Technology Consumer Behavior Trends: France
An increased shift to e-commerce and an influence of social media on consumer decision-making are trends in consumer behavior related to technology in France. The requested information on the trends is presented below.
Increased Shift to e-Commerce
- The e-commerce space in France is the fifth-largest in the globe and the third in Europe. It has also grown significantly in the past few years with notable trends such as m-commerce, the click-and-collect, multichannel approach, and social commerce. As a result, it has prompted more French consumers to shift online and broaden their shopping habits.
- France has 55.4 million active internet users, with 80% of the population shopping online. E-commerce in the country grew by 13.4% in 2018 and saw an 11.5% growth in 2019. Growth in the French e-commerce market has remained stable since 2014, staying consistently above Europe's average.
- The click-and-collect option for grocery stores has particularly grown with more consumers adopting it. Consumers in France are also increasingly adopting premium delivery subscription.
- The continued proliferation of e-commerce adoption in France is attributed to the use of technological gadgets such as smartphones and tablets. Consumers are also leveraging the convenience offered by e-commerce.
- The trend is also motivated by high internet penetration, growing mobile services, and a modern delivery structure. Other drivers include reliable payment methods, higher purchasing power, and widespread use of the French language.
- One of the companies leaning into this trend is Cdiscount. The company is worth $2.08 billion, and among the 15 most visited online stores around the globe. The other company is Veepee, worth about $1.89 billion.
Increased Influence of Social Media on Consumer Decision-making
- Social media in France is playing an influential role in the consumer decision-making process, particularly in cooking, beauty, and fashion brands. French consumers are among the highest consumers of social media in Europe. In 2017, France had more than 40.8 million Facebook and 37.3 million YouTube users.
- With a high penetration rate of 58%, consumers are relying on what they consume in the various platforms to make purchase decisions. Statistics show that French consumers aged 18 and above spend an average of 10 hours and 6 minutes per day with social media.
- Advertisers in France are spending huge amounts of resources on digital advertising to take advantage of this trend. In 2019, the spending totaled $5.78 billion.
- This trend is motivated by the high internet and social media penetration in France. Thus, consumers can conveniently use gadgets such as smartphones to access social media platforms.
- Companies are also growing their social media presence as they try to reach more consumers. Overall, social media has provided a viable source of information for decision-making among consumers.
- One of the companies leaning into this trend is Ricore. It uses creative ways to engage its consumers using Facebook Messenger.