{"id":10869,"date":"2013-03-15T14:30:20","date_gmt":"2013-03-15T13:30:20","guid":{"rendered":"https:\/\/www.rudebaguette.com\/?p=10869"},"modified":"2019-05-02T14:27:29","modified_gmt":"2019-05-02T12:27:29","slug":"comscore-2013-france-digital-future-in-focus","status":"publish","type":"post","link":"https:\/\/www.rudebaguette.com\/en\/2013\/03\/comscore-2013-france-digital-future-in-focus\/","title":{"rendered":"As the European Digital Landscape heats up, ComScore says France will remain a major market to consider"},"content":{"rendered":"<p><a href=\"https:\/\/www.rudebaguette.com\/assets\/17386471.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-10894 alignnone\" alt=\"1738647\" src=\"https:\/\/www.rudebaguette.com\/assets\/17386471.png\" width=\"924\" height=\"524\" \/><\/a><br \/>\nComscore just released their <a href=\"http:\/\/www.comscore.com\/Insights\/Presentations_and_Whitepapers\/2013\/2013_France_Digital_Future_in_Focus\" target=\"_blank\" rel=\"noopener\">France Digital Future in Focus<\/a> report, in which they outline (in French) the state of the digital landscape, what&#8217;s rising, what&#8217;s falling, and where you should be. The report, which currently has a corresponding <a href=\"http:\/\/www.comscore.com\/Insights\/Presentations_and_Whitepapers\/2013\/2013_UK_Digital_Future_in_Focus\" target=\"_blank\" rel=\"noopener\">UK<\/a> and <a href=\"http:\/\/www.comscore.com\/Insights\/Presentations_and_Whitepapers\/2013\/2013_US_Digital_Future_in_Focus\" target=\"_blank\" rel=\"noopener\">US<\/a> edition, shares some pretty interesting facts about the European digital &amp; mobile landscape, ass well as a few key evolutions in the French mobile landscape. A quick review of the European landscape in relation to the Asian and North American landscape puts into perspective how important Europe is becoming as a market:<\/p>\n<ul>\n<li><span style=\"line-height: 14px;\">27% of global Internet Traffic comes from Europe, as compared to 42% in Asia and just 14% in the US<\/span><\/li>\n<li>Europeans spend just 27 hours per month online, as compared to 43 in the US and 18 in Asia; however, Europe saw a 7% growth in overal internet users (408 Million in 2012), where as US growth has slowed to 2%<\/li>\n<li>Russia, Germany, France, the UK, and Italy are the top 5 countries in terms of Internet users (seen in the graph to the right), underscoring the overall fragmentation of the European market (that&#8217;s 5 different languages with 5 very different user habits).<\/li>\n<\/ul>\n<p>One interesting fact that I noticed was that, while 50% of Europe&#8217;s online traffic (in terms of hours passed on the internet) is coming from individuals under 35, in France the proportion is quite skewed at just 35% of the total traffic time coming from the &lt;35 age group.<\/p>\n<p>With 241 Million Mobile users in the UK, Germany, France, Italy &amp; Spain &#8211; 57% of which are using smartphones on average across the countries &#8211; it is clear that mobile in Europe has taken effect.<\/p>\n<h4>France&#8217;s Digital Landscape<\/h4>\n<p><a href=\"https:\/\/www.rudebaguette.com\/assets\/Gender_Age_demographic.png\"><img decoding=\"async\" class=\"alignright\" alt=\"Gender_Age_demographic\" src=\"https:\/\/www.rudebaguette.com\/assets\/Gender_Age_demographic.png\" width=\"300\" height=\"85\" \/><\/a>France&#8217;s digital landscape has become quite attractive in 2012. Here are some of the key conclusions that came out of the report:<\/p>\n<ul>\n<li><span style=\"line-height: 14px;\">With 48 million Internet users, <strong>e-Commerce<\/strong> is clearly on the rise, with 8 out of 10 people in France buying online, and 1 out of 10 buying via their mobile phone<\/span><\/li>\n<li>While video watching has stagnated in France, mobile consumption rose 110%, with YouTube still receiving more traffic than French local incumbent Dailymotion<\/li>\n<\/ul>\n<h4>France&#8217;s Mobile landscape &#8211; Lots of Potential, but not quite there<\/h4>\n<p><a href=\"https:\/\/www.rudebaguette.com\/assets\/mobile-landscape.png\"><img decoding=\"async\" class=\"alignright size-medium wp-image-10899\" alt=\"mobile landscape\" src=\"https:\/\/www.rudebaguette.com\/assets\/mobile-landscape.png\" width=\"229\" height=\"300\" \/><\/a>France fell short in 2012 when it came to overall mobile traffic &#8211; while the UK is already seeing 30+% of its traffic coming from tablet &amp; mobile, France is seeing less than 10% of overall traffic, as is Germany, Belgium, Spain, Portugal, Poland and Turkey. Mobile traffic in France, on smartphone and feature phones, is still dominated by the 55+ age group, which represents 21% of the smartphone market. The 25-34 market also makes up for 21% of the smartphone market.<\/p>\n<p>Despite the fact that France has just 53% smartphone penetration in the mobile market, 71% of phones bought in December 2012 were smartphones, so it is only a matter of time before that number rises up to the European average. France also saw a 94% rise in tablet use, with a total of over 4 million smartphone users also owning a Tablet as of December 2012.<\/p>\n<p>Like most countries, France&#8217;s web traffic is dominated by major US players &#8211; Google, Micrsoft, Facebook &amp; Yahoo!&#8217;s properties were among the top five most visited sites, with Orange&#8217;s properties slipping in at #4. Search is dominated in France by Google, who manages 94% of the nearly 135 search requests made per month per person in France.<\/p>\n<p>Facebook, Twitter &amp; Linkedin all outrank Viadeo, France&#8217;s business social network, in terms of traffic in 2012, suggesting that, more &amp; more, France is opening up to becoming a global player.<\/p>\n<h4>Conclusions &#8211; France is still a major player in the European landscape<\/h4>\n<p>The report gives a lot of figures not mentioned here &#8211; they go into depth about France&#8217;s abnormally large 55+ age group and their activities on the internet. They mention a bit the breakdown by gender; however, it was never more than\u00a0\u00b1 5% from being equal, so I didn&#8217;t think it noteworthy to mention.<\/p>\n<p>I would conclude that, by numbers, penetration, and time spent on the internet, France continues to be a major market for tech companies looking to internationalize. As France opens up to outside players more &amp; more (YouTube, Facebook, Twitter, etc.), that audience is becoming easier to access. Smartphone adoption is lagging a little bit; however, that may be due more to the fact that the 55+ age group is more active on mobile than in other regions, which is bringing the penetration down, as they continue to use feature phones (mostly Nokia, as the report discusses).<\/p>\n<p>Unfortunately, the report is only available in French &#8211; a mistake by ComScore, I think &#8211; however, you can find the key European facts in the UK version, and if you have any questions about the figures above, post below and I&#8217;ll clarify via the report.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comscore just released their France Digital Future in Focus report, in which they outline (in French) the state of the digital landscape, what&#8217;s rising, what&#8217;s falling, and where you should be. The report, which currently has a corresponding UK and US edition, shares some pretty interesting facts about the European digital &amp; mobile landscape, ass<\/p>\n","protected":false},"author":77,"featured_media":10894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"subtitle":"","footnotes":""},"categories":[10564],"tags":[7347,7298,8012],"class_list":["post-10869","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech-2","tag-google-en-2","tag-microsoft-en-2","tag-youtube-en-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/10869","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/comments?post=10869"}],"version-history":[{"count":0,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/10869\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media\/10894"}],"wp:attachment":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media?parent=10869"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/categories?post=10869"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/tags?post=10869"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}