Germany is Europe’s leading economy also in the digital sphere. It ranks the 5th largest ecommerce market in the world, and first in Europe. It’s also among the top 10 countries experiencing highest smartphone penetration rates. This explains why German social media users log or check in several times during the day.
The favorite social media is Facebook and other familiar sites like YouTube, Twitter and Instagram are also among the top 10. But there is a significant portion of local social media like the community platform KWICK!, which snatch a large portion of the market. Because Germans love to be organized entrepreneurs a popular app is Yappy, which measure the effectiveness of clients’ social media marketing.
The favorite search engine is Google, with a skyrocketing 94,5% search share, followed by Bing and Yahoo. Though the local competitor, T-online looked promising, it couldn’t beat the giants and is now powered by Google. Germans search in “Hochdeutsch,” or “High German”, not in a specific dialect. Broken compounds and misspellings are also common. When creating a CTA message in German remember to be cordial, following etiquette and addressing the shopper directly.