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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.

Latest insights

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

    • 09/12/19
    • Fashion and Lifestyle
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Geomarketing
    • Geodata
    • Global
    • English

    Munich residents spend the most online for food

    GfK has released new purchasing power studies that include for the first time purchasing power potential for 17 product groups for both online and brick-and-mortar retail in Germany.
    • 09/03/19
    • Retail
    • Technology
    • TEMAX
    • Global
    • English

    Strong gaming ecosystem meets the cloud

    With an estimated value turnover of 140 billion USD in 2019 and projected robust growth, the video games industry has become a giant in the entertainment business. Gaming is about experiences. Experiences are for consumers. And in the world of gaming, “everybody can be somebody”. For many of the millions of gamers around the globe, gaming is a lifestyle. It offers a way of identifying themselves and expressing emotions, of being connected and belonging to a group. Linear gaming has evolved into multi-platform gaming ecosystem, on PC, console and smartphone/tablet, streaming and watching on video platforms, all of which are integral to gamers’ engagement.

    The importance of mobile gaming

    Smartphone and tablet developments provide a good understanding of multi-platform gaming and in particular, the current importance and future potential of mobile gaming. As smartphone displays grow, tablets needed to adapt and offer the bigger screen sizes too. In EU 15, over 5.7 million tablets above 9” were sold in the first half year of 2019, while smartphones reached over 17.2 million units in the same period. Although these devices aren’t currently suitable for high-end gaming, there’s the promise that this will change in the near future. Overall, these numbers demonstrate the current importance and further potential of mobile gaming.

    PC hardware as a gaming ecosystem

    When it comes to PC gaming hardware, we’ve experienced an evolution from a niche segment to a gaming ecosystem over the last few years. Turnover of over 5.3 billion euro, generated by gaming PC hardware in the first half year of 2019, exceeded the turnover for the whole of 2016 . In 2018, the turnover of consoles in EU15 fell slightly by -1 percent to 3.7 billion euro. Although over 14 million consoles were sold in 2018, they still recorded a decline of -4 percent. Sales of consoles dropped further in the first half year of 2019, recording a double-digit decline. At the same time, gaming notebooks generated 1.1 billion euro in EU15, which corresponded to a growth of +18 percent. However, revenue declined by -3 percent from January to June 2019, indicating signs of maturity. During the same period, gaming monitors recorded another strong growth globally up +42 percent, while monitors with at least 100 Hz refresh rate rocketed, growing by +70 percent. On average, gaming desktops cost 2.4 times the price of non-gaming ones, while gaming notebooks and gaming monitors achieve a price ratio of 1.6 times. Overall, gaming hardware offers an attractive price tag and margin to the industry and retailers. However, the current business model may well experience the transformative effect of the on-demand subscription-based model.

    Gaming reaches for the cloud

    With an estimated value turnover of 140 billion USD in 2019 and a projected robust growth, the video games industry has the full interest of the tech sector. Consumers are already used to streaming entertainment services from the cloud, and it seems it’s time for the gaming ecosystem to reach the cloud. In the last year, more focus has been devoted to cloud gaming, often referred to as the “Netflix for games”. The promise of delivering a high-end gaming experience on any device without the need for high-performing hardware may have the power to disrupt the gaming industry.

    The importance of WiFi and 5G

    Currently, connection speed is perceived as the possible bottleneck. This is especially true when it comes action games. Here, where every millisecond might be decisive, having an ultra-fast and reliable connection is essential – otherwise, hardcore gamers will be disappointed. Casual gamers, on the other hand, may still accept a time-lag of a few milliseconds. Combining cloud capabilities together with the technological promise of 5G may offer a technology leap to low-latency gaming, particularly when it comes to screen-independent gaming and gaming-on-the-go. In addition, with the advent of cloud gaming, the cost barriers to play may reduce, and more people around the globe could be encouraged to join. No matter what technology innovations are available, ultimately, the consumer has the final word. Gaming gear and hardware have been a key enabler for rich gaming experiences and, although the landscape might change in the future, one thing will remain consistent – the desire for immersive game play. One topic with global importance that we expect to become more relevant for gaming is sustainability and energy efficiency in the form of green gaming. The energy consumption of gaming devices is already significant and with increasing numbers of people playing more often on powerful devices and servers, this will only grow. Based on a GfK Consumer Life survey from this year, nearly 60 percent of people strongly agree that brands and companies have to be environmentally responsible. Although its main domain is virtual worlds, gaming has the potential to be very impactful in the real world.

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    • 08/15/19
    • Fashion and Lifestyle
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: Brick-and-mortar retail turnover, Europe 2019

    GfK's Map of the Month for August illustrates the forecasted growth rates for brick-and-mortar retail turnover in Europe in 2019.
    • 08/08/19
    • Retail
    • Technology
    • Consumer Panels
    • Global
    • English

    Attribution+ powers customer loyalty program for retailers

    A well-established loyalty program has many advantages, among them is the ability to gather insights on shoppers in order to build meaningful relationships with them. But how much data do we really have? When shoppers register to a loyalty program, they might be asked questions about age, household size or maybe even income and monthly grocery spend. Take a closer look at market segments here. But over time, this data might be incomplete, inaccurate, outdated or simply missing. We might also track shoppers purchasing history at our stores. But how much more valuable would it be to also see the missing opportunities in categories and brands that shoppers buy elsewhere? To fill these blind spots, GfK and Segment of One (SO1) have developed “Attribution+” — a platform that enables retailers to enrich loyalty program data with information from GfK Consumer Panels and beyond.

    Fill in missing socio-demographics and loyalty in-store

    Imagine you want to run a promotion campaign on a newly introduced premium wine brand targeted at young families earning 50k+ with monthly overall grocery budget of at least 1k. This is the type of data that you hardly ask shoppers directly. With Attribution+, you don’t need to ask anything. The tool uses advanced machine learning algorithms to derive attributes automatically by observing their shopping behavior and comparing it with available GfK panel data. This way, loyalty program data can be quickly enriched by new attributes such as age, household size, available income and loyalty in store (how much shoppers spend with you vs. elsewhere).

    Discover shopper purchases with your competitors

    Now imagine knowing the amount of money your shoppers spend at their top 3 retailers to buy the rest of their requirements. You could specifically design and target promotions to avoid churn, win shoppers back and win over these competitors. Attribution+ will also provide insights on what categories shoppers buy at competitors, so you are able to increase sales in your underrepresented categories via targeted promotions, product placement or CRM communication (i.e. weekly leaflets, app or email). Find out about retail trends & technologies.

    Power your loyalty program with Attribution+

    So how does Attribution+ work? The system relies on 2 fundamental elements:
    GfK Consumer Panel data – consists of robust shopping histories from thousands of households in different countries over several years
    SO1 Engine – a cutting-edge artificial intelligence that is able to learn on basket data and analyze the market at scale. The tool is using deep machine learning to process GfK panel data and find behavioral patterns (models) within predefined segments. Each model is an ensemble of 400 decision trees. Once the AI learns these models, it is able to identify new shoppers based just on their behavior (co-occurrence of products in their shopping baskets across time) and assign them missing attributes. With this detailed intelligence on socio-demographics, preferences and buying potential, retailers can run highly targeted promotions to increase basket size, raise sales of under-performing categories, discover new brand opportunities, and beat local competitors. First results show that based on just five shopping trips, Attribution+ is able to correctly predict attributes in ~68 % of the cases. In general, the more historical purchasing data per shopper there is, the more accurate the predictions will be. GfK Attribution+ Landing Accuracy   Future expansion of Attribution+ will include attributes such as price sensitivity, consumer styles, nutrition habits, and brand type preference.

    How can I get Attribution+?

    Attribution+ is a software delivered via email. To experience the value and convenience of Attribution+for yourself, we are offering a free trial version for 6 months, with full function for 2 core shopper attributes – age and household size. Further attributes of choice can be purchased. Attribution+ runs on premise, meaning no need to provide your data to any third parties. The tool is simple to use, well documented, offers easy integration, and can be used literally out of the box. It will first be available in Germany and the Netherlands. In the next few months, we will add all remaining countries that run GfK Consumer Panel such as Austria, Belgium, Czech Republic, Denmark, Hungary, Italy, Poland Romania, and Sweden.

    Want to see Attribution+ in action?

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  • 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.

  • 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


    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.

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