Media Planning & Buying

OOH perfectly placed to stoke E-commerce sales in Europe, says a report

A recent international study that was conducted in UK, France, Netherlands and Spain reveals that European consumers splash out on friends and family during the six weeks run up to Christmas

Published

December 5, 2016

VJ Media Bureau

A recent international study (RetailMeNot) has been conducted in UK, France, Netherlands and Spain reveals that European consumers splash out on friends and family during the six weeks run up to Christmas – with a high portion of people now choosing to shop online. A UK-based ExterionMedia report, featured in the FEPE International Newsletter, states that Christmas shopping budgets in Europe are expected to increase by 1.5% in 2016 – thanks to online and mobile buying.

The highest spending country in Europe will be the UK with 89.4 billion euros (+1.9% compared to last year). Spain shows the strongest increase in e-commerce with a 33% growth. Sales through mobile is also increasing significantly. For instance, French consumers are predicted to spend a total of 4.3 billion euros on smartphones & tablets, a 54% increase compared to last year.

OOH is the perfect platform for reaching the hyper-connected European consumer during this time of increased spending. For instance, there will be on average 630,000 daily public Wi-Fi users on the London Underground during the Christmas period from November to December; a 6% increase compared to last year. Thanks to their mobile and Wi-Fi usage, e-commuters are able to take action online right after being exposed to an OOH ad while on the move.

Courtesy: FEPE International Newsletter