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  • The global market for consumer electronics continues to grow
    • 01/07/19
    • Retail
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    The global market for consumer electronics continues to grow

    The global market for consumer electronics ended the year 2018 with a six percent increase in sales while total sales of around €138 billion were recorded.

  • Infographic: Technical consumer goods market exceeds one-trillion mark
    • 01/07/19
    • Home Appliances
    • Retail
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    Infographic: Technical consumer goods market exceeds one-trillion mark

    The global market for technical consumer goods exceeded the one-trillion mark for the first time in 2018 with sales of €1.01 trillion. This is a four percent increase on the previous year. 

  • German Consumer Climate gets stable start to New Year
    • 12/21/18
    • Press
    • Global
    • English

    German Consumer Climate gets stable start to New Year

    Findings of the GfK Consumer Climate Study for December 2018.

  • Map of the Month: GfK Purchasing Power density, Europe 2018
    • 12/20/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Digital Maps
    • Digital Maps
    • Picture of the month
    • Global
    • English

    Map of the Month: GfK Purchasing Power density, Europe 2018

    GfK's Map of the Month for December shows the 2018 distribution of purchasing power density (mil. € per km²) across Europe at the two-digit postcode level.

    • 12/19/18
    • Technology
    • Global
    • English

    Gaming as an ecosystem: in search of superior (gaming) experiences

    Gaming PCs continue to be one of the positive drivers of growth on a PC market which has stagnated in the last few years. Gaming is not a local phenomenon, but a global trend which is reflected in the demand for unique experiences and high-performance devices the world over. Enthusiastic customers must reach deep into their pockets for an outstanding gaming experience as well as strong performance as these devices are normally to be found in the premium price categories. Nevertheless, this situation does not seem to be an obstacle for eager gamers since they are prepared to pay more than one and a half times the average price for a gaming PC.

    Solid double-digit sales growth

    In total, gaming and gaming-capable PCs generated revenues of more than 12 billion USD in the first ten months of 2018, which accounted for 19 percent of total PC sales. As a result, gaming PCs achieved a +31 percent increase in sales compared to the same period in the previous year. Their growth remained stable within the double-digit range, but was lower than the positive growth of +55 percent in 2017. The share of gaming PCs grew from 6 percent in 2016 to just under 12 percent in the period from January to October 2018, while at 7 percent, gaming capable PCs had to endure a decrease in turnover (2016: 8 percent).


    Light price fluctuations in gaming PCs; gaming capable desktops more strongly affected

    With reference to global developments, gaming PCs are representative of two central trends: performance and premium. Correspondingly, the prices set are not surprising, especially in the premium segment. In the period from January to October 2018, the average price of a gaming notebook showed a slight increase of +4 percent to 1,100 USD, while the price of a gaming desktop was just over 1,200 USD on average. At the same time, the price of a gaming-capable desktop (including DIY PCs) grew from 680 USD to 750 USD. The prices of gaming and gaming capable PCs are contingent on, among other things, the price of components (graphics card (GPU), processor (CPU), RAM, etc.) and could trigger further fluctuations in the coming months, depending on the availability of components.


    Where to find growth?

    The largest gaming market globally by some distance (excluding North America) is China with a turnover share of more than 50 percent. Thereafter, the top 5 countries, such as Germany or France, each with 5 percent, are in the single-digit range. If we look at the top 10, there follow also Russia and Poland, which are currently performing better than Spain, Japan and South Korea. By contrast, Thailand, with a high growth rate of over +80 percent, is one of the climbers (rising star) on the gaming market and, together with Turkey, was able to overtake some of the European markets such as Sweden and the Netherlands.


    Gaming accessories: additional momentum for the gaming ecosystem

    A gaming PC is not an isolated system, but is part of a very dynamic gaming ecosystem, to which monitors, mice, keyboards, headphones (headsets) and even chairs belong. In 2017, the value of gaming monitors increased by +77 percent and achieved growth of +44 percent in the first ten months of 2018. Gaming monitors with a refresh rate of 100 Hz or more performed even better and generated an increase in turnover of +92 percent in the same period, underlining the importance of performance features for gaming experiences in the high-end sector. Gaming mice and keyboards also contributed to gaming’s momentum in 2018 with sales growth rates of +13 percent and +8 percent respectively. Headphones for gaming PCs and consoles were also among the drivers of growth, with an increase in turnover of more than +50 percent. Virtual reality glasses round off the gaming ecosystem and lend a distinctive character to immersive experiences. Furthermore, ‘mixed reality’ could provide another boost for gaming.

    Gaming beyond the PC: cell phones, consoles, cloud gaming…

    Gaming is not only limited to PCs, since consumers choose between different devices and are often active on several platforms (PC & console or cell phone & console). Thanks to the multi-platform availability of games, consumers have more flexibility regarding when, where and on which device they would like to play. This means that PCs are increasingly competing with cell phones and consoles for the attention of players, which is often use-case driven. Simultaneously, there is increasing talk about cloud gaming, which leaves the performance of the PC in the background. It remains to be seen to what extent this kind of gaming will establish itself, though one thing is certain: consumers will continue to demand fascinating and spectacular visual (gaming) experiences.

    Source: GfK Point-Of-Sales Panel, International Coverage excl. North America, Sales Value USD & Price USD incl. VAT, Jan-Oct 2018

  • Black Friday sales continue to increase in Europe
    • 12/07/18
    • Retail
    • Global
    • English

    Black Friday sales continue to increase in Europe

    Discounts on so-called "Black Friday" are becoming increasingly popular among European consumers. 

  • Black Friday 2018: Tech durables turnover more than doubles compared to average week
    • 12/06/18
    • Retail
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    Black Friday 2018: Tech durables turnover more than doubles compared to average week

    Discounts during Black Friday week are becoming increasingly popular in Europe and beyond. Across the key markets Germany, UK, Italy, Spain, France, Poland, Brazil, Russia, 125% more turnover than in an average week was generated. Italy showed the most significant sales increase (+42%) compared to the 2017 Black Friday week and Brazilian shoppers spent the most (1.2 billion €).

  • GfK and Trax forge alliance for technology and durable goods industry
    • 11/29/18
    • Retail
    • Technology
    • Global
    • English

    GfK and Trax forge alliance for technology and durable goods industry

    New level of digital insights to improve in-store performance

  • Beyond Point of Sale Data: Actionable Insights Right Across the Consumer Journey
    • 11/28/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    Beyond Point of Sale Data: Actionable Insights Right Across the Consumer Journey

    Understand the four key phases of the journey: purchase trigger, search, moment of purchase and early usage

    Across this series of blog posts, I have explored how the new GfK Consumer Journey Module in our Consumer Insights Engine provides powerful insights on customer behavior for brands in the technology and consumer durables sectors.

    The Consumer Journey module is the first and only solution for manufacturers and retailers in these industries to combine the most comprehensive collection of point of sales data* with:

     

    • Mobile-first survey data
    • Online consumer behavior data
    • AI-enabled consumer review data

     

    With our advanced analytics platform, you can increase your return on investment across marketing, sales, product and category management by:

     

    • Understanding who your customers are.
    • Stimulating demand with your messaging.
    • Optimizing visibility with your marketing channel mix.
    • Becoming the chosen brand in your market.
    • Providing the optimal customer product experience.

     

    We have created this infographic to summarize how the solution enables brands to understand the four key stages of the consumer journey.

     

    Note: *In the US, GfK does not have access to Point of Sale data. US data is calibrated using information gathered from a telephone survey based on probability-based sample representative of both mobile phones and landlines. No retailer data is used in the development of the US offering.

    The examples in the infographic focus on the TV segment in the UK, but our solution covers tech and durables categories in 13 major markets – France, Germany, Italy, Netherlands, Spain, UK, US, Brazil, Russia, China, India, Japan, and South Korea. If you would like more insight into each of the four steps in the customer journey, please look at the previous posts in this series:

    Which consumer needs trigger the start of the purchase cycle?

    Search and evaluation in the consumer journey

    Understand the moment of purchase

    The importance of understanding early usage in the consumer journey

    To see for yourself how our consumer insights can impact your business, why not access our Consumer Insights Engine demo? It will show you, hands-on, how your brand can benefit from insights that go far beyond point of sale data.

     

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  • German consumer climate ends year with losses
    • 11/28/18
    • Retail
    • Global
    • English

    German consumer climate ends year with losses

    Findings of the GfK Consumer Climate Study for November 2018

  • Beyond Point of Sale Data: The importance of understanding early usage in the consumer journey
    • 11/21/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    Beyond Point of Sale Data: The importance of understanding early usage in the consumer journey

    ‘Hygiene and user experience’ factors may affect a customer’s sentiment about a new product as much as its functional characteristics

    Technology and consumer durables brands operate in an increasingly demanding retail landscape, characterized by margin pressure, fiercer competition, shorter product lifecycles and heightened customer expectations. To remain competitive in this challenging environment, retailers and manufacturers need access to both point of sale (POS) data and actionable consumer insights that enable them to make smarter and faster business decisions.

    Over the course of this blog series, I have been looking at how the Consumer Journey module of the GfK Consumer Insights Engine delivers such insights and helps brands to better understand the consumer’s purchase journey. Following my previous post about the moment of purchase, I will this week turn to what our solution can tell you about early usage of a newly purchased tech or durable product.

    Throughout the purchase journey consumers seek reassurance that they are making the right investment, especially on high ticket items such as TV’s. Using the Consumer Insights Engine to look at early usage gives us an insight as to whether or not the journey was ‘successful’ from the consumer perspective, i.e. after all the research, are they satisfied with the choice that they made? If not, it can have a negative impact, not only on their relationship with the brand they bought from, but also on the retailer they purchased from. Especially if the retailer played a highly influential role in the final decision.

    Product managers, retail sales reps, marketers and operations departments can all benefit from knowing what customers think and say about a product once they are actually using it. The Consumer Journey module fuses data from our survey around early product experience and applies semantic analysis to retailer review data.

    I am once again using the UK television market as an example, but our solution covers key consumer technology and durables categories across 13 major territories.

    Our Consumer Journey module shows that UK television brands have an average net promoter score (NPS) of +34; 48% of consumers are happy with their purchase. When you compare this to the average NPS score of +29 across technology and consumer durables product categories in the UK, we can deduct that TV manufacturers are doing an adequate job of meeting consumer demands. However, as always is the case, they could do better.

    With the right insights at hand, they could improve sentiment among the 52% of people who are passive about the products they bought or who are active brand detractors.

    To get to the ‘right insights’ we collect review data from key retailer websites in each of our markets and apply artificial intelligence to provide sentiment-based intelligence into early usage and the product aspects that lead to memorable experiences. This gives us insights into the factors that matter to a UK purchaser who has just started to make use of a newly purchased television. Below outlines the net sentiment scores* for these factors:

    • Value for money (96%)
    • Easy to set up (87%)
    • Great picture (86%)
    • Happy with the purchase (83%)
    • Picture quality (74%)
    • Picture and sound (54%)
    • Easy to use (21%)
    • TV looks amazing (17%)
    • Sound bar quality (11%)

    (Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for the TV category in multiple markets)

     

    If you browse back to my previous post, you’ll see that functional factors such as size and product dimensions were key drivers of the consumer’s purchase earlier in the customer journey. However, once the consumer takes a brand-new television home, practical user experience and hygiene factors such as ease of set-up, connectivity with other products, and the smart TV capability all become an important part of their experience with the product.

    As the low net sentiment for ease of use and aesthetics shows, brands should pay as much attention to the out of the box experience as they do to functional qualities such as screen size or support for UHD and HDR.

    Picture and sound get the second highest number of mentions in product reviews. However, it is important to note that one in five (20%) of these reviews are negative. This highlights the importance of the performance of these factors to the UK purchasing consumer.

    It’s also interesting to see how low net sentiment is around the quality of the sound bar.  This indicates that this particular function is polarizing among consumers. When brands get it wrong, it reflects badly on them. However, when they get it right, it can create a great deal of positive sentiment about their product.

    The combination of early usage survey data and sentiment-based analysis of review data in the GfK Consumer Insights Engine allows brands and retailers instant access to deeper insights that give a more complete understanding of consumer’s purchasing decisions, their experiences against those decisions, and how that reflects on their brand.

    I invite you to look at our Consumer Insights Engine demo to see for yourself how it combines POS data with market research, and online consumer behavior data to offer you on-demand access to insights you can apply in your business.

     

    *Net sentiment (net positive) is the positive scores minus the negative scores providing you with a more realistic view of the market. It’s designed to avoid over inflation and acknowledge any negatives.

     

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  • Map of the Month: GfK Purchasing Power, Europe 2018
    • 11/15/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: GfK Purchasing Power, Europe 2018

    GfK's Map of the Month for November shows the distribution of purchasing power across Europe in 2018.