Etude Google France

download Etude Google France

of 43

Transcript of Etude Google France

  • 7/24/2019 Etude Google France

    1/43

    "

    Economie numrique et emploi en France

    #$%&%'()% *% +,,-)%

    Entre 4 et 12 emplois en danger

  • 7/24/2019 Etude Google France

    2/43

    .

    "#$$%&'(

    ! )##*+( (, +(- %.,(/'- 0'%12%&- 3/ (4.#$$('.(5 /1 (16(/ 3( -#/7('%&1(,8

    8.#1#$&9/(: ;?%;&,'( @5 >#$$('.( (1 +&*1( (1 A'%1.(= >B (, ,C;#+#*&(: ($;+#&-: ; D=

    ! >?%;&,'( E5 ",'/.,/'( 3/ (4$%'.?8 (, -,'%,8*&( 3( )##*+(: ; @F=

    ! >?%;&,'( < 5 G% $8,?#3( )##*+(: ; ED=

    ! H;&+#*/( (, 9/(-,- #/7(',(-: ;

  • 7/24/2019 Etude Google France

    3/43

    /

    "##$%& &' %&( )*'&+,( -,)./)0( 1+ &2*#33&,*&

    4. &.5&+ 1& (#+6&,)0.&'7 7*#.#308+&

    4.& ,76#%+'0#. 7*#.#308+&9

    GK8$('*(1.( 3/ 1/$8'&9/( -/' 1#- $%'.?8- .?%1*( '%3&.%+($(1, +(- 'M*+(- 3( +K8.#1#$&(=

    N#/- 1( -#$$(- ;%- (1 0%.( 3K/1 .?%1*($(1, ,(.?1#+#*&9/(: 1#/- 7&7#1- /1( '87#+/,

    8.#1#$&9/( $%6(/'(= GK8.#1#$&( 1/$8'&9/( &1,(''#*( +(- 0#13($(1,- 3( +% 7&(&++(

    8.#1#$&( $%,8'&(++(= B7(. (++(: 38-#'$%&-: +(- %.,(- 3( .#$$('.( -#1, 38+#.%+&-8-: 7&',/(+-:

    -%1- +&(1 3&'(., %7(. +( ,(''&,#&'( 9/& +#1*,($;- % -,'/.,/'8 +(- '(+%,- (1,'( #00'(/'- (,

    3($%13(/'-= O1,('1(, % 0%&, (1,'(' +(- 0#13- 3( .#$$('.( 3%1- 1#,'( &1,&$&,8: -/' +(-

    8.'%1- 3( 1#- #'3&1%,(/'-= B7(. O1,('1(,: #1 ;(/, 0%&'( 3/ .#$$('.( %7(. +K%/,'( P#/, 3/

    $#13( Q ;%',&' 3( -#1 +&, R G% 0&-.%+&,8 %,,%.?8( %/S ,(''&,#&'(-: (1-(''8( 3%1- 1#- 0'#1,&M'(-:

    (-, '($&-( (1 .%/-(= :+ ;)' &' %&( ')?&( 8+).1 #. &(' ;),'#+' &' .+%%& ;),' @ %)

    -#0(A>#$$(1, .#1-('7(' +(- ($;+#&- 3/ .#&1 3( +% '/( 9/%13 .( 9/K#1 C ,'#/7%&, %''&7( ;%'

    +% ;#-,(: (, $T$( ;'#.?%&1($(1, ;%' 3(- 3'#1(- -& +K#1 (1 .'#&, +(- ;'#6(,- 3KB$%U#1 3(

    '($;+%.(' 1#- ;#-,&('-@= B7(. O1,('1(, (, +% +#*&-,&9/(: ;#/' ;%'%;?'%-(' +( ,&,'( 3K/1

    #/7'%*( 3K8.#1#$&(: +( $#13( (-, ;+%,= J%&- O1,('1(, ;(/, %/--& T,'( /1 0#'$&3%P+( +(7&('

    3( .'#&--%1.(= O+ 0%.&+&,( +(- 8.?%1*(-= V1 -#13%*( J83&%$8,'&( '8%+&-8 (1 38.($P'( EF@(,,( (1,'(;'&-(: .K(-, )##*+(: 3K%P#'3 $#,(/' 3(

    '(.?('.?( ;/&- J8*% 3(%+(' 3/ 1(,= V1 .?&00'( 3K%00%&'( 3( ;+/- 3( DF $&++&%'3- 3( 3#++%'- (1

    EF@E: Q ;(/ ;'M- %/,%1, 3( ,'8-#'('&(: /1 '8-/+,%, 1(, ;#-&,&0 3( @F:[ J3- 3( 3#++%'- (, /1(

    .%;&,%+&-%, P#/'-&M'( 3( @WD J3- 3( \= ]+/- 3( LFX 3(- '(.(,,(- 3( )##*+( ;'#7&(11(1,

    3( +% ;/P+&.&,8= )##*+( (-, 3(7(1/( +% ;+/- *'%13( %*(1.( 3( ;/P+&.&,8 #1 +&1( 3/ $#13(=

    ZK/1 ;#&1, 3( 7/( 0&1%1.&(': )##*+( (-, /1 &$$(1-( -/..M-= "/' +( ,(''%&1 8.#1#$&9/(: %/--&

    +#&1 9/( +K#1 '($#1,( 3%1- +K?&-,#&'( 8.#1#$&9/(: 6%$%&- /1( (1,'(;'&-( 1K%7%&, (S('.8 /1

    ,(+ ;#/7#&' 3( $%'.?8= H++( % +% .%;%.&,8 Q 38,('$&1(' +K%--#',&$(1, 3(- ;'#3/&,- #/ 3(-

    -('7&.(- ;'#;#-8- (, +(/' ;'&S R Z%1- ,#/- +(- ;%C-: 3(- (1,'(;'&-(- 8,%&(1, 6/-9/K%+#'-

    ;%'7(1/(- Q 3#$&1(' +(- $%'.?8-= H++(- (S('2%&(1, +( ;#/7#&' 3/ $#1#;#+( -/' 3(- U#1(- 3(

    .?%+%13&-( +&$&,8(-= J%&- +Q: ;#/' +% ;'($&M'( 0#&- 3%1- 1#,'( ?&-,#&'(: /1( (1,'(;'&-(

    3&-;#-( 3K/1 %..M- 3&'(., %/ .#1-#$$%,(/' 0&1%+ ;%',#/, 3%1- +( $#13(: ^#'+3 ^&3( R >K(-,/1 .%- /1&9/( %/ ;#&1, 9/( +( 38P%, (-, 38-#'$%&- ;#',8 ;%' +( ;#/7#&' ;#+&,&9/( ,%1, +%

    9/(-, 3( +% -#/7('%&1(,8 8.#1#$&9/( (, 0&-.%+( 3(- H,%,- (-, (1*%*8(= Z(- 8.#1#$&-,(-

    #1, $T$( 0#'$/+8 +K?C;#,?M-( 9/( )##*+( ;#/''%&, P&(1 T,'( +% *'%13( ;/&--%1.( 3/ E@(

    -&M.+(: 8,%1, $T$( .%;%P+( 3( 7%&1.'( +% $#',E=

    G% A'%1.( 1K% 6%$%&- (/ ;(/' 3KO1,('1(,= N#- (1,'(;'&-(- #1, ;'#3/&, 3(- -('7&.(- (, 3(-

    .?%$;- 8.#1#$&9/(- '($%'9/%P+(-= >(',%&1- 3( 1#- -&,(- 3( 7(1,( (1 +&*1( -#1, ;%'$&

    +(- ;+/- ;/&--%1,- 3KH/'#;(= G% A'%1.( 1K(-, ;%- Q +% ,'%&1( 3%1- .( 3#$%&1(= Z(- (1,'(;'&-(-

    "011(2334445)%6%70,65893%:19%(9;6%6C,:

  • 7/24/2019 Etude Google France

    4/43

    B

    %1.&(11(- (, 3K%/,'(- 18(- 3( +% '87#+/, &1,('1(, #1, &17(-,& +( -(.,(/' 3/ (4.#$$('.(=

    ]#/' %..83(' Q +(/'- .#1-#$$%,(/'-: (++(- 3#&7(1, %.9/&,,(' /1 3'#&, 3( ;%--%*(= G%

    9/(-, .(1,'%+( 3(- .#/,- 3K%.9/&-&, -( ;#-( 38-#'$%&- (1 ,('$( 3( 7&( #/ 3( $#', 3(-

    (1,'(;'&-(- .#1.('18(-= V1( 8,/3( ;/P+&8( %/ $#&- 3( $%& EF@< ;#/' ^(P+#C%+,C (,

    '8%+&-8( %/;'M- 3( _D -&,(- 3( 7(1,( 3#1, 01%.=.#$: '/( 3/ .#$$('.(: ]'&.(J&1&-,(' ;%'

    +K&1-,&,/, >>J `(1.?$%'a $#1,'%&, 9/( +K(S;+#- 3(- b .#/,- 3K%.9/&-&, c .#1-,&,/%&, +(

    ;'($&(' 0%.,(/' 3( 38*'%3%, 3( +% '(1,%P&+&,8 3(- -&,(- .#1.('18-= G( $#3M+( )##*+( -(1#/''&, 3( .(- .#/, 3K%.9/&-&, 9/& -#1, %/,%1, 3( ;8%*(-=

    E&(+,&, %=03;)*' (#*0)%9

    G( .?%$; 3( .(,,( 8,/3( 7&-( Q 38,('$&1(' -& +(- .#13&,- 3K%..M- %/ $%'.?8 -#1, -&1.M'(-

    (, 89/&,%P+(- ;#/' ,#/- +(- %.,(/'- (, (1 ;%',&./+&(' ;#/' +(- (1,'(;'&-(- 0'%12%&-(-= N#/-

    .?('.?('#1- Q 87%+/(' 9/(++(- ;(/7(1, T,'( Q ,('$( +(- .#1-89/(1.(- 3/ ;8%*( 1/$8'&9/(

    -/' +% .'8%, 3( '&.?(--( (, -/' +K($;+#& (1 A'%1.(= )##*+( (-, 38-#'$%&- P(%/.#/; ;+/-

    9/K/1 '8-(%/ 3( 3&00/- 1(/,'(: .K(-, %/--& /1 %.,(/' 3/ $%'.?8 9/& -/P-,&,/( +(- (4

    .#$$('2%1,- *'d.( Q -(- 3&7('- -('7&.(- 3( 7(1,( (1 +&*1(= "##$%& .=&(' ;)( +. ,#C0.&'F

    *=&(' +. -0%',&= ](13%1, ,'M- +#1*,($;-: +(- 8.#1#$&-,(- #1, .#1-&38'8 9/( +(- %.,&7&,8- (1

    '8-(%/ e&+ -K%*&--%&, Q +K8;#9/( 3( '8-(%/S .#';#'(+-f 8,%&(1, 1#1 .#1,(-,%P+(-= G( .#/,

    3K(1,'8( 8,%&, ,(+ 9/( +( $#1#;#+( -( 6/-,&0&%&,= Z(;/&-: 3( 1#$P'(/S ;%C- (/'#;8(1-;#/--8- ;%' +% >#$$&-- (/'#;8(11( #1, '(7/ +(/' ;#-&, (, -8;%'8 +(- %.,&7&,8- 3(

    '8-(%/S 3(- %.,&7&,8- 3K(S;+#&,%, 3(- '8-(%/S egAA4"N>A: HgZA4HZA: (,.=f= Z%1- ,#/- .(-

    (S($;+(-: +(- (1,'(;'&-(- .#1.('18(- 8,%&(1, 0'%12%&-(-= B7(. +(- *'%13- #;8'%,(/'-

    %$8'&.%&1- -/' O1,('1(,: 3(- (1,'(;'&-(- 0'%12%&-(- %/S9/(++(- -K%;;+&9/( +(- +#&- 3/

    ,(''&,#&'( -#1, .#10'#1,8(- Q 3(- (1,'(;'&-(- &1,('1%,%+(- +#.%+&-8(- -/' 3(- ,(''&,#&'(-

    ?#'- 3( ;#',8( 3/ 3'#&, 0'%12%&-= G( P#1 -(1- 8.#1#$&9/( ;+%&3('%&, (1 0%7(/' 3K/1(

    -8;%'%, 3(- %.,&7&,8- ?#'&U#1,%+(- e$#,(/' 3( '(.?('.?(f (, 7(',&.%+(- e%$#1, #/ %7%+ 3/

    $8,&(' ;'&$%&'(f= )##*+( (1,(13 .(;(13%1, .#1-('7(' -#1 %7%1,%*(= GK(1,'(;'&-( (-,

    ;%'7(1/( Q b $%'.?%13&-(' c +K%..M- %/S .#1-#$$%,(/'-= G% -&*1%,/'( #'&*&1(++( 3( )##*+(:

    b 3#1K, P( (7&+ c: b 1( -#C#1- ;%- $8.?%1,- c (, -#1 %$P&, 8,%&(1, 3K#'*%1&-('

    +K&10#'$%, 3/ $#13( R B +K&--/( 3( .(,,( (19/T,( 1#/- %7#1- +( -(1,&$(1, 9/( +K%$P&,

    3( 38;%', (1 &1.+/%&, /1( %/,'(: $#&1- 7&-&P+( .(++( .& 5 #'*%1&-(' +( .#$$('.( 3/ $#13( Rh/(++(- ;(/7(1, T,'( +(- .#1-89/(1.(- 3( .(,,( ;#+&,&9/( ;#/' 1#- (1,'(;'&-(- (, ;#/' 1#-

    ($;+#&- i >(,,( 8,/3( % ;#/' #P6(.,&0 3( ;'#;#-(' /1 ;'($&(' .%3'( 3( ,'%7%&+=

  • 7/24/2019 Etude Google France

    5/43

    A

    GH);0',& I

    I9 J9G#33&,*& &. %0$.& &. K,).*&9 GJ &' 'B ID$&++&%'3- 3&-.#/1,

    m(1,( Q 3&-,%1.( 5 +% g(3#/,(

    "('7&.(- 5 m#C%*(- "1.0

    >'#-- .%1%+ 5 G% A1%.

    -%6 T:1%9:%1 Q 8;: '>96 .?"/@JKLMNU N+VTWU V>10%9;:% X>9G> Q .?.? 2 )> 8;: *= %

  • 7/24/2019 Etude Google France

    8/43

    F

    B/ ,#,%+: I:_ $&++- 3( A'%12%&- #1, 386Q .#1-#$$8 -/' +(/' "$%',;?#1(: (, +( $%'.?8 3/

    $4.#$$('.( (-, (-,&$8 Q @ $&++&%'3 3K(/'#-: %7(. /1( .'#&--%1.( 3( @DFX ;%' '%;;#', Q

    EF@@ e(-,&$8 Q IFF $&++- 3K(/'#-f[=

    "/' .( ;#&1, ;'8.&-: /1( '($%'9/( -K&$;#-(= G( '8,'8.&--($(1, 3(- 8.'%1- '8-/+,%1, 3/

    ;%--%*( 3K/1 #'3&1%,(/' Q /1( ,%P+(,,( #/ Q /1 "$%',;?#1( 1K(-, ;%- -%1- .#1-89/(1.(-

    .#$$('.&%+(-= G(- -;8.&%+&-,(- 3KO1,('1(, 87#9/(1, +( ;?81#$M1( 3&, 3( b ]'&7%.C PC3(-&*1 c= GK&38( 3( ]'&7%.C PC 3(-&*1 (-, 18( %7(. +% '87#+/, &10#'$%,&9/(= H++( % 8,8 ;#/'

    +% ;'($&M'( 0#&- 87#9/8( ;%' +( .#$$&--%&'( Q +K&10#'$%, (, Q +% ;'#,(., 3( +% 7&(

    ;'&78( 3( +Kp1,%' %/ .#/'- 3(- %118(- @LLF= H-,&$%1, 9/( +(- +#&- (1 7&*/(/' -('%&(1,

    &1-/00&-%1,(- ;#/' ;'#,8*(' +% 7&( ;'&78(: (1 '%&-#1 3( +K8$('*(1.( 3( +% .#$$/1&.%,

    1/$8'&9/(: J$( B11 >#/7%a&%1 -/**8'%&, 3K&1,8*'(' +(- ;'&1.&;(- 3( '(-;(., 3( +% 7&( ;'&78(

    3%1- +% .#1.(;, (, +( 0#1.,($(1, 3(- -C-,M$(- &10#'$%,&9/(- %/ $#C(1 3( -C$P#+(-

    #/ 3( P%+&-(- ;('$(,,%1, %/S &1,('1%/,(- 3( .?#&-&' +(/' 1%7&*%, (, -& 18.(--%&'( 3K%'P&,'('

    .+%&'($(1, +( ;%',%*( #/ +% '8,(1, 3( +(/'- &10#'$%,- ;('-#11(++(-= B;;+&9/8 Q 1#,'(

    -/6(,: +( ;'&1.&;( 3/ N,06)*< C< 1&(0$.3#&, ;('$(,,'( %/S &1,('1%/,(- 3( .?#&-&' -K&+- 7(/+(1,

    ,(++( #/ ,(++( .?#-(= p': 3%1- .( 3#$%&1(: +(- 'M*+(- 3K%00&.?%*(- 3( )##*+( &1.+/(1, 3(-&$%*(- #/ 3(- &++/-,'%,- ;?#,#*'%;?&9/(- 3( -(- ;'#;'(- '808'(1.(-: &--/(- 3( -#1

    .%,%+#*/( $%&-#1= H++(- -#1, 3( 1%,/'( Q 0%/--(' +( +&P'( (1,(13($(1, 3(- &1,('1%/,(- #/ Q

    380%/, Q +(- &10+/(1.('= N#/- 7(''#1- %/ .#/'- 3( .(,,( 8,/3( 9/( -/' /1 #'3&1%,(/': (, Q

    ;+/- 0#',( '%&-#1 -/' /1 "$%',;?#1(: .K(-, +Kq&+ 9/& .?#&-& %7%1, +% $%&1= G(- &$%*(-

    ;'#;#-8(- -/' 3(- 8.'%1- 3( ;(,&,( ,%&++( .%;,(1, +K%,,(1, (, 3%1- /1( *'%13( $%6#'&,8 3(-

    .%-: +% 38.&- 3K%.?%, -( ;#',( -/' +( ;'#3/&, %--#.&8 Q /1( ;?#,#*'%;?&(= V1( 8,/3(

    '8%+&-8( (1 EF@@ ;%' +% -#.&8,8 ^r.&( $#1,'%&, %&1-& 9/( +% ,'#&-&M$( 0#1.,%+&,8 +% ;+/-

    /,&+&-8( -/' +(- "$%',;?#1(- .#1-&-,%&, Q %++(' -/' O1,('1(,= )'d.( Q -#1 -C-,M$(

    3K(S;+#&,%, ($P%'9/8 B13'#s3 9/& 89/&;( 1#,%$$(1, +(- ,%P+(,,(- (, ,8+8;?#1(- 3( +%

    $%'9/( "%$-/1*: )##*+( (-, ;%'7(1/ Q &$;#-(' -(- ;'#;'(- %;;+&.%,- (, -(- ;'#;'(-;/P+&.&,8- -/' +(- ,8+8;?#1(-= V1 %',&.+( 3/ 6#/'1%+ +( J#13( 3/ -%$(3& @L #.,#P'( EF@96 .?"/

    FM:*9,Z* P[=;(% HA\ *%6 1P)P(0,:%6 D%:*=6 *>:6 )% ',:*%5 MD%7 )%6 W'>91(0,:%6U +,,-)% D%:* *% )>(=G);7;1P %: 8,:71;,: *% )> ),7>);6>1;,: *%6 ;:1%9:>=1%65 V$%61 =: '>970P (%= %&(),;1P ] 7% ^,=9 [=% )%6

    (=G);7;1>;9%6 (9P6%:1%:1 7,''% )$%)*,9>*, *= ."%6;_7)%5

  • 7/24/2019 Etude Google France

    9/43

    E

    L

    >(- -&,(- $%'.?%13- ($;+#&(1,: (1 89/&7%+(1, ,($;- ;+(&1: IE FFF ;('-#11(- (1 A'%1.(:

    ;#/' /1( .'#&--%1.( 3( @

  • 7/24/2019 Etude Google France

    10/43

    "?

    GH);0',& O9

    P',+*'+,& 1+ &23),*H7 &' (',)'7$0& 1& "##$%&

    P',+*'+,& 1+ &23),*H7 Q;), '?&00'( 3K%00%&'(- (1 EF@< (1 A'%1.( e3#1,

    (17&'#1 < $&++&%'3- 3( P&++(,- 3( ,'%&1: _:D 3( 7#+- (, @:D 3( ;'#3/&,- ?n,(+&('-f= "/' /1 $%'.?8

    *+#P%+($(1, P%&--&(': +( -(.,(/' !" $%"&;'#*'(--(= O+ (-, ;%--8 3( @E:W J3- (1 EF@@ Q @I:E

    J3- (1 EF@E= G(- ;'#0(--(+- .#1-,%,(1, 9/( +(- 7(1,(- (1 +&*1( -#1, +% +#.#$#,&7( 1#1

    -(/+($(1, 3( +K&13/-,'&( ,#/'&-,&9/( $%&- %/--& 3( +K(4.#$$('.( (1 *818'%+= "/' +(- IF

    $&++- 3K&1,('1%/,(- 0'%12%&-: DLX .#$$%13(1, 3(- ;'#3/&,- ,#/'&-,&9/(- (1 +&*1(

    e`%'#$M,'( J83&%$8,'&( AHmBZ: 6/&1 EF@

  • 7/24/2019 Etude Google France

    11/43

    ""

    ;%)-#..&,) @ WXV 1&( NBE9 M& *#.',>%& &' %) (7*+,0'7 1&( 7*H).$&( (+, a.'&,.&'

    (#.' 1#.* %#0. 1=b',& +. (+5&' 3),$0.)%9

    Pf O1,('1(, (-, ;%'0%&,($(1, %3%;,8 Q +% 7(1,( 3( -('7&.(- -&$;+(- #/ -&$;+&0&8- 5

    P&++(,- 3K%7-: 1/&,- 3K?n,(+-: +#.%, 3( 78?&./+( $%&- -( '87M+( $#&1-

    ('*#1#$&9/( ;#/' +K%.?%, 3( ;'#3/&,- #/ 3( -('7&.(- .#$;+(S(- (, %--($P+8- -/'$(-/'(= GK(1,'(;'&-( mZJ em#C%*(/'- 3/ $#13(f -K(-, -;8.&%+&-8( 3%1- +% 7(1,(

    -/' $(-/'( 3( 7#C%*(-= Z(- -;8.&%+&-,(- ;%' 3(-,&1%, %--($P+(1, 3(- -86#/'-

    #/ 3(- &,&18'%&'(- 3%1- ,#/- +(- ;%C- 3/ $#13( ;#/' 3(- .+&(1,-= u(%1 A'%12#&-

    g&%+: ]'8-&3(1, 3( mZJ 38.+%'( Q .( -/6(,: b 1#/- 38;(13#1- $#&1- 3KO1,('1(,

    9/( 3K%/,'(- #;8'%,(/'- 3%1- +% $(-/'( #v 1#,'( $%'9/( (-, ;/&--%1,( $%&- -/'

    +% ;%', 3(- _ .+&(1,- -/' @F 9/& #1, /1 .#1,%., 3&'(., %7(. 1#/-: -#&, ;%' ,8+8;?#1(

    -#&, +#'- 3K/1 ;%--%*( 3%1- 1#- +#.%/S: +K&$$(1-( $%6#'&,8 % .#1-/+,8 O1,('1(,

    %7%1, 3( 7(1&' c= JT$( ;#/' /1( $%'9/( 0#',(: +% 38;(13%1.( Q O1,('1(, (-,

    &$;#',%1,(= H1 EF@< ;#/' /1 $%'.?8 *+#P%+ (1 '(./+ 3( +K#'3'( 3( 4DX: +K%.,&7&,8

    (1 +&*1( ;'#*'(--( 3( IX= ]#/' +(- $#&1- 38;(13%1,- 3KO1,('1(, .#$$( mZJ: +(.?&00'( 3K%00%&'(- ;'#*'(--('% $#3(-,($(1,: 3%1- +(- +&$&,(- 3( +K&10+%, e(1,'(

    @:D (, EXf ,%13&- 9/( +K%.,&7&,8 !" $%"&%/'% ;'#*'(--8 3( @DX=

    I9 J9 c+&%%& ;),' 1& *H0--,& 1=)--)0,& &(' 10,&*'&3&.' %07& )+ ,7-7,&.*&3&.' "##$%& A

    GK%..M- %/ .#1-#$$%,(/' 0&1%+ ;#/' +(- %.,(/'- 3/ (4,#/'&-$( 38;(13 3( ;+/-&(/'- 0%.,(/'-

    7%'&%P+(- 3#1, .(/S 3/ ,%/S 3( 1#,#'&8,8 -;#1,%18( (, 3/ '808'(1.($(1, 1%,/'(+= "/'

    O1,('1(,: .(- (1,'(;'&-(- -#1, 3%1- ,#/- +(- .%- 38;(13%1,(- 3(- $#,(/'- 3( '(.?('.?(= G(

    3'#&, 3( ;%--%*( 9/K(++(- #1, Q %.9/&,,(' Q )##*+( +(/' ;('$(, 3K%;;%'%o,'( e#/ 1#1f (1

    P#11( ;+%.( -/' +(- '8-/+,%,- 3( '(.?('.?( 3(- O1,('1%/,(-= N#/- C '(7&(13'#1- 3%1- 1#-.#1.+/-- (, '(.#$$%13%,-: $%&- 3#'(- (, 386Q: #1 ;(/, .#1-&38'(' 9/( +% 38;(13%1.(

    Q )##*+( ;#/' +K%..M- %/ .#1-#$$%,(/' 0&1%+ 7%'&( 3(

  • 7/24/2019 Etude Google France

    12/43

    ".

    G( .?&00'( 3K%00%&'(- 3KH%-C 7#C%*( ;'#7&(1, Q [FX 3( .+&.- (, Q

  • 7/24/2019 Etude Google France

    13/43

  • 7/24/2019 Etude Google France

    14/43

    "B

    O9 M& &2*#33&,*&9

    O9 J9 "##$%&F 10,&*'&+, 1&( 6&.'&( A

    Z%1- +( -(.,(/' 3/ (4.#$$('.(: +(- .#$;%'%,(/'- 3( ;'&S #1, 6#/8 /1 'n+( (--(1,&(+ 3(

    ;83%*#*&( 8.#1#$&9/( %/;'M- 3(- .#1-#$$%,(/'-= O+- #1, ;%',&.&;8 Q +K83/.%, 3( .(/S .&

    (, #1, ;('$&- 3( $&(/S .('1(' +K&38( 3/ 6/-,( ;'&S= G( 6/-,( ;'&S (-, +( ;'&S #;,&$%+ %/9/(+

    +K%.?(,(/' %..(;,( 3K%.?(,(' (, %/9/(+ -&$/+,%18$(1,: +( 7(13(/' %..(;,( 3( 7(13'(=

    B/6#/'3K?/&: ;+/- 9/( ;%' +( ;%--8: +(- .#1-#$$%,(/'- -#1, (1 -&,/%, 3K%'P&,'(' -/' 3(-

    P%-(- ;+/- .+%&'(-=

    l'M- 1%,/'(++($(1,: +( .#$$('.( 3(- #P6(,- -K(-, 387(+#;;8 -/' O1,('1(, %;'M- .(+/& 3(-

    -('7&.(-= O+ -/P-,&,/( ;'#*'(--&7($(1, +K%1.&(1 -(.,(/' 3( +% mBZ e7(1,( Q 3&-,%1.(f .#11/ (1

    A'%1.( Q ,'%7('- +(- $%'9/(- b G% g(3#/,( c: b G(- < "/&--(- c: (,.= >( -(.,(/' % 8,8 /1 0#',

    ;#/'7#C(/' 3K($;+#&- 3%1- 3(- P%--&1- 8.#1#$&9/(- 3/'($(1, 8;'#/78- ;%' +% .'&-(

    &13/-,'&(++(= >#1./''(1.8 ;%' +(- 1#/7(%/S %.,(/'- 3/ (4.#$$('.(: +( -(.,(/' 3( +% 7(1,( Q

    3&-,%1.( % ;'#*'(--&7($(1, 3&*&,%+&-8 -#1 %.,&7&,8= O+ '(-,( ,#/,(0#&- (1 A'%1.( 3(-b &''83/.,&P+(- 3/ P#1 3( .#$$%13( ;%;&(' c .#$$( +( 1#,( A'%12#&- J#1P#&-( ;#/' +%

    AHmBZ= GK%.,/%+&,8 '8.(1,( % $#1,'8 9/( +(- %1.&(11(- $%'9/(- 0#',(- 3( +% mBZ -#/00'%&(1,

    3( +K8$('*(1.( 3/ .#$$('.( 1/$8'&9/(: -/',#/, 9/%13 (++(- %7%&(1, ,%'38 Q -K%3%;,(' %/S

    3($%13(- 3(- .#1-#$$%,(/'-=

    ]#/' +(- &1,('1%/,(- .#$$( ;#/' +(- $%'.?%13-: )##*+( 1K(-, ;%- /1 '#P&1(, $%&- /1 0&+,'(=

    Z%1- +( -(.,(/' 3/ .#$$('.( 3(- #P6(,-: )##*+( /,&+&-( -#1 ;#/7#&' 3( ;'(-.'&;, ;#/'

    .#1-,&,/(' /1 %--#',&$(1, (1 0#1., 3( -(- ;'#;'(- .#1,'%&1,(- 3( '(7(1/=

    ! ]'(1#1- /1 (S($;+( ;'%,&9/( 5 -/' +K#00'( 3( ,8+87&-(/'- G>Z 3/ $#,(/' 3( '(.?('.?(:

    )##*+( (-, (1 -&,/%, 3( -( -('7&' 3%1- +(- .%,%+#*/(- 3(- $%'.?%13- -%1- ,(1&'.#$;,( 1& 3( +(/' 1&7(%/ 3( $%'*( -/' +( #/ +(- ;'#3/&,- '(,(1/-: -%1- ,(1&' .#$;,(

    1#1 ;+/- 3( +(/' ;#+&,&9/( 3K%--#',&$(1, e$&S ;'&S4;'#3/&,f=

    ! H1 '8%+&,8: ;#/' /,&+&-(' /1( &$%*( -&$;+(: )##*+( 3(7&(1, 3&'(.,(/' 3(- 7(1,(- .?(U

    -(- .#1./''(1,- $%&- (1 .#1,&1/%1, 3( *8'(' -#1 ;'#;'( .#$;,( 3( '8-/+,%,= G(

    ;#/7#&' 3( ;'(-.'&;, 3K/1( (1,'(;'&-( ;%' '%;;#', Q /1( (-, /1 ;#/7#&' 3( $%'.?8

    38.&-&0= O+ -K%*&, 3K/1 ,'%1-0(', 3( ;#/7#&' (, 3( -#/7('%&1(,8 8.#1#$&9/( 3#1, +(-

    .#1-89/(1.(- -#.&%+(- -( ;%C(1, 386Q=

    O9 L9 M&( *),'&( ;&+6&.'2&%%&( b',& ,&10(',0C+7&( (+, %& 3),*H7 A

    G( ;'($&(' .#1-,%, *818'%+($(1, ;%',%*8 ;%' +% .#$$/1%/,8 8.#1#$&9/( (-, .(+/& 3(

    +K%7%1.( &''%,,'%;%P+( 3( )##*+( -/' +( $%'.?8 3( +% '(.?('.?(: (1 H/'#;(= G% ;%', 3(

    $%'.?8 3( )##*+( -/' +(- *'%13- $%'.?8- (/'#;8(1- 3( +% '(.?('.?( (-, 3( ;+/- 3( LFX= H1

    $#3&0&%1, '8*/+&M'($(1, -#1 %+*#'&,?$(: )##*+( '(10#'.( +% 38;(13%1.( 8.#1#$&9/( 3( -(-

    .+&(1,- ;/P+&.&,%&'(- (, %..'#&, -#1 ;#/7#&' 3( ;'(-.'&;, %/;'M- 3/ ;/P+&.= >K(-, /1 8+8$(1,

    (--(1,&(+ 3( .#$;'8?(1- 9/& 1#/- ;('$(,,'% (1-/&,( 3( $&(/S .('1(' +( .#1.(;, 3K%P/-

    3( ;#-&, 3#$&1%1,(= G(- 8.#1#$&-,(- %/3&,v- ;%' +( >#1-(&+ 1%,%+ 3/ 1/$8'&9/(

    (1 #.,#P'( EF@< #1, ;'(-9/( ,#/- '(.#11/ +( .%'%.,M'( 1#1 .#1,(-,%P+( 3/ $%'.?8 3( +%

    '(.?('.?( ?#'&U#1,%+(= G( -/..M- 3( )##*+( 0#138 -/' +(- &1,/&,- 7&-%&'(- 3( -(-

    3&'&*(%1,- (-, ,(+ 9/( 1/+ &17(-,&--(/' 1( 7&(13'% +( .#1,(-,(' (1 '%&-#1 3(- P%''&M'(-3K(1,'8( 0&1%1.&M'(- -/' .( $%'.?8= >(- P%''&M'(- -#1, .#1-,&,/8(- 3(- $&++&('- 3( -('7(/'-

  • 7/24/2019 Etude Google France

    15/43

    "A

    9/& &13(S(1,: .+%--(1,: .%,%+#*/(1, (1 ,($;- '8(+- +(- $&++- 7#&'( +(- $&++&%'3- 3( ;%*(-

    t(P= B .( -,%3(: %/./1 8781($(1, ;'87&-&P+( (S#*M1( 1( -($P+( (1 $(-/'( 3( ;(',/'P('

    3/'%P+($(1, +% $%'.?( (1 %7%1, 3( +K(1,'(;'&-(= "#/- .#/7(', 3K%1#1C$%,: /1 %7#.%,

    ;%'&-&(1 -;8.&%+&-,( 3/ 1/$8'&9/( &$%*&1( +(- .%- 3( 0&*/'( -/&7%1,- 5 b /1 P#/+(7('-($(1,

    .+&$%,&9/(: /1( *'%13( ;%11( 8+(.,'&9/(: /1( '87#+/,: /1( */(''( 5 %/./1 3( .(-

    ;?81#$M1(- 1( ,#/.?('%&, )##*+( %/ 3(+Q 3( 9/(+9/(- ?(/'(-= N#/- -#$$(- (1 ;'8-(1.(3K/1 G87&%,?%1 -%1- ,(''&,#&'(= B +K&17('-( +K8.#1#$&( '8(++( ;#/''%&, -K%''T,(' 3( 0#1.,('

    (, +(- ($;+#&- -('%&(1, ;('3/-: $%&- )##*+( %/'%&, +(- $#C(1- 3KC -/'7&7'( c=

    B7(. /1( *'%13( &1,(++&*(1.( ,%.,&9/(: )##*+( '8&17(-,&, -(- P8180&.(- ;#/' %..'#&,'( -#1

    %7%1.( (, 387(+#;;(' 3(- -('7&.(- -/P#'3#118- 3( 1%,/'( Q .#$;+8,(' -#1 #00'( 3( P%-(= G%

    .'#&--%1.( (S,('1( 3( )##*+( % 0%P'&9/8 9/(+9/(- 1#/7(%/S $&++%&'(-: +( ;+/- -#/7(1,

    3(- 6(/1(- *(1- 9/& %7%&(1, $&- %/ ;#&1, /1( 1#7%, ,(.?1#+#*&9/(@F

    = ]/&- +K(1,'(;'&-( %

    %*'8*8 +(- 1#/7(%/,8- 3/ $%'.?8 Q -#1 -('7&.( 3( P%-( ;#/' $&(/S .#/7'&' +(- /1&,8- 3(

    P(-#&1 3(- &1,('1%/,(-= )##*+( (-, .+%&'($(1, (1*%*8 3%1- /1( .#/'-( %/ 387(+#;;($(1,

    ;#/' ;'&7(' 3K#SC*M1( -(- ;#/'-/&7%1,- +#&1,%&1-= )##*+( ;'&7&+8*&( +K&17(-,&--($(1, Q +%'(1,(= >K(-, %/ 0#13 /1( 1#/7(++( ;+/,n, &19/&8,%1,( ;#/' +( ;+/'%+&-$( 3/ $%'.?8 (, ;#/'

    +(- *%'%1,&(- 3( ,'%1-;%'(1.( #00(',(- %/S .#1-#$$%,(/'-= l#/- +(- 8.#1#$&-,(- -%7(1, 9/(

    +( $#1#;#+( .'88 ;(/ 3( ;'#*'M- ;#/' +( $%'.?8= O+ '%,( +K&11#7%, (, ;'80M'( (1

    *818'%+ -% ;'#;'( '(1,( %/ 38,'&$(1, 3(- &1,8'T,- 3(- /-%*('-=

    B .( -,%3(: +(- 8,/3(- '8%+&-8(- -/' +K&$;%., 3(- )BAB e)##*+(: B$%U#1: A%.(P##a B;;+(f #1,

    ;#',8 (--(1,&(++($(1, -/' +(- %7%'&(- 0&-.%+(-= ](/ 3( 3#./$(1,- ;'8.&- (S&-,(1, -/' +K&$;%.,

    8.#1#$&9/( 3&'(., (, &13&'(., (, %/./1 -/' +K&$;%., -#.&%+=

    ]#/' $(-/'(' +K&$;%., -#.&%+ ;'87&-&P+( 3(- )BAB -/' +( (4.#$$('.( 0'%12%&- (, -/' +( '8-(%/

    3/ .#$$('.( ;?C-&9/(: 1#/- %7#1- /,&+&-8 /1( $8,?#3#+#*&( 3K87%+/%, -&$;+(=

    N#$P'( (-,&$8 3K(1,'(;'&-(- 3/ (4.#$$('.( (1 A'%1.(

    m#+/$( 3K($;+#&-

    ",'/.,/'( 3(- (1,'(;'&-(- e;%' +% ,%&++(f (, 87%+/%, 3/ '&-9/( -#&, 3( .#1.(1,'%,

    -#&, 3( 3&-;%'&,=

    ",'/.,/'( 3(- (1,'(;'&-(- ;%' +(/' 1%,/'( 5 $%'.?%13-: .+&.- r $#',%': .#$;%'%,(/'-

    ;/' ]+%C('

    \#( *#.*%+(0#.( 1).( *& 1#3)0.& (& ',#+6&.' @ %) -0. 1& *&''& 7'+1&9

    "?J#K`aVRI (%1;1% 6,7;P1P *% "? 6>)>9;P6 >= 70;889% *$>88>;9%6 *% /@? ??? %=9,6 (>9 >: %61 9>70%1P% (>9

    +,,-)% "H ';));,:6 *$%=9,65 W> 1%70:,),-;% ,(1;';6% )% 8,:71;,::%'%:1 *%6 W'>91(0,:%6 6,=6 6b61_'%

    *$%&(),;1>1;,: M:*9,;*5K: ^=;))%1 .?"/U +,,-)% > 9>70%1P c>C%U =:% >(();7>1;,: ',G;)% -9>1=;1% *% :>D;->1;,: +dWU (,=9 " ';));>9*

    *$%=9,65

  • 7/24/2019 Etude Google France

    16/43

    "@

    O9 G9 4.& *#.*+,,&.*& ;#((0C%& ;), %& C)(9

    Z( @LLW Q EF@F: +(- .#$;%'%,(/'- 3( ;'&S #1, #P,(1/ 3'#&, 3( .&,8 3%1- +(- '(.?('.?(-

    1%,/'(++(- -/' +% P%-( 3( +(/' -(/+ $8'&,(= B ;%',&' 3( EF@F: )##*+( .?%1*( 3( ;#+&,&9/( (,

    '8./-( .(',%&1- .#$;%'%,(/'- %/ $#,&0 9/( +(/' #00'( (-, &1-/00&-%1,( #/ $83.'(= >(/S 9/&

    -/'7&7(1, -#1, ;+%.8- (1 -&,/%, 3( .#1./''(1.( %7(. +(- #00'(- )##*+(: +(-9/(++(-P8180&.&(1, -(/+(- 3( +K%..M- Q +K&1,('0%.( &$%*(= G% +/,,( (-, &18*%+( 3%1- +% $(-/'( #v +(-

    #00'(- )##*+( P8180&.&(1, 3/ $#1#;#+( (S.+/-&0 3( +K%00&.?%*( &++/-,'8= >#$$(1, 3M- +#'-

    -#',&' 3( .(,,( &$;%--( .#$$('.&%+( ;#/' +(- ;'#3/.,(/'-: +(- %--($P+(/'-: +(-

    .#$;%'%,(/'- (, +(- .#1-#$$%,(/'-i

    G% -#+/, +% ;+/- %3%;,8( -('%&, &.& 3K&$;#',(' +(- (S($;+(- 3( P#11( *#/7('1%1.( 3(-

    -(.,(/'- '8.($$(1, #/7(',- Q +% .#1./''(1.(= ]#/' .'8(' /1 %..M- 8*%+&,%&'( 3(- ,&('- %/

    '8-(%/: +( $#,(/' 3( '(.?('.?( 3#&, ;#/7#&' ;'#;#-(' 3(- 'M*+(- ;%',%*8(- (1,'( ,#/- +(-

    #00'(/'-: C .#$;'&- +/& $T$( 9/%13 &+ (-, (1 -&,/%, 3( .#1,'n+( 3( ,#/,( +% .?%&1( 3(

    7%+(/' Q ,'%7('- b -(- #00'(- $%&-#1 c=

    Z%1- +( -(.,(/' 3(- ,8+8.#$$/1&.%,-: +K%..M- Q +% P#/.+( +#.%+( % 8,8 '(13/ ;#--&P+( ;#/'+(- 1#/7(%/S (1,'%1,- ;%' +K%., 7#+#1,%'&-,( 3( +KBg>H]: +KB/,#'&,8 3( '8*/+%, 3(-

    ,8+8.#$$/1&.%,-= ]#/' -#/,(1&' /1( .#1./''(1.( '8(++( (, +#C%+(: +KBg>H] %7%&, 0&S8 /1

    ;'&S 3( +#.%, 3K@:@D(/'#- ;%' ,T,( (, ;%' $#&- ;#/' 9/( +(- .#1./''(1,- ;/&--(1, %7#&'

    %..M- %/ '8-(%/ 3( A'%1.( l8+8.#$= G( $#,(/' 3( '(.?('.?(: -(/+ %..M- %/S .#1-#$$%,(/'-

    (-, /1 ;#&1, 3( ;%--%*( #P+&*8 ;#/' +(- (1,'(;'&-(- 3/ (4.#$$('.(=

    "K%*&,4&+ ;#/' %/,%1, 3K/1( 0%.&+&,8 (--(1,&(++( i V1( ;%',&( 3( +% .#$$/1%/,8 1/$8'&9/(

    7#/3'%&, +( 38$#1,'(': $%&- +( '%&-#11($(1, -( ?(/',( Q 3(- +&$&,(- 6/'&3&9/(-= b V1( 0%.&+&,8

    (--(1,&(++( ;#-,/+( +( 3'#&, ;#/' +(- %/,'(- #;8'%,(/'- 3( -( P'%1.?(' -/' /1 -('7&.(= N(

    .#10#13#1- ;%- ,#/,= O+ 1( -K%*&, ;%- 3K/1 3'#&, 3K(S;'#;'&%, #/ 3( .%;,%, 3( .+&(1,M+( c

    eJ( Z'#/%'3 3/ .%P&1(, -;8.&%+&-8 wrw *%,(-f= p': )##*+(: (-,&$( +(- 6/'&-,(-: 1( ;(/, ;%-T,'( 9/%+&0&8 3( 0%.&+&,8 (--(1,&(++( 3%1- +% $(-/'( #v &+ (S&-,( 3(- %+,('1%,&7(-= H++(- -#1,

    0%&P+(- Q .( 6#/': $%&- (++(- (S&-,(1,= "& )##*+( 7(1%&, Q T,'( 380%&++%1,: 3K%/,'(- $#,(/'-

    7&(13'%&(1, -/P-,&,/(' +K#00'( 3( +K(1,'(;'&-( .%+&0#'1&(11( -%1- 9/( +K#1 ;/&--( ;+%&3(' +%

    '/;,/'( 3/ -('7&.( ;#/' +(- &1,('1%/,(-=

    ]#/',%1, 3%1- +( .%- 3( A'%1.( l8+8.#$: +( .dP+( 8,%&, %/--& /1( %+,('1%,&7( e@FX 3/ $%'.?8f

    $%&- +K%1.&(1 $#1#;#+( % 9/%13 $T$( 8,8 .#1,'%&1, 3K#/7'&' -#1 '8-(%/ %/S 1#/7(%/S

    (1,'%1,-= N#/- 7(''#1- 3%1- 1#- .#1.+/-- 9/( -& )##*+( 1( ;(/, ;%- T,'( .#1-&38'8 (1

    3'#&, .#$$( /1( 0%.&+&,8 (--(1,&(++(: &+ (S&-,( P&(1 3%1- /1 -(.,(/' .#11(S( /1 %P/- 3(

    ;#-&, 3#$&1%1,(=

    O9 B9 ",).1 ;#+6#0, &' $,).1&( ,&(;#.()C0%0'7(9

    "/' +( $%'.?8 3( +% '(.?('.?( ?#'&U#1,%+(: )##*+( % %.9/&- ;+/- 3( LDX 3(- ;%',- 3( $%'.?8=

    N/+ 1( .#1,(-,( +( -/..M- 3( .( $#,(/': ;%- ;+/- 9/( +( $8'&,( 3( -(- ;'#$#,(/'-: $%&- 1#/-

    .#1-&38'#1- 9/K/1 *'%13 ;#/7#&' 3K%..M- 3#&, T,'( %..#$;%*18 3( *'%13( '(-;#1-%P&+&,8

    -#/- ;(&1( 3( 7#&' -( .#1-,&,/(' 1#1 -(/+($(1, /1 $#C(1 /1&9/( 3K%..M- Q +% '(.?('.?(

    $%&- %/--& /1 $#1#;#+( .#$$('.&%+ 3K%..M- Q +% 3($%13( (1 .#1,'%7(1, %7(. ,#/,(- +(-

    'M*+(- 3/ .#$$('.(= B .(, 8*%'3: +(- %,('$#&($(1,- 3( +% >#$$&-- (/'#;8(11( -/'

    )##*+( 3(;/&- 1#7($P'( EF@F -#1, &19/&8,%1,-= "#/.&(/-( 3( ;'#$#/7#&' 3(- 'M*+(-

    #/7(',(- 3( .#1./''(1.( 3%1- 3( 1#$P'(/S -(.,(/'- .#$$( +K81('*&( #/ +(- ,'%1-;#',-: +%>#$$&-- ;(&1( Q ,&'(' +(- .#1.+/-- 3( +% -&,/%, %.,/(++( -/' +( $%'.?8 3/

  • 7/24/2019 Etude Google France

    17/43

    "H

    1/$8'&9/(= ]#/',%1,: +% $(1%.( (1 $%,&M'( 3( +&P'( .#1./''(1.( (-, -8'&(/-( (, -(-

    .#1-89/(1.(- -#.&%+(- 1( 3(7'%&(1, ;%- T,'( &*1#'8(- 3%1- /1 (-;%.( 8.#1#$&9/( $%'9/8

    ;%' /1 .?n$%*( 3( $%--(=

    p1 '(.(1-( @@[ DFF -&,(- 3( .#$$('.( 8+(.,'#1&9/( (1 A'%1.(= Z( ,'M- *'%13(- (1,'(;'&-(-

    #1, 38;+#C8 3(- -,'%,8*&(- .'#-- .%1%+= ANB> (-, ;%'$& +(- ;+/- ($P+8$%,&9/(- 3( .(,,($/,%, 3/ .#$$('.( ;?C-&9/( 7('- +( .#$$('.( 1/$8'&9/(= B/ .#,8 3(- b ]/'( ]+%C(' c:

    +( .#$$('.( ,'%3&,(+ $/,( ;(/ Q ;(/ 7('- /1( #00'( 38$%,8'&%+&-8(= GK(16(/ (1 ,('$(

    3K($;+#&- (-, .#1-&38'%P+(= G(- .#$;%'%,(/'- #1, %;;#',8 3( +K&11#7%, -/' +( $%'.?8=

    M=#;'0#. e&C '# ('#,& 9/& ;('$(, 3( 3&'&*(' +( ( .#1-#$$%,(/' 7('- /1 ;#&1, 3( 7(1,(

    '(1.#1,'( /1 -/..M- *'%13&--%1, (, %;;#',( 1#1 -(/+($(1, 3(- &10#'$%,- ;'8.&-(- (,

    3#./$(1,8(- %/S .#1-#$$%,(/'- $%&- +(/' ;('$(, %/--& 3( *%'3(' /1 .#1,%., %7(. +(

    .#$$('.( ;?C-&9/(: ;>%& 1=78+0%0C,& 7*#.#308+& &' (#*0)% 1).( %&( '&,,0'#0,&(= G(-

    .#$;%'%,(/'- #1, 8*%+($(1, 387(+#;;8 3(- %;;+&.%,- 383&8(- %/ $4.#1-#$$%,(/' -/'

    +(- $#P&+(-= l#/,(- .(- &11#7%,- #1, 8,8 0&1%1.8(- ;%' 3(- %.,(/'- (1 -&,/%, 3(

    .#1./''(1.(= G( $#1#;#+( 3( +K#00'( %/'%&, 3(- .#1-89/(1.(- 387%-,%,'&.(- -/' 1#,'(8.#1#$&(=

  • 7/24/2019 Etude Google France

    18/43

    "F

    T9 P',)'7$0& 1& "##$%&

    )##*+( (-, ;%--8 ;'#*'(--&7($(1, 3( -#1 %.,&7&,8 ;'&1.&;%+( 3( $#,(/' 3( '(.?('.?( Q /1(

    %.,&7&,8 3( ;'(-.'&;, .#$$('.&%+(= GK(1,'(;'&-( % /,&+&-8 -% ;#-&, 3#$&1%1,( 3%1- +(

    -(.,(/' 3( +% '(.?('.?( (, ;'#0&,8 3( -#1 %..M- 3&'(., %/S &1,('1%/,(- -/' +% P%-( 3K/1 -('7&.(

    *'%,/&, ;#/' 3(7(1&' Q -#1 ,#/' $%'.?%13 3/ 1(, *'d.( Q -(- -('7&.(- -/P#'3#118-=

    T9 J9 M) (',)'7$0& 1& "##$%& ) 7'7 ;,#$,&((06&9 :. ;&+' %) ,7(+3&, &. U $,).1&( 7');&( g

    ! )##*+( .#$;%'%,(/' 3( ;'&S .+%--&9/(

    ! G( `/13+&1* 5 G(- #00'(- 3( ;'#3/&,- -#1, %--($P+8(- 3%1- /1 8.#-C-,M$( ;'#;'( Q

    )##*+(

    ! )##*+( &1,'#3/&, /1 #/,&+ 3( '808'(1.($(1, ;%C%1, %/S .#,8- 3( -#1 .#$;%'%,(/'

    ! )##*+( -?#;;&1* x +( .#$;%'%,(/' 3&-;%'%&, (, -(/+ -/P-&-,( /1 #/,&+ 3K(1.?M'(-

    ;%C%1,(-

    ! )##*+( .'88 3(- 0'&.,-: 3(- P%''&M'(- 3K(1,'8( ;#/' %..83(' %/S #00'(- %+,('1%,&7(-=

    G(- .#1-#$$%,(/'- -#1, .%;,&0-=

    T9 L9 M) *);'+,& 1+ 3),*H7 g 3#1& 1=&3;%#09

    )##*+( % -/&7& /1 ;+%1 3( '#/,( ;'8.&- ;#/' 3(7(1&' +K/1&9/( 7(13(/' -/' .( $%'.?8 5

    O+ &1,'#3/&, 3%1- /1 ;'($&(' ,($;- -#1 ;'#;'( .#$;%'%,(/' 3( ;'&S: .!!*$& /0!1)+( 2&30+4 5

    G#'-9/( +K/,&+&-%,(/' (00(.,/( /1( '(.?('.?( 3( ;'#3/&,: +K%+*#'&,?$( *81M'( /1( +&-,( 3( +&(1-3&'&*(%1, 7('- +(- -&,(- 3(- $%'.?%13-= G(- '8-/+,%,- %00&.?(1, 3(- ;'#3/&,- -;8.&0&9/(- %7(.

    ;?#,#- (, ;'&S 3C1%$&9/(-= >(- '8-/+,%,- -#1, '(*'#/;8- 3%1- /1 8.#-C-,M$( -;8.&0&9/( Q

    )##*+(=

    &= J&-( (1 %7%1, 3( -#1 ;'#3/&, (, ;81%+&-%, 3(- .#1./''(1,-

    %f G(- '8-/+,%,- -#1, %--($P+8- ,#/, (1 ?%/, 3( +% ;%*( ;'&1.&;%+(: 6/-,( %;'M- +(- B3t#'3-

    e;/P+&.&,8 ;%C%1,(f= >( ;#-&,($(1, (-, $%1/(++($(1, $&- (1 ,T,( 3( '8-/+,%,-:

    &138;(13%$$(1, 3/ ;+%.($(1, 9/( +K%+*#'&,?$( %/'%&, 1%,/'(++($(1, (00(.,/8 e(, +(-

    '8-/+,%,- .!!*$& /0!1)+( 2&30+4 1K%/'%&(1, .(',%&1($(1, ;%- 8,8 ;#-&,v- (1 ;'($&M'(;#-&,f

    Pf H1 ;%'%++M+(: +(- .#$;%'%,(/'- 3( ;'&S .#1./''(1,- .#1,&1/(1, 3KT,'( '808'(1.8- 7&%

    +K%+*#'&,?$( #'*%1&9/( e*'%,/&,f $%&- )##*+( 1( +(/' ;('$(, ;%- 3KT,'( +&-,8 3%1- .!!*$&

    /0!1)+( 2&30+4: 1& 3( ;#/7#&' %00&.?(' /1 +&-,&1* 89/&7%+(1, (1 9/%+&,8 5 ;?#,#- (, ;'&S

    3C1%$&9/( e%/,#$%,&9/($(1, $&- Q 6#/' ;%' '%;;#', %/ -&,( 3/ $%'.?%13f= G(-

    .#$;%'%,(/'- &138;(13%1,- 1( ;(/7(1, 3#1. 9/K%00&.?(' /1( +&-,( %/ 0#'$%, ,(S,(: &+- -#1,

    38-%7%1,%*8- 7&- Q 7&- 3/ ;'#3/&, $%&-#1 3( )##*+(=

    .f )##*+( -K%,,%9/( %/--& %/ ;#-&,($(1, 3(- #00'(- .#1./''(1,(- 3%1- +(- '8-/+,%,- 3(

    '(.?('.?(= J%1/(++($(1, #/ (1 .?%1*(%1, -#1 %+*#'&,?$(: 9/K&$;#',(: +(- .#$;%'%,(/'- 3(

    ;'&S &138;(13%1,- 7#&(1, +(/'- '%1*-: 3%1- +(- '8-/+,%,- 3#118- ;%' +K%+*#'&,?$( #'*%1&9/(:3&$&1/(' -&*1&0&.%,&7($(1,=

  • 7/24/2019 Etude Google France

    19/43

    "E

    3f )##*+( '8,'#*'%3( +( '%1* 3(- .#1./''(1,- 3%1- +(- '8-/+,%,-: (1 +(- '(;#/--%1, 3%1- /1

    ;'($&(' ,($;- (1 3(--#/- 3( +% +&*1( 3( 0+#,,%&-#1 eG% +&*1( 3( 0+#,,%&-#1 (-, /1( +&*1(

    &$%*&1%&'( (1 3(--#/- 3( +%9/(++( +( .#1,(1/ 3( +% ;%*( 1y(-, 7&-&P+( 9/( -& +y#1 %*&, -/' +%

    $#+(,,( 3( -#/'&-f: ;/&- (1 ,#/,( 0&1 3( ;'($&M'( ;%*(: ;#/' 0&1&' (S.+/- 3( +% ;'($&M'( ;%*(

    3%1- +( ;&'( 3(- .%-=

    B&1-& -& +K#1 ;'(13 +(- '8-/+,%,- 3( '(.?('.?( #'*%1&9/( ;#/' 3/ -?#;;&1*: &. OXIXF `XV 1&'&%%&( ,&*H&,*H&( 3#.',&.' 1&( *#3;),)'&+,( 1& ;,0? &. ;,&30Z,& ;)$&9 S. OXITF *& *H0--,&

    *H+'& @ OXV3( .#$;%'%,(/'- 3( ;'&S &138;(13%1,- +&-,8- (1 ;'($&M'( ;%*(=

    >#$;,( ,(1/ 3(- .#$;#',($(1,- %.,/(+- 3(- /,&+&-%,(/'- -/' &1,('1(,: T,'( '(;#/--8 %/--&

    +#&1 3%1- +(- '8-/+,%,- 89/&7%/, Q +K&17&-&P&+&,8: Q +K&1-&*1&0&%1.(= G(- .#1-89/(1.(- ;#/' +%

    .#1./''(1.( -#1, 387%-,%,'&.(- .%' +(/' $#3M+( (-, ,#,%+($(1, 38;(13%1, 3/ ,'%0&. 9/K&+-

    ;%'7&(11(1, Q *818'(' -/' +(/' -&,(=

    G% .#$P&1%&-#1 3K/1( $&-( (1 %7%1, 3( -(- ;'#3/&,- (, 3( +K87&., 3(- .#1./''(1,- ;%'

    +K%,'#;?&( 3( +(/' ,'%0&. ;('$(, Q )##*+( 3KT,'( (1 -&,/%, 3( 3#$&1%, 3/ $%'.?8=

    )##*+( 0%&, +(7&(' 3( -% ;#-&, 3( $#1#;#+( -/' +( $%'.?8 3(- $#,(/'- 3( '(.?('.?( ;#/'

    ;%'7(1&' %/ $#1#;#+( 3(- .#$;%'%,(/'- 3( ;'&S=

    &&= GK(S;+#&,%, 3/ $#1#;#+( ;#/' $%S&$&-(' -(- '(7(1/-

    >(,,( 3#$&1%, 3( )##*+( 1( ;(/, 3%1- /1 ;'($&(' ,($;- -( ,'%3/&'( 3K/1 ;#&1, 3( 7/(

    8.#1#$&9/(= .!!*$& /0!1)+( 2&30+48,%1, 3( +% '(.?('.?( #'*%1&9/( e*'%,/&,(f: )##*+( 1(

    ;#/7%&, #P,(1&' 3( '(1,( 3( $#1#;#+( 3(- $%'.?%13-=

    O1,'#3/., 3/ ;'#3/&, ;%C%1, ]GB-

    ]#/' (S;+#&,(' -% -&,/%, 3( 3#$&1%, (, %/*$(1,(' -(- P8180&.(-: )##*+( 38;+#&( +(

    ]'#3/., G&-,&1* B3-= >?%9/( ]GB .#1,&(1, +% ;?#,# 3/ ;'#3/&, ;'#$/ %&1-& 9/K/1 ;'&S

    3C1%$&9/(: (S%.,($(1, .#$$( +( .!!*$& /0!1)+( 2&30+4: Q +% 3&008'(1.( 9/( +(- $%'.?%13-

    3#&7(1, ;%C('=G( ;+%.($(1, %/ -(&1 3( +% +&-,( (-, %+#'- 0#1., 3/ '(7(1/ *818'8 ;%' +( $%'.?%13 ;#/'

    )##*+( 5 +( $#1,%1, #00(', ;%' +( $%'.?%13 e>#/, ;%' .+&.f $/+,&;+&8 ;%' +( 1#$P'( 3( .+&. 9/(

    +% ;/P+&.&,8 #P,&(1,= >( ;'#3/&, 1K(-, 3#1. ;+/- /1 .#$;%'%,(/' 3#1, +% 0#1., (-, 3( +&-,('

    +(- ;'#3/&,- 3( .?%9/( 7(13(/' (1 0#1., 3/ ;'&S: $%&- P&(1 +.& ;%)'&-#,3& 1=&.*HZ,&

    ;+C%0*0')0,v +( ;+/- #00'%1, 7(''% -(- ;'#3/&,- +(- $&(/S ;+%.8-=

    G(- ]GB- -#1, &1&,&%+($(1, '(*'#/;8- (1 ?%/, Q 3'#&,( 3( +K8.'%1: 3%1- /1 (1.%', 3&-,&1., (,

    ;'808'(1,&(+: %+#'- 9/( +(- +&-,(- .!!*$& /0!1)+( 2&30+4-#1, (1.#'( ;'8-(1,(- (1 ?%/, 3(-

    '8-/+,%,- 3( '8;#1-( (, 9/( +( '(-,( 3(- .#$;%'%,(/'- &138;(13%1,- (-, $&- ?#'- 6(/=

  • 7/24/2019 Etude Google France

    20/43

    .?

    ! '&5 6 &7&,8$&5 1& 83*& 1& 0&+4&0+4& 5!"( (095 +$3%05: ;3"5 $& 80&,%&0 &7&,8$& $& &" +303+(90&5 ,%"&)05: ?&5 %$$)5(03(%!"5 5)0 $3 10!%(& 1& $+03" 3((%0&"( $(> 8$3+>&5 13"5 $& +!085 1& $

  • 7/24/2019 Etude Google France

    21/43

    ."

    &&&= J&-( (1 ;+%.( 3( P%''&M'(-

    B7%1, 3( ;#/7#&' '($;+%.(' 380&1&,&7($(1, -#1 .#$;%'%,(/' 3( ;'&S $%&-#1 .!!*$& /0!1)+(

    2&30+4 ;%' -#1 #00'( ;%C%1,(: )##*+( -( 3(7%&, 3K&1,'#3/&'( 3(- P%''&M'(- ;#/' 9/(

    +K/,&+&-%,(/' %&, 3&00&.&+($(1, %..M- Q 3(- 7'%&- .#$;%'%,(/'- 3( ;'&S: -%1- 1#1 ;+/- 8+&$&1('

    .#$;+M,($(1, .(/S .&: ;#/' 1( ;%- T,'( ;'&- Q 380%/, ;%' +(- %/,#'&,8- 3( +% .#1./''(1.(=]#/' C ;%'7(1&': )##*+( 7% &1,'#3/&'( /1 (1-($P+( 3( .?%1*($(1,- 9/& %/'#1, ;#/' P/, 3(

    ,&.1,& %)C#,0&+(& '#+'& '&.')'06& 1& ,&*H&,*H& 1=+.& *#3;),)0(#. 1& ;,0?= )##*+( 7%

    ;'#3/&'( 3( +% ;(',( 3( ,($;-: 3( +% 0'/-,'%, ;#/' +K/,&+&-%,(/' (1 /,&+&-%1, 3(- %',&0&.(- ,(+-

    9/( $%-9/(': 0+#/,(' +(- &10#'$%,- '(+%,&7(- %/S 0'%&- 3( ;#', #/ %/*$(1,(' +( 1#$P'( 3(

    ;%*(- 9/( +( .#1-#$$%,(/' 3#&, 7&-&,(' ;#/' (10&1 %7#&' +(- &10#'$%,- 9/K&+ '(.?('.?( -/'

    ;'&S=

    ]#/' +K/-%*(' 3( +K&1,('1(,: *T1(' +K%..M- %/S #00'(- %+,('1%,&7(- (, Q 3(- $8.%1&-$(- 3(

    .#$;%'%&-#1 3(- ;'&S 6#/( +( 'n+( 3( P%''&M'(- Q +K(1,'8(= >%' +( .#1-,%, '%,(+ 3(''&M'(

    .(,,( -,'%,8*&( 3( )##*+( (-, -&$;+( (, &$;%'%P+( 5 +( .#1-#$$%,(/' 1( ;(/, ;%- -( ;+%&13'(

    3( .( 9/K&+ 1( 7#&, ;%-: 1( .#11%o, ;%- (, %/9/(+ &+ 1K% ;%- %..M-= GK/,&+&-%,(/' 7% %&1-& '(-,('.%;,&0 %/ -(&1 3( +K8.#-C-,M$( )##*+(=

    O7= )##*+( "?#;;&1*

    )##*+( % ;'8;%'8 +( ,(''%&1= G(- .#$;%'%,(/'- &138;(13%1,- 9/& 1K#1, ;+/- #/ ;(/ 3(

    7&-&P&+&,8: -#1, '(+8*/8- -/' +% 0%.( .%.?8( 3/ 1(, e,#/,(- +(- %/,'(- ;%*(- %/,'(- 9/( +%

    ;'($&M'( ;%*( 3K/1( '(.?('.?( (00(.,/8(f: (, -#1, %00%&P+&- ;%' +% ;(',( 3( ,'%0&. 9/& (-, +(/'

    '%&-#1 3( 7(13'(= G( .#1-#$$%,(/' (-, .%;,8 (, .%;,&0= )##*+( % ;+%.8 -(- P%''&M'(- (, %

    38.&38 3(- &10#'$%,- %/S9/(++(- &+ %/'% %..M- (, 3(- %/,'(-: &17&-&P+(- e&10#'$%,- -/' +(

    ;'&S (, ;#--&P&+&,8 3( +(- .#$;%'('f=

    O+ ;(/, 3#1. -/;;'&$(' -#1 .#$;%'%,(/' 3( ;'&S )##*+( ]'#3/., "(%'.? (, +( '($;+%.(' ;%'+K/1&9/( 7(13(/' 3/ $%'.?8 )##*+( "?#;;&1*=

    )##*+( "?#;;&1* % 8,8 .'8( ;#/' %/*$(1,(' +(- '(7(1/- 3( +K(1,'(;'&-( (, ;#/' ;'#0&,(' 3( +%

    -&,/%, 3( $#1#;#+( 3/ *8%1, -/' +( $%'.?8=

    )##*+( "?#;;&1* 1K% '&(1 3K/1 .#$;%'%,(/' 3( ;'&S= "% +#*&9/( 1K(-, ;%- 3K#00'&' /1( +&-,(

    (S?%/-,&7( (, #'3#118( 3( ;'#3/&,- (1 7(1,( .?(U +(- 3&008'(1,- $%'.?%13- -(+#1 +( .'&,M'(

    3/ ;'&S= B/ .#1,'%&'(: (1 '8;#1-( Q /1( '(.?('.?( *818'%+( 3( ;'#3/&, elm G>Z ;%' (S($;+(f:

    )##*+( "?#;;&1* %00&.?( /1( +&-,( 3( ]GB-: .?%9/( ]GB .#1,(1%1, +( ;'&S 3K/1 $%'.?%13

    ;#/' /1 ;'#3/&, -;8.&0&9/( e"%$-/1* VHIFA_D@F ;%' (S($;+(f= H1 .+&9/%1, -/' /1 ]GB:

    +K/,&+&-%,(/' (-, 3&'&*8 %/,#$%,&9/($(1, -/' +( -&,( 3/ $%'.?%13: -%1- ;#--&P&+&,8 3(

    .#$;%'(' +(- ;'&S=p' .#$$( #1 +K% 3&, ;'8.83($$(1,: +(- $%'.?%13- (1.?8'&--(1, -/' +(- ]GB- (, .(/S 9/&

    *818'('#1, +( ;+/- 3( '(7(1/ ;#/' )##*+( -('#1, +(- $&(/S ;+%.8- 3%1- +% +&-,(= GK/,&+&-%,(/' %

    +K&$;'(-- 3KT,'( 3(7%1, /1 .#$;%'%,(/' 3( ;'&S 9/& 3#&, +/& 0%&'( '8%+&-(' 3(- 8.#1#$&(-=

    H1 '8%+&,8 &+ -( ,'#/7( 0%.( Q /1( ;+%.( 3K(1.?M'(- ;/P+&.&,%&'( #v +(- ;'#3/&,- 9/& +/& -#1,

    ;'#;#-8- -#1, .(/S ;#/' +(-9/(+- +(- $%'.?%13- 3&-;#-(1, 3/ $(&++(/' P/3*(, $%'a(,&1*=

    ZM- +#'- +% 9/(-, 9/( +K#1 3#&, -( ;#-(' (-, 9/& 7% ;%C(' +% 0%.,/'( 3( .(,,( (1.?M'(

    ;/P+&.&,%&'( i

  • 7/24/2019 Etude Google France

    22/43

    ..

    m= V1( -&,/%, 3( $#1#;#+( %/ 38;(13 3(- .#1-#$$%,(/'-

    ]#/' .#1,&1/(' Q 0%&'( $#1,(' +(- ;'&S 3(- (1.?M'(-: )##*+( 3(7%&, $&1&$&-(' %/ $%S&$/$

    +% .#1./''(1.( (1,'( +(- ]GB-@@

    = V1 .#$;%'%,(/' $(, (1 .#1./''(1.( +(- ;'&S 3(-

    $%'.?%13-: .( 9/& 7% 1%,/'(++($(1, ,&'(' +(- ;'&S 7('- +( P%-: 3&$&1/(' +(/' $%'*( (, 3#1.

    +(/' P/3*(, ;/P+&.&,%&'( ;%' ]GB=

    )##*+( "?#;;&1* 7% %+#'- 8+&$&1(' .(,,( .#$;8,&, (1,'( ]GB- 5 .?%9/( ]GB (1 '8;#1-( Q/1( '(9/T,( 3( '(.?('.?( 7% %00&.?(' /1 $%'.?%13 (, /1 ;'#3/&, -;8.&0&9/(: $%&- .( ;'#3/&,

    -;8.&0&9/( -('% (S.+/-&0 Q .( $%'.?%13= G( ;'#3/&, -;8.&0&9/( 3K/1 $%'.?%13 1( -('% ;%- (1

    .#1./''(1.( ;'&S .%' &+ -('% +( -(/+ %00&.?8: +(- %/,'(- ]GB- 3( +% +&-,( %00&.?%1, 3(- ;'#3/&,-

    3&008'(1,- $%&- '8;#13%1, Q +% '(9/T,( *818'%+(=

    J ',)6&,( "##$%& (H#;;0.$F "##$%& ) #,*H&(',7 +.& 0%%+(0#. 1=&?H)+('060'7 &' 1& *#3;),)'0-

    ;,0? )%#,( 8+=&. ,7)%0'7 0% #--,& +. ;%)*&3&.' &?*%+(0- )+ 3),*H).19

    H1 .#1-89/(1.(: +(- $%'.?%13- ;(/7(1, $%&1,(1&' 3(- ;'&S ;+/- ?%/, -%1- 9/( +(-

    .#1-#$$%,(/'- 1( -K(1 %;('2#&7(1,: .( 9/& +(/' ;('$(, 3( 3&-;#-(' 3/ P/3*(, -/00&-%1,

    ;#/' (1.?8'&' ;#/' +( $(&++(/' ;+%.($(1, -%1- 3&$&1/(' +(/'- $%'*(-=

    Z( -#1 .#,8: )##*+( ;(/, .#1,&1/(' Q 0%&'( $#1,(' +(- (1.?M'(- ;#/' +( ;+%.($(1, 3%1-)##*+( "?#;;&1*= >K(-, +( .#1-#$$%,(/' 9/& 7% +/& 0&1%1.(' .(,,( -/'(1.?M'( ;/P+&.&,%&'( (1

    ;%C%1, /1 ;'&S ;+/- 8+(78=

    4.& ).)%-;1 *% )> );61% *%6 (9,*=;16 6(,:6,9;6P65".+,,-)% 79;1;7;6%* >6 (9,*=71 );61;:- >*D%916 (=60 =( (9;7%6U J;:>:7;>) f;'%6 *= .B :,D%'G9% .?"/5

    011(23344458157,'3;:1)37'6363.3>??B7F/?

  • 7/24/2019 Etude Google France

    23/43

    ./

    ! "%1- -/';'&-(-: +(- ;'&S 3(- ;'#3/&,- ;'8-(1,- 3%1- )##*+( "?#;;&1* -#1,

    -&*1&0&.%,&7($(1, ;+/- 8+(78- 9/( .(/S +&-,8- 3%1- +(- .#$;%'%,(/'- 3( ;'&S

    &138;(13%1,-=

    H.?%1,&++#1- ED ;'#3/&,- 3( )'%13( .#1-#$$%,=

    H1 $#C(11( -/' /1( -8+(., 3( ED ;'#3/&,-: )##*+( "?#;;&1* (-, -C-,8$%,&9/($(1, ;+/-

    .?(' 9/( +(- %/,'(- .#$;%'%,(/'- &138;(13%1,-= G( .#1-#$$%,(/' ;%&( (1 $#C(11( E

  • 7/24/2019 Etude Google France

    24/43

    .B

    N#/- (1,(13#1- '%;;(+(' &.& 9/(++(- -#1, +(- 'M*+(- 3( 0#1.,($(1, 3K/1 .#$;%'%,(/' 3(

    ;'&S b ;/'( ]+%C(' c (, 9/(+ (-, -#1 $#3M+( 8.#1#$&9/(=

    G(- .#$;%'%,(/'- 3( ;'&S '(.(1-(1, +(- #00'(- 3&-;#1&P+(- ;%' ;'#3/&, 3($%138= O+-

    ;'8-(1,(1, (1-/&,( +K8,%, 3( +(/' '(.?('.?( %/S .#1-#$$%,(/'- -%1- 6%$%&- &1,('7(1&'

    -/P6(.,&7($(1, 3%1- +( .+%--($(1, 3(- #00'(-= >(++(- .& -#1, ;'8-(1,8(- -%1- ;'808'(1.(;%',&./+&M'(: -%1- ;'(-.'&;,: $%&- /1&9/($(1, -/' +% P%-( 3(- .'&,M'(- 3( -8+(.,

    89/&,%P+($(1, %;;+&9/8- Q ,#/,(- +(- #00'(-=

    G(- .'&,M'(- 1( -#1, ;%- 7%'&%P+(-= O+- -K%;;+&9/(1, Q +K(1-($P+( 3(- -#/$&--%&'(- %7(. +%

    $T$( '&*/(/'= l#/,( (1,#'-( Q .(,,( $8,?#3#+#*&(: ,#/,( ;'&-( 3( ;#-&, .#$$('.&%+(:

    ,#/, .'#&-($(1, 3/ $#3M+( ;/'( 3( +% .#$;%'%&-#1 3( ;'&S %7(. /1 %/,'( '(7&(13'%&(1, Q

    .?%1*(' +(- 'M*+(- 3K89/&,8 (, -('%&(1, 3( 1%,/'( Q &10+/(1.(' +( .?#&S 0&1%+ 3/

    .#1-#$$%,(/'-: +( ;+/- -#/7(1, Q -#1 &1-/=

    GK(00&.%.&,8 3/ .#$;%'%,(/' 3( ;'&S -K%3#--( Q -% .%;%.&,8 Q -#++&.&,(' /1 1#$P'( -&*1&0&.%,&0

    3K%.,(/'- ;(',&1(1,- ;#/' .?%9/( ;'#3/&, ;'#;#-8 Q +% .#$;%'%&-#1 (, ;#/' .?%9/( 0%$&++(

    3( ;'#3/&,-= ]'(1#1- +K(S($;+( ($P+8$%,&9/( 3(- $%.?&1(- Q .%08= V1 .#$;%'%,(/' (00&.%.(-('% .(+/& 9/& ;'#;#-('% ,#/, Q +% 0#&- /1( %--(U *'%13( ;'#0#13(/' 3( .?#&S e;+/-&(/'- #00'(-

    3( $%'.?%13- ;#/' +% $T$( $%.?&1(f (, /1( %--(U *'%13( +%'*(/' 3( *%$$( e3&008'(1,-

    $#3M+(- 3( ,%&++(: 3( .%;%.&,8: 3K(-,?8,&9/( 3&008'(1,(-f= GK%--#',&$(1, 6#/( /1 'n+(

    (--(1,&(+= >(,,( ;'8.&- 1K(-, ;%- 1(/,'( 3%1- +% $(-/'( #v (++( (S.+/, ;%' 1%,/'( +(- -&,(-

    9/& %00&.?('%&(1, 3(- ;'808'(1.(- (, 3#1, +% ,(1,%, -('%&, 3( '83/&'( +% .#$;8,&, (1,'(

    0#/'1&--(/'-=

    h/(+ (-, +( $#3M+( 8.#1#$&9/( 3K/1 .#$;%'%,(/' 3( ;'&S i

    G( $#3M+( 8.#1#$&9/( 3(- .#$;%'%,(/'- '(--($P+( Q .(+/& 3K/1 3'#&, 3( ;%--%*(= G(-$%'.?%13- '8$/1M'(1, +( .#$;%'%,(/' -#&, %/ .+&.a 8$&- ;%' +(- .#1-#$$%,(/'- ;#/'

    %..83(' %/ -&,( $%'.?%13 -#&, -#/- 0#'$( 3( .#$$&--= >K(-, +K?C;#,?M-( 3/ ;),')$& 1&

    ,&6&.+ ;#+, %& (&+% ',)-0* $7.7,7 ;), %& *#3;),)'&+,= G% '8$/18'%, (-, 3&'(.,($(1,

    .#11(.,8( Q +% ;('0#'$%1.( 8.#1#$&9/(= H++( 1K(-, ;%- +&8( Q +K%.9/&-&, 3K/1 ;'&7&+M*( 3(

    .+%--($(1,=

  • 7/24/2019 Etude Google France

    25/43

    .A

    GH);0',& T

    M) 37'H#1& "##$%&

    I9 4. 3#1Z%& 0.-%)'0#..0('&

    )##*+( % P(%/.#/; /,&+&-8 +K%'*/$(1, 3/ -('7&.( %/S .#1-#$$%,(/'-= G( $#,(/' (-,

    1%,/'(++($(1, -C$;%,?&9/( %/;'M- 3K(/S 3%1- +% $(-/'( #v &+ 0#/'1&, /1 -('7&.( *'%,/&, #/

    ;'8-/$8 *'%,/&, %/S /,&+&-%,(/'- 3/ 1(,= )##*+( %7%1.( %/--&: %--(U ;%'%3#S%+($(1,

    +K%'*/$(1, 3( +% .#1./''(1.( 0%7#'%P+( %/S .#1-#$$%,(/'-= N#/- %7#1- $#1,'8 9/( +(

    $#3M+( $&- (1 %7%1, ;%' +( $#,(/' ;'#3/&-%&, /1( &10+%, ,'M- -&*1&0&.%,&7(=

    I9 J9 M&/#. 1& *H#(& 7*#.#308+& g (+, a.'&,.&' %&( 0.'&,3710)0,&( .& -#.' ;)( )+$3&.'&,

    %&( ;,0?F 0%( %&( -#.' C)0((&,9

    Z%1- /1( ;'($&M'( -89/(1.(: +(- .#$;%'%,(/'- 3( ;'&S -( ;+%.(1, (1,'( )##*+(: +(/'

    0#/'1&--(/' 3K%..M- %/ $%'.?8 (, +(- (4.#$$('2%1,-= G(- .#$;%'%,(/'- -#1, &.& +(- *%'%1,-

    3K/1( .#$;8,&, -/' +(- ;'&S 0%7#'%P+( ;#/' +(- .#1-#$$%,(/'-= G(/' 7#.%, (-, (1

    -/P-,%1.( 3( -,&$/+(' +% .#1./''(1.(= H1 0#1., 3( +(/' ,%&++( (, 3(- %..#'3- ;'&- %7(. +(/'-

    0#/'1&--(/'-: +(- (4.#$$('2%1,-: +(- .#$;%'%,(/'- -( '8$/1M'(1, -#&, %/ >]> e>#/, ;%'

    .+&.af: -#&, -#/- +% 0#'$( 3K/1 ;%',%*( 3( '(7(1/ %7(. +( 7(13(/' 0&1%+=

    >#1,'%&'($(1, Q .( 9/& (-, .#$$/18$(1, %3$&-: 3%1- +( .%- 3K(-;M.(: +% ;'8-(1.( 3K/1

    &1,('$83&%&'( $83&%,(/' ;'#3/&, /1 (00(, *+#P%+($(1, 380+%,&-,( -/' +( $%'.?8=

    +,,-)%

    V,'( "

    %7,''%9g>:1

    %7,''%9g>:1

    V,'( .%

    7,''%9g>:1

  • 7/24/2019 Etude Google France

    26/43

    .@

    I9 L9 M) (',)'7$0& 1& %) 60',0.&9

    Z%1- /1 3(/S&M$( ,($;-: )##*+( 1(/,'%+&-( +K&1,('$83&%&'( (1,'( +/& (, +(-4( .#$$('2%1,-=

    ]#/' +K&1,('1%/,(: +K8.'%1 %/ 3(--/- 3( +% +&*1( 3( 0+#,,%&-#1 % .?%1*8= G(- -&,(- -#1, ,#/6#/'-

    '808'(1.8- -/' +% ;%',&( ;'&1.&;%+( 3( +K8.'%1: -#/- +% 0#'$( 3( +&-,(= G(- -&,(- 3#1, +( 1#$ (-,

    -/'+&*18 3K/1 P%13(%/ 3( .#/+(/' .'M$( -#1, 3(- -&,(- ;/P+&.&,%&'(-: +(- %/,'(- -#1, +&-,8- (1

    0#1., 3(- 'M*+(- 3( +K%+*#'&,?$(=G% 1#7%, .#$$( 1#/- +K%7#1- 7/ ;'#7&(1, 3( +K%00&.?%*( 3K/1 .%3'( &++/-,'8 -/' +% 3'#&,( 3(

    +K8.'%1= Z(- ;?#,#- %,,&'(1, +K%,,(1,= >( -#1, +(- ;?#,#- 3(- ;'#3/&,- 9/& -#1, Q +K#'&*&1(

    3( +% '(.?('.?(= H++(- '(17#&(1, Q 3(- -&,(- 3( .#$$('.( (1 +&*1( 9/& #1, (1 *818'%+

    +#/'3($(1, &17(-,& ;#/' 0&*/'(' 3%1- .( .%3'( eBZ^pgZ"f= G(- ;'&S ;'#;#-8- ;%' .(- (4

    .#$$('2%1,- &1.#';#'(1, +(- b .#/,- 3K%;;'#.?( c .K(-, Q 3&'( +( ;'&S ;%C8 Q )##*+( ;#/'

    0&*/'(' b (1 7&,'&1( c #/ -(+#1 b (1 ,T,( 3( *#13#+( c=

    >(- ;'&S -#1, (1 $#C(11( -/;8'&(/'- %/S ;'&S ;%C8- ;%' +( .#1-#$$%,(/' 0&1%+ 3%1- +%

    ;'8.83(1,( 0#'$/+(= H1 '%&-#1 3(- ;'&$(- -%1- .(--( ;+/- 8+(78(- ;%C8(- ;%' +(- (4

    .#$$('2%1,- ;#/' %..83(' %/S .#1-#$$%,(/'- 3%1- +( .%3'( 3K/1 -C-,M$( 3K(1.?M'(-: +(-;'&S #1, ,(13%1.( Q %/*$(1,('= G% .#$;8,&, 3K%..M- %/S .#1-#$$%,(/'- (-, &.&

    &10+%,&-,(=

    )##*+( % '%,v +K%..M- %/ .%3'( &++/-,'8 (, +( '8-('7( %/S -(/+- (4.#$$('2%1,-= B/./1

    %/,'( %.,(/' 3/ $%'.?8 1KC % %..M-= G(- .#$;%'%,(/'- ]/'( ]+%C(' 3#1, +% 7#.%, (-, 3(

    -#/,(1&' +K&1,(1-&,8 3( +% .#1./''(1.( #1, 8,8 8+&$&18-= LFX 3(- '(7(1/- 3( )##*+(

    ;'#7&(11(1, 3( +% ;/P+&.&,8 .( 9/& 0%&, 3( +K(1,'(;'&-( 1#1 ;+/- /1 ;#/'7#C(/' 3( .#1,(1/

    *'%,/&, $%&- /1( %*(1.( 3( ;/P+&.&,8 (1 +&*1(=

    =BCB?B

    DE

    K 7,''%9g>:1 "

    % 7,''%9g>:1 .

    % 7,''%9g>:1 /

  • 7/24/2019 Etude Google France

    27/43

    .H

    I9 G9 G#.(78+&.*& (+, +.& &.',&;,0(& -,)./)0(& 1+ 3),*H7 g Ye&.$)9

    GK#P6(, 3( .(,,( 8,/3( 1K(-, ;%- 3( -( ;'#1#1.(' -/' +% 1%,/'( 3/ 38P%, 9/& #;;#-( +(

    $#,(/' 3( '(.?('.?( '808'(1, (, +(- %/,'(- %.,(/'- 3/ $%'.?8: $%&- 3K(1 ;(-(' +(- ,('$(-

    8.#1#$&9/(- ;#/' $(-/'(' +K&$;%., -#.&%+= G(- P%-(- 8.#1#$&9/(- 3( .( $%'.?8 -#1, ;%'

    1%,/'( &1.#1,(-,%P+(- (, ;('$(,,'#1, -%1- 3#/,( 3K8.+%&'(' +( ,'%7%&+ 3( 6/'&-,(-=

    Z%1- +( .%- 3( )##*+( 9/& % 3&7('-&0&8 -% -,'%,8*&( 3( .'#&--%1.(

    %f ;#/' %..'#&,'( -(- ;%',- 3( $%'.?8 3%1- +( -(.,(/' 3( +% '(.?('.?(

    Pf ;#/' '($#1,(' +% .?%&1( 3( 7%+(/' 7(',&.%+( (, .%;,(' +(- '(7(1/- 3( +K%7%+ .#$( .(/S

    3(- .#$;%'%,(/'-

    GK%P/- 3( ;#-&, 3#$&1%1,( 1#/- ;%'%o, 38$#1,'8 3%1- +% ;#+&,&9/( 3K8+&$&1%, 3( +%

    .#1./''(1.( 3%1- .( 3('1&(' -(.,(/'

    G(- 3&008'(1,(- ;?%-(- 3( .'#&--%1.( 3/ $#3M+( #;,(+ 3( )##*+( #1, ;'#3/&,- +(- (00(,--/&7%1,- 5

    ! V1 '%..#/'.&--($(1, 3( +% .?%&1( #;8'%,(++(

    ! V1( ;+/- *'%13( .#$;8,&, 3K%..M- %/ .#1-#$$%,(/' 0&1%+

    ! Z(- (1.?M'(- 3K%..M- %/ $%'.?8 3( 1%,/'( .'#&--%1,(

    ! Z(- .#/,- 3K%;;'#.?( ;+/- 8+(78-

    ! Z(- ;'&S 3( 7(1,( (1 ?%/--(

    ]#/' +(- %.,(/'- 0'%12%&- 3( +KO1,('1(, 9/& -#/,&(11(1, +K%.,&7&,8 8.#1#$&9/( (1 A'%1.(:

    .'8(1, 3(- ($;+#&- (, ;%C(1, 3(- &$;n,-: +(- .#/,- 3K%..M- %/ $%'.?8 1K#1, .(--8 3( .'#&,'(=O+- .#1-#$$(1, /1( *'%13( ;%',&( 3/ '(7(1/ 3( .(- (1,'(;'&-(- (, %+&$(1,(1, +(- ;'#0&,- 3(-

    %.,%&'(- 3( )##*+( +#.%+&-8- %/S `('$/3(- %/ 38,'&$(1, 3( +K($;+#& (1 A'%1.(= ]'(1#1-

    +K(S($;+( 3( .( .#$;%'%,(/' 3( ;'&S 0'%12%&- -/' &1,('1(, +K(1,'(;'&-( lt(1*%=

    GJ IFU 30%%0#. 1h&+,#(i3#0(

    G#+' )*8+0(0'0#. Y,)-0* OXX jS

    G#330((0#..&3&.'k OXXjS 8+0 $7.Z,&.' TXX 1& GJ

    E),$& L,+'& IFIES

    N&,(#..&% L,+' *H),$7 dXXjS QIIU ()%),07(R

    a.-,) (&,6&+, IUXjS

    G#+'( )130.0(',)'0-( IOX jS

    S?'&,.)%0()'0#. dXjS

    f7(+%')' )6).' 03;>'( XFX_

    H1 $%'*( 3/ ;#-,( -%+%'&%+: +(- .#/,- 3K%.9/&-&, '(;'8-(1,(1, +( ;'($&(' ;#-,( 3( 38;(1-(

    3( lt(1*%= G% 0%.,/'( 3/ $#,(/' 3( '(.?('.?( (-, 8$&-( 3( Z/P+&1 eO'(+%13f (, Q .( ,&,'(: (++((-, (S#18'8( 3( lmB %/ ,&,'( 3(- 'M*+(- &1,'% .#$$/1%/,%&'(-= H1 '(7%1.?( lt(1*% %3'(--(

  • 7/24/2019 Etude Google France

    28/43

    .F

    +(- 0%.,/'(- 3/ ;#-,( .+&(1, %/S $%'.?%13- 3/ 1(, (1 C &1.+/%1, +% lmB Q @L:_X (, 3(;/&- +(

    @('

    6%17&(' Q EFX= ]%- 3( lmB '8./;8'%P+( ;#/' +K(1,'(;'&-( 0'%12%&-( (, /1( -&,/%, 0&-.%+(

    1(/,'( ;#/' +( $#,(/' 3( '(.?('.?(=

    H1 '%&-#1 3(- P%''&M'(- 0&1%1.&M'(- Q +K(1,'8( 3/ $%'.?8 3'(--8( ;%' )##*+( O'(+%13: +K%.,&7&,8

    3( lt(1*% -K(-, .#1,'%.,8( % ,(+ ;#&1, 9/( +K(1,'(;'&-( % 3/ ;'#.83(' Q /1 ;+%1 -#.&%+ 3(

    ;+/-&(/'- 3&U%&1(- 3( -/;;'(--- 3( ;#-,(-=

    O9 B&( '&*H.08+&( (+C'0%&( 1& *);')'0#. 1& %=)''&.'0#.9

    O9 J9 %=#*+%#37',0& )+ (&*#+,( 1& .#',& *#3;,7H&.(0#.9

    ]#/' P&(1 .#$;'(13'( +% ;'#P+8$%,&9/( ;#-8( (, 87%+/(' +% $8,?#3( )##*+(: 1#/- %7#1-

    $#P&+&-8 +% ,(.?1&9/( 3( +K#./+#$8,'&( 9/& .#1-&-,( 3%1- +K(1'(*&-,'($(1, 3(- $#/7($(1,-

    #./+%&'(-= G(- 3&008'(1,(- ,(.?1&9/(- /,&+&-8(- ;('$(,,(1, 3( .%;,/'(' +% 3&'(., 3/ '(*%'3

    3K/1 -/6(,= p1 #P,&(1, %&1-& /1( .%',#*'%;?&( ,'M- ;'8.&-( (, *'%3/8( 3(- 8+8$(1,- +(- ;+/-

    7/- 3K/1 -/;;#',: ,(+ 9/K/1 %',&.+( 3( 6#/'1%+ #/ /1( ;%*( t(P= GK#./+#$8,'&( 1#/- '(1-(&*1(

    -/' +K%,,(1, 3(- /,&+&-%,(/'- (, -/' +% 7&-&P&+&,8 3(- .#1,(1/-=

    B&1-&: 3%1- +( 3#$%&1( 3( +K&1,('1(,: .(- ,(.?1&9/(- -#1, /,&+&-8(- ;#/' 38,('$&1('

    ;'8.&-8$(1, #v -( ;#-( +( '(*%'3 3( +K&1,('1%/,( +#'-9/K&+ #/7'( /1( ;%*( t(P= >(- 8,/3(-

    -#1, -,'%,8*&9/(- ;#/' +(- (1,'(;'&-(- .%' (++(- ;('$(,,(1, 3( 6/*(' +% ;(',&1(1.( 3/ 3(-&*1

    3K/1 -&,( &1,('1(,: 3( +K(00&.%.&,8 3K/1( ;/P+&.&,8: 3( +% 7&-&P&+&,8 3K/1 -&,( 3%1- +(- '8-/+,%,-

    3(- $#,(/'- 3( '(.?('.?( #/ (1.#'( 3(- $(&++(/'- ;#-&,- ;#/' %00&.?(' -(- ;'#3/&,-=

    h/( 1#/- (1-(&*1( +K#./+#$8,'&( 3(- &1,('1%/,(- .#10'#1,8- Q /1( ;%*( )##*+(i

    h/( -%1- *'%13(- -/';'&-(-: )##*+( #;,&$&-( %/ $%S&$/$ +K%00&.?%*( 3( -(- '8-/+,%,- 3(

    '(.?('.?( ;#/' $(,,'( (1 %7%1, -(- ;'#;'(- ;'#3/&,- (, -(- ;/P+&.&,8- ;%C%1,(- 9/& -#1, -%-#/'.( 3( '(7(1/: ,#/, (1 8.%',%1, +% .#1./''(1.( 3( .(- (-;%.(- .+(0- ;#/' T,'( 7&-&P+(=

    )##*+( -( 380(13 -C-,8$%,&9/($(1, (1 $#P&+&-%1, +( ;'&1.&;( -(+#1 +(9/(+ +% .#1./''(1.( -(

    ,'#/7( ,#/6#/'- Q /1 .+&.: +( 0%$(/S b #1( .+&.a %t%C c= N#/- ;(1-#1- 9/( .(,,( '8;#1-(

    1K(-, ;%- -%,&-0%&-%1,(=

    l#/, 3K%P#'3: +K&1,('1%/,( -/&, /1 -.?8$% P&(1 ;'8.&- +#'-9/K&+ .#1-/+,( /1( ;%*( &1,('1(,=

    >#1,'%&'($(1, %/ -(1- 3( +(.,/'( .+%--&9/( 3( *%/.?( Q 3'#&,(: +(- C(/S 3K/1 /,&+&-%,(/'

    38.#/7'(1, /1( ;%*( &1,('1(, (1 -(/+($(1, 9/(+9/(- -(.#13(-= "(- ;'($&('- '(*%'3-

    -/&7(1, +% 0#'$( 3K/1 A=

    >(,,( 0#'$( ;%',&./+&M'( (-, .#1-,&,/8( ;%' /1 ;'($&(' $#/7($(1, ?#'&U#1,%+ -/' +% ;%',&(-/;8'&(/'( 3( +% ;%*(: -/&7& 3K/1 -(.#13 $#/7($(1, ?#'&U#1,%+ 3%1- +% ;%',&( -/&7%1,(: (,

    (10&1 /1 $#/7($(1, 7(',&.%+ 3( ?%/, (1 P%- 3%1- +% ;%',&( *%/.?( 3( +K8.'%1= G( A %;;%'%o,

    ,'M- .+%&'($(1, -/' /1( .%',( ,?('$&9/( 3/ '(*%'3 '8%+&-8 ;%' +% .%;,/'( 3/ '(*%'3 3( E

  • 7/24/2019 Etude Google France

    29/43

    .E

    @#1.+/- 3#/P+( 5

    ! &+ (S&-,( P&(1 /1( $8,?#3#+#*&( ;'8.&-( ;#/' 8+%P#'(' 3( $%1&M'( (00&.%.( (,

    ('*#1#$&9/( /1 -&,( &1,('1(,=

    ! G% 0'/-,'%, (1*(13'8( %/;'M- 3(- &1,('1%/,(- % ;#/' .#1-89/(1.( 3( $(,,'( 0&1 Q +%

    '(.?('.?( ;#/' &1.&,(' Q .?#&-&' +( .#1,(1/ 9/( +KO1,('1%/,( % 386Q -#/- +(- C(/S: .K(-, Q

    3&'( /1 ;'#3/&, #/ /1 +&(1 ;/P+&.&,%&'( $%&-#1= G( 0%&, 3( 0'/-,'(' +K&1,('1%/,( ;'#3/&, %&1-&

    3( +K87&.,=

    )##*+( /,&+&-( .(,,( $8,?#3( 3( ;'&-( (1 ,(1%&++( ;#/' 87&1.(' +% .#1./''(1.( ;%'+K&1,'#3/., 3( 0'&.,-= G% 0'&., &1,'#3/&,( &.& &$;#-( #/ Q 380%/, &13/&, 5

    %f 3( -.'#++(':

    Pf 3( '(.?('.?(' 3(- &10#'$%,- ;%'$& 3(- +&(1- ,(S,(- %+#'- 9/( +(- ;'#3/&,-

    b $%&-#1 c -#1, %00&.?8- 3%1- 3(- (1.%',- -8;%'8-: #/ %7(. 3(- ;?#,#- (, 3(- ;'&S

    .f 3( .+&9/(' -/' +(- ;%*(- 3( '(.?('.?( -/&7%1,( ;#/' Q 1#/7(%/ .#1-%.'(' 3/ ,($;-

    Q +% +(.,/'( 3(- 3&008'(1,- +&(1- %/ 0#'$%, ,(S,(=

    "@f>h;:- b,=9 1>)%:1 1, 10% c%G Q j%889%b k%)*'>:

  • 7/24/2019 Etude Google France

    34/43

    /B

    S;0%#$+& &' 8+&('0#.( #+6&,'&(

    S,0* P*H301'F N,7(01&.' 1+ G#.(&0% 1=)130.0(',)'0#. 1& "##$%& g

    m M=0.-#,3)'0#.F *=&(' %& ;#+6#0, &' ;%+( 1=0.-#,3)'0#. (0$.0-0& ;%+( 1& *H#0? n D

    )##*+( (-, /1 .%- %/S $/+,&;+(- 0%.(,,(- 5 8.#1#$&9/( ;#/' .#$$(1.(': -#.&%+( (, (10&1

    0&-.%+(= l#/- .(- %-;(.,- -#1, 87&3($$(1, +&8-= G% -&,/%, 0&-.%+( 3K(S.(;, 3#1,

    P8180&.&( )##*+( (, +(- %/,'(- *'%13- #;8'%,(/'- 3&, p7(' ,?( ,#; +(/' .#10M'( /1 %7%1,%*(

    .#$;%'%,&0 -&*1&0&.%,&0 9/& +(/' ;('$(, 3( 3#$&1(' +(/'- .#1./''(1,-= GK87%- 0&-.%+(

    .#$;#',( ,#/6#/'- /1 ;'&S -#.&%+= G&%+0 8+0 .=&(' ;)( )((+5&''0 @ %=03;>' &(' &. (0'+)'0#. 1&

    1#30.&,F 6#0,& 1& 17',+0,& *&%+0 8+0 &. ;)#1-.&(1, 3( .(,,( $(1%.(: +( +8*&-+%,(/' %

    ;'87/ 3(- .%- 3K%P/- 3( 3'#&, 0&-.%+=

    ]%' (S($;+(: /1( -#.&8,8 3( '%3 ;8'&;?8'&9/( %7%&, '(0/-8 3( '8*+(' -(- &$;n,- %/ AO">

    0'%12%&-: %/ $#,&0 9/( -#1 -&M*( (, -#1 8$(,,(/' 8,%&(1, +K/1 (, +K%/,'( &1-,%++8- -/' /1(

    ;'&1.&;%/,8 ?#'- -#+ 3/ ,(''&,#&'( 1%,%+= G(- 6/*(- %7%&(1, %+#'- (-,&$8 9/( +(- %/3&,(/'-8,%&(1, P&(1 0'%12%&- (, +(- %11#1.(/'- %/--& (, 9/( 3M- +#'-: &+ C %7%&, +&(/ 3( .#1-&38'(' 9/(

    +K(1,'(;'&-( (1 9/(-, 1( ;#/7%&, ;%- 8.?%;;(' %/ .%3'( 0&-.%+ 3( -#1 %.,&7&,8 8.#1#$&9/(

    '8(++(=

    "/' /1 ;+%1 -,'&.,($(1, 8.#1#$&9/(: +(- (00(,- 3( $%'.?8 ;'87&-&P+(- +&8- Q +% ;#-&,

    3#$&1%1,( 3( )##*+( -#1, +(- -/&7%1,- 5

    G(- 8.#1#$&-,(- ;%'+(1, 7#+#1,&('- 3( b ;#/7#&' 3( $%'.?8 c ;#/' 9/%+&0&(' /1( -&,/%,

    3%1- +%9/(++( /1( (1,'(;'&-( (-, (1 .%;%.&,8 3( 38,('$&1(' +K%--#',&$(1, (, +(- ;'&S 3/

    $%'.?8= Z%1- +( -(.,(/' ,'%3&,(+ 3( +% 3&-,'&P/, %+&$(1,%&'( #/ 1#1 %+&$(1,%&'(: +%

    P%''( 3(-

  • 7/24/2019 Etude Google France

    35/43

    /A

    M& 3),*H7 &('20% *#.'&(')C%& A

    )##*+(: $#,(/' 3( '(.?('.?(: % %,,(&1, /1( ,%&++( .'&,&9/( (1 H/'#;(: ,(++( 9/K&+ -($P+(

    &$;#--&P+( Q .#/', ,('$( 3( 7#&' %;;%'%o,'( 3( 1#/7(%/S .#1./''(1,-= G(- -(/+- ,(''&,#&'(-

    #v )##*+( 1K(-, ;%- (1 ;#-&, 3( 3#$&1%, 3/ $%'.?8 3( +% '(.?('.?( -#1, .(/S 3(

    +KO13(: 3( +% >?&1( (, ,#/,( ;'#;#', *%'38( 3(- H,%,- V1&-= H1 H/'#;(: +K%7%1.( 3( )##*+(-/' -(- .#1./''(1,- '%;;(++( +( .%- 3K8.#+( 3/ $%'.?8 0'%12%&- 3( +K8+(.,'&.&,8= H17&'#1

  • 7/24/2019 Etude Google France

    36/43

    /@

    7%+(/' 3( +% ;+%,(0#'$( 3/ $#,(/' 3( '(.?('.?( ;#/' +% $#18,&-(' %/;'M- 3(- %11#1.(/'-=

    p1 ;(/, 3#1. %00&'$(' -%1- -( ,'#$;(' 9/( +% *'%,/&,8 3K/,&+&-%, 3/ -('7&.( 3( '(.?('.?(

    (-, 0&.,&7(= G( ;'&S ;%C8 ;%' +K%11#1.(/' 1K(-, ;%- +( '8-/+,%, 3K/1( .#10'#1,%, 3( +K#00'( (,

    3( +% 3($%13(: 0% &(' %& ;+, ;,#1+0' 1& %) *#..)0(().*& &?*%+(06& 1&( *&.',&( 1=0.'7,b'( 1&

    %=0.'&,.)+'&9 M@ &(' %=)C+( 1& ;#(0'0#. 1#30.).'&9

    "/' +( $%'.?8 3( +% ;/P+&.&,8 (1 +&*1(: +( ,'%0&. *818'8 ;%' )##*+( (, -% ;#-&, ?8*8$#1&9/(

    -/' +( $%'.?8 3( +% '(.?('.?( 1( ;(/7(1, ;%- T,'( &*1#'8- 3(- %11#1.(/'-= >(+% (-, .#10&'$8

    ;%' +K%7&- NBmO} 3( EF@F 3( +KB/,#'&,8 3( +% .#1./''(1.(= J%&-: Q +K&17('-( 3K/1 $%'.?8

    .+%--&9/( 3%1- +(9/(+ +( ;%',%*( 3K&10#'$%, (-, +% 'M*+( Q $&1&$%: )##*+( 3&-;#-( -(/+ 3(-

    3#118(- %,,%.?8(- %/S &1,('1%/,(-=

    >#$$(1, +( $#,(/' 3( '(.?('.?( (-,4&+ ;%'7(1/ Q /1( ,(++( &1,&$&,8 3( .#11%&--%1.( 3( -(-

    /,&+&-%,(/'- i G(- $8.%1&-$(- -/&7%1,- +/& ;('$(,,(1, 3( P8180&.&(' 3/ $#1#;#+( 3/ .&P+%*(

    9/%+&,%,&05

    @= +K%3'(--( O] eO1,('1(, ;'#,#.#+(f 9/& (-, +% ;+%9/( 3K&$$%,'&./+%, 3( +K/,&+&-%,(/'=H++( 3&, ;(/ 3( .?#-(-: $%&- (++( .#1-,&,/( +( ;#&1, 3( 38;%', 3K/1( .#++(.,(

    &$;#',%1,( 3( 3#118(- ;('-#11(++(-: (, -(+#1 +% +#&: .#10&3(1,&(++(-=

    E= G(- .##a&(-= O+- 0#1.,(1, .#$$( 3(- $#/.?%'3-= O+- '(.(1-(1, +(- ;%*(-

    7&-&,8(-: +(- $#,- .+8-: +K?&-,#'&9/( ,#,%+ 3( 1%7&*%,= )##*+( (-, (1 -&,/%, 3(

    '(.(1-(' +(- .##a&(- ,8$#&1- 3( +% 1%7&*%, 3(- &1,('1%/,(- -/' 3K%/,'(- -&,(- 9/( +(

    -&(1: 1#,%$$(1, *'d.( %/S #/,&+- 3( $(-/'( 3K%/3&(1.( 3#1, )##*+( P8180&.&(

    (S.+/-&7($(1,=

  • 7/24/2019 Etude Google France

    37/43

    /H

    B).( 1& '&%%&( *#.10'0#.(F %& 3),*H7 C0 -)*& ;&+' b',& *#.(017,7 *#33& +.& ;+,& -0*'0#.9

    M&( 1&+? ;).( 1&( )*'060'7( 1& "##$%& Q,&*H&,*H& &' ;+C%0*0'7R (#.' '#')%&3&.' ;&,37)C%&(

    &' .& -#,3&.' 8+=+.& (&+%& *H)0.& 1& -#,3)'0#. 1& %) 6)%&+,9

    ]%' (S,'%;#+%,: 1#/- (1,(13#1- %P#'3(' &.& /1( 3(- .#1-89/(1.(- 3( .(,,( -&,/%,

    &183&,(= )'d.( Q +% 1%,/'( 3( -#1 #00'( 3#/P+(: )##*+( % .%;,/'8 /1( ;%',&( 3( +% 3($%13(-/' +% P%-( 3/ *'%,/&, #/ ;-(/3# *'%,/&, (, -( ,'#/7( %/6#/'3K?/& (1 $(-/'( 3( -/P-,&,/('

    /1( ;%',&( 3( +K#00'(= ]'(1#1- +( $%'.?8 3( +% $/-&9/(= O+ % P(%/.#/; 87#+/8 .(- ,#/,(-

    3('1&M'(- %118(-= >(/S 9/& 1K%7%&(1, ;%- %1,&.&;8 +(- .?%1*($(1,- -#1, (1 -&,/%, 3( $#',

    8.#1#$&9/(= m&'*&1 % 3&-;%'/ ;#/' %7#&' #/P+&8 +(- +(2#1- 3( -(- 0#13%,(/'- -/' +K&11#7%,=

    Z%1- +( -(.,(/' 3( +% $/-&9/(: +(- ;'&1.&;%+(- 1#/7(%/,8- 8$('*(1, 1#1 ;+/- 3%1- +(-

    $83&%- .+%--&9/(- $%&- -/' +(- -&,(- 383&8- Q +% $/-&9/( (, %/S -;(.,%.+(- .#$$( ;%'

    (S($;+( z#/ l/P(= G(- Z&*&,%+ 1%,&7(- 8.#/,(1, ;(/ +% '%3 (, +/& ;'80M'(1, +(- -&,(- O1,('1(,

    .#$$( z#/ l/P(= G&( B0$0')% .)'06&( (&,#.' _XV 1& %) ;#;+%)'0#. &+,#;7&..& &. OXOX= G(

    $#3M+( 3/ *'%,/&, ;'8-/$8 3( z#/ l/P( 0&+&%+( Q @FFX 3( )##*+( (-, %--/'8$(1, /1(

    $(1%.( ;#/' +% ANB> (, ;#/' +(- 3&-,'&P/,(/'- .+%--&9/(-= B).( IX ).(F %&( $,).1( (0'&(3+(0*)+? &. )**Z( %0C,& (+, a.'&,.&' )+,#.' ;,0( %& *#.',>%& 1& %) 10(',0C+'0#.=

    M=),$+3&.' 1+ m :.& *%0*q )e)< n(-, #;;#-8 ;%' )##*+( ;#/' 6/-,&0&(' 9/( +( $%'.?8 3(

    +% '(.?('.?( '(-,( .#1./''(1,&(+=

    N#/- %++#1- C .#1-%.'(' /1 ;#&1, 3K8,/3( ;+/- +#&1: 3)0((-, .( 7'%&$(1, +( .%- i

    %f ;'($&M'( '($%'9/(: +K%..M- *'%,/&, %/S -('7&.(- 3( )##*+( $%&1,&(1, /1( 0#',(

    38;(13%1.( 3(- &1,('1%/,(-= "/' +% '(.?('.?( 1%,/'(++(: +K#00'( 3( )##*+(: &138;(13%1,(

    3(- %/,'(- #00'(- 3( '8;#1-(- (, +( ;+/- -#/7(1, &++/-,'8( (-, -&,/8( Q 3'#&,( 3( +K8.'%13K#'3&1%,(/' #/ 3( "$%',;?#1(= ZM- +#'- 9/( +K&1,('1%/,( % .+&9/8 -/' .(, (1.%3'8 &+

    (1,'( 3%1- %=7*#(#$$( 1#/-

    +K%7#1- $#1,'8 3%1- +% ,'#&-&M$( ;%',&( 3( .(,,( 8,/3(: +(- U#1(- +(- ;+/- +/$&1(/-(-

    -#1, .(++(- -/' +(-9/(++(- +Kq&+ -( ;#-( ;''&,%&'($(1,= >( ;?81#$M1( (-, ;?C-+#*&9/((, 3( +K#'3'( 3/ '80+(S( &1.#1-.&(1,= B/,%1, 3&'( 9/K#1 1( ;(/, ;%- +( .#$P%,,'(

    '%,(++($(1,=

  • 7/24/2019 Etude Google France

    38/43

    /F

    4. 1).$&, ;#+, %) (#+6&,)0.&'7 1& .#( &.',&;,0( &' ;#+, %=78+0%0C,& 1+ 3),*H79

    B/ .#/'- 3( .(,,( (19/T,(: 1#/- %7#1- 8,8 0'%;;8- ;%' +K87#+/, '%;&3(: ;#/' 1( ;%- 3&'(

    %*&+(: 3( )##*+(= B/ .#/'- 3(- 3('1&('- $#&-: +( $#3M+( % ;(/ Q ;(/ *+&--8 7('- .(+/& 3K/1(

    *'%13( .(1,'%+( 3K%.?%,= G% 9/(-, 3/ '808'(1.($(1, ;'8#../;( +8*&,&$($(1, +(- %.,(/'-

    1%,%/S (, &1,('1%,%/S 3/ 1(,= G(- ;'%,&9/(- 387(+#;;8(- ;%' +( $#,(/' 3( '(.?('.?(,(13(1, 3( ;+/- (1 ;+/- Q 3(- -&,/%,- 3( .#*(-,= )##*+( (S&*( 3( .#11%o,'( +(-

    %--#',&$(1,-: +(- ;'&S 1(,k1(, 3( -(- 0#/'1&--(/'- (, (1 0#1., 3( -(- 7%'&%P+(- 3( *(-,

    (-,&$( +% .%;%.&,8 .#1,'&P/,&7( 3( .(/S .& 3%1- +( .%3'( 3( -#1 $%'.?8 ;/P+&.&,%&'(= "#/-

    .#/7(', 3( '(+%,- #/7(',(- (, $/,/(++($(1, ;'#0&,%P+(-: )##*+( (-, (1,'8 3%1- +(-

    .#$;,(- 3( '8-/+,%, 3( -(- .+&(1,- (, 3( -(- 0#/'1&--(/'-= G% -&,/%, '%;;(++( .(++( 3(-

    .(1,'%+(- 3K%.?%, 3( +% *'%13( 3&-,'&P/, 5 +(- %.?(,(/'- -#1, ;%--8- $%&,'( 3%1- +K%', 3(

    3&--89/(' +(- ;'#.(--/- 3( ;'#3/., ;#/' (-,&$(' $8,&(' ;%' $8,&(' 9/(++(- -#1, +(-

    $%'*(- (-,&$%,&7(- 3( +(/'- 0#/'1&--(/'-= H1 +K(-;M.(: )##*+( (-, 3%1- /1( ;#-&, (1.#'(

    ;+/- 0%7#'%P+( ;/&-9/K&+ .#11%o, +(- P%-(- 9/%+&0&8(- 3(- .+&(1,- ;#,(1,&(+- 3( -(- (1,'(;'&-(-

    .+&(1,(- R

    Z/ 0%&, 3( -#1 '%C#11($(1, $#13&%+: 3%1- 3(- -(.,(/'- .#$$( +( ,#/'&-$(: )##*+( ;(/,

    #'&(1,(' +( $%'.?8 (1 0#1., 3( -(- &1,8'T,-= G(- $(1%.(- 9/& ;M-(1, %/6#/'3K?/& -/' +(-

    .#$;%'%,(/'-: -/' +(- ;'#3/.,(/'- (, +(- 3&-,'&P/,(/'- 3/ -(.,(/' 3/ ,#/'&-$( e(1 &1.+/%1,

    +(- l=p= (, +(- %*(1.(-f .#$;#',('#1, /1 ;'&S -#.&%+ 9/( 1#/- %++#1- 87%+/(': $%&- %/ 3(+Q:

    .K(-, /1( 9/(-, ;'(-9/( *8#;#+&,&9/( 9/& -( ;#-(= p1 ;(/, #'&(1,(' +(- .#1-#$$%,(/'-

    7('- ,(+ #/ ,(+ #P6(, /,&+&,%&'( 3%1- 9/( .( .?#&S e$T$( &$;#-8f %&, /1( .#1-89/(1.( %/,'(

    9/( -#.&%+( (, 8.#1#$&9/(= h/%13 (1 '(7%1.?(: &+ -K%*&, 3( ,(''&,#&'(: +( 38'808'(1.($(1,

    e;#/' 9/(+9/( '%&-#1 9/( .( -#&,f ;(/, T,'( /1( 9/(-, 3( 7&( #/ 3( $#',= M& 3#.1&

    )**&((0C%& *=&(' )6).' '#+' %& 3#.1& 60(0C%& D V1 -(/+ #;8'%,(/' $#13&%+ %/'%&, 9/%+&,8 Q#'&(1,(' +(- 0+/S (1 0#1., 3( ;'8#../;%,- 8.#1#$&9/(- $%&- %/--& ;#+&,&9/(-= G(- )BAB

    -#1, 3( *'%13(- (1,'(;'&-(- %$8'&.%&1(- ;'#.?(- 3/ ;#/7#&' 0838'%+= H++(- #1, +% .%;%.&,8 Q

    #'*%1&-(' +( 7&3( 1/$8'&9/( %/,#/' 3( ,(''&,#&'(- 9/& ;#/' 3( P#11(- #/ 3( $%/7%&-(-

    '%&-#1- -('%&(1, 6/*8- b 3%1*('(/S c ;%' +% ;/&--%1.( $M'(=

  • 7/24/2019 Etude Google France

    39/43

    /E

    a3;)*' (#*0)%

    m#&.& .#$$(1, 1#/- %7#1- $(-/'8 +K&$;%., -#.&%+ 3( )##*+( (1 A'%1.( 3%1- +( -(.,(/' 3(-

    ])>: 3/ ,#/'&-$( (, 3(- %--/'%1.(- ;#/' +(- ;'#.?%&1(- %118(-=

    Z%1- /1 ;'($&(' ,($;-: 1#/- %7#1- '(.(1-8 +(- ($;+#&- 3(- ,'#&- -(.,(/'- 8,/3&8-: ;/&- 1#/-

    %7#1- .+%--8 +(- (1,'(;'&-(- (1 ,'#&- .%,8*#'&(-=

    GK&$;%., -#.&%+ 9/%+&0&8 3( 3&'(., .#1.('1( +(- (1,'(;'&-(- ;/'( ;+%C('- 3( +KO1,('1(,= >(-

    (1,'(;'&-(- 1K(S&-,(1, 9/( -/' +% ,#&+( (, .#1-,&,/(1, 3#1. +% ;'($&M'( +&*1( 3( 0'#1,:

    3&'(.,($(1, (S;#-8( ;%' +K8$('*(1.( 3K/1 %.,(/' 3#$&1%1,= N#/- ,'#/7#1- 3(- ]JH

    .#$$( 3(- $/+,&1%,%+(- 9/& -#1, (4$%'.?%13- .#$$( g/( 3/ .#$$('.( #/

    .#$;%'%,(/'- 3( ;'#3/&,- #/ -('7&.(- ,(+ 9/( lt(1*%: +( */&3(=.#$: H%-C47#C%*(- #/ +( +C1S=

    N#/- %7#1- 8*%+($(1, '(.(1-8 3(- (1,'(;'&-(- .'#-- .%1%+= >(- (1,'(;'&-(- -#1, ;'8-(1,(-

    -/' &1,('1(, $%&- %/--& -/' 3K%/,'(- '8-(%/S 3( 3&-,'&P/,: 3#1, +( .#$$('.( ;?C-&9/( #/ Q

    3&-,%1.( .#$$( +% ANB>: G% g(3#/,( #/ Z%',C= GK&1,('1(, .#1-,&,/( ;#/' .(- (1,'(;'&-(- /1(

    -#/'.( 3K%.,&7&,8 3( ;+/- (1 ;+/- &$;#',%1,( $%&- -&$/+,%18$(1, /1 (-;%.( 3( .#1./''(1.(

    %.?%'18(= >(- (1,'(;'&-(- -#1, (S;#-8(- %/ 1&7(%/ 3( +K%.,&7&,8 &1,('1(, $%&- .(+% %00(.,(

    +(/' -%1,8 0&1%1.&M'( *+#P%+(=

    H10&1 1#/- %7#1- ;'&- (1 .#$;,( +( .#$$('.( .#';#'(+ 3(- ]#&1,- 3( m(1,( ;?C-&9/(-: 9/&

    P&(1 9/( 1K8,%1, ;%- ;'8-(1, -/' +( t(P: (-, 0#',($(1, (S;#-8 Q +% .#1./''(1.( 3/ 1(, (,

    -#/00'( 3/ ,'%1-0(', 3(- %.?%,- 3(- .#1-#$$%,(/'- 3(- $%*%-&1- ;?C-&9/(- 7('- +(- (4

    $%'.?%13- 3( +K&1,('1(,=

  • 7/24/2019 Etude Google France

    40/43

    B?

    N#/- ;#/7#1- $%&1,(1%1, (-,&$(' +(- ;(',(- (1 ,('$( 3K($;+#&- ;#/' +(- D ;'#.?%&1(-

    %118(-= ]#/' .(+% 1#/- %7#1- 0#'$/+8 ;+/-&(/'- ?C;#,?M-(-=

    M) ;,&30Z,& H( -#1, %/ $#&1- `XX &3;%#0( 9/& -('%&(1,

    %$(18- Q 3&-;%'%o,'(: ;#/' /1 ,#,%+ ./$/+8 %7(. +% ;'($&M'( ?C;#,?M-( 3K%/ $#&1- UdXX

    &3;%#0(9

    "H VVO X%:70'>9h (,=9 c%G),b>)1b011(23361>8854)6%9D;7%65893V,''=:;[=%63K1=*%9%:1>G;);1%VVOX%:70'>9hc%G),b>)1b.?"/l"/@EEEH?@B5(*8

  • 7/24/2019 Etude Google France

    41/43

    B"

    S.-0. %) ',#0(0Z3& H#$(,: +% 0&+&%+( %1*+%&-( 3( Z%',C: % (++( %/--& 0%&, 0%&++&,( +K%118( 3('1&M'(: .( 9/& '(;'8-(1,(EIF $%*%-&1- ;#/' ;+/- 3( _FFF ($;+#&-=

    Z%1- +( .'#-- .%1%+ /1&9/($(1,: +( ;'&S % ;%C8 (1 A'%1.( ;(/, T,'( +#/'3= ZK%;'M- 1#,'(

    ?C;#,?M-(: .(+% .#1.('1( )+ 3#0.( W UXX &3;%#0(= >( -.81%' +( ;+/- 1#&' (17&-%*( /1(

    3(-,'/., 3( IO XXX &3;%#0(: (1 ./$/+%1, %7(. +(- 3(/S ;'($&M'(- ?C;#,?M-(-= H, (1.#'(:

    1K%7#1- 1#/- ;%- .#$;,%P&+&-8- +(- ($;+#&- 3(- $%*%-&1- ;?C-&9/(- e?C;#,?M-( VwEFX 3(

    $%*%-&1- 0('$8-f 9/& %+#/'3&'%&(1, .#1-&38'%P+($(1, /1( 0%.,/'( -#.&%+( 386Q ,'M-

    3#/+#/'(/-(=

    "F 011(2334445)%',:*%5893%7,:,';%3>91;7)%3.?"/3?"3"A3)%

  • 7/24/2019 Etude Google France

    42/43

    B.

    A??

    B .A?

    ".?

    B FH?

    B?B

    B"F

    F..

    @AB?

    @ AB?

    m" A??n

    A??

    . A??

    B A??

    @ A??

    F A??

    "? A??

    ". A??

    d+VU #,;6;9U RG^%16

    %17

    f,=9;6'% M66=9>:7%6 %1

    *;D%96

    f,1>)

    E-#0$*. -3+"2:.

    ob(,10_6% /

    ob(,10_6% .

    ob(,10_6% "

  • 7/24/2019 Etude Google France

    43/43

    P