I always like people-watching on my morning commute on the train. Not in a weird way you understand. There are people sleeping, reading, watching and listening. But nobody talks.
There are several people staring vacantly into their mobile phones, scrolling and clicking. The man opposite me reads his free morning newspaper. Another is working and listening to music on his earphones. A woman watches a TV programme on her tablet. While Zenith predicts there will be a 35% increase in viewing on mobile devices (smartphones and tablets) to 28.8 minutes a day, I wonder how engaged these people really are in what they are doing. Furthermore, I wonder how one can compare those differing levels of engagement, however great or small, across the various media being consumed on the 55 minute train ride.
It is the mobile engagement that intrigues me. I have seen it defined as the level of interaction between a brand and consumer via a mobile device. The more frequent the interactions, the higher the engagement. Apparently, people check their mobile phones 150 times a day. How should we compare multiple, short duration activities on a mobile with single, long duration activities, such as watching TV or listening to the radio?
Advertising spend for mobile is forecast to have a 37% share of all media ad spend by 2021 (eMarketer). Yet there exists no uniform measure of digital ad effectiveness. Some work has been done a while ago that claims a link exists between exposure time and CTR/CPA performance. But cases have also been reported of networks buying traffic to sites and having between 75% and 95% of hits coming from bots, or non-human traffic, which opens up the thorny issue of click fraud and unverified data; or as I call it, the Internet of Sins.
I question the value of using duration in online metrics. Even a cursory observation of the smartphone users on my commute and one can argue that is the perfect definition of non-human traffic! Ironically, these are the same people who are so engaged when reading their smartphone screens walking through the city streets that they bump into several people coming the other way. I swear I saw one walk right into a digital outdoor advertising screen. They literally could not see an advert if it hit them in the face!
Measuring the impact of mobile cannot be done in isolation. More advanced media measurement techniques are required to support a deeper understanding of the continually evolving media landscape. Our measurement philosophy is to provide a ‘total media’ perspective through smartly integrating media and consumer data on our Media Measurement platform. In this way, we can really see how mobile is performing alongside other media.
For example, where measuring mobile engagement can work is for radio. For me, it is a chance to continue listening from the breakfast table through to the office desk, varying 3G/4G quality and tube travel notwithstanding. RAJAR reports that 25% of UK adults listen to the radio via mobile phone or tablet at least once a month (RAJAR Q1 2017), and 9 million listen through their earphones. It is a personal device made for a personal medium for a personal relationship. As the late BBC radio breakfast broadcaster, Terry Wogan, replied when asked how many listeners he had: “Only one.”
John Carroll is Global Director, Business Development, Media Measurement at GfK. He can be reached at firstname.lastname@example.org or followed on Twitter @MediaCarroll.
The very positive mood among German consumers continues into July, too.
A quarter of people entertain guests in their home either daily or weekly, and a further third entertain monthly, according to an online survey across 17 countries conducted by global researchers, GfK. Less than one in ten say that they never entertain guests in their home.
Download the full report of 80+ charts showing results by age, gender, income and children in household, for 17 countries.
On average, a quarter of people entertain guests in their home either daily or weekly, and a further third entertain monthly. Explore more.
With several family members on the move this spring, my husband and I found ourselves temporary caretakers for a series of pets including our niece’s cat. She was a sweet houseguest, although our own two cats didn’t think so. Fortunately, we are empty nesters with enough space that our feline lodger had her own two-room suite. Talk about being pampered!
We are long-time devoted pet owners ourselves, so I wasn’t surprised at the amount of equipment, toys and other accoutrements that my niece dropped off with her “only child.” I was, however, slightly bemused by the tube of Freshpet refrigerated food she brought in a cooler. As a health-focused Millennial, she is a prime target for these products. I dutifully purchased refills during our guest’s stay, but didn’t become a convert. On the other hand, I was inspired to purchase a vertical scratching post for our cats.
Our experience is a microcosm of several trends we’ve seen emerging in the pet market as a whole as GfK’s Point-of-Sale (POS) data reports show. Pet owners are focused on dietary health and trying new things. They don’t sit around the house all the time, either.
Just over half of global consumers, 54 percent, are pet owners, according to the recently released GfK Consumer Life global study. One in three has dogs and about one in four has cats, while nearly 20 percent have fish, birds or other animals. There is overlap, of course. Almost half of cat owners also have dogs, and about one in three dog owners also have cats.
Of the 21 countries covered in the study, pets are most popular in Latin America: Argentina, Mexico and Brazil, and dogs are by far the pet of choice. The only places where more people have cats than dogs are France, Germany, Indonesia, Russia and Sweden, although Russia is the only country where cat owners attain majority status, at 58 percent.
Pet owners of the world are a mix of home-based and outgoing, finds the GfK global study. They are more likely than average to do yard work and home improvements on a regular basis, but are also more likely to go out for entertainment and to travel.
This means that pet owners’ homes and yards need to be pet-friendly, whether they are home owners or renters. Growing numbers of apartment complexes are offering dog parks and dog-washing stations, for example.
People don’t always want to leave their pet companions at home, though. The lodging industry is becoming more receptive to travelers with pets; resources like petwelcome.com can help locate them. But there are opportunities for all kinds of businesses to get involved, such as excursions and car rental agencies.
Everyday destinations should think about accommodating pets, too. Stores with sidewalk access sometimes put out the welcome mat by offering water bowls and treats for dogs who are out and about with their human family members. Pet stores routinely allow pets, of course, and most places allow service dogs. But given the reports of heat-related deaths of pets left in cars every year, maybe more retailers should be pet-friendly. This doesn’t have to mean letting animals roam free; there are such things as pet strollers and places to safely park pets outside stores. Some large stores offer child-care services – why not a pet-sitting service?
Global pet owners are more inclined than their peers to follow a specific diet for their health and to say that “local” is an important factor in their food and beverage choices. Furthermore, GfK Consumer Life research reveals that American pet owners are more likely than average to have used a meal-kit delivery service such as Blue Apron in the past month.
Pets are often considered family members, so it follows that their owners will extend the attitudes they hold about their own health and food habits to their animal companions. This has certainly been evident in the rising sales of pet foods that are free of certain ingredients and have few ingredients, according to the ongoing GfK pet-food POS study. Maybe locally produced pet products and meal-kit services will appeal, too.
Pet owners are more likely than average to agree that they are always “on the lookout for new products and services” and “looking for novelty and fun, even in everyday products.” They are also more interested in other people’s opinions about what to buy and tend to discuss products and brands on social media more often.
This means that the pet market is one that is open to innovation and sharing information. Even if you’re not in the pet industry per se, there is almost certainly a way for you to be involved with these important members of the family.
Diane Crispell is a Senior Consultant on the Consumer Life team at GfK. She can be reached at email@example.com.
*This blog post was co-authored by Wendy Wallner and Stephanie Scalice
Just last month, Amazon announced its acquisition of Whole Foods Market for a whopping $13.4 billion. As the various hot takes rolled in, we looked to US consumers for their reactions, conducting a survey of 1,000 US adults a week after the announcement. We learned how many people currently shop with both retailers, what kinds of changes they expect from each company, and what they would and wouldn’t like to see in the future as shoppers. Here are five key takeaways from the study.
While shoppers are still not certain what the Amazon/Whole Foods merger means for them, the reaction among consumers ranged mostly from positive to neutral. Of the thousand people surveyed, 23% had a positive reaction, while 38% of Whole Foods shoppers found the news to be positive, followed by 31% of Amazon shoppers (and 43% of both Whole Foods and Amazon shoppers). Only 10% of consumers found the news to be negative.
Optimistic shoppers hope that grocery prices will drop and that delivery fees will be waived for Amazon Prime members. They would also like to see Amazon start to carry Whole Foods products online — and on the flip-side, see Whole Foods stores use new technology that will make in-store shopping more efficient.
One of the bigger barriers to online grocery shopping is the fear that the quality and freshness of products are not as good as what is purchased in a physical store. As a result, consumers are hesitant to trust the quality when someone else is selecting items for them. This study shows the Whole Foods connection would give shoppers more confidence in ordering fresh products online.
Whole Foods shoppers, who typically care more than the average consumer about their communities and causes that align with their own, expressed some concerns over the Amazon acquisition. Specifically, they hope that their local Whole Foods store will remain open, and that employees will not be laid off or their morale affected. They do not want their shopping experience to change nor do they want the look and feel of Whole Foods outlets to change.
The study confirms that Amazon and Whole Foods are a good fit. According to the study, three out of four Whole Foods shoppers have made at least one purchase through Amazon in the past month; and there is also a higher percentage of Amazon Prime memberships among Whole Foods customers (50%) than total US consumers (37%). Additionally, Whole Foods shoppers are more likely to buy groceries online (26% of all online grocery shoppers also shop at Whole Foods) than the average consumer [22% of US consumers shopped WFM in the past month) .
Although grocery eCommerce is currently a small market, the Amazon/Whole Foods alliance allows consumers to anticipate a future of omni-channel grocery shopping. While consumers aren’t yet willing to fully commit to purchasing Whole Foods products online (only 9% of US shoppers indicated they would be “extremely/very likely” to sign up for an online grocery and/or meal delivery service through Amazon and Whole Foods), there is some latent interest (22% of all consumers were “somewhat likely”).
Another potential benefit to Amazon is Whole Foods’ strong equity in prepared foods. Not only will they be able to deliver groceries, they’ll be able to deliver meals too, as well as offering omni-channel services like click-and-collect, covering all aspects of food eCommerce.
An Amazon/Whole Foods deal makes sense and points to some incremental growth for each brand, with a portion of current shoppers indicating that they expect to shop more at both retailers. But it’s more likely that most will wait and see. In fact, the study shows that Amazon Prime members, whose shopping habits demonstrate that they aren’t as loyal as one would think, have surprisingly low interest in the merger and its possible outcomes for themThe reason? They are heavy shoppers of all channels and want to keep options open. Their biggest concerns surround their hope that Whole Foods stores remain open and the local business are not impacted by the merger.
The main goal for any grocery retailer right now should be stronger loyalty from customers; many shoppers forego the convenience of buying all their groceries in one place to instead pick and choose where they shop depending on what each retailer is good at. They have different lists for different stores, buying groceries at five different retailers each month (on average). Will the convenience that Amazon and Whole Foods are able to offer bring back one-stop shopping and increase customer loyalty? It depends on who you ask, but ultimately it will depend on what kind of offerings and benefits are clearly established to consumers beyond pure convenience.
To share your thoughts, leave a comment below or email firstname.lastname@example.org or email@example.com.
Global smartphone demand of 347 million units makes 2Q17 the best second quarter on record. Emerging markets are driving the growth. Average sales price (ASP) grew five percent year-on-year in the quarter.
The positive mood among European consumers has also continued into the second quarter of 2017.
We give a major multinational manufacturer daily visibility into retail pricing for its products so it can enhance its pricing policy.
Europe's largest and most developed economies offer fruitful conditions for retailers, but they can also be fiercely competitive, and in some cases, are near saturation. Results from GfK's recently released European Retail Study bear this out: As a general rule, the greatest growth in brick-and-mortar retail turnover for 2017 is forecasted for mid-sized European markets, such as the Ukraine (+12.3%), Romania (+9.8%), Norway (+6.2%), Hungary (+5.7%), Estonia (+5.5%), and Poland (+5.3%). By contrast, projected growth for the larger economies such as Germany (+1.0%), Italy (+1.2%), France (+2.0%), and Spain (+2.9%) is much more modest. These insights help retailers pinpoint new opportunities for expanding their market share. GfK's Map of the Month for July illustrates these forecasted 2017 growth rates for retail turnover in Europe.
Check out how we can provide you with insights into effective consumer-centric omnichannel strategies that help you conquer connected shoppers in the digital world – and beyond.