2016 emea christmas insights for digital marketers
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Germany
2016 EMEA Christmas Insights for Digital Marketers
See the latest Christmas Retail insights and consumer behaviour across EMEA to assist with the planning of your 2016 Christmas Bing Ads Retail campaigns. Find out who’s shopping, when shopping peaks occur and what people are buying.
For even more Christmas insights we have prepared detailed decks for each market (in local language).
Click here for more information.
Retail Snapshot
Top 3 retail shopping days
2015 Cyber Weekend Online Spend Top 5 retail sub-categories on Bing Ads
Online % of total retail sales per market
65 B €France
Clothing & Accessories
Clothing & Accessories
Clothing & Accessories
Clothing & Accessories
Clothing & Accessories
Clothing & Accessories
Home & Garden
Home & Garden
Home & Garden
Home & Garden
Home & Garden
Home & Garden
Electronics
Watches & Jewelry
Electronics
Flowers & Greetings
Electronics
Electronics
Toys & Hobbies
Department Stores
Deals & Coupons
Toys & Hobbies
Deals & Coupons
Toys & Hobbies
Shoes
Cosmetics
Books
Beauty & Personal Care
Other Retail
Other Retail
14.7 B €Italy
1.4B €Italy
332M €Germany⁴
144M €France (2014)³
102M €Netherlands
17.9 M €Spain
1.1M €Spain
6.8 B €Germany
9.2 B €Netherlands
114B €UK¹
1.1B €UK
Total retail ecommerce sales
France
Netherlands
Italy
Spain
UK
Germany
NOVEMBER
#1 #2 #3
26
NOVEMBER
29
DECEMBER
14
NOVEMBER
27
NOVEMBER
30
NOVEMBER
27
NOVEMBER
27
NOVEMBER
30
NOVEMBER
30
DECEMBER
14
DECEMBER
21
JANUARY
6
6DECEMBER
7DECEMBER
4JANUARY
24NOVEMBER
26NOVEMBER
30NOVEMBER
10%
10%
10%
10%
10%
10%
30% 29%
16%
30%
41%
23%
48%
26%
19%
21%
14%
34%
7%
13%
21%
8%
6%
6%
15%
8%
38%
10%
4%
5%
12%
10%
25%
6%
26%
11%
12%
30%
30%
30%
30%
30%
50%
50%
50%
50%
50%
50%
France
Italy
Netherlands
Spain
UK
6.7%
²
2016 EMEA Christmas Insights for Digital Marketers
Who is shopping across the various retail sub-categories?
Average retail cost per click and click through rate per market
Ad product performance: Which retail categories have the highest mobile device share?
>24Age
Female Male
25-34 35-49
74% toys & hobbies
31% food
82.44% deals & coupons
25% jewelry & watches
67% deals & coupons
63% beauty & health
89% consumer electronics
75% footware
66% flowers & gifts
31% toys & hobbies
85% deals & coupons
27% jewelry & watches
CPC CTR
50-64 65+
Germany
Germany
France
France
Enhanced SiteLink
LocationExtension
Text Ads
SiteLinkExtension
63%37%
62%34%
54%46%
58%32%
51%49%
66%34%
Italy
Italy
Netherlands
Netherlands
Spain
Spain
UK
UK
19% 22% 31% 22% 6%
18% 14% 31% 33% 5%
21% 19% 36% 20% 5%
20% 17% 32% 24% 7%
14% 20% 43% 18% 4%
17% 17% 29% 29% 8%
ItalyFranc e German y
SpainNetherlands UK
2.37%
4.56%
1.55%
3.32%
6.17%
5.02%
3.51%
5.63%
4.63%
3.75%
4.42%
4.09%
3.60%
3.83%
4.48%
3.04%
5.96%
6.59%
0,16 €
0,24 €
0,19 €
0,21 €
0,21 €
0,13 €
0,21 €
0,23 €0,24 €
0,11 €
0,12 €
0,13 €
0,11 €
0,11 €
0,11 €
0,21 €
0,32 €
0,29 €
France Germany Italy Netherlands Spain UK
GermanyFrance Italy Netherlands Spain UK
10%
20%
30%
If not marked otherwise, all sources originates here.Sources: ¹Capgemini, January 2016, ²eMarketer, August 2016. ³LSA, September 2015, ⁴Statista, 2015.
Increased Average CTR