UNDERSTANDING HOW DIGITAL CONSUMERS SHOP

  • Smartphones are emerging as the default screen for commerce
  • Purchasing decisions most influenced by friends and family
  • Price- and time-saving are the top motivations for shopping online
  • Saving time and free shipping are the only two common motivators
  • British and French also go online in order not to deal with people
  • Online groceries is the most common weekly purchase in Europe
  • Service-oriented categories are more common for mobile commerce
  • Consumers increasingly utilise mobiles for commerce activities
  • Apparel has the highest share of third-party payment in Western Europe
  • Availability and security of payment options hinder online shopping
  • Western Europeans are the least trusting of shipping services

PINPOINTING WHERE TO PLACE DIGITAL COMMERCE BETS

  • Western Europe is promising due to its digital backbone and wallet
  • The UK will lose the top spot, but remain the most attractive in Europe
  • Digital backbone and spending power bode well for digital commerce
  • Travel dominates today’s top digital categories in Western Europe
  • Apparel and foodservice projected to see the most expansion
  • Opportunity 1: Apparel and footwear in Germany
  • Zalando’s mobile-first strategy propels its online growth story
  • Opportunity 2: Food and drink in France
  • Auchan France’s Chronodrive popularised the “drive-thru” grocer
  • Opportunity 3: Foodservice in the UK
  • Platform Deliveroo delivers for 3,000 restaurants in London alone
  • Opportunity 4: Online travel agencies in Spain
  • Spanish OTAs face an uphill battle against global giants
  • Opportunity 5: Lodging in Belgium
  • Accor Hotels boosts its booking platform to better compete with OTAs

FIVE KEY TAKEAWAYS ABOUT THESE DIGITAL CONSUMERS

  • Key takeaways about the digital consumer in Western Europe

APPENDIX

  • Methodology for the Digital Consumer Index
  • Methodology for the Digital Consumer Index, continued
  • 2016 Digital Consumer Index (1)
  • 2016 Digital Consumer Index (2)
  • 2016 Digital Consumer Index (3)
  • 2016 Digital Consumer Index (4)
  • Overview of Global Consumer Trends survey
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Developed nations such as those in Western Europe lead the world in terms of internet access, with many establishing this connectivity in the 1990s through a fixed-broadband connection and later mobile networks. Western Europe is one of the most digitally advanced regions.

HOW DIGITAL CONSUMERS IN WESTERN EUROPE DIFFER FROM THEIR COUNTERPARTS

Digital consumers in Western Europe are younger and less educated, but wealthier than their digitally savvy counterparts in other parts of the world, based on proprietary segmentation analysis.

SMARTPHONES ARE EMERGING AS THE DEFAULT SCREEN FOR COMMERCE

The mobile phone’s always-on availability is leading to new ways of engaging consumers. In fact, Western European digital consumers are conducting more commerce activities online, and doing so more often on mobile devices as compared with computers.

CONSUMERS SHOP ONLINE TO SAVE TIME AND MONEY

Like digital consumers elsewhere, those in Western Europe indicate that saving time and money are the top motivations for shopping online. The variety of available brands, free shipping and the ability to shop at any time, anywhere, round out the top five for Western European digital consumers.

FUTURE GROWTH IN DIGITAL COMMERCE WILL BE DRIVEN BY CATEGORIES SUCH AS APPAREL AND FOODSERVICE

Western Europe’s strong digital backbone, coupled with its spending power, makes it a particularly attractive region for those seeking digital commerce opportunities. The top digital categories reside in the travel industry but the digital expansion of categories such as apparel, media products and foodservice will provide a wealth of future digital commerce opportunities.

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