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Confidential & Proprietary Copyright © 2009 The Nielsen Company Nielsen Global Consumer Confidence...
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Confidential & Proprietary Copyright © 2009 The Nielsen Company
Nielsen Global Consumer ConfidenceSurvey
December, 2009
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 2Consumer Confidence Survey
Perceptions of Good or Bad time for people to buy the things they want and need over the NEXT 12 Months
2 3 3 2 1 2 2 4 5 2 1
38 35 37
27 31 31
43 4144
26 28
40 4646
5050 50
3741
38
5357
19 16 1421
17 17 1814 12
1814
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
%
Bad
Not so good
Good
Excellent
Base : All respondents n=1502
Latin America (LA) North America (NA)
4 4 4 3 3 4 4 4 4
28 30 2734
38 3528 29 27
45 43 5044
42 43
45 44 50
20 20 17 17 15 1621 20 17
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NAQ2
NAQ3
NAQ4
CAQ2
CAQ3
CAQ4
USQ2
USQ3
USQ4
%
Bad
Not so good
Good
Excellent
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 3Consumer Confidence Survey
Consumer Confidence Index
92
82
9694
84
108
77
98
89
110
83
0
10
20
30
40
50
60
70
80
90
100
110
120
LA AR BR MX
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
81
90
80
85
94
8484
98
82
0
10
20
30
40
50
60
70
80
90
100
NA CA US
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 4Consumer Confidence Survey
How to utilise spare cash after covering essential living expenses % of respondents who Holidays / vacations
28 2927
2931
38
20
34
39 37
24
0
10
20
30
40
50
60
70
80
90
100
LA BR AR MX
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
1923
1920
26
2020
25
20
0
10
20
30
40
50
60
70
80
90
100
NA CA US
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 5Consumer Confidence Survey
How to utilise spare cash after covering essential living expenses % of respondents who Paying off debts / credit cards / loans
4143
35
42
51
40
3539
48
3733
0
10
20
30
40
50
60
70
80
90
100
LA MX BR AR
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
35
40
343539
3537
3937
0
10
20
30
40
50
60
70
80
90
100
NA CA US
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 6Consumer Confidence Survey
How to utilise spare cash after covering essential living expenses % of respondents who New technology products
35
40
21
32
45
26
12
31
43
26
14
0
10
20
30
40
50
60
70
80
90
100
LA BR AR MX
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
12 11 129
129
12 12 12
0
10
20
30
40
50
60
70
80
90
100
NA CA US
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 7Consumer Confidence Survey
How to utilise spare cash after covering essential living expenses % of respondents who Home improvements / decorating
3840
31
37 39 38
31
3640
32 31
0
10
20
30
40
50
60
70
80
90
100
LA BR AR MX
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
20 20 2019 20 1917
24
16
0
10
20
30
40
50
60
70
80
90
100
NA CA US
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09 Page 8Consumer Confidence Survey
How to utilise spare cash after covering essential living expenses % of respondents who have no spare cash
11 11 129 9 8 910 11 11
9
0
10
20
30
40
50
60
70
80
90
100
LA BR MX AR
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA) North America (NA)
28 28
2225 26
2226 26
23
0
10
20
30
40
50
60
70
80
90
100
NA US CA
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1001
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09Consumer Confidence Survey Page 9
Major Concerns
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months - Regional Average
3
1
1
3
3
5
4
8
10
7
10
7
10
13
14
8
7
10
9
12
10
9
10
1
2
1
2
3
4
6
5
0 10 20 30 40 50 60 70 80 90 100
Other concern
No concerns
Terrorism
Immigration
Tolerance tow ards different religions
Tolerance tow ards other countries’ values
Lack of understanding of other cultures
War
Increasing fuel prices
Political stability
Parents' w elfare and happiness
Global w arming
Increasing food prices
The economy
Debt
Increasing utility bills (electricity, gas,heating, etc)
Crime
Health
Childrens' education and/or w elfare
Work/life balance
Job security
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA)
10
12
13
14
15
16
17
18
21
23
25
26
27
28
29
30
45
50
53
54
56
5
13
11
10
12
12
13
11
10
12
12
13
11
10
12
12
10
13
21
20
20
0 10 20 30 40 50 60 70 80 90 100
No concerns
Other concern
Increasing fuel prices
Increasing utility bills
Increasing food prices
Lack of understanding of other cultures
Tolerance tow ards other countries’ values
Tolerance tow ards different religions
Immigration
Crime
Global w arming
War
Terrorism
Health
Debt
Children's education and/or w elfare
Parents' w elfare and happiness
Job security
Political stability
Work/life balance
The economy
%
Biggest concern Second biggest concern
North America (NA)Base : All respondents n=1001
Page 10Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Biggest Concern over the next 6 months - Regional Average
1
3
2
1
3
2
3
3
5
6
9
10
10
7
13
1
2
4
7
10
9
9
10
12
4
7
8
10
10
1321
1
3
1
3
5
7
14
1
3
1
1
3
3
5
7
10
14
0 10 20 30 40 50 60 70 80 90 100
No concerns
Other concern
Lack of understanding of other cultures
Tolerance tow ards other countries’ values
Tolerance tow ards different religions
Immigration
Terrorism
Increasing fuel prices
War
Parents' w elfare and happiness
Political stability
Increasing food prices
Global w arming
Increasing utility bills (electricity, gas, heating,etc)
Health
The economy
Debt
Childrens' education and/or w elfare
Crime
Work/life balance
Job security
%
Q2 2009 Q3 2009 Q4 2009
Base : All respondents n=1502
Latin America (LA)
3
3
5
8
14
18
27
28
30
27
28
30
35
48
58
60
68
71
76
1
2
4
7
10
15
25
20
25
25
20
25
30
40
50
32
40
45
55
2
4
3
5
12
17
20
15
22
20
25
29
37
38
45
30
35
40
60
0 10 20 30 40 50 60 70 80 90 100
Increasing fuel prices
Increasing utility bills
Increasing food prices
Lack of understanding of other cultures
Tolerance tow ards other countries’ values
Tolerance tow ards different religions
Immigration
Crime
Global w arming
War
Terrorism
Health
Debt
Children's education and/or w elfare
Parents' w elfare and happiness
Job security
Political stability
Work/life balance
The economy
%
Q2 2009 Q3 2009 Q4 2009
North America (NA)
Biggest Concern
Base : All respondents n=1001
Page 11Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Global Warming
3 4 5 3 5 71 2 4 3 3
4 4 54
57
2 34 2 4
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
BRQ2
BRQ3
BRQ4
ARQ2
ARQ3
ARQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
1 1 2 4 3 51 1 23 1 2
3 4 33 1 2
0
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 CA Q2 CA Q3 CA Q4 US Q2 US Q3 US Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 12Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Crime
7 10 10 14 1623
11 105 8 6
88 9
1111
14
10 9
66
6
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
MXQ2
MXQ3
MXQ4
BRQ2
BRQ3
BRQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
1 1 2 1 1 2 1 1 13 3 1 3 3 1 2 1 10
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 13Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Terrorism
1 1 11 1
10
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
MXQ2
MXQ3
MXQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
2 3 3 2 3 3 1 1 13 4 3 3 4 4
2 20
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 14Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Immigration
1 10
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
1 1 1 1 1 12 3 2 2 3 3 10
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 15Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- War
1 1 1 1 11 1
10
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
ARQ2
ARQ3
ARQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
3 2 2 3 2 2 2 22 3 3 2 4 3 2
11
0
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 16Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Tolerance towards different religions
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
1 1 1 1 11 1 1 10
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 CA Q2 CA Q3 CA Q4 US Q2 US Q3 US Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 17Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Tolerance towards other countries’ values
1 10
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)1 1 1 11 10
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 CA Q2 CA Q3 CA Q4 US Q2 US Q3 US Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 18Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Increasing fuel prices
2 1 1 2 1 1 1 1 1221 2 2 1 2 2 1 1 3
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
BRQ2
BRQ3
BRQ4
ARQ2
ARQ3
ARQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
82 2
93 5 8
2 2
11
5 5
8
6 5
11
5 50
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 CA Q2 CA Q3 CA Q4 US Q2 US Q3 US Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 19Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- Other concern
3 3 3 4 3 4 3 4 1 13 2 2 3 3 3 3 2
1 13
2
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
4 4 5 3 2 5 4 4 53 4 3
1 23 4 4 3
0
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 CA Q2 CA Q3 CA Q4 US Q2 US Q3 US Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 20Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Major Concerns over the next 6 months- None
1 1 1 1 2 2 1 1 1 1 1
1 1 1 1 1 1 1 11 1
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
BRQ2
BRQ3
BRQ4
ARQ2
ARQ3
ARQ4
MXQ2
MXQ3
MXQ4
%
Biggest concern Second biggest concern
Base : All respondents n=1502
Latin America (LA) North America (NA)
2 2 4 2 2 4 3 3 41 11
1 11 1 1 1
0
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Biggest concern Second biggest concern
Base : All respondents n=1001
Page 21Consumer Confidence Survey
Confidential & ProprietaryCopyright © 2009 The Nielsen CompanyField dates 04/12/09 – 18/12/09
Do you think your country is in an economic recession at the moment?
7267
60
92 92
7886
7869
46
36
2833
40
8 8
2214
2231
54
64
0
10
20
30
40
50
60
70
80
90
100
LAQ2
LAQ3
LAQ4
MXQ2
MXQ3
MXQ4
ARQ2
ARQ3
ARQ4
BRQ2
BRQ3
BRQ4
%
Yes No
Base : All respondents n=1502
Latin America (LA) North America (NA)
93 90 8894 91 90
85 82
70
7 10 126 9 10
15 18
30
0
10
20
30
40
50
60
70
80
90
100
NA Q2 NA Q3 NA Q4 US Q2 US Q3 US Q4 CA Q2 CA Q3 CA Q4
%
Yes No
Base : All respondents n=1001
Page 22Consumer Confidence Survey
