Google Export Business Map is a great catalyst to that effect.â Along with this market intelligence, EDC provides fina
© 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 [6] Consumer Barometer, 2014
[7] Consumer Barometer, 2014 [8] Statista, 2014 [9] comScore, August 2014 [10] Consumer Barometer, 2014 [11] Statista, 2014
[12] Statista [13] Consumer Barometer, 2014 [14] Consumer Barometer, 2014 [15] Consumer Barometer
Export with Google
SEASONALITY CALENDAR
TARGETING CHINA EXPORTING OPPORTUNITIES
CHINA
OVERVIEW Population
Retail Travel Local
Demographic Profile
1.36
Moveable feasts: dates change each year
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
Web research for purchases
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 mobile connections [18]
used smartphone to research product[21]
7%
[29]
33%
Use of smartphones in consumer purchases
16%
used smartphone to make purchase [24]
Online purchase breakdown by product
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]
Online activities with smartphones 64% 60% 50% 37% 36% 29% 24% 15% 10% 8%
Use search engines Visit social networks Watch online videos Play games Listen to music Look for product information Check email Look up maps and directions Purchase Use online banking
[27]
NOTEWORTHY FACTS [30]
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.
*Business Industrial Markets. *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
Frequency of internet usage
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 [20]Consumer Barometer, 2014
[21]Consumer Barometer, 2014 [22]Statista, 2014 [23]Cooper Smith, 2013 [24]Consumer Barometer, 2014 [25]Statista, 2013
[26]eMarketer, 2013 [26]Consumer Barometer, 2014 [28] CIA, The World Fact Book, July 2014 [29] Consumer Barometer, 2014 [30] China Internet Watch
Export with Google
TARGETING UNITED KINGDOM EXPORTING OPPORTUNITIES
SEASONALITY CALENDAR
UK
OVERVIEW Population
63.7
Moveable feasts: dates change each year
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
Use of smartphones in consumer purchases
total number of mobile connections [33]
used smartphone to research product[36]
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%
Use of online videos for 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
Frequency of internet usage
y Da e’s tin
F
stmas Chri 25
ay rid
k
y da on
Web research for purchases
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]
Online purchase breakdown by product 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]
Online activities with smartphones 59% 57% 50% 40% 32% 26% 26% 25% 19% 15%
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 Purchase [42] Play games
Su m m er Ba
NOTEWORTHY FACTS [45]
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.
[31] CIA, The World Fact Book, July 2014 [32] Consumer Barometer, 2014 [33] eMarketer, December 2014 [34] CIA, The World Fact Book, July 2014 [35] Consumer Barometer, 2014
[36] Consumer Barometer, 2014 [37] eMarketer, December 2014 [38] Statista, Fall2013 [39] Consumer Barometer, 2014 [40] eMarketer, 2014
[41] eMarketer, 2012 [42] Consumer Barometer, 2014 [43] CIA, The World Fact Book, 2014 [44] Consumer Barometer, 2014 [45] Consumer Barometer & comScore
Export with Google
SEASONALITY CALENDAR
TARGETING JAPAN EXPORTING OPPORTUNITIES
JAPAN
OVERVIEW Population
127.1
Moveable feasts: dates change each year
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%
Frequency of internet usage
daily [53]
5%
[53]
[59]
MOBILE Mobile penetration
Mobile sales
total number of mobile connections [48]
used smartphone to research product[51]
113.3%
15%
Use of smartphones in consumer purchases
5%
used smartphone to make purchase [54]
KEY STATS Online purchase breakdown by product 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%
Online activities with smartphones 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 Visit social networks Look for product information Look up maps and directions 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 *
Web research for purchases
n io at nd ou
y Da
To ky o
Va le n
n ho at ar
irthday or’s B per Em
Use of online videos for 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: [46] CIA, The World Fact Book, 2014 [47] Consumer Barometer, 2014 [48] eMarketer, 2014 [49] CIA, The World Fact Book, 2014 [50] Consumer Barometer, 2014
51] Consumer Barometer, 2014 [52] eMarketer, 2014 [53] eMarketer, Aug 2014 [54] Consumer Barometer, 2014 [55] eMarketer, 2014
[56] eMarketer, 2014 [57] eMarketer, 2014 [58] CIA, The World Fact Book, 2014 [59] Consumer Barometer, 2014 [60] Consumer Barometer & eMarketer
Export with Google
SEASONALITY CALENDAR
TARGETING MEXICO EXPORTING OPPORTUNITIES
MEXICO
OVERVIEW Population
Retail Travel Local
120.29
Moveable feasts: dates change each year
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 Web research for purchases
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
Use of smartphones in consumer purchases
total number of mobile connections [63]
used smartphone to research product[66]
33%
69%
14%
[74]
13%
used smartphone to make purchase [69]
KEY STATS Languages Spoken
Online purchase breakdown by product
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]
Use of online videos for 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
Frequency of internet usage
Flights Hotels Apparel Appliances Cinema Insurance TV sets Groceries
[71]
Online activities with smartphones 31% 26% 25% 24% 24% 17% 16% 15% 8% 7%
Visit social networks Check email Watch online videos Use search engines Listen to music Play games Look up maps and directions Look for product information Use online banking Purchase
[72]
Pe ak t ou ri
ay er’s D Fath
NOTEWORTHY FACTS [75] 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.
[61] CIA, The World Fact Book, 2014 [62] Consumer Barometer, 2014 [63] eMarketer, 2014 [64] CIA, The World Fact Book, 2014 [65] Consumer Barometer, 2014
[66] Consumer Barometer, 2014 [67] eMarketer, November 2014 [68] Statista, 2011 [69] Consumer Barometer, 2014 [70] eMarketer, November 2014
[71] Consumer Barometer, 2014 [72] Consumer Barometer, 2014 [73] CIA, The World Fact Book, 2014 [74] Consumer Barometer, 2014 [75] eMarketer, Consumer Barometer
Export with Google
SEASONALITY CALENDAR
TARGETING HONG KONG EXPORTING OPPORTUNITIES
HONG KONG
OVERVIEW Population
7.12
Moveable feasts: dates change each year
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
Use of smartphones in consumer purchases
total number of mobile connections [78]
used smartphone to research product [81]
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]
Online purchase breakdown by product
[88]
75% 71% 31% 31% 26% 13% 9% 4%
Flights Hotels Apparel Insurance Cinema TV sets Groceries Appliances
[86]
Online activities with smartphones 59% 54% 54% 45% 39% 37% 35% 27% 11% 8%
Check email Use search engines Visit social networks Look for product information Watch online videos Play games Look up maps and directions Listen to music Use online banking [87] Purchase
[90]
People in Hong Kong use an average of 3 devices each (2014)
*Business Industrial Markets. * 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%
Use of online videos for 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
Frequency of internet usage
ew N
ng Day Boxi 6 2
Ch in es e
Go ld en
k ee W
ales ter S Win
Web research for purchases
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: [76] CIA, The World Fact Book, 2014 [77] Consumer Barometer, 2014 [78] eMarketer, November 2014 [79] CIA, The World Fact Book, 2014 [80] Consumer Barometer, 2014
[81] Consumer Barometer, 2014 [82] eMarketer, November 2014 [83] Burson-Marsteller Asia-Pacific, 201 [84] Consumer Barometer, 2014 [85] eMarketer, 2012
[86] Consumer Barometer, 2014 [87] Consumer Barometer, 2014 [88] CIA, The World Fact Book, July 2014 [89] Consumer Barometer, 2014 [90] Consumer Barometer, comStore
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SEASONALITY CALENDAR
TARGETING ITALY EXPORTING OPPORTUNITIES
ITALY
OVERVIEW Population
61.68
Moveable feasts: dates change each year
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
Use of smartphones in consumer purchases
total number of mobile connections [93]
used smartphone to research product[96]
76%
151.1%
13%
Use of online videos for product information
59%
12%
[104]
3%
used smartphone to make purchase [99]
KEY STATS Online purchase breakdown by product
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
Frequency of internet usage
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
Web research for purchases
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%
Online activities with smartphones 44% 42% 34% 28% 25% 22% 17% 11% 4% 3%
Use search engines Check email Visit social networks Watch online videos Look for product information Look up maps and directions 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.
[91] CIA, The World Fact Book, July 2014 [92] Consumer Barometer, 2014 [93] eMarketer, December 2014 [94] CIA, The World Fact Book, July 2014 [95] Consumer Barometer, 2014
[96] Consumer Barometer, 2014 [97] eMarketer, November 2014 [98] Statista, Fall 2013 [99] Consumer Barometer, 2014 [100] eMarketer, 2014
[101] Consumer Barometer, 2014 [102] Consumer Barometer, 2014 [103] CIA, The World Fact Book, July 2014 [104] Consumer Barometer, 2015 [105] Consumer Barometer & eMarketer
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SEASONALITY CALENDAR
TARGETING SOUTH KOREA EXPORTING OPPORTUNITIES
SOUTH KOREA
OVERVIEW Population
Retail Travel Local
Demographic Profile
49.04
Moveable feasts: dates change each year
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 Web research for purchases
Frequency of internet usage
% 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
Use of online videos for product information
93%
36.7%
Mobile penetration
Mobile sales
Use of smartphones in consumer purchases
total number of mobile connections [108]
used smartphone to research product [111]
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 Online purchase breakdown by product 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%
Online activities with smartphones
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 Look for product information Check email Look up maps and directions Listen to music Visit social networks 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.
[106] CIA, The World Fact Book, July 2014 [107] Consumer Barometer, 2014 [108] eMarketer, December 2014 [109] CIA, The World Fact Book, July 2014 [110] Consumer Barometer, 2014
[111] Consumer Barometer, 2014 [112] eMarketer, November 2014 [113] eMarketer, December 2014 [114] Consumer Barometer, 2014 [115] eMarketer, 2014
[116] Statista, Fall 2014 [117] Consumer Barometer, 2014 [118] CIA, The World Fact Book, July 2014 [119] Consumer Barometer, 2014 [120] Consumer Barometer, 2014
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SEASONALITY CALENDAR
TARGETING NETHERLANDS EXPORTING OPPORTUNITIES
NETHERLANDS
OVERVIEW Population
Retail Travel Local
16.9
Moveable feasts: dates change each year
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%
Use of online videos for product information
74%
6%
[133]
MOBILE Mobile penetration
Mobile sales
total number of mobile connections [123]
used smartphone to research product[126]
7%
Use of smartphones in consumer purchases
2%
used smartphone to make purchase129]
KEY STATS Online purchase breakdown by product 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%
Online activities with smartphones
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
Frequency of internet usage
40%
y Da ’s ne
cholas t. Ni 5S
Web research for purchases
[131]
NOTEWORTHY FACTS
50% 47% 40% 26% 25% 23% 22% 18% 12% 3%
Check email Use search engines Visit social networks Look for product information Use online banking Watch online videos Look up maps and directions 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.
[121] CIA, The World Fact Book, July 2014 [122] Consumer Barometer, 2014 [123] eMarketer, 2014 [124] CIA, The World Fact Book, July 2014 [125] Consumer Barometer, 2014
[126] Consumer Barometer, 2014 [127] eMarketer, 2014 [128] Statista, Fall 2011 [129] Consumer Barometer, 2014 [130] eMarketer, 2014
[131] Consumer Barometer, 2014 [132] CIA, The World Fact Book, July 2014 [133] Consumer Barometer, 2014 [134] Consumer Barometer, eMarketer
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SEASONALITY CALENDAR
TARGETING BELGIUM EXPORTING OPPORTUNITIES
BELGIUM
OVERVIEW Population
Retail Travel Local
10.45
Moveable feasts: dates change each year
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 research product[140]
5%
7%
[148]
Use of smartphones in consumer purchases
2%
used smartphone to make purchase [143]
Online purchase breakdown by product 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]
Use of online videos for 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
Frequency of internet usage
39%
’s Eve Year ew N 31 stmas Chri 25
Web research for purchases
Flights Hotels Apparel Cinema tickets Large home appliances Car insurance TV sets Groceries
[145]
Online activities with smartphones 29% 28% 25% 17% 16% 13% 12% 9% 8% 1%
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 [146] Purchase
NOTEWORTHY FACTS [149]
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: [135] CIA, The World Fact Book, July 2014 [136] Consumer Barometer, 2014 [137] eMarketer, September 2014 [138] CIA, The World Fact Book, July 2014 [139] Consumer Barometer, 2014
*Business Industrial Markets.
x[140] Consumer Barometer, 2014 [141] Statista, 2014 [142] Statista, Fall 2013 [143] Consumer Barometer, 2014 [144] eMarketer, 2014
[145] Consumer Barometer, 2014 [146] Consumer Barometer, 2014 [147] CIA, The World Fact Book, July 2014 [148] Consumer Barometer, 2014 [149] Consumer Barometer & PostNord
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