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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.

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

    • 12/12/19
    • Technology
    • Automotive
    • Global
    • English

    Smart car technology and the generational divide

    With every passing year, smart car technology becomes more of a deal-breaker with consumers. From safety features to voice technology, the options get more compelling – and non-vehicle digital tech keeps elevating car buyers’ expectations. If they can have it at their desks or on their couches, why should they expect less for their vehicles?

    A generational chasm over smart car tech

    In GfK’s latest Auto Tech Insights research for the US market, 8 in 10 US auto intenders – those who plan to buy or lease a new vehicle – say they would “probably” or “definitely” consider abandoning a favorite vehicle or automaker to get the latest smart car technology. The figures are startling, but we should not be surprised. Brand loyalty has its limits, and a lot depends on what is at stake – dollar savings, or self-image, or even pure whim and indulgence. Smart technology has altered the consumer landscape. Ten years ago, who knew that everyday shoppers would soon pay $1,000 for a new phone, or hundreds of dollars a month just for TV and internet service? Always-on access and the devices that go with it have come to define us as consumers – even more, some would say, than the cars we drive or the clothes we wear. This is true not just in the US, but around the world, where we see that technology performance is a driver of the rich experiences consumers crave. Global Point of Sale (POS) data from GfK shows that smartphones with large (6” to 7”) displays captured 73% of all category sales in the first three quarters of 2019, while PCs with full HD accounted for 79% of sales in that vertical. And GfK Consumer Life research shows that almost half of global consumers say they are prepared to pay more for products that make life easier. It is not surprising that GfK would want to extend these “premium” tech perks to their cars. In the US, though, one of the most striking findings about auto intenders and tech obsession is the remarkable chasm we see between the youngest and oldest car buyers. Willingness to abandon established brands in favor of smart car technology is strongest among young intenders; close to 4 in 10 from Gen Y (ages 23 to 41) say they would definitely consider a brand switch. Close to half (47%) among Gen Z (ages 18 to 22) would change their minds based on tech features. On the other side of the age spectrum, though, just 15% of US Baby Boomers (ages 54 and above) would consider defecting from a beloved brand to get connected technology or digital safety features in their cars. Younger auto intenders are also much more likely to say that they have already made a car purchase that was influenced by smart tech availability. Overall, four in ten (44%) intenders reported this effect – but gaps of 20 to 25 percentage points separated Gens Y and Z from the Boomers and Gen X. For example, 59% of Gen Y said they had already been influenced, compared to just 33% of Boomers. Among those who had defected to get smart devices and services, the technologies responsible were slightly different across the generations. Baby Boomers and Gen X were more likely to switch brands for the sake of Infotainment Systems, and Gen Y was slightly less inclined to seek out Active Safety Technology – although safety features were still the biggest draw across the full population. The desire for Connected Vehicle tech was essentially even across the age groups.

    Gen Z would “love” to be driven

    Autonomous driving and electric vehicles are slowly winning acceptance, with one in six intenders seeing them as essential today. But younger intenders are more likely to say they are “curious” about electric or hybrid vehicles, and the generational differences get even wider when it comes to reporting they would “love it if vehicles could just drive themselves” – with 52% of Gen Z agreeing fully or somewhat, versus just 19% of Boomers. The implications of this remarkable age divide are nothing less than transformational for automakers. As much as they may know that digital technology is the game that matters most, it seems as if they simply cannot put too much emphasis on these emerging essentials, especially safety, connected, and infotainment capabilities. The next generations of car buyers will shift the argument even more in this direction, and automakers need to stay relevant at all costs. There are no laurels to rest on – just digital mountains to climb.

    Want to know more about the auto industry?

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    • 11/13/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: GfK Purchasing Power Europe 2019

    GfK's Map of the Month for November shows the distribution of purchasing power in Europe in 2019.
    • 11/05/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    How can local TV brands prepare for the new competitive video landscape in 2020?

    Digital devices offer new ways for audiences to engage with content. Latin Americans are using their laptops, mobiles and tablets to consume a wealth of online media from short clips, streamed music and radio, as well as TV and print content. In Mexico, mobile video content is driving the web. When audiences turn to their devices for mobile or web viewing of online media content, we observe brands such as YouTube, Spotify and Netflix – as well as local TV brands and radio channels in the top 10 most used media channels.

    The rise of online TV brands

    The popularity of YouTube across the globe is well known, and the Latin American markets are no exception to this general rule. What is stark however, is how much time Latam audiences spend with Netflix online, particularly when contrasted to the local TV services. Of course, Netflix offers long-form content and so a high level of time engagement would be expected. However, its prominence does raise questions about how well local media organizations are adapting to this new landscape. The new video consumer is hungry for content and will seek out services that deliver the entertainment they desire. Local players have developed VOD app services, but with continued threats from global players like HBO Go and Amazon Prime Video, how can local media organizations deepen their content and digital strategies to better engage their audiences?

    Local TV brands deliver the reach but there are opportunities to build more time spent

    Across all markets, Netflix is in the top 5 media brands in terms of its reach for both the total Media Broadcasting and Media On-Demand activities. It also dominates time spent, along with YouTube and Spotify. However, in all markets, there is a strong presence from local TV brands and in some markets, they deliver as much reach as Netflix (Globo in Brazil, Canal 13 in Chile and Caracol TV in Colombia). In Brazil, Globo.com reaches 88% of the online population, 13.cl in Chile reaches 94%, Caracoltv.com in Colombia reaches 88%, Unotv.com in Mexico reaches 60%. These brands now have the opportunity to better convert their audience reach into increased time spent with their digital services. The only exception to this pattern is in Argentina where Netflix, despite its high reach, is not engaging audiences in terms of time spent. Here the key local TV brand competitor, EltreceTV, only reaches half of the online population, so there is an opportunity for a dual strategy to build reach and time engagement.

    How are Amazon Prime Video and HBO Go performing in the region?

    It is not just Netflix that local TV brands compete with, there are emerging services that will diversify the viewing choices further in the region. While Netflix reach in Latam has been strong for a couple of years, our data demonstrates that Amazon Prime Video is beginning to cut through, mainly in Mexico and Brazil. In Q2 2019, Amazon Prime Video reached 24% of online adults in Mexico and 12% of online adults in Brazil. HBO Go is also now cutting through in Brazil, Chile and Mexico. We can measure how people are accessing it, via their browser or the app.

    How well are the local VOD app players performing?

    The leading media organizations each have a VOD app service. Claro Video has achieved a presence across the region, with reach being strongest in Mexico (28%). It outperforms Amazon Prime Video currently. In response to Amazon Prime Video’s growth, Claro Video will want to build on its existing reach to continue to offer a unique service. The second strongest market for Claro Video is Colombia (17%), followed by Chile (12%) and Argentina (7%). Globo Play has gained strong traction in Brazil at 17% reach, outperforming HBO Go and Amazon Video. Movistar Play reaches one in 10 online adults in Argentina and Colombia, and marginally higher at 13% in Chile.

    2020 will demand a deeper audience, content and digital strategy

    It’s evident that Latam audiences are seeking new ways to engage in content. Whilst the market has become used to Netflix dominating, new global entrants are emerging and will increasingly compete with local media players as consumers expectations evolve and increase around content and its delivery. The year 2020 will be a pivotal year not only for local TV brands but for the rest of the local media organizations to see how well they can protect, build and capture audience engagement.

    How we work with clients

    GfK helps clients navigate through disrupted consumer markets. We respond to client challenges through our expertise in consumer insight, media measurement and digital analytics. Our passive behavioral data gives us a unique opportunity to deliver a consumer-centric, cross device view of audiences and their attitudes and behaviors. We understand who is using different media services, the devices they use and how frequently. We can also evaluate cross media usage and track emerging behaviors or shifts in how your audience is consuming different media and apps. This data provides a wealth of insight but can also be applied to monitor ongoing performance, making insight more actionable within an organization.

    Want more news about Media Measurement?

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    • 10/24/19
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights 4th Webinar

    Would you like to know how to optimize your supply chain management? Join our free partner webinar based on GfK point of sales and distribution panel data and discover more about today’s key tech trends. 
  • 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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