Vive la France: A Snapshot of French Mobile Data
Geo Lefevre, a young French journalist at L’Auto newspaper, pitched his editor the idea of the longest cycling road race ever in the interest of boosting both the sport’s following and the publication’s profit margins. Supposedly, Lefevre blurted out the only idea he could think of at a panicky all-hands meeting in which the entire staff of the foundering L’Auto had to brainstorm ways to increase circulation. Now that’s a successful and innovative collaboration between the editorial and business sides of a newsroom.
The Tour de France began in 1903 and it thrives today, beloved by fans and corporate sponsors alike.
For an event that is well over 100 years old, the Tour is a great fit for the mobile ecosystem (there is, of course, a Tour de France app). During the 2014 Tour de France, we saw a 79% spike in Travel app traffic in France on the Millennial Media platform, and an 8% increase in Communications and News apps. That inspired us to do a wider study of data from our platform to see how the French engage with mobile. Here’s what we found:
Insight No.1: The French smartphone market is poised for growth.
Three-quarters of French people own mobile phones, but less than half (47%) of them currently own smartphones. eMarketer predicts that 61% of French people will own smartphones by 2018.
Insight No. 2: The French appetite for mobile video is also growing.
18 to 24 year olds are most likely to watch mobile video. But the growth in mobile video comes from consumers over 35 years old. Expect to see continued growth as more people switch to smartphones.
Insight No. 3: The French prefer Android.
We saw 8% more impressions on Android phones in France compared to the global average. Note that Wiko, a French smartphone manufacturer, accounted for almost 2% of French impressions on our platform.
Insight No. 4: The French are both stylish and smart.
Shopping & Retail is the No. 1 category for app engagement in France. Education is No. 2. Communications, Science & Technology, and Automotive rounded out the top five.
More from Zac Pinkham
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.