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Channels of communication between EU businesses and their customers

What channels of communication with their customers does European business use?

Businesses badly need constant channels of communication with the customer in order to build up communication with new customers and keep their sales of goods/services at current levels.

Our analysts have prepared an analysis of European businesses' communication channels with their audiences.

Websites and social media pages (Facebook, LinkedIn, Xing, etc.).

More than half of European companies (56% or about 13 million companies) have a website and use social media to promote their products or services.

Northern European countries (Iceland, Sweden, Norway, Finland, the United Kingdom, the Netherlands, the Netherlands, Belgium and Ireland) have a higher penetration rate of over 70%. The centre, west and south are average (45-65%) and the east of Europe (Poland, Slovakia, Hungary, Romania, Bulgaria) are below average: 44% or less.

Microblogging (Twitter, Mastodon, Tumblr)

The picture on the use of micro-blogging is slightly different. This type of communication is not particularly popular among EU companies, but it is popular with the marketing departments of companies. Only in England and Ireland more than 30% of companies use this type of communication. The smallest percentage of penetration is in Eastern Europe: Hungary, Romania and Bulgaria. In each region less than 4% of companies use microblogging. In total, just over 3.2 million companies in the Eurozone use this type of communication

Media platforms (YouTube, Flickr, Vimeo)

5.2 million companies are using this type of platform for communication. Which is 2 million more than microblogging. However video channels dominate in all regions with the exception of Cyprus and the United Kingdom where companies tend to choose to use micro blogging.


Communication channel preferences with prospective and current customers in Europe vary from country to country, but there is a general trend: the North is using social channels more than the rest of Europe. Businesses in Eastern Europe make little or no use of online channels.

Meanwhile, conservative England prefers to communicate news by text, while the Nordic countries prefer video. 

Our analysts suggest that marketing companies and freelancers should take a closer look at the affluent European market where over 10 million companies are still using the internet for business. These businesses may become buyers of your website creation, social media or content production services. 

Want to learn more about how you can grow in the European markets? Choose a convenient time to get in touch and our analyst will tell you about the prospects of this market for your business. 

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Channels of communication between EU businesses and their customers

by Sologub

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