Services provided
What
Digital content consumption generates vast amounts of data that become richer each year. However, processing this data to uncover meaningful insights and trends remains a challenge for businesses aiming to engage with European audiences.
In this context, the Digital Culture Index (DCI), developed in collaboration with all four companies of Synthesis Consulting Group—Andstudio, Neat Digital, Particle PR, and Synthesis—analyzes open-source data to provide insights into the digital culture of the countries of Europe by looking at their music, video, and search preferences. By decoding digital behaviors, the DCI reveals both long-standing cultural values and the influence of rapidly shifting global trends.
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Methodology
The DCI uses open-source data from platforms like Spotify, YouTube, and Google Trends to analyze digital content consumption across Europe, identifying both regional preferences and broader trends in music, video, and search activity. To gain deeper insights, the DCI examines these behaviors through three key dimensions:
- Personality: This dimension, based on a decade of Spotify data, captures long-term cultural preferences in music, reflecting the stable aspects of a country’s cultural identity, by looking at positivity and energy of listening preferences.
- Lifestyle: By analyzing daily top-trending YouTube channels over a one-week period in February 2024, this dimension provides insights into the immediate trends that shape people's daily experiences. It considers content internationality and universality.
- Routines: Using 12 months of Google Trends data, this dimension highlights mid-term behaviors and interests, identifying content that people search for the most. It takes into account the subdimension of engagement and entertainment
For Lifestyle and Routines, we manually categorized channels to establish distinct metrics. In Lifestyle, we assessed internationality and universality, while for Routines, we focused on engagement and entertainment scores.
Result
The DCI effectively utilizes open data to help companies develop smarter go-to-market strategies and address marketing challenges by uncovering significant variations in digital consumption habits across European countries. This enables businesses to target culturally similar clusters instead of viewing Europe as a single market. By identifying four unique value combinations for each of the three dimensions analyzed, the DCI generates 12 distinct targeting strategies. Additionally, it groups European countries into six digital culture archetypes based on shared behaviors, providing a nuanced understanding of consumer preferences. These insights allow marketers to tailor their messaging and content, adjusting tone-of-voice based on personality profiles, determining content localization levels with lifestyle data, and identifying content touch points based on routines. Overall, the DCI offers actionable, data-driven strategies that highlight the unique and shared aspects of European digital cultures, making it an invaluable tool for refining marketing approaches. It has also been featured on Behance and presented at various local and international conferences, including ADC Lithuania and the re:publica Hamburg conference during the Reeperbahn Festival, underscoring its relevance in today’s marketing landscape.
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