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Mobile has become an essential part of everyday life for many people in France, according to We Are Social’s Digital Report France 2023. In addition, the average duration of internet use on smartphones has increased to more than 2 hours per day. We also note that 87% of Internet users use their smartphone to do a web search compared to 84% in 2021. This figure shows how important mobile is for French consumers, and why brands must adopt a mobile strategy to succeed.
Percentage of the population aged 16 to 14 using each type of device to access the internet in France - in 2022:
devices used to access input
Mobile penetration in France in 2023
According to We Are Social's Digital Report 2023, there are 61 million French people connected to the internet, or 92% of the global population. This figure is constantly increasing (+1% compared to 2021, corresponding to 600,000 more inhabitants ). This high mobile penetration offers significant opportunities for brands looking to reach French consumers.
Mobile trends in France in 2023
French consumers (aged 16 to 64) are spending more and more time on their mobile phones. There has been an overall decline in Internet usage between 2021 and 2022, from 3h15 (on PC and tablet) to 2h52. This can be explained by a peak in usage during the lockdown linked to the covid-19 pandemic. However, mobile Internet usage has increased. In fact, there is an average of 2h34 per day spent on smartphones in 2022 compared to 2h19 in 2021 (+15 min).
Average time spent on the internet per day in France in 2022:
time spent on the internet in 2022
Average time spent on the internet per day in France in 2021:
time spent on the internet in 2021
This trend is expected to continue in the future as people continue to rely on their devices to stay connected and complete online tasks, including shopping. This is helping to increase the share of time spent online via mobile from 41.7% to 47.2% between 2021 and 2022.
Mobile purchases in France in 2023
Mobile continues to play an important role in online website development service shopping in France. Indeed, we can see that the number of people who made a purchase on the internet exceeds 50 million in 2022 , an increase of 3.5% compared to 2021. An increase that is also illustrated in the share of purchases of consumer goods made via mobile. Thus, this share has increased to 39%, or +2% between 2021 and 2022. This massive share of mobile demonstrates the importance of mobile in the consumption mode of the French.
Share of consumer goods in e-commerce in 2022 in France - Overview:
mobile in France 2023
Share of consumer goods in e-commerce in 2021 in France - Overview:
mobile in France 2023
This highlights the importance for businesses to deliver a seamless and user-friendly mobile user experience to drive conversions and sales.
The challenges of mobile marketing in France in 2023
Despite the benefits that mobile offers for brands in France, there are also challenges. Mobile page load times can be slower than on desktop, which can negatively impact user experience and conversion rates. Brands should therefore ensure that their website is optimised for a smooth and fast mobile experience. This can include using optimised landing pages for their communications.
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