More than a quarter of internet users owned a smart TV—a lower share than in other Western European countries; Belgium and Denmark, for example, registered ownership over 40%. Similarly, fewer than 10% of internet users in France owned a TV streaming device, smartwatch, smart wristband or smart-home product. A degree of conservatism was also reflected in media usage patterns.

Belgium and Denmark also registered mobile times under 2 hours. By contrast, internet users in all Latin American markets polled spent more than 4 hours per day on mobile platforms. Hong Kong’s internet users are more interested in smartwatches and smart wristbands than their counterparts, with ownership of smartwatches reaching 17.9% this year. China was not far behind, with 16.4%.

Valérie Latronche, managing director for France and Belgium at ad tech specialist Rubicon Project, noted that transparency has been a key theme for her firm and the industry since 2018. According to Latronche, it’s now vitally important to inform clients exactly how the Rubicon offering works, for example.

Mondial Relay allows consumers in some areas in Belgium to use a PIN code as proof of identity when collecting a parcel, which saves time; a release in France is planned.