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Press release
Press|Technology|Home and Living|Media Measurement|Connected Consumer|GfK-MRI|United States|English

GfK experts to share insights on voice activation, cordless TV viewers at ARF Audience Measurement 2017

New York, NY, 07.06.2017

Latest research explores impact of devices like Amazon’s Alexa, viewing habits of Cord Cutters, Cord Nevers

In two presentations next week, GfK will take on subjects very much on marketers’ minds today: the disruptive potential of digital home assistants (DHAs), and the best ways to reach the TV “cordless” population – those without a traditional cable or satellite subscription.

The sessions will take place at the Advertising Research Foundation’s Audience Measurement 2017 conference, whose theme is “Modern Measurement, Media, Models & Methods.” The event will be held June 12-13 in Jersey City, NJ.

Click here to request more information on GfK’s presentations at ARF AM.

At 12:20PM on June 13, GfK’s David C. Tice (SVP, Media) and Meredith Paige (SVP, User Experience) will present “Alexa, How Disruptive Are You?” Their study of devices such as Amazon’s Alexa and Google Home shows how and why people are using these digital assistants – including media-related applications. Tice and Paige will also explore the user experience (UX) pros and cons of DHAs, and the importance of voice activation as a threat to remote controls, interactive screen interfaces, and similar technologies.

Also on June 13, at 2:10PM, GfK MRI’s Karen Ramspacher (SVP, Consumer Insights & Trends) will share the company’s latest Cord Evolution research on the habits and preferences of Cord Cutters and Cord Nevers.  Networks and advertisers need deeper insights into this “cordless” population – who they really are and where they are going, as well as how to reach them with brand messages.

Ramspacher’s “Cordless Disruption” presentation is an Industry Spotlight session.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

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