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Connected Consumer Insights

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  • 360° Shopper insights: Filling the shopping basket
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Filling the shopping basket

    Watch our video to maximize your sales and marketing investments by ensuring shopping baskets and carts are filled.

  • 360° Shopper insights: Fine-tuning the pricing and promotion balance
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Fine-tuning the pricing and promotion balance

    Watch our video to fine-tune and optimize your cross-channel pricing.

  • 360° Shopper insights: Conquer connected shoppers for retail success
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Conquer connected shoppers for retail success

    Meet your consumers’ escalating expectations of convenience, choice, price and experience with our interactive bonus guide. 

  • 360° Shopper insights: Identify future needs of your consumers
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Identify future needs of your consumers

    Explore the challenges, opportunities, research and benefits of identifying future consumer needs within our interactive bonus guide.

  • 360° Shopper insights: Convert consumers into your browsers
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Convert consumers into your browsers

    Discover exactly what it takes to turn consumers into your brand browsers within our interactive bonus guide.

  • 360° Shopper insights: Turn browsers into your buyers
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Turn browsers into your buyers

    Improve and optimize the conversion rate of brand browsers into your buyers with our interactive bonus guide.

  • 360° Shopper insights: Fill consumers’ shopping baskets and carts
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Fill consumers’ shopping baskets and carts

    Maximize your sales and marketing investments by ensuring shopping baskets and carts are filled with our interactive bonus guide.

  • 360° Shopper insights: Fine-tune your pricing strategy
    • 06/16/17
    • Connected Consumer
    • Global
    • English

    360° Shopper insights: Fine-tune your pricing strategy

    Maximize your sales and marketing investments by fine-tuning your pricing strategy with our interactive  bonus guide.

    • 06/15/17
    • Retail
    • Connected Consumer
    • Global
    • English

    3 easy ways to increase ecommerce sales through online product content

    U.S. ecommerce sales grew almost 15% in Q1 2017 compared to one year ago as reported by Internet Retailer.  With the growth of these sales comes increasing expectations from purchasers.  A recent GfK FutureBuy study shows that 54% of consumers are now less loyal to any one brand and need to shop around more to find the best value and 45% of retailers, advertisers, and brands have less influence on purchase decisions than ever before.  Yikes!

    So how will you influence your current and prospective customers to keep up with these trends? With accurate and quality product content that provides purchasers with the information they require to have confidence in a purchase decision and to increase your cart conversions.  Here are three ways in which you can stand out from your competitors:

    1 – Add rich content elements.  Rich content includes multiple high resolution images, product manuals, brochures, videos, virtual tours, feature benefit bullets, etc.  Adding rich product content better engages and informs your customers, increasing the likelihood of a purchase conversion and making it less likely for them to return your product.  For example, according to Panomatics, websites with virtual tours / videos typically keep visitors on the product page 3 times longer!

     

    2 – Create enhanced content.  If you’re not familiar with this term, it has been made most popular with Amazon by being referred to as A+ content.  However, it is now being accepted and encouraged to be displayed among top e-retailers like Walmart and Newegg and distributors such as D&H Distributing and SP Richards.  Enhanced content, aka A+ content, allows you to get creative with your product content design and information, helping you to convert and better inform those customers seeking product information beyond basic marketing content and product specifications.  82% of consumers go online to do product research before buying (Deloitte) so it is crucial that you grab your customer’s attention and keep it.

     

    3- Optimize your product content for search.  If you are a brand, you’ll want to create an account for Google Manufacturer Center.  Google now offers a tool for brands to have major influence over the product data being displayed in Google Search and Shopping results.  Content was once controlled by retailers but brands are now empowered to ensure their product titles, descriptions and images are accurate and of high-quality.  And when Google recognizes better, more relevant content they bump up your search rankings, so that you can be found first, leading to quicker sales.

     

    Today’s Connected Consumers love to find value by shopping around online.  The best way to stand out in the market is to have accurate, relevant and helpful content around your products.  Whether you’re looking for rich content elements, enhanced content or need to better manage your product data, product content can help you to influence purchase decisions and ultimately increase sales.

    • 06/07/17
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Connecting with the “connected” TV audience

    With whom, what and how are you “connected” when you watch TV? Gone are the days that TV is a device you switch on to see what is being broadcast. For decades, we were also watching self-recorded content, and today there is an avalanche of online digital video allowing us to view whatever we want, whenever we want. Of the time spent watching video content, 35% is watched on TV live (broadcast as scheduled), 15% time shifted, 21% on demand or broadcaster catch up and 29% from an online website or streamed from an app (UK online adults, GfK Viewscape 2016).

    And we increasingly consume video on other devices: of all viewing time 65% is watched on a TV set, 20% on a PC/laptop, 7% from a tablet and 8% from a smart phone (UK online adults, GfK Viewscape 2016). Digital video is here to stay and the TV audience is embracing both traditional and new forms of content delivery.

    Just what is a “connected” TV audience?

    These new forms of viewing video are sometimes described as ”connected”. Does that mean that viewers watching traditional broadcast TV are “unconnected”? When I watch television, I am extremely connected, regardless of the source of the content. Once I have found the program I want to watch, I am intensely connected with the story and the characters. I am also connected with my comfortable chair. I occasionally glance on my mobile phone or in the fridge, but these are rare distractions from the big screen. For me TV is like an interactive version of cinema where I focus on the content I have chosen to see and forget about the rest of the world.

    Why call viewers “connected” based on the source of their content? Does it matter if we watch in a linear or non-linear way? Or does “connected” refer to us as social beings, how we connect to others?

    Understanding the connection with the content

    Some viewers tweet posts about what they watch and update their online profile to let others share in what they are viewing. Personally, I regard this as a waste of time. I might be connected with people in the room while I’m watching TV, but I am not interested in connecting with other viewers online to exchange comments on that program. I prefer to watch TV uninterrupted and unconnected.

    When watching TV, we create very direct and intimate relationships with the content. I can be absorbed by it, emotionally touched, informed or I simply have a good time. Sometimes I am disappointed, angry or upset. Call me old fashioned. All this happens (offline and online) in my living room, where I am cocooned in the program. The next day I might share my opinion with others, but through my viewing behavior I leave very little traces a broadcaster could scrape off the web.

    Maybe the distinction between connected and unconnected does not reflect how a TV audience is related to TV content. But “connection” is a key description to understand viewers and their needs. How can broadcasters and other content providers connect with viewers? How can they keep track of what content people feel connected to and what content they would prefer to avoid next time? Sure, broadcasters have access to daily ratings to see the number of viewers, but that does not measure the wants and needs of their audience.

    Content Appreciation

    To connect with a TV audience through research, you need to select a representative group of viewers. You should contact them in the proper way, ask the right questions, and listen carefully to their motivations and reactions. We have set up a system to do so. On an average day, more than 18,000 viewers in the UK, Russia, Ireland, the Netherlands and Flanders combined, tell us what they thought of all the programs they saw the day before.

    This means one day after the audience ratings are available, you receive the full profiles of what dramas were most entertaining, what news programs viewers felt provided the best information, and what chat shows had the best guests. You know what programs were most talked about. You see unfiltered comments on what the viewers actually thought of all the programs they watched. Using our dashboard, you can benchmark your own content against a relevant selection of your competition. We call this ”Content Appreciation” and we think it is the best solution for broadcasters to connect with their audience.

     

     

     

     

     

     

     

     

     

     

     

     

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    • 05/19/17
    • Automotive
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Mobile is the means to improving traction for your crossmedia automotive campaigns

    As an automotive marketer, you face a great many challenges. Not only is the auto industry in the fast lane when it comes to change, but so too is the media landscape you must navigate to attract Connected Consumers. Online media’s increasing importance in the purchase journey combined with the proliferation of connected devices, however, presents a significant opportunity and route to maximizing the efficiency of your campaigns.

    While traditional TV remains the go-to media channel to drive brand image and reach a mass audience, online campaigns can add extra reach and help target a specific group. More specifically, you need to go mobile and devise content specifically for this channel. Here’s why:

    Go mobile to get more mileage from your campaigns

    Our research shows that mobile accounts for a significant share of digital ad impressions. According to our Crossmedia Visualizer data, based on online users in Germany, more than one third (37.4%) of all ad impressions within automotive online touchpoints occur exclusively on mobile devices. When looking at smartphones only, they deliver 20.4% exclusive reach, while tablets deliver 14.3%.

    Mobile use is even more pronounced among Gen Y (20-34 year olds) in this market, where 45.3% of impressions in the automotive category are exclusively on mobile. What’s more, our research shows that the reach of Facebook on mobile devices among younger target age groups is nearly three times higher than that of desktop ad placements. Also when run in addition to TV campaigns, paid placements on Facebook can extend incremental reach by 4.5%. This is even before considering the viral effects a campaign can have.

    Younger age groups are not only critical for brand building but are also, because of their affinity for using mobile and social media, open to campaigns that use these channels. What this means is that if you aren’t reaching them on mobile and via social media through paid placements and the like, your competitors surely will.

    Fine-tune your use of mobile channels for incremental reach and targeting

    The increasing usage of mobile devices among the online population in the auto sector is also evident when we look at the websites of the top three premium car brands in Germany. While desktop still delivers the greatest share of impressions versus mobile for Mercedes-Benz (64.3% vs. 35.8%) and Audi (64.3% vs. 32.2%), for BMW, mobile provides a 53.3% share of impressions versus 45.9% for desktop.

    These factors combine to underline the need to optimize the mobile elements of your cross-media campaigns to target today’s – and tomorrow’s – Connected Consumers where they are. Put another way, if you want to get the mileage from your cross-media campaigns, you need to fine-tune your use of mobile channels to deliver that all-important incremental reach and targeting of content.

    You can master today’s multi-channel marketing reality and track, analyze and optimize your media planning with our Crossmedia Visualizer tool. Test it out for yourself for free to discover:

    • which car brand sites have the highest net reach among the online population in Germany and how this has changed over last five months
    • which of the key online auto sites in Germany has the highest net reach and number of unique users
    • what the top auto sites’ reach is by device and which site indexes highest for reaching those who intend to buy a new car (timeframe)
    • and more…

     

     

     

     

     

     

     

     

     

     

     

     

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    • 05/11/17
    • Technology
    • Trends and Forecasting
    • Connected Consumer
    • Global
    • English

    Looking for the future of mobile? Take a trip to Beijing

    ‘You can do without a wallet in Beijing these days but not without a smartphone.’ This came from the cab driver who picked me up at Beijing International airport when I landed with my mother last fall for the first trip back to my home country (and hometown) in years. He was completely right.

    Over the following weeks, I grew a renewed appreciation for my iPhone (now powered by a local SIM card), and constantly found myself pulling it out for all the things I had never used it for – to help open a bank account (you have to have a local mobile number and a phone that can at least receive authentication codes to be able to open an account in China), to make online reservations at restaurants (many of them don’t take reservations over the phone), to book an online appointment at a local salon and get a nice discount for the visit, to use an app to call cabs (Didi, the world largest ride-hailing service with nearly 400 million users across 40 cities in China), and of course, to make in-store purchases by scanning QR codes.

    Having followed and reported on tech trends for years, I was prepared for the role of smartphones in China. However, being there to experience and witness the smartphone culture first-hand, I still couldn’t help but constantly marvel at how involved my fellow citizens are today with their beloved phones.

    • Chinese are now the most engaged mobile phone users globally: Many visitors to China would probably share my amazement at Chinese consumers’ high smartphone engagements. According to data from GfK Consumer Life, Chinese today use their mobile phones to do more than their peers in any of the other 21 countries covered in our global study. On average, 61% of online Chinese consumers age 15+ did at least seven out of fourteen consistently tracked activities on their mobile phones in the past month, from social networking to online banking. This compares with 57% in South Korea, 34% in the US, and 32% in the UK.
    • Older consumers drive the latest growth: It’s no longer just tech-savvy younger Chinese who are inseparable with their phones. Increasingly, it’s their grey-haired parents – and grandparents – as well.

      The biggest increase in mobile phone engagement since 2014 came from older Chinese age 50+, whose growing fascination with their phones was visible when we toured around Beijing. From restaurants to buses to community parks, I was always able to spot seniors being totally immersed in the little screens in their palms. By the end of our trip, my mom’s group of 70-80 year-old friends had convinced her to install WeChat, China’s massively popular mobile social networking app with now 889 million users. And content sharing to her account has been flowing non-stop ever since.
    • China dwarfs the US in mobile commerce and payments: Our taxi driver wasn’t kidding when he said that you can survive in China’s large cities without a traditional wallet, as long as you’re equipped with a mobile one.

      From tiny street vendors to large supermarkets, numerous retailers of all types in Beijing accept mobile payments, often through popular apps Alipay and WeChat Pay. China’s relatively low plastic card penetration also contributes to the appeal of mobile wallets as a convenient non-cash alternative.

      Of course, smartphones are used not only for in-store payments, but online purchases. The latest data from GfK Consumer Life indicates that 61% of online Chinese mobile phone users used their handsets to buy something online in the past month, up 17 pts from 2014. This compares with 28% of American users, up 7 pts in the same time period. Last year, China’s biggest online shopping day Single’s Day raked in an eye-popping $17.8 billion in sales, with 82% coming from mobile transactions. To put that into perspective, last year’s record-setting Cyber Monday rang in $3.45 billion, with mobile accounting for around one-third of that revenue.
    • Chinese companies on the rise in mobile technologies: Chinese consumers’ high engagement with their smartphones can be attributed in part to the innovative solutions from local tech giants.

      Tencent’s WeChat, launched in 2011, has built itself into a ‘super app’ that allows users to not only make video calls and group chat, but shop, make payments, book a hotel, hail a ride and play games all on one intuitive platform. Its ‘super app’ approach is often seen as inspiring even to tech giants in the West.

    With a willing consumer and increasingly sophisticated local players, China is poised to continue to lead the evolution of the mobile culture. Brands trying to crack the Chinese market must recognize the essential role of mobile in the lives of these consumers. And for those curious about the future of mobile technologies, China – not the US – may be the closest to offer a glimpse.

    Veronica Chen is Vice President at GfK Consumer Life. To share your thoughts, please email veronica.chen@gfk.com or leave a comment below.

    [1]GfK PoS Measurement, 2016, Sales Units, USA and Mexico not included

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