The French spend a lot of time on the Internet consulting thousands of websites, downloading applications, going to social networks… But how often? What is the behavior of users? Their behavior in the buying process? If you want to impose yourself on a market where competition is increasingly fierce, don’t miss these key figures to adapt your digital marketing strategy…
The first figures to consider relate to the number of people using the internet in France. Of the 65.51 million of those living in France, nearly 61 million of them regularly go to the Internet, i.e. 1.5 million more than in 2021. The country also has about 53 million social network users, which represents 80.3% of the population and 3 million more than the previous year. The use of a smartphone has also become practically generalized, since almost 87% of people consulting the Internet do so by this means. In view of these figures, companies are able to adapt their sales strategies taking into account the size of this market.
In 2022, having a website has become an imperative for businesses, regardless of their size. Thereby 66% of VSEs and SMEs have a website, an interface now necessary to interact with customers and build loyalty. Remember though that in 2012 the number of websites was 1.83 billion.
Despite the fact that more and more French people are going online, there is still 32% entrepreneurs who feel that they do not benefit from having a website.
According 34% of entrepreneurs, creating a website could be too expensive for them. Prices vary according to the performance sought. The production can be free, as it can be paid (and reach up to more than 100,000 €) if the entrepreneur wishes to have a more elaborate site with different sections.
It is, however, interesting for entrepreneurs to take advantage of the fact that in 2022French Internet users are online for approximately 5 hrs 30 mins per day. This is slightly less than in 2021, but is still a figure to exploit when television only attracts them 3:19 a day.
The French spend more time on social networks. They went from 1 hr 41 mins to 1 hr 46 mins.
In this context, 60% of French people have an account on one or more of the existing social networks.
Related chat apps are used by 62% of French who have a cell phone.
The main smartphone users are a young audience between 18 and 24 years old. 98% of young people in this age group have their mobile.
Online shopping has been boosted during the period of confinement due to the coronavirus. In 2022, 62% of French people continue to shop online using their smartphone.
Close to 14 million French went to an online sales site to make a purchase.
Of all the people who bought online, 36% of them have subscribed to a home delivery service.
Contrary to what one might think, although smartphone users are more likely to buy online, those who do so from their PCs are more likely to make their purchases. Cart abandonment is higher on mobile, as it is 97% versus 70% on computer.
The influence of bloggers is well established. Thus, they have 63% more than user magazines.
Navigation comfort plays a key role for users. A page or site that is difficult to access will reduce its appeal. 70% of online businesses failbecause the ergonomics have not been treated.
The slow loading of a website can be prohibitive for 53% of visitors.
The purpose of a website for a company is to present its activities and encourage visitors to purchase. If it does not have a call to action or call-to-action (CTA), the operation could be doomed to failure. 70% of SME websites don’t have a CTA.
Before making a purchase, Internet users want to find out both about the company from which they are going to buy a product, and about the latter. 52% of them would therefore like to have a section “who we are” well detailed.
In addition, 64% of them want to obtain a telephone number, or a means allowing them to contact the company in order to make complaints or positive feedback concerning the product or service acquired if necessary.
86% of potential customers need to know in detail the product or service they are going to buy. They are 72% to rely as much on the opinions expressed by other Internet users as on those of word of mouth.
Conclusion
These figures are essential tools for marketers. The latter need to satisfy an increasingly demanding and increasingly well-informed clientele. If video marketing has not been mentioned, the fact remains that it is one of the most effective media since 66% of Internet users prefer to watch an online video rather than read a long text. explanation on a given product.
Sources: Alioze, letb-synergie, BDM