GfK MRI Adds Tablet, Health Insurance Data Points with New Release of Trendable Product Use Database 

GfK MRI’s latest release of product insights from its Survey of the American Consumer® includes new data points on tablet sharing, health insurance choices, viewing of out-of-home advertising, and other consumer activities.

GfK’s unmatched consumer database is derived from continuous interviews with approximately 25,000 US adults each year. As part of the Survey, respondents record their consumption of some 6,500 products in nearly 600 categories and provide details about their lifestyles and attitudes.

“GfK MRI delivers the standard-setting measurement of magazine reading – but that represents just a fraction of the data we collect,” said Florian Kahlert, Managing Director of GfK MRI. “We capture information on every aspect of consumers’ lives, from exercise to dining out to grocery shopping. GfK MRI offers marketers an unmatched window on consumers’ behaviors and preferences, all based on rigorous research; the result is smarter targeting, product development, and media planning.”

New data points included in the Spring 2014 release include:

• tablet sharing between parents and children
• changes in medical insurance in the past 12 months, and factors involved in choosing a new medical insurance provider
• viewing of out-of-home video advertising in taxicabs
• viewing of CNN Airport Network television
• use of the Google Chromecast and Xbox One entertainment systems
• consumption of hard cider, focusing on five key brands
• purchase of women’s lingerie and undergarments

Among other things, the new data show that 40% of tablet-owning parents share their tablets with a child, and that, compared to all US adults, hard cider drinkers are 76% more likely to be members of the Millennial generation.

Clients have instant access to GfK MRI’s consumer database, which includes trends of up to 20 years for some categories, through an easy-to-use online interface, MEMRI.

About GfK

GfK is one of the world’s leading research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en