03 Understanding this Report
04 Profiling Internet Users
05 Region Comparison
09 Device Ownership and Usage
10 Device Ownership and Preferences
11 Time Spent Online and the Mobile Marketplace
12 Ad-Blocking and Privacy Tools
14 Media Consumption
15 Types of Media Consumed and Second-Screening
16 Gaming Devices and Activities
18 Social Media
19 Social Media Engagement and Behaviors
21 The Online Purchase Journey
22 From Discovery to Purchase
24 Notes on Methodology
26 More from GlobalWebIndex
REGION REPORTS TAKE AN IN-DEPTH LOOK AT THE PROFILE AND ACTIVITIES
OF DIGITAL CONSUMERS WITHIN EACH OF THE WORLD REGIONS WHERE
GLOBALWEBINDEX CONDUCTS RESEARCH. THIS REPORT PROVIDES THE VERY
LATEST FIGURES AT A HEADLINE LEVEL AS WELL AS LOOKING AT TRENDS
OVER TIME AND ACROSS DEMOGRAPHICS. IT ALSO EXAMINES IN DETAIL HOW
THIS REGION COMPARES TO THE GLOBAL AVERAGE ACROSS KEY DIGITAL
MEASURES AND BEHAVIORS.
In this report, we explore:
The demographics, interests and
attitudes of digital consumers in this
region.
How internet users are engaging
with various devices, as well as how
important these devices are to their
digital lives.
What social platforms are most
important in this region, and how users
are engaging with social media.
How internet users are interacting
with advertising and brands, how
marketers can most effectively engage
these consumers and what makes
them complete a purchase online.
IntroductionContents
EUROPE REGION REPORT Q4 2017
SOURCE, BASE AND INDEXES
Unless otherwise stated, all figures in this report are drawn from
GlobalWebIndex’s Q2 and Q3 2017 waves of online research among
internet users aged 16-64. It can be assumed that the Source for each
chart is ‘GlobalWebIndex Q2-Q3 2017’ and the Base is ‘Internet users
aged 16-64’. Where data appears from previous years, it is an average
across all waves conducted throughout that year. All indexes presented
in this report are against the global average among internet users aged
16-64.
DISCOVER OUR DATA ON OUR PLATFORM
Each chart in this report contains a hyperlink that will bring
you straight to the relevant question on our Platform,
where you can investigate all data by demographics, over
time and among custom audiences.
CLICK TO EXPLORE FURTHER
Our full set of questions/data-points
Our other reports and infographics
Explanations of Segmentations or methodology
Understanding this Report
EUROPE REGION REPORT Q4 2017
Sample for2017* Q2-Q3 2017
Belgium5,000 2,531
France9,000 4,530
Germany9,000 4,588
Ireland5,000 2,550
Italy9,000 4,544
Netherlands5,000 2,517
Poland5,000 2,522
Sample for2017* Q2-Q3 2017
Portugal5,000 2,645
Russia9,000 4,555
Spain9,000 4,548
Sweden5,000 2,519
Turkey6,000 3,021
UK31,000 15,775
*
rounded sample sizes
PROFILING INTERNET USERS
LIFESTYLE SEGMENTATION
% who fall into the following segments*
TOP 10 INTERESTS
% who say they are strongly interested in the following
%Index
Film / movies60%1.16
Music56%1.07
Books / reading48%1.17
Food / restaurants / cooking46%1.04
Television 45%1.15
Travel and exploring new places44%1.19
News / current affairs 43%1.13
Science and technology38%1.04
Personal healthcare37%1.20
Health and fitness35%0.97
*For more information about how these segments are defined, please download this document。。。。。。。。。