M-commerce, online advertising, connected housewife … The last 3 studies to discover
Europe: The m-commerce market could weigh 19.2 billion euros by 2017, The habits of connected housewives under the microscope, + 6% annual growth for the global advertising market by 2015 … Focus on three new studies.
Europe: m-commerce could weigh 19.2 billion euros by 2017
3.1. This is the figure in billions of euros that the m-commerce market in France could reach by 2017, according to Forrester forecasts. More generally, according to the indications of this study, m-commerce could weigh, in Europe, 19.2 billion euros within 5 years, against 1.4 billion € in 2011. Among the most dynamic countries in this area, we find the United Kingdom, whose revenues should reach 6.1 billion euros over the period studied. Also ahead of France, Germany should post a turnover of € 4.1 billion in this area.
According to this survey of 14,000 European consumers, income from m-commerce should therefore represent within 5 years, 6.8% of the total volume of sales made online, compared to 1% in 2011.
In terms of the population concerned, according to the firm’s calculations, the number of m-commerce enthusiasts should increase from 7.6M people in 2011 to 79M in 2017.
The habits of connected housewives under the microscope
As part of its Media in Life study, Médiamétrie looked into the behavior and uses of “Digital housewife”. Defined as a woman under 50 and responsible for household purchases, she connects to the Internet at least once a week. According to Médiamétrie, a large part of these connected women even go online every day: more than 78% against 65% for the “classic” housewife and 56% for the entire population.
In addition, more frequently than the general population, digital housewives engage in media and multimedia activities when traveling or at their workplace. They also devote more time to it during the week than during the weekend.
According to the institute, this segment of the population uses the internet in particular to prepare or make a purchase. Mobile and fixed telephony as well as watching videos would also occupy more space in their daily life than in that of traditional housewives.
The study finally notes that between 10:15 p.m. and 10:30 p.m., “more than 57% of connected women are in contact with both television and the Internet”.
+ 6% annual growth for the global advertising market by 2015
“Advertising agencies facing the digital challenge”. This is the title of the new study carried out by Xerfi Global. According to the firm, the rise of digital advertising and the dynamism of emerging advertising markets are expected to be the two main drivers of the global advertising market.
Taking into account the evolution of the sector, the firm has therefore identified two strategies deployed by traditional advertising groups: an increase in mergers and acquisitions with local agencies to establish themselves in emerging markets as well as a horizontal integration strategy. to diversify their activities and thus reduce competitive pressure at best.
On the strength of this decryption, the institute remains optimistic and forecasts annual growth for the global and global advertising market of 6% by 2015. Investments made online should be supported by the postponement of advertising spending for traditional media to online platforms. Xerfi also predicts that, “to counter the domination of Internet giants and position themselves in promising segments, such as mobile advertising or digital outdoor advertising, traditional advertising groups will intensify targeted acquisitions and strategic partnerships. “.