Latest data release captures consumer attitudes, behavior covering 6,500 products in 600 categories

New York, NY; March 4, 2015: The latest release of product insights from the GfK MRI Survey of the American Consumer™ shows that early adopters of digital payment services are not just tech savvy and knowledgeable about finances; they also are more likely to be “super influential” consumers who are willing to take investment risks.

In surveying consumers ages 18-plus, GfK MRI asked about their use of digital payment services other than PayPal – among them offerings from Apple, Google, and MasterCard – in the last 30 days. Men make up 54% of the digital payments market, versus 46% for women, according to the Fall 2014 data release distributed last week to GfK MRI clients.

Digital payment services users are 178% more likely than all adults to qualify as Home Electronics Super Influential Consumers, based on their:

• having a deep familiarity with electronics,
• making frequent recommendations across broad social networks,
• being highly trusted, and
• being considered a word-of-mouth leader for products and services.

The new GfK MRI data also show that payment service users are 63% more likely than other adults to be Finance/Investment Super Influential Consumers, and 30% more likely to agree (“completely” or “somewhat”) with the statement “I like to take risks when investing for the chance of a high return.” They are also 35% more likely to agree with the statement “I find the ups and downs of the financial markets exciting.”

Users of digital payment services are young—adults ages 25 to 34 represent 30% of the market, and their median age is 36. The median household income for digital payments users is about $72,000, and 66% have attended or graduated college.

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.

Additional new data points included in the Fall 2014 release include:

AUTOMOBILES AND OTHER VEHICLES

• App/Internet Connectivity

 INTERNET & CATALOG SHOPPING

• Etsy.com

MEDICAL INSURANCE

• Obtained via State or national healthcare exchange

TELEVISION SETS

• 4K Ultra HDTV

CELL/MOBILE PHONE “APPS”

• “Daily Deal”
• Fitness
• Food/Cooking
• Healthcare
• Magazine
• Movies
• Newspaper
• TV/Cable
• Other Entertainment

​PERSONAL COMPUTERS AT HOME OR AT WORK

• Google Chrome OS (Chromebook)

PACKAGED FROZEN, REFRIGERATED PASTA

Gluten Free

ORGANIC FOODS

• Juice

YOUR INTENTIONS

• Rollover from pension/IRA/401(k)

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About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com/en-us/. Follow GfK on Twitter