Datareportal.com - Digital 2021 reports present how the world uses the internet, mobile, social media, and ecommerce. You can see information for entire world and for each country and territories. Total population is 7.83 billion, unique mobile users 5.22 billion, internet users 4.66 billion, active social media users 4.20 billion (*internet users numbers no include data sourced from social media platforms) in Jan 2021.

What are the predictions in 2021

More clients will use digital channels to find products and services. Pandemic is still here and the ability to adapt very fast to consumer needs is a competitive advantage for businesses in 2021.

"People are getting comfortable with humanising their digital communications during lockdowns."

Let's see the numbers in Europe and decide where to address to people with our products and services by digital.

How many people are in Europe

Western Europe 196 millions
Northern Europe 106 millions
Eastern Europe 293 millions
Southern Europe 152 millions

Internet users vs. total population by region

Western Europe 93%
Northern Europe 96%
Eastern Europe 82%
Southern Europe 86%

What is interesting, The World Bank present GDP Per Capita, reported on a Purchasing Power Parity (PPP) basis in international dollars:

- Ireland $88,241
- Switzerland $70,989
- Denmark $60,178
- Netherlands $59,554
- Austria $58,946
- Germany $56,278
- Sweden $55,820
- Belgium $54,905
- France $49,435
- U.K. $48,698
- Italy $44,248
- Spain $42,195
- Portugal $36,639
- Poland $34,431
- Romania $32,297
- Russia $29,181
- Turkey $28,134

Daily time spent using the Internet (internet users aged 16 to 64, each day on any device) in hours and minutes

Almost 8 hours/day

Turkey 7:57
Russia 7:52
Romania 7:26
Portugal 7:20

Almost 7 hours/day

Poland 6:44
Ireland 6:30
U.K. 6:26
Italy 6:22
Sweden 6:15
Spain 6:11

Almost 6 hours/day

Austria 5:46
Switzerland 5:40
France 5:37
Belgium 5:28
Netherlands 5:28
Germany 5:26
Denmark 5:16

Via mobiles, the internet users with the same criteria
Turkey 4:04
Romania 3:44
Russia 3:29
Portugal 3:07
Italy 2:58
Poland 2:57
Ireland 2:56
Spain 2:48
Sweden 2:45
U.K. 2:44
Netherlands 2:25
Austria 2:24
Switzerland 2:22
France 2:17
Germany 2:14
Belgium 2:05
Denmark 2:03

In Europe, the fastest mobile internet connection speeds are in Norway 105.79 MBPS and Netherlands 100.98 MBPS (based on top 10 from entire world).

Average download speeds of fixed internet connections are as follows in descending order: Romania 190.60 MBPS, Switzerland 188.88 MBPS, Denmark 185.36 MBPS, Hungary 183.29, France 178.87 MBPS (based on top 10 from entire world).

The top 3 reasons why global internet users aged 16 to 64 use the internet are finding information 63%, staying in touch with friends and family 56.3%, keeping up to date with news and events 55.6%, while meeting new people 29.9% is the latest place.

Search queries what was trending in 2020

U.K.
Coronavirus
How to make a face mask?
https://trends.google.com/trends/yis/2020/GB/

AUSTRIA
Coronavirus
Wirecard
Wie viele Einwohner hat Österreich?
https://trends.google.com/trends/yis/2020/AT/

GERMANY
Coronavirus
Wann öffnen die Schulen wieder?
Warum wurden Kelloggs Cornflakes erfunden?
Wo ist der Orkan jetzt?
https://trends.google.com/trends/yis/2020/DE/

BELGIUM
Comment faire un masque en tissu / coudre un masque
Wat is een lockdown
coronavirus
https://trends.google.com/trends/yis/2020/BE/

SWITZERLAND
Coronavirus Schweiz
Wie viele Corona Fälle in der Schweiz?
Was ist Kurzarbeit?
Desinfektionsmittel selber machen
https://trends.google.com/trends/yis/2020/CH/

NETHERLANDS
Coronavirus
Wat is een lockdown?
Waarom zijn cornflakes uitgevonden?
Hoe maak je een mondkapje?
Corona persconferentie
https://trends.google.com/trends/yis/2020/NL/

DENMARK
Håndsprit
Coronavirus
Hvor mange er smittet med corona i Danmark?
https://trends.google.com/trends/yis/2020/DK/

NORWAY
Koronavirus
Hva er pandemi
Hvordan smitter coronaviruset
https://trends.google.com/trends/yis/2020/NO/

SWEDEN
Hur många har dött av corona i Sverige?
Coronavirus
Vad betyder simp?
Varför firar vi Sveriges nationaldag?
https://trends.google.com/trends/yis/2020/SE/

FINLAND
Koronavirus
Miten koronavirus tarttuu
https://trends.google.com/trends/yis/2020/FI/

ESTONIA
Terviseamet
https://trends.google.com/trends/yis/2020/EE/

LATVIA
Rīgas svētki 2020
Koronavīruss
https://trends.google.com/trends/yis/2020/LV/

LITHUANIA
Koronavirusas
Kaip deklaruoti pajamas?
https://trends.google.com/trends/yis/2020/LT/

BELARUS
Коронавирус
Маски медицинские
https://trends.google.com/trends/yis/2020/BY/

UKRAINE
Коронавирус
Покупка Маска медицинская
что такое пандемия?
как сшить маску?
https://trends.google.com/trends/yis/2020/UA/

RUSSIA
Коронавирус
«Что такое...?»/«Что значит...?» Пандемия
Антисептик
Как? Сажать картошку
Путешествия по России («Что посмотреть в...?») Сочи
https://trends.google.com/trends/yis/2020/RU/

POLAND
Koronawirus
Jak zrobić płyn antybakteryjny
Jak uszyć maseczkę
https://trends.google.com/trends/yis/2020/PL/

ROMANIA
Google Classroom
Ce este coronavirus
Cum se poartă masca
Când începe școala
https://trends.google.com/trends/yis/2020/RO/

BULGARIA
коронавирус съвети
https://trends.google.com/trends/yis/2020/BG/

GREECE
eclass
Black Friday
Κορωνοϊός
Φαρμακείο κοντά μου
Πού έγινε σεισμός
Πότε ανοίγουν τα σχολεία
https://trends.google.com/trends/yis/2020/GR/

TURKEY
Aramalar
EBA
HES Kodu Nasıl Alınır
Ekmek
https://trends.google.com/trends/yis/2020/TR/

CROATIA
Koronavirus
Aplikacija ePropusnice
Potres
Kako napraviti kvasac
https://trends.google.com/trends/yis/2020/HR/

SERBIA
Google Classroom
Koronavirus
https://trends.google.com/trends/yis/2020/RS/

HUNGARY
Koronavírus
Google Classroom
https://trends.google.com/trends/yis/2020/HU/

SLOVAKIA
Edupage
Ako ušiť rúško
Kedy sa otvoria školy
https://trends.google.com/trends/yis/2020/SK/

SLOVENIA
Koronavirus
https://trends.google.com/trends/yis/2020/SI/

CZECHIA
Koronavirus
Jak vyrobit roušku
https://trends.google.com/trends/yis/2020/CZ/

ITALY
Coronavirus
Coltivare Pomodori
Come fare...? Pane in casa
Cosa significa...? Pandemia
Fai-da-te (a casa) Pollaio
Fai-da-te (per la persona) Amuchina
Perché votare si al referendum
Vicino a me... Panifici
https://trends.google.com/trends/yis/2020/IT/

FRANCE
Coronavirus
Ma classe à la maison
Tondeuse cheveux
Définition procrastination
Comment faire un masque ?
https://trends.google.com/trends/yis/2020/FR/

SPAIN
coronavirus
Classroom
cómo hacer una mascarilla de tela
por qué se llama coronavirus
cuándo es el Black Friday
https://trends.google.com/trends/yis/2020/ES/

PORTUGAL
Coronavírus Portugal
Como fazer pão?
O que é layoff?
https://trends.google.com/trends/yis/2020/PT/

IRELAND
How to make a face mask
https://trends.google.com/trends/yis/2020/IE/

Related to percentage of people using voice search and voice commands, it seems Turkey 49.3% only is in top ten worldwide.

The most worried Europeans about how companies use their personal data are Portuguese (1st place), Spanish (2nd place), French (5th place), Austrian (8th place), British (9th place), Polish (10th place) people in top ten from entire world.

Social media networks

The top three reasons why people use social media are to stay up-to-date with news and current events, find funny or entertaining content, fill up spare time. On the last place is to promote or support charitable causes. Hootsuite’s perspectives from Social Trends 2021: use social to rejuvenate the online customer experience with discovery, connection, and fun; marketers should diversify how they reach the digital newcommers and to not focus on ageism and stereotypes; smart companies sit back, listen, and then find creative ways of fitting into the social conversation instead of trying to lead it; bold brands start in the boardroom, not the front lines of social. Strong CMOs will use intelligence gathered by social teams to help the organization adapt to new buyer beliefs while balancing the twin demands of building a better business and a better world. Source: Social Media Trends 2021 (hootsuite.com)

If your target is Turkey, maybe you should know that Istanbul is ranked in top ten cities with 11 millions active Facebook users.Check on Facebook`s self-service advertising tools for each region you are interested in. You will find out also number of times each month that Facebook users click on FB Ads in each country:

• 23 Denmark
• 22 Romania
• 21 Italy
• 19 Ireland, Netherlands, Portugal, Sweden, U.K.
• 18 Belgium, Poland
• 16 Austria
• 14 France, Germany, Spain, Switzeland, Turkey
• 10 WORLDWIDE
• 9 Russia

If you are eager to know the most popular Facebook pages in Europe, these are in this order

FB Page	Followers/Likes
Facebook App	211/210 millions
Samsung	161/161 millions
Cristiano Ronaldo	148/126 millions
Real Madrid C.F.	110/111 millions
Mr. Bean	105/87 millions
FC Barcelona	103/103 millions
5-Minute Crafts	101/66 millions
YouTube	99/87 millions
La Liga	74/71 millions
Manchester United	73/73 millions
UEFA Champions League	73/70 millions
Jason Statham	72/52 millions
Harry Potter	70/71 millions
Adele	64/62 millions

Instagram reach with the largest advertising audiences, in Europe (millions):

• Russia 56
• Turkey 46
• U.K. 31
• Germany 26
• Italy 25
• France 24
• Spain 21

List with the most-followed Instagram accounts in Europe includes Cristiano Ronaldo (Portugal), UEFA Champions League (Europe), David Beckham (United Kingdom), Dua Lipa (United Kingdom), Emma Watson (United Kingdom).

Youtube as well has audiences with numbers such as 99 millions in Russia, 66 m in Germany, 53 millions in the U.K., 50 millions in Turkey, 49 millions in France, 39 millions m in Italy, 37 millions in Spain. Adult audience reach rate on Youtube in Europe (rounded numbers):

• Netherlands 92%
• Denmark 90%
• Sweden 90%
• Switzerland 87%
• Ireland, Austria, Spain 85%
• France, U.K. 84%
• Germany, Belgium 82%
• Russia 74%
• Poland 73%
• Portugal 71%
• Italy 67%
• Turkey 65%
• Romania 64%

LinkedIn reach audiences in Europe

• U.K. 30 millions
• France 21 millions
• Italy 15 millions
• Spain 14 millions
• Germany 12 millions
• Turkey 9,8 millions
• Netherlands 9,1 millions

Twitter audiences in Europe, the largest ones:

• U.K. 16,4 millions
• Turkey 13,6 millions
• France 8 millions
• Spain 7,5 millions
• Germany 5,8 millions

Pinterest reach rankings in Europe:

• Germany 17,5 millions
• France 12,2 millions
• U.K. 10,7 millions
• Italy 8 millions
• Spain 7,1 millions
• Netherlands 5,3 millions
• Poland 3,3 millions
• Belgium 2,9 millions
• Switzerland , Austria, Sweden 1,7 millions
• Greece, Portugal 1,6 millions
• Hungary, Romania 1,3 millions
• Czechia, Denmark 1,1 millions

Whatsapp has 1,21 billion users around the world, Tiktok 689 millions, Telegram 500 millions, Reddit 430 millions, Quora 300 millions.

Mobile connectivity

Mobile connectivity via mobile phones is the highest in the entire world (above 89%) compared to other mobile devices.
Mobile connections vs. total populations, with the number of mobile connections in European countries compared to total population:

• Russia 156,7%
• Portugal 155,1%
• Denmark 151,4%
• Austria 145%
• Sweden 141,6%
• Poland 139,5%
• Romania 135,6%
• Germany 134,7%
• Italy 128,6%
• Switzerland 120%
• Spain 116,2%
• France 102,8%
• WORLDWIDE 102,4%
• U.K. 99,4%
• Netherlands 99,2%
• Ireland 94,6%
• Belgium 93,1%
• Turkey 90,8%

The highest levels of mobile connectivity are in Finland and Montenegro (in Europe). Broadband connections (3G, 4G and 5G mobile connections) vs. total mobile connections in Europe:

• Switzerland 99,6%
• Austria 97,7%
• Denmark 97,5%
• U.K. 96,8%
• Sweden 96,1%
• France 94,6%
• Portugal 93,8%
• Netherlands 93%
• Belgium 92,5%
• Ireland 90%
• Spain, Germany 89,8%
• Turkey 88,4%
• Poland 86,4%
• Italy 84,6%
• Russia 83,1%
• WORLDWIDE 81,7%
• Romania 79,8%

Average mobile date traffic per smartphone connection in Western Europe is 9.4 Gigabytes and in Central and Eastern Europe 5.4 Gigabytes.

Digital Commerce Trends

Online shoppers would buy products and serviecs directly from live videos. It should be done some research to find out what is your audience preference to buy your products and services watching live videos streamed by your brand, celebrities or influencers they follow.  It could be a good strategy for new products and services, and also to showcase your existing products and services through videos.

People understand better how a products or service works if they see how is functioning and makes their life better. Actually, this is what your product and service do: making people`s life better. Customer care is important during pre-purchase and post-purchase experience. Focus on fast, empathetic and one-to-one human connection even behind the screens.

"In 2021, brands and creators will use live streaming tools to bring people closer to products", we are social says.

Digital Marketing

Internet users discover brands, products and services through search engines, ads on Tv, word-of-mouth recommendations, ads on social media, brands or product websites, online retail websites, ads on websites, recommendations or comments on social media, Tv shows or films, consumer review websites, in this order.

Before making a purchase, interent users research products and services online. The percentage in European countries is as follows:

• Turkey 72,9%
• Romania 69,1%
• Austria 67,6%
• Portugal 67,2%
• Spain 63,7%
• Poland 63,4%
• Ireland, Italy, Switzerland 61,3%
• Netherlands 60,7%
• U.K. 60,6%
• Germany 59,3%
• Sweden 58,8%
• Russia 57,4%
• WORLDWIDE 55,6%
• Belgium 54,5%
• France 54,4%
• Denmark 53%

Primary channels utilized by online users for brand research are in this order: search engines, social networks, consumer reviews, products and brand websites, price comparison websites, mobile apps, video sites, product and brand blogs, Q&A platforms (Quora), discount voucher websites.

Data gathered from sources: Datareportal.com, Eurostat Data Explorer, GWI, World Bank Databank, Pew Research, Ethnologue, United Nations World Population Prospects, local government bodies, U.S. Census Bureau, Index Mundi, Statista, GSMA Intelligence, UNESCO Institute for Statistics, UNICEF Data, CIA World Factbook, we are social, Hootsuite, Semrush, App Annie, Similarweb, Locowise, Kenshoo, IMF Data, ITU Statistic, CNNIC, APJII, extrapolations of data reported in FB`s self-service advertising tools, Ookla Speedtest, Statcounter, Alexa, W3Techs, Google Trends, Reuters Institute Digital News Report, OCDH, Kepios, Ericsson Mobility Report.

This article was written to present numbers for Digital marketing potential in Europe based on the soucres mentioned above. Hire a marketing digital expert to design and implement the strategy for you.