Decrease in difference between countries with highest and lowest reach hints at aligning levels of shopping adoption in Europe
LONDON, March 1, 2018 /PRNewswire/ -- comScore, Inc. today published its online retail report, using multi-platform panel data from five European countries (France, Germany, Italy, Spain, and the UK), to highlight top line trends impacting the retail space, outlining key differences in consumers' behavioural and consumption patterns.
The 2017 October-December holiday season saw German internet users (89 percent of whom accessed the retail category) spend just below five hours on average on retail sites across all platforms, versus three hours for French users (84 percent accessed retail sites), Italian (78 percent) and Spanish (89 percent) users. In all five EU countries, more than one-third of consumers now access retail sites through both mobile and desktop devices, underlining findings from our 2017 Global Mobile Report, that mobile adoption for retail now almost mirrors desktop.
"Using examples from the EU5 countries, this report provides insights into retail audiences and their cross-device content consumption," said Guido Fambach, senior vice president EMEA at comScore. "It helps media owners, advertisers and their agencies to understand this competitive landscape better, enabling them to leverage how they can best reach consumers." Further insights from the European online retail snapshot:
The heaviest retail users across the EU5 countries are considerably more likely than the average internet user to visit a lifestyle site (Germany +68 percent, Italy +50 percent, Spain +47 percent, UK +46 percent, France +44 percent).
There is a variety of platform preferences between countries, with consumers from the UK and Spain proportionally more likely to access all retail subcategories via mobile devices, while French and German users skew more to desktop.
About comScore comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behaviour everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, comScore's data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers' multiscreen behaviour at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and a global footprint in more than 70 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit comscore.com.