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LUXURY INSIGHTS:EUROPE
August 2015
OverviewDigital audience behaviour in Europe
Source: eMarketer, Ipsos
European affluent spend
1 hour 44 minper day on digital media
79%of European affluent own a
smartphone
85% of UK internet users have bought online fashion and
apparel in 2014
UK Germany France Spain Italy0%
10%20%30%40%50%60%70%80%90%
100% 88%81%
71%60%
49%
Digital buyer penetration in Europe (% of internet users), 2015:
Why digital advertising?
Source: eMarketer, McKinsey
European affluent consumers shop online
62%of British luxury shoppers purchased luxury products
online from Selfridges
1 out of 2 UK luxury buyers typically use a search engine to find
luxury products
57% of German luxury shoppers
made a purchase at a brand-owned online shop in the
previous year
UK France Germany Italy0
100200300400500600 497
395 357
69
Online luxury fashion market size by country (million €), 2015:
2013 2014 2015 2016 2017 201805
101520253035404550
28.98 32.24 36.09 39.1 41.77 44.11
Digital ad spending in Western Europe ($ billions):
Video advertising
68% of Italian mobile video viewers watched short
video clips in 2014
British internet users spend
34 hours online every month
Source: eMarketer
Europeans consume video on multiple devices In-stream video ad spending was up
+42% in France in 2015 vs. 2014
UK Germany France Spain Italy0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
6%
64%
53%
71%78%
47% 45%39%
55%
68%
47%
62%
46%
61%
73%
Digital video viewers per device(% of internet users), 2014:
Computer Mobile phone Tablet
Ad effectivenessVideo advertising effectively reaches luxury shoppers
Source: eMarketer, NRS, Ipsos
71% of Brits say they are ‘constantly looking at screens these days’
Video is the
1st ad format that suits luxury goods according to luxury
buyers
71%of UK adults read digital
magazines and newspapers
UK Germany France Spain Italy0%
10%
20%
30%
40%
50%
60%
70%59% 59%
46%
66% 64%
Percentage of internet users who read news online, 2014:
55% of luxury buyers in mature markets combine online and offline research
before buying luxury products
Path to purchaseLuxury shoppers look for information and make purchases online
Source: eMarketer, McKinsey
Women’s luxury fashion is
expected to grow by 18% between 2014 and 2018 in
the UK
German and British luxury buyers intended to make
50% of luxury purchases for apparel & accessories
online in 2015
Convenienceis the main reason why British and
German luxury buyers like to purchase luxury products online
59% of European social media users look on social media to find more about
the latest trends before shopping
84% of German internet users access luxury and lifestyle websites on their computer
38%of EU-5 smartphone buyers
purchased clothing and accessories in 2014
Teads vs. FacebookCompared performance among affluent internet users
UK Spain France
75.0% 77.8%70.1%72.9% 68.2%
46.6%
Reach
UK Spain France
20.7%
32.0%39.6%
18.4%22.4%
9.3%
% of exclusive users
Teads Facebook
Source: Comscore MMX, July 2015 : Mediametrie NetRatings, June 2015
Teads vs. YoutubeCompared performance among affluent internet users
Source: Comscore MMX, July 2015 : Mediametrie NetRatings, June 2015
UK Spain France
75.0% 77.8%70.1%
53.4% 58.2%49.1%
Reach
UK Spain France
40.3% 41.1% 40.4%
16.2%21.2%
14.9%
% of exclusive users
Teads Youtube
