September 15, 2016

Millennials continue to drive the French online market of apparel retailers

Filippo Giorgio Filippo Giorgio
Regional Marketing Asscociate
Now that the sales season is over in France, the moment feels right to evaluate the state of the online market of apparel retailers in the country. In July 2016, the audience across all sites in the category was close to 18.5 million unique visitors, while more than 86 million visits occurred during the same period. The apparel market in France remains one of the strongest in Europe, with a reach of 39.6% of the total digital population in July 2016. This number is good for second among European countries, behind only the United Kingdom.

Some of the key findings:

  • Across all apparel retailers’ sites in July 2016, Millennials spent on average more than 10 minutes per visit. This represents a 40% increase when comparing to January 2016.
  • On average, Millennials spent almost 58 minutes in July 2016 across all sites in the category, a 45% increase versus January 2016, when the same average accounted for a little under 40 minutes.
  • Millennials are also more likely to engage with the category versus other audiences. In July 2016, their average time per visitor was 119% greater when compared to people older than 34 years old.
  • Sites across the category generally managed to keep their audience engaged for longer: from January 2016 to July 2016, the average time per visit increased by 24% and the average time per visitor increased by 7%.
  • While July 2016 was pretty much in line with non-sales months spanning between February 2016 and June 2016, January 2016 over-performed the same period by almost 18%, registering 21.8 million unique visitors, the highest audience of the year

MMX and Mobile Metrix can help you understand your target audience and their level of engagement. These metrics can be used to understand how your audience is consuming content, and how that compares to your competitors.

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