NEW
W E A LT H,
NEW
WORLD
HOW AND WHY WE SHOP
AROUND THE GLOBE
JULY 2013
Copyright © 2013 The Nielsen Company
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2
NEW WEALTH, NEW WORLD
CONTENTS
Introduction / Survey Methodology........................................ 5
SECTION I:
LIFEST YLE 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, LOYALT Y
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
Copyright © 2013 The Nielsen Company
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4
NEW WEALTH, NEW WORLD
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.
Copyright © 2013 The Nielsen Company
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.
5
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.
DID YOU KNOW?
FAMILY TIES
STRONG TRADITIONAL VALUES ARE
FOUND IN PAKISTAN, COLOMBIA,
VENEZUEL A, INDIA, EASTERN EUROPE,
AND ITALY
6
NEW WEALTH, NEW WORLD
LIFEST YLE VALUES | PERCENT WHO SOMEWHAT/STRONGLY AGREE
GLOBAL AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST /AFRICA
LATIN AMERICA
NORTH AMERICA
Quality time with family
is most important
80
81
76
76
88
76
59
60
Traditional values are
very important
62
70
69
69
77
Family planning is
important
71
80
73
89
70
76
74
75
76
Women should have
influence on important
household issues
43
Most important role for
women is wife/mother
31
32
Religion is important
guiding source
20
53
62
34
30
34
34
71
38
78
Higher education is
important
68
23
24
24
12
80
80
77
Secondary education is
good enough
84
78
91
35
22
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
7
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
TOP 5 COUNTRIES SOMEWHAT/STRONGLY AGREE TO THE STATEMENTS BELOW
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
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
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NEW WEALTH, NEW WORLD
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.
DID YOU KNOW?
ASPIRATIONAL INTENTIONS
INDIANS AND CHINESE ARE
AMONG MOST IMPULSIVE AND
BRAND IMAGE-DRIVEN SHOPPERS
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
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
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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.
ASIA-PACIFIC
EUROPE
MIDDLE EAST /AFRICA
LATIN AMERICA
TOP COUNTRIES
PRODUCTS WITH FREE GIFTS ARE MORE
ATTRACTIVE TO BUY*
77%
75%
74%
72%
72%
71%
|
|
|
|
|
|
Philippines Vietnam
Greece Turkey Peru Romania 69%
69%
68%
68%
68%
|
|
|
|
|
Poland
Pakistan India
Malaysia Colombia I AM ESPECIALLY INTERESTED TO BUY
PRODUCTS PROMOTED IN THE STORE*
76%
74%
74%
73%
72%
|
|
|
|
|
Italy Israel Peru Brazil Russia 69%
67%
65%
65%
|
|
|
|
Ukraine Thailand Vietnam Spain *Percent survey respondents that SOMEWHAT/STRONGLY AGREE
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NEW WEALTH, NEW WORLD
DID YOU KNOW?
WE LIKE OUR FREEBIES
FILIPINOS, GREEKS AND VIETNAMESE
ARE MOST ATTRACTED TO PRODUCTS
WITH FREE GIFTS
DEAL SENSITIVIT Y | PERCENT WHO SOMEWHAT/STRONGLY AGREE
GLOBAL AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST /AFRICA
LATIN AMERICA
NORTH AMERICA
51
I buy on promotion
in-store
43
57
51
68
31
65
65
65
64
Price is most important
concern
64
58
52
Free gifts are attractive
57
60
60
59
I am aware of
promotions/discounts
I price compare with my
mobile phone
54
34
18
23
67
59
65
61
61
61
45
36
28
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
11
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.
DID YOU KNOW?
IN THE KNOW
MORE THAN 80% OF POLISH, THAI,
BRAZILIAN, FILIPINO, VENEZUEL AN,
PERUVIAN, SPANISH AND MEXICAN
RESPONDENTS SHOP AROUND FOR
BEST DEALS
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NEW WEALTH, NEW WORLD
SHOPPING RESEARCHERS | PERCENT WHO SOMEWHAT/STRONGLY AGREE
GLOBAL AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST /AFRICA
LATIN AMERICA
NORTH AMERICA
63
I collect information
before shopping
51
71
65
66
51
68
I shop around before
purchasing
60
70
70
82
63
67
I have preferred brands
before buying
64
63
69
71
65
54
I sample first before
buying
51
56
60
47
52
I trust products
recommended by
professionals
I buy because of others’
influence
45
63
56
64
64
35
35
25
25
30
44
44
58
I plan for the future
65
49
66
50
50
I research financial
products before choosing
66
62
68
69
69
75
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
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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 AsiaPacific, Latin America and Middle East/Africa were the most receptive to
making an ecological difference.
ENVIRONMENTALLY-MINDED CONSUMERS
SAVE ENERGY/
REDUCE CARBON
FOOTPRINT
58%
64%
BUY ENVIRONMENTAL
FRIENDLY PRODUCTS
REGARDLESS OF PRICE
GLOBAL
AVERAGE
46%
55%
ASIA-PACIFIC
49%
57%
67%
43%
EUROPE
37%
MIDDLE EAST/
AFRICA
51%
LATIN
AMERICA
46%
NORTH
AMERICA
30%
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
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NEW WEALTH, NEW WORLD
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%
71% 68%
63% 62% India
Vietnam
Turkey
Ukraine
Indonesia
62% 60% 58% 58% 58% Thailand
Russia
China
Philippines
Egypt
IN ORDER TO SAVE ENERGY AND
REDUCE MY CARBON FOOTPRINT,
I CHANGE MY LIFEST YLE*
76% 74%
72%
71%
71%
Thailand
70% Mexico
69%
Indonesia 68% Vietnam68% Colombia 67% South Korea
China
Philippines
Peru
Venezuela
*Percent survey respondents that SOMEWHAT/STRONGLY AGREE
DID YOU KNOW?
GOING GREEN
THAIS, INDONESIANS, VIETNAMESE,
FILIPINOS AND CHINESE ARE
ECO-MINDED AND WILLING TO PAY
Copyright © 2013 The Nielsen Company
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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 productrelated 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.
DID YOU KNOW?
BRAND IS KING
BRAND IS A TOP PRIORIT Y WHEN
INDIANS SHOP FOR COSMETICS, SKIN/
PERSONAL CARE, ELECTRONICS,
MOBILE PHONES AND CARS
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NEW WEALTH, NEW WORLD
HEALTH AND
BEAUT Y 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 productrelated information for health and beauty categories. The Internet and instore 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.
DID YOU KNOW?
LOOK GOOD, FEEL GREAT
PRICE IS A KEY FACTOR WHEN
BUYING SKINCARE/COSMETICS FOR
RESPONDENTS IN 35 OF 58
COUNTRIES
Copyright © 2013 The Nielsen Company
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HEALTH & BEAUT Y CATEGORIES
COSMETICS &
SKIN CARE
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
33% Brand
22% Price
20% Quality
32% Quality
27% Price
22% Function/
Brand
36% Price
23% Quality
20% Function/Brand
28% TV
19% In-Store
18% Internet
33% TV
39% In-Store
25% Internet/
Magazine
24% TV
22% Internet
22% In-Store
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
25% Price
22% Brand
22% Quality
34% Quality
33% Price
25% Function
29% Price
26% Function
25% Quality
26% TV
18% In-Store
17% Magazine
36% TV
29% In-Store
25% Internet
25% TV
24% Internet
21% In-Store
TOP 3 PURCHASE CRITERIA
1
2
3
34% Function
25% Quality
24% Price
33% Price
30% Quality
21% Function
TOP 3 SOURCES FOR INFORMATION
1
2
3
35% TV
34% Internet
24% In-Store
26% In-Store
24% TV
23% Internet
PERSONAL
CARE
ASIAPACIFIC
EUROPE
TOP 3 PURCHASE CRITERIA
1
2
3
35% Function
25% Price
23% Quality
39% Price
32% Quality
26% Function
TOP 3 SOURCES FOR INFORMATION
1
2
3
30% Internet
30% TV
22% In-Store
26% In-Store
24% TV
22% Internet
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
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NEW WEALTH, NEW WORLD
HEALTH CARE / MEDICINE
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
30% Quality
25% Function
18% Brand
42% Quality
32% Function
26% Price
43% Price
29% Quality
27% Function
21% TV
18% Internet
17% Friends/Family
29% TV
31% Internet
27% Friends/Family 22% TV
26% Internet
19% Friends/Family
TOP 3 PURCHASE CRITERIA
1
2
3
38% Quality
33% Function
28% Price
43% Function
37% Quality
21% Price
TOP 3 SOURCES FOR INFORMATION
1
2
3
29% TV
28% Internet
25% Friends/Family
25% Internet
20% Friends/Family
18% TV
WHICH CATEGORIES DO YOU ALWAYS USE A
PARTICUL AR BRAND AND SELDOM CHANGE?
Percent respondents in each region
ASIA-PACIFIC
EUROPE
Shampoo
50
48
Deodorant
23
Cosmetics
25
25
Facial Cleanser
27
19
Disposable
Contact Lens
MIDDLE EAST /AFRICA
15
45
8 8 6
56
39
24
22
18
54
61
31
LATIN AMERICA
NORTH AMERICA
50
57
23
22
13
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
19
FOOD AND
BEVERAGES
SERVED UP TASTE
AND QUALIT Y
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.
DID YOU KNOW?
A FEELING OF ALLEGIANCE
ALL OVER THE WORLD, WE LOVE OUR
FAVORITE BRAND OF COFFEE, MILK,
YOGURT AND DRINK
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NEW WEALTH, NEW WORLD
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 AsiaPacific (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
FOOD &
BEVERAGES
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
51% Taste
27% Quality
22% Price
43% Taste
36% Quality
30% Price
62% Taste
46% Price
21% Quality
30% TV
26% In-Store
19% Friends/Family
39% TV
30% In-Store
37% In-Store
28% TV
21% Friends/Family 20% Internet/
Friends/Family
TOP 3 PURCHASE CRITERIA
1
2
3
49% Taste
34% Quality
30% Price
55% Taste
41% Price
32% Quality
TOP 3 SOURCES FOR INFORMATION
1
2
3
37% TV
25% Internet
21% Friends/Family
37% In-Store
22% TV
20% Friends/Family
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
21
WHICH CATEGORIES DO YOU ALWAYS USE A
PARTICUL AR BRAND AND SELDOM CHANGE?
Percent respondents in each region
ASIA-PACIFIC
EUROPE
MIDDLE EAST /AFRICA
Coffee
33
50
Milk/Soy Milk
35
Drinks
30
Yogurt
Cereal
18
24
12
Snacks
Soup
13
8
9
38
41
26
23
18
27
14
11
13
26
15
16
21
15
36
39
34
17
24
18
14
18
10
16
44
31
29
8
18
9
16
17
43
40
NORTH AMERICA
52
37
31
17
19
Condiments
Chewing Gum and
Confectionary
16
29
Instant Noodles
Frozen Foods
36
30
Over-the-Counter
Medicines
38
34
16
LATIN AMERICA
20
17
18
25
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
22
NEW WEALTH, NEW WORLD
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 onequarter 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.
DID YOU KNOW?
FUNCTION OVER FINANCE
MORE SOUTH KOREANS, JAPANESE AND
CHINESE CHOOSE FUNCTION OVER
PRICE FOR MOBILES
Copyright © 2013 The Nielsen Company
23
MOBILE / PERSONAL ELECTRONICS
MOBILE
PHONES
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
32% Brand
32% Price
25% Design
35% Price
31% Brand
27% Function
44% Price
26% Function
20% Brand
35% Internet
28% TV
18% Friends/Family
45% Internet
37% TV
26% In-Store
36% Internet
23% TV
17% In-Store
Friends/Family
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
29% Price
28% Brand
17% Function
36% Price
25% Brand
25% Function
47% Price
24% Function
24% Brand
31% Internet
29% TV
18% In-Store
42% Internet
37% TV
27% In-Store
42% Internet
27% TV
18% In-Store
TOP 3 PURCHASE CRITERIA
1
2
3
38% Function
35% Price
29% Brand
42% Price
26% Brand
26% Function
TOP 3 SOURCES FOR INFORMATION
1
2
3
48% Internet
30% TV
24% In-Store
46% Internet
22% TV
20% In-Store
PERSONAL
ELECTRONICS
ASIAPACIFIC
EUROPE
TOP 3 PURCHASE CRITERIA
1
2
3
40% Function
34% Price
26% Brand
44% Price
25% Function
23% Brand
TOP 3 SOURCES FOR INFORMATION
1
2
3
48% Internet
33% TV
23% In-Store
46% Internet
24% TV
20% In-Store
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
24
NEW WEALTH, NEW WORLD
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-infour 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.
DID YOU KNOW?
STAYING IN ST YLE
CLOTHING/SHOE DESIGN WINS
OVER PRICE OR BRAND FOR THAIS,
TAIWANESE, VIETNAMESE, RUSSIANS,
TURKS, EGYPTIANS, PAKISTANIS, SAUDIS,
COLOMBIANS AND PERUVIANS
Copyright © 2013 The Nielsen Company
25
NON-FAST-MOVING CONSUMER GOODS CATEGORIES
HOUSEHOLD
PRODUCTS
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
32% Price
22% Quality
20% Function
43% Price
29% Quality
27% Function
51% Price
30% Function
21% Quality
29% TV
20% In-Store
17% Internet
43% TV
33% In-Store
26% Internet
30% TV
25% In-Store
23% Internet
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
32% Price
27% Brand
17% Function
40% Price
27% Brand
24% Function
46% Price
24% Function
21% Brand
42% Internet
34% TV
23% In-Store
40% TV
32% Internet
32% In-Store
34% Internet
24% TV
22% In-Store
TOP 3 PURCHASE CRITERIA
1
2
3
48% Price
30% Function
25% Quality
36% Price
34% Function
26% Quality
TOP 3 SOURCES FOR INFORMATION
1
2
3
32% TV/Internet
29% In-Store
19% Friends/Family
29% In-Store
25% TV/Internet
16% Friends/Family
HOME
APPLIANCES
ASIAPACIFIC
EUROPE
TOP 3 PURCHASE CRITERIA
1
2
3
41% Function
33% Price
26% Brand
45% Price
27% Function
24% Brand
TOP 3 SOURCES FOR INFORMATION
1
2
3
39% Internet
38% TV
30% In-Store
39% Internet
25% TV
30% In-Store
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
26
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NON-FAST-MOVING CONSUMER GOODS CATEGORIES
CARS
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
32% Price
24% Brand
18% Design
31% Price
30% Brand
21% Design
47% Price
25% Brand
20% Design
25% Internet
23% TV
18% Friends/Family
36% TV
34% Intermet
24% In-Store
37% Internet
32% TV
18% Friends/Family
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
27% Price
25% Design
12% Brand/Quality
28% Design
25% Price
13% Quality
35% Price
25% Design
13% Quality
24% Other
19% In-Store
17% TV/Magazine
29% In-Store
23% Internet
23% Other
24% In-Store
23% Internet
23% Other
TOP 3 PURCHASE CRITERIA
1
2
3
32% Price
25% Brand
25% Function
40% Price
27% Brand
19% Design
TOP 3 SOURCES FOR INFORMATION
1
2
3
40% Internet
36% TV
20% Friends/Family
38% Internet
25% TV
17% Friends/Family
JEWELRY
ASIAPACIFIC
EUROPE
TOP 3 PURCHASE CRITERIA
1
2
3
39% Design
28% Price
16% Brand/Quality
32% Design
31% Price
10% Quality
TOP 3 SOURCES FOR INFORMATION
1
2
3
30% Internet
29% In-Store
24% TV
27% Other
25% In-Store
23% Internet
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
27
NON-FAST-MOVING CONSUMER GOODS CATEGORIES
CLOTHING
ASIAPACIFIC
EUROPE
MIDDLE EAST /
AFRICA
L ATIN
AMERICA
NORTH
AMERICA
35% Design/Price
23% Brand
17% Quality
44% Price
37% Design
24% Quality
56% Price
32% Design
19% Quality/Function
29% In-Store
20% TV
19% Friends/Family
45% In-Store
26% Internet
25% TV
29% In-store
26% Internet
20% TV
TOP 3 PURCHASE CRITERIA
1
2
3
49% Design
37% Price
21% Brand/Quality
48% Price
37% Design
22% Quality
TOP 3 SOURCES FOR INFORMATION
1
2
3
39% Internet
36% In-Store
24% TV
37% In-Store
28% Internet
15% Magazine
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
28
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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 threequarters 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.
DID YOU KNOW?
IN-STORE SAVERS
IN-STORE PRODUCT PROMOTIONS
APPEAL MOST TO ITALIANS, ISRAELIS,
RUSSIANS, BRAZILIANS AND PERUVIANS
Copyright © 2013 The Nielsen Company
29
FREQUENCY WHILE GROCERY SHOPPING
MOST TRIPS
SOME TRIPS
NO TRIPS
USE A SHOPPING LIST
35%
49%
GLOBAL AVERAGE
40%
ASIA-PACIFIC
40%
20%
55%
EUROPE
33%
49%
MIDDLE EAST / AFRICA
12%
16%
56%
LATIN AMERICA
63%
NORTH AMERICA
12%
35%
16%
29%
15%
28%
9%
COMPARE UNIT PRICES
37%
51%
GLOBAL AVERAGE
46%
ASIA-PACIFIC
39%
15%
57%
EUROPE
35%
51%
MIDDLE EAST / AFRICA
12%
36%
56%
LATIN AMERICA
46%
33%
55%
NORTH AMERICA
12%
35%
8%
13%
11%
10%
USE THE STORE PROMOTIONAL LEAFLET/FLYER
ASIA-PACIFIC
28%
12%
45%
28%
NORTH AMERICA
23%
48%
34%
MIDDLE EAST / AFRICA
22%
49%
33%
EUROPE
LATIN AMERICA
46%
46%
32%
GLOBAL AVERAGE
22%
42%
47%
19%
30%
35%
18%
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
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FREQUENCY WHILE GROCERY SHOPPING
MOST TRIPS
SOME TRIPS
NO TRIPS
USE COUPONS
GLOBAL AVERAGE
25%
ASIA-PACIFIC
25%
46%
48%
19%
EUROPE
12%
29%
41%
11%
LATIN AMERICA
27%
52%
17%
MIDDLE EAST / AFRICA
29%
42%
28%
61%
44%
NORTH AMERICA
44%
13%
PURCHASE FROM END-AISLE DISPL AYS
19%
GLOBAL AVERAGE
21%
ASIA-PACIFIC
EUROPE
NORTH AMERICA
51%
27%
60%
21%
12%
46%
26%
17%
MIDDLE EAST / AFRICA
LATIN AMERICA
55%
14%
23%
51%
28%
48%
20%
38%
67%
13%
46%
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
Copyright © 2013 The Nielsen Company
31
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
Argentina
Australia
Austria
Belgium
Brazil
Bulgaria
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland
Israel
Italy
Japan
Latvia
Lithuania
66%
89%
80%
81%
46%
51%
83%
59%
40%
60%
71%
73%
90%
36%
78%
89%
80%
83%
53%
75%
65%
11%
22%
77%
70%
58%
80%
72%
65%
Malaysia
Mexico
Netherlands
New Zealand
Norway
Pakistan
Peru
Philippines
Poland
Portugal
Romania
Russia
Saudi Arabia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
61%
37%
93%
88%
97%
15%
37%
32%
65%
55%
44%
48%
49%
75%
79%
17%
83%
67%
93%
82%
75%
30%
46%
United Arab Emirates 71%
United Kingdom
84%
Ukraine
34%
United States
78%
Venezuela
41%
Vietnam
34%
Source: Internet World Stats, June 30, 2012
32
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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.
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Copyright © 2013 The Nielsen Company
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