If you market products and services across Europe, the European Commission’s Digital Agenda Scoreboard is definitely worth a look. The latest annual scoreboard has been released last Monday. Check out the avaiblable open data for the different markets. It e.g. shows internet access via mobile devices by country, differences in online shopping behavior, and more. To provider you an easy access to the information, I made some figures for 2011’s most interesting facts:
In the north: Mobile broadbanders…
In the south-east – social networkers:
Who orders (physical) goods via internet?
… what about digital goods?
Cross-border buyers in the EU:
Electronic invoices – e.g. via email:
… and last but not least…
Internet access by country:
Surprised? I partly was. For instance I wasn’t aware of the north-south divide in being able to access the internet from home. The same applies to the regional differences in (broadband) mobile usage. However, how can you translate this into email marketing know-how? Well, take just one simple example: Assume you see an increase in pre-header clicks by 173% when testing “mobile version” versus the old “online version” link within your Finnish list. This is probably reproducable in Sweden according to the data. But don’t be too surprised, if the Italian audience doesn’t bother much. Look back into figure number one. It tells you why…
PS: The scoreboard website provides you with several tools to explore these and many other data online. Give them a try.