With the dawn of 2025, France sees dramatic shifts in digital consumption, as revealed by two freshly released reports focused on branding and social media. The Eskimoz Barometer and We Are Social's Digital Report chart the changing landscapes of fashion brands and web usage.
The Eskimoz Barometer provides insight on which fashion brands are dominating the digital domain, highlighting leading players such as Zalando and Vinted. According to the report, Zalando captures 24% of online traffic, closely followed by Vinted at 23%. Lesser-known brands are struggling to keep pace, with La Redoute at 14% and Veepee at 11%.
Traditional retailers are not left behind; the report shows Kiabi takes the lead among physical stores, pulling 28% of the Large Retail sector's SEO traffic. “Our barometer highlights the ultra-competitive market where every player must rethink their digital strategy to attract increasingly mobile and demanding audiences,” remarked Jérémy Lacoste, CEO of Eskimoz.
Transitioning to the We Are Social report, by 2025, France boasts 63.4 million internet users—95.2% of the population. This figure marks significant growth, up 1.4% from the previous year. Notably, mobile users constitute 93.9% of the internet user base. The trend of increasing screen time continues, with daily online engagement hitting 5 hours and 23 minutes, illustrating the growing reliance on digital platforms.
Mobile devices take center stage, with 64.25% of all web pages being accessed from phones, compared to 33.38% on desktop. This shift emphasizes the need for businesses, especially fashion brands, to optimize their online presence for mobile devices.
The study outlines how the primary online activities for French users consist of seeking information (70.4%), tutorials (58.4%), current news (57.6%), connecting with loved ones (57.4%), and enjoying music (52.1%). Social media remains dominant, with 92.2% of internet users engaging with platforms like Facebook, Instagram, and TikTok.
Facebook leads, but its reign is challenged by WhatsApp’s close pursuit as social media usage balances. Users reported spending an average of 32 hours and 48 minutes monthly on TikTok—significantly outpacing competitors like YouTube. The report reveals nuanced changes, such as men and women not being far apart demographically, with the split at 48.9% male and 51.1% female users.
The competition among social media platforms is evident as newer alternatives like Threads and TikTok continue to gain traction, along with traditional favorites. The fact remains; Facebook must adapt to maintain its status, especially as 21.3% of users proclaim it as their preferred platform.
Despite the challenges, organizations are leveraging their digital presence to connect with users. Companies are adopting multichannel strategies to compensate for drops experienced by specific sectors. While the fashion sector saw slight declines, brands are pivoting to tap new avenues of customer engagement and streamline their reach.
Looking forward to 2025, the importance of adapting to these digital trends and strategies grows ever clearer. Brands and organizations must remain agile to navigate the competitive digital terrain as they seek visibility among consumers eager for innovation. By capitalizing on the growth of mobile use and enhancing engagement across various channels, they not only bolster their presence but also invigorate market competition.
The insights from these reports underline the dynamic nature of France's digital ecosystem and serve as predictors for trends likely to shape consumer behavior moving forward.