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Export Business MapMake the Web work for British exporters
© 2014 Google UK Limited • Belgrave House, 76 Buckingham Palace Road • London SW1W 9TQ • All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. Contact: Anne-Laure Le Cunff • Email: annelaurel@google.com
SOURCES:Internet World Stats, June 2013IW Köln, Faktor Google Studie (2011)IW Consult & Bitkom “ Wirtschaft digitalisiert” (2013)
Over the last ten years, the Web has become part of life for many people around the world.In fact 2.8 billion people are online today, that’s still only 39% of the global population. Looking forward to 2020 Eric Schmidt predicted that there will be 8 billion people connected - many of these via smartphone.
The technology is fuelling a revolution in how we all communicate, share, make decisions, andmake purchases. Research has shown that companies using the Web for sales and marketing aregrowing more than twice as fast as those not online. They also use the Web to reach a wider poolof customers – exporting twice the proportion of their “offline” competitors.
How can you take advantage of this major opportunity? Last year, we introduced the GlobalBusiness Map, which gave you an overview of market data from more than 40 countries. This year, we have picked ten of the most interesting markets for British exporters and go into even more detail: we have added new data and a seasonality calendar, which gives you insights into the most important bank holidays and events in each market.
You will find a wide range of information that is potentially transformational for your business.Every section starts with a breakdown of fundamental facts for each country, followed byinformation about search and display – including numbers about Web search or the advertisingmarket. After that, you will get an overview of mobile behaviour in that specific country, displayinghow many people own a mobile phone and what role the mobile Internet plays. In the sectionon social media, you will not only learn how many people are logged into social networks, butalso how much time they spend there each month.
There’s a multitude of market opportunities, and the Internet brings them to your door step – but of course, every country is unique. That’s why we give you a lot of country-specific details at a glance. Did you know, for example, that Italy has the highest Internet user growth in Europe?Or that by 2016 Sweden will account for 4.8 million digital buyers?
It’s time to reach new customers in new markets and make the Web work for you.
Preface
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
GERMANYTARGETING GERMANY EXPORTING OPPORTUNITIES
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
DE
Winter Spring
Summer
Aut
umn
Winter Sale Winter Sale Easter Easter Pentecost Pentecost Summer Sale S
ummer Sa
le
O
ktob
erfe
st
Okt
ober
fest
1 A
ll Sain
ts’ Day 6
St. Nicholas Day
1 New Year’s Day 14 Valentine’s Day CeBIT* bauma* Corpus Christi Corpus Christi Summer Holidays
Summer H
oliday
s
B
ack
to S
choo
l
A
utum
n Br
eak
Christmas Markets
Carnival
Ascension Day*
Gamescom
*
IFA*
3
Day
of G
erm
an U
nity
24–26 Christmas
Mother’s Day
IAA
*
I
AA*
3
1 New Year’s Eve
drupa*
Buc
hmes
se*
W
inter Holidays
1 May Day
[1]
*Ascension – Also Father’s Day*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
SOURCES:[1] CIA: The World Factbook, April 2012[2] Connected Consumer Study, 2014[3] Consumer Barometer, 2013[4] Google Internal Data, 2012 [5] YouTube Global Audience Study, 2013
[6] Google Internal Data, 2012[7] Our Mobile Planet, 2013[8] eMarketer, 2013[9] Google Internal Data, 2012 [10] Connected Consumer Study, 2014
[11] Google Internal Data, 2012 [12] The World Factbook, 2013 [13] OC&C Global Retail E-mpire report, 2013 [14] Fortune, 2013
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising Google Display Network Reach
Smartphone Penetration Mobile Internet Users Mobile Purchases
Population Frequency Engagement Usage
Export with Google
81.3million [1]
62%of the population uses
the Internet daily [2]
64%buy things online [2]
60%of purchasers who
used a search engine to do research before
purchasing [3]
48%of online population [4]
67%say that being able
to skip ads increases the enjoyment of the
content on YouTube [5]
50% of people are using
a smartphone [10]
74%of all smartphone users
are daily online with their device [10]
38%purchase online on their smartphone [10]
42%are social
network users [8]
64%check their social network accounts
several times a day [9]
51%of people read blogs and online reviews at least once a month [10]
50%of mobile surfers
list social networks as their favourite online activity [11]
Retail
Travel
Local
B2B
Tech
Automobile
Moveable feasts: dates change each year
Bank holiday
$1.5 trillion exported. Germany is the largest exporter in Europe [12]
48% of retailers offer an English version of their website [13]
29 of Fortune Global 500 companies are headquartered in Germany [14]
90% [6]
49%male
51%female
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
USATARGETING USA EXPORTING OPPORTUNITIES
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
Winter Spring
Summer
Aut
umn
Holiday Season Mardi Gras* Mardi G
ras* Easter Wedding Season Wedding Season Wedding Season W
edding Sea
son
Ba
ck to
Sch
ool
13
Col
umbu
s Da
y H
olid
ay
Season Holiday Season
Chinese New Year Chinese New Year Easter Mother’s Day Summer Break Summer Break
Summer B
reak
Fa
shio
n W
eek
NY
31
Hal
low
een
1
All S
aints’
Day
Chanukah
1 New Year’s Day 14 Valentine’s Day 5 Cinco de Mayo* Father’s Day 4 Independence Day
L
abou
r Day
Than
ks
giving*
25 Christmas
20 Martin Luther King Day Super Bowl 26 Mem
orial Day
C
yber
Monday
31 New Year’s Eve
Fashion Week NY
Blac
k F
riday
President’s Day
11 V
etera
ns Day
*Black Friday – Busy shopping day held the day after Thanksgiving.*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.
[1]
SOURCES:[1] CIA: The World Factbook, July 2013[2] Connected Consumer Study, 2012[3] Consumer Barometer, 2013 [4] Google Internal Data, 2012[5] YouTube Insights, Oct. 2013
[6] Google Internal Data, 2012[7] Our Mobile Planet, 2013[8] eMarketer, 2013 [9] eMarketer, April 2013[10] GlobalWebIndex, 2012
[11] Google Internal Data, 2012[12] CIA: The World Factbook, July 2013[13] Source: eMarketer, June 2013[14] eMarketers, June 2013
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising Google Display Network Reach
Mobile Usage Smartphone Penetration Mobile Internet Usage Mobile Purchases
Population Frequency Engagement
Export with Google
Retail
Travel
Local
Tech
Moveable feasts: dates change each year
Bank holiday
316.7million [1]
85%of people have
Internet access [2]
64% buy things online [2]
48%of purchasers used a search engine to do research before
purchasing [3]
58%of online population [4] >95% [6]
38%used a mobile
coupon to purchase a product in store [7]
56%of people are using
a smartphone [7]
92% of smartphone owners
use the mobile internet daily [7]
46%of smartphone owners have made a purchase
on their phone [7]
67%are social
network users [8]
67.2%of Internet users use
Social Networks [9]
1.38hours per day on social networks [10]
Key languages:
82.1% English
10.7% Spanish [12]
56% of US Internet users state deals and discounts on products to be the leading influence on digital purchasing decisions [13]
The ability to compare prices is the most important reason for US Internet users to shop online rather than in-store [16]
Usage
72%of US businesses
use external social media for business
purposes [11]
Gen C are 2x more likely to agree “I would
rather watch videos posted by brands on
YouTube than watch TV commercials” [5]
49.2%male
50.8%female
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
FRANCETARGETING FRANCE EXPORTING OPPORTUNITIES
Video Advertising Google Display Network Reach
>90% [7]
69%say that being able to skip ads increases the
enjoyment of the content on YouTube [6]
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
FR
Winter Spring
Summer
Aut
umn
1 New Year’s Day 14 Valentine’s Day Easter Easter Wedding Season Wedding Season Wedding Season W
edding Sea
son
Wed
ding
Sea
son
3
1 H
allo
wee
n
1 A
ll Sain
ts’ Day S
chool Winter Break
6 Epiphany Carnival Carnival Mother’s Day School Summer Break School Summer Break S
chool Summer
Brea
k F
ashi
on W
eek
Pari
s
Fas
hion
Wee
k Pa
ris
11
Arm
istice
Day*
25 Christmas
School Winter Break Fashion Week Paris Fashion Week Paris 1 Labour Day Pentecost – Whit Monday Summer Sale
1
5 Assumptio
n of M
ary
B
ack
to S
choo
l
31 New Year’s Eve
Winter Sales Winter Sales 8 Victory in Europe Day* Summer Sale 14 Fête Nationale Française*
29 Ascension Day Father’s Day
21 Fête de la Musique*
* 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.
[1]
SOURCES:[1] Insee, 2012[2] Connected Consumer Study, 2012[3] Connected Consumer Study, 2014[4] Consumer Barometer, 2013 [5] Google Internal Data, 2012
[6] YouTube Global Audience Study, 2013[7] Google Internal Data, 2012[8] Our Mobile Planet, 2013[9] Google Internal Data, 2012[10] Connected Consumer Study, 2014
[11] YouTube Global Audience Study, 2013[12] emarketer, June 2013 [13] OC&C Global Retail E-mpire report, 2013[14] The World Factbook, 2012 Export with Google
Population Demographic Profile Online Usage Online Shopping
YouTube Reach
Mobile Usage Smartphone Penetration
Population Frequency
Web Searches
Mobile Internet Usage Mobile Purchases
29%purchase online on their smartphone [10]
Engagement
50%of people read blogs and online reviews at least once a month [110
Usage
47%share or re-share links on social networks [11]
65.5million [1]
77%of people have
Internet access [2]
51% buy things online [3]
55% of online population [5]
60%access information
on smartphone and follow-up on
other device [8]
49%of people are using a
smartphone [10]
4.1hours per month on
social networking sites [9]
59%of smartphone users
visit social networks at least once a month [10]
3rd market in Europe in terms of B2C e-commerce sales [12]
Moveable feasts: dates change each year
Bank holiday
Retail
Travel
Local
Tech
59%of purchasers used a search engine to do research before
purchasing [4]
75%of all smartphone users
are daily online with their device [10]
38% of retailers offer an English version of their website [13]
$579 billion exported [14]
48.5%male
51.5%female
SEASONALITY CALENDAR
AUSTRIA Retail
Travel
Local
Tech
Automobile
Moveable feasts: dates change each year
Bank holiday
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
TARGETING AUSTRIA EXPORTING OPPORTUNITIES
[1]
SOURCES:[1] CIA: The World Factbook, July 2013[2] Connected Consumer Study, 2014[3] Consumer Barometer, 2012 [4] Global YouTube Audience Study, 2013[5] Our Mobile Planet, 2013
[6] eMarketer, 2012[7] Connected Consumer Study, 2014[8] YouTube Global Audience Study, 2013[9] The World Factbook, 2012[10] EHI, 2012
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Usuage Mobile Purchases
Population Frequency Engagement Usage
Export with Google
8.2million [1]
61%of the population uses
the Internet daily [2]
51% buy things online [2]
80% of YouTube users are online daily [4]
44%have used
mobile banking [5]
56%of people are using a
smartphone [7]
65%of all smartphone users
are daily online with their device [7]
25%purchase online on their smartphone [7]
37%are social
network users [6]
54%of smartphone users
visit social networks at least once a month [7]
46%of people read blogs and online reviews at least once a month [7]
43%of YouTube users talk about what they saw
on YouTube with their peers [8]
$167billion exported [9]
50.8% of all online-shops in Austria have a legal entity which is based outside the country [10]
36%of purchasers used a search engine to do research before
purchasing [3]
YouTube users are 2.4x more likely to buy
electronics, gadgets, or other devices [4]
48.7%male
51.3%female
GmbHis the most common legal entity of all active online-shops with 61.6% [10]
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
AT
Winter Spring
Summer
Aut
umn
Wedding Season Wedding Season Wedding Season W
edding Season Wedding Season Wedding Season Wedding Season W
edding Sea
son
Bac
k to
Sch
ool
26
Nat
iona
l Day
1
All S
aints’
Day Christmas Markets
1 New Year’s Day Carnival Carnival Bauma (Trade Fair) Pentecost Pentecost Summer Break
15 Assumptio
n of M
ary
A
utum
n Br
eak
6 St. Nicholas Day
Winter Sale Winter Sale
Easter Easter 1 Labour Day Corpus Christi Summer Sale
Summer B
reak
8 Immaculate Conception
Vienna Autoshow 14 Valentine’s Day
Ascension Day Father’s Day
S
ummer Sale
25 Christmas
6 Epiphany
Mother’s Day
26 St. Stephens’s Day
31 New Year’s Eve
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
SPAINTARGETING SPAIN EXPORTING OPPORTUNITIES
[1]
SOURCES:[1] CIA World Factbook, July 2013[2] Connected Consumer Study, 2014[3] Consumer Barometer, 2014[4] YouTube Global Audience Study, 2013
[5] Our Mobile Planet, 2013[6] eMarketer, 2013[7] Connected Consumer Study, 2014[8] YouTube Global Audience Study, 2013 [9] International Passenger Survey, 2012
[10] The World Factbook, 2012 [11] eMarketer, 2013
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Users Mobile Purchases
Population Frequency Engagement Usage
Export with Google
47.3million [1]
78%of the population uses
the Internet daily [2]
41%buy things online [2]
41%of purchasers who
used a search engine to do research before
purchasing [3]
YouTube users are 2.8x more likely to buy
electronics, gadgets, or other devices [4]
64%have searched for
directions on their smartphone [5]
72% of people are using
a smartphone [7]
72%of all smartphone users
are daily online with their device [7]
20%purchase online on their smartphone [7]
46%are social
network users [6]
70%of smartphone users
visit social networks at least once a month [7]
50%of people read blogs and online reviews at least once a month [7]
58%of YouTube users talk about what they saw
on YouTube with their peers [8]
Retail
Travel
Local
B2B
Tech
Automobile
Moveable feasts: dates change each year
Bank holiday
3rd most popular country for British expats [9]
The UK is the 5th biggest export partner with 6.5% of export [10]
Mobile marketing is worth
€110 million [11]
49%male
51%female
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
ES
Winter Spring
Summer
Aut
umn
1 New Year’s Day 14 Valentine’s Day Easter Easter Mother’s Day San Juan 6–14 Pamplona*
Tomatin
a*
B
ack
to S
choo
l
12 N
atio
nal
Day
1 A
ll Sain
ts’ Day 6
Constitution Day
Winter Holidays Carnival Good Friday Good Friday 1 Labour Day Pentecost Summer Holiday
Summer H
oliday
Su
mm
er H
olid
ay
8 Immaculate Conception
Winter Sale 19 St. Joseph’s Day* Summer Sale
1
5 Assumptio
n of M
ary
25 Christmas
6 Epiphany Fallas Valencia*
3
1 New Year’s Eve 86%
of YouTube users are online daily [4]
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
ITALYTARGETING ITALY EXPORTING OPPORTUNITIES
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
IT
Winter Spring
Summer
Aut
umn
1 New Year’s Day 14 Valentine’s Day Easter Easter Wedding Season Wedding Season Wedding Season W
edding Sea
son
Wed
ding
Sea
son
Fa
shio
n W
eek*
1
All S
aints’
Day Conception 8 Immaculate
Winter Sale Winter Sale Winter Sale 25 Liberation Day 1 Labour Day Summer Break Summer Break
S
ummer Bre
ak
Ba
ck to
Sch
ool
25 Christmas
Winter Break Carnival Carnival Mother’s Day 2 Republic Day Summer Sale
Summer S
ale
S
umm
er S
ale
2
6 St. Stephen’s Day
6 Epiphany Fashion Week Milan* Fashion W
eek Milan*
15 Fe
rrago
sto*
Fash
ion
Wee
k M
ilan*
W
inter Break
Father’s Day
31 New Year’s Eve
*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.
[1]
SOURCES:[1] CIA: The World Factbook, March 2012[2] Connected Consumer Study, 2014 [3] Consumer Barometer, 2013[4] YouTube Global Audience Study, 2013[5] Our Mobile Planet, 2013
[6] eMarketer, 2013[7] Connected Consumer Study, 2014[8] YouTube Global Audience Study, 2013[9] GlobalWebIndex, 2012[10] The World Factbook, 2012[11] Source: eMarketer, 2011
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Usage MobilePurchases
Population Frequency Engagement Usage
Export with Google
Retail
Travel
Local
Tech
Moveable feasts: dates change each year
Bank holiday
61.3million [1]
72%of the population uses
the Internet daily [2]
41%buy things online [2]
39%of purchasers
used a search engine to do research before
purchasing [3]
80%of YouTube users are online daily [4]
53%of people are using
a smartphone [7]
78%of all smartphone users
are daily online with their device [7]
21%purchase online on their smartphone [7]
32%are social
network users [6]
64%of smartphone users
visit social networks at least once a month [7]
YouTube users are 3x more likely to attend
live events [8] 1.55
hours on social networks daily [9]
$474 billion exported [10]
66% consider price the most important aspect of buying online [11]
35% consider ease and speed of the online checkout process [11]
74%say that being able to skip ads increases the
enjoyment of the content on YouTube [4]
45%have searched for
travel-information or holidays on their
smartphone [5]
49%male
51%female
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
NETHERLANDSTARGETING NETHERLANDS EXPORTING OPPORTUNITIES
Video Advertising Google Display Network Reach
>90% [7]
72%say that being able to skip ads increases the
enjoyment of the content on YouTube [6]
* 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.
[2]
SOURCES:[1] CBS, September 2013[2] CBS, April 2013[3] Connected Consumer Study, 2014[4] Consumer Barometer, 2013 [5] Google Internal Data, 2012
[6] YouTube Global Audience Study, 2013[7] Google Internal Data, 2012[8] Our Mobile Planet, 2013[9] Connected Consumer Study, 2014[10] NewCom, 2013
[11] YouTube Global Audience Study, 2013 [12] The World Factbook, 2012 [13] OC&C Global Retail E-mpire report, 2013[14] European Commission, 2006 Export with Google
Population Demographic Profile Online Usage Online Shopping
YouTube Reach
Mobile Usage Smartphone Penetration
Population Frequency
Web Searches
Mobile Internet Usage Mobile Purchases
24%purchase online on their smartphone [9]
Engagement
1 millionactive users per day
on Google+ [10]
Usage
41%say that YouTube has more unique
content than TV [11]
16.8million [1]
80%of the population uses
the Internet daily [3]
65% buy things online [3]
74% of online population [5]
52% use their smartphone
as a way to get quick answers [8]
65%of people are using
a smartphone [9]
69%of smartphone users
visit social networks at least once a month [9]
No.8 for export in the world, with $577 billion exported [12]
Moveable feasts: dates change each year
Bank holiday
Retail
Travel
Local
Tech
60%of purchasers used a search engine to do research before
purchasing [4]
75%of all smartphone users
are daily online withtheir device [9]
27% of retailers offer an English version of their website [13]
87% of dutch people speak english [14]
50%female
50%male
No.1in Europe when it comes
to active social media usage, with 65% of the
population on social networks [8]
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
NL
Winter Spring
Summer
Aut
umn
Winter Sale Winter Sale Easter Easter Ascension Day Ascension Day Summer Sale S
ummer Sale
Back
to S
choo
l
A
nim
al D
ay
5 St. Nicholas Day
4 W
orld
1 New Year’s Day Carnival 27 King’s Day* W
hit Sunday/Monday Whit Sunday/Monday Summer Break
Summer Bre
ak
Au
tum
n Br
eak
25–26 Christmas
14 Valentine’s Day Mother’s Day Father’s Day
31 New Year’s Eve
5 Liberation Day
Winter Break
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
SWITZERLANDTARGETING SWITZERLAND EXPORTING OPPORTUNITIES
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
CH
Winter Spring
Summer
Aut
umn
Travel Peak Travel Peak Travel Peak Travel Peak Corpus Christi Corpus Christi Summer Sale S
ummer Sa
le
Se
mes
ter S
tart
Aut
umn
Brea
k
1 Al
l Sain
ts’ Day 6
St. Nicholas Day
Wedding Fair Semester Start Baselworld Baselw
orld Wedding Season Wedding Season Wedding Season
Wedding S
easo
n
Winter Break
1 New Year’s Day 14 Valentine’s Day Easter Easter Pentecost Pentecost Summer Break
Summer Bre
ak
Opt
ion
to ch
ange
car
insu
ranc
e O
ptio
n to
cha
nge
car i
nsur
ance
25 Christmas
Ski World Cup Winter Sale Carnival Mother’s Day Father’s Day Travel Last Minute
Trave
l Last
Minu
te
Opt
ion
to c
hang
e he
alth
insu
ranc
e
Opt
ion
to c
hang
e he
alth
insu
ranc
e
2
6 Stephen’s Day
Winter Sale Auto Salon Geneva Ascension Day Travel Last Minute
1 National H
oliday
Spengler Cup
World Economic Forum
1 May Day Art Basel
B
ack to
Schoo
l
31 New Year’s Eve
[1]
SOURCES:[1] CIA: The World Factbook, July 2013[2] Connected Consumer Study, 2014[3] Consumer Barometer, 2012 [4] Global YouTube Audience Study, 2013[5] Google Internal Data, 2012
[6] Our Mobile Planet, 2013[7] eMarketer, 2012[8] Google Internal Data, 2012[9] Connected Consumer Study, 2014[10] eMarketer/PWC, 2013
[11] CIA World Factbook, July 2013[12] International Monetary Fund, 2013[13] Consumer Commerce Barometer, 2011
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Usage Mobile Purchases
Population Frequency Engagement Usage
Export with Google
Google Display Network Reach
Retail
Travel
Local
Tech
Automobile
7.99million [1]
68%of the population uses
the Internet daily [2]
53% buy things online [2]
88% of YouTube users are online daily [4]
28%are open to receiving mobile ads if freebies
are included [6]
60%of people are using
a smartphone [9]
71%of all smartphone users
are daily online with their device [9]
30%purchase online on their smartphone [9]
43%are social
network users [7]
76%of smartphone users visit social networks
regularly [8]
39%of people read blogs and online reviews at least once a month [9]
13%of Internet users shop via social
media platforms [10]
4 official languages: German, French, Italian and Romansch [11]
Switzerland has a GDP per capita of $79,033 [12]
Only 18% of Internet users are comfortable buying products from unfamiliar websites
[13]
Moveable feasts: dates change each year
Bank holiday
36%of purchasers used a search engine to do research before
purchasing [3]
>75% [5]
65%say that being able to skip ads increases the
enjoyment of the content on YouTube [4]
49.2%male
50.8%female
MORE FACTS
SEASONALITY CALENDAR
SWEDENTARGETING SWEDEN EXPORTING OPPORTUNITIES
YouTube users are 3x more likely to buy electronics, gadgets, or other devices [6]
* Walpurgis bonfires are part of a Swedish tradition dating back to the early 18th century.
[2]
SOURCES:[1] World Bank, 2012[2] CIA World Factbook, July 2013[3] Consumer Barometer, 2012[4] Connected Consumer Study, 2014 [5] Consumer Barometer, 2012
[6] Global YouTube Audience Study, 2013[7] Our Mobile Planet, 2013[8] eMarketer, 2013[9] Connected Consumer Study, 2014 [10] GlobalWebIndex, 2013
[11] The World Factbook, 2012[12] European Commission, 2006
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30%purchase online on their smartphone [9]
47%of people read blogs and online reviews at least once a month [9]
17%of Internet users are active on Google+ [10]
9.52million [1]
71%of the population have access to the Internet [3]
60% buy things online [4]
95%of YouTube users are online daily [6]
74%have read the news
on their phone [7]
75%of people are using
a smartphone [9]
57%are social
network users [8]
67%of smartphone users
visit social networks at least once a month [9]
$181 billion exported [11]
Moveable feasts: dates change each year
Bank holiday
Retail
Travel
Local
Tech
37%of purchasers used a search engine to do research before
purchasing [5]
81%of all smartphone users
are daily online with their device [9]
UK is the 3rd biggest export partner [11]
89% of Swedish people speak English [12]
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Usage Mobile Purchases
Population Frequency Engagement Usage
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
SE
Winter Spring
Summer
Aut
umn
1 New Year’s Day Winter Break Easter Easter 1 May Day Graduation Day Summer Breke
Summer Bre
ak
Bac
k to
Sch
ool
A
utum
n Br
eak
1
All S
aints’
Day Winter Break
Winter Sale 14 Valentine’s Day Eurovision Song Contest Walpurgis N
ight Pentecost 6 Sweden National Day Summer Sales
Summer Sale
s
3
1 H
allo
wee
n
Fa
ther
's Day
10 Nobel Festivities
M
other’s Day 21 Midsummer's Day Stockolm Pride
Fashion W
eek
13 Lucia Celebrations
31
New Year’s Eve
25 Christmas
Winter H
olidays 31 New Year's Eve
53%male
47%female
OVERVIEW
SEARCH, YOUTUBE AND DISPLAY
MOBILE
SOCIAL
MORE FACTS
SEASONALITY CALENDAR
CANADATARGETING CANADA EXPORTING OPPORTUNITIES
[2]
SOURCES:[1] World Bank, 2012[2] CIA World Factbook, July 2013[3] Connected Consumer Study, 2014 [4] Google Engage Conference, Vancouver, 2012[5] BrandSpark, 2013
[6] Our Mobile Planet, 2013[7] eMarketer, 2013[8] Connected Consumer Study, 2014[9] eMarketer, 2013[10] The World Factbook, 2012[11] International Passenger Survey, 2012
Population Demographic Profile Online Usage Online Shopping
Web Searches YouTube Reach Video Advertising
Mobile Usage Smartphone Penetration Mobile Internet Usage Mobile Purchases
Population Frequency Engagement Usage
Export with Google
Retail
Travel
Local
Tech
Automobile
34.88million [1]
74%of the population uses
the Internet daily [3]
57% buy things online [3]
YouTube is the 2nd largest search engine,
accounting for 80% of the hour of online
video watched on average per day [4]
76%have used an app
on their smartphone [6]
58%of people are using
a smartphone [8]
70%of all smartphone users
are daily online with their device [8]
36%purchase online on their smartphone [8]
66%are social
network users [7]
71%of smartphone users
visit social networks at least once a month [8]
54%of people read blogs and online reviews at least once a month [9]
20%are subscribed to at least one YouTube
channel [9]
$459billion exported [10]
UK is the 3rd biggest export partner [10]
4th most popular country for British expats [11]
Moveable feasts: dates change each year
Bank holiday
33%of purchasers used a search engine to do research before
purchasing [3]
17%of the Internet users
are on YouTube [5]
* Labour Day - Start of Hockey Season.*Thanksgiving - In October as opposed to the US Thansgiving, which falls in November.
52.8%male
47.2%female
January February March April M
ay June July
August
S
epte
mbe
r
Oct
ober
Novem
ber December
CA
Winter Spring
Summer
Aut
umn
Holiday Season Family Day Easter Easter wedding Season Wedding Season Wedding Season W
edding Sea
son
Wed
ding
Sea
son
3
1 H
allo
wee
n
Hol
iday s
eason Holiday Season
1 4 Valentine’s Day
10 Mother’s Day Summer Holidays Summer Holidays
Summer H
oliday
s
Back
to S
choo
l
T
hank
sgiv
ing*
25 Christmas
15 Teacher’s Day Father’s Day
L
abou
r Day
*
31 New Year’s Eve
Mother’s Day
drupa*
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