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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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Here you can find the latest global news, studies and publications from GfK.

View all global insights from GfK

    • 01/22/18
    • Global
    • English

    02/27/18
    GfK cocktail reception at MWC 2018

    We invite you to an exclusive cocktail reception at one of Barcelona’s most sought after venues. Join us for music, appetizers, cocktails and insights at Eclipse Bar, the W’s penthouse venue.
    • 01/18/18
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Why is cross-media so important?

    Why do we need to track consumers across all channels and devices? Why can’t we just track their behaviour on one device, for example? Well, the answer is that we can, but then we’d be getting a false view of their real behaviour. We’d only see one aspect of how, where and why they are interacting with your own, or your competitors’, promotional content, products or services. A typical customer journey usually involves many stages from discovery to purchase, using many different touchpoints across multiple devices. Unless we analyse all of those data traces, we will not get a truly accurate single consumer view. The challenge is to think ‘cross-media’ right from the start, and to break up silos by using digital as the connector.

    Recent cross-media trends from 8 countries:

    We run regular research looking at device use and online behaviour in 15 countries. This is passively collected behavioural data, which creates a valuable and easy-to-use round-up of the cross-media metrics that matter. In this blog, we’ll share some top trends from eight very different markets: Germany, Mexico, UK, Poland, Russia, Indonesia, Brazil and Netherlands. hbspt.cta.load(2405078, '6bd01b10-fc09-4b4c-9251-70a83828189a', {});

    4 cross-media trends from our full report

    1. Multi device is the norm What is abundantly clear is that tracking data from single device use cannot provide a full enough picture to be reliable or truly useable. While we track the use of smartphones, tablets and PCs, it is interesting to see how these devices are used in combination. For example, how many smartphone users also use tablet and/or PC? Singular device usage still exists, but nearly three quarters of the online population in the eight markets we have analysed use at least two or more devices There is a higher percentage of single device use in some emerging markets. For example, in Indonesia, almost 4 in 10 (37%) of the online population use smartphone only. This is largely due to limited availability of fast landline internet, so that desktops and PCs have not penetrated the market in the same way as in Europe. The price decrease for smartphones and cheap data has been much faster than investments in landline infrastructure. Not only is a high share of mobile usage for smartphones, but also smartphones and tablets – 28% of the online population in Indonesia use these two devices combined. In addition, Poland stands out as having the highest percentage of PC-only users (30%) compared to the on other markets. However, in a developed market such as the UK, nearly 4 in 10 (39%) of the online population use smartphone, PC and tablet, while only 7% use tablet and PC. In Italy, half the online population use both PCs and smartphones. 2. Most popular online activities – by country, and by device Based on net reach, the top activity that people perform across all devices (PCs, smartphones and tablets) is reading news or information, or accessing search sites. The exceptions for this are Indonesia, where shopping is the top activity across all devices, and Brazil, where communication is most popular. In Brazil, communication apps are particularly popular for messaging and emailing. When we view devices separately, there is clear division in use between PCs and mobile devices. People are using PCs for reading news or information and performing web searches, and using their tablet or smartphone for communication and shopping. A key takeout here is that shopping is the top activity on mobile devices in four out of the eight countries, highlighting the importance of mobile advertising for eCommerce and in-store shopping in these markets. This prevalence of mobile highlights the importance of mobile-enabled webpages and apps with good UX to support eCommerce. 3. Looking at duration shows key differences between countries Looking at duration of activity (average hours per month, per user) for each category, we see that social networking and communication are the top ranked categories in terms of time spent across all three devices. However, there is a lot of variation between the different countries. For example, ‘communication’ is the top activity on mobile devices in both Indonesia and Germany. But in Indonesia, the duration is 27 hours – compared to 16.4 hours in Germany. And people in Mexico spend more than twice as much time on social networking as people in Poland (30.3 hours compared to 14.6 hours, respectively). By looking at duration, we also see that, while we are all addicted to our smartphones, this is especially true in certain countries. In Poland, the average online user spends 34 hour per month on their smartphone – but in Netherlands this rises to nearly double that, at 64 hours per month. 4. Most-used websites and apps (based on reach) It’s probably no surprise to see that Google is the number one most-used website or app, based on reach, in seven of the eight countries presented in this blog. The exception is Russia, where Yandex takes the top spot (Yandex is a similar platform to Google which includes Yandex Search, Yandex Mail, Yandex Maps, Yandex Images, Yandex News etc, and even includes a taxi app very similar to Uber). Similarly, Facebook is the number one social network site, except for Russia where it is VKontakte (VK). When it comes to streaming, however, the top site is the same across all eight countries: YouTube.

    Achieving a single customer view

    Integrating data from all sources in one platform allows us to connect the dots and gain a true picture of our consumers. Ultimately, data trails are generated by real people that leave data in many different silos. Digital is the connecter that helps open these silos as all the data traces are left in the digital world. By opening these silos and integrating data from different sources we can achieve that all important single customer view. Pawel Gershkovich is a Global Senior Product Manager at GfK. To share your thoughts, please email pawel.gershkovich@gfk.com or leave a comment below. hbspt.cta.load(2405078, '6bd01b10-fc09-4b4c-9251-70a83828189a', {});
    • 01/18/18
    • Financial Services
    • Retail
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the month: GfK Purchasing Power Germany 2018

    GfK's map of the month for January shows the distribution of per-capita purchasing power in Germany in 2018.
    • 01/18/18
    • Technology
    • Trends and Forecasting
    • Global
    • English

    Xennials: An untapped opportunity for marketers

    Much has been written about US generations for, well, generations. Starting with the “Lost Generation” that fought in World War I right up to our present-day debates about what to call the Post-Millennial audience, Americans have an endless fascination with the differences between these seemingly distinct and roughly 20-year age groups. But as society and technology evolve at a faster rate than ever, perhaps the parameters for each generation will shrink over time? The “Xennial” generation is a term recently coined for those stuck sandwiched by Gen X and those industry killers, the Millennials. Born (roughly) between 1977 and 1983, this group is caught between two worlds in more ways than one. They grew up as technology did, learning to use computers and cell phones in their teen and college years. Many were hit hardest by the tech bust, 9/11, and the Great Recession, which happened at critical moments in their nascent careers. And they exhibit a curious mix of the cynicism of their Xer elders and the optimism of their younger counterparts. Recent research from GfK Consumer Life uncovers how Xennials serve as the bridge between the infinitely dissected Millennials and oft-neglected Generation X. A quick look at their outlooks on finance, technology, and the home spotlights a unique group worth taking more seriously.

    Confident and driven

    In spite of living through major financial instability, Xennials remain more financially bullish than their elders – and their juniors. GfK Consumer Life research shows that they’re most likely to believe that now is a good time to make purchases, feel that the US economy is fair in the opportunities it provides, and be satisfied with the amount of money they have to live on today. They also lead in the belief that the best place to put money is where it can generate income – not where it is simply the safest – and feel more strongly than adjacent age groups that being able to start your own business is still a part of the American Dream. In fact, thrift is a lower-ranked personal value for this micro-generation. Perhaps it’s this financial confidence that makes Xennials more content in other arenas. They’re more likely to express satisfaction with multiple aspects of life, from career and relationships to health and their social lives. And in their leisure time, they’re more apt than neighboring generations to prioritize both physical and mental challenges. Brands can leverage this outlook by providing Xennials with opportunities to try new things, take a few risks, and feel even more empowered.

    The technology tipping point

    Full disclosure: I am an Xennial (class of 1980), and nowhere is it more clear than in my relationship with technology. I had my first email account nearly a decade before my first cell phone. Today, I take full advantage of mobile technology, social media, and streaming services, but have yet to cut the cord, still subscribe to a few paper magazines, and Snapchat recently became the first app that instantly went over my head. However, I still wouldn’t hesitate to call myself tech-savvy. Our research at GfK Consumer Life shows a similar pattern. Xennials are more likely than Millennials and Gen Xers to see the technology they own as an expression of themselves, and you’re more likely to find innovative devices like fitness bands, VR/AR headsets, smart home appliances, 4K Ultra HDTVs in their homes. Yet many members of this unique audience still straddle the low-tech line, as they’re more apt to read magazines on a weekly basis and watch video content on something physical such as a DVD. For tech companies to effectively communicate with this group, these nuances are important to understand. “Retro releases” such as the return of the Nokia 3310 phone capitalize on this generation’s intermittent desire for simple technology – and nostalgia.

    Staying close to home

    Earlier in this century, young Americans began moving back in with their parents in greater numbers than ever before. And as of 2014, “living with parents” is now the most common living arrangement for 18-34-year-olds for the first time in the modern era. Perhaps as a consequence of this shift, Xennials today are more home- and family-centric than those both younger and older than they are. Compared to Millennials and Gen Xers, they’re more likely to describe their homes as a family haven, prioritize family bonding during their leisure time, and predict that they’ll be living close to family ten years from now. Interestingly, Xennials are also most apt – out of the three generations – to enjoy advertising that emphasizes the comforts of home, a clear message to marketers on where to direct their creative energies. Xennials index higher than their immediate age peers on regular at-home activities such as cooking and meal planning, but their homes also have a modern twist. They’re most likely to pay professionals to do chores to save time for themselves, and demonstrate greater interest in new home developments such as energy-efficient appliances and open floor plans. With an audience that’s more open to thinking about the home in new ways, there’s a host of new opportunities for marketers.

    The lesson for brands

    Only time will tell if the Xennials continue to differentiate themselves from those just a little older and younger than them, and if our perception of generations evolves to include narrower age ranges. But in the meantime, brands can learn powerful lessons about the needs of Americans born at a brief, pivotal time in our nation’s history. Rachel Bonsignore is a Senior Consultant on the Consumer Life team at GfK. She can be reached at rachel.bonsignore@gfk.com. hbspt.cta.load(2405078, '13e65c1f-147b-466d-a5ba-18657a8a6ae5', {});
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