Export Business Map - Export Development Canada

Transcription

© 2015 Google Canada. All rights reserved. Google and the Google logo are trademarks of Google Inc.
All other company and product names may be trademarks of the respective companies with which they are associated.
Export Business Map
Make the Web work for Canadian exporters
Sam Sebastian
Country Manager,
Google Canada
A Growth Engine For Canada
Today, the web has become an integral part of
our lives – whether we’re streaming a new playlist,
sharing a photo with family, or checking in with
Thanks to the Internet and the emergence of new
business platforms, even the smallest company
can now adopt and afford technology that would
friends. In our constantly connected world, we
also rely on the web more than ever to help
us shop for products and services. It helps us
research, compare and purchase products not
just online, but also in stores.
have been the envy of a large corporation 15
years ago. Now, more than ever, companies of all
sizes can compete in the global economy.
For Canadian businesses, the web also provides
an opportunity to reach potential customers at
home and customers abroad. Across the world,
Internet use is increasing with more than 50%
of Internet users going online daily in the vast
majority of countries. Smartphones are widely
used to research purchases, while consumers
increasingly like to watch online videos for
product information. In fact, today more than
1 in 3 global shoppers made their last apparel
purchase online.
More and more, the evidence shows that not only
will the Internet contribute a growing share of
Canada’s economic growth, but that businesses
that embrace online tools do better. In Canada,
one in 10 small businesses are exporters, but
many more businesses could be using the web
to reach a wider pool of customers and markets.
Exports enable companies to compete outside
of their local markets, diversifying their risk,
optimizing existing resources, and creating
economies of scale to grow their businesses.
Getting started in export can prove challenging
for many business owners. We’ve created this
Export Map and compiled resources online at at
g.co/exportcanada to help raise awareness of the
export opportunities available to our home-grown
businesses. This map is a compilation of data
from the top ten export countries for Canadian
businesses with seasonality calendars providing
insights into the most important holidays and
events in each market, as well as fundamental
facts about web and mobile usage for each
country. Our Export Site also offers Canadian case
studies and other resources to help businesses on
their export journey.
There’s a multitude of market opportunities, and
the internet brings them to your doorstep. We
look forward to helping you along your export
journey, and can’t wait to see how you make the
web work for you!
Sam Sebastian
Country Manager,
Google Canada
Benoit Daignault
President and CEO
Export Development
Canada
Narrowing Canada’s export
challenge, one network at a time
With a relatively small population spread over a
huge landmass, Canadian companies have always
had strong incentive to find new customers and
For SMEs in particular, digital technology is
a trade enabler. Using the Internet, they can
connect to opportunities that previously never
developments, opportunities and risks at play in
the global economy.
The reach of Google means that more people will
markets abroad. In fact, exporting is a key driver
of Canada’s economy, accounting for about 60
per cent of our gross domestic product. But for
a country that is so dependent on trade for its
economic prosperity, only 4 per cent of Canadian
companies are exporting today. This is Canada’s
export challenge.
have knowledge about, or access to, without
months of research, travel and networking; saving
these small companies precious time and money.
be able to connect the dots of Canadian trade,
with greater clarity, precision, and speed, with a
view to fueling a deeper conversation about how
Canada can improve its trade performance. The
Google Export Business Map is a great catalyst to
that effect.”
Canadian companies have traditionally been
major exporters of metals, ores, and forestry
products. Outside of commodities however,
we have also developed a strong international
reputation in sectors such as auto parts,
information and communications technologies,
infrastructure development, aerospace and clean
technologies to name a few.
So how do we get more Canadian companies
selling their goods and services abroad, when
many businesses don’t have enough resources to
learn about international opportunities? With a
little help from the digital world. In fact technology
is causing a significant shift in the way trade is
conducted.
For example, last year Export Development
Canada (EDC) partnered with Canadian
Manufacturers & Exporters (CME) to launch the
Enterprise Canada Network, a website that helps
Canadian companies connect to businesses,
technology, and research opportunities posted
in the Enterprise Europe Network and other
international databases. This digital platform has
already helped hundreds of Canadian SMEs grow
their business internationally.
To add to these digital resources, Google
has published a series of ‘Export Business
Maps,’ bringing knowledge on key business
opportunities to Canadian companies hoping
to grow internationally. The map contains facts
and figures on 10 export markets, which are
particularly interesting as target markets for
Canadian exporters and exporters-to-be.
Google’s export maps are a great complement
to the wealth of information that EDC
offers Canadian businesses on the trends,
Along with this market intelligence, EDC provides
financing and insurance solutions that help
Canadian companies respond to international
business opportunities, as well as financial
services for international companies that buy
from Canadian companies. As a profitable
Crown corporation that operates on commercial
principles, EDC partners with private- and publicsector financial institutions to grow Canadian
trade around the world.
International trade in Canada is, and needs to be,
a team sport. Google Canada joining that team
will only help to grow Canada’s existing 47,000
exporters and meet Canada’s export challenge.
Benoit Daignault
President and CEO
Export Development Canada
SEASONALITY CALENDAR
TARGETING USA
EXPORTING OPPORTUNITIES
USA
OVERVIEW
Population
318.9
Moveable feasts:
dates change each year
Retail
Travel
million [2]
Bank holiday
Local
Demographic Profile
49%
male
Internet Population
87%
279.83 million [8]
Online Purchase
70%
[11]
51%
female
Tech
[5]
ay
lD
ia
or
Au
t
No
ve
Ho
lid
ay
1A
ll S
ai
Break
mer
Sum
s Day
her’
Fat
Au
g
on
as
Se
t
us
er
m
Octob
er
er
temb
Sep
13 Colum
bus
Da
y
Use of smartphones in
consumer purchases
total number of
mobile connections [4]
used smartphone to
research product [7]
21%
English
Spanish
other Indo-European
Asian and Pacific island
Other
87%
82%
82%
74%
74%
56%
56%
50%
48%
7%
used smartphone to
make purchase [10]
Fashion & apparel
Electronics
Books
Tickets
Music & games
Home furnishings
Sports & outdoors
Beauty products
Toys, kids and baby products
[13]
Online activities with smartphones
52%
50%
42%
41%
41%
34%
33%
26%
20%
12%
Check email
Use search engines
Visit social networks
Look for product information
Watch online videos
Listen to music
Look up maps and directions
Use online banking
Play games
[14]
Purchase
NOTEWORTHY FACTS [15]
W
ed
di
ng
S
u
m
m
e
Summe
r Br
eak
4 In
d
e
p
e
n
den
ce D
ay
American people use an average of 2.9
connected devices per person (2014).
*Business Industrial Markets.
*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.
81%
Online purchase breakdown by product
M
em
o*
ay
M
eason Wedding S
ng S
eas
ddi
on
We
School
Mobile sales
26
de
y
Da
r’s
July
o
ck t
Ba
Mobile penetration
82.1%
10.7%
3.8%
2.7%
0.7%
5C
in
co
ak
re
B
r
er
East
June
Th
an
ks
of total internet
audience [10]
79%
Languages Spoken
M
ot
he
on
as
Se
F
daily [6]
38%
KEY STATS
W
ed
di
ng
Su
m
Cy
be
r
% who used search
engine [3]
114.5%
M
a
y
Bl
ac
k
YouTube reach
MOBILE
Easte
r
April
ras*
rdi G
Ma
ch
Mar
31 Hal
lowe
en
W
Frequency of internet usage
Sp
ri
ek NY
n We
hio
s
a
F
Fe
br
*
as
Gr
n
um
M
ar
di
r
te
in
ay
our D
Lab
Janua
ry
ry
ua
r
be
m
ber
cem
De
ar
Ye
on
as
Se
Ch
in
es
e
Holiday
Sea
son
NY
son
y Sea
lida
Ho
14
Va
le
nt
i
ew
N
y
Da
s’
t
n
Su
pe
r
Web research for purchases
l
w
Bo
h
nuka
Cha
Chinese
New
Yea
r
Pr
es
id
e
y
Da
’s
ne
*
ng
vi
i
g
Fa
sh
io
n
1 New Y
ear’s
Day
mas
hrist
25 C
y
da
on
M
Luth
er K
ing
Da
y
ng
ay
rid
20 Martin
k
ee
W
11
s Eve
Year’
New
1
3
ay
sD
n
a
y
Da
’s
nt
Ve
te
r
SEARCH AND DISPLAY
37%
of the United States
population used a smartphone in
2012, globally it was 14%.
US respondents frequently research
online and then buy offline, particularly
in the case of TV sets and large home
appliances (57%) in 2014.
SOURCES:
[2] CIA: The World Factbook, July 2014
[3] Consumer Barometer, 2014
[4] eMarketer, 2014
[5] CIA, The World Fact Book, 2014
[8] Statista, 2014
[9] comScore, August 2014
[11] Statista, 2014
[12] Statista
[15] Consumer Barometer
Export with Google
TARGETING CHINA
CHINA
OVERVIEW
Population
Retail
Travel
Local
Demographic Profile
1.36
Moveable feasts:
billion [16]
Bank holiday
Internet Population
47.8%
[22]
648.75 million
48.5%
51.5% female
Online Purchase
22.2 %
[25]
male
BIM*
[19]
Tech
SEARCH AND DISPLAY
Finance
30 Sprin
g Fes
tiva
l Ev
e
62%
Annua
l Bon
us
4
Yo
u
1–
3
y
Da
July
arch
s Se
Job
Au
t
No
ve
Octob
er
er
temb
Sep
t
us
er
m
June
Au
g
al*
iv
st
total number of
used smartphone to
research product[21]
7%
[29]
33%
consumer purchases
16%
used smartphone to
make purchase [24]
Chinese Mandarin (official);
Yue (Cantonese); Wu
(Shanghainese); Minbei
(Fuzhou); Minnan (HokkienTaiwanese); Xiang, Gan,
Hakka dialects, and minority
languages.
[28]
La
b
ay
rD
ou
th
l*
iva
st
Fe
at
Su
m
y
1 Nation
al D
ay
Mobile sales
Languages Spoken
Bo
h
rc
ea
ng
School
Mobile penetration
75.6%
45.1%
43.3%
34.9%
32.7%
30.6%
25.7%
22.7%
22.4%
18%
Apparel & accessories
Consumer packaged goods
Computing products & consumer
electronics
Virtual cards
Handbags, briefcases, etc.
Personal care & beauty products
Books, video, music, etc.
Home appliances
Food and beverages
Stationary, office supplies
[26]
64%
60%
50%
37%
36%
29%
24%
15%
10%
8%
Use search engines
Watch online videos
Play games
Listen to music
Check email
Purchase
Use online banking
[27]
Qi
xi
Fe
estival*
oat F
nB
ago
Dr
Day
ren’s
hild
1C
Alibaba accounted for over 86%
of China’s mobile shopping
market in 2014.
*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.
*Mid-Autumn Festival – Falls on the 15th day of the eighth lunar month of the Chinese calendar. It is a
time for family reunion.
claims there are 60 million
KEY STATS
Dr
ag
on
Jo
bs
S
M
a
Qing
m
i
n
g
Fest
iva
l*
Jobs Se
arch
April
Sp
ri
o
ck t
Ba
ch
Mar
CN
YouTube is blocked in China,
but a Business Insider report
Use of online videos for
product information
users in the country [23]
96.1%
n’s Day
ome
8W
r
te
in
estival*
mn F
utu
A
d
Mi
W
ry
ua
n
um
daily [20]
YouTube reach
MOBILE
ar
Ye
Fe
br
ew
N
r
be
m
ber
cem
De
14
Va
Chinese N
le
ew Y
nt
ear
Ch
Janua
ine
ry
se
y
Da
e’s
in
25
85%
% who used search
engine [17]
1 New Y
ear’s
Da
y
istmas
Chr
52%
of Chinese surveyed
made their last clothing/footwear
China represents 54% of all internet
users in Asia Pacific (2014).
purchase online: one of the highest
rates in world (2014)
SOURCES:
[16]CIA, The World Fact Book, July 2014
[17]Consumer Barometer, 2014
[18]eMarketer, December 2014
[19]CIA, The World Fact Book, July 2014
[22]Statista, 2014
[23]Cooper Smith, 2013
[25]Statista, 2013
[26]eMarketer, 2013
[28] CIA, The World Fact Book, July 2014
[30] China Internet Watch
Export with Google
TARGETING UNITED KINGDOM
UK
OVERVIEW
Population
63.7
Moveable feasts:
Retail
Travel
Internet Population
77.3%
[37]
million [31]
Bank holiday
Local
Demographic Profile
49%
male
50.1 million
Online Purchase
88%
[40]
51%
female
[34]
Tech
Eve
ear’s
ew Y
N
1
3
SEARCH AND DISPLAY
Sp
rin
g
Ba
n
ay
id
ol
H
on
as
Se
Au
t
June
son
g Sea
ddin
We
s Day
her’
Fat
July
Weddin
g Se
aso
n
Summ
er B
rea
k
Au
g
g
t
us
er
m
Octob
er
er
temb
p
e
S
ay
M
y
on
as
Se
Mobile penetration
Mobile sales
consumer purchases
total number of
used smartphone to
130.9%
English
Ea
rly
W
ed
di
n
r
of total internet
audience [38]
Languages Spoken
g
31 Hal
lowe
en
daily [35]
59%
7%
[44]
14%
6%
used smartphone to
make purchase [39]
KEY STATS
W
ed
di
n
Su
m
School
Easte
r
k to
Bac
er
East
April
Day
her’s
Mot
W
ch
Mar
k
ea
Br
% who used search
engine [32]
85%
product information
MOBILE
ay
ick’s D
Patr
St.
17
No
ve
1A
ll S
ai
Bl
ac
k
Fe
br
k*
ee
W
n
um
Fa
sh
io
M
a
S
u
m
m
e
nk
YouTube reach
Sp
ri
*
Week
hion
Fas
Janua
ry
Va
le
n
r
te
in
ay
lid
Ho
14
ry
ua
r
be
m
ber
cem
De
1 New Y
ear’
sD
ay
n
y
Da
s’
nt
y
Da
e’s
tin
F
stmas
Chri
25
ay
rid
k
y
da
on
48%
ay
ing D
Box
26
ng
Cy
be
rM
eak
ter Br
l Win
o
o
Sch
(and regional languages
Scot, Scottish Gaelic,
Welsh, Irish, Cornish)
[43]
63%
61%
54%
43%
32%
30%
28%
25%
25%
23%
Books
Clothing/footwear
DVDs
CDs
Beauty & healthcare
Kitchen & home goods
Toys & games
Electrical & photogenic
Garden & outdoor
Software & games
[41]
59%
57%
50%
40%
32%
26%
26%
25%
19%
15%
Check email
Use search engines
Watch online videos
Listen to music
Use online banking
Purchase
[42]
Play games
Su
m
m
er
Ba
28% of respondents in the UK researched their
last purchase only online, the highest rate in Europe
(2014).
In Europe, the British top the list regarding the
amount of money spent buying goods online in 2014;
the average consumer spent € 953.
SOURCES:
*London Fashion Week – Apparel trade show held in London twice a year. Considered one of the
“Big Four” fashion weeks worldwide.
[33] eMarketer, December 2014
[38] Statista, Fall2013
[40] eMarketer, 2014
[45] Consumer Barometer & comScore
Export with Google
TARGETING JAPAN
JAPAN
OVERVIEW
Population
127.1
Moveable feasts:
Retail
Travel
January
2–3
5
C
hi
ld
re
ay
sD
n’
ay
lD
ia
or
em
s Day
her’
Fat
Bonus
mer
Sum
30
No
ve
An
tiFl
3C
ul
tu
Th 23
an La
ks b
g
Octob
er
Rainy S
eas
on
Ocean
Day
er
temb
Sep
t
us
Su
m
m
Baseba
ll Fin
als
Au
t
eason
ny S
Rai
July
31 Hal
lowe
en
13 Spor
ts D
ay
er
m
June
Au
g
le
Sa
er
ay
yD
er
ention
Prev
ire
1F
Su
m
y
n
tio
ca
a
V
y
Da
r’s
ng
Su
m
m
er
A
n
tiUV
ns
tio
u
a
ec
3.
C
o
ns
ti.
M
M
ot
he
Pr
n*
ge
4
G
re
en
M
a
29 Shõ
ma
Day
Cool B
iz*
April
Sp
ri
ox
Equin
mn
utu
A
23
fo
pect
Res
15 Aged Day
the
l
Schoo
ch
Mar
arch
s Se
Job
r
te
in
JP
ion
duat
Gra
W
k to
Bac
Fe
br
Life*
New
n
um
Jo
bs
S
inox
g Equ
prin
21 S
Janua
ry
95%
% who used search
engine [47]
Day*
hite
14 W
ber
cem
De
Ne
w
ry
ua
r
be
m
Jobs S
earc
h
53%
daily [53]
5%
[53]
[59]
MOBILE
Mobile penetration
Mobile sales
total number of
used smartphone to
113.3%
15%
consumer purchases
5%
used smartphone to
make purchase [54]
KEY STATS
43.8%
48.8%
33.5%
30.8%
28.8%
17.5%
31.0%
13.6%
Apparel and accessories
Books and magazines
Music and video
Consumer products,
furniture, interior décor
PC, mobile and
communications devices
AV systems
Pharmaceuticals and cosmetics
Video games
NOTEWORTHY FACTS
O
ch
ū
91%
55.2% Food & beverages,
alcoholic drinks
19.5% Office supplies & stationaries
27.4% Home appliances
12.9% Sporting goods
6.7% Baby products
6.9% Auto
3.0% Other
[56]
45%
41%
29%
24%
18%
17%
13%
11%
8%
5%
Check email
Use search engines
Watch online videos
Play games
Listen to music
Use online banking
Purchase
[57]
60]
of Japanese respondents made
their last purchase of flights online, one of
the highest rates in the world (2014).
*Cool Biz – Campaign started in 2005 by the Japanese Ministry of the Environment as a means to help
reduce electric consumption by limiting the use of air conditioning.
*New Life – Shinseikatsu: Period in the beginning of the year when people start living on their own or
move to another place. Often related to school advancement, graduation, first jobs and career switches.
*Ochūgen – Summer gift giving season to express gratitude (to co-workers, bosses, parents, teachers, etc).
*Oseibo – Winter gift giving season to express gratitude (to co-workers, bosses, parents, teachers, etc).
*White Day – Typically observed by boys and men presenting gifts to their girlfriends/wives, as a return
of favor from Valentine’s Day.
49%
y
Da
.
ec
Pr
ibo*
Ose
M
Gr
ad
h
rc
ea
u
New
Life
*
n
io
at
nd
ou
y
Da
To
ky
o
Va
le
n
n
ho
at
ar
irthday
or’s B
per
Em
product information
SEARCH AND DISPLAY
*
fe
Li
re
23
11
.N
at
io
na
lF
n
tio
ua
y
r/ Da
ou ing
iv
14
Coming
of Ag
eD
ay
1 New Y
ear’s
Day
mas
hrist
25 C
YouTube Reach
[52]
[49]
ay
sD
e’
tin
w
Ne
Cards
eeting
’s Gr
r
a
Ye
81.3%
female
Entry
Exam
s
er 31
emb
Dec
Tech
male 51.2%
Online Purchases
80.3%
102.1 million
48.3%
Ban
kH
olid
ay
BIM*
Internet Population
[52]
million [46]
Bank holiday
Local
Demographic Profile
24%
of Japanese respondents
carried out only online research for
their last purchase, the highest rate in
Asia-Pacific (2014).
39% of respondents participated in
contests/giveaways from brands on
social media (2013).
SOURCES:
51] Consumer Barometer, 2014
[53] eMarketer, Aug 2014
[60] Consumer Barometer & eMarketer
Export with Google
TARGETING MEXICO
MEXICO
OVERVIEW
Population
Retail
Travel
Local
120.29
Moveable feasts:
Demographic Profile
million [61]
Bank holiday
48.8%
male
Internet Population
49.7%
59.4 million
51.2%
[67]
Online Purchases
31.3%
[70]
female
Tech
[64]
e
ear’s Ev
ew Y
N
31
SEARCH AND DISPLAY
y
mas Da
hrist
C
4
2
y
Da
r’s
au
t
No
ve
Sa
le
S
Octob
er
er
m
ing
sum
June
July
Au
g
Break Summer B
rea
mer
k
Sum
Mobile sales
consumer purchases
total number of
used smartphone to
33%
69%
14%
[74]
13%
used smartphone to
make purchase [69]
KEY STATS
Languages Spoken
92.7% Spanish only
5.7% Spanish and indigenous
languages
0.8% Indigenous only
[73]
70%
47%
23%
20%
15%
14%
14%
6%
season
urism
k to
Pea
S
u
m
m
e
Peak
t
o
u
r
i
sm s
eas
on
sm
M
ot
he
o
ay
M
de
2D
ay
of
t
Mobile penetration
88.7%
30 Child
rens
Day
5C
inc
o
Peak tour
ism
sea
son
Easte
r
April
M
School
k to
c
a
B
k
er
ea
r
temb
Sep
rB
t
us
er
East
ch
Mar
MX
sp
r
on
as
se
of total internet
audience [6]
product information
MOBILE
season
urism
k to
Pea
wi
n
um
er
nt
dence D.
epen
d
n
I
16
14
Va
le
Fe
b
Janua
ry
y
ar
ru
r
be
m
ember
Dec
Pe
ak
to
ur
i
e’s
in
nt
n
so
ea
6 Epiph
any
on
as
se
20
Re
vo
lu
n
Seaso
Sale
sm
ad
De
e
h
daily [65]
52%
% who used search
engine [62]
Peak tour
ism
sea
son
ay
n
tio
season
rism
tou
k
a
Pe
YouTube reach
58%
Day
alupe
uad
G
12
y
Da
Flights
Hotels
Apparel
Appliances
Cinema
Insurance
TV sets
Groceries
[71]
31%
26%
25%
24%
24%
17%
16%
15%
8%
7%
Check email
Watch online videos
Use search engines
Listen to music
Play games
Use online banking
Purchase
[72]
Pe
ak
t
ou
ri
ay
er’s D
Fath
In a 2013 DHL study, 87.1% of crossborder buyers in Mexico had purchased
from the United States. Canada ranked a
distant second with 30%.
In 2014, 33% of Mexican smartphone
users used their device during their last
purchase, one of the highest rates in
the region.
The leading reason the vast majority of
Mexicans (78.1%) purchase abroad is to
obtain products not available domestically, not because of price (2013).
SOURCES:
*Guadalupe Day - One of the most important dates in Mexican calendar. Thousands of the faithful
for Our Lady of Guadalupe make the most important of all pilgrimages of the year to the Basílica of
Guadalupe.
*Cinco de Mayo - Celebration of the Mexican heritage and pride held on the 5th of May.
[67] eMarketer, November 2014
[68] Statista, 2011
[75] eMarketer, Consumer Barometer
Export with Google
TARGETING HONG KONG
HONG KONG
OVERVIEW
Population
7.12
Moveable feasts:
Retail
Travel
million [76]
Bank holiday
Local
Demographic Profile
Internet Population
74.9%
[82]
5.3 million
53.4%
46.6% female
Online Purchases
66.4%
[85]
male
BIM*
[79]
Tech
SEARCH AND DISPLAY
Finance
Winter
Sale
s
Job
Se
1
25
B
u
dd
ha
’
La
bo
y
Da
ur
June
Festival
Boat
gon
Dra
20
No
ve
autum
n
Octob
er
er
temb
Sep
1 Nation
al D
ay
Sales
mer
Sum
21 Chung Y
eung
Fes
tiva
l
t
us
summ
er
school
Mobile sales
consumer purchases
total number of
used smartphone to
37%
Languages Spoken
89.5%
3.5%
1.4%
4%
1.6%
Cantonese
English (official)
Putonghua (Mandarin)
other Chinese dialects
other
Au
g
July
Su
m
m
e
Summe
r Sa
les
Hong Ko
n
Region Es g Speci
a
tablis
hm l
ent
NOTEWORTHY FACTS
[89]
15%
used smartphone to
make purchase [84]
[88]
75%
71%
31%
31%
26%
13%
9%
4%
Flights
Hotels
Apparel
Insurance
Cinema
TV sets
Groceries
Appliances
[86]
59%
54%
54%
45%
39%
37%
35%
27%
11%
8%
Check email
Use search engines
Watch online videos
Play games
Listen to music
Use online banking
[87]
Purchase
[90]
People in Hong Kong use an average of 3
devices each (2014)
* Golden Week is a semi-annual 7-day national holiday in mainland China. While Hong Kong doesn‘t celebrate
Golden Week officially, tourists flock in from mainland China.
*According to Hong Kong laws, when a designated public holiday falls on a Sunday or on the same day of another
holiday, the immediate following weekday would be a public holiday.
*If the statutory holiday falls on a rest day, a holiday should be granted on the day following the rest day which is
not a statutory holiday or an alternative holiday or a substituted holiday or a rest day.
*If either Lunar (Chinese) New Year Day, the second day of Lunar New Year or the third day of Lunar New Year falls
on a Sunday, the fourth day of Lunar New Year is designated as a statutory and general holiday in substitution.
*Chinese Winter Solstice Festival or Christmas Day (at the option of the employer).
11%
KEY STATS
ay
hd
irt
sB
ch
ar
ay
s
ale
rS
M
Qingm
ing F
esti
val
Job Sea
rch
April
k to
Bac
Mobile penetration
64.4%
ar
Ye
Golden
Wee
k
of total internet
audience [83]
229%
n’s Day
ome
8W
ch
Mar
spring
HK
daily [80]
89%
product information
les
Sa
y
Da
e’s
in
Fe
b
% who used search
engine [77]
66%
YouTube reach
MOBILE
ar
Ye
winter
y
ar
ru
r
be
m
D
ew
N
14
ay 1st day of
Va
tmas D
Janu
len
hris
a
C
r
y
t
25
19
L
un
r
J
e
a
b
n
uary
m
ar
ece
W
in
te
r
ew
N
ng Day
Boxi
6
2
Ch
in
es
e
Go
ld
en
k
ee
W
ales
ter S
Win
An average Hong Kong Internet user
spends more than 25 hours online
per month, making it one of the most
engaged Internet markets.
87%
of respondents obtain
information about products/services on
social media (2013).
SOURCES:
[83] Burson-Marsteller Asia-Pacific, 201
[90] Consumer Barometer, comStore
Export with Google
TARGETING ITALY
ITALY
OVERVIEW
Population
61.68
Moveable feasts:
Retail
Travel
million [91]
Bank holiday
Local
Tech
48.2%
male
Internet Population
Online Purchases
58%
46.3%
35.8 million [97]
51.8%
[100]
female
[94]
’s Eve
Year
New
SEARCH AND DISPLAY
6 Epip
han
y
reak
ter B
Win
n’s Day
ephe
t. St
S
26
y
Da
’s
Au
t
ve
1A
ll S
ai
No
Octob
er
ason Fashion Wee
ng Se
kM
ilan
ddi
*
We
er
temb
Sep
July
eason Wedding Se
ng S
aso
ddi
n
We
Break
mer
Sum
ay
blic D
epu
2R
t
us
er
m
June
g
Au
g
on
as
Se
Su
m
y
W
ed
di
n
Summ
er B
rea
k
Summ
er S
ale
k
ea
Br
r
e
daily [95]
of total internet
audience [98]
Mobile penetration
Mobile sales
consumer purchases
total number of
used smartphone to
76%
151.1%
13%
product information
59%
12%
[104]
3%
used smartphone to
make purchase [99]
KEY STATS
Languages Spoken
Italian (official), German,
French, Slovene.
M
ot
he
r
y
Da
ur
ng
School
k to
Bac
% who used search
engine [92]
1L
ab
o
Su
m
m
le
Sa
r
e
W
ed
di
ng
M
a
*
to
os
g
a
25 Li
b
e
r
a
t
ion
Day
Easte
r
April
Sp
ri
Sale
mer
Sum
Day
er’s
Fath
ch
Mar
er
East
r
te
in
IT
ival
Carn
W
YouTube reach
MOBILE
ilan*
eek M
nW
hio
Fas
Fe
br
n*
ila
M
14
Va
le
nt
W
in
te
ale
ter S
Win
n
um
k
ee
Janua
ry
W
e
al
rS
1 New Y
ear’
sD
ay
Ca
rn
ry
ua
b
m
ber
cem
De
Winte
r Sa
le
50%
y
Da
e’s
in
y
Da
s’
t
n
er
Fa
sh
io
n
al
iv
s
istma
Chr
25
ulate
mac
8 Imnception
Co
Winte
r Bre
ak
on
as
Se
31
ilan*
eek M
nW
o
i
h
Fas
Demographic Profile
83%
69%
29%
27%
17%
17%
13%
3%
Flights
Hotels
Apparel
Insurance
TV sets
Appliances
Cinema
Groceries
[101]
NOTEWORTHY FACTS
Su
m
m
15
Fe
rr
42%
44%
42%
34%
28%
25%
22%
17%
11%
4%
3%
Use search engines
Check email
Watch online videos
Listen to music
Play games
Use online banking
Purchase
[102]
[105]
of respondents in Italy
researched both online and offline
before their last purchase, the highest
rate in Western Europe (2014).
Italy has the lowest internet penetration
rate in Western Europe; only 53.1% of
the population accessed the web on at
least a monthly basis,
63%
consider it very important
that the lowest price is on offer if they
are to buy from a website (2014).
SOURCES:
*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.
[98] Statista, Fall 2013
[105] Consumer Barometer & eMarketer
Export with Google
TARGETING SOUTH KOREA
SOUTH KOREA
OVERVIEW
Population
Retail
Travel
Local
Demographic Profile
49.04
Moveable feasts:
million [106]
Bank holiday
Internet Population
73%
82.3%
40.3 million
49.9% 50.1%
female
Online Purchases
[115]
[112]
male
Tech
[109]
SEARCH AND DISPLAY
% who used search
engine [107]
daily [110]
72%
Bu
d
dh
a’
s
6M
June
July
17 Consti
tutio
rial Day
nD
emo
ay
er Sale
umm
ul S
Seo
Bl
ac
k
Autum
n
No
ve
Octob
er
Da
y
er
temb
Sep
t
us
Summ
er
Au
g
1
5
Lib
er
a
Summe
r Ho
lida
ys
y
Da
y
n
tio
Cherry Blo
ssom
Fes
tiva
l
5
C
hi
ld
r
ay
sD
en
3 National F
ound
atio
n
school
estival
mn F
utu
d-A
i
M
product information
93%
36.7%
Mobile penetration
Mobile sales
consumer purchases
total number of
used smartphone to
6%
[113]
[119]
MOBILE
113.7%
44%
25%
used smartphone to
make purchase[114]
April
M
a
s
ay
id
l
o
H
o
ck t
Ba
ch
Mar
Spring
SK
ment Day
Move
nce
nde
epe
nd
1I
ar
Ye
Fe
br
Wint
er
-K
or
e
les
Sa
Janua
ry
Gr
w
Ne
r
be
m
ber
cem
De
Se
oll
al
an
ay
id
Fr
Ko
re
an
ry
ua
9 Hang
eul
Da
y
s Day New Year
istma
’s D
Chr
ay
5
2
ay
hd
rt
Bi
y
da
on
M
d
an
Cy
be
r
ales Korean Gr
rand S
and
an G
Sal
e
r
es
Ko
YouTube reach
KEY STATS
68.2%
50.1%
46.4%
30.6%
30.5%
21%
20.2%
18.3%
Cosmetics
Clothing, footwear, sporting
goods/accessories
Bookings/reservations
Computer equipment or parts
Video
Music products (incl. streaming)
Other paid content (work/
school-related contents)
Home electronic appliances
Su
m
m
er
Seoul Su
mm
er S
ale
NOTEWORTHY FACTS
15.9%
15%
12.8%
11.7%
5%
Computer/video games
Books, magazines, newspapers
Food, groceries (incl. health foods)
Toys/furniture
Computer software (excl. games)
[116]
88%
66%
52%
50%
41%
40%
36%
31%
30%
30%
Use search engines
Watch online videos
Check email
Listen to music
Play games
Purchase
[117]
Use online banking
[120]
Online research rates for shopping are
over 50% almost everywhere, but they
are highest in Asia, especially South
Korea (83%).
75%
of South Koreans
respondents made their last purchase
of clothing or footwear online, one of
the highest rates in the world (2014).
77%
of respondents in South
Korea click on ads posted on social
media by brands they like (2013)
SOURCES:
*The Korean government has announced that from the second half of 2014 onwards, if the date of
Seollal, Chuseok, or Children‘s Day falls on Sunday, then the holiday will be extended to Monday.
*Constitution Day is not statutory.
*A national Korean commemorative day marking the invention and the proclamation of the Korean
alphabet.
Export with Google
TARGETING NETHERLANDS
NETHERLANDS
OVERVIEW
Population
Retail
Travel
Local
16.9
Moveable feasts:
Demographic Profile
million [121]
Bank holiday
Internet Population
Online Purchases
77%
85%
14.3 million [127]
49.5% 50.5%
[130]
female
male
Tech
[124]
SEARCH AND DISPLAY
olidays
ter H
n
i
W
e
ear’s Ev
ew Y
N
31
as
hristm
25 C
5L
i
b
e
ra
t
M
ot
he
r
W
hi
tM
As
ce
y
Da
’s
y
da
on
n
ensio
Asc
nday
it Mo
Wh
No
ve
au
t
July
Summe
r Sa
le
er
temb
Sep
st
gu
er
m
June
4 Anima
ls D
ay
Octob
er
sum
Au
Su
m
m
e
Summ
e
r
H
olid
ays
School
% who used search
engine [122]
daily [125]
[128]
85%
product information
74%
6%
[133]
MOBILE
Mobile penetration
Mobile sales
total number of
used smartphone to
7%
consumer purchases
2%
used smartphone to
make purchase129]
KEY STATS
58%
49%
44%
43%
35%
34%
Travel and holiday
accommodation
Clothes and sports items
Tickets for events
Books, magazines and
newspapers
Household goods and appliances
Films, music
34%
34%
12%
11%
6%
Software
Electronic equipment
Groceries, cosmetics,
cleaning products
Hardware
Financial products and services
ay
nD
io
ion
ns
ay
ing
ale
rS
M
3
0
Q
u
e
en’s
day
Easte
r
k to
Bac
r
Easte
April
sp
r
ys
ida
l
Ho
YouTube reach
133.2%
ch
Mar
NL
ale
rS
Fe
br
wi
n
um
W
in
te
l
iva
Janua
ry
Ca
rn
er
nt
Autumn
Brea
k
Va
len
ti
ry
ua
r
be
m
ember
Dec
14
Winter
Sale
40%
y
Da
’s
ne
cholas
t. Ni
5S
[131]
NOTEWORTHY FACTS
50%
47%
40%
26%
25%
23%
22%
18%
12%
3%
Check email
Use search engines
Use online banking
Watch online videos
Listen to music
Play games
[131]
Purchase
[134]
Su
m
m
er
Day
ter’s
Fah
The Netherlands is among the top
nations for mobile device usage, using
an average of 3.6 devices each (2014).
The country’s 11.76 million digital
buyers made 53.5 million digital
purchases in the first quarter of 2014.
51%
of people in the Netherlands
use tablets, one of the highest
penetration rates in the world (2014).
SOURCES:
*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.
[134] Consumer Barometer, eMarketer
Export with Google
TARGETING BELGIUM
BELGIUM
OVERVIEW
Population
Retail
Travel
Local
10.45
Moveable feasts:
Demographic Profile
billion [135]
Bank holiday
49%
male
Internet Population
82%
8.6million [141]
Online Purchase
63%
[144]
51%
female
BIM*
[138]
Tech
SEARCH AND DISPLAY
Pe
nt
er
m
used smartphone to
5%
7%
[148]
consumer purchases
2%
used smartphone to
make purchase [143]
69%
67%
37%
35%
23%
17%
12%
2%
Dutch
French
German
(all official)
1
t
os
ec
ng
Su
m
y
y
Da
’s
June
La
bo
s Day
her’
Fat
A
s
ce
ns
i
t
tecos
Pen
t
us
active sims [137]
106.4%
60%
40%
1%
y
Da
ve
Au
t
Octob
er
Easte
r
er
temb
Sep
59%
KEY STATS
M
ot
he
r
Au
g
July
Summe
r Br
eak
ak
re
rB
Mobile sales
on
11
Ar
m
is
Mobile penetration
Languages Spoken
y
Da
ur
1A
ll S
ai
No
W
er
East
Autumn
Bre
ak
Fe
br
April
ool
o Sch
ck t
Ba
[139]
77%
MOBILE
nival
Car
n
um
W
in
te
M
a
Su
m
m
e
Summ
er S
ale
le
Sa
er
daily [138]
Sp
ri
Su
m
m
n
io
Janua
ry
ch
Mar
4 World A
nim
al D
ay
Winter
Sale
r
te
in
y
ar
M
of
% who used search
engine [135]
product information
Ca
r
ry
ua
b
m
ber
cem
De
14
Va
le
nt
e
al
rS
y
Da
s’
t
n
er
reak
ter B
Win
YouTube reach
l
va
ni
y
Da
1 New Y
ear’s
Da
y
y
Da
e’s
in
e
tic
39%
’s Eve
Year
ew
N
31
stmas
Chri
25
Flights
Hotels
Apparel
Cinema tickets
Large home appliances
Car insurance
TV sets
Groceries
[145]
29%
28%
25%
17%
16%
13%
12%
9%
8%
1%
Check email
Use search engines
Watch online videos
Listen to music
Use online banking
Play games
[146]
Purchase
15
As
s
um
pt
21 Nat
iona
l Da
y
In 2012, Belgium ranked #1 for growth in time spent
online amongst European countries. Users spent two
hours more online in 2012 than they did the year before.
The issue of free delivery is relatively significant in
Benelux, with 45 per cent of those questioned feeling
that this is ‘very important’ (2014).
SOURCES:
[137] eMarketer, September 2014
x[140] Consumer Barometer, 2014
[141] Statista, 2014
[149] Consumer Barometer & PostNord
Export with Google

Export Business Map - Export Development Canada

Transcription

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