GfK - Webinar: Tech Trends 2016
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Smart home, online video consumption, mobile payments and drones – check out the recording and slides from our Tech Trends 2016 webinar. We present our insights and analysis to help you better understand which emerging trends will have the greatest impact on consumer needs and behavior. Want to see all 10 trends? Download the full report: http://connected-consumer.gfk.com/tech-trends/
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GfK - Webinar: Tech Trends 2016
- 1. © GfK 2016 | Tech Trends 2016
- 2. © GfK 2016 | Tech Trends 2016 TECHNOLOGY is constantly redefining our lives Each year, we give you a full report of the key trends for 2016 >>> CHECK OUT THE 2016 REPORT
- 3. © GfK 2016 | Tech Trends 2016 >>> CHECK OUT OUR BLOG COMMUNICATE CONFIDENCE COLLABORATE The common themes throughout Tech Trends 2016
- 4. © GfK 2016 | Tech Trends 2016 YOUR 10 TECH TRENDS 2016 1 2 3 4 5 6 7 10 9 8
- 5. © GfK 2016 | Tech Trends 2016 TODAY, WE FOCUS ON 4 TECH TRENDS 4 6 7 9
- 6. © GfK 2016 | Tech Trends 2016 Watch the webinar recording or have a look at the slides presented
- 7. © GfK 2016 | Tech Trends 2016 The home is getting smart(er) >>> MORE DETAILS ON OUR SMART HOME INSIGHTS
- 8. © GfK 2016 | Tech Trends 2016 Smart home market Electronics manufacturers High street retailers Utility companies Multinational tech companies Online retailers Telecoms providers Mobile phone networks Financial service companies $$ $ “gold rush”
- 9. © GfK 2016 | Tech Trends 2016 Source: GfK smart home study 2015, 7,000 consumers, 7 markets 9/10 consumers are aware of the term “smart home” The SMART HOME concept appeals to consumers 50% globally expect it to impact their lives 78% agree it is an appealing
- 10. © GfK 2016 | Tech Trends 2016 Security & Control Smart Energy & Lighting Smart Entertainment & Connectivity Smart Health Smart Appliances 53% 50% 47% 44% 43% 82% 80% 81% 67% 75% Appeal of smart home category Extremely appealing Very appealing Consumers Leading Edge Consumers Leading Edge Consumers (LECs) indicate MARKET EVOLUTION Source: GfK smart home study 2015, 7,000 consumers, 7 markets
- 11. © GfK 2016 | Tech Trends 2016 Key barriers to adoption SMART HOME MARKET will grow slower than the hype suggests Knowledge of products 23% Concerns personal privacy 24% Cost to purchase 33% Concerns about tech communicating across different systems 19% Source: GfK smart home study 2015, 7,000 consumers, 7 markets
- 12. © GfK 2016 | Tech Trends 2016 Source: GfK smart home study 2015, 7,000 consumers, 7 markets 52% of LECs own at least one smart home appliance or device INCREMENTAL EVOLUTION to the smart home 27% of consumers own at least one smart home appliance or device Consumers Leading Edge Consumers 66% of consumers expect devices made by different vendors to communicate with each other.
- 13. © GfK 2016 | Tech Trends 2016 CLEAR COMMUNICATION of the benefits is key Consumers expect the smart home to … … work seamlessly … be easy to set up and easy to use
- 14. © GfK 2016 | Tech Trends 2016 Moving from a TECH-LED to a CONSUMER-LED MARKET Towards a smart(er) home COMMUNICATION CONFIDENCECOLLABORATION
- 15. © GfK 2016 | Tech Trends 2016 Online video – the age of the small screen
- 16. © GfK 2016 | Tech Trends 2016 Source: Cisco Visual Networking Index: 2014-2019 Current predictions suggest 80% of all consumer internet traffic will be video by 2019 Today you are witnessing the birth of a new global Internet TV network. With this launch, consumers around the world […] will be able to enjoy TV shows and movies simultaneously – no more waiting. With the help of the Internet, we are putting power in consumers’ hands to watch whenever, wherever and on whatever device. Co-founder and Chief Executive of Netflix, Reed Hastings, speaking at CES 2016 “
- 17. © GfK 2016 | Tech Trends 2016 Source: GfK ViewScape, January 2016 Have access to a TV set with “smart” features Connect their TV to the internet using another device such as set top box or games console 47% Increasing number of TV sets in the home equipped with internet connectivity 38%
- 18. © GfK 2016 | Tech Trends 2016 Source: GfK ViewScape, January 2016, *% of all viewing minutes on an “average day” New forms of online content are adding to the amount of video content that is available and that we consume on the average day 35%* Live/broadcast as scheduled 15% Timeshifted or Recorded 21% On demand or broadcaster catch up 29% Online website or streamed from an app
- 19. © GfK 2016 | Tech Trends 2016 TV Programmes New forms of online content are adding to the amount of video content that is available and that we consume on the average day 18 – 34 yrs.All adults 45% 26% 18% 11% 57% 23% 12% 8% % Movies Amateur online video Professional online video NEWS Source: GfK ViewScape, January 2016, *% of all viewing minutes on an “average day”
- 20. © GfK 2016 | Tech Trends 2016 All adults PC/Laptop Tablet Smart Phone TV Set% OUR TOTAL VIEWING TIME is now divided between multiple devices 18 – 34 yrs. 49% 27% 11% 13% 64% 19% 8% 9% Source: GfK ViewScape, January 2016, *% of all viewing minutes on an “average day”
- 21. © GfK 2016 | Tech Trends 2016 In 2016 and beyond, businesses need to consider: WHAT connected consumers are viewing WHERE they are when viewing it What DEVICES they view content on What would IMPROVE CONSUMERS’ EXPERIENCE
- 22. © GfK 2016 | Tech Trends 2016 Around the world in 80 mobile payments
- 23. © GfK 2016 | Tech Trends 2016 Source: GfK FutureBuy® 2015, 25 markets Europe APAC LATAM Middle East 9% 3% 6% 7% Percentage of PAYMENTS conducted by mobile phones in-store US market: estimated share of all PAYMENT TRANSACTIONS in 2015 The global MOBILE PAYMENTS MARKET is COMPLEX Other Credit Card Cash Mobile Device Debit Card 3% 38% 29% 4% 27%
- 24. © GfK 2016 | Tech Trends 2016 “Easier” “Faster” “More efficient” “A major convenience” “How I pay whenever possible” 17% 19% 9% 17% 11% Source: GfK FutureBuy® 2015, 25 markets % of US shoppers who agree mobile payments are … Consumers Leading Edge Consumers 61% 65% 49% 59% 51% LEADING EDGE CONSUMERS are at the FOREFRONT of mainstream mobile payment adoption
- 25. © GfK 2016 | Tech Trends 2016 PAY Adoption varies ACROSS GEOGRAPHIES Mature markets hampered by existing payment mechanisms Developing markets leapfrogging to innovative mobile payment solutions
- 26. © GfK 2016 | Tech Trends 2016 In the UK one half (49%) of consumers said that MOBILE PAYMENT is a “GIMMICK” Making payments with my MOBILE DEVICE is more SECURE than other methodsSECURITY PRIVACY Two main BARRIERS remain India United Kingdom United States 52% 41% 23% 16% China Source: GfK FutureBuy® 2015, 25 markets
- 27. © GfK 2016 | Tech Trends 2016 Achieving mobile payment “ZEN” Rewards and incentives
- 28. © GfK 2016 | Tech Trends 2016 Source: GfK FutureBuy® 2015, 25 markets Making payments on my MOBILE DEVICE makes my shopping MORE EFFICIENT South Korea 44% 66% 56% China India United States 22% 31% 30% Poland United Kingdom MOBILE PAYMENT BETTER BUSINESS =
- 29. © GfK 2016 | Tech Trends 2016 What to expect in 2016 Focus on consumer value proposition Increased personalization Consumers increasingly recognizing the benefits More partnerships More product launches
- 30. © GfK 2016 | Tech Trends 2016 Game of Drones
- 31. © GfK 2016 | Tech Trends 2016 Source: Mary Meeker, Internet Trends Report 2015 DRONES – an expanding market with a huge potential An estimated 4.3 MILLION units of drones were shipped in 2015 Up 167% year-on- year Generating revenue of US$1.7bn
- 32. © GfK 2016 | Tech Trends 2016 In business, drones present an opportunity to REDUCE COSTS and INCREASE EFFICIENCIES Amazon Objective to deliver packages of max 2.5kg to consumers in less than 30 minutes using drones easyJet Airline using drones to carry out safety inspections of its aircrafts
- 33. © GfK 2016 | Tech Trends 2016 Source: GfK Point of Sales Tracking, sales of drones (with video functionality only), July-September 2015, UK market Generated £12 Million value in 2015 Growing sales of CONSUMER DRONES December 2015 alone represented 45% of the year’s sales Showing BIG gifting potential
- 34. © GfK 2016 | Tech Trends 2016 Source: GfK Point of Sales Tracking, sales of drones (with video functionality only), July-September 2015, 12 markets The drone market is still YOUNG Challenges to OVER- COME Limited “sense and avoid” technology Weight-carrying restrictions Lack of night vision Short battery life There’s still A LONG WAY to go
- 35. © GfK 2016 | Tech Trends 2016 In 2016 More BIG NAMES entering the market Businesses INNOVATING to meet needs of connected consumers Improving TECHNOLOGY and industry regulations
- 36. © GfK 2016 | Tech Trends 2016 10 Tech Trends for 2016 GfK Smart Home Study GfK Point of Sales Tracking & Forecasts GfK Future Buy® GfK Consumer Life Reports Contact: TechTrends2016@gfk.com GfK ViewScape Mobile World Congress Questions?
Hinweis der Redaktion
- Smart home gold rush – loads of diff types of organizations getting involved in this exciting market But technology is driving it’s evolution…not consumers So how can brands maximize the opps in this market and make it more consumer focused? Going to use some insights from our recent smart home study to support our story
- Good thing is that most consumers like the idea of the ‘smart home’ Awareness is high, the concept is appealing
- We can look to LECs as indicators of how a market will evolve – these are early adopters, passionate about tech, often influential Clearly see that LECs are ahead in terms of finding certain smart home categories appealing – they appreciate the potential the smart home offers them Security and control, and smart entertainment particularly high for them
- Evolution can happen very smoothly. But there are barriers that need to be considered/addressed. Classic tech barriers were seen to come out strongly. Knowledge linked to how does it work? Is it seamless? How can I make my home smart? Do al the devices work together? And while privacy is often something consumers are aware of, here it came out we found it came out at the same level as knowledge of products being a barrier. Exponential amount of data will produced from the smart home. In particular, when looking at the individual markets, privacy came out strongly in Germany, China and South Korea – not so much of an issue currently in UK, US. Again, need to look at individual markets, e.g. Germany – tight data protection controls China & S Korea – sensitivities around government authorities monitoring consumer data, etc. – particularly around entertainment Need to reassure consumers where their data goes
- Adoption is currently piecemeal – often it may be part of a replacement cycle (e.g. replacing a TV with a smart TV because these are now quite prevalent) Incremental evolution, not an overnight revolution
- Today’s connected consumer expects the smart home to be simple and work seamlessly Challenge is for one providers to work together to meet consumer expectations and needs There will likely be interesting partnerships Communication of benefits + consumer education are key Consumers currently lack understanding and knowledge or how it can benefit their lives Plus, as we’ve seen, privacy is a key concern for consumers
- In 2016, players need to ensure this market moves from being tech-led to consumer-led This can be achieved with three key steps: Communicating the benefits to consumers Collaborating with other players in the market to deliver a seamless experience Giving consumers the confidence they need from a data privacy and security stand point
- Global mobile payments market is complex, fragmented…and small (as we see on this slide) Many diff solutions Varied implementation & uptake But connected consumers are keen to pay by mobile So how can brands maximize the global picture now + in future?
- Adoption rates vary by geography Mature markets hampered by existing payment mechanisms While Africa + Asian markets have leapfrogged to mobile payments in diff shapes and forms – think about Kenya and China
- But mobile payments won’t see blanket adoption in 2016 2 barriers – security and privacy We argue mobile payments is actually more secure…just that the message in the media is negative The industry needs to get the message across to consumers that it is safe…and convenient! Also opportunity for personalized offers
- For the market to really work and respond to consumers’ needs, especially in backward developed markets, three industries need to work closer – technology, financial services + retailers It will mean a more efficient in-store experience and integrated – and personalized – rewards and discounts Just thinking of existing examples – Starbucks offers free coffees to loyal customers – Uber offers free rides and offers, etc.
- Mobile payment helps improve POS experience As more consumers see the benefits, more will adopt it and expect it to work seamlessly Retailers who get on board = increase in loyalty Will see consolidation in 2016 as more partnership are announced with retailers And a more consumer-focused approach = more personalized offers
- The technology has existed for years, but the extensive use of drones is only now being realized Captured the attention of consumers, media and businesses looking to push innovation in this space In 2016, will continue to see improvements in technology and falling costs The market has huge potential
- Businesses will use drones to meet the high expectations of connected consumers Amazon is a company taking the lead here – it hopes to use drones to deliver around 90% of its packages if it can overcome current weight and flight time limitations Showing how drones can be a catalyst to reduced cost and increased efficiency
- Europe is the largest regional market for consumer drones Currently, 2 manufacturers account for around three quarters of the market’s total sales value – Dajiang and Parrot But this is moving now beyond a consumer market – fulfilling deliveries as we’ve seen with Amazon, even being used to transport people as seen at CES from Chinese manufacturer Ehang Big tech players are entering the market – Amazon, Google, Facebook, GoPro – signalling the opportunity this market presents
- There’s still a long way to go A number of challenges still to overcome – also offers exciting opportunity though for players entering the space Progress rests partly on evolution of automation technology We believe that developing reliable, efficient “sense and avoid” and self-powering technology through automation is the single most important factor for the drone industry today Without it, there can be no drone presence in urban areas – America’s Federal Aviation Authority (FAA) is still testing drone deliveries
- 2016 will continue to see innovators pushing the boundaries of what drones are capable of – we’ve already seen this at CES More big names will enter the market, while other smaller tech companies will gain headlines Drones will increasingly experiment with how they can use drones to reduce cost and increase efficiency Industry regulators will be pushed to move with this fast-moving market – this will underpin the extent to which we’ll see these devices in the skies