Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
X
Share this page

Insights

clear all filters
  • Xennials: An untapped opportunity for marketers
    • 01/18/18
    • Technology
    • Trends and Forecasting
    • Global
    • English

    Xennials: An untapped opportunity for marketers

    Much has been written about US generations for, well, generations. Starting with the “Lost Generation” that fought in World War I right up to our present-day debates about what to call the Post-Millennial audience, Americans have an endless fascination with the differences between these seemingly distinct and roughly 20-year age groups. But as society and technology evolve at a faster rate than ever, perhaps the parameters for each generation will shrink over time?

    The “Xennial” generation is a term recently coined for those stuck sandwiched by Gen X and those industry killers, the Millennials. Born (roughly) between 1977 and 1983, this group is caught between two worlds in more ways than one. They grew up as technology did, learning to use computers and cell phones in their teen and college years. Many were hit hardest by the tech bust, 9/11, and the Great Recession, which happened at critical moments in their nascent careers. And they exhibit a curious mix of the cynicism of their Xer elders and the optimism of their younger counterparts.

    Recent research from GfK Consumer Life uncovers how Xennials serve as the bridge between the infinitely dissected Millennials and oft-neglected Generation X. A quick look at their outlooks on finance, technology, and the home spotlights a unique group worth taking more seriously.

    Confident and driven

    In spite of living through major financial instability, Xennials remain more financially bullish than their elders – and their juniors. GfK Consumer Life research shows that they’re most likely to believe that now is a good time to make purchases, feel that the US economy is fair in the opportunities it provides, and be satisfied with the amount of money they have to live on today. They also lead in the belief that the best place to put money is where it can generate income – not where it is simply the safest – and feel more strongly than adjacent age groups that being able to start your own business is still a part of the American Dream. In fact, thrift is a lower-ranked personal value for this micro-generation.

    Perhaps it’s this financial confidence that makes Xennials more content in other arenas. They’re more likely to express satisfaction with multiple aspects of life, from career and relationships to health and their social lives. And in their leisure time, they’re more apt than neighboring generations to prioritize both physical and mental challenges. Brands can leverage this outlook by providing Xennials with opportunities to try new things, take a few risks, and feel even more empowered.

    The technology tipping point

    Full disclosure: I am an Xennial (class of 1980), and nowhere is it more clear than in my relationship with technology. I had my first email account nearly a decade before my first cell phone. Today, I take full advantage of mobile technology, social media, and streaming services, but have yet to cut the cord, still subscribe to a few paper magazines, and Snapchat recently became the first app that instantly went over my head. However, I still wouldn’t hesitate to call myself tech-savvy.

    Our research at GfK Consumer Life shows a similar pattern. Xennials are more likely than Millennials and Gen Xers to see the technology they own as an expression of themselves, and you’re more likely to find innovative devices like fitness bands, VR/AR headsets, smart home appliances, 4K Ultra HDTVs in their homes. Yet many members of this unique audience still straddle the low-tech line, as they’re more apt to read magazines on a weekly basis and watch video content on something physical such as a DVD. For tech companies to effectively communicate with this group, these nuances are important to understand. “Retro releases” such as the return of the Nokia 3310 phone capitalize on this generation’s intermittent desire for simple technology – and nostalgia.

    Staying close to home

    Earlier in this century, young Americans began moving back in with their parents in greater numbers than ever before. And as of 2014, “living with parents” is now the most common living arrangement for 18-34-year-olds for the first time in the modern era. Perhaps as a consequence of this shift, Xennials today are more home- and family-centric than those both younger and older than they are. Compared to Millennials and Gen Xers, they’re more likely to describe their homes as a family haven, prioritize family bonding during their leisure time, and predict that they’ll be living close to family ten years from now.

    Interestingly, Xennials are also most apt – out of the three generations – to enjoy advertising that emphasizes the comforts of home, a clear message to marketers on where to direct their creative energies. Xennials index higher than their immediate age peers on regular at-home activities such as cooking and meal planning, but their homes also have a modern twist. They’re most likely to pay professionals to do chores to save time for themselves, and demonstrate greater interest in new home developments such as energy-efficient appliances and open floor plans. With an audience that’s more open to thinking about the home in new ways, there’s a host of new opportunities for marketers.

    The lesson for brands

    Only time will tell if the Xennials continue to differentiate themselves from those just a little older and younger than them, and if our perception of generations evolves to include narrower age ranges. But in the meantime, brands can learn powerful lessons about the needs of Americans born at a brief, pivotal time in our nation’s history.

    Rachel Bonsignore is a Senior Consultant on the Consumer Life team at GfK. She can be reached at rachel.bonsignore@gfk.com.

    hbspt.cta.load(2405078, '13e65c1f-147b-466d-a5ba-18657a8a6ae5', {});

  • TV Azteca launches GfK Appreciation Panel integrated with digital behavior data
    • 01/11/18
    • Media and Entertainment
    • Media Measurement
    • TV Audience Measurement
    • Global
    • English

    TV Azteca launches GfK Appreciation Panel integrated with digital behavior data

    After a successful pilot, TV Azteca has signed a contract with GfK Mexico for a content appreciation panel. This is the first GfK Appreciation Panel in LATAM and the first Appreciation Panel to be integrated with digital behavioral data.

  • Tech developments that will impact your supply chain in 2018
    • 01/09/18
    • Industrial Goods
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Point of Sales Tracking
    • Trends and Forecasting
    • Global
    • English

    Tech developments that will impact your supply chain in 2018

    Fast changing customer purchase cycles have made supply chains more and more complex in the tech industry. The network of resources and suppliers has significantly expanded and has increased in complexity due to globalization. Today’s businesses must be able to quickly identify changes in consumer demand in order to adapt their supply chains for maximum efficiency.

  • At CES, GfK will help brands target a new generation of "beyond digital" consumers
    • 01/04/18
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • GfK-MRI
    • Global
    • English

    At CES, GfK will help brands target a new generation of "beyond digital" consumers

    At this month’s CES, GfK will draw on exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow's most valuable consumers.

  • German consumer climate: High Spirits Continue
    • 12/22/17
    • Retail
    • Consumer Goods
    • Global
    • English

    German consumer climate: High Spirits Continue

    Consumers in Germany still appear to be in high spirits at the end of 2017.

  • …of “things” to come in 2018
    • 12/18/17
    • Technology
    • Global
    • English

    …of “things” to come in 2018

    As we slowly close the door on 2017, two things are quite clear in the marketplace:

    • Consumer confidence is at an all–time high
    • FOMO (Fear of Missing Out) is alive and well in the digital and tech space

    The proliferation of binge watching (361,000 watched the entire Stranger Things 2 on the first day, 15.8 million watched the first episode within the first three days of release), the record $5 billion spent on Black Friday and the biggest Cyber Monday ever, and even the staggering and near inexplicable growth of cryptocurrencies (Coinbase, a Bitcoin exchange, now has more users than Charles Schwab) all point to a cultural normalization of tech-led lifestyles in the US.

    Recent research from GfK Consumer Life shows that almost half of Americans see the technology they own as a form of self-expression, and nearly 70% of students claim to be technologically savvy or smart. It is now abundantly clear that the audience for the next big thing is increasingly the mainstream American.

    Looking ahead to 2018

    2017 introduced us to the smart home en masse, while artificial reality arguably gained traction over virtual reality. The connected car gained traction, and voice-assistance struck a chord. Looking forward, expect the Internet of Things to become a firmer reality in 2018. CES 2018 will undoubtedly showcase a proliferation of smart home devices, new, and cleverer ways to consume media and entertainment on the go, and even more complex algorithms to power AI towards increasingly intimate and personalized interfaces.

    2018 will also be the year of voice-activation as Siri, Alexa, Cortana, and others position themselves for popularity, and access to your wallets. As with all innovation, some will live long and endure, some will be transitional stepping stones to something better, while still others will struggle or crash and burn.

    How innovation can thrive

    Our research at GfK Consumer Life shows that US consumers are keener on innovation being easy to use (38%), and really solving a problem they have (32%) than necessarily being leading-edge (20%).

     

    So, as you innovate for the new year, or perhaps evaluate the riches at CES as I will, look beyond the marketing and take a consumer-first approach to evaluating the fit of new innovations with your technology strategies. Ask yourself:

    • What significant consumer need does the technology fulfill, and what recognizable benefit does it provide?
    • What is the average learning curve? How complex or intuitive will it be to adopt into their lives?

    If you can readily answer both, it’s a good bet that you’ll know which things will become a reality.

    Eric Wagatha is a Senior Vice President of the Consumer Life division of GfK. He can be reached at eric.wagatha@gfk.com or on Twitter at @ewagatha.

    hbspt.cta.load(2405078, 'a07f0ed2-50d3-4870-b5c8-9b1a67a408d2', {});

  • Purchasing power Germany 2018
    • 12/12/17
    • Press
    • Financial Services
    • Retail
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Purchasing power Germany 2018

    Germans’ 2018 purchasing power will rise to €22,992 per person according to the GfK study released today. This amounts to a nominal per-person increase of 2.8 percent, or €633.

  • What’s really holding back in-store mobile payments?
    • 12/11/17
    • Financial Services
    • Technology
    • Global
    • English

    What’s really holding back in-store mobile payments?

    “Cashless made effortless!” “Turn your phone into your wallet!” “It’s not exactly magic, but it feels that way!”

    The clear message that mobile wallet purveyors are sending to the market is that mobile payments are easy. So why is adoption so low? According to our 2017 FutureBuy® report, only 25% of US shoppers have made an in-store mobile payment in the last six months.

    Reasons for low adoption

    One obvious stumbling block is availability. A recent JP Morgan Chase study suggests that only 36% of retailers currently accept mobile payments. But availability alone cannot account for this disappointing level of adoption. Smartphones are omnipresent in consumers’ lives — and, as our 2017 FutureBuy study shows, US consumers equate smartphones with shopping; 39% say, “My mobile device is quickly becoming my most important shopping tool,” up 11% since 2016. In fact, CNET reported that smartphones accounted for 21% of online sales on Cyber Monday, with US shoppers spending $1.59 billion using their phones — a new record. So where is the comparable mobile in-store spend?

    Our recent research points to one important barrier for consumers: security. With data breaches at Equifax, Yahoo, and even the IRS making headlines, it is no surprise that security is on the minds of consumers. Research from GfK Consumer Life quantifies this anxiety:

    • 36% of Americans are always concerned about their safety and security (2017)
    • 48% of Americans feel it’s very important to actively manage their online identity and personal information (2016)
    • “Personal information getting into the wrong hands” is the #9 concern among Americans from a list of 21 concerns — up 4 places since 2016 (2017)

    Looking more specifically at payments, cash still plays a big role – and one of its key benefits is anonymity. Among Americans with household incomes of $75,000 a year and greater, 55% say they always or sometimes use cash to protect their identities. Those in the payments industry know that using a mobile wallet is probably the safest way to pay; but US consumers do not perceive things that way. When we asked which non-cash method of payment was most secure, mobile wallets came in last, with just 4% of consumers (compared to 21% saying swiping their card, and 70% saying EMV).

    Opening the door to mobile payment usage

    Comfort with financial services and knowledge of the products and services seems to play a big role in opening the door to mobile payment usage. Again, looking at our FutureBuy study, we see significant differences in attitudes towards mobile payments when we compare Leading Edge Consumers (LECs) to the general public. The LEC group consists of three different types of shoppers; Early adopters, Influentials and Passionate shoppers.

     

    15% of respondents in the 2017 FutureBuy study were identified as LECs – and they are much more apt to see mobile payments as secure:

    Making payments with mobile device is more secure than other methods” — 57% LECs vs 23% general public.

    “I am confident that my mobile device payments are 100% secure” — 58% LECs vs. 23% general public.

    Not coincidentally, LECs use of mobile payments in-store over the last 6 months dwarfs that of the general public, 50% to 25%.

    Perhaps, the messaging at the top of this post needs to be revamped. Easy is not doing it. While security is often buried in promotional content to some degree, elevating this message to the first position could be a key to quicker adoption. The message of “the safest way to pay” may be the path forward for mobile payments.

    For more information, please contact Keith Bossey at keith.bossey@gfk.com.

    hbspt.cta.load(2405078, 'ca8381bb-3fe8-4564-832b-cd785b143e32', {});

  • 6 design principles for a better FinTech user experience
    • 12/05/17
    • Financial Services
    • Global
    • English

    6 design principles for a better FinTech user experience

    The pace of technology has transformed our lives in recent years. Finance is no exception. What used to be a question of “cash or credit” has given way to myriad choice. Pay for your groceries with Apple Pay or Google Wallet? Split the check with friends via cash, Venmo, Paypal, or Chase Pay? Invest with Fidelity or through an online platform such as Wealthfront?

    With so many options, users, especially those in the coveted 18-35 demographic demand a great experience in exchange for their loyalty. But older users should not be ignored – they have come to expect a level of professionalism and personalization from their offline bankers and financial service providers. This should carry through online. As a user experience researcher I’ve seen how providing an enjoyable, seamless experience based on a solid customer understanding leads to successful products in this marketplace. Here are some principles financial companies should keep in mind as they look to stay ahead among the ever evolving outlets for people to spend, save and exchange money.

    Technology should enable solutions that make people’s lives easier

    With a straightforward interface and easy to understand investment philosophy, Betterment has transformed the process of setting and investing in long terms goals from what can often feel overwhelming, murky, or confusing to a relatively transparent and achievable experience. How? By creating an online investment platform that combines a straightforward interface with an easy to understand investment philosophy. They’ve also used technology to enhance things internally, by weaving it into their back-end process. Betterment uses artificial intelligence to match customers’ paper checks with their accounts. By automating a formerly tedious task, they have freed their employees to do more interesting and challenging work. Think of technology as a tool to solve a problem (e.g., make investing easier), not the answer itself.

    Context is key

    Where will your app be used? Are users excited about saving for a big purchase or nervous about paying their bills? What other apps is it competing with on their phone? Across studies, users have told us that limited memory makes their phone’s home screen valuable real estate. A mobile payment app might check all of the usability boxes in testing, but if it doesn’t integrate well with your user’s favorite shopping apps or sites, it won’t add value, and will likely be deleted.

    Understand mental models

    Understanding current conventions and learning about what else your customers use and like enables you to incorporate common design patterns that make it easy for a first time user to have a seamless experience. Most people have at least one, if not multiple banking and payment apps. These inform expectations and habits for new apps which means that if you’re trying out a cool new design pattern, you’ll need to soften the learning curve with pointers on how it works.

    hbspt.cta.load(2405078, 'e8c45c3f-4ef7-4c3c-aff6-b1040cd0c639', {});

    Enable customers to control the interaction

    In conducting financial research, we often hear users say that they wouldn’t sign up for a financial product via mobile phone. Their perception is that financial tasks require the security and larger screen of a computer. Address this by enabling customers to begin a process on their mobile phones, when and where it is convenient, and then save progress for later completion on a larger screen. This gives users control and adds a sense of security and assurance.

    Make it intuitive

    Finance can be a difficult subject – the best sites use straightforward language to clearly explain new processes or topics without dumbing it down. Embed help links for uncommon terms make sure terms and conditions are easy to access and understand. Enable users to intuitively understand what they are being asked to do and to quickly find needed information with a clean, uncluttered design.

    But include some friction

    Somewhat unique to FinTech is the need for friction. For example, Betterment doesn’t make it especially easy to check your portfolio every day (even though some people want to) because it is better for financial health to only check periodically with a focus on the end goal. To this end, they have simple visual interface focused on progress towards a goal.

    We’ve watched participants spend 30 minutes struggling to link their bank account to their credit card and set up a unique password, then tell us they wouldn’t change a thing. They loved how secure the somewhat complicated process felt. Users need to trust that their information and money are in secure hands.

    User focus throughout the development process

    Successful FinTech gives users a better way to do something that might formerly have been difficult, tedious, or met with a sense of dread. It provides sense of security and control within the app that translates to feeling in control of their finances.

    To stand out and build loyalty in an increasingly crowded market, companies should incorporate a user focus throughout the development process. By talking to users to understand what they want and need, building products that enable customers to achieve their goals, and finally, talking to them again, watching them play with your app or experience the service and listening to their feedback, you’ll be on your way to delivering a product that wins hearts, minds, and importantly, repeat users.

    Amanda Weller is a Senior Lead of User Experience at GfK. To share your thoughts, email Amanda.weller@gfk.com or leave a comment below.

    hbspt.cta.load(2405078, 'e8c45c3f-4ef7-4c3c-aff6-b1040cd0c639', {});

  • Turning omnishopping to omnibuying – the Amazon way
    • 11/30/17
    • Retail
    • Consumer Goods
    • Shopper
    • Global
    • English

    Turning omnishopping to omnibuying – the Amazon way

    Earlier this year, Amazon shook up the retail world with its acquisition of Whole Foods. What could the online giant and the high-end grocer possibly have in common – and how could they help each other?

    Our survey soon after the announcement showed that many consumers were already shopping from both retailers. Hopes were high for a cross-pollination of services and ideas; consumers’ wish lists included more high-tech devices in store and free grocery shipping for Amazon Prime members.

    These first-level priorities may take a while to fully develop, and some may never come to pass. So how does the Amazon/Whole Foods match square with the ways people are shopping today? Does the alliance make dollars and cents in the 2018 marketplace – as well as 2025 and beyond?

    The latest results from our annual FutureBuy® study provide a fresh impression of how people are searching for and buying products of all types; and our data show why Amazon’s big move into grocery may have been more than prescient. Here are four insights from FutureBuy that show how Amazon and Whole Foods can take their synergies to the next level.

    1. Omnichannel shopping rises in FMCG

    Though the US has long trailed other regions in online shopping for everyday household items, American consumers are catching up. Four in 10 (40%) US shoppers said they used both in-store and online resources (“omnishopping”) to hunt for beauty and personal care products – up from 32% last year. We also saw notable omnishopping jumps in

    • Packaged-food and beverages: 23% (up from 14%)
    • OTC healthcare: 27% (up from 21%)
    • Household washing and cleaning products: 25% (up from 15%)

    If shoppers are ready to hunt for their daily home and personal needs online, then the worlds of Amazon and Whole Foods are already merging.

    1. “Webrooming” tops “showrooming”

    According to the new FutureBuy, shoppers are almost twice as likely to search for a product online and then buy in a store (“webrooming”) as to research in-store and then buy online (“showrooming”). This means that being in both worlds – bricks and clicks – gives you a much better chance of capturing a sale, and of building brand recognition and trust throughout the purchase journey.

    1. Click & collect has a bright future

    In the US, 40% of shoppers expect to rely on click and collect services – which allow in-person pickup of online purchases – more in the coming years. One in six (16%) shoppers is already using click and collect regularly, up more than 50% from last year (10%); and Generation Y (ages 27 to 36) is most likely to embrace the service, while Boomers are showing the slowest uptake. For groceries specifically, Gen Y is more likely to regularly use click and collect – and to report a higher anticipated use in the future. All of this evidence suggests that Whole Foods locations will grow in importance as pickup spots for Amazon purchases.

    1. Consumers warming to targeted ads

    Though some remain skittish about data privacy, shoppers increasingly are embracing the perks of online tracking and targeting. More than four in ten (43%) say they like it when a website keeps track of their visits and recommends products – up from 35% last year. And almost one-third (30%) like it when retailers contact them on their smartphones when they are out shopping. With its in-store environment and rich data from online and in-person purchases alike, Amazon/Whole Foods will become the master of targeting across the bricks and clicks world.

    Of course, some services and ideas will not be truly proven until they are launched; then consumers can vote with their wallets. But from the perspective of today’s shopping mindset, the future belongs to Amazon’s new in-store/online hybrid.

    Joe Beier is EVP, Shopper & Retail Strategy at GfK.

    hbspt.cta.load(2405078, '735256a2-b3ed-434f-83e9-f37e512d7924', {});

  • Purchasing power for watches and jewelry in New Zealand
    • 11/30/17
    • Press
    • Retail
    • Geomarketing
    • Geodata
    • Global
    • English

    Purchasing power for watches and jewelry in New Zealand

    Inhabitants of New Zealand have an average of approximately €100 per person for spending on watches and jewelry. This is one of the results of the study "GfK Purchasing Power for Retail Product Lines 2017," which is now available. But the purchasing power for watches and jewelry differs substantially from region to region.

  • German consumer climate stable at a good level
    • 11/28/17
    • Press
    • Global
    • English

    German consumer climate stable at a good level

    Findings of the GfK Consumer Climate study for November 2017.

General