MEDIAWATCH #2: Western Europe

I just got back from a holiday on the Greek islands, where there is more French than Greeks in the summer.

This brings me to focus my second media watch on Western Europe.

The main part of Western Europe is a politicoeconomic union. The European Union was initially founded by France, Italy, Luxembourg, Netherlands, Belgium and Germany in 1957. It later grew to 28 member states.
Its most recent additional is Croatia since 2013.

  • Population: 508 Million
  • Internet penetration: 78.5%

Internet penetration in Western Europe by country

  • Northern Europe and Scandinavia lead the way with the highest penetration rates peaking above 95%, whereas southern & eastern states seem to remain far behind around the 75% mark.

Total ad spend by country in Western Europe

  • With 30% of its overall ad spend going towards digital, Europe’s share of online spend is above the worldwide average of 28%.
    The UK records the highest share, with digital representing 50% of its total media spend.
    Italy is at the bottom end with 18%.
    Over the next 4 years the share of online is due to remain fairly stable.
  • Growth will come from mobile ad spend which will triple in most countries from 2015 to 2019.
    It seems that here will be a transfer from digital to mobile spend rather than a strong overall growth.
  • Opportunities for international companies: Manageable cultural gap between US and Europe backed up by large population make Europe good territory o leverage scale.
    Do not under estimate the impact of national language and identity on your communication & business strategy.
  • Barriers for international companies: Market fragmentation and economic differences between countries.
  • Personal observation: As the European Union grows, more diversity & difficulties emerge.
  • Travel tips: Trust me, train can be a better option than flying. Especially between Paris & London !!

Marie Sornin

Source: Internet world stat, Emarketer

One thought on “MEDIAWATCH #2: Western Europe

  1. 1. I was reading the internet user penetration rate table in Western EU, and wondering why it can not reach 100% or even higher – similar to what cellphone penetration rate in HK or Singapore could over 120%?
    2. Though under the EU umbrella, the market is still quite fragmented. Is there anything that in particular brings the consumer together? A couple of friends in Europea mentioned Eurovison Song Contest does a good job and brings people of different countries in front of TV at the same time.

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