However, a significant number of small and medium-sized businesses (KMO-PME) have not yet taken advantage of this ... be
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Export Business Map For entrepreneurs from Belgium and Luxembourg Enter new markets successfully by making the most out of the Web
Preface The Web has become an important part of the daily lives of many people around the world. By the end of this decade we estimate that over 5 billion people will be online globally, using many different devices and screens to access the Internet. Today, there are already more than 2.7 billion customers who are just a single click away from your business. Businesses across the globe are growing rapidly because of the Internet. In Belgium and Luxembourg, e-commerce grew 26% in 2013 compared to 2012. For businesses looking for new growth opportunities, being online and present outside of their domestic market is a key strategy. However, a significant number of small and medium-sized businesses (KMO-PME) have not yet taken advantage of this opportunity. For businesses operating in smaller markets in particular, export can be the biggest opportunity to grow and that’s exactly where online marketing can help. The Internet has removed many traditional barriers to international trade and allows the world to be your market. This publication gives you an overview of the 12 most important export markets for Belgium and Luxembourg. It also provides you with specific market insights such as: size of the overall and online population, search behaviour, use of mobile devices and social media. Other useful information such as public holidays and important local dates are also incorporated in this publication. We hope these insights will help you discover your export opportunities. The Internet has brought many customers across the globe within your reach. Visit google.com/ads/global and discover our online tools to help make the Web work for your business.
Thierry Geerts Country Director Google Belgium
SOURCES: Be-Commerce, 2014 TagRank
SEASONALIty cALENdAr
GErMANy StAtIStIcS
Germany
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Power of Recommendations
of Internet users [10]
hours online per Internet user per day [11]
81.8 million [1]
49%
male
Local
80%
51%
female
BIM
[2]
Tech
SEArch ANd dISPLAy
s oliday ter H Win
Automobile
Web Searches
s Eve Year’ New 31
Co rp us
ti ris Ch
M ot he
Christi pus Cor
Summe r Ho lida ys
ve
1A ll S ai No
er temb Sep
Autum n Br eak
Oktobe rfes t
t us
Summe r Sa le
l Schoo
Octob er
July
3 Day of G erm an U nit y
Au t
t tecos Pen
rfest tobe Ok
er m
June
Au g
le Sa er
Su m
y
k to Bac
1.3
As ce
n io ns
t os ec
ng
Su m m
s ay id ol H
Pe nt
Su m m er
* m co
56%
M a
86%
32%
41%
of smartphone users are active on social media on a daily basis [9]
13%
of Internet users purchased online after a recommendation on social media [12]
MOrE FActS
dr 1 M a
Ga m es
y Da *bauma – Engineering Vehicles and Tools Fair, Munich *Buchmesse – International Book Fair, Frankfurt *CeBIT – International Computer Expo, Hanover *drupa – Print Media Fair, Düsseldorf *Gamescom – Interactive Games and Entertainment Fair, Cologne *IAA – International Motor Show, Hanover *IFA – Consumer Electronics and Home Appliances Trade Show, Berlin
40%
SOcIAL
baum a*
Easte r
April Sp ri
IFA*
er East
ch Mar
DE
IT* CeB
IAA*
82%
y
W
r te in
IAA*
Fe br
of Internet users [6]
3.3
MOBILE
a* up
n um
W in te
y Da e’s tin
Janua ry
Va le n
45%
al iv
Winter Sale
Ca rn
ry ua
r be m
ber cem De
14
e al rS
y Da s’ nt
las Day icho t. N 6S
1 New Y ear’s Da y
of purchasers did research online before purchasing [5]
y Da r’s
Markets mas rist h C
Reach of Google Display Network
60%
as hristm 26 C 24 –
Buchm esse *
82%
71% consider price the most important factor [13]
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
67%
consider high shipping costs as an obstacle for an online purchase [13]
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] OurMobilePlanet, 2013
[10] eMarketer, May 2014 [11] eMarketer, February 2014 [12] eMarketer, August 2013 [13] eMarketer, October 2011
59% of online shoppers
find an easy, quick, and intuitive checkout important [13]
SEASONALIty cALENdAr
FrANcE StAtIStIcS
france
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Power of Recommendations
of Internet users [10]
hours online per Internet user per day [11]
63.7 million [1]
49%
male
Local
77%
70%
51%
female
Tech
[2]
SEArch ANd dISPLAy Web Searches
Winte r Sa le s Eve Year’ New 1 3
La bo
8V ict or y
1
As ce n
on si
y Da
y* Da
ay it Mond – Wh
Sale mer Sum
ve
1A ll S ai No
t us
er temb Sep
on as Se
W ed di ng
eak School Su m mer Br m er B Sum rea ool k Sch
t cos nte Pe
11 Ar m is
Octob er
eason Wedding S ng S eas ddi on We
31 Hallo wee n
Au t
July
ason ng Se ddi We
er m
June
Au g
k ea Br er m
97%
26%
1.7
42%
of smartphone users are active on social media on a daily basis [9]
7%
of Internet users purchased online after a recommendation on social media [12]
29
E
e op ur
on as Se
Fashion Wee kP ari s
42%
in
y Da ur
Su m
y
Sc h oo lS um 15
n io
M ot he
y Da r’s
ng
ris eek Pa nW hio s a F
W ed di ng
52%
M a
As s um pt
Summ er S ale
14 Fête Nati onale F r anç ais e*
ay er’s D Fath
MOrE FActS
3rd
56% when purchasing online of respondents are influenced by their trust in the retailer 37% when buying online of respondents are influenced by trusting the retailer when 37% buying online of respondents are influenced by discounts or sales
market in Europe in terms of B2c e-commerce sales [13]
de ête 21 F
sique* la Mu *Armistice Day – Celebration of the cessation of World War I hostilities on the Western Front. *Fête de la Musique – Music festival also known as World Music Day. *Fête Nationale Française – Bastille Day – Celebration of French culture. *Victory in Europe Day – Holiday to celebrate the end of World War II.
78%
SOcIAL
Sp ri
y ar M f o
Easte r
April
l Schoo
nival Car
ch Mar
FR
er East
r te in
k to Bac
W
of Internet users [6]
3.2
MOBILE aris eek P nW hio Fas
n um
Fe br
ris Pa
Janua ry
Ca r
ry ua
r be m
ber cem De
14 Va len t
W
61%
k ee
er Break 1 New Year Wint ’s D ool ay Sch
y Da e’s in
y Da s’ nt
Fa sh io n
6 Epip han y
of purchasers did research online before purchasing [5]
W in te r
l va ni
e tic
y* Da
59%
School W inter Bre ak
le Sa
stmas Chri 25
Reach of Google Display Network
[13]
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] OurMobilePlanet, 2013
[10] eMarketer, May 2014 [11] eMarketer, February 2014 [12] eMarketer, 2013 [13] eMarketer, June 2013
SEASONALIty cALENdAr
NEthErLANdS StAtIStIcS
netherlands
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
16.8 million [1]
50%
male
Local
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
93%
50%
74.6%
female
Tech
[2]
SEArch ANd dISPLAy Web Searches
reak ter B Win
60%
’s Eve Year New 1 3
Fe br
er m
June
y ion Da ens Asc
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Social Network Users
of Internet users [10]
hours online per Internet user per day [11]
52%
1.3
5
onday ay/M und it S Wh
t us
of population [8]
Lib er a
y Da
Su m
y
y Da
er temb Sep
Smartphone Purchasing
M ot he
y da on /M ay
ng
Au g
July Summe r Sa le
le Sa er
Mobile Internet
76%
W h i tS un d
on
o ck t Ba
Smartphone Penetration
91%
18%
SOcIAL
As ce ns i
M a
Su m m
ak re B r
27 King ’s Da y*
Easte r
Sp ri
S u m m e
Summe r Br eak
s Day her’ Fat *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.
Mobile Penetration
of Internet users [6]
MOBILE
er East
April
NL
68%
of Internet users [7]
82%
ch Mar
Octob er
Au t
W
y Da r’s
No ve
n um
W in te
e al rS
School
Janua ry
r te in
Autum n Br eak 4 Wor Anima ld l Da y
Ca r
y Da e’s in
Winter Sale
Va le nt
ry ua
r be m
ber cem De
14
l va ni
las Day icho t. N 5S
1 New Y ear’s Da y
YouTube Reach
>90%
of purchasers did research online before purchasing [5]
n tio
as hristm 26 C 25–
Reach of Google Display Network
55%
of smartphone users are active on social media on a daily basis [9]
No. 1 in Europe [9]
MOrE FActS
2nd in Europe with an average of 269.5 online videos watched per viewer per month
SOURCES: [1] IMF, 2013 [2] CBS, 2013 [3] CCB, 2013 [4] eMarketer, January 2014
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] eMarketer, June 2014
[9] OurMobilePlanet, 2013 [10] eMarketer, May 2014 [11] eMarketer, February 2014 [12] comScore, August 2013
[12]
SEASONALIty cALENdAr
United KinGdom
uNItEd KINGdOM StAtIStIcS OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Brands
of Internet users [10]
hours online per Internet user per day [10]
63.8 million [1]
50%
male
Local
84%
50%
85%
female
Tech
[2]
SEArch ANd dISPLAy
64%
Break inter ol W o h Sc
of purchasers did research online before purchasing [5]
y ing Da Box 26
Sp rin g
He r
No ve
1A ll S ai
31 Hall owe en
Octob er
ay lid Ho
July
ason Wedding S ng Se eas ddi on We s Day her’ Fat
g
t us
er
June
Au g
W ed di n
Summ er B rea k
School
62%
1.6
Ba n
k
Zo m
y
on as Se
o ck t Ba
er temb Sep
Ea rly
ay M
e nt
on as Se
W ed di ng
ak re B r
Easte r
April
er East
ch Mar
Day her’s Mot
80%
66%
M a
S u m m e
nk
of Internet users [6]
91%
39%
53%
of smartphone users are active on social media on a daily basis [9]
19%
of Internet users follow brands on social media [11]
MOrE FActS
Su m m er Ba
77%
consider price the most important aspect of buying online [11]
*London Fashion Week – Apparel trade show held in London twice a year. Considered one of the “Big Four” fashion weeks worldwide.
4.8
SOcIAL
Le
on* k Lond Wee ion h s Fa
Fe br
64%
MOBILE
y ick’s Da Patr St. 17
W i
t fs
Fa sh io n
er nt
ay lid Ho
Janua ry
ry ua
r be m
ber cem De
14 Va le nt
k* ee W
y Da s’ nt
1 New Y ear’ sD ay
y Da e’s in
istmas Chr 25
Reach of Google Display Network
Web Searches
Eve ear ’s ew Y N 1 3
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
58% consider easy website No. 1 in Europe with an navigation an important factor when making a purchase online [11]
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] OurMobilePlanet, 2013
[10] eMarketer, February 2014 [11] eMarketer, 2013 [12] comScore, August 2013
average of 323.6 online videos watched per viewer per month [12]
SEASONALIty cALENdAr
United states of america
uNItEd StAtES OF AMErIcA StAtIStIcS OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>95%
of Internet users [7]
of time spent online [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Profile
Social Media on Smartphone
Engagement
316.5 million [1]
49%
male
Local
85%
73%
51%
female
Tech
[2]
5C in co
Au t
No ve
Ho lid ay
o* ay M
eason Wedding S ng S eas ddi on We
Break mer Sum s Day her’ Fat
t us
er m
Octob er
er temb Sep
56%
52%
of social media users are 35–64 years old [11]
M em
ay lD ia or
1A ll S ai
10%
92%
46%
53%
of smartphone users are active on social media on a daily basis [9]
72%
of businesses use social media [6]
MOrE FActS Key languages:
W ed di ng
Su m m e
Summe r Br eak 4 Indep e n d enc eD ay
82% English 10% Spanish
[12]
*Black Friday – The day after Thanksgiving is usually a popular shopping day. *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.
84%
of Internet users [6]
26
de
y Da r’s
July
Au g
on as Se
68%
of Internet users [10]
M ot he
June
o ck t Ba
Easte r
Social Media Users W ed di ng
ak re rB
of purchasers did research online before purchasing [5]
Reach of Google Display Network
SOcIAL
M a
on as Se
Th an ks
48%
78%
Sp ri
Su m
F
Web Searches
MOBILE
er East
ras* rdi G Ma
13 Colum bus Da y
W
April
School
Fe br
ch Mar
31 Hal lowe en
n um
M ar di
r te in
ek NY n We hio Fas
Janua ry
* as Gr
r be m
ber cem De
ar Ye
on as Se
Ch in es e
Holiday Sea son
ry ua
ay our D Lab
son y Sea lida Ho
14 Va le nt i
ew N
y Da s’ nt
Chinese New Yea r
y
Cy be r
h nuka Cha
y Da ’s ne
* ng vi gi
Su pe r
l w Bo
y da on M
Fa sh io n
1 New Y ear’s Day
Pr es id e
NY
Bl ac k
mas hrist 25 C
Luth er K ing Da y
ng
ay rid
20 Martin
k ee W
11
s Eve Year’ New 31
ay sD n a
y Da ’s nt
Ve te r
SEArch ANd dISPLAy
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
56%
of Internet users state that product deals and discounts are the leading influence on digital purchasing decisions [13]
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, 2013 [8] comScore, December 2012 [9] OurMobilePlanet, 2013
[10] eMarketer, February 2014 [11] eMarketer, April 2014 [12] CIA: The World Factbook, July 2013 [13] eMarketer, June 2013
The ability to compare prices is the most important reason for Internet users to shop online rather than in-store [13]
SEASONALIty cALENdAr
ItALy StAtIStIcS
italy
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Power of Recommendations
of Internet users [10]
hours online per Internet user per day [11]
61
million [1]
48%
male
Local
32%
52%
female
Tech
[2]
SEArch ANd dISPLAy
Eve ear’s ew Y N 31
Day hen’s Step St. 6 2
1L ab o y Da ’s
ve
1A ll S ai No
Au t
July
eason Wedding Se ng S aso ddi n We
Break mer Sum ay blic D epu 2R
er temb Sep
t us W ed di n
Summ er B rea k Summ er S ale
School
Octob er
ason Fashion Wee ng Se kM ilan ddi * We
er m
June
Au g
g
on as Se
on as Se
Su m
y
k to Bac
81%
of Internet users [6]
41%
61%
2.0
90%
30%
55%
of smartphone users are active on social media on a daily basis [9]
23%
of Internet users purchased online after a recommendation on social media [12]
MOrE FActS
66%
Su m m
Su m m 15
Fe rr
consider price the most important aspect of buying online [13]
*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.
2.4
SOcIAL
M ot he r
y Da ur
ng
k ea Br r e
W ed di ng
M a
le Sa er
25 Liber ation Day
Easte r
April Sp ri
Sale mer Sum
Day er’s Fath
ival Carn
er East
ch Mar
IT
ale ter S Win
W
ilan* eek M nW hio Fas
Fe br
67%
MOBILE
y Da e’s in
n um
14 Va le nt
W
Reach of Google Display Network
n* ila M
Janua ry
Ca rn W in te
of purchasers did research online before purchasing [5]
e al rS
1 New Y ear’ sD ay
56%
k ee
Winte r Sa le
r te in
* to os g a
Fa sh io n
ry ua
b m
ber cem De
Winte r Bre ak
al iv
s istma Chr 25 ulate mac 8 Imnception Co
y Da s’ nt er
Web Searches
6 Epip han y
reak ter B Win
n* k Mila Wee ion h s Fa
71%
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] OurMobilePlanet, 2013
35%
consider ease and speed important aspects of the online checkout process [13]
[10] eMarketer, May 2014 [11] eMarketer, February 2014 [12] eMarketer, 2013 [13] comScore, 2013
SEASONALIty cALENdAr
SPAIN StAtIStIcS
spain
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Power of Recommendations
of Internet users [10]
hours online per Internet user per day [11]
46.1 million [1]
49%
male
Local
76%
43%
51%
female
Tech
[2]
SEArch ANd dISPLAy ’s Eve Year New 1 3 mas hrist 25 C nception te Co cula ma m 8I
Web Searches
6 Epip han y
56%
Winte r Sa le
of purchasers did research online before purchasing [5]
Winter Holi day s
y Da r’s
ve
Octob er
er temb Sep
School
t us
of Internet users [6]
85%
55%
3.2
93%
25%
SOcIAL
56%
1.5
st teco Pen
12 Natio nal Da y
Au t
Juan San
o ck t Ba
er m
June
Au g
July
6–14 Pam plon a* Summe r Ho lida y
a* tin
Su m
y
ay id ol H
1L ab o
To m a
Su m m er 15
n io
M ot he y Da ur
ng
y Holida mer Sum
Good Frid ay
Easte r
April
M a
y ar M f o
ia* alenc as V Fall
ay* ph’s D Jose St. 19
ch Mar Sp ri
As s um pt
Summ er S ale *St. Joseph’s Day – Also Father’s Day *Fallas Valencia – Traditional Festival *Pamplona – Running of the Bulls in honour of San Fermin *Tomatina – Tomato Festival in Buñol, Valencia
er East
r te in
ES
day d Fri Goo
W
l va ni
n um
59%
MOBILE
y Da e’s in
Fe br
r be m
Ca r
ry ua
1A ll S ai No
ion Day 1 New Year titut ’s D ons ay 6C 14 y r J a e Va n a b u m ary D le ece s’ nt D t n
Reach of Google Display Network
27%
58%
of smartphone users are active on social media on a daily basis [9]
MOrE FActS
74% Castilian Spanish (official), 17% Catalan, 7% Galician and 2% Basque
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] OurMobilePlanet, 2013
[10] eMarketer, May 2014 [11] eMarketer, February 2014 [12] eMarketer, 2013 [13] CIA: The World Factbook, July 2013
[12]
of Internet users purchased online after a recommendation on social media [12]
SEASONALIty cALENdAr
INdIA StAtIStIcS
india
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
1.27 billion [1]
52%
male
Local
Internet Penetration
Online Purchase
of population [2]
of Internet users [2]
13%
23%
48%
female
Tech
[1]
SEArch ANd dISPLAy Web Searches
20%
k to Bac
No ve
Ba li P
Di w
Octob er er temb Sep
Monso on*
* tr Fi
t us
n* nsoo Mo
Diwa li
Au t
l Schoo
Mons oon *
Id u’ l
M on s 15
Bali Pa dyam i
of Internet users [5]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [6]
of mobile phone users [6]
of mobile phone users have a mobile Internet connection [6]
of users made a purchase with their smartphone [7]
Social Media Users
Social Media Users
Google+ Active Users
of Internet users [8]
globally with 114.8 million [8]
of Internet users [9]
of Internet users [4]
43%
14%
23%
39%
SOcIAL
59%
No. 2
36%
n* nsoo Mo
Idu’l F itr*
Forum etail ia R d n I
er m
eak er Br mm Su
July
n* oo
June
Au g
y Da
ak re rB
i/ aturth h Ch th* nes a Chatur a k G aya n i V
Su m
y
ri Id* Bak
ng
e nc de
M ay
In d ep en
Kr ish na
i* am ht s a m
1
Ja n
i/ th i* ur rth t ha atu h
S u m m e
M a
Gudi P adv a*
Good Frid ay
Summe r Br eak
April
Sp ri
G Vi ane na s y ak h C a C
*Lakme Fashion Week – Premier fashion event in India. *Gudi Padva – Hindu new year *Idu’l Fitr – Feast of breaking the fast *Krishna Janmashtam – Commemoration of the birth of Krishna *Ganesh Chaturthi – Birthday of Lord Ganesha, the god of wisdom *Bakri Id – Festival of the sacrifice *Dusshera – Victory of truth over evil *Monsoon – Rainy season
Holi
ch Mar
IN
52%
MOBILE
va* i Pad Gud
W
N
e Lakm eek* W hion Fas
n um
Fe br
M ar d
r te in
2 Mahatm a Gan dhi’ s Bi rth da y Bakri Id*
Janua ry
ar Ye
r be m
ber cem De
y Da
25
Ch in es e
s* ra iG
i m ya ad
1 New Y ear’ sD ay
ew
i al
as Day istm Chr
YouTube Reach
>90%
of purchasers did research online before purchasing [3]
ry ua
Duss hera *
14 Makar aS Milad-u amkra n-N abi nti
Reach of Google Display Network
MOrE FActS
30% of smartphone users research products
via their smartphone before making a purchase [10]
SOURCES: [1] IndiaOnlinePages, 2014 [2] eMarketer, 2013 [3] eMarketer, June 2013 [4] comScore, December 2012 [5] Google Global Business Map, 2012 [6] eMarketer, December 2013
[7] eMarketer, May 2013 [8] eMarketer, November 2013 [9] GlobalWebIndex, February 2014 [10] Yahoo! and Mindshare, December 2013 [11] Jana survey. May 2014
27%
of India’s Twitter users follow a company or brand [11]
SEASONALIty cALENdAr
chINA StAtIStIcS
china
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
Google Display Network
Time on Google Sites
of Internet users [6]
billion impressions per day [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [9]
of population [10]
of smartphone owners are online on a daily basis [10]
of users made a purchase with their smartphone [10]
Network Ranking
Social Media on Smartphone
Power of Recommendations
1.36 billion [1]
51%
male
Local
49%
49%
49%
female
BIM
[2]
Tech
SEArch ANd dISPLAy
Finance
Search Traffic
30 Sprin g Fes tiva l Ev e
Google is the
3rd
Annua l Bon us
56%
Tencent QZone (526M users) Tencent Weibo (310M users) Sina Weibo (250M users) [12]
of Internet users [11] 4
Yo u 1– 3
La b
ay rD ou
th
y Da
l* iva st Fe at
arch s Se Job
July
Au t
No ve
er temb Sep
er m
June
1 Nation al D ay
Octob er
Su m
y
t us
Social Media Users
Bo
h rc ea
ng
Au g
al* iv st
Qingm i n g Fest iva l*
School
47%
93%
69%
SOcIAL
Dr ag on
Jo bs S
M a
Qi xi Fe
estival* oat F nB ago Dr
Day ren’s hild 1C *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. Girls traditionally demonstrate their domestic arts and make wishes for a good husband. *Mid-Autumn Festival – Falls on the 15th day of the eighth lunar month of the Chinese calendar. It is a time for family reunion.
Jobs Se arch
April
o ck t Ba
ch Mar Sp ri
estival* mn F utu d-A i M
77%
n’s Day ome 8W
r te in
CN
y Da e’s in
W
3.1
MOBILE
ar Ye
n um
ew N
Fe br
ry ua
r be m
ber cem De
14 Va Chinese N le ew Y nt ear Ch Janua ine ry se
6
>90%
largest search engine in China [5]
1 New Y ear’s Da y
istmas Chr 25
Reach of Google Display Network
50%
of smartphone users are active on social media on a daily basis [10]
44%
of Internet users purchased online after a recommendation on social media [13]
MOrE FActS there are two chinese language types: Simplified Chinese (Mandarin) used on mainland China and traditional Chinese used in Hong Kong and Taiwan
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, March 2014
Most chinese festivals are based on the Chinese lunar calendar, which means the dates on the Gregorian calendar, will change year by year
[5] CNNIC 2011, Search Engine Report [6] Google Global Business Map, 2012 [7] comScore, June 2011 [8] comScore, 2013 [9] eMarketer, December 2013
[10] OurMobilePlanet, 2013 [11] eMarketer, November 2013 [12] eMarketer, February 2012 [13] eMarketer, August 2013
you need to make sure your website is accessible in China. You can find many tools online to check the accessability of your website behind China’s national firewall
SEASONALIty cALENdAr
POLANd StAtIStIcS
poland
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [9]
of population [10]
of smartphone owners are online on a daily basis [10]
of users made a purchase with their smartphone [10]
Time on Social Media
Social Media on Smartphone
Network Ranking
38.5 million [1]
48%
male
Local Tech
Eve ear’s ew Y N 31
of purchasers did research online before purchasing [5]
6 Epip han y
Au t
Octob er
er East
ch Mar
1L ab o
of Internet users [4]
er m
Su m
y
on as Se
June
t us
1.6
hours online per Internet user per day [11]
26
3C o ns tit
M ot h
C o rp us
y Da
g
ng
Au g
July
ason Wedding S ng Se eas ddi on We Sale mer Sum
nday it Su Wh r’s Day athe 23 F
ti Chris pus Cor
g
68%
W ed di n
on as Se
Easte r
April
er temb Sep
ason ng Se ddi We
35%
82%
28%
SOcIAL Social Media Users
M a
W ed di n
Summ er S ale
Summ er B rea k
n io
35%
ti ris Ch
No ve
W
y Da 's er
Ch ris tm a
n um
n io ut
1A ll S ai
eb r
y Da e’s in
r be m
Sp ri
y ar M of
of Internet users [6]
4.3
MOBILE
r te in
School
69%
W i
nt er arkets 1 New Yea as M r’s D Sc stm i a r h y Ch 14 s t Janua Va ke mber e r l c y ar e nt De sM F
y Da s’ t n
ry ua
k to Bac
female
Reach of Google Display Network
69%
Winte r Sal e
ak re lB oo
11
las Day icho t. N 6S
Web Searches
Winte r Bre ak
y Da ur
In de pe n
s oliday ter H Win
15 A s su m pt
k ea Br
52%
SEArch ANd dISPLAy
stmas Chri 25
y Da
49%
[2]
g Day oxin 26 B
e nc de
78%
37%
of smartphone users are active on social media on a daily basis [10]
46% Nasza Klasa 40% YouTube 13% Facebook [12]
MOrE FActS
95%
Make sure the content on your Polish site is as robust as on your English site.
prefer websites in Polish
47%
never browse or buy from a foreign-language website [13]
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, December 2013
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] comScore, 2012 [9] eMarketer, 2013
[10] OurMobilePlanet, 2013 [11] eMarketer, February 2014 [12] eMarketer, March 2013 [13] EuroBarometer, 2011
Take advantage of the low competition in this new market by focusing on broad keywords to generate traffic at low CPCs
Su m m er
SEASONALIty cALENdAr
ruSSIA StAtIStIcS
rUssia
OVErVIEW Demographic Profile
Population
Retail
Dates change each year
Travel
Bank holiday
141.4 million [1]
46%
male
Local
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
58%
40%
54%
female
Tech
[2]
SEArch ANd dISPLAy Web Searches
70%
Winte r Sa le Holi day s*
Vi ct
H
w co os M
) (IT
4U ni
Au t
No ve
Octob er
y Da ur
er m
June
eak er Br mm Su
July Summe r Br eak
t us
Mobile Internet
Smartphone Purchasing
of population [8]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Time on Social Media
Social Media on Smartphone
Power of Recommendations
of Internet users [10]
hours online per Internet user per day [4]
78%
36%
86%
1.7
Co m m
s ay id ol
Su m
y
er temb Sep
Smartphone Penetration
Ex po
M ay
y Da
ng
Au g
Shoes/L eath er F air
Mobile Penetration
78%
9
S u m m e
y sia Da Rus 12
son g Sea ddin We
Parties tion dua Gra *New Year Holidays – In addition to New Year’s Day on 1 January, 2–5 January are public holidays too. *Men’s Day – Defender of Fatherland day. A day that celebrates manhood and the armed forces of Russia. *Maslenitsa – Folk holiday
of Internet users [7]
of Internet users [6]
39%
SOcIAL
1L ab o
M a
ak re rB
Sp ri
ason Wedding S ng Se eas ddi on We
Real Est ate Fai r
April
School
ch Mar
RU
itsa* slen Ma
W
85%
MOBILE air avel F T Tr MT
Fe br
n’s Day ome 8W
n um
14 Va le nt
r te in
k to Bac
Janua ry
ry ua
r be m
ber cem De
y Da e’s in
ty
y Da
23 M en y* Da ’s
Eve 7 Orthod ox X Year’s ma New s 31
YouTube Reach
>80%
of purchasers did research online before purchasing [5]
y or
New Yea r
Reach of Google Display Network
52%
of smartphone users are active on social media on a daily basis [9]
35%
of Internet users purchased online after a recommendation on social media [11]
MOrE FActS russian is the most spoken language worldwide you can also target: Ukraine, Belarus, Kazakhstan, Kyrgyzstan, Tajikistan, Moldova, Latvia, the USA and Germany
5th
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] eMarketer, March 2014
Only 5%
of the population speaks English
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, Nielsen, 2013 [8] eMarketer, December 2013
[9] OurMobilePlanet, 2013 [10] eMarketer, November 2013 [11] eMarketer, August 2013
cyrillic is the Russian alphabet. Brand names can use both: Cyrillic and Latin
SEASONALIty cALENdAr
SWItzErLANd StAtIStIcS
switzerland
OVErVIEW Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
8.1
million [1]
49%
male
Local World E cono mic For um
Eve ear’s ew Y N 1 3
ay en’s D teph 26 S
A s ce ns
y
y Da
1A ll S ai No
ve
Au t
Octob er
Autumn Bre ak
er temb Sep
eason ng S ddi We t tecos Pen
ay er’s D Fath e Minut Last vel Tra
t us
er m
Christi pus Cor
July
le Sa er
Smartphone Purchasing
of population [8]
of population [9]
of smartphone owners are online on a daily basis [9]
of users made a purchase with their smartphone [9]
Social Media Users
Social Shopping
Social Media on Smartphone
of Internet users [10]
of Internet users shop via social media platforms [11]
88%
54%
92%
13%
36%
43%
of smartphone users are online on a daily basis
Switzerland has four official languages: German, French, Italian and Romansh [12]
Switzerland has a GDP per capita of $79,033, which is the 3rd highest within Europe [13]
Only 18% of Internet
users are comfortable buying products from unfamiliar websites [14]
asel Art B
r Start este Sem
Mobile Internet
MOrE FActS
M a
y Da
June
Au g
Su m m
Summe r Sa le
on as Se
Smartphone Penetration
1
n io
y Da r’s
Su m
y
W ed di ng
Weddin g Se aso n
Summ er B rea k
Trav e l L a st M inu te
ak re B r
Mobile Penetration
M ot he
S u m m e
e ut in M st
hours per visitor per month [7]
Pe nt e
Tr a ve lL a
ay id ol lH
W ed di ng
Co rp us
ng
Option to ch an health insur ge anc e Option to ch an car ins uran ge ce
of Internet users [6]
72%
M a
ange to ch ce n tion Op h insura lt a e h ange to ch tion urance Op s n i car
3.0
SOcIAL
Easte r
Baselw orld
Travel Pea k
April Sp ri
1N a tio na
ol ho Sc
ch Mar
eak vel P Tra
r te in
CH
er East
W
Time on Google Sites
MOBILE nival Car
Fe br
rld elwo Bas
n um
Tr av e
eneva lon G o Sa Aut
Janua ry
y Da e’s in
Se m es t
ry ua
b m
ber cem De
14 Va le nt
Travel Pea k
female
>75%
of purchasers did research online before purchasing [5]
W in te
k ea lP
y Da s’ nt er
Weddi ng F air
of Internet users [4]
57%
51%
Reach of Google Display Network
60%
1 New Y ear’s Day
t ar St er
las Day icho t. N 6S
Web Searches
Ski Wo rld C up
e al rS
reak ter B Win
of population [3]
87%
SEArch ANd dISPLAy
st co
mas hrist 25 C
Online Purchase
[2]
Winte r Sal e
r Cup ngle Spe
on as Se
Automobile
ti ris Ch
Tech
Internet Penetration
SOURCES: [1] IMF, 2013 [2] CIA, 2013 [3] CCB, 2013 [4] New Media Watch, 2013
[5] Consumerbarometer, 2013 [6] Google Global Business Map, 2012 [7] comScore, 2012 [8] eMarketer, May 2012 [9] OurMobilePlanet, 2013
[10] SocialMediaSwitzerland, 2013 [11] eMarketer/PWC, 2013 [12] CIA: The World Factbook, July 2013 [13] International Monetary Fund, 2013 [14] Consumer Commerce Barometer, 2011
Ba ck
to