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  • US Consumers Cite Self-Esteem as Top Motivation for Grooming – GfK
    • 01/27/16
    • Fashion and Lifestyle
    • Canada
    • English

    US Consumers Cite Self-Esteem as Top Motivation for Grooming – GfK

    New GfK findings show that “to feel good about myself” and “to please my spouse or partner” are the top two motivators for grooming among US consumers. The results are part of a new GfK survey – among over 27,000 consumers in 22 countries – investigating reasons for trying to look good and the amount of time spent on grooming.

    • 01/21/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Canada
    • English

    Is it a Netflix world after all?

    Netflix’s recent announcement of their international expansion in 2016 is not unexpected, but still somewhat breathtaking in its scope. While it may seem natural to those in the United States, where Netflix holds a dominant position in the Subscription Video on Demand (SVOD) space and in other early markets where it is a well-known brand, but this latest overseas growth is not as much “a sure thing” elsewhere.

    Eight key concerns for entering developing markets

    Certainly Netflix will enter these new markets with a well-known brand name, which may be less connected to its actual content than to the fact that US-originating digital brands often have a leg-up on local brands. Netflix will generally appeal to affluent, Western-oriented consumers outside of the North American and Western European markets.

    But Netflix will have a number of concerns when entering these other developing markets that make up much of the dozens being added. These include:

    • Local competitors in the Pay TV or streaming space may themselves have a dominant position. GfK works with a number of providers in the markets in which Netflix has newly launched to understand how their services are consumed. We often see a large cohort of subscribers actively viewing the kind of on-demand content that Netflix dominates in the US. These are consumers who are well served by streaming or on-demand content. For example, local South East Asian player iFlix has already built up an impressive half million subscribers in a short space of time.
    • The streaming rights to local content of interest may be held exclusively by other services.
    • The streaming rights to even Netflix’ own content may still be controlled by other providers, based on older agreements.
    • Netflix’ original, exclusive Western-focused content may not have an appeal in different cultures. Again, GfK’s work in providing Return Path Data (RPD) services have taught us that local content is absolutely crucial in building a strong customer base – even in markets where the kind of Western-oriented programming in which Netflix concentrates is popular. Netflix itself recognizes this by focusing much of its strategy on creating local content for its various markets.
    • There may be local laws regarding a certain level of locally originating content.
    • Internet access in certain countries may be limited across the population or intermittent.
    • The governments or entities controlling Internet access may arbitrarily cut access based on disagreement with content, or may use such power to censor or control what content is offered.
    • In many markets, particularly in APAC, advertiser-supported or illegal websites are often well established as sources for watching video content. So there may be resistance to paying for content that consumers have traditionally accessed by other ‘free’ means.

     

     

     

     

    Netflix’s big data advantage

    That being said, Netflix has consistently outperformed expectations of industry experts and those in the financial markets. Its daring moves in the past have mostly panned out. And, aside from content, it has an understanding of its consumers – through the use of its own collected big data – with which few of its potential competitors can hope to compare.

    As for its competitors, frenemies, and partners – some being all three – the growth of Netflix raises questions that only third-party accounting of Netflix can answer. This way their competition or partnership with Netflix is on a more level playing field.

    What do you think about Netflix’s expansion? Do you see other challenges? I would like to hear your opinion as well.


    For more information, please contact me at david.tice@gfk.com.

  • Home Technology Monitor notable findings from 2015
    • 01/21/16
    • Media and Entertainment
    • Canada
    • English

    Home Technology Monitor notable findings from 2015

    Find out what the five most notable trends were in 2015 from The Home Technology Monitor, GfK's syndicated series of reports on media ownership, use, and attitudes.

  • Daily Contact Lenses Surpass Weeklies in Dollar Sales, Edge Closer in Box Volume – GfK
    • 01/20/16
    • Point of Sales Tracking
    • Canada
    • English

    Daily Contact Lenses Surpass Weeklies in Dollar Sales, Edge Closer in Box Volume – GfK

    Daily contact lenses continue to steal share of wallet in the US from weekly lenses, according to the latest data from GfK’s POS Tracking team. 

  • Toronto Drops Out of Top 10  In Latest “City Brands Index” Report
    • 01/20/16
    • Canada
    • English

    Toronto Drops Out of Top 10 In Latest “City Brands Index” Report

    Despite maintaining its reputation for having some of the most welcoming people in the world, Toronto dropped out of the top 10 list of desirable cities in the latest 2015 Anholt-GfK City Brands Index (CBI). Toronto placed 8th in the last CBI study, conducted in 2013.

  • New Anholt-GfK “City Brands” Ranking Places  Three US Cities in the Top 10
    • 01/20/16
    • Canada
    • English

    New Anholt-GfK “City Brands” Ranking Places Three US Cities in the Top 10

    New York City and Los Angeles have claimed third and fifth place, in the 2015 Anholt-GfK Roper City Brands IndexSM report, with NYC and LA improving on their 2013 rankings and DC slipping four places despite improving its score.

  • Canadian drivers embrace safety feature  concepts on futuristic connected cars
    • 01/14/16
    • Technology
    • Canada
    • English

    Canadian drivers embrace safety feature concepts on futuristic connected cars

    In a recent survey, GfK asked 1,000 drivers to rate the appeal of different types of connected car concepts and found 42% of Canadians prefer the "Ultra Safe" car, which makes driving as safe as possible. Highly rated features include emergency braking and emergency calling, which allows a car to directly call emergency services in the event of an accident; both concepts have the support of 62% of respondents.

  • Melnick Joins GfK to Lead Fashion, Lifestyle Practices in North America
    • 01/12/16
    • Canada
    • English

    Melnick Joins GfK to Lead Fashion, Lifestyle Practices in North America

    GfK is expanding its North American presence in Fashion and Lifestyle consumer research with the appointment of Dave Melnick as Vice President of Consulting for these industries. Melnick joins GfK after 25 years of leading consumer insights and other key marketing functions at leading fashion retailers.

  • At CES, GfK Will Share Key Findings from  Global Smart Home Study
    • 01/06/16
    • Technology
    • Home and Living
    • Canada
    • English

    At CES, GfK Will Share Key Findings from Global Smart Home Study

    In a recent GfK global survey, consumers said they expect Smart Home services to have a big impact on their lives – bigger than wearables, connected cars, the Internet of Things (IoT), and six other emerging technologies. But what obstacles and expectations will Smart Home need to confront on its way to mainstream adoption?

    At this week’s Consumer Electronics Show (CES), GfK’s Kevin Taylor (EVP and Head of Technology, North America) and Don Simons (Managing Director, Consumer Goods, North America) will share results from the company’s recent study, which included over 7,000 people in Brazil China, Germany, Japan, Korea, the UK, and the US.

  • Using guest feedback to improve the customer experience
    • 12/01/15
    • Travel and Hospitality
    • Brand and Customer Experience
    • Canada
    • English

    Using guest feedback to improve the customer experience

    We partnered with the hotel group to power its new guest experience program. The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.

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  • Optimizing outcomes by understanding the path to purchase
    • 12/01/15
    • Technology
    • Canada
    • English

    Optimizing outcomes by understanding the path to purchase

    We helped a technology company to uncover insights into how customers make purchasing decisions and how these are influenced by different touchpoints.

  • Enhancing brand performance in the US luxury auto market
    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Canada
    • English

    Enhancing brand performance in the US luxury auto market

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.

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