The document discusses how consumers in Asia Pacific discover and purchase new products. It finds that consumers in developing markets like Vietnam and Thailand rely more on word-of-mouth from friends and family, while consumers in developed markets like Australia and New Zealand are more likely to discover products through active internet searching. The top drivers for new product purchases in the region are convenience, products that make life easier, recommendations from others, affordability, and products worth paying more for.

1. Source: Nielsen Global New Product Innovation Survey
LOOK WHO’S BUYING
NEW PRODUCTS...
HOW DO CONSUMERS DISCOVER NEW PRODUCTS?
VIETNAM
THAILAND
INDONESIA
PHILIPPINES
MALAYSIA
JAPAN
SOUTH KOREA
SINGAPORE
AUSTRALIA
NEW ZEALAND
88%
77%
72%
68%
58% 56%
48%
43%
37% 36%
DEVELOPING DEVELOPED
MOST COMMON SOURCES IN ASIA PACIFIC:
CONSUMERS HAVE A STRONG APPETITE FOR INNOVATION
CONSUMERS HAVE A STRONG APPETITE FOR INNOVATION
BUT SUCCESS CAN BE HARD TO COME BY.
FOUR WAYS FOR A MORE SUCCESSFUL NEW PRODUCT:
From engineersFrom bricks,
clicks to flicks.
Place bets on the
strongest ideas.
Listen to your
consumers.
GET THE
INNOVATION RIGHT
GET THE RIGHT
INNOVATION
GET THE ACTIVATION
STRATEGY RIGHT
GET EVERYONE
BEHIND YOU
LOOKING TO ACHIEVE NEW PRODUCT SUCCESS?
www.nielsen.com/apac
LISTEN TO YOUR CONSUMERS
For more information, check out Nielsen’s report:
1 2 3 4
Copyright © 2015 The Nielsen Company
TOP FIVE DRIVERS OF NEW PRODUCT PURCHASES IN ASIA PACIFIC
WORTH PAYING
MORE FOR
25%
CONVENIENCE
24%
MAKES
LIFE EASIER
22%
RECOMMENDATION
22%
AFFORDABILITY
21%
% of consumers who bought a new product in their last grocery shopping trip
WHY THEY BUY
RELIANCE ON INTERNET-RELATED PLATFORMS IS HIGH:
BRAND/MANUFACTURER WEB PAGE 28%
TV AD
53%
ACTIVE
INTERNET
SEARCHING
42%
FRIENDS/
FAMILY TOLD
ME ABOUT IT
55%
SOCIAL MEDIA POSTING 27%
INTERNET ADS 32%
6 IN 10
GLOBAL CONSUMERS BOUGHT A NEW PRODUCT
IN THEIR LAST GROCERY SHOPPING TRIP