Last edited on July 18, 2021 by Digitiz
With a turnover of 20 billion euros in the first quarter of 2017 and growth of 14% compared to 2016(1), French e-commerce is doing very well. FEVAD lists more than 204,000 active merchant sites in France. Faced with this competition, what strategy should e-retailers adopt to reach consumers?
To answer this question, e-commerce players must understand and analyze their customer data. In order to understand the habits of its users, the ShopAlike site, which operates in 13 countries in Europe, analyzed their preferred operating systems and internet browsers. Between Windows, Mac, Android and iOs, the battle rages in Europe and each country has its preferences.
On desktops, Windows still on top
According to figures recently communicated by Apple, there are approximately 100 million Mac users in the world. This is very “few” compared to the billion Windows PC users estimated by experts(2). Microsoft’s operating system would therefore be present on nearly 90% of desktop computers. We find approximately this proportion among ShopAlike users.
In Europe, 85% of them browse the site from a desktop computer with Windows as an operating system. This trend also continues among the French, with just under 84% using a Windows-equipped device.
The hegemony of Android and iOS on smartphones
The numbers illustrating the power of Android and iOs software on smartphones are hard to believe. In the world, 99% of smartphones work either with Google software (Android) or with Apple software (iOs). If one could imagine that the two giants would share the market equitably, this is not the case. Over the last few years, 9 out of 10 smartphones were equipped with the Google system(3)!
ShopAlike users once again confirm this domination of the Android / iOs pair, while granting a better market share to Apple products (57% of sessions carried out on mobile are done on Android compared to 42% for iOs). The French also seem to appreciate the apple brand’s products; nearly 50% of ShopAlike mobile users do so from an iPhone.
Google Chrome, well ahead of its competitors
Google is once again the big winner in the battle of browsers used to access ShopAlike. In Europe, more than 53% of sessions are done from Google Chrome. How can we explain such success on the part of the Mountain View firm compared to its competitors? The Google browser is certainly touted for its security, speed and simplicity, but that doesn’t explain everything. Google’s strength is to offer an incredible number of services, from the Cloud to emails (Gmail) to YouTube, Google offers an ecosystem from which it can be difficult to escape.
Concerned about preserving their personal data, more and more Internet users are turning to more transparent and less sprawling services. The recent fundraising by the French search engine Qwant(4), which makes a point of respecting privacy, illustrates this new trend. First crack in Google hegemony? The future will tell.
(1) http://www.journaldunet.com/ebusiness/commerce/1172030-chiffre-d-affaires-e-commerce-france/
(2) http://www.zdnet.fr/actualites/chiffres-cles-les-systemes-d-exploitation-sur-pc-39790131.htm
(3) http://www.zdnet.fr/actualites/chiffres-cles-les-os-pour-smartphones-39790245.htm
(4) https://www.challenges.fr/challenges-soir/qwant-le-petit-motor-de-recherche-qui-defie-google_451934
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