Export Business Map - Export Development Canada

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Export Business Map Make the Web work for Canadian exporters

Sam Sebastian Country Manager, Google Canada

A Growth Engine For Canada Today, the web has become an integral part of our lives – whether we’re streaming a new playlist, sharing a photo with family, or checking in with

Thanks to the Internet and the emergence of new business platforms, even the smallest company can now adopt and afford technology that would

friends. In our constantly connected world, we also rely on the web more than ever to help us shop for products and services. It helps us research, compare and purchase products not just online, but also in stores.

have been the envy of a large corporation 15 years ago. Now, more than ever, companies of all sizes can compete in the global economy.

For Canadian businesses, the web also provides an opportunity to reach potential customers at home and customers abroad. Across the world, Internet use is increasing with more than 50% of Internet users going online daily in the vast majority of countries. Smartphones are widely used to research purchases, while consumers increasingly like to watch online videos for product information. In fact, today more than 1 in 3 global shoppers made their last apparel purchase online. More and more, the evidence shows that not only will the Internet contribute a growing share of Canada’s economic growth, but that businesses that embrace online tools do better. In Canada, one in 10 small businesses are exporters, but many more businesses could be using the web to reach a wider pool of customers and markets. Exports enable companies to compete outside of their local markets, diversifying their risk, optimizing existing resources, and creating economies of scale to grow their businesses.

Getting started in export can prove challenging for many business owners. We’ve created this Export Map and compiled resources online at at g.co/exportcanada to help raise awareness of the export opportunities available to our home-grown businesses. This map is a compilation of data from the top ten export countries for Canadian businesses with seasonality calendars providing insights into the most important holidays and events in each market, as well as fundamental facts about web and mobile usage for each country. Our Export Site also offers Canadian case studies and other resources to help businesses on their export journey. There’s a multitude of market opportunities, and the internet brings them to your doorstep. We look forward to helping you along your export journey, and can’t wait to see how you make the web work for you!

Sam Sebastian Country Manager, Google Canada

Benoit Daignault President and CEO Export Development Canada

Narrowing Canada’s export challenge, one network at a time With a relatively small population spread over a huge landmass, Canadian companies have always had strong incentive to find new customers and

For SMEs in particular, digital technology is a trade enabler. Using the Internet, they can connect to opportunities that previously never

developments, opportunities and risks at play in the global economy. The reach of Google means that more people will

markets abroad. In fact, exporting is a key driver of Canada’s economy, accounting for about 60 per cent of our gross domestic product. But for a country that is so dependent on trade for its economic prosperity, only 4 per cent of Canadian companies are exporting today. This is Canada’s export challenge.

have knowledge about, or access to, without months of research, travel and networking; saving these small companies precious time and money.

be able to connect the dots of Canadian trade, with greater clarity, precision, and speed, with a view to fueling a deeper conversation about how Canada can improve its trade performance. The Google Export Business Map is a great catalyst to that effect.”

Canadian companies have traditionally been major exporters of metals, ores, and forestry products. Outside of commodities however, we have also developed a strong international reputation in sectors such as auto parts, information and communications technologies, infrastructure development, aerospace and clean technologies to name a few. So how do we get more Canadian companies selling their goods and services abroad, when many businesses don’t have enough resources to learn about international opportunities? With a little help from the digital world. In fact technology is causing a significant shift in the way trade is conducted.

For example, last year Export Development Canada (EDC) partnered with Canadian Manufacturers & Exporters (CME) to launch the Enterprise Canada Network, a website that helps Canadian companies connect to businesses, technology, and research opportunities posted in the Enterprise Europe Network and other international databases. This digital platform has already helped hundreds of Canadian SMEs grow their business internationally. To add to these digital resources, Google has published a series of ‘Export Business Maps,’ bringing knowledge on key business opportunities to Canadian companies hoping to grow internationally. The map contains facts and figures on 10 export markets, which are particularly interesting as target markets for Canadian exporters and exporters-to-be. Google’s export maps are a great complement to the wealth of information that EDC offers Canadian businesses on the trends,

Along with this market intelligence, EDC provides financing and insurance solutions that help Canadian companies respond to international business opportunities, as well as financial services for international companies that buy from Canadian companies. As a profitable Crown corporation that operates on commercial principles, EDC partners with private- and publicsector financial institutions to grow Canadian trade around the world. International trade in Canada is, and needs to be, a team sport. Google Canada joining that team will only help to grow Canada’s existing 47,000 exporters and meet Canada’s export challenge.

Benoit Daignault President and CEO Export Development Canada

SEASONALITY CALENDAR

TARGETING USA EXPORTING OPPORTUNITIES

USA

OVERVIEW Population

318.9

Moveable feasts: dates change each year

Retail Travel

million [2]

Bank holiday

Local

Demographic Profile

49%

male

Internet Population

87%

279.83 million [8]

Online Purchase

70%

[11]

51%

female

Tech

[5]

ay lD ia or

Au t

No ve

Ho lid ay

1A ll S ai

Break mer Sum

s Day her’ Fat

Au g

on as Se

t us

er m

Octob er

er temb Sep

13 Colum bus Da y

Use of smartphones in consumer purchases

total number of mobile connections [4]

used smartphone to research product [7]

21%

English Spanish other Indo-European Asian and Pacific island Other

87% 82% 82% 74% 74% 56% 56% 50% 48%

7%

used smartphone to make purchase [10]

Fashion & apparel Electronics Books Tickets Music & games Home furnishings Sports & outdoors Beauty products Toys, kids and baby products

[13]

Online activities with smartphones 52% 50% 42% 41% 41% 34% 33% 26% 20% 12%

Check email Use search engines Visit social networks Look for product information Watch online videos Listen to music Look up maps and directions Use online banking Play games [14] Purchase

NOTEWORTHY FACTS [15]

W ed di ng

S u m m e

Summe r Br eak 4 In d e p e n den ce D ay

American people use an average of 2.9 connected devices per person (2014).

*Business Industrial Markets. *Cinco de Mayo – Celebration of Mexican heritage and pride held on the fifth of May. *Cyber Monday – Held on the Monday immediately following Black Friday. Created by companies to persuade consumers to shop online. *Mardi Gras – Carnival celebrations beginning on or after Epiphany and culminating on the day before Ash Wednesday. *Thanksgiving – Holiday to give thanks for the food collected at the end of the harvest season. Held on the fourth Thursday of November.

81%

Online purchase breakdown by product

M em

o* ay M

eason Wedding S ng S eas ddi on We

School

Mobile sales

26

de

y Da r’s

July

o ck t Ba

Mobile penetration

82.1% 10.7% 3.8% 2.7% 0.7%

5C in co

ak re B r

er East

June

Th an ks

of total internet audience [10]

79%

Languages Spoken

M ot he

on as Se

F

daily [6]

38%

KEY STATS

W ed di ng

Su m

Cy be r

% who used search engine [3]

114.5%

M a

y

Bl ac k

YouTube reach

MOBILE

Easte r

April

ras* rdi G Ma

ch Mar

31 Hal lowe en

W

Frequency of internet usage

Sp ri

ek NY n We hio s a F

Fe br

* as Gr

n um

M ar di

r te in

ay our D Lab

Janua ry

ry ua

r be m

ber cem De

ar Ye

on as Se

Ch in es e

Holiday Sea son

NY

son y Sea lida Ho

14 Va le nt i

ew N

y Da s’ t n

Su pe r

Web research for purchases

l w Bo

h nuka Cha

Chinese New Yea r

Pr es id e

y Da ’s ne

* ng vi i g

Fa sh io n

1 New Y ear’s Day

mas hrist 25 C

y da on M

Luth er K ing Da y

ng

ay rid

20 Martin

k ee W

11

s Eve Year’ New 1 3

ay sD n a

y Da ’s nt

Ve te r

SEARCH AND DISPLAY

37%

of the United States population used a smartphone in 2012, globally it was 14%.

US respondents frequently research online and then buy offline, particularly in the case of TV sets and large home appliances (57%) in 2014.

SOURCES: [2] CIA: The World Factbook, July 2014 [3] Consumer Barometer, 2014 [4] eMarketer, 2014 [5] CIA, The World Fact Book, 2014 [6] Consumer Barometer, 2014

[7] Consumer Barometer, 2014 [8] Statista, 2014 [9] comScore, August 2014 [10] Consumer Barometer, 2014 [11] Statista, 2014

[12] Statista [13] Consumer Barometer, 2014 [14] Consumer Barometer, 2014 [15] Consumer Barometer

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TARGETING CHINA EXPORTING OPPORTUNITIES

CHINA

OVERVIEW Population

Retail Travel Local

Demographic Profile

1.36


billion [16]

Bank holiday

Internet Population

47.8%

[22]

648.75 million

48.5% 51.5% female

Online Purchase

22.2 %

[25]

male

BIM*

[19]

Tech

SEARCH AND DISPLAY

Finance

30 Sprin g Fes tiva l Ev e


62%

Annua l Bon us

4

Yo u 1– 3

y Da

July

arch s Se Job

Au t

No ve

Octob er

er temb Sep

t us

er m

June

Au g

al* iv st


used smartphone to research product[21]

7%

[29]

33%


16%



Chinese Mandarin (official); Yue (Cantonese); Wu (Shanghainese); Minbei (Fuzhou); Minnan (HokkienTaiwanese); Xiang, Gan, Hakka dialects, and minority languages.

[28]

La b

ay rD ou

th

l* iva st Fe at

Su m

y

1 Nation al D ay

Mobile sales

Languages Spoken

Bo

h rc ea

ng

School

Mobile penetration

75.6% 45.1% 43.3% 34.9% 32.7% 30.6% 25.7% 22.7% 22.4% 18%

Apparel & accessories Consumer packaged goods Computing products & consumer electronics Virtual cards Handbags, briefcases, etc. Personal care & beauty products Books, video, music, etc. Home appliances Food and beverages Stationary, office supplies [26]


Use search engines Visit social networks Watch online videos Play games Listen to music Look for product information Check email Look up maps and directions Purchase Use online banking

[27]


Qi xi Fe

estival* oat F nB ago Dr

Day ren’s hild 1C

Alibaba accounted for over 86% of China’s mobile shopping market in 2014.

*Business Industrial Markets. *Qingming Festival – Traditional Chinese festival on the 104th day after the winter solstice. Serves as both a solar term and a Chinese traditional festival, and it signifies the fact that the days are becoming warm and bright. *Dragon Boat Festival – Occurs on the fifth day of the fifth month of the lunar calendar. Activities consist of eating Zongzi, drinking Realgar wine and racing dragon boats. *Qixi Festival – Falls on the seventh day of the seventh lunar month of the Chinese calendar. *Mid-Autumn Festival – Falls on the 15th day of the eighth lunar month of the Chinese calendar. It is a time for family reunion.

claims there are 60 million

KEY STATS

Dr ag on

Jo bs S

M a

Qing m i n g Fest iva l*

Jobs Se arch

April Sp ri

o ck t Ba

ch Mar

CN

YouTube is blocked in China, but a Business Insider report

Use of online videos for product information

users in the country [23]

96.1%

n’s Day ome 8W

r te in

estival* mn F utu A d Mi

W

ry ua

n um

daily [20]

YouTube reach

MOBILE

ar Ye

Fe br

ew N

r be m

ber cem De

14 Va Chinese N le ew Y nt ear Ch Janua ine ry se

y Da e’s in

25

85%


1 New Y ear’s Da y

istmas Chr


52% of Chinese surveyed made their last clothing/footwear

China represents 54% of all internet users in Asia Pacific (2014).

purchase online: one of the highest rates in world (2014)

SOURCES: [16]CIA, The World Fact Book, July 2014 [17]Consumer Barometer, 2014 [18]eMarketer, December 2014 [19]CIA, The World Fact Book, July 2014 [20]Consumer Barometer, 2014

[21]Consumer Barometer, 2014 [22]Statista, 2014 [23]Cooper Smith, 2013 [24]Consumer Barometer, 2014 [25]Statista, 2013

[26]eMarketer, 2013 [26]Consumer Barometer, 2014 [28] CIA, The World Fact Book, July 2014 [29] Consumer Barometer, 2014 [30] China Internet Watch

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TARGETING UNITED KINGDOM EXPORTING OPPORTUNITIES


UK

OVERVIEW Population

63.7


Retail Travel

Internet Population

77.3%

[37]

million [31]

Bank holiday

Local

Demographic Profile

49%

male

50.1 million

Online Purchase

88%

[40]

51%

female [34]

Tech

Eve ear’s ew Y N 1 3

SEARCH AND DISPLAY

Sp rin g

Ba n

ay id ol H

on as Se

Au t

June son g Sea ddin We

s Day her’ Fat

July Weddin g Se aso n

Summ er B rea k

Au g

g

t us

er m

Octob er

er temb p e S

ay M

y

on as Se

Mobile penetration

Mobile sales




130.9%

English

Ea rly

W ed di n

r


Languages Spoken

g

31 Hal lowe en

daily [35]

59%

7%

[44]

14%

6%


KEY STATS

W ed di n

Su m

School

Easte r

k to Bac

er East

April

Day her’s Mot

W

ch Mar

k ea Br


85%


MOBILE ay ick’s D Patr St. 17

No ve

1A ll S ai

Bl ac k

Fe br

k* ee W

n um

Fa sh io

M a

S u m m e

nk

YouTube reach

Sp ri

* Week hion Fas

Janua ry

Va le n

r te in

ay lid Ho

14

ry ua

r be m

ber cem De

1 New Y ear’ sD ay

n

y Da s’ nt


y Da e’s tin

F

stmas Chri 25

ay rid

k

y da on


48%

ay ing D Box 26

ng

Cy be rM

eak ter Br l Win o o Sch

(and regional languages Scot, Scottish Gaelic, Welsh, Irish, Cornish)

[43]

Online purchase breakdown by product 63% 61% 54% 43% 32% 30% 28% 25% 25% 23%

Books Clothing/footwear DVDs CDs Beauty & healthcare Kitchen & home goods Toys & games Electrical & photogenic Garden & outdoor Software & games

[41]


Check email Use search engines Visit social networks Look for product information Watch online videos Listen to music Look up maps and directions Use online banking Purchase [42] Play games

Su m m er Ba


28% of respondents in the UK researched their last purchase only online, the highest rate in Europe (2014).

In Europe, the British top the list regarding the amount of money spent buying goods online in 2014; the average consumer spent € 953.

SOURCES:

*London Fashion Week – Apparel trade show held in London twice a year. Considered one of the “Big Four” fashion weeks worldwide.

[31] CIA, The World Fact Book, July 2014 [32] Consumer Barometer, 2014 [33] eMarketer, December 2014 [34] CIA, The World Fact Book, July 2014 [35] Consumer Barometer, 2014

[36] Consumer Barometer, 2014 [37] eMarketer, December 2014 [38] Statista, Fall2013 [39] Consumer Barometer, 2014 [40] eMarketer, 2014

[41] eMarketer, 2012 [42] Consumer Barometer, 2014 [43] CIA, The World Fact Book, 2014 [44] Consumer Barometer, 2014 [45] Consumer Barometer & comScore

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TARGETING JAPAN EXPORTING OPPORTUNITIES

JAPAN

OVERVIEW Population

127.1


Retail Travel

January 2–3

5 C hi ld re

ay sD n’

ay lD ia or em

s Day her’ Fat

Bonus mer Sum 30

No ve

An tiFl

3C ul tu

Th 23 an La ks b g

Octob er

Rainy S eas on Ocean Day

er temb Sep

t us Su m m

Baseba ll Fin als

Au t

eason ny S Rai

July

31 Hal lowe en

13 Spor ts D ay

er m

June

Au g

le Sa er

ay yD er

ention Prev ire 1F

Su m

y

n tio ca a V

y Da r’s

ng

Su m m er A n tiUV

ns tio u a ec

3. C o ns ti. M

M ot he

Pr

n* ge

4 G re en

M a

29 Shõ ma Day

Cool B iz*

April Sp ri

ox Equin mn utu A 23 fo pect Res 15 Aged Day the

l Schoo

ch Mar

arch s Se Job

r te in

JP

ion duat Gra

W

k to Bac

Fe br

Life* New

n um

Jo bs S

inox g Equ prin 21 S

Janua ry

95%


Day* hite 14 W

ber cem De

Ne w

ry ua

r be m

Jobs S earc h

53%


daily [53]

5%

[53]

[59]

MOBILE Mobile penetration

Mobile sales



113.3%

15%


5%


KEY STATS Online purchase breakdown by product 43.8% 48.8% 33.5% 30.8% 28.8% 17.5% 31.0% 13.6%

Apparel and accessories Books and magazines Music and video Consumer products, furniture, interior décor PC, mobile and communications devices AV systems Pharmaceuticals and cosmetics Video games

NOTEWORTHY FACTS

O ch ū

91%

Online activities with smartphones 55.2% Food & beverages, alcoholic drinks 19.5% Office supplies & stationaries 27.4% Home appliances 12.9% Sporting goods 6.7% Baby products 6.9% Auto 3.0% Other [56]

45% 41% 29% 24% 18% 17% 13% 11% 8% 5%

Check email Use search engines Visit social networks Look for product information Look up maps and directions Watch online videos Play games Listen to music Use online banking Purchase

[57]

60]

of Japanese respondents made their last purchase of flights online, one of the highest rates in the world (2014).

*Cool Biz – Campaign started in 2005 by the Japanese Ministry of the Environment as a means to help reduce electric consumption by limiting the use of air conditioning. *New Life – Shinseikatsu: Period in the beginning of the year when people start living on their own or move to another place. Often related to school advancement, graduation, first jobs and career switches. *Ochūgen – Summer gift giving season to express gratitude (to co-workers, bosses, parents, teachers, etc). *Oseibo – Winter gift giving season to express gratitude (to co-workers, bosses, parents, teachers, etc). *White Day – Typically observed by boys and men presenting gifts to their girlfriends/wives, as a return of favor from Valentine’s Day.

49%

y Da

. ec Pr

ibo* Ose

M

Gr ad

h rc ea

u

New Life *


n io at nd ou

y Da

To ky o

Va le n

n ho at ar

irthday or’s B per Em


SEARCH AND DISPLAY

* fe Li

re

23

11 .N at io na lF

n tio ua

y r/ Da ou ing iv

14

Coming of Ag eD ay

1 New Y ear’s Day

mas hrist 25 C

YouTube Reach

[52]

[49]

ay sD e’ tin

w Ne

Cards eeting ’s Gr r a Ye

81.3%

female

Entry Exam s

er 31 emb Dec

Tech

male 51.2%

Online Purchases

80.3% 102.1 million

48.3%

Ban kH olid ay

BIM*

Internet Population [52]

million [46]

Bank holiday

Local

Demographic Profile

24%

of Japanese respondents carried out only online research for their last purchase, the highest rate in Asia-Pacific (2014).

39% of respondents participated in contests/giveaways from brands on social media (2013).

SOURCES: [46] CIA, The World Fact Book, 2014 [47] Consumer Barometer, 2014 [48] eMarketer, 2014 [49] CIA, The World Fact Book, 2014 [50] Consumer Barometer, 2014

51] Consumer Barometer, 2014 [52] eMarketer, 2014 [53] eMarketer, Aug 2014 [54] Consumer Barometer, 2014 [55] eMarketer, 2014

[56] eMarketer, 2014 [57] eMarketer, 2014 [58] CIA, The World Fact Book, 2014 [59] Consumer Barometer, 2014 [60] Consumer Barometer & eMarketer

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TARGETING MEXICO EXPORTING OPPORTUNITIES

MEXICO

OVERVIEW Population

Retail Travel Local

120.29


Demographic Profile

million [61]

Bank holiday

48.8% male

Internet Population

49.7% 59.4 million

51.2%

[67]

Online Purchases

31.3%

[70]

female

Tech

[64]

e ear’s Ev ew Y N 31

SEARCH AND DISPLAY Web research for purchases

y mas Da hrist C 4 2

y Da r’s

au t

No ve

Sa le S Octob er

er m

ing

sum June

July

Au g

Break Summer B rea mer k Sum

Mobile sales




33%

69%

14%

[74]

13%


KEY STATS Languages Spoken


92.7% Spanish only 5.7% Spanish and indigenous languages 0.8% Indigenous only [73]

70% 47% 23% 20% 15% 14% 14% 6%

season urism k to Pea

S u m m e

Peak t o u r i sm s eas on

sm

M ot he

o ay M de

2D ay of t

Mobile penetration

88.7%

30 Child rens Day

5C inc o

Peak tour ism sea son

Easte r

April M

School k to c a B k er ea r temb Sep rB t us

er East

ch Mar

MX sp r

on as se



MOBILE

season urism k to Pea

wi

n um

er nt

dence D. epen d n I 16

14 Va le Fe b

Janua ry

y ar ru

r be m

ember Dec

Pe ak to ur i

e’s in nt

n so ea

6 Epiph any

on as se

20 Re vo lu

n Seaso Sale

sm

ad De e h

daily [65]

52%


Peak tour ism sea son

ay

n tio

season rism tou k a Pe

YouTube reach

58%

Day alupe uad G 12

y Da


Flights Hotels Apparel Appliances Cinema Insurance TV sets Groceries

[71]


Visit social networks Check email Watch online videos Use search engines Listen to music Play games Look up maps and directions Look for product information Use online banking Purchase

[72]

Pe ak t ou ri

ay er’s D Fath

NOTEWORTHY FACTS [75] In a 2013 DHL study, 87.1% of crossborder buyers in Mexico had purchased from the United States. Canada ranked a distant second with 30%.

In 2014, 33% of Mexican smartphone users used their device during their last purchase, one of the highest rates in the region.

The leading reason the vast majority of Mexicans (78.1%) purchase abroad is to obtain products not available domestically, not because of price (2013).

SOURCES:

*Guadalupe Day - One of the most important dates in Mexican calendar. Thousands of the faithful for Our Lady of Guadalupe make the most important of all pilgrimages of the year to the Basílica of Guadalupe. *Cinco de Mayo - Celebration of the Mexican heritage and pride held on the 5th of May.

[61] CIA, The World Fact Book, 2014 [62] Consumer Barometer, 2014 [63] eMarketer, 2014 [64] CIA, The World Fact Book, 2014 [65] Consumer Barometer, 2014

[66] Consumer Barometer, 2014 [67] eMarketer, November 2014 [68] Statista, 2011 [69] Consumer Barometer, 2014 [70] eMarketer, November 2014

[71] Consumer Barometer, 2014 [72] Consumer Barometer, 2014 [73] CIA, The World Fact Book, 2014 [74] Consumer Barometer, 2014 [75] eMarketer, Consumer Barometer

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TARGETING HONG KONG EXPORTING OPPORTUNITIES

HONG KONG

OVERVIEW Population

7.12


Retail Travel

million [76]

Bank holiday

Local

Demographic Profile

Internet Population

74.9%

[82]

5.3 million

53.4% 46.6% female

Online Purchases

66.4%

[85]

male

BIM*

[79]

Tech

SEARCH AND DISPLAY

Finance

Winter Sale s

Job Se 1

25 B u dd ha ’

La bo

y Da ur

June

Festival Boat gon Dra 20

No ve

autum n

Octob er

er temb Sep

1 Nation al D ay

Sales mer Sum

21 Chung Y eung Fes tiva l

t us

summ er

school

Mobile sales




37%

Languages Spoken 89.5% 3.5% 1.4% 4% 1.6%

Cantonese English (official) Putonghua (Mandarin) other Chinese dialects other

Au g

July

Su m m e

Summe r Sa les Hong Ko n Region Es g Speci a tablis hm l ent

NOTEWORTHY FACTS

[89]

15%



[88]

75% 71% 31% 31% 26% 13% 9% 4%

Flights Hotels Apparel Insurance Cinema TV sets Groceries Appliances

[86]


Check email Use search engines Visit social networks Look for product information Watch online videos Play games Look up maps and directions Listen to music Use online banking [87] Purchase

[90]

People in Hong Kong use an average of 3 devices each (2014)

*Business Industrial Markets. * Golden Week is a semi-annual 7-day national holiday in mainland China. While Hong Kong doesn‘t celebrate Golden Week officially, tourists flock in from mainland China. *According to Hong Kong laws, when a designated public holiday falls on a Sunday or on the same day of another holiday, the immediate following weekday would be a public holiday. *If the statutory holiday falls on a rest day, a holiday should be granted on the day following the rest day which is not a statutory holiday or an alternative holiday or a substituted holiday or a rest day. *If either Lunar (Chinese) New Year Day, the second day of Lunar New Year or the third day of Lunar New Year falls on a Sunday, the fourth day of Lunar New Year is designated as a statutory and general holiday in substitution. *Chinese Winter Solstice Festival or Christmas Day (at the option of the employer).

11%

KEY STATS

ay hd irt sB

ch ar

ay

s ale rS

M

Qingm ing F esti val

Job Sea rch

April

k to Bac

Mobile penetration

64.4%

ar Ye

Golden Wee k


229%

n’s Day ome 8W

ch Mar

spring

HK

daily [80]

89%


les Sa

y Da e’s in

Fe b


66%

YouTube reach

MOBILE

ar Ye

winter

y ar ru

r be m

D

ew N

14 ay 1st day of Va tmas D Janu len hris a C r y t 25 19 L un r J e a b n uary m ar ece

W in te r


ew N

ng Day Boxi 6 2

Ch in es e

Go ld en

k ee W

ales ter S Win


An average Hong Kong Internet user spends more than 25 hours online per month, making it one of the most engaged Internet markets.

87%

of respondents obtain information about products/services on social media (2013).

SOURCES: [76] CIA, The World Fact Book, 2014 [77] Consumer Barometer, 2014 [78] eMarketer, November 2014 [79] CIA, The World Fact Book, 2014 [80] Consumer Barometer, 2014

[81] Consumer Barometer, 2014 [82] eMarketer, November 2014 [83] Burson-Marsteller Asia-Pacific, 201 [84] Consumer Barometer, 2014 [85] eMarketer, 2012

[86] Consumer Barometer, 2014 [87] Consumer Barometer, 2014 [88] CIA, The World Fact Book, July 2014 [89] Consumer Barometer, 2014 [90] Consumer Barometer, comStore

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TARGETING ITALY EXPORTING OPPORTUNITIES

ITALY

OVERVIEW Population

61.68


Retail Travel

million [91]

Bank holiday

Local Tech

48.2% male

Internet Population

Online Purchases

58%

46.3%

35.8 million [97]

51.8%

[100]

female

[94]

’s Eve Year New

SEARCH AND DISPLAY 6 Epip han y

reak ter B Win n’s Day ephe t. St S 26

y Da ’s

Au t

ve

1A ll S ai No

Octob er

ason Fashion Wee ng Se kM ilan ddi * We

er temb Sep

July

eason Wedding Se ng S aso ddi n We

Break mer Sum

ay blic D epu 2R

t us

er m

June

g

Au g

on as Se

Su m

y

W ed di n

Summ er B rea k Summ er S ale

k ea Br r e

daily [95]


Mobile penetration

Mobile sales




76%

151.1%

13%


59%

12%

[104]

3%


KEY STATS Online purchase breakdown by product

Languages Spoken

Italian (official), German, French, Slovene.

M ot he r

y Da ur

ng

School k to Bac


1L ab o

Su m m

le Sa r e

W ed di ng

M a

* to os g a

25 Li b e r a t ion Day

Easte r

April Sp ri

Sale mer Sum

Day er’s Fath

ch Mar

er East

r te in

IT

ival Carn

W

YouTube reach

MOBILE ilan* eek M nW hio Fas

Fe br


n* ila M

14 Va le nt

W in te

ale ter S Win

n um

k ee

Janua ry

W

e al rS

1 New Y ear’ sD ay

Ca rn

ry ua

b m

ber cem De

Winte r Sa le


50%

y Da e’s in

y Da s’ t n er

Fa sh io n

al iv

s istma Chr 25 ulate mac 8 Imnception Co

Winte r Bre ak

on as Se

31

ilan* eek M nW o i h Fas

Demographic Profile

83% 69% 29% 27% 17% 17% 13% 3%

Flights Hotels Apparel Insurance TV sets Appliances Cinema Groceries [101]

NOTEWORTHY FACTS

Su m m 15

Fe rr

42%


Use search engines Check email Visit social networks Watch online videos Look for product information Look up maps and directions Listen to music Play games Use online banking Purchase [102]

[105]

of respondents in Italy researched both online and offline before their last purchase, the highest rate in Western Europe (2014).

Italy has the lowest internet penetration rate in Western Europe; only 53.1% of the population accessed the web on at least a monthly basis,

63%

consider it very important that the lowest price is on offer if they are to buy from a website (2014).

SOURCES:

*Fashion Week Milan – Held semi-annually in Milan. Part of the “Big Four” Worldwide Fashion weeks. *Ferragosto – Italian holiday to commemorate the Assumption of the Blessed Virgin Mary.


[96] Consumer Barometer, 2014 [97] eMarketer, November 2014 [98] Statista, Fall 2013 [99] Consumer Barometer, 2014 [100] eMarketer, 2014

[101] Consumer Barometer, 2014 [102] Consumer Barometer, 2014 [103] CIA, The World Fact Book, July 2014 [104] Consumer Barometer, 2015 [105] Consumer Barometer & eMarketer

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TARGETING SOUTH KOREA EXPORTING OPPORTUNITIES

SOUTH KOREA

OVERVIEW Population

Retail Travel Local

Demographic Profile

49.04


million [106]

Bank holiday

Internet Population

73%

82.3% 40.3 million

49.9% 50.1% female

Online Purchases [115]

[112]

male

Tech

[109]

SEARCH AND DISPLAY Web research for purchases



daily [110]

72%

Bu d dh a’ s

6M

June

July

17 Consti tutio rial Day nD emo ay

er Sale umm ul S Seo

Bl ac k

Autum n

No ve

Octob er

Da y

er temb Sep t us

Summ er

Au g

1 5 Lib er a

Summe r Ho lida ys

y Da

y

n tio

Cherry Blo ssom Fes tiva l

5 C hi ld r

ay sD en

3 National F ound atio n

school

estival mn F utu d-A i M


93%

36.7%

Mobile penetration

Mobile sales




6%

[113]

[119]

MOBILE

113.7%

44%

25%

used smartphone to make purchase[114]

April

M a

s ay id l o H

o ck t Ba

ch Mar Spring

SK

ment Day Move nce nde epe nd 1I

ar Ye

Fe br

Wint er

-K or e

les Sa

Janua ry

Gr

w Ne

r be m

ber cem De

Se oll al

an

ay id Fr

Ko re an

ry ua

9 Hang eul Da y

s Day New Year istma ’s D Chr ay 5 2

ay hd rt Bi

y da on M

d an

Cy be r

ales Korean Gr rand S and an G Sal e r es Ko

YouTube reach

KEY STATS Online purchase breakdown by product 68.2% 50.1% 46.4% 30.6% 30.5% 21% 20.2% 18.3%

Cosmetics Clothing, footwear, sporting goods/accessories Bookings/reservations Computer equipment or parts Video Music products (incl. streaming) Other paid content (work/ school-related contents) Home electronic appliances

Su m m er

Seoul Su mm er S ale

NOTEWORTHY FACTS

15.9% 15% 12.8% 11.7% 5%

Online activities with smartphones

Computer/video games Books, magazines, newspapers Food, groceries (incl. health foods) Toys/furniture Computer software (excl. games)

[116]

88% 66% 52% 50% 41% 40% 36% 31% 30% 30%

Use search engines Watch online videos Look for product information Check email Look up maps and directions Listen to music Visit social networks Play games Purchase [117] Use online banking

[120]

Online research rates for shopping are over 50% almost everywhere, but they are highest in Asia, especially South Korea (83%).

75%

of South Koreans respondents made their last purchase of clothing or footwear online, one of the highest rates in the world (2014).

77%

of respondents in South Korea click on ads posted on social media by brands they like (2013)

SOURCES:

*The Korean government has announced that from the second half of 2014 onwards, if the date of Seollal, Chuseok, or Children‘s Day falls on Sunday, then the holiday will be extended to Monday. *Constitution Day is not statutory. *A national Korean commemorative day marking the invention and the proclamation of the Korean alphabet.


[111] Consumer Barometer, 2014 [112] eMarketer, November 2014 [113] eMarketer, December 2014 [114] Consumer Barometer, 2014 [115] eMarketer, 2014

[116] Statista, Fall 2014 [117] Consumer Barometer, 2014 [118] CIA, The World Fact Book, July 2014 [119] Consumer Barometer, 2014 [120] Consumer Barometer, 2014

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TARGETING NETHERLANDS EXPORTING OPPORTUNITIES

NETHERLANDS

OVERVIEW Population

Retail Travel Local

16.9


Demographic Profile

million [121]

Bank holiday

Internet Population

Online Purchases

77%

85%

14.3 million [127]

49.5% 50.5%

[130]

female

male

Tech

[124]

SEARCH AND DISPLAY olidays ter H n i W

e ear’s Ev ew Y N 31 as hristm 25 C

5L i b e ra t

M ot he r

W hi tM

As ce

y Da ’s

y da on

n ensio Asc

nday it Mo Wh

No ve

au t

July Summe r Sa le

er temb Sep

st gu

er m

June

4 Anima ls D ay

Octob er

sum

Au

Su m m e

Summ e r H olid ays

School


daily [125]

[128]

85%


74%

6%

[133]

MOBILE Mobile penetration

Mobile sales



7%


2%

used smartphone to make purchase129]

KEY STATS Online purchase breakdown by product 58% 49% 44% 43% 35% 34%

Travel and holiday accommodation Clothes and sports items Tickets for events Books, magazines and newspapers Household goods and appliances Films, music

34% 34% 12% 11% 6%

Online activities with smartphones

Software Electronic equipment Groceries, cosmetics, cleaning products Hardware Financial products and services

ay nD io

ion ns

ay

ing

ale rS

M

3 0 Q u e en’s day

Easte r

k to Bac

r Easte

April

sp r

ys ida l Ho

YouTube reach

133.2%

ch Mar

NL

ale rS

Fe br

wi

n um

W in te

l iva

Janua ry

Ca rn

er nt

Autumn Brea k

Va len ti

ry ua

r be m

ember Dec

14

Winter Sale


40%

y Da ’s ne

cholas t. Ni 5S


[131]

NOTEWORTHY FACTS

50% 47% 40% 26% 25% 23% 22% 18% 12% 3%

Check email Use search engines Visit social networks Look for product information Use online banking Watch online videos Look up maps and directions Listen to music Play games [131] Purchase

[134]

Su m m er

Day ter’s Fah

The Netherlands is among the top nations for mobile device usage, using an average of 3.6 devices each (2014).

The country’s 11.76 million digital buyers made 53.5 million digital purchases in the first quarter of 2014.

51%

of people in the Netherlands use tablets, one of the highest penetration rates in the world (2014).

SOURCES:

*Kings Day – From 2014 onwards the name is to be changed from Queen‘s Day to King‘s Day. The date has also changed from 30 April to 27 April, which is the birthay of Willem-Alexander, the King of the Netherlands.

[121] CIA, The World Fact Book, July 2014 [122] Consumer Barometer, 2014 [123] eMarketer, 2014 [124] CIA, The World Fact Book, July 2014 [125] Consumer Barometer, 2014

[126] Consumer Barometer, 2014 [127] eMarketer, 2014 [128] Statista, Fall 2011 [129] Consumer Barometer, 2014 [130] eMarketer, 2014

[131] Consumer Barometer, 2014 [132] CIA, The World Fact Book, July 2014 [133] Consumer Barometer, 2014 [134] Consumer Barometer, eMarketer

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TARGETING BELGIUM EXPORTING OPPORTUNITIES

BELGIUM

OVERVIEW Population

Retail Travel Local

10.45


Demographic Profile

billion [135]

Bank holiday

49%

male

Internet Population

82%

8.6million [141]

Online Purchase

63%

[144]

51%

female

BIM*

[138]

Tech

SEARCH AND DISPLAY

Pe nt

er m


5%

7%

[148]


2%


Online purchase breakdown by product 69% 67% 37% 35% 23% 17% 12% 2%

Dutch French German (all official)

1

t os ec

ng

Su m

y

y Da ’s

June

La bo

s Day her’ Fat

A s ce ns i

t tecos Pen

t us

active sims [137]

106.4%

60% 40% 1%

y Da

ve

Au t

Octob er

Easte r

er temb Sep

59%

KEY STATS

M ot he r

Au g

July Summe r Br eak

ak re rB

Mobile sales

on

11 Ar m is

Mobile penetration

Languages Spoken

y Da ur

1A ll S ai No

W

er East

Autumn Bre ak

Fe br

April

ool o Sch ck t Ba

[139]

77%

MOBILE

nival Car

n um

W in te

M a

Su m m e

Summ er S ale

le Sa er

daily [138]

Sp ri

Su m m

n io

Janua ry

ch Mar

4 World A nim al D ay

Winter Sale

r te in

y ar M of



Ca r

ry ua

b m

ber cem De

14 Va le nt

e al rS

y Da s’ t n er

reak ter B Win

YouTube reach

l va ni

y Da

1 New Y ear’s Da y

y Da e’s in

e tic


39%

’s Eve Year ew N 31 stmas Chri 25


Flights Hotels Apparel Cinema tickets Large home appliances Car insurance TV sets Groceries

[145]


Check email Use search engines Visit social networks Look for product information Watch online videos Listen to music Look up maps and directions Use online banking Play games [146] Purchase


15 As s um pt

21 Nat iona l Da y

In 2012, Belgium ranked #1 for growth in time spent online amongst European countries. Users spent two hours more online in 2012 than they did the year before.

The issue of free delivery is relatively significant in Benelux, with 45 per cent of those questioned feeling that this is ‘very important’ (2014).

SOURCES: [135] CIA, The World Fact Book, July 2014 [136] Consumer Barometer, 2014 [137] eMarketer, September 2014 [138] CIA, The World Fact Book, July 2014 [139] Consumer Barometer, 2014

*Business Industrial Markets.

x[140] Consumer Barometer, 2014 [141] Statista, 2014 [142] Statista, Fall 2013 [143] Consumer Barometer, 2014 [144] eMarketer, 2014

[145] Consumer Barometer, 2014 [146] Consumer Barometer, 2014 [147] CIA, The World Fact Book, July 2014 [148] Consumer Barometer, 2014 [149] Consumer Barometer & PostNord

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