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From Amazon to the Now Generation – GfK insights that helped define 2017

New York, NY, 13.12.2017

Brands, marketers, and researchers have been working hard to keep pace with the extraordinary changes of 2017. Smartphones, ecommerce, and emerging young consumers are reshaping the marketplace – and the culture. GfK has been helping clients stay up to speed on this fast-evolving world; here is a highlights video of our top 10 insights from 2017. Find out more about these insights below the video!

1.    US catching up in FMCG omnishopping
Our latest FutureBuy® study shows US consumers are embracing an omnishopping strategy even for everyday purchases, such as food and beverages and beauty and personal care items.

2.    The Now Generation is pragmatic and self-assured
A new group of young consumers – which GfK dubbed the Now Generation – is bringing a fresh combination of attitudes to work and play. Eight in ten Now Gen students say they "have [their] own way of doing things," and two-thirds are willing to do things that might be seen as "uncool."

3.    Amazon already fulfilling some of Whole Foods shoppers' wishes
GfK research shows Amazon is already fulfilling the top wish of WF customers following the acquisition – by lowering prices. WF shoppers also want to see more of the grocery outlets opened – and they do not want to see Whole Foods employees laid off.

4.    Over half of US adults live in cellphone-only HHs
According to GfK MRI’s Survey of the American Consumer®, more than half of US adults – and almost three-quarters of Millennials – live in homes with no landlines, a fact with huge implications for marketers, advertisers, and researchers.

5.    High-stress Moms have high ambitions
In GfK Consumer Life research, two-thirds of American Moms report feeling stress and tension at least "fairly often." One explanation: Their lofty goals. Three-quarters say they want to start their own businesses – 20 points higher than the US average – and half dream about being rich.

6.    Amazon Prime members shop differently
Amazon Prime service is a difference-maker for US shoppers. Over a five-month period, GfK found that Prime members spent five more hours on online shopping sites than non-members, and they visited 50 more online shopping businesses.

7.    Emojis can enhance mobile surveys – when used with care
Researchers need to take a "mobile-first" approach to survey design – which means working with the smartphone tools consumers already rely on. GfK research found that incorporating emojis into mobile surveys can reduce survey lengths and improve engagement – but they need to be deployed carefully.

8.    US "nation brand" has taken a hit
A nation's global image can be a crucial factor in tourism, trade, and foreign affairs. In the latest Anholt-GfK Nation Brands Index, the US fell from #1 to #6 and was the only country among 50 measured to see its overall index score drop.

9.    Podcast listeners are very politically, socially active
According to GfK MRI, the 9.3% of adults who downloaded or listened to a podcast in the last 30 days are more likely to be InfluentialTM consumers and to participate in environmental groups or causes.

10.    Banks falling short in meeting customer needs
At a time when payment and financial planning options are multiplying, banks are missing opportunities to hang on to their customers. GfK research shows major gaps between what consumers want from their banks and what they feel they are actually getting.