2017欧洲数字消费者报告（英文版）-2mb

Europe Digital Consumer Report Summary (2017)

Core Content Overview

This report provides an in-depth analysis of digital consumer behavior in Europe, focusing on demographics, device usage, social media engagement, online purchasing habits, and concerns related to privacy and advertising. It compares these behaviors to the global average and highlights key trends across different age groups and regions.

Main Points and Key Information

Demographics and Interests

• Top 10 Interests:

  • 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:

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

Device Ownership and Usage

• Smartphone: Most commonly owned device (91%) and most important for internet access (especially among 16–24 year olds).
• PC / Laptop: Still the most important device for online activity in France, Germany, and Belgium, but overall, smartphone usage is increasing.
• Tablet: Ownership rates have plateaued and are not growing as expected; some European countries like Belgium, France, Ireland, Spain, and Sweden show small but significant increases in second-screening via tablets.
• Smart TV: 34% of users own one.
• Games Console: 29% own one, with PlayStation 4 being the most popular.
• Wearables: Smart wristbands (6%) and smartwatches (5%) remain niche.
• E-Reader: 15% own one.
• Feature Phone: 15% still use one.
• TV Streaming Device: 12% own one.

Time Spent Online

• Average Daily Time on Mobile: 1 hour and 53 minutes.

• Age-Based Time Spent:

  • 16–24: Most time spent online via mobile.
  • 25–34, 35–44, 45–54, 55–64: Spend less time on mobile, but overall, more time is spent online on smartphones compared to other devices.

• Mobile Purchase Intent:

  • 58% of users plan to buy or upgrade a mobile phone in the next 12 months.
  • Top 10 Mobile Brands: Samsung, Apple, Huawei, Xiaomi, LG, Sony, HTC, Lenovo, OnePlus, and others.

Ad-Blocking and Privacy Tools

• Ad-Blocking:

  • 61% of users block ads due to annoyance or irrelevance.
  • 59% find the number of ads on the internet excessive.
  • 56% find ads intrusive.
  • 43% find ads take up too much screen space.
  • 42% are concerned about ads containing viruses or bugs.

• Ad-Blocking by Age:

  • Younger users (especially 16–24) are more likely to use ad-blockers.
  • Desktop ad-blockers are more prevalent than mobile ones.

• Privacy Tools:

  • Private Browsing: 39% of users use it.
  • Cookie Deletion: 38% of users delete cookies.
  • VPN Usage: 25% of users use a VPN.
  • Ad-Blocker Usage: 22% of users use ad-blockers.

Social Media Engagement

• Daily Time Spent on Social Media: 1 hour and 53 minutes.
• Average Number of Social Media Accounts: 6.7.
• Social Media as Brand Engagement:
  • 52% of users follow brands they like on social media.
• Top Social Platforms:
  • Facebook, YouTube, Instagram, WhatsApp, and Twitter are the most used.

Online Purchase Journey

• Top Online Purchase Drivers:

  • Price (34%)
  • Reviews (29%)
  • Brand reputation (28%)
  • Convenience (27%)
  • Recommendations (26%)

• Top Sources of Brand Discovery:

  • Social media (41%)
  • Search engines (35%)
  • Reviews (32%)
  • Email (28%)
  • Friends (25%)

• Online Purchase Behavior:

  • 46% of users have made an online purchase in the last month.
  • Top Channels for Online Research: Social media, search engines, and email.

Brand Engagement and Review Behavior

• Brand Reviewers:
  • 37% of users have reviewed a product online in the last month.
• Brand Advocacy:
  • Users are more likely to promote brands based on quality (43%), price (39%), and personal experience (35%).

Key Trends and Insights

• Smartphone Dominance: Smartphones are the most important device for internet access and online activity, especially among younger users.
• Ad-Blocking Growth: The trend is growing, driven by frustration with online advertising and privacy concerns.
• Privacy Awareness: Users are increasingly using privacy tools such as private browsing and ad-blockers.
• Second-Screening: Social media and messaging are the most common second-screen activities while watching TV.
• Device Fatigue: Tablet usage is declining, and wearables are not yet mainstream.
• Social Media Integration: Social media is deeply embedded in daily life and plays a significant role in brand discovery and engagement.

Additional Resources

• More Reports:

  • The Rise of Ad-Blocking
  • Profiling the Mobile-Only Audience
  • Virtual Reality
  • Early Tech Adopters
  • The Missing Billion
  • VPN Usage Around the World

• Other Questions on the Platform:

  • Device Sharing
  • Device Satisfaction
  • Console Brands
  • PC/Laptop Operating Systems
  • Mobile Network Providers
  • Income (By Segment)
  • Employment Status
  • Interest in Further Education

Conclusion

The report highlights the growing importance of smartphones in Europe, the increasing use of ad-blockers and privacy tools, and the central role of social media in daily digital habits. It also emphasizes the need for brands to adapt to these trends, focusing on mobile-first strategies, privacy-conscious approaches, and leveraging social media for engagement and discovery.