Millennials in France, Germany and the UK: Digital and Nondigital Consumer Trends for 2017 - eMarketer
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Millennials in France, Germany and the UK: Digital and Nondigital Consumer Trends for 2017

eMarketer Report

By: eMarketer

Published: September 12, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As the first truly digital generation to reach maturity, millennials are reshaping the world for consumers and advertisers alike through their media and entertainment habits, online social and shopping behaviors, and ways of interacting with brands.

  • Advertisers focus their attention on millennials for many reasons, not least because these young adults are honing their skills and credentials, entering the workforce, acquiring serious spending power—and raising expectations for the ways companies and brands deliver products and services.
  • Millennials in France, Germany and the UK have grown up with digital platforms and devices. Smartphones especially are crucial to millennials’ view of the world and ways of engaging with it. But most still spend a lot of time with traditional media, especially TV.
  • On the whole, millennials in these three countries share many traits and tendencies. But there are significant differences, too, such as the extent of concern about data privacy and security online.

"Smartphone penetration among millennials in France, Germany and the UK is extraordinarily high. Moreover, smartphones are overwhelmingly the device of choice for internet access in this cohort."

Table of Contents

The First Truly Digital Natives

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France

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Germany

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UK

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Separating Millennial Myth from Reality

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41 charts are included in the full report:

Millennials in France, Germany and the UK: Digital and Nondigital Consumer Trends for 2017

Millennial Smartphone User Penetration in France*, Germany* and the UK, by Age, 2017 (% of population)

The First Truly Digital Natives

Millennial Smartphone User Penetration in France*, Germany* and the UK, by Age, 2017 (% of population)

France

Demographic Profile of Internet Users in France, by Frequency, June 2016 (% of total)

Internet Users in France Who Agree vs. Disagree that They Find It Difficult to Take a Break from Technology, by Age, Summer 2016 (% of respondents in each group)

Devices

Internet of Things Devices Owned by Internet Users in France, by Demographic, March 2017 (% of respondents in each group)

Mobile Phone Activities of Consumers in France, by Demographic, June 2016 (% of respondents in each group)

Social Media

Select Social Media Platforms on Which Young Adult Internet Users in France Are Registered, by Gender, Jan 2017 (% of respondents in each group)

Social Media Platforms Used by Internet Users in France, by Demographic, Feb 2017 (% of respondents in each group)

Primary Channel Used to Access News Content Among Internet Users in France, by Age, Feb 2017 (% of respondents)

Entertainment

Average Weekly Time Spent Watching TV vs. Digital Video* According to Consumers in France, by Demographic, June 2016 (hours)

Top 3 Online Video Categories in France Among Young Adult Online Video Viewers, Ranked by Share of Total Time Spent, Jan 2017

Internet Users in France Who Play Video Games, by Age, Oct 2016 (% of respondents in each group)

Digital Music Listeners in France, by Demographic, June 2016 (% of population in each group)

Internet Users in France Who Stream Digital Audio/Video Content*, by Age, Jan 2017 (% of respondents)

Ecommerce

Demographic Profile of Internet Users in France Who Purchase Groceries In-Store* vs. Digitally, Feb 2017 (% of respondents)

Engagement with Ads and Brands

Preferred Types of Digital Ads According to Internet Users in France, by Age, Oct 2016 (% of respondents in each group)

Ad Blocking User Penetration in France, by Age, 2014-2018 (% of internet users in each group)

Germany

Average Daily Time Spent Online by Consumers in Germany, by Demographic, Aug 2016 (hrs:mins)

Devices

Young Adult* vs. Total Internet Users in Germany Who Would Consider Purchasing Smart-Home Technology, Feb 2017 (% of respondents in each group)

Entertainment

Video-on-Demand (VOD) Viewers in Germany Who Spend 11+ Hours Viewing VOD, by Age, Dec 2015 & Dec 2016 (% of respondents in each group)

Consumers in Germany Whose Household Has a Subscription Video-on-Demand (SVOD) Service, by Age, Q4 2016 (% of respondents in each group)

Online/PC Gamers in Germany, by Demographic, March 2017 (% of internet users in each group)

Internet Users in Germany Who Use Spotify, by Age, Dec 2015 & Dec 2016 (% of respondents in each group)

Ecommerce

Types of Post-Purchase Email Activities Conducted by Internet Users in Germany, by Age, Aug 2016 (% of respondents in each group)

Engagement with Ads and Brands

Preferred Types of Branded Content According to Internet Users in Germany, by Age, Oct 2016 (% of respondents in each group)

UK

UK Internet User Penetration, by Age, 2014-2020 (% of population in each group)

Ways in Which UK Internet Users Watch TV/Video Content, by Age, Nov 2016 (% of respondents in each group)

Devices

Share of Time Spent Online Among UK Internet Users, by Demographic and Device, June 2017 (% of total)

Devices Used for Entertainment by Internet Users in Great Britain, by Age, Sep 2016 (% of respondents in each group)

Social Media

UK Social Network User Share, by Age and Platform, Sep 2016 (% of total)

Share of Monthly Time Spent on Social Media Among UK Social Media Users, by Age and Platform, Jan 2017 (% of total)

Entertainment

UK Internet Users Who Download/Stream Digital Video, by Demographic, Q1 2017 (% of respondents in each group)

UK Internet Users Who Download/Stream Digital Music, by Demographic, Q1 2017 (% of respondents in each group)

UK Mobile Gamers, by Demographic, March 2017 (% of internet users in each group)

Social Media Platforms Used for Entertainment* by Social Media Users in Great Britain, by Age, Sep 2016 (% of respondents in each group)

Ecommerce

Share of Time Spent on Retail Sites Among UK Internet Users, by Age and Device, Dec 2016 (% of total)

Frequency with Which Internet Users in Great Britain Make Digital Purchases, by Demographic, April 2017 (% of respondents)

Important Factors When Considering Making a Digital Purchase According to Internet Users in Great Britain, by Age, Sep 2016 (% of respondents in each group)

Engagement with Ads and Brands

Attitudes Toward Digital Advertising According to UK Internet Users, by Demographic, Dec 2016 (% of respondents)

Ways in Which UK Internet Users Avoid Ads, by Age, Oct 2016 (% of respondents in each group)

Internet Users in Great Britain Who Have Interacted with Digital Ads via Select Social Media Platforms, by Age, Sep 2016 (% of respondents in each group)