Export Business Map - Google

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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