France Online: Where Brand Matters

France Online: Where Brand Matters

Countries covered: France

Ranked by number of Internet users, France is one of the world’s top 10 countries—it is also one of the most brand-conscious. Both consumers and marketers seem peculiarly sensitive to the power of brands, online and off.

The France Online report analyzes how the country’s infatuation with brands is reflected in ingenious digital strategies.

Some French sites, capitalizing on consumers' attachment to brands, offer Web users a single access point for information on thousands of brands and their promotions, as well as the chance to vote for their favorite products or share their brand preferences with friends.

But brands themselves are facing difficult choices during the economic crisis.

Many well-known brands are shifting their marketing emphasis, aiming to make life easier for consumers and provide added value at a time when individual and household budgets are stretched. And brands that do not sell online are developing new digital approaches that drive customers to brick-and-mortar stores.



Key questions the “France Online” report answers:

How are French marketers using the Internet to encourage consumer dialogue?
What do French consumers expect of brands online?
How do Internet users in France engage with luxury brand Websites?
What new strategies are French marketers using to inform and motivate their audiences?
And many others…

Executive Summary
Information that Internet Users in France Look for on Brand Websites, December 2008-January 2009 (% of respondents)
Key Questions
The eMarketer View
Internet Usage Summary
Top 10 Countries, Ranked by Internet Users*, 2008-2013 (millions)
Internet Users and Penetration in Select Countries in Europe, 2008-2013 (millions and % of population)
Average Web Usage Among At-Home and At-Work Internet Users in France, March 2009
Multibrand Websites
Brands as Facilitators
The Consumer Viewpoint
Amount of Influence that Select Marketing Tools Have on Buying Behavior According to Internet Users in France, April-May 2008 (scale of 1-10*)
Information that Internet Users in France Look for on Brand Websites, December 2008-January 2009 (% of respondents)
Services that Internet Users in France Want to See on Brand Websites, December 2008-January 2009 (% of respondents)
Luxury Brands
Types of Luxury Product Websites Visited by Internet Users in France, December 2008-January 2009 (% of respondents)
Types of Luxury Products Bought Online by Internet Users in France, December 2008-January 2009 (% of respondents)
Case Studies
Yves Rocher
M&M’s
L’Oréal
Conclusions
Endnotes
103306
Average Web Usage Among At-Home and At-Work Internet Users in France, March 2009
Related Information and Links
Related Links
Contact
Report Contributors