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

Week 3 with the #AppleWatch

Wearing the #AppleWatch is now part of my daily routine.
After 3 weeks of wearing it, I am starting to have a better picture of its value.
Here is the change of behavior since my last post.

  • I wear it like an accessory:

I am now used to putting it on every morning, docking it every night.
Battery life is not an issue for me (unless I forget the charger when I go away)

Also, it is a great conversation starter.
If you are single and looking for a date on the  tech/ media scene. This motivation is enough to order your #AppleWatch right now.
Once everybody starts wearing them, this won’t last, so do what you have to do!

  • I waiting for more apps.

Being first might be a + on the dating front, it is not on the usage front.

There are not a lot of apps available yet and the ones that are, are 1st generation. They have been developed without real user experience.
According to Apple staff, the experience is only going to get better with the ecosystem growing.

Some new apps like trip it are coming out, but what will be really valuable for me are Spotify, Duolingo, google maps, translate… unfortunately, Google apps are likely to come last as they are supporting the growth of Android first.

I have also tried boarding a flight wit the delta app and this pretty cool. No more holding your phone to the scanner. Just swipe you wrist and you are done! Apple pay (yet to try it) is also great!

  • Remote control your phone.

In my last post, I was saying how frustrated I was that the watch doesn’t have a browser.
Although this remains the fundamental question: Does it bring enough value to fit in my current usage of connected devices?
I think I will only get the answer when a full echo system of app is available

For now, it helps me remote control my phone: When I get a notification, I quickly glance at it and decide if I want to take action on my phone (or laptop)

No more missed calls when your phone is on silent.

Control your camera (I have been shown how you can spy on what’s happening behind you. Put your phone in your back pocket. activate the camera on the phone and watch what’s happening behind you)

Same goes for your music if you use iTunes or Pandora and hopefully soon Spotify, Sonos, why not GoPro.

So, it is still not a clear cut on wether the benefits that the #AppleWatch brings to my life are worth its USD 395.
I am afraid it will only become clearer as more dedicated apps become available and more people start wearing it too!

Marie Sornin