A recent international study (RetailMeNot) has been conducted across four of our European markets including UK, France, Netherlands and Spain. This study 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. 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.
Click here to read more about how an online beauty retailer increased its visibility and encouraged LU users to take action in the competitive Christmas marketplace.
As seen on exterionmedia.com