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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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Latest insights

Here you can find the latest global news, studies and publications from GfK.

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    • 12/05/16
    • Retail
    • Global
    • English

    Millennials: Are ‘digital natives’ more engaged with e-commerce?

    In a world increasingly active online, more and more questions arise to define the ‘digitally savvy’ population. We know Millennials, those reaching adulthood around the year 2000, have been born into a digital world, but are they more engaged with e-commerce brands? Using Millennials as a target group has been criticized, as marketers broadly categorize individuals at different life stages, with different interests and attitudes. However, this cohort of digital natives have already shown differentiating behavior in terms of social media usage, gaming and life priorities including health, marriage, having children or buying a house. For all the myths, Millennials are one of the largest consumer groups in history, they have an affinity with technology and are about to reach their prime working and spending years (Goldman Sachs).

    The E-commerce Elite

    Each year InternetRetailing UK releases a list of the top e-commerce and cross-channel retailers. We have taken the top 50 brands and added them to our GfK Crossmedia Visualizer platform to see how behavior varies among different age groups. When looking at the UK online population during the first half of 2016, reach is the highest among the over 45’s, particularly females. This questions the extent to which larger e-commerce and cross-channel retailers have moved their marketing focus towards the Millennial demographic, querying the untapped purchasing potential of this target group. However, although reach amongst Millennials is lower, when looking at the average duration of time spent on these sites those in the young Millennial age group (16-24) over-index significantly. This reflects that although larger retailers don’t reach as high a proportion of Millennials compared to other age groups, those they do reach are more engaged for a much longer duration. This higher level of engagement is particularly noticeable for retailers in the areas of Fashion, Personal Care/Cosmetics and Animals/Pets. Although young Millennials (16-24) spend more time visiting these sites, they do so less frequently. Younger Millennials therefore may seem difficult to reach, but with engaging content should stay on site for a much greater duration of time.

    So which retail sites have the greatest Millennial reach?

    No demographic group is homogeneous, yet we still find distinct differences for young Millennials compared to other age groups. When looking at the top 20 retail sites that over-index for a Millennial target group compared to the average reach for the total UK online population, sites related to Fashion and Education have much greater reach for young Millennials (16-24). Combined these industries account for 80% of the top 20 sites. In comparison, more mature Millennials (25-34) are attracted to a wider variety of e-commerce sites, visiting more general retailers including department stores and multi-content pure play brands. Mature Millennials also shop more for other people including children, engaged with sites relating to Mother/Baby and Toys. This pattern also follows for Millennial retail sites with the greatest level of engagement. Young Millennials are the only demographic where the top 20 sites in terms of engagement are mutually exclusive to all other age groups. This implies that Millennials are primarily engaged with brands that directly target their age cohort, including Topshop, Forever21 and Student Beans.

    Do Millennials need all or nothing?

    When looking at the top 20 e-commerce retailers with the greatest Millennial reach and engagement we have found that sites are directly targeted at this specific demographic. Therefore if retailers want to target Millennials they will generate significantly greater levels of engagement with relevant, targeted content. However, this is only the case for younger Millennials. We have found key differences in the e-commerce activity of young Millennials (16-24) and more mature Millennials (25-34). Younger Millennials spend a significantly greater amount of time per month visiting the top 50 retailers according to InternetRetailing UK. This is primarily due to Fashion, a key e-commerce industry appealing to young Millennials with brands providing targeted content. This demonstrates an opportunity for e-commerce brands to increase awareness and purchase intent, as the first digitally native demographic reaches its prime. Deep drills into the UK’s top e-commerce and cross-channel retailers is just a starting point when getting familiar with your audience’s cross-media and cross-device usage. The above case study on Millennial e-commerce behavior is fully based on data provided by the GfK Crossmedia Visualizer. This cutting edge tool offers up to date, clear and deep insights into all relevant indicators of online usage across different devices (PC, smartphone and tablet). Moreover the internet usage data from this platform is linked to unique users’ consumer profiles, including all relevant socio-demographic data and further profiling attributes such as media usage, TV consumption and lifestyle data. Amy Warwick is a digital senior research executive at GfK. For more information or to share your thoughts, please email amy.warwick@gfk.com.
    • 12/05/16
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    Remaster your trade marketing to create the perfect promotional tune

    Join our promotion and retail expert for our webinar on 15 December and discover how to remaster you below-the-line marketing activities to create the perfect promotional tune.
    • 12/02/16
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Promotions are particularly popular with young consumers

    Price comparison sites, product demos, coupons - which promotions appeal most to which age group? See for yourself with our infographic!
    • 12/01/16
    • User Experience (UX)
    • Global
    • English

    5 ways to apply design thinking to UX research

    When I was just starting out as an industrial designer, I can remember rolling my eyes when I heard some prominent designer or design agency talking about how designers were going to save the world. I thought they were a bit full of themselves (and I still do), but that doesn’t mean there wasn’t some value in what they were saying. They didn’t have a name for it at the time, but what they were talking about is what we now refer to as design thinking. Design thinking is broad and vaguely defined, and if you ask ten designers what it is you’re likely to get 12 different opinions; but if you examine those various opinions you’ll start to see some themes repeated, reflecting many of the tools that designers use in their process including user-empathy, prototyping as exploration, abductive reasoning, re-framing, and the list goes on. As a starting point, we have identified five tools of design thinking that can be applied in a research context.
    1. Think systemically. Rather than focus on the immediate problem, look for the larger context. You might come to understand the problem better, and you might see solutions that you wouldn’t have otherwise. Famed engineeer Paul MacCready said, “The problem is that we don’t understand the problem.”
    2. Be empathetic. It is vitally important to understand the subject from the user’s point of view. While you benefit from seeing the larger context, you don’t want to fall into the trap of seeing the issues through your lens and not the user’s. If you do, you could end up solving the wrong problem. The most useful piece of software in the world provides no value if the user can’t navigate it.
    3. Linger in ambiguity. Don’t jump to an interpretation or a solution too soon. Allow the question to be ill-defined; allow for multiple possible answers; don’t assume anything. As soon as you think you know the answer, you stop processing new information. Delay that decision point until you have all the data available, and you will make a better decision.
    4. Maintain a result-oriented focus. Instead of focusing on a solution, focus on the end result you are trying to achieve. Blockbuster focused on improving the video rental experience and did quite well, until Netflix focused on video viewing and eclipsed Blockbuster overnight.
    5. Reflect and invite feedback. Examine and re-examine your assumptions, your insights, and your solutions. Seek input from a variety of people, knowledge bases, expertise; imagine your solution in a different scenario, with a different user. Re-test not only to verify your answers, but to identify the next questions.
    Design is a subtle, intuitive, and non-linear process. It cannot simply be mapped and codified into a repeatable, cookie-cutter method, but the principles underlying it can be emulated and applied to other problems including research design. If we can remember these principles when we are planning, conducting, or analyzing research, we will open up new opportunities, generate more meaningful insights, and create richer feedback. Perhaps the most important element of design thinking is that—contrary to what those design luminaries would have you believe—it is not restricted to an elite group of people. As Nobel Prize laureate Herbert Simon said, “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones” (Sciences of the Artificial, 3rd ed., 1996). So, while you may not have the training to design the next ground-breaking smartphone or web search algorithm, you can apply the mindset of design thinking to your area of expertise and go a step further, or maybe even leap beyond. Tyler Duston is a User Experience Lead Specialist at GfK. Please email Tyler.Duston@gfk.com to share your thoughts.

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