New wealth New world July 2013

1NEW WEALTH, NEW WORLD Copyright © 2013 The Nielsen Company

N E W W E A LT H, N E W W O R L DHOW AND WHY WE SHOP AROUND THE GLOBE JULY 2013

2 NEW WEALTH, NEW WORLD


C O N T E N T SIntroduction / 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


THE IMPACT OF CULTURE ON CONSUMER BEHAVIORAppreciate 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.


SECTION I

CORE VALUES ALIGNED, WOMEN’S ROLES DIFFEREDSpending 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?

LIFESTYLE VALUES | PERCENT WHO SOMEWHAT/STRONGLY AGREE


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

8081

7676

8876

6259

6070

6969

7780

7173

8970

7674

7576

8478

4353

31

3462

30

3234

2071

3438

7880

6880

77

232424

3512

22

Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

91


THE CHANGING WAVE OF WEALTHWith 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



ASPIRATIONAL INTENTIONSINDIANS 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.



THE ALLURE OF A GOOD PROMOTIONEconomic 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 COUNTRIESPRODUCTS 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

DEAL SENSITIVITY | PERCENT WHO SOMEWHAT/STRONGLY AGREE

EUROPE

MIDDLE EAST /AFRICA LATIN AMERICA

ASIA-PACIFIC


WE LIKE OUR FREEBIESFILIPINOS, GREEKS AND VIETNAMESE ARE MOST ATTRACTED TO PRODUCTS WITH FREE GIFTS

DID YOU KNOW?

DEAL SENSITIVITY | PERCENT WHO SOMEWHAT/STRONGLY AGREE


ASIA-PACIFIC EUROPE


GLOBAL AVERAGE

I buy on promotion

in-store

Price is most important

concern

Free gifts are attractive

I am aware of

promotions/discounts

5157

4351

6831

I price compare with my

mobile phone

656565

6467

64

5860

5265

6057

5961

5459

6161

3445

1836

2328


KNOWLEDGE IS POWERThe 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 KNOWMORE THAN 80% OF POLISH, THAI, BRAZILIAN, FILIPINO, VENEZUELAN, PERUVIAN, SPANISH AND MEXICAN RESPONDENTS SHOP AROUND FOR BEST DEALS

DID YOU KNOW?

SHOPPING RESEARCHERS | PERCENT WHO SOMEWHAT/STRONGLY AGREE


SHOPPING RESEARCHERS | PERCENT WHO SOMEWHAT/STRONGLY AGREE

ASIA-PACIFIC EUROPE


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

6371

5165

6651

6870

6070

8263

6769

6463

7165

5456

5160

6347

5256

456464

35

3544

2544

3025

5865

4966

5050

6869

6669

7562



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

LATINAMERICA

NORTHAMERICA

BUY ENVIRONMENTALFRIENDLY PRODUCTS REGARDLESS OF PRICE

SAVE ENERGY/REDUCE CARBON

FOOTPRINT



GOING GREENTHAIS, 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


SECTION II

CUTTING THROUGH THE CLUTTER IN A WORLD OF CHOICEFragmentation 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 KINGBRAND IS A TOP PRIORITY WHEN INDIANS SHOP FOR COSMETICS, SKIN/PERSONAL CARE, ELECTRONICS, MOBILE PHONES AND CARS

DID YOU KNOW?


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 GREATPRICE IS A KEY FACTOR WHEN BUYING SKINCARE/COSMETICS FOR RESPONDENTS IN 35 OF 58 COUNTRIES

DID YOU KNOW?


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

23

1

23

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

23

1

23



PERSONALCARE



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

23

1

23



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



FOOD AND BEVERAGES SERVED UP TASTE AND QUALITYNot 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 ALLEGIANCEALL OVER THE WORLD, WE LOVE OUR FAVORITE BRAND OF COFFEE, MILK, YOGURT AND DRINK

DID YOU KNOW?

FOOD & BEVERAGE CATEGORIES


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

23

1

23






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

Co�ee 33 50 38 3952


NORTH AMERICA

COST, NOT BRAND NAME, RESONATED STRONGEST FOR MOBILE PHONESWhen 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 FINANCEMORE SOUTH KOREANS, JAPANESE AND CHINESE CHOOSE FUNCTION OVER PRICE FOR MOBILES

DID YOU KNOW?


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

MOBILEPHONES

ASIA-PACIFIC EUROPE

MIDDLE EAST /AFRICA

LATIN AMERICA

NORTH AMERICA

1

23

1

23



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

23

1

23



PERSONALELECTRONICS



MOBILE / PERSONAL ELECTRONICS

STAYING IN STYLECLOTHING/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 DIFFEREDPrice 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.


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

23

1

23



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

23

1

23



HOMEAPPLIANCES




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

23

1

23



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

23

1

23



JEWELRY




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

23

1

23







SECTION III

THE POWER OF THE IN-STORE EXPERIENCEWhen 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 SAVERSIN-STORE PRODUCT PROMOTIONS APPEAL MOST TO ITALIANS, ISRAELIS, RUSSIANS, BRAZILIANS AND PERUVIANS

DID YOU KNOW?


FREQUENCY WHILE GROCERY SHOPPING


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


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%

46%

ASIA-PACIFIC

EUROPE


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%


FREQUENCY WHILE GROCERY SHOPPING FREQUENCY WHILE GROCERY SHOPPING


ASIA-PACIFIC

EUROPE


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


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%


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


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

New wealth New world July 2013

Business

Transcript of New wealth New world July 2013