Los limites de

la experiencia
digital
¿Cómo hemos
cambiado?
Carolina Cuneo
Head of Marketing & Consumer
Insights GfK

GfK 2022
© GfK
 Health | Frequency of stress
How often would you say you personally feel stress and tension?
(%)

Quite often
16
23
Fairly often
Occasionally
26 Almost never
31

39
33

17
12

Global Chile

Consumer Life Global 2021, H31 (global = core 18 countries); *row percents are read across rather than down; **income quartiles
GfK Consumer Life Global 2021 Market Brief: CHILE © GfK
 Lifestyle | Economic events

Have you, or has anyone in your household, experienced any of the following in the past twelve months?
(2011 and 2021)

2021 % Global Chile

POSITIVE EVENTS (net) 37% 30%

Job advancement (new job, promotion, bonus, etc.) 20 15
Increasing value of savings and investments 19 12
Financial windfall (inheritance, gaming winnings, etc.) 10 12
NEGATIVE EVENTS (net) 55 71

Job distress (job loss, layoff, cut in pay or hours) 26 41

Decreased value of savings and investments 25 29

Difficulty paying monthly bills 24 37

Difficulty paying off credit / debt 18 27

Housing distress (loss of home, difficulty paying rent or mortgage,

12 12
difficulty buying or selling home)

NONE 23 13

Consumer Life Global 2011 and 2021, L14 (global = core 18 countries)
GfK Consumer Life Global 2021 Market Brief: CHILE © GfK
GfK IPEC

La percepción económica aun se encuentra

en un territorio tremendamente pesimista

Índice Percepción de la Economía

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GfK IPEC

Y la percepción de alza en los precios se

encuentra en uno de sus niveles más altos

Expectativas de inflación

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 Mood | Buying conditions
Considering both the availability and cost of things today, as well as your present financial circumstances, do you think…?
(%, 2020 and 2021)

10 8
21 17 Now is a good time to buy
Someplace in between
31 34 Now is a good time to wait

30
32 Don't know

52 52
40 42

9 9 7 6

Global 2020 Global 2021 Chile 2020 Chile 2021

Consumer Life Global 2020 and 2021, A6 (global = core 18 countries); *row percents are read across rather than down; **income quartiles
GfK Consumer Life Global 2021 Market Brief: CHILE © GfK 7
 Satisfacción consumidor

Nunca habíamos 40%

37% 37%
- 8 pts
32%
estado ante un 24%
consumidor tan
insatisfecho
2017 2018 2019 2020 2021

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Y nos preocupamos más que nunca de contarle a nuestros
cercanos cuando tenemos una buena experiencia
Obligando a la marcas a ofrecer una mejor experiencia

Evolución Recomendación

53% 55%
64% + 9 pts

2019 2020 2021

© GfK
 Deseos de Consumir

25-Mar-22 © GfK 11
 El consumo como esperanza de felicidad

25-Mar-22 © GfK 12
 Impulse shopping

34%
% buying ‘more than
planned’ (Last trip – 28%
All categories)

Global Chile

FB_05: Thinking about the last time you purchased [CATEGORY], did you….

25-Mar-22 Title of presentation (Insert / Header & Footer / Apply to All)

BACK TO CONTENTS © GfK 13
 El encantamiento
con el online

25-Mar-22 © GfK 15
Fuente: Chile 3D GfK
 Compra online último año
71 73
58 62 63
56
Ha comprado online

La compra 73% 2016 2017 2018 2019 2020 2021

online ha
llegado para Sexo Zona

quedarse 73 71 72 75
80 79 74 68 68 73
77 76 79 74

…y de forma Hombre Mujer Norte C. Norte RM C. Sur Sur

transversal entre los
Generación GSE
distintos niveles 80 80 87 85 90 88
81 83
2020 2021
68 73
sociodemográficos 75 69
60
72 75 73
57 64

Gen Z Millenials Gen X B. Boomers ABC1a C1b C2 C3 D/E

Base - 4765 casos: Encuestados que utilizan internet – © GfK

* Serie histórica calibrada por metodología 2021
3765 casos: Encuestados que han comprado online el último año.
 Zoom in LATAM | 2021
Importante aumento en la venta online en latam el 2020 que se instala.

Colombia
17% 13%
5% 5%

2021
2018 2019 2020
YTD

Brasil
Perú 38%
44%
26% 27%
22% 25%
7% 11%

2021 2021
2018 2019 2020 2018 2019 2020
YTD YTD

Chile
48% 52%
Argentina
20% 24%
31% 29%
11% 14%
2021
2018 2019 2020
YTD
2021
2018 2019 2020
YTD
17
25-Mar-22
Online Sales ShareValores USDTCG*2018-2021**
 Attitudes | Tech feelings

How does technology make you feel about the future? ∆ from
global
(%)

Excited 44 -1 pt

Confident 21 -11

Comfortable 28 -4

Do not care 3 0

Skeptical 8 0

Uncertain 23 +7

Worried 12 +2

Afraid 7 +3

GfK Tech & Digital Lifestyle 2021 study, TD_14

GfK Consumer Life Global T&D Market Brief: CHILE © GfK 18
 Online encuentro de todo

42%
Porcentaje de chilenos que consideran
que hoy puede encontrar de todo por
internet, + 15 ptos que en 2020.

Oportunidad para
la Omnicanalidad
23-Mar-21 ▪ Talking Tech: Today’s markets and tomorrow’s opportunities © GfK 20
Fuente: Chile 3D GfK
GfK Global

Los retailers y marcas ahora pueden ofrecer mejores

experiencias en línea que en las tiendas físicas

52% GfK Consumer Insights Engine:

NPS calificaciones de los
42%
De compradores De compradores
minoristas en línea superan las de offline
online
los minoristas tradicionales recomendaría al
recomendaría al
retail retail

Source: Consumer Insights Engine : All countries excluding China. All products. Q3/Q4’20. Thinking about your purchase experience, how likely would you be to recommend
[RETAILER / OPERATOR] to a friend or colleague?
23-Mar-21 ▪ Talking Tech: Today’s markets and tomorrow’s opportunities © GfK 21
 Shopping channels
How categories were shopped (all categories)
Global Chile

54%
46% 48%
44%
42% 41%

Shopped exclusively online Shopped exclusively in store Both

25-Mar-22
FB_02: Thinking about the last time you shopped for [CATEGORY], how did you shop?
GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 22
 Online and offline purchase factors

In-Store Online
Global Chile Global Chile
Let's me see and feel the products before Save money (better pricing, deals) 47% 45%
42% 44%
I buy Offers free delivery 44% 43%
Can get products sooner 39% 40%
Shopping is easier 40% 33%
Shopping is faster 38% 41%
Shopping is faster 34% 32%
Save money (better pricing, deals) 35% 39%
Better selection 29% 16%
Shopping is easier 35% 41%

FB_08a : Thinking about the last time you were deciding whether to purchase something online versus in a store, and decided to purchase in a store, what factors were most important
in driving your choice to purchase there? Please select up to 5 items.
FB_08b Thinking about the last time you were deciding whether to purchase something online versus in a store, and decided to purchase online, what factors were most important in
driving your choice to purchase there? Please select up to 5 items.
25-Mar-22 GfK FutureBuy® 2021 | CHILE Market Brief BACK TO CONTENTS © GfK 23
Nuevo punto de encuentro entre
emprendedores y compradores

57%
Ha comprador por alguna red social,
como Facebook o Instagram, abriendo
un mundo de nuevas oportunidades para
pequeños emprendedores. De quienes
debieron emprender por la pandemia, el
76% declara que vende sus productos
por redes sociales

© GfK
 Online purchase channels

Top 5 Online purchase channels (all categories)

Smart Global Chile
phones
72%
General shopping app/site
25%

15%
Retailer specific app/site
53%

11%
Brand specific app/website
13%

10%
Auction marketplace app/website
12%

7%
Social media platform
13%

25-Mar-22
FB_04a: When you shopped for [CATEGORY] on this occasion, did you make a purchase?
GfK FutureBuy® 2020 | CHILE Market Brief
BACK TO CONTENTS © GfK 26
 Technology | Frequency of social media visits

How often do you visit social media websites and/or apps like Facebook/Instagram, etc.?
(%)

Global Chile
80

70

60 67
50

40

30

20

10 18
0
3 3 3 5
Never Less often Weekly Every 2-3 days Every day Multiple times/day

Consumer Life Global 2021, TD_40 (global = 18 countries)

GfK Consumer Life Global 2021 Market Brief: CHILE © GfK 27
Borderless shopping
Y la nueva normalidad

▪ Compras 24/7 en cualquier lugar

▪ Onminicanalidad con intensidades

diferentes

▪ Repensando la Digitalización:
dinamismo, nuevos needstates y
fronteras difusas con el offline

25-Mar-22 © GfK 28
 SOCIAL COMMERCE LIVING SHOPPING

El social commerce es una forma de Consiste en generar ventas en tiempo real

comercio online que utiliza las redes
sociales como un canal más de
ventas, tanto de productos como de
servicios.

25-Mar-22 © GfK 29
GfK Global

Incluso con nuevas experiencias de compra,

apalancadas en las Redes Sociales
Transformar el viaje de compras
Incidencia de compras en redes sociales %

Uso de botones ‘compradores’ en Social Media

El comercio de transmisión en
vivo recibe otro impulso
17% durante COVID-19

Gen Z 30%, Millennials 23%

Developing Asia 50% (China 60%), Global 40% Google Shoploop: una
plataforma de compra en
video, "canal de telemarketing
para influencers"
Click shoppable posts/stories
on social networks

13%
Gen Z 30%, Millennials 21%
Developing Asia 36% (China 42%), Global 29%

Source: GfK Consumer Life, Tech & Digital Lifestyle 2020 study (Europe = BEL, FR, GER, IT, ESP, SWE, UK)
23-Mar-21 ▪ Talking Tech: Today’s markets and tomorrow’s opportunities © GfK 30
 Social media shopping

% incidence
31%
Click 28%
Global Use 42% Shoppable
‘buy’ buttons 45% posts/stories
Chile on Social Media on social
networks

25-Mar-22
FBS_1 Have you ever shopped on social media doing one of the following?
GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 31
 Implementado correctamente, el social commerce
combina la conveniencia del online shopping con la
credibilidad de la recomendación de los pares.

25-Mar-22 ▪ Title of presentation (Insert / Header & Footer / Apply to All) © GfK 32
 Social media attitudes

Social media shopping attitudes

(% Agreeing – t2b)
“Social Media “I get targeted with best
Global Chile
shopping is fun.”
products on Social Media”
46% 46%
Post Millennials
45% 42%
Post Millennials

53% 51%
44% 36%
Millennials Millennials

40% 42%
34% 29%
Gen X Gen X

27% 30%
34% 31%
Boomers Boomers

25-Mar-22
FBS_2: How much would you agree with the following statements?
GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 36
 ¿Y el futuro?

25-Mar-22 © GfK 39
 Shopping influences
and next big thing

25-Mar-22 ▪ GfK FutureBuy® 2020 © GfK 40

 Aun espacio para crecer
% Engaging in post activity
Global Chile

42%

33%

25%

16%

Sharing news of purchase on social media Reviewing product online

25-Mar-22
FB_10 Compared to a year ago, which have you been doing more of, after purchasing a product?
GfK FutureBuy® 2020 | CHILE Market Brief
BACK TO CONTENTS © GfK 41
 Shopping influences
Top 10 shopping influences (all categories)
Global Chile
Opinions of family/friends/colleagues 43%
38%
General shopping sites (e.g., Amazon) 40%
20%
Online reviews from other shoppers/users 38%
33%
Online reviews from experts 29%
31%
In-store displays 29%
16%
Price comparison/discount websites (e.g., PriceGrabber,… 28%
21% Other shopping influences
27% Information at shelf
Social media (e.g., Facebook, Twitter, Instagram, Pinterest) 24% -Global: 24%
26% -Chile: 26%
Brand websites 24% Online advertising
Product samples/demos 25% -Global: 23%
33% -Chile: 24%
TV advertising 25%
22%

25-Mar-22
FB_07: When shopping for the category, which of these influence you the most?
GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 43
 The future of shopping
% Trying and continuing (% mention)

Augmented Clicking on Speaking to Setting up a Using click

/virtual posts on a smart subscription and collect
reality social media speaker service services
Never heard of
Global Global Global Global Global
6% 17%
3%
10% 13% 6%
Not done but highly 7% 9%
26% 24% 12%
likely in the next year 20%
9% 21% 6% 14%
20% 10% 21%
Not done but somewhat
9% 17% 10% 18% 13%
likely in the next year 12%
19% 18%
12%
Have not done and will 18% 20% 14%
26%
not 9%
22% 25% 23% 30%
24%
Done it and not likely to
continue 23% 12%
19% 14% 33% 10%
Done it and will likely 51%
8% 24% 12%
continue 30% 27%
8% 5% 24%
16% 27%
7% 24%
8%
18%
13%

25-Mar-22
FB_13: Thinking about these new ways of shopping, which of these best describes your experience?
GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 44
 The future of shopping
% Trying and continuing (% mention)

Buying from a Taking survey to

Using parcel Purchase/Shopped
get matched with
direct selling items what had
lockers a personalized reusable packaging
agent product

Global Global Global Global

Never heard of
7% 7% 10% 5%
13% 15% 10%
7% 7% 9%
Not done but highly 19% 29%
likely in the next year 14% 9% 7%
17% 20% 17%
Not done but
9% 9% 21% 21%
somewhat likely in the 15% 15% 13% 9%
next year
Have not done and will 17% 15% 11% 13% 11% 15%
not 16% 20%
Done it and not likely to
continue 18% 29% 10% 10%

Done it and will likely 43% 45% 36% 44%

continue 9% 5% 31% 27%
29% 12%

ribes your experience?

25-Mar-22 GfK FutureBuy® 2021 | CHILE Market Brief
BACK TO CONTENTS © GfK 45
 Attitudes | Appeal of future technology

The following may or may not become part of everyday life in the next 20 years. Which of these do you find appealing?
(ranked by global)

% Δ from global Rank Δ from global

Language-translation software built into glasses or earbuds/headphones that enables you to
70% +9 pts #1 0 ranks
converse with someone who speaks a different language
Robots that fully automate household chores such as cleaning or laundry 51 -9 4 -2
100% self-driving or autonomous vehicles 48 -8 5 -2
AI/computerized doctors that can diagnose and address health issues 24/7 using remote digital
59 +3 2 +2
devices
An I.D. card that holds your complete medical history and health information 57 +6 3 +2
Personalized digital assistants that can talk to you and respond to your needs and emotions 40 -10 9 -3
A computerized kitchen that will mix, prepare, and cook meals for you 42 -4 8 -1
Robotic body parts that have superior strength and performance 46 +6 6 +2
Flying vehicles 32 -5 11 -2
Space tourism 43 +11 7 +3
Jetpacks or other devices that enable you to fly 33 +2 10 +1
NONE OF THESE 1 0 12 0

GfK Tech & Digital Lifestyle 2020 study, TD_1

GfK Consumer Life Global T&D Market Brief: CHILE © GfK 46
 La pandemia nos llevó a explorar territorios que se veían muy lejanos y hoy
los consumidores están más dispuestos a probar nuevas alternativas, que les
entreguen un beneficio claro y faciliten la vida.

Hoy más que nunca es momento de

arriesgarse e innovar.

... Y si entiendes te adelantas

23-Mar-21 © GfK 47
Muchas
Gracias
[email protected]

GfK 2022

© GfK