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Friday
- August 18, 2000
Spain and Italy Lag Behind
in Online Shopping
Demographics alone do not explain
why Southern Europe lags behind the rest of Europe in terms
of technology usage.
A recent Brief from Forrester Research B.V. explains
the reasons why Spaniards and Italians are less than half
as likely to shop online as the rest of Europe -- culture
and climate. To attract these potential consumers, firms
must focus on primary motivations, centers of cultural
influence, and making consumer technologies easier to use.
"Using Technographics,
which explores the attitudes and motivations underlying
consumer technology adoption, Forrester has been able to
map out Western Europe in terms of technology adoption.
France, Italy, and Spain fall into the slow lane when compared
with key Northern European markets. The differences found
in these areas are greater than demographic variables,
such as income and education, would normally predict," explained
William Reeve, group director, European data products.
Forrester believes that Southern
Europe lags behind for two primary reasons -- deeply rooted
cultural traditions and the favorable climate -- while
traditional demographic indicators play a lesser role. "The
main North-South cultural divide between the 'Catholic
South' and 'Protestant North' applies most strongly to
middle-aged consumers. Older consumers in the Southern
European markets find it more difficult to become familiar
with new technologies," explained Reeve.
"In addition, climatic
factors favor technologies that can be used outdoors in
Southern Europe. On a sunny day, Southern Europeans may
not be tempted to stay inside and shop online, while Northern
Europeans often don't have that choice," added Reeve.
Forrester found that this trend
is reflected in the divergence between mobile phone and
Internet adoption in the Southern European countries. At
55%, mobile phone penetration in Italy trails only Finland
(72%), Sweden (70%), and Switzerland (56%). Yet only 13%
of Italians are online, compared with the European average
of 27%. Similarly, Spain's 44% mobile phone penetration
is comparable to the US (50%). Yet only 31% of Spanish
consumers have a PC, compared with 51% of US consumers,
and online penetration is similar to Italy's at 14%.
"Demographic variables
are still very important, particularly for predicting behavior
within countries. But there are key differences between
Europe and the US. Forrester finds education to be a more
important predictor of technology adoption, while income
is slightly less useful," added Reeve.
To efficiently market their
goods in Southern Europe, Forrester believes that companies
should carefully consider the culture and attitudes of
each country as well as traditional demographic variables.
Companies must align their offerings with consumers' primary
motivations -- career, family, or entertainment. Investments
need to be made in user-friendly wireless technologies
and in targeting influential social institutions (e.g.,
churches, senior clubs, etc.) to attract the reluctant
middle-aged.
Internet Media Banned From
Olympics!
If you're a dot-com media person you won't be receiving
press credentials for this year's Olympics. The Olympic Committee
has banned online media from having access to the Olympic
games and press events. It doesn't matter if you're a reporter
for ESPN.com, ABCNews.com, or MyOlympicSite.com, the Olympic
Committee is sending a clear message that it has no interest
in the Internet medium that weaves the world together.
This year's Olympic Games are
being held in Sydney, Australia and will be aired only
on NBC in the United States, who will have full control
over what viewers do and don't see.
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