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MULTILINGUAL UPDATESDECEMBER 2013
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LÉA COSTANTINIJEAN-YVES SCAURI
FRANCE
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ECOMMERCE IS ON THE UP IN FRANCE. 66% of consumers have bought online in 2013.
SOURCES Journal Du Net
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…But 96% OF FRENCH CONSUMERS STILL PLANNED TO BUY THEIR X’MAS GIFTS IN SHOPS. The
French tend to distrust logistic companies to deliver goods on time in December.SOURCES Journal Du Net and Atlantico
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59% OF FRENCH CONSUMERS ALSO SAID THEY PLANNED TO BUY GIFTS ONLINE. This is up from 56% in 2012. Click & collect is the preferred method.
SOURCES Journal Du Net and Atlantico
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FRENCH CONSUMERS SPEND A LONG TIME COMPARING AND REVIEWING ONLINE PURCHASES… SOURCES Journal Du Net and Atlantico
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…AS A RESULT FRANCE HAS ONE OF THE LOWEST RETURN RATES IN EUROPE. France’s 10-15% rate is much lower than Germany’s 20-25%.
SOURCES Journal Du Net and Atlantico
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THE FRENCH ARE INCREASINGLY MOBILE. Tablets have doubled in use in the last year – from 8% in 2012 to 17% in 2013 – and a third of the population own a smartphone.
SOURCES Journal Du Net
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GLORIA GAVRILOVICLISA HESSLER
GERMANY
KAI MICHAELSEN
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GOOGLE HAS INTRODUCED ‘SEARCH, PLUS YOUR WORLD’ IN GERMANY. This is an integration of Google+ information to make search
results more personal. SOURCE seosweet.de
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GOOGLE+ USERS WILL SEE SERPS POPULATED WITH PHOTOS, POSTS, PAGES & PROFILES FROM THE NETWORK.SOURCE seosweet.de
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HANNOVER IS NOW A WiFi CITY. The city’s population is now offered free WiFi in 16 public locations. The city of Dresden plans to emulate this scheme in the summer.
SOURCE Bild
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KEYWORD ADVANTAGE FOR SUPPLIERS. Keywords such as “direktverkauf”, “factory outlet” or “outlet” have great conversation rates – but can only be used if the supplier can prove that they offer the goods cheaply because they’ve excluded the wholesalers. This is due to Germany’s anti-competitive law. SOURCE Mediadonis
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DAVIDE TIEN
ITALY
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ITALY HAS PROPOSED A NEW INTERNET TAX TO TARGET DIGITAL ADVERTISING.
SOURCE Reuters
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DUBBED THE ‘GOOGLE TAX’ THIS WOULD HIT THE SEARCH ENGINE AS WELL AS FACEBOOK. The tax is predicted to raise at least €1 billion.
SOURCE Reuters
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ANA MIRAMBELL
MEXICO
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MEXICO HAS ROLLED OUT A ‘STAMP OF QUALITY’ TO BE AWARDED TO CREDIBLE ECOMMERCE SITES.
SOURCE www.sellosdeconfianza.org.mx/
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SASKIA ROSKAM
NETHERLANDS
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THE ELDERLY ARE NOW USING THE INTERNET TWICE AS OFTEN. 80% of 65-75-year-olds now access the web regularly for shopping and banking.
SOURCE CBS
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TWITTER’S POPULARITY IN THE NETHERLANDS HAS CRASHED. While the number of accounts remains stable at 3.5 million, the number of average visits to the site per week has nearly halved.
SOURCE Z24
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A NETHERLANDS’ HEALTH INSURANCE COMPANY SPENT ITS ENTIRE €1 MILLION AD BUDGET ON A CHARITY DONATION…SOURCE Marketing Online
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…THE COMPANY MADE A ONE MINUTE VIDEO. For every person who watched the video they donated €1 to the cancer trust. €2 for a share.
SOURCE Marketing Online
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ED LANGLEY
NORWAY
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NORWAY’S ECOMMERCE SPEND INCREASED IN QUARTER THREE. B2C sales were up to NOK20.3 billion (around £2 billion), with holidays and leisure accounting for 19% of this.
SOURCE emarketer
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DESKTOP DOMINATED THESE PURCHASES, ACCOUNTING FOR 86% OF SALES. Tablets were responsible for 9% of these and mobile 4%.
SOURCE emarketer
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MAKSIMS VISNAKOVS
RUSSIA
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YANDEX HAS ANNOUNCED PAID LINKS WON’T COUNT ANYMORE. From 2014 paid links won’t be taken into consideration in commercial search queries in Moscow.
SOURCE Yandex
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PATRICK VAZQUEZ
SPAIN
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SPANISH ADVERTISERS SHIFTING THEIR BUDGETS TO MOBILE. Mobile ad spend was up 20.3% for the first half of 2013. Meanwhile the total digital ad spend was down 6% year-on-year.
SOURCE IAB Europe
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MOBILE SEARCH SPEND WAS ALSO UP 58.3% TO €3.8 MILLION.
SOURCE IAB Europe
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JENNIE LINDEHOFF
SWEDEN
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ONLINE CHRISTMAS SHOPPING MORE POPULAR THAN 2012. Sweden’s major ecommerce
stores have reported a sales increase of 26%.
SOURCE Internet World
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SWEDEN’S ADVERTISERS WARM TO CONTENT MARKETING. 80% of marketers said content marketing was an effective way to enhance
their brand. SOURCE Emarketer
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