In Europe 75% of the adult population
are regular Internet users. Some countries, among them France, are
however lagging behind in terms of the number and type of devices used.
A recent
report by
Forrester Research,
entitled The State of Consumers And Technology: Benchmark 2012, Europe,
looks at the different levels of technology adoption among European
consumers in five EU core countries: France, Germany, Italy, Spain and
the UK, and examines the resulting behaviour of these consumers. While
consumers in these countries certainly seem to be more ‘connected’ than
ever, there are still disparities between countries in terms of
“Internet adoption, technology usage, and sophistication”, notes
Forrester. France appears to be lagging behind in relation to the other
European countries in the study, particularly in comparison with the
United Kingdom, which is the leading country in terms of equipment
ownership, online shopping and consumption of online media.
‘Online adults in France are behind the curve in their adoption of consumer technology and devices.’…
Each of the countries examined has now integrated information and
communication technology into the everyday lives of its consumers, and
many Europeans now own several different types of connected devices.
More than half of European online adults own two or more connected
devices – the figure rising to 60% in Spain – and 22% have three or
more. However, connected adults in France are behind the curve in their
adoption of consumer technology and purchase of equipment. Half of
French consumers own fewer than two connected devices, a percentage
which is below the European average for consumer take-up of ICT, and the
proportion owning specifically a portable computer, a smartphone and a
tablet are respectively 56%, 42% and 7%, all three figures coming in
below the European average of 59%, 45% and 9% respectively.
… but nevertheless make above-average use of e-commerce
However, despite France’s below-European-average ownership of
connected devices, French Internet users are enthusiastic about using
the web as a shopping channel, their 68% rate of online shopping working
out above the European mean. In the first three months of 2013, seven
out of ten French people went the e-commerce route, with an average
shopping basket value of €221. The most popular e-commerce sites in
France are Amazon, with 29% of the market (Amazon registers even higher
in the United Kingdom and Germany at 59% and 56% respectively), Leclerc
(16%) and Fnac (15%). However, while French people are now thoroughly
comfortable with Internet usage on a daily basis, they lag slightly
behind when it comes to using social networks. While 55% of French
online adults have a Facebook account, a figure close to the European
average of 58%, only 7% have so far signed up for a Twitter account,
some way off the 18% of connected British and Spanish adults who have
already joined the micro-blogging social network.
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