Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago.
Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent to $76.6 billion from the first quarter of 2012.
2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.
Global FMCG retail is pegged at $4 trillion today, growing at a rate of just 4%, with signs of continuing sluggish performance in developed markets. On the other hand, total retail e-commerce is predicted to grow by 20% (combined annual growth rate) to become a $4 trillion market by 2020.
The world is increasingly complex, instrumented and virtual. There’s vast amounts of information about consumers and the factors that influence their behavior that simply didn’t exist in the data warehouse era. Here, we take a closer look at how all this data will affect retail when it comes together with recent technology trends.
The variety and increasing scale of data, as well as the scope of activity it is meant to inform, demands a solution that goes well beyond a simple enterprise data warehouse. So what might that more robust solution look like?
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel. In fact, they travel more than any other generation, including Baby Boomers.
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel—and shopping along their journeys.
Retail players have long believed that large-format stores will eventually take over the landscape, but today’s reality disproves the “bigger is always better” myth. Although large stores still account for 51% of global sales, smaller channels are growing sales up to eight times as fast their larger counterparts.
Nielsen Sports' latest report examines not only the rising interest in para-sports and the Paralympics, its growing status as a media product and how the Games already works for partners, but also notes the opportunity it provides to change attitudes – and, critically, what that might mean for current and future para-sports sponsors.
Modern retail has long been guided by a powerful premise: the bigger, the better. But the retail landscape is shifting, and this mantra no longer holds true in all cases. This report explores the pain and pleasure points in global consumers' shopping experiences.
The Demand Institute projects that consumers in China will spend $56 trillion over the next decade. But China is a sprawling region and spending patterns will vary greatly. So which consumers should companies focus on?
Capturing a part of the $56 trillion in consumer spending that The Demand Institute projects will take place in China over the next decade will depend on deep insight into the country’s highly varied urban landscape.
For multinationals and other companies looking for opportunity in China, look no further than to connected spenders, a young, affluent and connected group eager to engage with brands and their conversations.
China’s economy is shifting, and many companies’ current strategies for China are becoming outdated. Louise Keely, president of the Demand Institute and a senior vice president at Nielsen, takes a look.
The growth of China's e-commerce sales has outpaced that of the U.S.—growing at a rate of 52% year-over-year in 2014 versus 17% for the U.S. With rapid growth increasing the competitors in this space, however, how can retailers win?
While consumer confidence declined in 10 of 14 Asia-Pacific markets, the region still leads all global regions with an index score of 107. Among the four markets that improved from the previous quarter, the Philippines showed the biggest quarterly country-level confidence increase of seven index points, rising to a score of 122—the country’s highest level on record.
Food is one of the most important parts of our daily life. In the following survey report, Nielsen will provide a close look at consumers’ attitudes towards food and provide insights on how best to interact with your customer.
Consumer confidence in Asia-Pacific increased in nine of 14 markets measured by Nielsen in Q1, compared to only three that rose in Q4 2014. Nine markets in the region remained at or above the 100-baseline level of optimism. At 130, India reached its highest level since 2011—up one-point from Q4. Confidence in India has been on the rise for six consecutive quarters.
The growth rate of the fast-moving consumer goods (FMCG) sector (146 categories) has decreased from 3.8 percent to 1.1 percent. Thus, there are the top six retail market trends for driving FMCG market growth.
In the banking realm, where engagement has historically taken place at teller counters, times are changing—and so are consumer banking preferences. And in that way, marketers should make a concerted effort to identify their customers before trying to reach them.
Not all consumers are created equal. In fact, some can be so meaningful from a sales and growth perspective that they’ve been upgraded to “super consumer” status by some researchers and industry observers who realize how meaningful this group can be to companies and brands.
Much has been written about the growing wealth and income gap between America’s rich and poor. However, the wealth gap exists not just among individuals, but among entire communities. And we can anticipate where local consumer demand is headed by examining the state of local communities.
Times are changing, and today’s digital world is having widespread effects on an array of consumer behaviors, including how we handle our finances. Electronics and mobility are key trends for financial institutions to keep track of, but consumers aren’t ready to sever all ties with their local bank branches just yet.
Three agents of change have affected food retailing in Europe over the last 20 years, and the effects of these factors have culminated in recent times to stifle growth. And how well the CPG industry, particularly in Western Europe, handles the next 12 months or more will hinge on how well companies learn to live with flat—or negative—sales volumes.
For small businesses, the need for a deeper understanding of its customers is growing, and big data can provide that critical insight. And in today’s competitive world, the local bakery needs more than just a fresh croissant waiting for Bill in the morning to keep him loyal.
Competition for consumers’ wallets is gathering pace as the payment ecosystem evolves. Consumers have an array of choices and considerations at their fingertips, and individual consumer needs vary. Payment preference is not universal, and strategic marketers that know how to drive budding trends—particularly card usage—will be rewarded with loyalty.
Private brand sales accounted for $112 billion in 2013 but have increased just 1 share point since 2009. Amid private brands’ sluggish growth, however, the top 10 retailers have successfully tapped the segment's potential. So what is it about these 10 retailers that make them so successful?
Growing old is a fact of life, and most of us have at least a few concerns about how we’ll manage in our golden years. The biggest fears that the majority of us have pertain to not having the self-reliance it takes to care for our basic needs, losing our physical agility and declining mental competence. So how can industries help?
From economics to quality of life, housing can tell us much about the state of Americans today. So having a clear sense of where this market is headed is crucial to understanding consumers. But what does the future hold?
Make no mistake, store brands aren’t what they used to be. Today, U.S. supermarket shoppers spend $1 of every $5 on store brands, and their sales are growing in just about every retail channel. And that spend is having a big impact.
Despite e-commerce's momentous effect on shopping behavior, it's far from revolutionary; it’s simply an evolution. While many have recognized the opportunities created by new technology, some categories—like consumer packaged goods (CPG)—haven’t capitalized on e-commerce. Nevertheless, CPG manufacturers and retailers can boost sales by engaging with shoppers in new ways and providing unique shopping benefits through their online models.
Millennials are the social generation, both online and in-person. As the founders of the social media movement, they’re never more than a few clicks away from friends and family. And offline, they prefer to live in dense, diverse urban villages where social interaction is just outside their front doors.
As a major engine of the U.S. economy, the housing market is steadily watched and analyzed as a barometer for the general wellbeing of the country. Housing, however, isn’t just about economics—or even shelter. It’s a window into the lives of American consumers, and it provides insights that go well beyond home buying and price trends.
The world’s population is getting older and many consumers say the world isn’t prepared for the shift. According to the World Health Organization, 2 billion people will be at least 60 years old by 2050, which raises questions and concerns for consumers as well as industries.
Much like the products we buy or the devices we prefer watching content on, services, too, tend to vary according to where we live. According to Nielsen’s 2014 Local Watch Report, this regional consumption of services plays a critical role in the type of healthcare consumers are receiving
It takes a lot to define a generation, and no two generations are alike. As much of the world is watching the second-youngest generations develop and become full-fledged consumers, marketers are placing more and more emphasis on how to engage with them. Most are children of Baby Boomers, and all are eager to carve out a unique identity as they come of age.
It takes a lot to define a generation, and no two generations are alike. As much of the world is watching the second-youngest generations develop and become full-fledged consumers, marketers are placing more and more emphasis on how to engage with them. So who are they and why are marketers and brands getting to know them?
How can companies rise above the clutter online and on store shelves to capture an audience that is bombarded with options? It’s all about keeping up with—and in many cases, staying ahead of—consumers. And despite the myriad challenges, it’s not as hard as you think. Consumers are more engaged than ever in this hyper-connected world, and a little innovation and effort to reach them where they already are can bring big results.
The number of digital devices and platforms available to today’s consumers has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. And these changes are contributing to the media revolution and blurring traditional media definitions.
Technology has changed a lot in the last 30 years—even the last three! In Nielsen’s Digital Consumer Report, we explore this transformation and examine how the everyday lives of consumers are now intertwined with the digital world.
In looking at trends shaping up for this year, Nielsen forecasts that global retail sales will be relatively flat, with dollar sales inching up about 1.8 percent. But growth won’t be across the board, as consumer attitudes and preferences have shifted in some areas over the past two years. So where are the key areas for growth?
The “mass affluent” are wealthier than the average Joe but represent just 12 percent of U.S. households, making them notoriously difficult to find and engage. Fortunately, their active online presence presents an intriguing opportunity for marketers to use digital precision marketing to reach this elusive audience while protecting their privacy.
The mass affluent only represent 12 percent of U.S. households, so reaching this highly concentrated group can be difficult. However, the mass affluent have a strong online presence, and digital precision marketing has become an effective way to reach this valuable audience.
Canadian consumer confidence increased three index points in the fourth quarter of 2013, reaching the baseline score of 100. The quarterly uptick equalized two previous quarters of declines, bringing the figure in line with the sentiment of 12 months ago. Improved job prospects, personal finances and spending intentions were strong drivers of the hike in consumer confidence for Canadians.
Energy consumption has been a factor for consumers since the dawn of modern civilization, but in a world of rapidly advancing technology and environmental awareness, it’s never been as topical as it is today. And while consumers are tuned in, they’re more often motivated by price than environmental impact.
Energy consumption has been a factor for consumers since the dawn of modern civilization, but in a world of rapidly advancing technology and environmental awareness, it’s never been as topical as it is today. So, are consumers tuned in, and how are they approaching their own energy usage and the impact that has on the world they live in?
While consumers are more engaged with food than ever, many have less time for planning and preparing home cooked meals. Growing hunger for convenience—a broad and evolving need—will continue to affect the entire store in 2014.
Few people have the luxury of taking in the Super Bowl in person, which makes the big game one of the biggest television events every year. It’s also one of the biggest occasions to throw a party. And this year, Americans aren’t holding back in terms of how and where they plan to relish the key matchup between the Seattle Seahawks and Denver Broncos.
Working Moms—the 40 percent of women who have children under age 18 and have full-time jobs—are affluent consumers with limited free time. So how to you reach them? By making their lives easier and anticipating their needs and interests.
Advertising during the Super Bowl requires very deep pockets, as the average 30-second spot cost marketers well over $3 million the last two years. And the stakes for those dollars are just as big, considering that viewership routinely tops the hundred-million viewer mark.
Over the past 15 years, e-commerce has grown significantly but remains just below 6 percent of total commerce. So why does it feel like a lot more when we consider the droves of shoppers who are always on their computers and smartphones? According to Dr. Venkatesh Bala, chief economist for The Cambridge Group, a part of Nielsen, consumers' expectations have evolved.
When it comes to online shopping for cosmetics, Chinese consumers take their time and cover all the bases before they make their purchases. And in addition to spending hours looking for the right products and deals, their paths to purchase often include actively engaging and interacting with brands and online communities before they open their wallets.
For mainland Chinese visitors to Hong Kong, shopping is a key activity that nine in 10 tourists enjoy. A recent report by Nielsen, however, finds that mainland visitors are coming to Hong Kong less frequently, staying for shorter periods, and spending less on shopping, compared to last year. Nevertheless, accessibility to Hong Kong continues to grow.
Everybody needs to eat, but rising food prices may cause consumers to change their shopping habits—and limit their discretionary spending—to put food on the table. In Ireland, two-thirds of respondents (66%) to a recent report indicate they cannot afford a rise in food prices without making difficult choices elsewhere.
As we head into the holiday season, everyone has that friend or relative who poses a tricky gift-giving conundrum. This year, consumer insights from Scarborough encourage shoppers to think about their gift recipients in terms of consumer groups like working moms, sports fans, arts enthusiasts, connected consumers and status seekers.
To accurately affect the behavior of the U.S.’s diverse shoppers, marketers need to understand distinct preferences for by demographic, category, and retail channel. The new Nielsen Category Shopping Fundamentals study explores the varied mindsets of today’s U.S. shoppers when it comes to making purchases for their everyday needs.
While the Indian economy boasted a 9 percent boost in GDP during its 2007-2011 fiscal years, the last two years have been a different story. In fact, India has been staring down the barrel of a severe economic crunch. But the horizon appears brighter, which should provide relief for India’s FMCG market.
When consumers head out for their everyday shopping needs, are they navigating the store on auto-pilot or are they open to new products and experiences? As with many of the puzzles marketers face, the answer here is anything but clear-cut. And in looking at recent consumer engagement data across 100 FMCG categories in the U.S., the behavior here is quite varied.
Today, Canada is home to 6.8 million foreign-born residents, and that shift is worth noting for any marketer interested in ways to make products and services that cater to Canada’s evolving demographic landscape.
As the fastest growing multicultural segment in the U.S. with an outsized impact on the consumer marketplace, Asian Americans have emerged as a powerful economic force. The group’s buying behaviors and viewing patterns, however, are different and unique from the total population.
Asian Americans have emerged as a powerful economic force. By building on the group's heritage, academic achievement, adaptability and spending clout, businesses can find considerable growth opportunities among these consumers.
Diversifying palates and a focus on health in North America are driving increased demand for a range of atypical meats at the dinner table, introducing an element of adventure along the way. In year ended June 29, 2012, sales of not-so-typical meats grew an average of 6 percent in the U.S. and rang up more than $350 million in combined sales.
Visible minorities in Canada have potential to bring an additional $5 billion to Canadian manufacturers in the next four years. They will also double and increase to almost one-third of the country’s population in the next two decades. A recent webinar dove into the details behind the ethnic consumers who are changing the Canadian mosaic.
The U.S. market has been tough recently on many of the big consumer packaged goods (CPG) companies, after many years during which the leading players typically fared quite well. The advantage the leaders historically derived from their scale and scope is no longer what it once was, leaving big companies wondering how to adjust.
How do you keep your customers satisfied and coming back to your store for more? New findings from a recent survey showed that retailer loyalty program participants valued discounted or free products. But if membership isn’t free and easy--or the benefits aren’t clear--there's a good chance consumers won't join.
The shopper and retailer landscape in Asia-Pacific has been shifting on a fundamental level over the past decade, but we’ve also seen marked changes over the past year. While less-recent changes have particularly centered around drivers of store choice, newer shifts are reflective of much different attributes.
There’s no time like the holidays for lavish feasts and decadent treats, which means it’s time for consumers to start decking their fridges and pantries with food for year-end entertaining. And when December hits, shoppers up the ante when it comes to stocking their baskets with fresh foods.
U.S. retailers have long considered Black Friday the unofficial start of the critical holiday selling season, but 85 percent of consumers plan on skipping the stores on Black Friday this year. However, A whopping 88 percent of consumers said they will use their computers again this year to do their Cyber Monday shopping.
When economic times are tough, consumers around the world adopt consistent strategies to cut back and save money, but understanding market-by-market tactical variations is essential. Understanding brand position and the retail demand landscape allows companies to adjust strategies and tactics in order to protect profitable shoppers.
Retailers are already rolling out their holiday promotions, and those efforts appear to be working, as nearly one quarter of U.S. consumers have started their holiday shopping. Holiday shoppers can also be notorious procrastinators, as 60 percent say they will wait a bit before they start their shopping. So what does this mean for U.S. retail sales this year?