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    • 05/25/17
    • User Experience (UX)
    • Global
    • English

    Consumer attitudes around materialism present opportunities for brands

    According to the results just released from our online international survey, three out of ten people (31%) answered firmly that they “would rather have more time than more money”.  In comparison, only one out of ten respondents (9%) disagreed with the same statement.

    The survey also asked how strongly its participants agree that “experiences are more important than possessions”, with over ten times as many people firmly agreeing rather than disagreeing.

    Breaking down the results by country, income and age

    Those in China (41%), Brazil (37%) and Argentina (32%) ranked the highest, respectively, for their strong preference for more time over more money.

     

    Mexico (57%), Argentina (53%) and the United States (53%) ranked the highest in firmly agreeing that experiences are more important than possessions.

     

    Income played a minor role in the response variances, with higher income households valuing time and experiences slightly more than lower income households, but not to a significant extent.

    Survey respondents aged over 60 were more split in their answers, with 19% preferring “more time to more money” and 13% preferring the opposite.  Those in their twenties and thirties value time over money the most, at 36% agreement vs. 7% who disagree.

    What it means for brands

    These findings clearly demonstrate that there are strong opportunities for brands that can associate themselves in the minds of consumers with giving quality time back to their lives, or by simplifying and quickening their daily tasks. Brands can also differentiate themselves from competitors by identifying ways to turn their purchase process into more of an experience for the consumer.

    About the study

    *All the data presented in this blog represents the top 2 boxes (agreement) and bottom 2 boxes (disagreement) from on a 7-point scale where “1” means “disagree strongly” and “7” means “agree strongly.” GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted based on the size of each country proportional to the other countries. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.

     

     

     

     

     

     

     

     

     

     

     

     

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  • Opportunity for brands that can give back time or experiences to consumers
    • 05/25/17
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Global Study
    • Consumer Life
    • Global
    • English

    Opportunity for brands that can give back time or experiences to consumers

    Three in ten people (31 percent) would firmly prefer to have more time than more money – compared to only nine percent who firmly disagree with that. And over four in ten (44 percent) firmly believe that experiences are more important than possession – compared to just three percent who firmly disagree with that. 

  • Upward trend in the consumer climate continues
    • 05/24/17
    • Press
    • Financial Services
    • Public Services
    • Trends and Forecasting
    • Global
    • English

    Upward trend in the consumer climate continues

    Findings of the GfK Consumer Climate Study for Germany for May 2017

  • Map of the month: GfK Purchasing Power for cosmetics, Germany 2017
    • 05/24/17
    • Consumer Goods
    • Geomarketing
    • RegioGraph
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: GfK Purchasing Power for cosmetics, Germany 2017

    GfK's Map of the Month for May illustrates the 2017 regional distribution of purchasing power for cosmetics at the level of Germany's urban and rural districts (Datenquelle: GfK Purchasing Power for cosmetics, Germany 2017). The data helps companies that sell cosmetic products and services to more effectively manage operations and pinpoint promising regions for sales and marketing campaigns.

  • Consumers value time and experiences more than money and possessions
    • 05/23/17
    • Global Study
    • Global
    • English

    Consumers value time and experiences more than money and possessions

    Internationally, three times more people firmly agree than disagree in wanting more time over more money. Explore the full findings by country, gender, age and income.

  • Global study: attitudes around materialism
    • 05/23/17
    • Global Study
    • Global
    • English

    Global study: attitudes around materialism

    Consumers value time and experiences more than money and possessions. Explore the full findings by country, gender, age and income in our global study.

  • Presentation: Innovation and UX
    • 05/23/17
    • Global
    • English

    Presentation: Innovation and UX

    Digital experiences have driven us into working in an agile way. But how do we plan for the big changes? Watch our 30 minute recording from the UX Masterclass 2017 in Shanghai. 

    • 05/23/17
    • Retail
    • Promotion and Causal Retail
    • Global
    • English

    Track the execution of launch campaigns to ensure they achieve lift off

    As a manufacturer, you’ll know that the launch phase of a new product is absolutely critical. As our recent POS Analytics study in Japan shows, product life cycles can be short. As much as 90% of the overall sales of mobile PCs and smartphones in this market are delivered in less than 10 months of their launch1. You have just a small window of opportunity to make sure your product secures its target share of market and sales against the competition. You will therefore invest heavily in a sophisticated launch campaign with key retail partners to promote your product. But how can you be sure your trade marketing campaigns are being executed as agreed?

    Monitor key retail partners’ performance to get the maximum ROI

    Let’s look at the major smartphone manufacturers. Three have recently launched new generation flagship models. They will want to know how the launch promotions they have designed and agreed with their various retailer partners are being implemented. Is their product achieving maximum visibility across retailers’ channels? Are they using the right video online? How is the product positioned in-store? How is it featured in their seasonal TV advertising?

    Often trade marketing campaigns focus on promoting a particular technical feature or benefit, like an infinity screen, or a sophisticated camera that can take high-end pictures for posting on social media. If you are running a feature-led campaign, you will want to ensure that retailers are promoting the relevant selling point to consumers across touchpoints.

    Determine how retailers are implementing the campaigns you’ve devised for them

    You should monitor online, in-store and print advertising to determine how retailers are implementing the campaigns you’ve devised for them. You will know if your product features prominently in their advertising and promotional materials at the point of sale, if it is reachable within five clicks on their website and whether it appears in one of the “golden locations” (i.e. the front entrance of end of aisle, etc.) in their stores. Similarly, you can monitor the execution of your competitor’s campaigns.

    By combining intelligence on the execution of different elements of your trade campaigns by retailers and their sales data, you can determine the success of your campaigns. More importantly, you can align your efforts and investment – in different channels, campaign elements and retail partners – with your results. This level of transparency about your campaigns and retail partners’ performance is invaluable when it comes to agreeing campaigns and your level of investment with retailers.

    Contact me at Karsten.holdorf@gfk.com to find out how we can help you to optimize your trade promotion management.

    1 Our recent GfK POS Analytics studies of durable goods in Asia provide evidence of increasingly short product life cycles. In Japan, for example, 90% of the overall sales of mobile PCs and smartphones are achieved in less than 10 months. However, selling the last 10% of these products takes longer than the entire time needed to sell the first 90%, despite the best price incentives being employed for the final 10%.

     

     

     

     

     

     

     

     

     

     

     

     

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

  • Christian Bigatà Joseph joins GfK SE as new CFO
    • 05/23/17
    • Press
    • Global
    • English

    Christian Bigatà Joseph joins GfK SE as new CFO

    The Supervisory Board of GfK SE has appointed Christian Bigatà Joseph (42) as the new Chief Financial Officer and Management Board member of GfK SE, effective August 1, 2017.

    • 05/19/17
    • Automotive
    • Media Measurement
    • Global
    • English

    Mobile is the means to improving traction for your crossmedia automotive campaigns

    As an automotive marketer, you face a great many challenges. Not only is the auto industry in the fast lane when it comes to change, but so too is the media landscape you must navigate to attract Connected Consumers. Online media’s increasing importance in the purchase journey combined with the proliferation of connected devices, however, presents a significant opportunity and route to maximizing the efficiency of your campaigns.

    While traditional TV remains the go-to media channel to drive brand image and reach a mass audience, online campaigns can add extra reach and help target a specific group. More specifically, you need to go mobile and devise content specifically for this channel. Here’s why:

    Go mobile to get more mileage from your campaigns

    Our research shows that mobile accounts for a significant share of digital ad impressions. According to our Crossmedia Visualizer data, based on online users in Germany, more than one third (37.4%) of all ad impressions within automotive online touchpoints occur exclusively on mobile devices. When looking at smartphones only, they deliver 20.4% exclusive reach, while tablets deliver 14.3%.

    Mobile use is even more pronounced among Gen Y (20-34 year olds) in this market, where 45.3% of impressions in the automotive category are exclusively on mobile. What’s more, our research shows that the reach of Facebook on mobile devices among younger target age groups is nearly three times higher than that of desktop ad placements. Also when run in addition to TV campaigns, paid placements on Facebook can extend incremental reach by 4.5%. This is even before considering the viral effects a campaign can have.

    Younger age groups are not only critical for brand building but are also, because of their affinity for using mobile and social media, open to campaigns that use these channels. What this means is that if you aren’t reaching them on mobile and via social media through paid placements and the like, your competitors surely will.

    Fine-tune your use of mobile channels for incremental reach and targeting

    The increasing usage of mobile devices among the online population in the auto sector is also evident when we look at the websites of the top three premium car brands in Germany. While desktop still delivers the greatest share of impressions versus mobile for Mercedes-Benz (64.3% vs. 35.8%) and Audi (64.3% vs. 32.2%), for BMW, mobile provides a 53.3% share of impressions versus 45.9% for desktop.

    These factors combine to underline the need to optimize the mobile elements of your cross-media campaigns to target today’s – and tomorrow’s – Connected Consumers where they are. Put another way, if you want to get the mileage from your cross-media campaigns, you need to fine-tune your use of mobile channels to deliver that all-important incremental reach and targeting of content.

    You can master today’s multi-channel marketing reality and track, analyze and optimize your media planning with our Crossmedia Visualizer tool. Test it out for yourself for free to discover:

       

    • which car brand sites have the highest net reach among the online population in Germany and how this has changed over last five months
    • which of the key online auto sites in Germany has the highest net reach and number of unique users
    • what the top auto sites’ reach is by device and which site indexes highest for reaching those who intend to buy a new car (timeframe)
    • and more…
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    • 05/18/17
    • Consumer Goods
    • Trends and Forecasting
    • Global
    • English

    What your brand can do now to attract today’s moms

    Nothing is more central to society, or more relevant to the fates of so many brands, than the evolving partnership between moms and dads. Parents not only make an extraordinary number of purchase decisions – they also deeply influence the tastes of the generations that come after.

    But still parents struggle with work and family pressures – the stress of being so needed in so many places. According to ongoing GfK Consumer Life research, the contract between parents has shifted noticeably in recent years. Dads are playing a greater role in some of the chores, like food shopping – but moms are still more likely to hold down the family’s most cherished functions and spend more time with their family in the home. Together they are more likely to sit and talk, eat, and read, while fathers tend to spend more time outside of the home with their children – going to the movies, volunteering, and playing sports.

    Despite changes in the family dynamics, moms are actually as stressed as they have ever been, with over two-thirds with kids under 13 saying they experience stress and tension – a number that is dramatically higher than average. And today’s sources of mom stress are vastly different from nearly two decades ago; some of the fastest-rising causes are health, weight, noise and not getting enough sleep.

    Opportunities in relief valves

    Moms and dads alike need “relief valves” – activities or opportunities that help them refresh, re-orient, and put down their burdens for a minute or three. This need offers powerful opportunities to marketers.

    Moms understand what’s truly important to their health and well-being, for example; but they fall short on following through, which exacerbates stress and fuels the vexatious mom-guilt. Smart, mom-centric marketers can offer real-time coaching to not only ignite a boost for healthier behaviors, but also help moms (and dads) stay on track. Whether the solution is smart health-tracking technology or product packaging that helps moms remember their nutrition, marketers can and should “be there” for over-tired moms of today.

    Looking to the future

    Now, a new wave of moms is coming, and they are undoubtedly different from the moms of today. According to the GfK MRI data, the youngest moms today (ages 18-25) are more apt to be minorities, work tirelessly on most weekends, juggling family and work lives under tremendous pressure. And GfK Consumer Life (Roper Reports) shows that these new moms are more driven. But they always give their best effort and value working hard, seeking fulfillment in what they do for a living.

    These new moms also need to feel secure and empowered about the brands they choose. The new wave of moms is considerably more likely to claim that they only buy products and services that speak to their beliefs, values or ideals.

    So, looking at some of today’s youngest moms, how can marketers anticipate the moms of tomorrow? How can they keep their brands strong and top of mind in a fast-paced and fragmented world of media, super-connectivity and hyper personalization?

       

    • First, stay with moms through close and consistent tracking of their likes and dislikes.
    • Keep close watch on the still-transforming contract between parents – which also means understanding young men and women alike, before they have families.
    • Do not add to their stress – provide outlets and escapes from their daily activities and struggles.
    • And show them that their efforts do lead to fulfillment; do not frustrate or ignore them at key moments.
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    As always, attentive brands are also the smartest, making decisions that will build customer loyalty for generations to come. Are you on board?

    Jola Burnett is a Vice President on the Consumer Life team at GfK. She can be reached at jola.burnett@gfk.com.

     

     

     

     

     

     

     

     

     

     

     

     

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