Where can “Made in France” consumers be found?
With the health and economic crisis, some consumers, experiencing serious budget constraints, are seeking savings and good deals. One of the other societal movements in response to the crisis is to focus on purchasing products manufactured in France, in order to support industries and businesses located in mainland France. Several million Internet users claim that they frequently buy products made in France, as identified in our Targets+ 2020 study. What profile do “Made in France” consumers have?
This engaged consumption is particularly visible in the upper socio-professional categories (SPC+). These represent almost one third (31.3%) of Internet users who say they often buy products made in France*, even though they represent 26.1% of the French population(base: 15 years and over).
This population of “patriotic consumers” displays certain so-called engaged surfing behaviours. Indeed, they make up a large share of the daily audience of websites that present themselves as ethical or alternative, such as the search engine Duck Duck Go (32.4%), the Donnons.org platform (41.4%) or the application for scanning consumer products Yuka(30.3%), even though they represent only 24.7% of daily Internet users.
These consumers tend to spend less time online than average (-9%), especially on social media and video/SVoD websites. However, the analysis of their uses proves highly significant. Therefore, the top affinity in terms of time spent on e-commerce websites shows mostly French actors.
With a view to targeting, in order to increase awareness of a brand among this population of engaged Internet users, analysis of their time spent on media brands shows that some websites are clearly over-consumed. These media brands are choice advertising opportunities.