megatrends and mobile payments - economia€¦ · megatrends and mobile payments richard hospodský...
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Megatrends and mobile payments
Richard HospodskýGfK Czech
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1. GfK Roper Study: What are the Latest Global Trends?
2. How About a Rich Life?
3. Extreme Shoppers
Agenda
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The Roper Study
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Western Europe§ France§ Germany§ Italy§ Spain§ Sweden§ UK
Central/Eastern Europe§ Czech Republic§ Poland § Russia§ Hungary*§ Ukraine*
Developed Asia§ Australia§ Japan§ South Korea§ Taiwan
Developing Asia§ China§ Indonesia§ India§ Thailand
About Roper Reports® Worldwide
North America§ USA§ Canada
Latin America§ Argentina§ Brazil§ Mexico§ Peru*
Middle East/Africa§ Turkey§ South Africa§ Egypt
L o ng e s t –running s yndic a te d g lo b a l c o ns um e r tre nd s tudy w ith a his to ry g o ing b a c k to 1 9 9 0 ’s
§ Macedonia*§ Serbia*
ü Conducted annually for 15 yearsü 37,500+ consumers each yearü 25+ countriesü Consumers aged 15+ü Approximately 1,500 consumers per market ü Covering ca. 83% of global GDP
* Additional markets in 2012
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Global Drivers
6 Global Drivers that are beyond consumers’ control, but are the root causes of consumer change, affecting not only patterns of behaviour but also, over time, underlying value systems.
1. Financial Change2. Technology3. Population & Demographics4. Environment5. Globalization6. Changing Business Model
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The Desire for a Richer Life
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ü Consumers are more pragmaticü Consumers are still uncertain and more reserved
A time for aspirationsA time for changeA desire for THE RICH LIFE
Consumers are concerned, yet they have a strong desire for a richer life
But consumers have already moved on..
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Roper Reports Worldwide 2012, (short trend, core 25 markets) QC1/C2
Rich Life = Thinking and doing ‘Your Way’
Freedom “Having freedom of action and thought”
Globally +3 ranks from 2008 to #6 today
Self-reliance “Being self-reliant, choosing your own goals”
+2 to #4
Individuality “Being different from others”
+8 to #36
+3
+2 +8
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When people around the world think of “the Good Life, the life you’d like to have,” more say it means…
The rich life | A yearning for experiences
Roper Reports Worldwide 2012 (short trend, core 25 countries), QI1
Free time/leisure time 50%, +4 points from 2008
Travel for leisure 45%, +4 points from 2008
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When people around the world think of “the Good Life, the life you’d like to have,” more say it means…
The rich life | Being in control and safe
Financial security 66% globally, +4 points from 2008
Control over one’s own life 52%, +4 points from 2008
Roper Reports Worldwide 2012 (short trend, core 25 countries), QI1
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Less people around the world think “the Good Life” means…
What’s out | Checking off the traditional boxes
A luxury car or second car20%, -5 points from 2008
Down in 15 of 25 RRW countries
A home you own 65%, -5 points from 2008
Down in 17 of 25 RRW countries
Children 50%, -6 points from 2008
Down in 18 of 25 RRW countries
A college education 21%, -8 points from 2008
Down in all 25 RRW countries
Roper Reports Worldwide 2012 (short trend, core 25 countries), QI1
12Roper Reports Worldwide 2012, (short trend, core 25 markets), QB1,B2
21% entertain weekly
55% entertain monthly
Entertaining guests at home, %
(Down 4 pts from 2008)
(Down 7 pts from 2008)
Relationship building is declining
Mean hours spent socializing with friends around town (including those who say 'none‘)
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0
10
20
30
40
50
60
70
80
% of Internet users who visited an online community or social networking site in the past 30 days
19% of global consumers visit social networking sites on their mobile phones (+6pts from 2011)
Yet, we feel that our networks continue to grow . . .
Roper Reports Worldwide 2012, (short trend, core 25 markets), QO8 and QO4
14Roper Reports Worldwide 2012, (short trend, core 25 countries) QN1
% who have recommended product/service to the following types of people in the past 12 months
Relatives outside the home Work or school
Others, just friends Through family’s or children’s activities
Social organization or club
Haven’t met personally, but know through online sites
Through place of worship Civic org. or community group
31 4
3
18 2
9
17 2
6
26
914
610
610
46
47
Neighbors
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. . . which results in greater influence
2010
2012
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The New Shopper
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The New Shopper
Is always connected
§ Has immediate access to all kinds of information
§ Is actively evaluating/comparing prices§ Uses multiple channels – online and
offline – to search, evaluate and purchase
§ Provides feedback using social media during and post purchase
§ Sets high expectations to meet his/her needs anywhere, anytime
Seeks Input Offline and Online at Increasing Rates
§ Go to company website AN D ask a salesperson
§ Seek out 3rd-party info AN D go online for reviews
§ Ask a friend AN D use a cell phone at retail
+62%
+64%
+94%
MORE IN CONTROL HY B R ID TAC T IC S
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The Emergence of a New Shopper Profile
Source: GfK Futurebuy, 2011
Competitive Optimistic
These behaviours are driven by a mindset and cut across category
and demographic segments
Connected
Xtreme Shopper
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““
“
“
Xtreme Shoppers are innovative, proactive and feel in control of the shopping process
Source: GfK Futurebuy, 2011. % Agreement shown
I a m u s in g n e w w a y s a n d in fo rm a tio n to fin d th in g s I n e e d
I fe e l I’m m o re in c o n tro l th a n e v e r in s h o p p in g
I a m le a rn in g h o w to s h o p m o re e ffic ie n tly a n d b e tte r th a n b e fo re
It’s a b e tte r tim e th a n e v e r to fin d rig h t p ro d u c ts a t rig h t p ric e s
82%
91%
75%
84%
82%
83%
86%
85%
““
“
“
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““
““
“
“
“
“
Xtreme Shoppers use the (mobile) web to search, evaluate and purchase
Source: GfK Futurebuy, 2011. Change in shopping habits vs. YAG
I a m u s in g th e in te rn e t to fin d p ro d u c ts I w a n t
I re s e a rc h p ro d u c ts o n th e in te rn e t
I a m s h o p p in g fo r p ro d u c ts o n th e in te rn e t
I a m u s in g th e in te rn e t to p u rc h a s e p ro d u c ts
69%
77%
68%
75%
65%
70%
62%
67%
% Shoppers Doing More
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U.K.
Total Europe
42%Total Europe
37%Total US
Source: GfK Futurebuy, 2011. 31% in 2009 in Total U.S.
Xtreme Shoppers are a global phenomenon. They are members of a new (flexible) urban middle class
Asia will follow
% Xtreme shopper incidence
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Source: GfK Futurebuy US, 2011
reports owning smartphones5 10
out of
Use it for more
than an hour a
day
8 0% Use it at
least 2 hours per
day
2 5%
The explosion of smartphones and tablets will accelerate the growth of this group
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Is Online Shopping Replacing Physical Stores?
“WE TEND to overestimate the effect of a technology in
the short run and underestimate the effect in
the long run” Roy Amara; American futurologist*
*Source: The Economist - Feb 2012
?
23*Source: GfK Retail and Technology (Europe–based Purchase Data)** Source: Forrester Research (based on trends in monthly retail sales figures releases by the U.S> Census Department
Growing online engagement is reflected in higher online purchases
7 % S ha re
62% growth vs.
2011
9 % S ha re
Online sales projections across all product categories in the U.S.**
2011 2016 (projected)
$202b
$327b
…still Bricks & Mortar keeps over 80% of the market
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Howdo we engage them to win?
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Xtreme Shopper Implications
Shoppers under tremendous pressure to obtain value
Digital technology redefining the paths to
purchase
Retail follows shoppers and
delivers unique experiences
Digital will continue to
changeat the speed of
light
C ha lle ng e s & O ppo rtunitie s :
Anticipate andact boldly
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To sum up
C ritic a l N e e d fo r S ho ppe r-C e ntric S o lutio ns
X tre m e S ho ppe r’s E m pow e rm e nt
§ K no w m e§ E ng a g e m e§ P rovide info rm a tio n § G ive m e g o o d v a lue fo r m y
m o ne y
§ Ma ke it e a s y fo r m e§ K e e p it fre s h§ N o b a d s urpris e s§ E nte rta in m e§ Ma ke m e lo o k g o o d/s m a rt§ B e s o c ia lly re s po ns ib le
S ho ppe r Ma nife s to
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Penetration of Mobile Payments in the Czech Republic
28PP10. Are you interested in usage of your mobile phone like a payment card
Interested in using mobile phones as credit card
Younger people, men, people with primary education and richer respondents are more than others interested in usage of their mobile phone as a payment card.
Bank
clie
nts
with
mob
ie
phon
e
(N=948)
(N=719)Res
pond
ents
In
tere
sted
in u
sing
Pa
y Pa
ss w
ith M
F
*) Low basis
29PP7. Do you know you can pay with your mobile phone?PP8. Have you ever used your mobile phone to pay?PP9. What did you pay?
Payment by a mobile phone
Awareness about mobile
phone’s possibility to pay
Ever used mobile phone to
pay
0 0,1 0,2 0,3 0,4 0,5
N=581
Bank clients with mobile phone (N=948)
N=163
What did you pay?
Although 61% of respondents are aware of the possibility to pay via a mobile phone, only one half (28%) of them has ever used their mobile phone for a payment. The most common payment by a mobile phone is buying a electronic ticket in a public transport (44%). The same portion (42%) of respondents are experienced with a classical banking money transfer via mobile.