Growing numbers of internet users in France and Germany now watch digital video, stream music and play games online. Younger people are leading this digital charge, while many older residents are more loyal to traditional media.
The share of consumers using mobile devices for retail purchases is lower in France and Germany than in several other nations in Western Europe. Yet together, the two countries will account for over $45 billion in mobile sales in 2018.
Germany, Europe’s largest economy, is the second-largest market for ad spending in the region, behind the UK. In 2018, eMarketer forecasts that advertisers in Germany will spend $21.13 billion on advertising, with 31.9% spent in digital channels.
The cash culture in Germany is holding back mobile payment adoption in the country. Many people are comfortable paying with cash and don’t see any significant benefits to changing their habits, especially older generations.
With more content available than ever before, the number of Germans watching digital video is surpassing expectations. YouTube, along with Amazon and Netflix, are driving growth by offering more original content for the German market.