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New wealth New world July 2013
This document summarizes the results of a Nielsen global survey of consumer shopping behavior that included over 29,000 online respondents across 58 countries. Some key findings include: 1) While core lifestyle values like family, education, and religion were widely shared, shopping preferences varied significantly by region, indicating a need for localized approaches. 2) Respondents in growth markets like Asia-Pacific and the Middle East were more likely to spend impulsively, seek out new and designer brands, and do additional research compared to developed markets. 3) Price sensitivity and deal-seeking were globally important but especially prominent in Latin America, Asia-Pacific, and the Middle East. Free gifts and in-store promotions strongly attracted
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New wealth New world July 2013
- 1. 1Copyright © 2013The Nielsen Company NEW WEALTH, NEW WORLD HOW AND WHY WE SHOP AROUND THE GLOBE JULY 2013
- 2. 2 NEW WEALTH,NEW WORLD
- 3. 3Copyright © 2013The Nielsen Company CONTENTS Introduction / Survey Methodology........................................ 5 SECTION I: LIFESTYLE VALUES AND SHOPPING SENTIMENTS......................................... 5 Core values align, women’s roles differ...................................6 The changing wave of wealth................................................ 8 The allure of a good promotion........................................... 10 Knowledge is power..........................................................12 Can desire to protect the environment convert to action?............14 SECTION II: CATEGORY PURCHASE CRITERIA, LOYALTY AND TOP SOURCES FOR INFORMATION........... 16 Health & Beauty.............................................................. 17 Food & Beverage............................................................ 20 Mobile Phones and Personal Electronics................................23 Non-FMCG................................................................... 25 SECTION III: THE POWER OF THE IN-STORE EXPERIENCE.............................. 29
- 4. 4 NEW WEALTH,NEW WORLD
- 5. 5Copyright © 2013The Nielsen Company THE IMPACT OF CULTURE ON CONSUMER BEHAVIOR Appreciate the similarities, embrace the differences. With seven billion people living in the world, new findings from a Nielsen global survey revealed that when it comes to core fundamental lifestyle values centered on family, education or religious aspirations, we are more alike than we are different. However, what drives our shopping preferences can vary considerably depending on where we live. A one-size-fits-all approach doesn’t work; understanding the habits and diverse needs of consumers around the world is critical for success in today’s shrinking world. The Nielsen Global Survey of Consumer Shopping Behavior included more than 29,000 online respondents in 58 countries. The findings shine a light on how consumers shop and what drives category purchasing. They revealed, for example, that more respondents in Asia-Pacific shopped impulsively and were attracted to designer brands than in any other region. Latin Americans were intensely brand-loyal and well-informed shoppers. North American and European shoppers were largely driven by price and Middle East/Africa respondents were environmentally savvy and influenced by professionals. Economic realities and the growing disposable wealth of consumers in growth markets were clear factors in the results, which surveyed respondents with Internet access. In growth markets in particular, respondents were voracious consumers, often exceeding the global average when it came to early adoption, affinity for aspirational brands, researching and deal sensitivity. Conversely, respondents in the developed regions of the world were often most skeptical, driven by price and least likely to be influenced by others. ABOUT THE GLOBAL SURVEY METHODOLOGY The findings in this survey are based on respondents with online access across 58 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration has not reached majority potential, audiences may be younger and more affluent than the general population of that country. Additionally, survey responses about purchasing habits are based on claimed behavior, rather than actual metered data.
- 6. 6 NEW WEALTH,NEW WORLD SECTION I CORE VALUES ALIGNED, WOMEN’S ROLES DIFFERED Spending quality time with families was most important among 80 percent of all respondents. More than three-quarters also agreed that family planning was essential (77%), women should have influence regarding important issues in the household (76%) and attaining a higher education was critical (78%). There was less global alignment, however, on the notion that a woman’s most important role was a housewife and/or mother, with respondents in Middle East/Africa (62%) and Asia-Pacific (53%) exceeding the global average of 43 percent. Fewer than one-third of North Americans (30%) and Europeans (31%) felt the same. Globally, more men (46%) than women (39%) believed the most important role for women is housewife or mother, but the majority of both genders agreed that women should have influence in matters pertaining to the household (women 82% vs. men 71%). Religion was an important guiding source for decision making among 71 percent of Middle East/Africa respondents, which far exceeded the global average of 32 percent. FAMILY TIES STRONG TRADITIONAL VALUES ARE FOUND IN PAKISTAN, COLOMBIA, VENEZUELA, INDIA, EASTERN EUROPE, AND ITALY DID YOU KNOW?
- 7. 7Copyright © 2013The Nielsen Company LIFESTYLE VALUES | PERCENT WHO SOMEWHAT/STRONGLY AGREE ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE Quality time with family is most important Traditional values are very important Family planning is important Women should have influence on important household issues Most important role for women is wife/mother Religion is important guiding source Higher education is important Secondary education is good enough 80 81 76 76 88 76 62 59 60 70 69 69 77 80 71 73 89 70 76 74 75 76 84 78 43 53 31 34 62 30 32 34 20 71 34 38 78 80 68 80 77 23 24 24 35 12 22 Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012 91
- 8. 8 NEW WEALTH,NEW WORLD THE CHANGING WAVE OF WEALTH With about one-third of global respondents often buying things they did not need and trying products earlier than others, impulsive spenders and early adopters were in the minority in all regions. But online respondents in Asia-Pacific and Middle-East/Africa exceeded the global average for both impulsive spending (AP 40% / MEA 39%) and early adoption (AP 45% / MEA 43%). Countries at the top of the list included growth markets, such as China, India, and Indonesia, where discretionary income is rising and consumption is expanding beyond the basics. Similarly, when it came to brand image, six out of 10 online respondents in Asia-Pacific were willing to pay extra for designer products (61%), exceeding the global average by 17 percentage points. The affinity for buying famous brands was also highest among online respondents in Asia-Pacific (55%) and Middle East/Africa (56%) markets, exceeding the global average of 47 percent. While consumers with Internet access I OFTEN BUY THINGS I DO NOT NEED IMPULSIVELY 52% THAILAND 48% INDIA 44% CHINA 42% EGYPT 42% SAUDI ARABIA I PREFER TO PURCHASE AND TRY PRODUCTS EARLIER THAN OTHER PEOPLE 56% INDIA 53% CHINA 46% INDONESIA 46% EGYPT 46% SAUDI ARABIA TOP 5 COUNTRIES SOMEWHAT/STRONGLY AGREE TO THE STATEMENTS BELOW Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 9. 9Copyright © 2013The Nielsen Company ASPIRATIONAL INTENTIONS INDIANS AND CHINESE ARE AMONG MOST IMPULSIVE AND BRAND IMAGE-DRIVEN SHOPPERS DID YOU KNOW? I AM WILLING TO PAY MORE FOR DESIGNER PRODUCTS THAN FOR THOSE WITH THE SAME FUNCTIONS 74% CHINA 59% INDIA 58% BRAZIL 56% VIETNAM 52% SOUTH KOREA I LIKE TO BUY PRODUCTS OF FAMOUS BRANDS 74% INDIA 74% ROMANIA 73% VIETNAM 62% CHINA 62% PAKISTAN typically skew to a more affluent and younger demographic, these respondents nevertheless represent the rising income and upward mobility of these developing-market consumers. Quality counts everywhere. More than three-quarters (78%) of global respondents said quality was the most important concern, with Latin America (83%) and Asia-Pacific (82%) respondents exceeding the global average. Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 10. 10 NEW WEALTH,NEW WORLD THE ALLURE OF A GOOD PROMOTION Economic realities prevailed around the world, and overall, there was global alignment on attitudes about the need for deals and promotions. Price was the most important concern among 65 percent of global respondents. Six out of 10 were aware of promotions and discounts (59%) and believed products with free gifts were good incentives (58%). With the exception of Greece, developing countries (in a balanced representation of the regions) comprised the list of countries that responded most strongly in favor of receiving free gifts. While more than half of respondents in Latin America (68%), Asia-Pacific (57%), and Middle East/Africa (51%) were especially interested to buy products promoted in the store, only 31 percent of North Americans and 43 percent of Europeans felt the same way. TOP COUNTRIES PRODUCTS WITH FREE GIFTS ARE MORE ATTRACTIVE TO BUY* 77% | Philippines 69% | Poland 75% | Vietnam 69% | Pakistan 74% | Greece 68% | India 72% | Turkey 68% | Malaysia 72% | Peru 68% | Colombia 71% | Romania I AM ESPECIALLY INTERESTED TO BUY PRODUCTS PROMOTED IN THE STORE* 76% | Italy 69% | Ukraine 74% | Israel 67% | Thailand 74% | Peru 65% | Vietnam 73% | Brazil 65% | Spain 72% | Russia *Percent survey respondents that SOMEWHAT/STRONGLY AGREE EUROPE MIDDLE EAST /AFRICA LATIN AMERICA ASIA-PACIFIC
- 11. 11Copyright © 2013The Nielsen Company WE LIKE OUR FREEBIES FILIPINOS, GREEKS AND VIETNAMESE ARE MOST ATTRACTED TO PRODUCTS WITH FREE GIFTS DID YOU KNOW? DEAL SENSITIVITY | PERCENT WHO SOMEWHAT/STRONGLY AGREE Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012 ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE I buy on promotion in-store Price is most important concern Free gifts are attractive I am aware of promotions/discounts 51 57 43 51 68 31 I price compare with my mobile phone 65 65 65 64 67 64 58 60 52 65 60 57 59 61 54 59 61 61 34 45 18 36 23 28
- 12. 12 NEW WEALTH,NEW WORLD KNOWLEDGE IS POWER The expression “know before you go” resonated strongly around the world, with more than half of global respondents collecting information, sampling, and asking for advice before shopping. Latin American respondents showed the most affinity to shop around, have preferred brands in mind before shopping, and sample first before making a purchase. North American respondents put the least trust in products recommended by professionals (35%) or other’s influence (25%). Conversely, Middle East/Africa and Latin American respondents relied most on the advice of professionals. IN THE KNOW MORE THAN 80% OF POLISH, THAI, BRAZILIAN, FILIPINO, VENEZUELAN, PERUVIAN, SPANISH AND MEXICAN RESPONDENTS SHOP AROUND FOR BEST DEALS DID YOU KNOW?
- 13. 13Copyright © 2013The Nielsen Company SHOPPING RESEARCHERS | PERCENT WHO SOMEWHAT/STRONGLY AGREE ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE I collect information before shopping I shop around before purchasing I have preferred brands before buying I sample first before buying I trust products recommended by professionals I buy because of others’ influence I plan for the future I research financial products before choosing 63 71 51 65 66 51 68 70 60 70 82 63 67 69 64 63 71 65 54 56 51 60 63 47 52 56 45 64 64 35 35 44 25 44 30 25 58 65 49 66 50 50 68 69 66 69 75 62 Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 14. 14 NEW WEALTH,NEW WORLD CAN DESIRE TO PROTECT THE ENVIRONMENT CONVERT TO ACTION? When it comes to environmental-friendly actions, such as buying eco-responsible products regardless of price or reducing our carbon footprint to save energy, North Americans were the least eco-minded compared with the rest of the world. Conversely, respondents in Asia- Pacific, Latin America and Middle East/Africa were the most receptive to making an ecological difference. ENVIRONMENTALLY-MINDED CONSUMERS 46% 55% 37% 51% 46% 30% 58% 64% 49% 57% 67% 43% GLOBAL AVERAGE ASIA-PACIFIC EUROPE MIDDLE EAST/ AFRICA LATIN AMERICA NORTH AMERICA BUY ENVIRONMENTAL FRIENDLY PRODUCTS REGARDLESS OF PRICE SAVE ENERGY/ REDUCE CARBON FOOTPRINT Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 15. 15Copyright © 2013The Nielsen Company GOING GREEN THAIS, INDONESIANS, VIETNAMESE, FILIPINOS AND CHINESE ARE ECO-MINDED AND WILLING TO PAY DID YOU KNOW? While the availability to buy environmentally-friendly products in the developing regions of the world may be inhibitors to convert attitudes into action, the survey results suggest a clear desire and willingness to do the right thing. Manufacturers and retailers who get the price and distribution equation right in these developing markets will have an eager audience at-the-ready. The findings also suggest that there is more work to be done on the education front to better inform consumers about the benefits of conservation. TOP COUNTRIES I CHOOSE MORE ENVIRONMENTAL PRODUCTS EVEN THOUGH THE PRICE IS HIGHER* 71% India 62% Thailand 71% Vietnam 60% Russia 68% Turkey 58% China 63% Ukraine 58% Philippines 62% Indonesia 58% Egypt IN ORDER TO SAVE ENERGY AND REDUCE MY CARBON FOOTPRINT, I CHANGE MY LIFESTYLE* 76% Thailand 70% South Korea 74% Mexico 69% China 72% Indonesia 68% Philippines 71% Vietnam 68% Peru 71% Colombia 67% Venezuela *Percent survey respondents that SOMEWHAT/STRONGLY AGREE
- 16. 16 NEW WEALTH,NEW WORLD SECTION II CUTTING THROUGH THE CLUTTER IN A WORLD OF CHOICE Fragmentation is everywhere, and we are bombarded with choice. From thousands of fast-moving consumer goods to dozens of retail channels to the expanding and evolving list of traditional and non-traditional sources for information, cutting through the clutter is where we find and fulfill unmet needs. Nielsen reviewed seven purchasing criteria: packaging design, price, function, advertisement, brand, quality and place of production to uncover which of these product attributes resonated most strongly with consumers when making a purchase decision. The survey also asked which major sources respondents used when searching for product- related information. Nielsen evaluated health and beauty, food and beverage, mobile/personal electronics and non-FMCG categories. The study also gauged whether respondents were loyal to 17 various food, beverage and health/beauty categories to uncover areas of opportunity. The next pages provide a roadmap by industry to help you better reach consumers by offering the product attributes that drive purchase behavior and by communicating in the places where they are actively searching for product information. BRAND IS KING BRAND IS A TOP PRIORITY WHEN INDIANS SHOP FOR COSMETICS, SKIN/ PERSONAL CARE, ELECTRONICS, MOBILE PHONES AND CARS DID YOU KNOW?
- 17. 17Copyright © 2013The Nielsen Company HEALTH AND BEAUTY DESIRES AND DIFFERENCES For health, beauty and personal care products, price, quality and function were the most important purchase criteria. But the emphasis placed on these attributes showed distinct differences by region, yet strong consistency within region. For Asia-Pacific respondents, function was selected most as the main criteria when buying cosmetics/skin care, personal care, health care/ medicine categories, followed by quality and price. In North America and Europe, price was paramount. Latin American respondents put the strongest emphasis on quality. In Middle East/Africa, brand was a key consideration for cosmetics and skin care, price was important for personal care purchasing intentions and quality was a main factor for health care/medicine purchase decisions. On the loyalty front, consumers were devoted to their favorite shampoo brand, with half of global respondents seldom switching to another brand. Sixty-one percent of Latin Americans and 57 percent of North Americans were faithful to their deodorant brands, which exceeded the global average by 20 percentage points. Roughly one-quarter of global respondents were committed to their favorite cosmetic (25%) and facial cleanser (23%) brands. Overall, TV reigned supreme as an influential source to obtain product- related information for health and beauty categories. The Internet and in- store sources were also important. For medical and health care advice, friends and family were strong guiding sources for roughly one-fifth of respondents around the world. LOOK GOOD, FEEL GREAT PRICE IS A KEY FACTOR WHEN BUYING SKINCARE/COSMETICS FOR RESPONDENTS IN 35 OF 58 COUNTRIES DID YOU KNOW?
- 18. 18 NEW WEALTH,NEW WORLD HEALTH & BEAUTY CATEGORIES 34% Function 25% Quality 24% Price 35% TV 34% Internet 24% In-Store 33% Price 30% Quality 21% Function 26% In-Store 24% TV 23% Internet 33% Brand 22% Price 20% Quality 28% TV 19% In-Store 18% Internet 32% Quality 27% Price 22% Function/ Brand 33% TV 39% In-Store 25% Internet/ Magazine 36% Price 23% Quality 20% Function/Brand 24% TV 22% Internet 22% In-Store COSMETICS & SKIN CARE ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION 35% Function 25% Price 23% Quality 30% Internet 30% TV 22% In-Store 39% Price 32% Quality 26% Function 26% In-Store 24% TV 22% Internet 25% Price 22% Brand 22% Quality 26% TV 18% In-Store 17% Magazine 34% Quality 33% Price 25% Function 36% TV 29% In-Store 25% Internet 29% Price 26% Function 25% Quality 25% TV 24% Internet 21% In-Store ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION PERSONAL CARE Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 19. 19Copyright © 2013The Nielsen Company 43% Function 37% Quality 21% Price 29% TV 28% Internet 25% Friends/Family 38% Quality 33% Function 28% Price 25% Internet 20% Friends/Family 18% TV 30% Quality 25% Function 18% Brand 21% TV 18% Internet 17% Friends/Family 42% Quality 32% Function 26% Price 29% TV 27% Friends/Family 26% Internet 43% Price 29% Quality 27% Function 31% Internet 22% TV 19% Friends/Family HEALTH CARE / MEDICINE ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA Deodorant 23 45 39 61 57 Cosmetics 25 25 24 31 23 Facial Cleanser 27 19 18 2222 Shampoo 48 50 56 5054 Disposable Contact Lens 15 8 6 138 WHICH CATEGORIES DO YOU ALWAYS USE A PARTICULAR BRAND AND SELDOM CHANGE? Percent respondents in each region Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 20. 20 NEW WEALTH,NEW WORLD FOOD AND BEVERAGES SERVED UP TASTE AND QUALITY Not surprisingly, taste was an influential purchasing criteria when making food and beverage purchases. While quality and price were also key factors when making a purchase decision across all regions, quality took precedence over price among a greater percentage of respondents in Latin America, Asia-Pacific and Middle East/Africa markets, and price was the priority for more North Americans and Europeans. In-store promotion tactics resonated strongly in Europe and North America. TV was the most often cited go-to-vehicle for product information in Latin America, Asia-Pacific and Middle East/Africa. Friends and family were persuasive for about one-fifth of global respondents. On the loyalty front, the findings revealed that when it came to coffee, consumers were committed to their favored brand. Half of respondents in Latin America (52%) and Europe (50%) reported loyalty to their preferred brand of coffee. A FEELING OF ALLEGIANCE ALL OVER THE WORLD, WE LOVE OUR FAVORITE BRAND OF COFFEE, MILK, YOGURT AND DRINK DID YOU KNOW?
- 21. 21Copyright © 2013The Nielsen Company More than one-third of global respondents (36%) were loyal to milk/soy milk brands, with Latin Americans (43%) and North Americans (38%) most dedicated. Forty percent of Latin Americans were also devoted to their preferred yogurt brand (exceeding the global average by 17 percentage points), and 44 percent of Middle East/Africa respondents were loyal to their favored drink brand. North Americans showed the strongest devotion to condiments (27%) and soups (25%), compared with the other regions. More than one-third of respondents in Latin America (39%) and Asia- Pacific (37%) found TV to be the most influential source to obtain food and beverage information, compared with 30 percent in Middle East/ Africa, 28 percent in North America and 22 percent in Europe. In-store tactics resonated strongly among 37 percent of Europeans and Latin Americans and 30 percent of North Americans. Roughly one-fifth of respondents relied on family and friends for advice about buying food and beverages. FOOD & BEVERAGE CATEGORIES 49% Taste 34% Quality 30% Price 37% TV 25% Internet 21% Friends/Family 55% Taste 41% Price 32% Quality 37% In-Store 22% TV 20% Friends/Family 51% Taste 27% Quality 22% Price 30% TV 26% In-Store 19% Friends/Family 43% Taste 36% Quality 30% Price 39% TV 37% In-Store 21% Friends/Family 62% Taste 46% Price 21% Quality 30% In-Store 28% TV 20% Internet/ Friends/Family FOOD & BEVERAGES ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 22. 22 NEW WEALTH,NEW WORLD Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012 ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA WHICH CATEGORIES DO YOU ALWAYS USE A PARTICULAR BRAND AND SELDOM CHANGE? Percent respondents in each region Soup 9 9 15 13 25 Snacks 14 8 21 11 18 Frozen Foods 1613 24 15 20 Chewing Gum and Confectionary 18 18 16 14 17 Cereal 12 16 17 29 34 Condiments 19 17 10 17 27 Over-the-Counter Medicines 18 24 16 31 23 Instant Noodles 29 8 18 26 18 Yogurt 16 30 31 40 26 Drinks 30 36 44 36 41 Milk/Soy Milk 35 34 37 43 38 Coffee 33 50 38 3952
- 23. 23Copyright © 2013The Nielsen Company COST, NOT BRAND NAME, RESONATED STRONGEST FOR MOBILE PHONES When purchasing a mobile phone, cost was more influential in decision making than the brand name among 44 percent of North Americans (vs. 20% for brand), 42 percent of Europeans (vs. 26% for brand), and 35 percent of Latin Americans (vs. 31% for brand). In Middle East/Africa, price and brand were equally influential among one-third (32%) of respondents. Asia-Pacific respondents bucked the trend as 38 percent of respondents selected function as the most important purchasing criteria, followed by price (35%) and then brand (29%). For personal electronics, price was selected most as the leading purchase factor in all regions except Asia-Pacific, where function took priority. Brand was a significant purchase criterion among roughly one- quarter of respondents globally. The Internet was the source most often cited as the best place to gain product information for both mobile phones and personal electronics products, followed by TV and in-store. FUNCTION OVER FINANCE MORE SOUTH KOREANS, JAPANESE AND CHINESE CHOOSE FUNCTION OVER PRICE FOR MOBILES DID YOU KNOW?
- 24. 24 NEW WEALTH,NEW WORLD MOBILE / PERSONAL ELECTRONICS 38% Function 35% Price 29% Brand 48% Internet 30% TV 24% In-Store 42% Price 26% Brand 26% Function 46% Internet 22% TV 20% In-Store 32% Brand 32% Price 25% Design 35% Internet 28% TV 18% Friends/Family 35% Price 31% Brand 27% Function 45% Internet 37% TV 26% In-Store 44% Price 26% Function 20% Brand 36% Internet 23% TV 17% In-Store Friends/Family MOBILE PHONES ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION 40% Function 34% Price 26% Brand 48% Internet 33% TV 23% In-Store 44% Price 25% Function 23% Brand 46% Internet 24% TV 20% In-Store 29% Price 28% Brand 17% Function 31% Internet 29% TV 18% In-Store 36% Price 25% Brand 25% Function 42% Internet 37% TV 27% In-Store 47% Price 24% Function 24% Brand 42% Internet 27% TV 18% In-Store ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION PERSONAL ELECTRONICS Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 25. 25Copyright © 2013The Nielsen Company STAYING IN STYLE CLOTHING/SHOE DESIGN WINS OVER PRICE OR BRAND FOR THAIS, TAIWANESE, VIETNAMESE, RUSSIANS, TURKS, EGYPTIANS, PAKISTANIS, SAUDIS, COLOMBIANS AND PERUVIANS DID YOU KNOW? TOP ATTRIBUTES FOR SELECTING NON-FMCG PRODUCTS DIFFERED Price weighed heavily in the purchase decisions among most respondents for household products (things you use around the home, such as cleaning supplies), home appliances and cars. Roughly one-in- four global respondents selected brand as the most important factor when buying a car and design was influential for one-in-five respondents in all regions except Asia-Pacific, where function was most important among one-quarter of respondents. For clothes and shoes, design was the most important purchase factor for half (49%) of Asia-Pacific respondents—the highest percent globally, followed by price (37%). Price was the most influential criteria for 56 percent of North Americans, 48 percent of Europeans and 44 percent of Latin Americans, followed by design, which was instrumental for roughly one-third of respondents. In Middle East/Africa, design and price were important among an equal 35 percent of respondents, respectively. The Internet was the prominent go-to source for home appliances and cars, followed closely by TV. In-store was the leading place to get information for clothing and shoes, followed by the Internet. TV was most influential for household products.
- 26. 26 NEW WEALTH,NEW WORLD NON-FAST-MOVING CONSUMER GOODS CATEGORIES 36% Price 34% Function 26% Quality 32% TV/Internet 29% In-Store 19% Friends/Family 48% Price 30% Function 25% Quality 29% In-Store 25% TV/Internet 16% Friends/Family 32% Price 22% Quality 20% Function 29% TV 20% In-Store 17% Internet 43% Price 29% Quality 27% Function 43% TV 33% In-Store 26% Internet 51% Price 30% Function 21% Quality 30% TV 25% In-Store 23% Internet HOUSEHOLD PRODUCTS ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION 41% Function 33% Price 26% Brand 39% Internet 38% TV 30% In-Store 45% Price 27% Function 24% Brand 39% Internet 25% TV 30% In-Store 32% Price 27% Brand 17% Function 42% Internet 34% TV 23% In-Store 40% Price 27% Brand 24% Function 40% TV 32% Internet 32% In-Store 46% Price 24% Function 21% Brand 34% Internet 24% TV 22% In-Store ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION HOME APPLIANCES Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 27. 27Copyright © 2013The Nielsen Company 32% Price 25% Brand 25% Function 40% Internet 36% TV 20% Friends/Family 40% Price 27% Brand 19% Design 38% Internet 25% TV 17% Friends/Family 32% Price 24% Brand 18% Design 25% Internet 23% TV 18% Friends/Family 31% Price 30% Brand 21% Design 36% TV 34% Intermet 24% In-Store 47% Price 25% Brand 20% Design 37% Internet 32% TV 18% Friends/Family CARS ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION 39% Design 28% Price 16% Brand/Quality 30% Internet 29% In-Store 24% TV 32% Design 31% Price 10% Quality 27% Other 25% In-Store 23% Internet 27% Price 25% Design 12% Brand/Quality 24% Other 19% In-Store 17% TV/Magazine 28% Design 25% Price 13% Quality 29% In-Store 23% Internet 23% Other 35% Price 25% Design 13% Quality 24% In-Store 23% Internet 23% Other ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION JEWELRY NON-FAST-MOVING CONSUMER GOODS CATEGORIES Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 28. 28 NEW WEALTH,NEW WORLD 49% Design 37% Price 21% Brand/Quality 39% Internet 36% In-Store 24% TV 48% Price 37% Design 22% Quality 37% In-Store 28% Internet 15% Magazine 35% Design/Price 23% Brand 17% Quality 29% In-Store 20% TV 19% Friends/Family 44% Price 37% Design 24% Quality 45% In-Store 26% Internet 25% TV 56% Price 32% Design 19% Quality/Function 29% In-store 26% Internet 20% TV CLOTHING ASIA- PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA 1 2 3 1 2 3 TOP 3 PURCHASE CRITERIA TOP 3 SOURCES FOR INFORMATION NON-FAST-MOVING CONSUMER GOODS CATEGORIES Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
- 29. 29Copyright © 2013The Nielsen Company SECTION III THE POWER OF THE IN-STORE EXPERIENCE When shopping for groceries, the overwhelming majority of consumers around the world planned their shopping trips by using a shopping list and comparing prices. Globally, 84 percent of respondents used a shopping list on at least a few trips and 88 percent compared prices. Almost two-thirds (63%) of North Americans relied on a shopping list for most trips, exceeding the global average of 49 percent. When in store, consumers actively looked for deals, with roughly three- quarters of respondents using a promotional leaflet/flyer (78%), or coupon (71%), and purchasing from end-aisle displays (74%) on at least some shopping trips. North Americans were the most active and regular coupon users with 88 percent of respondents using them on shopping trips. IN-STORE SAVERS IN-STORE PRODUCT PROMOTIONS APPEAL MOST TO ITALIANS, ISRAELIS, RUSSIANS, BRAZILIANS AND PERUVIANS DID YOU KNOW?
- 30. 30 NEW WEALTH,NEW WORLD FREQUENCY WHILE GROCERY SHOPPING Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012 ASIA-PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE USE A SHOPPING LIST 49% 35% 16% 56% 29% 15% 63% 28% 9% 49% 35% 16% 40% 40% 20% 55% 33% 12% 12% 46% MOST TRIPS SOME TRIPS NO TRIPS ASIA-PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE USE THE STORE PROMOTIONAL LEAFLET/FLYER 34% 45% 22% 28% 42% 30% 47% 35% 18% 32% 46% 22% 28% 49% 23% 33% 48% 19% 12% ASIA-PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE COMPARE UNIT PRICES 51% 36% 13% 56% 33% 11% 55% 35% 10% 51% 37% 12% 46% 39% 15% 57% 35% 8% 12% 46%
- 31. 31Copyright © 2013The Nielsen Company FREQUENCY WHILE GROCERY SHOPPING Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012 ASIA-PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE USE COUPONS 17% 41% 42% 11% 28% 61% 44% 44% 13% 25% 46% 29% 25% 48% 27% 19% 52% 29% 12% 46% MOST TRIPS SOME TRIPS NO TRIPS ASIA-PACIFIC EUROPE MIDDLE EAST / AFRICA LATIN AMERICA NORTH AMERICA GLOBAL AVERAGE PURCHASE FROM END-AISLE DISPLAYS 21% 51% 28% 14% 48% 38% 20% 67% 13% 19% 55% 26% 21% 51% 27% 17% 60% 23% 12% 46%
- 32. 32 NEW WEALTH,NEW WORLD Argentina 66% Australia 89% Austria 80% Belgium 81% Brazil 46% Bulgaria 51% Canada 83% Chile 59% China 40% Colombia 60% Croatia 71% Czech Republic 73% Denmark 90% Egypt 36% Estonia 78% Finland 89% France 80% Germany 83% Greece 53% Hong Kong 75% Hungary 65% India 11% Indonesia 22% Ireland 77% Israel 70% Italy 58% Japan 80% Latvia 72% Lithuania 65% Malaysia 61% Mexico 37% Netherlands 93% New Zealand 88% Norway 97% Pakistan 15% Peru 37% Philippines 32% Poland 65% Portugal 55% Romania 44% Russia 48% Saudi Arabia 49% Singapore 75% Slovakia 79% South Africa 17% South Korea 83% Spain 67% Sweden 93% Switzerland 82% Taiwan 75% Thailand 30% Turkey 46% United Arab Emirates 71% United Kingdom 84% Ukraine 34% United States 78% Venezuela 41% Vietnam 34% ABOUT THE NIELSEN GLOBAL SURVEY The Nielsen Global Survey of Consumer Shopping Behavior was conducted between August 10 and September 7, 2012, and polled more than 29,000 online consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005. INTERNET PENETRATION Source: Internet World Stats, June 30, 2012
- 33. 33Copyright © 2013The Nielsen Company ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © June 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/6584
- 34. 34 NEW WEALTH,NEW WORLD