Digital is becoming increasingly important for consumers around the world. However, it is sometimes still unclear what consumers are actually doing online. ComScore’s researchers are highlighting what happens in a digital month in Germany. This information is very helpful for marketers as it gives insights into key activities and things that matter to German consumers. In June 2013, around 57 million Internet users in Germany spend nearly 20 hours online. Social networking sites are very important for the digital German consumer. A quarter of the time is spent on social media sites in Germany, indicating the emphasis on engaging with friends and family. Facebook is still the most popular social network for German consumers and access through mobile devices is on the rise (comScore 2013).
48% of German consumer accessed a travel site in June 2013. Again, mobile sites in travel are becoming an important factor for German consumers, as these are accessed on the go and through a range of devices.
Overall, 3 in 4 visits by German consumers were made to retail sites such as Amazon, Otto and Idealo. Mobile retail sites also experience an increasing popularity as visits by German consumers to Amazon increased by 93% through mobile devices and 120% to Otto’s mobile site.
Besides retail being popular sites for German consumers, gaming sites are also very popular as half of Germans accessed a gaming site at least once in June.
The German digital consumer is interested in the weather and 1 in 3 visits a weather site at least once per month.
2 in 3 German consumers visit lifestyle sites. With social networks being important sites, blogs focusing on lifestyle themes are increasingly popular with the digital German consumer.
As in any country, sport is also very important for 36% of German consumers.
Taxes are one of the most popular search keywords of Germans. In June 2013, 42% of German consumers accessed a banking site. This demonstrates the change in consumers moving more and more to digital for such activities.
Getting insights into the consumer behaviour of consumers from countries around the world is crucial. The digital landscape can be very complex and requires a thorough understanding of how consumers are behaving online and what sites are accessed regularly. Travel companies will be successful in the future if activities of online consumers are considered carefully with regards to the companies’ overall digital strategies.
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