Export Business Map

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All other company and product names may be trademarks of the respective companies with which they are associated.
Export Business Map
For entrepreneurs from Belgium and Luxembourg
Enter new markets successfully by making the most out of the Web
Preface
The Web has become an important part of the daily lives of many people around the world. By the
end of this decade we estimate that over 5 billion people will be online globally, using many different
devices and screens to access the Internet. Today, there are already more than 2.7 billion customers
who are just a single click away from your business.
Businesses across the globe are growing rapidly because of the Internet. In Belgium and Luxembourg,
e-commerce grew 26% in 2013 compared to 2012. For businesses looking for new growth opportunities,
being online and present outside of their domestic market is a key strategy.
However, a significant number of small and medium-sized businesses (KMO-PME) have not yet taken
advantage of this opportunity. For businesses operating in smaller markets in particular, export can
be the biggest opportunity to grow and that’s exactly where online marketing can help. The Internet
has removed many traditional barriers to international trade and allows the world to be your market.
This publication gives you an overview of the 12 most important export markets for Belgium and
Luxembourg. It also provides you with specific market insights such as: size of the overall and online
population, search behaviour, use of mobile devices and social media. Other useful information such
as public holidays and important local dates are also incorporated in this publication. We hope these
insights will help you discover your export opportunities.
The Internet has brought many customers across the globe within your reach.
Visit google.com/ads/global and discover our online tools to help make the Web work for your business.
Thierry Geerts
Country Director Google Belgium
SOURCES:
Be-Commerce, 2014
TagRank
SEASONALIty cALENdAr
GErMANy
StAtIStIcS
Germany
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Power of Recommendations
of Internet users [10]
hours online per
Internet user per day [11]
81.8
million [1]
49%
male
Local
80%
51%
female
BIM
[2]
Tech
SEArch ANd dISPLAy
s
oliday
ter H
Win
Automobile
Web Searches
s Eve
Year’
New
31
Co
rp
us
ti
ris
Ch
M
ot
he
Christi
pus
Cor
Summe
r Ho
lida
ys
ve
1A
ll S
ai
No
er
temb
Sep
Autum
n Br
eak
Oktobe
rfes
t
t
us
Summe
r Sa
le
l
Schoo
Octob
er
July
3 Day of G
erm
an U
nit
y
Au
t
t
tecos
Pen
rfest
tobe
Ok
er
m
June
Au
g
le
Sa
er
Su
m
y
k to
Bac
1.3
As
ce
n
io
ns
t
os
ec
ng
Su
m
m
s
ay
id
ol
H
Pe
nt
Su
m
m
er
*
m
co
56%
M
a
86%
32%
41%
of smartphone users
are active on social
media on a daily basis [9]
13%
of Internet users
purchased online after
a recommendation
on social media [12]
MOrE FActS
dr
1
M
a
Ga
m
es
y
Da
*bauma – Engineering Vehicles and Tools Fair, Munich
*Buchmesse – International Book Fair, Frankfurt
*CeBIT – International Computer Expo, Hanover
*drupa – Print Media Fair, Düsseldorf
*Gamescom – Interactive Games and Entertainment Fair, Cologne
*IAA – International Motor Show, Hanover
*IFA – Consumer Electronics and Home Appliances Trade Show, Berlin
40%
SOcIAL
baum
a*
Easte
r
April
Sp
ri
IFA*
er
East
ch
Mar
DE
IT*
CeB
IAA*
82%
y
W
r
te
in
IAA*
Fe
br
of Internet users [6]
3.3
MOBILE
a*
up
n
um
W
in
te
y
Da
e’s
tin
Janua
ry
Va
le
n
45%
al
iv
Winter
Sale
Ca
rn
ry
ua
r
be
m
ber
cem
De
14
e
al
rS
y
Da
s’
nt
las Day
icho
t. N
6S
1 New Y
ear’s
Da
y
of purchasers did
research online before
purchasing [5]
y
Da
r’s
Markets
mas
rist
h
C
Reach of Google
Display Network
60%
as
hristm
26 C
24 –
Buchm
esse
*
82%
71% consider price the
most important factor [13]
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
67%
consider high
shipping costs as an obstacle
for an online purchase [13]
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] OurMobilePlanet, 2013
[10] eMarketer, May 2014
[11] eMarketer, February 2014
[12] eMarketer, August 2013
[13] eMarketer, October 2011
59% of online shoppers
find an easy, quick, and intuitive
checkout important [13]
SEASONALIty cALENdAr
FrANcE
StAtIStIcS
france
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Power of Recommendations
of Internet users [10]
hours online per
Internet user per day [11]
63.7
million [1]
49%
male
Local
77%
70%
51%
female
Tech
[2]
SEArch ANd dISPLAy
Web Searches
Winte
r Sa
le
s Eve
Year’
New
1
3
La
bo
8V
ict
or
y
1
As
ce
n
on
si
y
Da
y*
Da
ay
it Mond
– Wh
Sale
mer
Sum
ve
1A
ll S
ai
No
t
us
er
temb
Sep
on
as
Se
W
ed
di
ng
eak School Su
m
mer Br
m
er B
Sum
rea
ool
k
Sch
t
cos
nte
Pe
11
Ar
m
is
Octob
er
eason Wedding S
ng S
eas
ddi
on
We
31 Hallo
wee
n
Au
t
July
ason
ng Se
ddi
We
er
m
June
Au
g
k
ea
Br
er
m
97%
26%
1.7
42%
of smartphone users
are active on social
media on a daily basis [9]
7%
of Internet users
purchased online after
a recommendation
on social media [12]
29
E
e
op
ur
on
as
Se
Fashion
Wee
kP
ari
s
42%
in
y
Da
ur
Su
m
y
Sc
h
oo
lS
um
15
n
io
M
ot
he
y
Da
r’s
ng
ris
eek Pa
nW
hio
s
a
F
W
ed
di
ng
52%
M
a
As
s
um
pt
Summ
er S
ale
14 Fête Nati
onale
F
r
anç
ais
e*
ay
er’s D
Fath
MOrE FActS
3rd
56% when purchasing online
of respondents are influenced by their trust in the retailer
37% when buying online
of respondents are influenced by trusting the retailer when
37% buying online of respondents are influenced by discounts or sales
market in Europe in terms of
B2c e-commerce sales [13]
de
ête
21 F
sique*
la Mu
*Armistice Day – Celebration of the cessation of World War I hostilities on the Western Front.
*Fête de la Musique – Music festival also known as World Music Day.
*Fête Nationale Française – Bastille Day – Celebration of French culture.
*Victory in Europe Day – Holiday to celebrate the end of World War II.
78%
SOcIAL
Sp
ri
y
ar
M
f
o
Easte
r
April
l
Schoo
nival
Car
ch
Mar
FR
er
East
r
te
in
k to
Bac
W
of Internet users [6]
3.2
MOBILE
aris
eek P
nW
hio
Fas
n
um
Fe
br
ris
Pa
Janua
ry
Ca
r
ry
ua
r
be
m
ber
cem
De
14
Va
len
t
W
61%
k
ee
er Break 1 New Year
Wint
’s D
ool
ay
Sch
y
Da
e’s
in
y
Da
s’
nt
Fa
sh
io
n
6 Epip
han
y
of purchasers did
research online before
purchasing [5]
W
in
te
r
l
va
ni
e
tic
y*
Da
59%
School W
inter
Bre
ak
le
Sa
stmas
Chri
25
Reach of Google
Display Network
[13]
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] OurMobilePlanet, 2013
[10] eMarketer, May 2014
[11] eMarketer, February 2014
[12] eMarketer, 2013
[13] eMarketer, June 2013
SEASONALIty cALENdAr
NEthErLANdS
StAtIStIcS
netherlands
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
16.8
million [1]
50%
male
Local
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
93%
50%
74.6%
female
Tech
[2]
SEArch ANd dISPLAy
Web Searches
reak
ter B
Win
60%
’s Eve
Year
New
1
3
Fe
br
er
m
June
y
ion Da
ens
Asc
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Social Network Users
of Internet users [10]
hours online per
Internet user per day [11]
52%
1.3
5
onday
ay/M
und
it S
Wh
t
us
of population [8]
Lib
er
a
y
Da
Su
m
y
y
Da
er
temb
Sep
Smartphone Purchasing
M
ot
he
y
da
on
/M
ay
ng
Au
g
July
Summe
r Sa
le
le
Sa
er
Mobile Internet
76%
W
h
i
tS
un
d
on
o
ck t
Ba
Smartphone Penetration
91%
18%
SOcIAL
As
ce
ns
i
M
a
Su
m
m
ak
re
B
r
27 King
’s Da
y*
Easte
r
Sp
ri
S
u
m
m
e
Summe
r Br
eak
s Day
her’
Fat
*Kings Day – From 2014 onwards the name is to be changed from Queen‘s Day to King‘s Day. The date has also
changed from 30 April to 27 April, which is the birthay of Willem-Alexander, the King of the Netherlands.
Mobile Penetration
of Internet users [6]
MOBILE
er
East
April
NL
68%
of Internet users [7]
82%
ch
Mar
Octob
er
Au
t
W
y
Da
r’s
No
ve
n
um
W
in
te
e
al
rS
School
Janua
ry
r
te
in
Autum
n Br
eak
4 Wor
Anima ld
l Da
y
Ca
r
y
Da
e’s
in
Winter
Sale
Va
le
nt
ry
ua
r
be
m
ber
cem
De
14
l
va
ni
las Day
icho
t. N
5S
1 New Y
ear’s
Da
y
YouTube Reach
>90%
of purchasers did
research online before
purchasing [5]
n
tio
as
hristm
26 C
25–
Reach of Google
Display Network
55%
of smartphone users
are active on social
media on a daily basis [9]
No. 1
in Europe [9]
MOrE FActS
2nd in Europe with an average of 269.5 online videos watched per viewer per month SOURCES:
[1] IMF, 2013
[2] CBS, 2013
[3] CCB, 2013
[4] eMarketer, January 2014
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] eMarketer, June 2014
[9] OurMobilePlanet, 2013
[10] eMarketer, May 2014
[11] eMarketer, February 2014
[12] comScore, August 2013
[12]
SEASONALIty cALENdAr
United KinGdom
uNItEd KINGdOM
StAtIStIcS
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Brands
of Internet users [10]
hours online per
Internet user per day [10]
63.8
million [1]
50%
male
Local
84%
50%
85%
female
Tech
[2]
SEArch ANd dISPLAy
64%
Break
inter
ol W
o
h
Sc
of purchasers did
research online before
purchasing [5]
y
ing Da
Box
26
Sp
rin
g
He
r
No
ve
1A
ll S
ai
31 Hall
owe
en
Octob
er
ay
lid
Ho
July
ason Wedding S
ng Se
eas
ddi
on
We
s Day
her’
Fat
g
t
us
er
June
Au
g
W
ed
di
n
Summ
er B
rea
k
School
62%
1.6
Ba
n
k
Zo
m
y
on
as
Se
o
ck t
Ba
er
temb
Sep
Ea
rly
ay
M
e
nt
on
as
Se
W
ed
di
ng
ak
re
B
r
Easte
r
April
er
East
ch
Mar
Day
her’s
Mot
80%
66%
M
a
S
u
m
m
e
nk
of Internet users [6]
91%
39%
53%
of smartphone users
are active on social
media on a daily basis [9]
19%
of Internet users
follow brands on
social media [11]
MOrE FActS
Su
m
m
er
Ba
77%
consider price
the most important aspect
of buying online [11]
*London Fashion Week – Apparel trade show held in London twice a year. Considered one of the
“Big Four” fashion weeks worldwide.
4.8
SOcIAL
Le
on*
k Lond
Wee
ion
h
s
Fa
Fe
br
64%
MOBILE
y
ick’s Da
Patr
St.
17
W
i
t
fs
Fa
sh
io
n
er
nt
ay
lid
Ho
Janua
ry
ry
ua
r
be
m
ber
cem
De
14
Va
le
nt
k*
ee
W
y
Da
s’
nt
1 New Y
ear’
sD
ay
y
Da
e’s
in
istmas
Chr
25
Reach of Google
Display Network
Web Searches
Eve
ear ’s
ew Y
N
1
3
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
58% consider easy website No. 1 in Europe with an
navigation an important factor
when making a purchase online [11]
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] OurMobilePlanet, 2013
[10] eMarketer, February 2014
[11] eMarketer, 2013
[12] comScore, August 2013
average of 323.6 online videos
watched per viewer per month [12]
SEASONALIty cALENdAr
United states of america
uNItEd StAtES OF AMErIcA
StAtIStIcS
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>95%
of Internet users [7]
of time spent online [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Profile
Social Media on
Smartphone
Engagement
316.5
million [1]
49%
male
Local
85%
73%
51%
female
Tech
[2]
5C
in
co
Au
t
No
ve
Ho
lid
ay
o*
ay
M
eason Wedding S
ng S
eas
ddi
on
We
Break
mer
Sum
s Day
her’
Fat
t
us
er
m
Octob
er
er
temb
Sep
56%
52%
of social media users
are 35–64 years old [11]
M
em
ay
lD
ia
or
1A
ll S
ai
10%
92%
46%
53%
of smartphone users
are active on social
media on a daily basis [9]
72%
of businesses use
social media [6]
MOrE FActS
Key languages:
W
ed
di
ng
Su
m
m
e
Summe
r Br
eak
4 Indep
e
n
d
enc
eD
ay
82% English
10% Spanish [12]
*Black Friday – The day after Thanksgiving is usually a popular shopping day.
*Cinco de Mayo – Celebration of Mexican heritage and pride held on the fifth of May.
*Cyber Monday – Held on the Monday immediately following Black Friday. Created by companies to
persuade consumers to shop online.
*Mardi Gras – Carnival celebrations beginning on or after Epiphany and culminating on the day before
Ash Wednesday.
*Thanksgiving – Holiday to give thanks for the food collected at the end of the harvest season. Held on
the fourth Thursday of November.
84%
of Internet users [6]
26
de
y
Da
r’s
July
Au
g
on
as
Se
68%
of Internet users [10]
M
ot
he
June
o
ck t
Ba
Easte
r
Social Media Users
W
ed
di
ng
ak
re
rB
of purchasers did
research online before
purchasing [5]
Reach of Google
Display Network
SOcIAL
M
a
on
as
Se
Th
an
ks
48%
78%
Sp
ri
Su
m
F
Web Searches
MOBILE
er
East
ras*
rdi G
Ma
13 Colum
bus
Da
y
W
April
School
Fe
br
ch
Mar
31 Hal
lowe
en
n
um
M
ar
di
r
te
in
ek NY
n We
hio
Fas
Janua
ry
*
as
Gr
r
be
m
ber
cem
De
ar
Ye
on
as
Se
Ch
in
es
e
Holiday
Sea
son
ry
ua
ay
our D
Lab
son
y Sea
lida
Ho
14
Va
le
nt
i
ew
N
y
Da
s’
nt
Chinese
New
Yea
r
y
Cy
be
r
h
nuka
Cha
y
Da
’s
ne
*
ng
vi
gi
Su
pe
r
l
w
Bo
y
da
on
M
Fa
sh
io
n
1 New Y
ear’s
Day
Pr
es
id
e
NY
Bl
ac
k
mas
hrist
25 C
Luth
er K
ing
Da
y
ng
ay
rid
20 Martin
k
ee
W
11
s Eve
Year’
New
31
ay
sD
n
a
y
Da
’s
nt
Ve
te
r
SEArch ANd dISPLAy
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
56%
of Internet users state
that product deals and discounts
are the leading influence on digital
purchasing decisions [13]
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, 2013
[8] comScore, December 2012
[9] OurMobilePlanet, 2013
[10] eMarketer, February 2014
[11] eMarketer, April 2014
[12] CIA: The World Factbook, July 2013
[13] eMarketer, June 2013
The ability to compare prices
is the most important reason for
Internet users to shop online
rather than in-store [13]
SEASONALIty cALENdAr
ItALy
StAtIStIcS
italy
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Power of Recommendations
of Internet users [10]
hours online per
Internet user per day [11]
61
million [1]
48%
male
Local
32%
52%
female
Tech
[2]
SEArch ANd dISPLAy
Eve
ear’s
ew Y
N
31
Day
hen’s
Step
St.
6
2
1L
ab
o
y
Da
’s
ve
1A
ll S
ai
No
Au
t
July
eason Wedding Se
ng S
aso
ddi
n
We
Break
mer
Sum
ay
blic D
epu
2R
er
temb
Sep
t
us
W
ed
di
n
Summ
er B
rea
k
Summ
er S
ale
School
Octob
er
ason Fashion Wee
ng Se
kM
ilan
ddi
*
We
er
m
June
Au
g
g
on
as
Se
on
as
Se
Su
m
y
k to
Bac
81%
of Internet users [6]
41%
61%
2.0
90%
30%
55%
of smartphone users
are active on social
media on a daily basis [9]
23%
of Internet users
purchased online after
a recommendation
on social media [12]
MOrE FActS
66%
Su
m
m
Su
m
m
15
Fe
rr
consider price the most important aspect
of buying online [13]
*Fashion Week Milan – Held semi-annually in Milan. Part of the “Big Four” worldwide Fashion weeks.
*Ferragosto – Italian holiday to commemorate the Assumption of the Blessed Virgin Mary.
2.4
SOcIAL
M
ot
he
r
y
Da
ur
ng
k
ea
Br
r
e
W
ed
di
ng
M
a
le
Sa
er
25 Liber
ation
Day
Easte
r
April
Sp
ri
Sale
mer
Sum
Day
er’s
Fath
ival
Carn
er
East
ch
Mar
IT
ale
ter S
Win
W
ilan*
eek M
nW
hio
Fas
Fe
br
67%
MOBILE
y
Da
e’s
in
n
um
14
Va
le
nt
W
Reach of Google
Display Network
n*
ila
M
Janua
ry
Ca
rn
W
in
te
of purchasers did
research online before
purchasing [5]
e
al
rS
1 New Y
ear’
sD
ay
56%
k
ee
Winte
r Sa
le
r
te
in
*
to
os
g
a
Fa
sh
io
n
ry
ua
b
m
ber
cem
De
Winte
r Bre
ak
al
iv
s
istma
Chr
25
ulate
mac
8 Imnception
Co
y
Da
s’
nt
er
Web Searches
6 Epip
han
y
reak
ter B
Win
n*
k Mila
Wee
ion
h
s
Fa
71%
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] OurMobilePlanet, 2013
35%
consider ease and speed important aspects of
the online checkout process [13]
[10] eMarketer, May 2014
[11] eMarketer, February 2014
[12] eMarketer, 2013
[13] comScore, 2013
SEASONALIty cALENdAr
SPAIN
StAtIStIcS
spain
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [4]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Power of Recommendations
of Internet users [10]
hours online per
Internet user per day [11]
46.1
million [1]
49%
male
Local
76%
43%
51%
female
Tech
[2]
SEArch ANd dISPLAy
’s Eve
Year
New
1
3
mas
hrist
25 C
nception
te Co
cula
ma
m
8I
Web Searches
6 Epip
han
y
56%
Winte
r Sa
le
of purchasers did
research online before
purchasing [5]
Winter
Holi
day
s
y
Da
r’s
ve
Octob
er
er
temb
Sep
School
t
us
of Internet users [6]
85%
55%
3.2
93%
25%
SOcIAL
56%
1.5
st
teco
Pen
12 Natio
nal
Da
y
Au
t
Juan
San
o
ck t
Ba
er
m
June
Au
g
July
6–14 Pam
plon
a*
Summe
r Ho
lida
y
a*
tin
Su
m
y
ay
id
ol
H
1L
ab
o
To
m
a
Su
m
m
er
15
n
io
M
ot
he
y
Da
ur
ng
y
Holida
mer
Sum
Good
Frid
ay
Easte
r
April
M
a
y
ar
M
f
o
ia*
alenc
as V
Fall
ay*
ph’s D
Jose
St.
19
ch
Mar
Sp
ri
As
s
um
pt
Summ
er S
ale
*St. Joseph’s Day – Also Father’s Day
*Fallas Valencia – Traditional Festival
*Pamplona – Running of the Bulls in honour of San Fermin
*Tomatina – Tomato Festival in Buñol, Valencia
er
East
r
te
in
ES
day
d Fri
Goo
W
l
va
ni
n
um
59%
MOBILE
y
Da
e’s
in
Fe
br
r
be
m
Ca
r
ry
ua
1A
ll S
ai
No
ion Day 1 New Year
titut
’s D
ons
ay
6C
14
y
r
J
a
e
Va
n
a
b
u
m
ary
D
le
ece
s’
nt
D
t
n
Reach of Google
Display Network
27%
58%
of smartphone users
are active on social
media on a daily basis [9]
MOrE FActS
74% Castilian Spanish (official), 17% Catalan, 7% Galician and 2% Basque SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] OurMobilePlanet, 2013
[10] eMarketer, May 2014
[11] eMarketer, February 2014
[12] eMarketer, 2013
[13] CIA: The World Factbook, July 2013
[12]
of Internet users
purchased online after
a recommendation
on social media [12]
SEASONALIty cALENdAr
INdIA
StAtIStIcS
india
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
1.27
billion [1]
52%
male
Local
Internet Penetration
Online Purchase
of population [2]
of Internet users [2]
13%
23%
48%
female
Tech
[1]
SEArch ANd dISPLAy
Web Searches
20%
k to
Bac
No
ve
Ba
li
P
Di
w
Octob
er
er
temb
Sep
Monso
on*
*
tr
Fi
t
us
n*
nsoo
Mo
Diwa
li
Au
t
l
Schoo
Mons
oon
*
Id
u’
l
M
on
s
15
Bali Pa
dyam
i
of Internet users [5]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [6]
of mobile phone users [6]
of mobile phone users
have a mobile
Internet connection [6]
of users made a
purchase with their
smartphone [7]
Social Media Users
Social Media Users
Google+ Active Users
of Internet users [8]
globally with
114.8 million [8]
of Internet users [9]
of Internet users [4]
43%
14%
23%
39%
SOcIAL
59%
No. 2
36%
n*
nsoo
Mo
Idu’l F
itr*
Forum
etail
ia R
d
n
I
er
m
eak
er Br
mm
Su
July
n*
oo
June
Au
g
y
Da
ak
re
rB
i/
aturth
h Ch
th*
nes a Chatur
a
k
G
aya
n
i
V
Su
m
y
ri Id*
Bak
ng
e
nc
de
M
ay
In
d
ep
en
Kr
ish
na
i*
am
ht
s
a
m
1
Ja
n
i/
th i*
ur rth
t
ha atu
h
S
u
m
m
e
M
a
Gudi P
adv
a*
Good
Frid
ay
Summe
r Br
eak
April
Sp
ri
G
Vi ane
na s
y
ak h C
a
C
*Lakme Fashion Week – Premier fashion event in India.
*Gudi Padva – Hindu new year
*Idu’l Fitr – Feast of breaking the fast
*Krishna Janmashtam – Commemoration of the birth of Krishna
*Ganesh Chaturthi – Birthday of Lord Ganesha, the god of wisdom
*Bakri Id – Festival of the sacrifice
*Dusshera – Victory of truth over evil
*Monsoon – Rainy season
Holi
ch
Mar
IN
52%
MOBILE
va*
i Pad
Gud
W
N
e
Lakm eek*
W
hion
Fas
n
um
Fe
br
M
ar
d
r
te
in
2 Mahatm
a Gan
dhi’
s Bi
rth
da
y
Bakri
Id*
Janua
ry
ar
Ye
r
be
m
ber
cem
De
y
Da
25
Ch
in
es
e
s*
ra
iG
i
m
ya
ad
1 New Y
ear’
sD
ay
ew
i
al
as Day
istm
Chr
YouTube Reach
>90%
of purchasers did
research online before
purchasing [3]
ry
ua
Duss
hera
*
14 Makar
aS
Milad-u amkra
n-N
abi nti
Reach of Google
Display Network
MOrE FActS
30% of smartphone users research products
via their smartphone before making a purchase [10]
SOURCES:
[1] IndiaOnlinePages, 2014
[2] eMarketer, 2013
[3] eMarketer, June 2013
[4] comScore, December 2012
[5] Google Global Business Map, 2012
[6] eMarketer, December 2013
[7] eMarketer, May 2013
[8] eMarketer, November 2013
[9] GlobalWebIndex, February 2014
[10] Yahoo! and Mindshare, December 2013
[11] Jana survey. May 2014
27%
of India’s Twitter users follow a
company or brand [11]
SEASONALIty cALENdAr
chINA
StAtIStIcS
china
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
Google Display Network
Time on Google Sites
of Internet users [6]
billion impressions
per day [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [9]
of population [10]
of smartphone owners are
online on a daily basis [10]
of users made a
purchase with their
smartphone [10]
Network Ranking
Social Media on
Smartphone
Power of Recommendations
1.36
billion [1]
51%
male
Local
49%
49%
49%
female
BIM
[2]
Tech
SEArch ANd dISPLAy
Finance
Search Traffic
30 Sprin
g Fes
tiva
l Ev
e
Google is the
3rd
Annua
l Bon
us
56%
Tencent QZone
(526M users)
Tencent Weibo
(310M users)
Sina Weibo
(250M users) [12]
of Internet users [11]
4
Yo
u
1–
3
La
b
ay
rD
ou
th
y
Da
l*
iva
st
Fe
at
arch
s Se
Job
July
Au
t
No
ve
er
temb
Sep
er
m
June
1 Nation
al D
ay
Octob
er
Su
m
y
t
us
Social Media Users
Bo
h
rc
ea
ng
Au
g
al*
iv
st
Qingm
i
n
g
Fest
iva
l*
School
47%
93%
69%
SOcIAL
Dr
ag
on
Jo
bs
S
M
a
Qi
xi
Fe
estival*
oat F
nB
ago
Dr
Day
ren’s
hild
1C
*Qingming Festival – Traditional Chinese festival on the 104th day after the winter solstice. Serves as
both a solar term and a Chinese traditional festival, and it signifies the fact that the days are becoming
warm and bright.
*Dragon Boat Festival – Occurs on the fifth day of the fifth month of the lunar calendar. Activities consist
of eating Zongzi, drinking Realgar wine and racing dragon boats.
*Qixi Festival – Falls on the seventh day of the seventh lunar month of the Chinese calendar. Girls
traditionally demonstrate their domestic arts and make wishes for a good husband.
*Mid-Autumn Festival – Falls on the 15th day of the eighth lunar month of the Chinese calendar. It is a
time for family reunion.
Jobs Se
arch
April
o
ck t
Ba
ch
Mar
Sp
ri
estival*
mn F
utu
d-A
i
M
77%
n’s Day
ome
8W
r
te
in
CN
y
Da
e’s
in
W
3.1
MOBILE
ar
Ye
n
um
ew
N
Fe
br
ry
ua
r
be
m
ber
cem
De
14
Va
Chinese N
le
ew Y
nt
ear
Ch
Janua
ine
ry
se
6
>90%
largest search engine
in China [5]
1 New Y
ear’s
Da
y
istmas
Chr
25
Reach of Google
Display Network
50%
of smartphone users
are active on social
media on a daily basis [10]
44%
of Internet users
purchased online after
a recommendation
on social media [13]
MOrE FActS
there are two chinese
language types:
Simplified Chinese (Mandarin)
used on mainland China
and traditional Chinese used
in Hong Kong and Taiwan
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, March 2014
Most chinese festivals
are based on the Chinese lunar
calendar, which means the
dates on the Gregorian calendar,
will change year by year
[5] CNNIC 2011, Search Engine Report
[6] Google Global Business Map, 2012
[7] comScore, June 2011
[8] comScore, 2013
[9] eMarketer, December 2013
[10] OurMobilePlanet, 2013
[11] eMarketer, November 2013
[12] eMarketer, February 2012
[13] eMarketer, August 2013
you need to make sure your
website is accessible in China.
You can find many tools online
to check the accessability of
your website behind China’s
national firewall
SEASONALIty cALENdAr
POLANd
StAtIStIcS
poland
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
YouTube Reach
Time on Google Sites
>90%
of Internet users [7]
hours per visitor
per month [8]
Mobile Penetration
Smartphone Penetration
Mobile Internet
Smartphone Purchasing
of population [9]
of population [10]
of smartphone owners are
online on a daily basis [10]
of users made a
purchase with their
smartphone [10]
Time on Social Media
Social Media on
Smartphone
Network Ranking
38.5
million [1]
48%
male
Local
Tech
Eve
ear’s
ew Y
N
31
of purchasers did
research online before
purchasing [5]
6 Epip
han
y
Au
t
Octob
er
er
East
ch
Mar
1L
ab
o
of Internet users [4]
er
m
Su
m
y
on
as
Se
June
t
us
1.6
hours online per
Internet user per day [11]
26
3C
o
ns
tit
M
ot
h
C
o
rp
us
y
Da
g
ng
Au
g
July
ason Wedding S
ng Se
eas
ddi
on
We
Sale
mer
Sum
nday
it Su
Wh
r’s Day
athe
23 F
ti
Chris
pus
Cor
g
68%
W
ed
di
n
on
as
Se
Easte
r
April
er
temb
Sep
ason
ng Se
ddi
We
35%
82%
28%
SOcIAL
Social Media Users
M
a
W
ed
di
n
Summ
er S
ale
Summ
er B
rea
k
n
io
35%
ti
ris
Ch
No
ve
W
y
Da
's
er
Ch
ris
tm
a
n
um
n
io
ut
1A
ll S
ai
eb
r
y
Da
e’s
in
r
be
m
Sp
ri
y
ar
M
of
of Internet users [6]
4.3
MOBILE
r
te
in
School
69%
W
i
nt
er
arkets 1 New Yea
as M
r’s D
Sc
stm
i
a
r
h
y
Ch
14
s
t
Janua
Va
ke
mber
e
r
l
c
y
ar
e
nt
De
sM
F
y
Da
s’
t
n
ry
ua
k to
Bac
female
Reach of Google
Display Network
69%
Winte
r Sal
e
ak
re
lB
oo
11
las Day
icho
t. N
6S
Web Searches
Winte
r Bre
ak
y
Da
ur
In
de
pe
n
s
oliday
ter H
Win
15
A
s
su
m
pt
k
ea
Br
52%
SEArch ANd dISPLAy
stmas
Chri
25
y
Da
49%
[2]
g Day
oxin
26 B
e
nc
de
78%
37%
of smartphone users
are active on social
media on a daily basis [10]
46% Nasza Klasa
40% YouTube
13% Facebook [12]
MOrE FActS
95%
Make sure the content on
your Polish site is as robust
as on your English site.
prefer websites in Polish
47%
never browse or buy from
a foreign-language website [13]
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, December 2013
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] comScore, 2012
[9] eMarketer, 2013
[10] OurMobilePlanet, 2013
[11] eMarketer, February 2014
[12] eMarketer, March 2013
[13] EuroBarometer, 2011
Take advantage of the low
competition in this new market
by focusing on broad keywords
to generate traffic at low CPCs
Su
m
m
er
SEASONALIty cALENdAr
ruSSIA
StAtIStIcS
rUssia
OVErVIEW
Demographic Profile
Population
Retail
Dates change each year
Travel
Bank holiday
141.4
million [1]
46%
male
Local
Internet Penetration
Online Purchase
of population [3]
of Internet users [4]
58%
40%
54%
female
Tech
[2]
SEArch ANd dISPLAy
Web Searches
70%
Winte
r Sa
le
Holi
day
s*
Vi
ct
H
w
co
os
M
)
(IT
4U
ni
Au
t
No
ve
Octob
er
y
Da
ur
er
m
June
eak
er Br
mm
Su
July
Summe
r Br
eak
t
us
Mobile Internet
Smartphone Purchasing
of population [8]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Time on Social Media
Social Media on
Smartphone
Power of Recommendations
of Internet users [10]
hours online per
Internet user per day [4]
78%
36%
86%
1.7
Co
m
m
s
ay
id
ol
Su
m
y
er
temb
Sep
Smartphone Penetration
Ex
po
M
ay
y
Da
ng
Au
g
Shoes/L
eath
er F
air
Mobile Penetration
78%
9
S
u
m
m
e
y
sia Da
Rus
12
son
g Sea
ddin
We
Parties
tion
dua
Gra
*New Year Holidays – In addition to New Year’s Day on 1 January, 2–5 January are public holidays too.
*Men’s Day – Defender of Fatherland day. A day that celebrates manhood and the armed forces of Russia.
*Maslenitsa – Folk holiday
of Internet users [7]
of Internet users [6]
39%
SOcIAL
1L
ab
o
M
a
ak
re
rB
Sp
ri
ason Wedding S
ng Se
eas
ddi
on
We
Real Est
ate
Fai
r
April
School
ch
Mar
RU
itsa*
slen
Ma
W
85%
MOBILE
air
avel F
T Tr
MT
Fe
br
n’s Day
ome
8W
n
um
14
Va
le
nt
r
te
in
k to
Bac
Janua
ry
ry
ua
r
be
m
ber
cem
De
y
Da
e’s
in
ty
y
Da
23
M
en
y*
Da
’s
Eve 7 Orthod
ox X
Year’s
ma
New
s
31
YouTube Reach
>80%
of purchasers did
research online before
purchasing [5]
y
or
New Yea
r
Reach of Google
Display Network
52%
of smartphone users
are active on social
media on a daily basis [9]
35%
of Internet users
purchased online after
a recommendation
on social media [11]
MOrE FActS
russian is the
most spoken
language worldwide
you can also target:
Ukraine, Belarus, Kazakhstan,
Kyrgyzstan, Tajikistan, Moldova,
Latvia, the USA and Germany
5th
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] eMarketer, March 2014
Only 5%
of the population speaks English
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, Nielsen, 2013
[8] eMarketer, December 2013
[9] OurMobilePlanet, 2013
[10] eMarketer, November 2013
[11] eMarketer, August 2013
cyrillic
is the Russian alphabet.
Brand names can use both:
Cyrillic and Latin
SEASONALIty cALENdAr
SWItzErLANd
StAtIStIcS
switzerland
OVErVIEW
Population
Retail
Dates change each year
Travel
Bank holiday
Demographic Profile
8.1
million [1]
49%
male
Local
World E
cono
mic
For
um
Eve
ear’s
ew Y
N
1
3
ay
en’s D
teph
26 S
A
s
ce
ns
y
y
Da
1A
ll S
ai
No
ve
Au
t
Octob
er
Autumn
Bre
ak
er
temb
Sep
eason
ng S
ddi
We
t
tecos
Pen
ay
er’s D
Fath
e
Minut
Last
vel
Tra
t
us
er
m
Christi
pus
Cor
July
le
Sa
er
Smartphone Purchasing
of population [8]
of population [9]
of smartphone owners are
online on a daily basis [9]
of users made a
purchase with their
smartphone [9]
Social Media Users
Social Shopping
Social Media on
Smartphone
of Internet users [10]
of Internet users
shop via social media
platforms [11]
88%
54%
92%
13%
36%
43%
of smartphone
users are online on
a daily basis
Switzerland has four official
languages: German, French,
Italian and Romansh [12]
Switzerland has a GDP per
capita of $79,033, which is the
3rd highest within Europe [13]
Only 18% of Internet
users are comfortable buying
products from unfamiliar websites [14]
asel
Art B
r Start
este
Sem
Mobile Internet
MOrE FActS
M
a
y
Da
June
Au
g
Su
m
m
Summe
r Sa
le
on
as
Se
Smartphone Penetration
1
n
io
y
Da
r’s
Su
m
y
W
ed
di
ng
Weddin
g Se
aso
n
Summ
er B
rea
k
Trav
e
l
L
a
st M
inu
te
ak
re
B
r
Mobile Penetration
M
ot
he
S
u
m
m
e
e
ut
in
M
st
hours per visitor
per month [7]
Pe
nt
e
Tr
a
ve
lL
a
ay
id
ol
lH
W
ed
di
ng
Co
rp
us
ng
Option
to ch
an
health
insur ge
anc
e
Option
to ch
an
car ins
uran ge
ce
of Internet users [6]
72%
M
a
ange
to ch ce
n
tion
Op h insura
lt
a
e
h
ange
to ch
tion urance
Op
s
n
i
car
3.0
SOcIAL
Easte
r
Baselw
orld
Travel
Pea
k
April
Sp
ri
1N
a
tio
na
ol
ho
Sc
ch
Mar
eak
vel P
Tra
r
te
in
CH
er
East
W
Time on Google Sites
MOBILE
nival
Car
Fe
br
rld
elwo
Bas
n
um
Tr
av
e
eneva
lon G
o Sa
Aut
Janua
ry
y
Da
e’s
in
Se
m
es
t
ry
ua
b
m
ber
cem
De
14
Va
le
nt
Travel
Pea
k
female
>75%
of purchasers did
research online before
purchasing [5]
W
in
te
k
ea
lP
y
Da
s’
nt
er
Weddi
ng F
air
of Internet users [4]
57%
51%
Reach of Google
Display Network
60%
1 New Y
ear’s
Day
t
ar
St
er
las Day
icho
t. N
6S
Web Searches
Ski Wo
rld C
up
e
al
rS
reak
ter B
Win
of population [3]
87%
SEArch ANd dISPLAy
st
co
mas
hrist
25 C
Online Purchase
[2]
Winte
r Sal
e
r Cup
ngle
Spe
on
as
Se
Automobile
ti
ris
Ch
Tech
Internet Penetration
SOURCES:
[1] IMF, 2013
[2] CIA, 2013
[3] CCB, 2013
[4] New Media Watch, 2013
[5] Consumerbarometer, 2013
[6] Google Global Business Map, 2012
[7] comScore, 2012
[8] eMarketer, May 2012
[9] OurMobilePlanet, 2013
[10] SocialMediaSwitzerland, 2013
[11] eMarketer/PWC, 2013
[12] CIA: The World Factbook, July 2013
[13] International Monetary Fund, 2013
[14] Consumer Commerce Barometer, 2011
Ba
ck
to