GWI-2017欧洲数字消费者报告（英文版）-2017-27页-2mb

Europe Digital Consumer Report Summary (2017)

Core Content Overview

This report provides an in-depth analysis of the digital consumer landscape in Europe, focusing on demographics, device usage, online behavior, media consumption, social media engagement, and brand interaction. It compares European trends with the global average across key digital metrics.

Main Points and Key Insights

Demographics and Interests

• Top 10 Interests among European internet users (aged 16-64) include:

  • Film / movies (60%)
  • Music (56%)
  • Books / reading (48%)
  • Food / restaurants / cooking (46%)
  • Television (45%)
  • Travel and exploring new places (44%)
  • News / current affairs (43%)
  • Science and technology (38%)
  • Personal healthcare (37%)
  • Health and fitness (35%)

• Lifestyle Segmentation highlights different behaviors among users:

  • Regulars: Donate to charity
  • Semi-Regulars: Drink alcohol
  • Occasionally: Drive a car
  • Non-Engagers: Eat fast food
  • Others: Eat out at a restaurant, exercise, foreign business travel, vacations in home country, vacations abroad, use public transport

Device Ownership and Usage

• Smartphone is the most commonly owned and most important device for internet access in Europe, with 91% of users owning one.

• PC / Laptop is also highly prevalent, with 87% ownership, and remains a key device for online activities, particularly in commerce and entertainment.

• Tablet ownership is at 47%, but growth has peaked and usage is declining due to user fatigue.

• Smart TV ownership is 34%, and Games console is 29%, while e-Reader and Feature phone are less common at 15% each.

• Smart wristband and Smartwatch ownership remains low at 6% and 5%, respectively.

• Device Importance:

  • 16-24 years: Smartphones are the most important device (70%)
  • 25-34 years: Smartphones (66%)
  • 35-44 years: Smartphones (61%)
  • 45-54 years: Smartphones (55%)
  • 55-64 years: Smartphones (50%)

Time Spent Online

• Average daily time spent online via mobile is 1 hour and 53 minutes.

• Mobile users spend significantly more time online than desktop users.

• Time spent online varies by age group:

  • 16-24 years: Highest time spent online (1h53m)
  • 25-34 years: 1h49m
  • 35-44 years: 1h45m
  • 45-54 years: 1h39m
  • 55-64 years: 1h31m

• Mobile purchase intentions:

  • 61% of users plan to purchase or upgrade their mobile within the next 12 months.
  • Top mobile brands include Samsung, Apple, Huawei, Xiaomi, and Sony.

Ad-Blocking and Privacy Tools

• Ad-blocking usage:

  • 61% of users block ads due to annoyance or irrelevance.
  • 56% find ads intrusive.
  • 43% believe ads take up too much screen space.
  • 4.2% are concerned about ads containing viruses or bugs.

• Privacy tools:

  • 43% use private browsing windows.
  • 36% delete cookies regularly.
  • 28% use a VPN.
  • 18% use ad-blockers on desktops, while 14% use them on mobiles.

• Ad-blocker adoption is driven by ad-frustration, with a growing potential for mobile ad-blocking to become mainstream.

Media Consumption and Second-Screening

• Media consumption is segmented into:

  • Non-Users: 11.8% (Cinema), 19.8% (Broadcast Radio), 28.9% (Physical Press), 28.2% (Online Press), 47.3% (Games Consoles)
  • Light Users: 47.9% (Cinema), 34.4% (Broadcast Radio), 46.2% (Physical Press), 38.9% (Online Press), 26.3% (Games Consoles)
  • Medium Users: 24.5% (Cinema), 17.9% (Broadcast Radio), 15.5% (Physical Press), 19.6% (Online Press), 10.0% (Games Consoles)
  • High Users: 14.4% (Cinema), 19.5% (Broadcast Radio), 8.0% (Physical Press), 9.4% (Online Press), 10.9% (Games Consoles)
  • Heavy Users: 1.3% (Cinema), 8.4% (Broadcast Radio), 1.3% (Physical Press), 3.9% (Online Press), 5.5% (Games Consoles)

• Second-screening is common, with:

  • 86% of users using an additional device while watching TV.
  • Mobile is the most used second-screen device.
  • Tablet is also used, with Belgium, France, Ireland, Spain, and Sweden showing small but significant increases in tablet second-screening since 2015.

• Top second-screen activities include:

  • Using social media
  • Messaging friends
  • Gaming

Social Media Engagement

• Average time spent on social media is 1 hour and 53 minutes per day.
• Average number of social media accounts is 6.7.
• Following brands on social media is a growing trend, with 44% of users following brands they like.
• Top global social/messaging services include:
  • Facebook
  • Instagram
  • WhatsApp
  • YouTube
  • Twitter

Online Purchase Journey

• Top sources of brand discovery include:

  • Social media
  • Online reviews
  • Search engines
  • Friends
  • Online ads

• Top online purchase drivers include:

  • Easy access to products
  • Competitive prices
  • Reviews and ratings
  • Brand reputation
  • Convenience

• Online purchase behavior:

  • 19% of users purchased an item online in the last month.
  • Mobile is the preferred device for online purchases.
  • Ad-blocking is a major challenge for marketers, especially on mobile.

Brand Engagement

• Reviewers (users who review products online) are a significant group, indicating active participation in the online marketplace.
• Brand advocacy is driven by:
  • Trust in the brand
  • Positive experiences
  • Recommendations from others
  • Personal satisfaction with the product

Other Key Data Points

• Mobile payments are used by 15% of users.
• Digital content is purchased by 18% of users.
• Device sharing is common, with 47% of users sharing their devices.
• Privacy concerns are high, with 61% of users concerned about online privacy.
• Data concerns are also significant, with 43% worried about how companies use their data.

Conclusion

The report highlights the growing importance of smartphones in the European digital landscape, along with increasing concerns about online privacy and ad-blocking. While tablets and smartwatches remain niche, the shift towards mobile-first behavior is clear, especially among younger users. Social media continues to play a central role in both media consumption and brand engagement, and online purchasing is becoming more common, driven by convenience and brand trust. Marketers must adapt to these trends, focusing on mobile-first strategies, privacy-conscious approaches, and effective use of social media for brand discovery and engagement.