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1 © GfK November 10th 2016| World DAB GA
GfK Point-of-Sale Tracking
GfK Retail and Technology
Martina Hürbinger
November 10th, 2016
DAB Receiver Sales
World DAB General Assembly 2016, Vienna
2 © GfK November 10th 2016| World DAB GA
1. GfK Point of Sales (POS) Tracking
Methodology
3 © GfK November 10th 2016| World DAB GA
QUALITY CHECK
14.5 million products in our database
What sold where
at which price and when?
DATA COLLECTION
425,000 retail outlets
90+ countries
INSIGHTS DELIVERY
Regular reporting –
weekly, monthly, quarterly…
GfK Point of Sales (POS) Tracking
We help you track performance and optimize product strategy
4 © GfK November 10th 2016| World DAB GA
GfK Household Panel
GfK POS Panel
Retail Data
POS Data
Product Data
Buyer Data
Purchase Data
Equipment Data
Industry/Government Statistics
The Characteristics of the GfK Retail Panel
GfK POS Tracking Methodology
Retail (Internet and Traditional)
Consumer
Wholesale
Production Data
Shipment Data
Import/Export
Manufacturer Import
Export
Import
Export
Import
Export
Track market, feature share, brand performance and competition and analyze global and local market trends
Optimize product assortment, distribution and pricing strategy
Supply chain Tracking methods Information
Distribution Data GfK Distribution Panel
5 © GfK November 10th 2016| World DAB GA
Digital Radio Market
GfK POS Tracking Methodology
GfK Panel Market vs. GfK Total Market
Coverage Estimation: in most countries more than 80%
Products
Channels (Internet
and Traditional)
Clock
Radios
Portable
Radios
Radio
Boombox
Audio Home
Systems Tuner Receiver Car Audio (After Sales!)
Not included
Products
Electrical
Retailer
GfK Digitalradio Panelmarkt
e.g.
USB Sticks
Car Radios
(OEM)
Smartphones
Tablets
MP3 Player
Give aways
Digital Radio
Market
Mass
Merchandiser
Computershops,
Office Retailer
Telecom Retailer
Car Audio
Specialists
Not audited
Channels
e.g. Radio stations, Discounter, Direct Sales
GfK Total Market
6 © GfK November 10th 2016| World DAB GA
2. Sales of Digital Radio Receivers
7 © GfK November 10th 2016| World DAB GA
AHS, Tuner, Receiver, Radio devices (Table Top) Panelmarket Europe 12+AU. Feature Share | Sales Units % | Jan – Sep
GfK POS Panel
Digital Radio is growing and is gaining share in domestic radio.
Hybrid Radios nearly not available in the market.
1
15 15
6 7
79 77
2015 2016
Australia
8 8
58 54
18 19
17 19
2015 2016
Norway
1 1 5 6
34 35
60 58
2015 2016
Sweden
3 3
33 36
31 30
33 31
2015 2016
Denmark
1 2
13 14
6 7
80 77
2015 2016
Ireland
1 5 6
10 11
85 82
2015 2016
Austria
3 4
38 42
19 20
40 34
2015 2016
Switzerland
1 2 9 12
28 27
62 59
2015 2016
Netherlands
3 3 3 4
94 93
2015 2016
Italy
1 1
35 37
10 12
54 49
2015 2016
Great Britain
2 3
12 16
13
17
73 65
2015 2016
Germany
1 2
15 17
11 13
72 68
2015 2016
Total
Ths. Units
1 3 4
15 16
82 79
2015 2016
Belgium
1 1 5 6
94 92
2015 2016
France
Analogue Radio Internet Radio Digital Radio Hybrid Radio
9,340 8,364 2,478 2,105 1,389 1,254 2,472 2,317 619 563 362 341 375 333 171 140 294 269 97 90 74 66 138 126 43 41 827 720
1,479 1,614 452 541 265 304 132 147 18 25 164 158 68 69 81 83 33 36 7 8 72 63 78 74 45 42 63 64
1,997 2,143 393 505 905 943 30 35 19 20 51 66 13 17 166 171 16 19 16 17 76 77 11 13 148 118 153 142
170 223 77 107 27 35 6 10 1 1 5 11 2 4 14 17 2 4 2 2 7 5 3 3 20 18 3 6
+9%
-10%
8 © GfK November 10th 2016| World DAB GA
What is the situation by country?
9 © GfK November 10th 2016| World DAB GA
AHS, Tuner, Receiver, Radio devices (Table Top) Panelmarket Europe 12+AU. Feature Share | Sales Units % | Jan – Sep
GfK POS Panel
Same Sales Out Trend across all countries (except Norway):
Digital Radio on the rise, Hybrid Radios nearly not existent.
1
15 15
6 7
79 77
2015 2016
Australia
8 8
58 54
18 19
17 19
2015 2016
Norway
1 1 5 6
34 35
60 58
2015 2016
Sweden
3 3
33 36
31 30
33 31
2015 2016
Denmark
1 2
13 14
6 7
80 77
2015 2016
Ireland
1 5 6
10 11
85 82
2015 2016
Austria
3 4
38 42
19 20
40 34
2015 2016
Switzerland
1 2 9 12
28 27
62 59
2015 2016
Netherlands
3 3 3 4
94 93
2015 2016
Italy
1 1
35 37
10 12
54 49
2015 2016
Great Britain
2 3
12 16
13
17
73 65
2015 2016
Germany
1 2
15 17
11 13
72 68
2015 2016
Total
Ths. Units
1 3 4
15 16
82 79
2015 2016
Belgium
1 1 5 6
94 92
2015 2016
France
Analogue Radio Internet Radio Digital Radio Hybrid Radio
9,340 8,364 2,478 2,105 1,389 1,254 2,472 2,317 619 563 362 341 375 333 171 140 294 269 97 90 74 66 138 126 43 41 827 720
1,479 1,614 452 541 265 304 132 147 18 25 164 158 68 69 81 83 33 36 7 8 72 63 78 74 45 42 63 64
1,997 2,143 393 505 905 943 30 35 19 20 51 66 13 17 166 171 16 19 16 17 76 77 11 13 148 118 153 142
170 223 77 107 27 35 6 10 1 1 5 11 2 4 14 17 2 4 2 2 7 5 3 3 20 18 3 6
+9%
-10%
10 © GfK November 10th 2016| World DAB GA
Digital Radio incl. Car Audio After Sales, Panelmarket Europe 12 + AU
The Digital Radio market is growing further up to nearly 4 Mio. units.
Brand and model variety for the consumers has increased strongly.
3,329 3,522 3,847
Oct 13 – Sept 14
Oct 14 – Sept 15
Oct 15 – Sept 16
2,098 2,244 2,453
Jan – Sep 14
Jan – Sep 15
Jan – Sept 16
7,6 5,8 9,2 8,1 7,0 9,3
+/- % Previous Year (Units)
108 113 119 110 114 117
Price €
793
1,868
Jan – Sept 10
Jan – Sept 16
Number of Different Selling SKUs/Models
139
222
Jan – Sept 10
Jan – Sept 16
Number of Different Selling Brands
+136% +60%
% Increase rate
Sales Ths. Units
361 396
459
Oct 13 – Sept 14
Oct 14 – Sept 15
Oct 15 – Sept 16
231 257 287
Jan – Sep 14
Jan – Sep 15
Jan – Sept 16
+ % Previous Year Y (Value)
+12% +11% +16% +10%
Sales Mio €
%
11 © GfK November 10th 2016| World DAB GA
16 19 11
21
40 53
33
49
26 27 40
53
Europe 12 + AU Austria Germany Great Britain Switzerland Norway
Unweighted Selling Distribution in % Jan – Sep 16
In countries like AT and DE, DAB is still available in less shops than No DAB
Distribution Gap: Every 2nd shop selling radio, does also sell Digital Radio.
49% 39% 44% 77% 100% 100%
% Distribution Comparison Digital Radio No Digital Radio
12 © GfK November 10th 2016| World DAB GA
16 19 11
21
40 53
33
49
26 27 40
53
Europe 12 + AU Austria Germany Great Britain Switzerland Norway
Unweighted Selling Distribution in % Jan – Sep 16
In countries like AT and DE, DAB is still available in less shops than No DAB
Distribution: The more Digital Radio established, the closer its distribution
compared to no Digital Radio. For other countries the gap needs to closed.
49% 39% 44% 77% 100% 100%
% Distribution Comparison Digital Radio No Digital Radio
13 © GfK November 10th 2016| World DAB GA
3. Summary
14 © GfK November 10th 2016| World DAB GA
Summary of Sales of Digital Radio Market based on the POS Panel
The sales of Digital Radios are continuously growing strongly.
Increasing Number of SKUs/models and brands at the POS.
DAB is already a mass product in GB, CH and NO.
DE with strong growth rates on the way.
Digital Radios distribution gap is closed for established countries,
for new ones it needs to be closed.
Sales potential for retailers and manufacturers.
15 © GfK November 10th 2016| World DAB GA
Stay in touch
Martina Hürbinger
Marketing Manager
Global Consumer Electronics I Audio
GfK Retail and Technology POS
T +49 (0)911 3954354
16 © GfK November 10th 2016| World DAB GA
Your Growth from Knowledge
