Atmedia research: How media effects our shopping habits?

By: Gyarmati Orsolya Date: 2021. 11. 12. 19:00

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Atmedia and Gfk Hungária examined the media usage of main shopping groups of GfK household panel . The results were then compared to FMCG shopping volumes. It turned out that each media channel ’has’ a main shopping crowd focusing ont hat specific medium and even the smallest group spends hundreds of billion forints in FMCG.

László Karácsony: All groups mean a huge crowd and a significant FMCG shopping volume

In May, 2021, GfK asked main shoppers in 4000 households about their preferences in different media types. The answers of 3477 shoppers were then organized in clasters and assigned one year long FMCG shopping volumens to them.

’This is an interesting and future based projekt for us, as we expanded our data about customer habits with the unique new area of Household panel. By doing this, our innovative research solutions provide answers concerning the presence and the future of different markets, brands and medium types’, Tünde Turcsán, Head of Consumer Panel, GfK.

László Karácsony, strategic and marketing director of Atmedia told: ’Each media type has a main shopper group for which the selected channel is highly important. All groups mean a huge crowd and a significant FMCG shopping volume. With the joint usage of the three media types (TV, internet, radio) we won’t miss any of those groups.’