“Brand presence on Google+ will benefit the social network as consumers are enticed to join it to connect with brands they like, as well as using it for promotional offers ahead of other social networks. Indeed, if more internet users were to join Google+ to subscribe to offers and updates as a result of how marketers are using it currently, the cycle could see Google+ evolve into the primary engagement channel that marketers use to reach their customers.”

This is the first in a series of nine reports analysing consumer data from four European countries – France, Italy, Spain, Germany.

In this first lifestyle analysis, a cross country analysis explores the European mindset regarding consumers’ financial outlook, the impact of tighter household budgets on daily life such as grocery shopping, cooking and eating habits, and enthusiasm for adopting new technology.

In this report, for cross-comparison purposes the term E4 is used in reference to the four European countries.

Mobile phones have become an essential tool that U.S. consumers rely on to navigate their lives, and following the breakthrough success of the iPad, tablets have taken on a similar role for millions of owners. Given how personal these devices are, it’s not surprising that many consumers seek to customize and supplement them with accessories, ranging from basic cases, headsets and power cables to high-end stereo docks that can cost more than the phones that plug into them. Furthermore, as smartphones and tablets gain increasing levels of computing horsepower, they are also being used as controllers for a growing range of peripheral devices—such as toys, health monitors and even home automation systems.

“The household care market is one where the products are pushed to the back of the cupboard until they need to be used and chores are pushed to the back of mind until they can no longer be ignored. However, this dislike of chores offers household care brands the greatest opportunity to engage people as they search the internet for solutions to cleaning problems and provide feedback on the brands that got the job done with minimal effort.”

– Alexandra Richmond, Senior Consumer and Lifestyles Analyst