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GfK Retail and Technology On Top of the Digital World

October 2010 saw GfK Retail and Technology launch 'Digital World', a unique database of actual, real-time sales of all technical consumer goods. The service allows goods to be tracked and analysed across every continent and represents a milestone for the electronics industry.

Digital World Business Unit Director Olivier Malandra, recently interviewed for gfkrt.com on the subject, explains more… 

Digital World – A Background

'Digital World' at a global (European and world wide) vision of technical products that we call TCG (Technical consumer Goods) covering CE, IT, Photo and Telecommunications

In total the group consists of 20 products that represent 90% of the Technical goods turnover, from TVs, PC's, and mobile phones, to cameras and digital storage. All countries tracked by GfK are involved which is over 80 nations worldwide. Our relationship with the CEA, the North American industry association grants us access to the North American market.

Information is presented as both a global table as well as via individual product focus. Both of these are available on a monthly basis and contain data in both volume and value terms. In addition we can also provide forecasts, which is particularly significant for the industry.

Why is this Data so Valuable?

The data allows clients to understand the global directions and 'mega' trends of the electronics industry. In addition, developments on a regional and local level can also be drilled down to. This is extremely helpful in assisting clients with decision-making, budgeting, strategic planning and forecasting.

We believe our key customers will be divided into six principal groups. Firstly, the classical manufacturers who will receive an immediate and consolidated industry view. Chinese manufacturers are able to access significant foreign data at an affordable price, the first step before entering into the panel details. Components manufacturers are able to better understand demand for finished goods. Global Distributors can analyse trends and developments directions on a world-wide scale and Government and non-government officials can gauge the impact of their policies and legislation. Finally, the major Global players gain invaluable insight on a truly world-wide scale into the market for the first time. The nature of business is more 'global' than ever which makes Digital World’ so relevant.

Data is derived from over 400,000 outlets around the world. Only GfK can provide such a precise view thanks to this worldwide database. We're not simply asking manufacturers for their sales-in information or their point of view. We have real and solid data. Not only that – we also have forecasting capabilities, which is an industry first. With annual forecasts we can provide the industry with a clear, fact-based view of the digital universe as well as a window into the future trends and developments of tomorrow.

GfK and the CEA

Thanks to our long-standing business relationship with the Consumer Electronics Association (CEA), we can provide a comprehensive global picture with the addition of US manufacturing sales data. The CEA is the industry authority for the consumer electronics industry in North America. The CEA also hosts the international CES event which we will be attending once more in January 2010 and showcasing Digital World in depth. 

The Story So Far

Digital World has already revealed several key findings. The global impact of the economic recession, the winners and the losers (Europe and the US have certainly suffered in 2009); TV, PC and mobiles now represent almost 70% of the total business. Only three product categories have generated additional turnover in 2009 over 2008. Asian countries are strongly pushing growth at present.

2010 & Beyond

The economy is improving everywhere except Western Europe.  The global total should stay flat with fairly balanced results. The US is likely to remain negative, but will see a drastic improvement in 2010. Western Europe will decline further, as will Japan. In terms of products: LCD TVs, Laptops and Blu Ray Players will drive the growth in volume terms although value is another story entirely.

As mentioned, GfK Retail and Technology will be participating in 2010 International CES in January. This year is particularly exciting as we have the opportunity to showcase 'Digital World' (amongst other services) in a live presentation at our booth and we very much look forward to sharing this with the international CE delegation.