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  • Consumers spent €210 billion on smartphones worldwide in the first half year 2019
    • 09/04/19
    • Press
    • Global
    • English

    Consumers spent €210 billion on smartphones worldwide in the first half year 2019

    GfK findings for the global smartphone market to be released at IFA 2019 in Berlin.

  • 4K is becoming the standard for today’s TVs
    • 09/04/19
    • Press
    • Global
    • English

    4K is becoming the standard for today’s TVs

    GfK findings for the global TV market to be released at IFA 2019 in Berlin.

    • 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.

    Want to know more about this topic?

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  • German consumer climate defies economic downturn
    • 08/28/19
    • Press
    • Global
    • English

    German consumer climate defies economic downturn

    Findings of the GfK Consumer Climate Study for August 2019.

  • PC hardware for gamers: Performance and experience drive demand in a maturing market
    • 08/20/19
    • Press
    • TEMAX
    • Global
    • English

    PC hardware for gamers: Performance and experience drive demand in a maturing market

    The gaming PC hardware market recorded a 15 percent increase year-on-year (January-June 2019) to reach over $6.1 billion turnover. 

  • Map of the Month: Brick-and-mortar retail turnover, Europe 2019
    • 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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  • Discovering shoppers’ purchases from competitors with AI-based intelligence
    • 08/08/19
    • Press
    • Global
    • English

    Discovering shoppers’ purchases from competitors with AI-based intelligence

    GfK launches Attribution+, an AI-based solution for grocery and drugstore retailers to gain valuable intelligence on shoppers. 

  • GfK Attribution+
    • 08/08/19
    • Global
    • English

    GfK Attribution+

    Attribution+  is the first AI-based tool to tell who your individual customers are and how they shop - also at your competitors. Watch our video and find out more!

  • How to maximize product revenue
    • 08/08/19
    • Technology
    • Consumer Goods
    • Point of Sales Tracking
    • Global
    • English

    How to maximize product revenue

    Weekly sales data is an essential part of your competitive intelligence. Read our four routes to sales success in our latest white paper. 

    • 08/05/19
    • Retail
    • Technology
    • Global
    • English

    5 mistakes eCommerce sellers make & how to get it right

    Every eCommerce seller knows that when it comes to selling products online, content really is king. When consumers cannot hold a product in their hands, top-quality content can bridge the gap – through rich information, pictures, videos, and more. Optimizing online content serves manufacturers and retailers alike; but often, we still see product listings that leave shoppers under-informed or simply uninspired.

    As someone who has facilitated millions of product listings, I know too well what does and does not speak to consumers. And there are some common characteristics and miscues that tell me immediately when a manufacturer is not leveraging precious content space to maximum advantage. Here are just five clues that you can look for as you shop online – and review your own product listings.

    eCommerce seller mistake #1: Sticking to the basics

    Today, rich content is the name of the eCommerce game. Rich and A+ content (interactive media, sell-sheets, video demos) empowers brands to deliver compelling shopping experiences across digital touch points – while basic, meat-and-potatoes information puts you at an immediate disadvantage.

    eCommerce seller mistake #2: Lack of brand identity

    With so many product listings to choose from, consumers need to understand why your brand is special – and your passion should live on your product pages. Putting your company’s story forward can be a strong differentiator, showing that you have a solid history and a reputation for quality. In eCommerce, linking to your website, social media pages, and other resources can help put buyers at ease, improve SEO, and even close the sale.

    eCommerce seller mistake #3: Getting by with one image

    Life is a 360-degree experience – but some online sellers think their customers should be happy with just one perspective. Check out top sellers on Amazon – you will see that they always provide multiple product images from a variety of angles. Since online shoppers cannot walk around your item in person, multiple images provide the next best thing.

    eCommerce rich content content example: Displaying multiple angles of a product

    eCommerce seller mistake #4: All-caps lettering

    To identify yourself immediately as an eCommerce novice, use all-caps lettering. It is hard on shoppers’ eyes and ultimately becomes illegible in large quantities. Seeing titles, subtitles, or marketing copy set in all caps WILL MAKE THE READER FEEL LIKE YOU ARE YELLING AT THEM. (See?) Make your type natural and varied; using extreme tactics to catch people’s attention will only drive them to another product or site.

    eCommerce seller mistake #5: An unguided experience

    The last time you booked air travel, did you know the flight number you’d be on before you logged in? Probably not. But an interactive selector guided you to the best airline, departure time, and price for your plans. In the same way, a potential buyer may not know what product they need — but they do have details like size, price and tech specs. A product selector on your site can steer them to the perfect item – and keep them within your selection universe. With anything less, you run the risk of losing customers to rival vendors and brands.

    Of course, that is just a “starter” list – the variety of things that one can do right or wrong in online product content is almost endless. Check out “How to win in the online jungle“. The first step is to recognize the value and key role of content, and begin to treat it with the attention and discernment it deserves. Most likely, your eCommerce competitors already are – and falling behind in content is never a good strategy.

     

    For more do’s & don’ts of online product content

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  • German economic confidence continues to fall
    • 07/30/19
    • Press
    • Global
    • English

    German economic confidence continues to fall

    Findings of the GfK German Consumer Climate Study for July 2019.