Part of our UX Trends: 2016 and beyond event, 17th March 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

3. © GfK 2016 | Tech Trends 2016
YOUR TECH
TRENDS
2016
1
2
3
4 5
6
7
10
9
8

4. © GfK 2016 | Tech Trends 2016
COMMUNICATE
CONFIDENCE
COLLABORATE
The common themes throughout
Tech Trends 2016

5. © GfK 2016 | Tech Trends 2016
Focussing today’s discussion on two of the key trends that we
have the biggest needs for an improvement in the UX

6. © GfK 2016 | Tech Trends 2016
The home
is getting
smart(er)

7. © 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”

8. © 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

9. © 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

10. © 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

11. © 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.

12. © 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

13. © GfK 2016 | Tech Trends 2016
Moving from a
TECH-LED to a
CONSUMER-LED
MARKET
Towards a
smart(er)
home
COMMUNICATION CONFIDENCECOLLABORATION

14. © GfK 2016 | Tech Trends 2016
Around
the world in
80 mobile
payments

15. © 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%

16. © 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

17. © 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

18. © 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

19. © GfK 2016 | Tech Trends 2016
Achieving
mobile
payment
“ZEN”
Rewards
and incentives

20. © 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
=

21. © 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

22. © GfK 2016 | Tech Trends 2016
What are the implications for UX?
1
2
3
4
5
It’s about understanding the broader experience
It’s not about the technology, it’s about fulfilling real needs
Creating intuitive, joined up experiences
Creating trust, demonstrating security
Building consumer confidence

23. © GfK 2016 | Tech Trends 2016
Thank you
for joining us
10
Tech Trends
for 2016
GfK
Smart Home
Study
GfK
Point of Sales
Tracking
GfK
Future Buy®
GfK
Consumer
Life Reports Contact:
TechTrends2016@gfk.com
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World
Congress