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Información inteligente: tecnología

En la sociedad conectada actual, la tecnología impacta a todas las industrias, generando oportunidades y acelerando la velocidad de la innovación.

Para mantenerse competitivas, las empresas de tecnología deben comprender la evolución de las experiencias y las elecciones de los consumidores.

Nuestros expertos en investigación de mercados para el sector tecnología ofrecen información relevante orientada a la creación de conceptos atractivos y ganadores, el posicionamiento de productos, sus estrategias publicitarias y las experiencias de compra y uso. Nuestra trayectoria en el sector del equipamiento tecnológico se extiende desde las tecnologías de la información (B2C y B2B), la electrónica de consumo, la fotografía, el equipamiento de oficina y las telecomunicaciones, hasta la investigación de sus usuarios y las tendencias de cada categoría.

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Avenida Jorge Basadre 990, San Isidro, Lima
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TechTalk newsletter

Descubra las perspectivas, las tendencias y los datos más recientes del sector tecnológico en nuestra Newsletter TechTalk.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector tecnológico. Siga leyendo

    • 05/23/17
    • Retail
    • Technology
    • Point of Sales Analytics
    • Global
    • English

    Maximize your media effectiveness and investment with our five-step program

    In our interactive white paper, we share our five-step program for maximizing your media effectiveness and achieving more for your marketing budget. 
    • 05/11/17
    • Technology
    • Trends and Forecasting
    • Global
    • English

    Looking for the future of mobile? Take a trip to Beijing

    ‘You can do without a wallet in Beijing these days but not without a smartphone.’ This came from the cab driver who picked me up at Beijing International airport when I landed with my mother last fall for the first trip back to my home country (and hometown) in years. He was completely right. Over the following weeks, I grew a renewed appreciation for my iPhone (now powered by a local SIM card), and constantly found myself pulling it out for all the things I had never used it for – to help open a bank account (you have to have a local mobile number and a phone that can at least receive authentication codes to be able to open an account in China), to make online reservations at restaurants (many of them don’t take reservations over the phone), to book an online appointment at a local salon and get a nice discount for the visit, to use an app to call cabs (Didi, the world largest ride-hailing service with nearly 400 million users across 40 cities in China), and of course, to make in-store purchases by scanning QR codes. Having followed and reported on tech trends for years, I was prepared for the role of smartphones in China. However, being there to experience and witness the smartphone culture first-hand, I still couldn’t help but constantly marvel at how involved my fellow citizens are today with their beloved phones.
    • Chinese are now the most engaged mobile phone users globally: Many visitors to China would probably share my amazement at Chinese consumers’ high smartphone engagements. According to data from GfK Consumer Life, Chinese today use their mobile phones to do more than their peers in any of the other 21 countries covered in our global study. On average, 61% of online Chinese consumers age 15+ did at least seven out of fourteen consistently tracked activities on their mobile phones in the past month, from social networking to online banking. This compares with 57% in South Korea, 34% in the US, and 32% in the UK.
    • Older consumers drive the latest growth: It’s no longer just tech-savvy younger Chinese who are inseparable with their phones. Increasingly, it’s their grey-haired parents – and grandparents – as well.

      The biggest increase in mobile phone engagement since 2014 came from older Chinese age 50+, whose growing fascination with their phones was visible when we toured around Beijing. From restaurants to buses to community parks, I was always able to spot seniors being totally immersed in the little screens in their palms. By the end of our trip, my mom’s group of 70-80 year-old friends had convinced her to install WeChat, China’s massively popular mobile social networking app with now 889 million users. And content sharing to her account has been flowing non-stop ever since.
    • China dwarfs the US in mobile commerce and payments: Our taxi driver wasn’t kidding when he said that you can survive in China’s large cities without a traditional wallet, as long as you’re equipped with a mobile one.

      From tiny street vendors to large supermarkets, numerous retailers of all types in Beijing accept mobile payments, often through popular apps Alipay and WeChat Pay. China’s relatively low plastic card penetration also contributes to the appeal of mobile wallets as a convenient non-cash alternative.

      Of course, smartphones are used not only for in-store payments, but online purchases. The latest data from GfK Consumer Life indicates that 61% of online Chinese mobile phone users used their handsets to buy something online in the past month, up 17 pts from 2014. This compares with 28% of American users, up 7 pts in the same time period. Last year, China’s biggest online shopping day Single’s Day raked in an eye-popping $17.8 billion in sales, with 82% coming from mobile transactions. To put that into perspective, last year’s record-setting Cyber Monday rang in $3.45 billion, with mobile accounting for around one-third of that revenue.
    • Chinese companies on the rise in mobile technologies: Chinese consumers’ high engagement with their smartphones can be attributed in part to the innovative solutions from local tech giants.

      Tencent’s WeChat, launched in 2011, has built itself into a ‘super app’ that allows users to not only make video calls and group chat, but shop, make payments, book a hotel, hail a ride and play games all on one intuitive platform. Its ‘super app’ approach is often seen as inspiring even to tech giants in the West.
    With a willing consumer and increasingly sophisticated local players, China is poised to continue to lead the evolution of the mobile culture. Brands trying to crack the Chinese market must recognize the essential role of mobile in the lives of these consumers. And for those curious about the future of mobile technologies, China – not the US – may be the closest to offer a glimpse. Veronica Chen is Vice President at GfK Consumer Life. To share your thoughts, please email veronica.chen@gfk.com or leave a comment below. [1]GfK PoS Measurement, 2016, Sales Units, USA and Mexico not included
    • 05/05/17
    • Technology
    • Global
    • English

    The smart home finds its voice

    Voice-controlled technology has long excited the minds of sci-fi buffs and technological prophets. Today, its promise of freeing up our hands and eyes in exchange for a more seamless user experience seems closer than ever before. Indeed, voice recognition has evolved from providing farcical misinterpretations in its infancy, to a stage where it successfully detects 95% of human speech – as much as we humans do ourselves. The hype around voice tech was at full display at the Consumer Electronics Show in Las Vegas earlier this year, where a central theme to new product launches, no matter how different from one another, was what kind of voice compatibility they would be offering.

    The arrival of Google Home

    This Thursday, Google Home arrived for British consumers – nearly six months after its main competitor, the Amazon Echo. Such “smart” speakers are a big part of the voice push, providing simultaneously the cockpit and pilot for your smart home products. Smart home products in this instance include anything that makes your home more interactive – from mood-sensitive lighting that can adapt to your entertainment needs, to plug sockets that will have fresh toast and coffee ready just as you are slipping out of bed in the morning.

    The appeal of smart home technology

    According to GfK Point of Sale data, almost 400,000 smart home products have been sold since the beginning of 2016 up until February 2017. Of these devices, over 60% work across multiple platforms. Lighting solutions have proven particularly popular so far, accounting for a significant proportion of the sales volume, perhaps because they offer the opportunity to test out the new technology without much expense and commitment. The take-up of these products is perhaps not surprising given that UK consumers rated smart home highest among the technologies they consider most likely to have an impact on their lives (47%), above other innovations such as wearables and mobile payments (GfK Smart Home, 2015). The areas respondents found most appealing were exactly the ones that the Amazon Echo and Google Home cater for – Security & Control (38%), Energy and Lighting (36%), and Entertainment & Connectivity (36%). For now, there seems to be willingness among manufacturers to provide early adopters with choice and integrate as many different voice assistants as possible. However, as the smart home becomes mass market, hub providers like Amazon and Google may demand exclusivity to encourage usage of their own platform. A potential lack of cross-platform compatibility that would make your smart devices “unwilling” to talk to each other could put consumers off the entire smart home proposition.

    The voice assistant arms race

    Amazon and Google may have been quickest to come to market in terms of standalone hardware, but they are by no means the only participants in the voice assistant arms race. While Apple has not released its own dedicated product, their popular voice assistant Siri in combination with the Apple Home app carries out comparable functions. Similarly, with Microsoft already possessing their own voice assistant in Cortana and Samsung recently launching Bixby alongside the Galaxy S8, this space looks set for further growth in the year ahead. We will continue to track adoption of voice automation and smart home technology. If you would like more information, please contact Toby Jarvis, Account Manager – Consumer Electronics, toby.jarvis@gfk.com. hbspt.cta.load(2405078, '353d30c1-9f7e-456f-803b-03a19c317355', {});
    • 04/28/17
    • Retail
    • Technology
    • Global
    • English

    The game is on: the opportunities offered by the gaming market

    Gaming creates considerable revenue worldwide, but especially in Western Europe. Discover what opportunities are offered by the gaming market with our infographic.
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • Tendencias y pronósticos

    Tendencias y pronósticos

    La velocidad actual de lanzamiento de nuevas ofertas, junto a la disminución de los ciclos de vida de los productos, se traducen en una presión incomparable para que las empresas se mantengan a la vanguardia.  El comportamiento de compra de los consumidores está cambiando más rápido que nunca. 

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San Isidro, Lima
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