Strategy Briefing

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

56 pages, Jun 2017

US$1,325

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Leveraging Euromonitor International’s 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.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Western Europeans are among the most connected globally

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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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

Why buy this report?

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Strategy Briefing

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

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Western Europeans are among the most connected globally

How digital consumers in Western Europe differ from their counterparts

Smartphones are emerging as the default screen for commerce

Consumers shop online to save time and money

Future growth in digital commerce will be driven by categories such as apparel and foodservice

Want to find out more about this report?

Table of Contents

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

Why buy this report?

Want to find out more about this report?

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