In 2017 e-commerce once again broke a number of online records in Belgium – yet we still see that more than 90% of all purchases of physical products are made offline. Traditional retail stores therefore continue to play an important role for Belgian consumers. However, we have noticed that these traditional retailers are losing touch with the so-called Leading Edge Consumers, for whom the benefits of online shopping are often more important. This group of consumers displays typical shopping behaviour that will be adopted in future by the average consumer. The Belgian retail sector can prepare for that future by focusing on the benefits of offline shopping, on integrating those online benefits into traditional stores, and on effective pricing strategies
Google, GfK Belgium, De Persgroep Publishing* and Mediahuis Connect make a positive start to the new year to examine the effect of premium news sites on advertising. To enable advertisers who use programmatic buying to distinguish between premium content and non-premium content websites, GfK Belgium, De Persgroep Publishing and Mediahuis Connect join forces to tackle a new research project. The project was also supported with financial input from Google's ‘DNI innovation fund’ in late 2017.
When it comes to the factors that make up ‘the good life’, the top three most popular items selected by people internationally are good health, financial security and leisure time. These are followed by a happy marriage, travel for leisure, a home you own, and control over one’s life.
A GfK research project on the drivers of modern Belgian consumers.
GfK and ICF joined forces to provide EFSA (European Food Safety Authority) with consumer insights on antimicrobial resistance (AMR). The goal of this study was to tackle the risks posed by the use of antibiotics and antimicrobial resistance in animal populations, and their links to human health.
Nearly half of consumers report that “low sugar or sugar-free” and “free from GMO ingredients” are very or extremely important factors when deciding which food or beverage product to eat or drink. These factors top the list, just ahead of factors such as low-salt, organic, low fat, or fortified with vitamins or minerals.
Consumer sentiment within the EU 28 has continued its upward trend in the third quarter of this year, finishing on 20.9 points. This is up from 19.1 points at the end of Q2 and now stands at a level not seen since the end of 2007.
When it comes to the activities that people do regularly to maintain their physical health, it is no surprise that close to two thirds of the online population across 17 countries include getting enough sleep, eating healthy nutritious food, and exercising. What is more surprising is that nearly equal numbers (62 percent) now include “spending time with family, friends or pets” as something they “do regularly to maintain their physical health”. This is up from 56 percent in 2014.
As announced, ABTO, the Belgian Tour Operation Association, will bring strong innovation to its market research as part of their brand new strategic plan.
GfK and Ancienne Belgique have come to an agreement to analyze the the Belgian concertgoers to attract more potential visitors to the broad range of concerts hosted there.
Nearly a third of the online population across 17 countries does gardening or yard work either daily or weekly, according to data just published by GfK. This is made up of a quarter (24 percent) who garden at least once a week, and a further seven percent who garden every day or most days. This slightly outweighs the 24 percent who say that they never do any gardening.
On average, a quarter of people entertain guests in their home either daily or weekly, and a further third entertain monthly. Less than one in ten people say that they never entertain guests in their home. These insights are from an online survey across 17 countries conducted by global researchers, GfK, with the definition of ‘entertain guests’ left open, so it covers everything from dinner parties to having friends around to watch a film or sports or simply to chat over a coffee.