European consumers get connected

15 April 2013

LONDON: More than half of adult internet users in Europe's five biggest markets now own two or more connected devices, research by Forrester has revealed.

The study from the insights group looked at online activities, device ownership, and media consumption in France, Germany, Italy, Spain, and the UK.

It found that 55% of online adults in these countries possessed two or more of a desktop PC, laptop, netbook, tablet and smartphone.

Spain showed the highest level of multiple device ownership at 60%, while Germany had the lowest at 51%.

Germany is also trailing the rest of Europe in its uptake of certain ecommerce touchpoints, such as social and mobile, which presents an opportunity for retailers, the report stated.

Around three quarters of German online consumers had bought products or service in the previous three months and spent an average of €224, illustrating the potential in this market.

The report cautioned, however, that there were significant differences between the five countries, with different levels of internet adoption, technology usage, and sophistication.

The UK had the highest percentage of consumers going online regularly and also led in online shopping – 10% of consumers with a mobile phone had used a shopping app in the past month – and uptake of mobile activities.

Italy and Spain had smaller online populations than other countries, with just 58% of Italian adults and 69% of Spanish adults going online monthly. They were, however, very active in social media and in both countries two-thirds of the online population possessed a Facebook account.

There was a slower adoption of technology in France, where online consumers were less likely to own multiple connected devices. They were also the least likely to own a laptop, tablet, smartphone, or netbook.

Data sourced from Forrester; additional content by Warc staff