Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
Smart Insights Technology image

Smart insights: Technology

If you want to attract today's connected consumers, it's essential to embrace technology and to understand consumers' use of technology.

It is impossible to identify opportunities or design superior consumer experiences that secure loyal, returning customers unless you have accurate understanding of your customers' current experiences, unmet needs, evolving choices and future expectations.

Our technology market research experts give you this information.

We deliver market and consumer insights that help you create engaging and relevant concept designs, product positioning, advertising and customer experiences. And our key performance indicators for brand, proposition development and user experience keep you focused on the actions that will deliver the strongest business results.

Whatever specialist technology sector you operate in, we provide insights on market performance, consumer research and trends at both global and local level: IT and IT B2B, consumer electronics (CE), photo, office equipment, home appliances (MDA), telecommunications hardware and telecoms service providers.

TechTalk newsletter

Get the latest GfK Technology news

Discover the latest Technology industry insights, trends and market data with our Tech Talk newsletter.

Sign up and stay up to date
Latest insights

Here you can find the latest insights for technology industry. View all insights

    • 04/16/18
    • Technology
    • Travel and Hospitality
    • Trends and Forecasting
    • Global
    • English

    Tapping into people’s need to take a break

    I had two friends who posted on Facebook recently within hours of each other. One had spent the day at a theme park with her family, all of whom left their phones “in the car ON purpose. Best way to enjoy the day together!” The other had been sharing many stunning photos of a vacation in Egypt; yet on the last day, she decided not to take photos but “just to see with my own eyes.” This is hardly surprising. “Experiences are more important than possessions” perpetually ranks among the highest-rated attitudinal statements in the annual GfK Consumer Life global study. It ranks seventh out of 42 statements listed. It also ranks third for teenagers 15-19 and in Canada. Taking a tech break It is certainly ironic that my friends talked about their tech breaks on social media, yet this reflects the mixed feelings many people have toward technology. Yes, it helps us do many things we could never do before, but people are increasingly recognizing its addictive nature as a real problem. This is something that we warned about two years ago when we found that Technology Leading Edge Consumers were in the forefront of being concerned about this drawback to technology. Fully 45% of global consumers belonging to this early adopter group agreed “I find it difficult to take a break from technology, even when I know I should,” 13 points higher than average. Taking a tech break can be easier said than done, of course, and going cold turkey isn’t necessarily the answer. Some brands take a hybrid approach by promoting tech use specifically to make time for real life. For example, Citi is promoting its mobile app with a cute dad-and-kids ad and the slogan “spend the moments in the moment.” The Pocket Points app motivates students to focus on classes; when they lock their phones while on campus, they earn rewards points for local and online merchants. Another approach is to take a complete if temporary break from tech. Musician Jack White has banned phones from his upcoming concert tour because he “wants people to live in the moment.” Organizations such as the YMCA and Boy Scouts encourage families to help children take a tech break. The Story Inn goes a step further with its slogan “One Inconvenient Location Since 1851.” The Inn is actually a cluster of buildings in a virtual ghost town in Indiana that offers lodgings, dining, and a venue for special events. Rooms are billed as “One Distraction-Free, Tranquil Escape” and have been converted from the likes of a one-room schoolhouse, carriage house, and grain mill. They don’t have TVs, phones or internet service. Taking a real-life break Vacations represent a different kind of break, a pause from the real life that so many people find stressful. Destinations like Walt Disney World epitomize this type of experience on a grand scale, but an infinite number of products and services can offer mini-breaks at any time and anywhere. The Rituals home- and body-care brand emphasizes the benefits of incorporating soothing experiences into everyday life. “They are the seemingly meaningless moments we all tend to overlook. Rituals unveils these moments and reminds you to experience them with joy.” L.L. Bean encourages people to “live every day like it’s the weekend.” Then there is literal escapism – the phenomenon of escape rooms, a hybrid of team role-playing and the classic locked-room mystery. Although not for everyone (such as those with claustrophobia), they can provide respite for problem-solving thrill seekers. Most people prefer more serene escapes, however. The share of respondents to a GfK Consumer Life global survey who prefer a relaxing vacation over an active one is 62%, up 7 points from 2012. Photos submitted by respondents indicate that sandy beaches top the list of places where people like to relax, followed by other outdoor venues such as forests, lakes, gardens and parks. We don’t need research to tell us that nature makes us feel good, but in fact, research does bear this out. And yes, video games provide escapism, too, but it’s important to keep in mind that most people still don’t view virtual experiences on par with the real thing. Just 30% of global consumers agree that “virtual interactions with people and places can be as good as being there in person,” ranking it #40 among 42 attitudinal statements. Conclusion Virtually every product and service can tap into people’s desire for experiences, whether they be social or solitary, physical or intellectual, tech or non-tech. The key is to understand precisely what kind of experience your customers crave. hbspt.cta.load(2405078, 'f959b7ac-800c-45ab-bd5f-350e588da27a', {});
    • 04/04/18
    • Technology
    • Global
    • English

    GfK partners with Deutsche Telekom for bi-annual global employee survey

    Deutsche Telekom provides telecommunication and information technology services and solutions to clients in more than 50 countries
    • 03/29/18
    • Fashion and Lifestyle
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence rises to -7 in March

    Spring is in the air with increases across the board on personal finances, the general economy and purchase intentions 
    • 03/28/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    04/10/18 - 04/12/18
    How TCG retail integrate disruptive technology at the point of sale?

    Join us at this year´s TCG Summit in Berlin April 10-12 to hear GfK speak about this.
Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

General