The last 3 studies to discover
[France] But who are the new offline ones?
Did Havas want to create the buzz? The communication group has just published a study called “France of the disconnected”. The results of this first edition, with a provocative title, actually highlight a fact that receives little media attention: the digital divide between the French.
The study thus indicates that 25% of French households do not have access to the internet, a figure which climbs to 57% for households with incomes below € 1,500. Beyond this observation, the long study of 97 slides, highlights another trend: that “Chosen disconnects”.
Thus, 65.2% of respondents say they want to disconnect from new technologies while 59.7% actually do so intermittently. Among the reasons given, 74.8% of respondents indicated that they found themselves too often solicited by messages or advertising. 59.3% disconnect because they want to spare some peace for themselves while 52.5% believe that new technologies cut them off from real life, from their relationships with their family and friends.
In terms of social networks, 62.9% of respondents believe that they can become a real drug while 39.5% consider the inaccessibility of the Internet as a real lack.
Based on these results, Havas Media has identified 4 categories of disconnected populations:
- The Minitélites, which represent more than 2M individuals. This group includes women aged 50 and over from the lower middle class.
- The outcasts. These include 35-59 year olds, with children under 15 and whose net monthly income is less than € 1900.
- The Freaked Out, which represent more than 3.6M individuals. In particular, this group identifies working people aged between 35 and 59 or young retirees, wary of information conveyed by the web.
- And finally The disconnected 2.0, or 1.7M people. This category refers this time to executives aged 25 to 49 and belonging to the wealthy classes. These latter are characterized by their nonconformism and the fact of voluntarily enjoying cutting oneself off from technology.
For each of these targets, Havas offers different levers in order to reconnect them. Either through simpler devices or more attractive offers or by providing protections in terms of privacy. Or finally, by raising awareness.
The study was carried out by Metrix Lab for Havas Media in September 2012. It is based on the responses of 412 interviewees aged 18 and over.
Smartphone cases: a market worth 133 million euros
Accessories for smartphones are on the rise. This is what a new study by GfK, relayed by The echoes. Directly linked to booming smartphone sales, the mobile accessories market is expected to jump 8% this year.
Among the most popular items, the laptop case, available in all materials and colors, comes first. Beyond the simple gadget, smartphone cases represent a real financial windfall. The firm thus estimates that sales could reach 133M € in 2012. “A figure which represents 40% of the accessories market in value and 55% in volume. “
Quoted in the business daily, Gregory Coillot, purchasing manager at The Phone House, explains how “ the protection market is identifying itself more and more with the fashion market ”.
Attracted by this trendy dimension, the French pay an average of 17 € for a case. The firm indicates, however, that prices can go up to 50 euros, and that the share of cases over 20 € now represent 20% of sales, against 15% the previous year.
Generally speaking, the price of accessories has increased by 16% in one year.
[E-commerce] Delivery: still a source of dissatisfaction for Internet users
The Ifop institute has just published a study, carried out for Relais Colis, on Internet users’ expectations regarding delivery to local points. The survey indicates that 98% of French people questioned attach as much importance to the price and choice of the product as to delivery. Collecting packages from a relay point merchant is also used by 50% of online buyers.
The study shows in particular how close Internet users are to costs and delivery times (97% and 95%). The price is also a large source of dissatisfaction. In fact, four in ten interviewed say they are dissatisfied (41%, of which 8% are not satisfied at all).
The study was carried out with a sample of 1005 people, representative of the French population.