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.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology