Grocery report 2013
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Grocery report 2013 Grocery report 2013 Presentation Transcript

  • WHAT DO VIETNAMESE GROCERY SHOPPERS WANT? 2013 AND BEYOND
  • WHO WHAT HOW VIETNAM Copyright ©2012 The Nielsen Company. Confidential and proprietary. STATE OF THE MARKET CONSUMERS CONCERNS TOUCH POINTS • Macro outlook • Consumer Confidence Index • FMCG Overview • Affordable to aspirational • Aging population • On her mind to in her cart • Health and nutrition • In-home enjoyment • Upgrading for value continues • Television • Online • Mobile
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. STATE OF THE MARKET VIETNAM AT A GLANCE
  • MACROECONOMIC CONDITIONS ARE IMPROVING MODERATE INFLATION GROWING EXPORTS INCREASED RESERVES International reserves (in months of import) 17,3% Monthly Inflation YOY Inflation 6,5% Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1,0% 2,2% 2,7 2,8 in 1H’13 vs. YA 2,2 2,3 2,3 1,9 1,8 6,7% 1,5 1,6 HIGH TECH 0,1% products increase Q1-11 Q3-11 Q1-12 Q3-12 Q1-13 CURRENT ACCOUNT SURPLUS 5.9% of GDP Source: GSO, GSO 2012, Worldbank 4
  • BUT CHALLENGES EXIST….. SLUGGISH GDP GROWTH STRESS ON FISCAL DEFICIT RISE OF BANKKRUPTCY Source: IMF – Apr’13 Source: Worldbank Source: Agency of Business Registration Vietnam GDP growth (%) Debt to GDP ratio (%) 6,8 6,3 5,3 5,9 5,0 5,2 5,2 45 43 47 52 48 Number of new registered enterprise reduced 6.8% 52 Enterprises registered capital reduced 16% Copyright ©2012 The Nielsen Company. Confidential and proprietary. Q1’13 vs. Q1’12 2007 2008 2009 2010 2011 2012 Source: GSO 1.96 % RATE IS ON INCREASE 26% Number of enterprises stop business 2.28 % 1H’12 UNEMPLOYMENT 1H’13 5
  • GROWTH OUTLOOK IS MODEST FOR VIETNAM Copyright ©2012 The Nielsen Company. Confidential and proprietary. Asia pacific is expected to be fast growing region, yet Vietnam is at lower pace. Source: IMF – Apr’13 Note: Gross domestic product (GDP) is the market value of all officially recognized final goods and services produced within a country in a given period of6 time.
  • THE ECONOMY AND JOB SECURITY ARE KEEPING CONSUMERS AWAKE AT NIGHT Vietnamese are less confident in the region Consumer Confidence Index Q2'2013 19 Job security 19 14 51 KO 75 78 TW JP 93 95 95 98 103 107 110 114 118 121 124 NZ SG VN AU MY Copyright ©2012 The Nielsen Company. Confidential and proprietary. The economy HK CN TH IN PH ID 0 50 Base : All respondents n=10024 Consumer Confidence Survey – Q2 – 2013 100 150 7 Increasing utility bills (electricity, gas, heating, etc) 11 12 Health 11 12 Increasing food prices 8 11 9 8 Work/life balance Increasing fuel prices 5 % 9 Parents' welfare and happiness 2 6 Debt Biggest concern 33 Q. What is your major concern over the next 6 months Base : All respondents n=501 Second biggest concern Field Dates: May 13 to May 31, 2013 7
  • CONSUMERS SHOW SPENDING RESTRAINT “Putting spare cash into savings” means consumers are spending less Consumer Spending & Saving strategies – Q2’13 SPENDING STRATEGIES Putting into savings 66 68 Holidays / vacations New clothes New technology… 32 28 % 36 33 Q2 2012 Q2 2013 29 32 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Q: How to utilize spare cash after covering essential living expenses SAVING STRATEGIES Cut down on out-of-home entertainment Spend less on new clothes Try to save on gas and electricity Base : All respondents who answered Yes to Q10 (Code 1) n=440 Source: Nielsen Consumer Confidence Index – Q2’13 67 65 % 63 Q: Compared to this time last year, which of the following actions have you taken in order to save on household expenses? 8
  • FMCG IS SLOWING DOWN Fast Moving Consumer Goods market dynamics – Total Vietnam 30% 27,6% 26,8% 25,0% 27,2% 20% 5,5% 15,8% 15% 22,9% 22,3% 21,1% 20,1% 19,4% 24,4% 24,2% 23,8% 25% 15,6% 11,3% 21,2% 20,5% 19,9% 18,7% 18,3% 16,0% 12,2% 16,8% 16,2% 9,5% 5,8% 4,4% 6,5% 20,4% 14,0% 5,9% 11,2% 15,5% 18,6% 13,9% 15,6% 14,0% 10,2% 20,5% 20,3% Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10% 12,8% 12,8% 5% 8,1% 8,0% 11,0% 14,6% 15,5% 14,7% 14,6% 8,7% 12,9% 11,2% 9,9% 6,1% 5,4% 10,0% 6,6% 7,4% 4,7% 8,4% 7,2% 5,8% 4,3% 3,0% 3,0% 0% Unit value change Source: Retail Audit Data Volume change Nominal growth 9
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. ACROSS SUPER-CATEGORIES Source: Retail Audit Data 10
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHO SHOPPERS MATTER
  • DO YOU KNOW THE ASIAN CONSUMER? 1 WE ARE THE MOST LABELCONSCIOUS REGION IN THE WORLD. 2 THREE IN FIVE ARE WILLING TO PAY MORE FOR DESIGNER PRODUCTS. CHINA, INDIA AND VIETNAM ARE THE WORLD’S TOP THREE LOVERS OF ALL THINGS ‘DESIGNER’. 3 WE ARE A REGION OF IMPULSE SHOPPERS AND EARLY ADOPTERS. CHINA, INDIA AND INDONESIA RANK HIGHEST GLOBALLY. 4 WE ‘KNOW BEFORE WE GO’ VIA RESEARCH AND PRICE COMPARISONS AND ARE SENSITIVE TO DEALS. 6 PHILIPPINES AND VIETNAM ARE LURED BY PRODUCTS WITH FREE GIFTS. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 WE ARE KEEN TO “GO GREEN”. THAILAND, INDONESIA, VIETNAM AND THE PHILIPPINES ARE THE REGION’S MOST ECOMINDED AND WILLING TO PAY. 7 8 9 10 WE VALUE FAMILY BONDING, FAMILY PLANNING AND EDUCATION. WHEN BUYING MOBILE PHONES, FUNCTION PREVAILS OVER PRICE AND BRAND. FOR CLOTHING AND SHOES, DESIGN WINS OVER PRICE OR BRAND, PARTICULARLY FOR THAIS, TAIWANESE AND VIETNAMESE. WHEN BUYING HEALTH AND BEAUTY PRODUCTS, WE OPT FOR FUNCTION OVER QUALITY AND PRICE. Source: Nielsen Global Report 12
  • DO YOU KNOW WHERE YOUR “SHOPPORTUNITIES” ARE? AFFORDABLE TO ASPIRATIONAL Rising middle class Rising aspirations AGING POPULATION Copyright ©2012 The Nielsen Company. Confidential and proprietary. Current: 64% under 35 years old 65 years old population estimated to grow 4 times by 2050 ON HER MIND TO HER CART Women role becomes more important Quality of living is improved 13
  • MEET THE EMERGING MIDDLE CLASS Vietnam is set to see an enormous rise in its middle class consumer segment and spending => sophisticated demand to improve quality of living Class A+ 2 4 6 Middle class 9 27 32 38 Class C 39 34 Class D Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 14 21 Class B million in 2012 Class E 8 Class F 2010 95 million in 2020 million in 2030 $310 $940 billion in 2020 billion in 2030 Consumption 25 20 14 44 $46 billion in 2012 3 2 2 2011 2012 Source: HIB – Nielsen database; OECD Development Centre 14
  • ‘PREMIUM’ SHOWING STRONG GROWTH Copyright ©2012 The Nielsen Company. Confidential and proprietary. Dominated by middle class need for ‘Affordable Premium’ Source: Nielsen Retail Audit April 2011 – Mar 2012 15
  • ‘PREMIUM’ SHOWING STRONG GROWTH Dominated by middle class need for ‘Affordable Premium’ MAINSTREAM 24 PREMIUM VALUE GROWTH RATE Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 FMCG CATEGORIES 10 ASEAN COUNTRIES 21 VALUE Source: Nielsen Retail Audit April 2011 – Mar 2012 35 SUPER (PI: >3) ASIA’S DECOMPOSITION OF ‘PREMIUM’ 49.51% LOW (PI: 1.2-1.5) 9.17% HIGH (PI: 1.8-3) 20.34% MID (PI: 1.5-1.8) 20.98% 16
  • TOP PREMIUM PICKS ARE BISCUITS, FACE MOISTURIZER, INSTANT MILK FORMULA, DETERGENT Copyright ©2012 The Nielsen Company. Confidential and proprietary. Inside Asia’s Premium Basket Source: Nielsen Retail Audit April 2011 – Mar 2012; Hong Kong, Korea, Singapore, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam 17
  • WHAT DO THE MIDDLE CLASS NEED IN STORE? Checklist To… HELP CALCULATE PACKAGING CUE DESIRED IMAGE DIFFERENTIATED ASSORTMENT OFFER AN OPPORTUNITY TO TRY PREMIUM TRIAL PROGRAMES Copyright ©2012 The Nielsen Company. Confidential and proprietary. PRICE TAGS ENCOURAGE USAGE FRIENDLY SERVICE TRY OUT NEW CATEGORIES AND BRANDS AIR-CONDITIONING ENJOY MODERN RETAIL ENVIRONMENT Source: Nielsen Bag or Byte Report 18
  • “GOLDEN POPULATION STRUCTURE” Capitalise on the window of opportunity 85+ 80-84 • 18 MILLION: the young demographic of 15-24 years old • The future potentiality of the country • Improve the quality of the country’s human capital MALE 75-79 FEMALE 70-74 65-69 60-64 55-59 50-54 45-49 40-44 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 35-39 30-34 25-29 20-24 15-19 10-14 5-9 Million 0-4 Source: Vietnam population 2012 0 1 2 3 4 5 19
  • AGING CONSUMERS Demanding for new and specialized categories > 65 YEARS OLD AGING INDEX (*) MEDIAN AGE 2014 90.6 mil 29.8 y.o 5.6 mil 39.9 % 2024 99.5 mil 33.9 y.o 8.6 mil 61.1 % 2034 Copyright ©2012 The Nielsen Company. Confidential and proprietary. POPULATION 105 mil 38 y.o 13.5 mil 96.7 % 2044 108 mil 39.9 y.o 17.5 mil 128.1 % 2049 108.7 mil 40.5 y.o 19.5 mil 140.8 % Source: Ministry of Planning and Investment General Statistic Office based on Vietnam census (*) number of people aged 65 over per 100 youths under age 15 20
  • GROWTH IMPACT TO YOUR BRAND AND BUSINESS NOW Copyright ©2012 The Nielsen Company. Confidential and proprietary. TEEN & YOUNG ADULT • • • • • Soft Drink Energy Drink Snack Toys and Games Education Services FUTURE SENIOR PEOPLE PRODUCT FOR ADULT • • • • • • • Adult Milk Adult Diapers Sensitive Toothpaste Nutritional Supplements Diabetic Foods/ Drinks Medical Insurance Leisure Travel 21
  • HELP AGING CONSUMERS THROUGHOUT THEIR SHOPPING JOURNEY Lighter aluminum shopping carts Lowered shelves Slower escalators Enlarged price tags Widened aisles Copyright ©2012 The Nielsen Company. Confidential and proprietary. Better lighting Dedicated payment lanes Magnifying glass on shelves Source: Nielsen Bag or Byte Report
  • WHEN IT COMES TO SPENDING DECISIONS, WOMEN ARE IN CONTROL 90% of women believe 90 NUMBER OF WORKING WOMEN IS ON THE RISE 85 81,8 82,8 80,3 80 83,3 83,0 83,5 79,5 77,0 75 67,8 70 65,5 63,3 65 60 60,5 58,5 58,3 56,0 Across 95% of countries, quality is the #1 driver of brand loyalty. 50 Q2 2011 When it comes to life’s decisions, women want to share responsibility. 63,3 55 Copyright ©2012 The Nielsen Company. Confidential and proprietary. their role is changing for the better. Q3 0211 Q4 2011 Q1 2012 MALE Q2 2012 Q3 2012 Q4 2012 Q1 2013 FEMALE Social media has VIETNAM Source: Personal Finance Monitor Q1 2013, Nielsen Women of Tomorrow Study 2011 become an indispensable tool. 23
  • WOMEN ARE THE SAME, YET DIFFERENT Opportunity to win not just her wallet but mind and heart Most impulsive UNCERTAIN MOTHERS AV. AGE = 47 More shopping ahead AV. AGE = 30 OPTIMISTIC MOTHERS AV. AGE = 47 DAUGHTERS Good value conscious GRANDMOTHERS AV. AGE = 67 Most habitual shopper • Store decisions are important • Usually plans her shopping list • While she checks prices, quality of products drives loyalty Copyright ©2012 The Nielsen Company. Confidential and proprietary. Heavier media user Enjoys ads Heavy on texting/email WOM important She watches TV and listens to the radio on a regular basis CONNECT Source: Nielsen Women of Tomorrow Study 2011 • need to stay connected • information seekers • aspirational • optimistic • holds multiple roles • burdened • empowered 24
  • FOCUS ON MEETING WOMEN’S NEEDS Copyright ©2012 The Nielsen Company. Confidential and proprietary. • • • • Au Co Accounts/ Deposits Ladies First Credit Card Women SME Service Package 8th March Branch – Women Banking • Designed specifically for modern women • Calcium volume is 4 times natural milk • Spa, facial treatment • Yoga, Pilates, Aerobic, Zumba, Sexy dance, Boxing, K-POP • Exclusively for women with 6 branches nationwide 25
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHAT CONCERNS MATTER
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHAT ARE THEIR CONCERNS? Health & Nutrition In-home Enjoyment Upgrading for value continues 27
  • HEALTH IS AMONG CONSUMERS’ TOP CONCERNS Consumers’ biggest concerns – Q2’13 Total health spending per capita – USD 200 180 19% Economy 160 140 Indonesia 120 Myanmar 100 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 19% Job Security Philippines 80 Thailand 60 Vietnam 40 20 11% Health 0 1995 1997 1999 2001 2003 2005 2007 2009 Source: Nielsen Consumer Confidence Report Q2-2013 Source: World Health Organization 28
  • NUTRITIONAL BALANCE IS CONSIDERED ESSENTIAL FOR GOOD HEALTH 78% Eat fresh/ natural food 47% Physical exercise Copyright ©2012 The Nielsen Company. Confidential and proprietary. Eat/ drink in moderation 46% Consider the meal’s nutrition 41% Keep mind relaxed 35% Q20. Current and plan-to-do solutions (All respondents n=700) 29
  • DAIRY & JUICES ARE REGULARLY CONSUMED Future opportunity for more advanced nutritional products TOP ‘HEALTHY’ FOOD CONSUMED REGULARLY VOLUME GROWTH – MAT JUN’13 VS. YA DRINKING YOGHURT +27% FRUIT JUICES 46% SOY MILK 44% LIQUID MILK +22% Copyright ©2012 The Nielsen Company. Confidential and proprietary. BEANS/ PEANUTS 37% CHOLESTEROL-REDUCED COOKING OIL 35% LIQUID MILK 31% SOYA MILK +17% YOGURT 18% Source: Nielsen Global Survey of Food Labeling Trends Jan’12 Nielsen Retail Audit data 30
  • COMMUNICATING SUFFICIENT NUTRITIONAL INGREDIENTS TO ACHIEVE BRAND SALIENCE… Key factors considered when purchasing healthy/ nutritional food (%) 8 8 36 23 Affordable Approved by health professionals 25 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Sufficient nutritional ingredients Reduced risk of disease “ I always buy products from popular brands and having nice packaging, with health certification “ My criteria: sufficient nutritional ingredients (changing dishes everyday to ensure enough nutrition for family) (Youth, HN) Source: (Mum with children, HCM/HN) ” Q23. Key factors considered when purchasing healthy/ nutritional food (All respondents n=700) Nielsen H&N Qualitative Study Q1’13 ” 31
  • NUTRITIONAL FACT LABELS: HOW TO ENSURE PRODUCT QUALITY? How often do you read it? Nutrition Facts Label 64% Always/ Most of the time How much do you understand? Copyright ©2012 The Nielsen Company. Confidential and proprietary. 67% All/ Most Do you believe it? 52% 27% 25% 68% INDIA THAILAND CHINA All/ Most Q29/ 30/ 31. Packaging of products: Nutrition in formation/ supplement facts (All respondents n=700) Source: Nielsen Global Survey of Food Labeling Trends Jan’12 32
  • OUT-OF HOME ENTERTAINMENT IS ON THE TOP OF THE LIST OF SPENDING CUTS 67 Cut down on out-of-home entertainment 65 Spend less on new clothes 63 Try to save on gas and electricity 49 Delay upgrading technology, eg. PC, Mobile etc 46 Cut out annual vacation Delay the replacement of major household items 44 Cut down on telephone expenses 44 41 Cut down on take-away meals 29 Cut down on holidays/short breaks 22 Use my car less often Copyright ©2012 The Nielsen Company. Confidential and proprietary. % 21 Switch to cheaper grocery brands 19 Cut down on or buy cheaper brands of alcohol 18 Cut down on smoking 15 Cut down on at-home entertainment 11 Look for better deals on home loans, insurance, credit… I have taken other actions not listed above Base : All respondents n=500 Source: Nielsen Global CCI Report Q2-2013 1 33
  • FROM OUT-OF-HOME TO IN-HOME ENTERTAINMENT BEVERAGE CHANNELS BEVERAGE PACKAGE ON PREMISE +8% Copyright ©2012 The Nielsen Company. Confidential and proprietary. OFF PREMISE +18% PLASTIC BOTTLE MULTI SERVE 12% share, +24% AT HOME ENJOYMENT IS INCREASING!! Source: Nielsen Retail Audit Data Sep 13 34
  • MORE COMMUNICATION ON IN-HOME ENJOYMENT Rejoice: Bring spa to home Copyright ©2012 The Nielsen Company. Confidential and proprietary. Maggi: Thơm ngon sáng bóng như nhà hàng 35
  • MORE VALUES IN 1 PRODUCT Yoghurt with collagen Beverage with Vitamins Nutritional Beverage Copyright ©2012 The Nielsen Company. Confidential and proprietary. Foundation + Moisturizer 36
  • UPGRADING TO PREMIUM CONTINUES Volume % share of premium segment (Ave price index >120) 50,0 45,0 MAT LY MAT TY 40,0 35,0 30,0 25,0 20,0 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 15,0 10,0 5,0 0,0 Source: Nielsen Retail Audit Data Sep 13 37
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOW TOUCH POINTS MATTER
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOW DO WE REACH THEM? TELEVISION ONLINE MOBILE Most effective channel influencing consumers’ decision Widely spreads in Asia as well as in Vietnam Embracing as new channel 39
  • ADVERTISING CONTINUES TO INFLUENCE DECISIONS COMMERCIALS WILL INCREASE MY BRAND PREFERENCE SEEN ADVERTISING ON MEDIA CHANNELS % of respondents who strongly/ somewhat agree 74 News/ Magazine 49 Advertising at bus station 38 LCD screen at building, office 15 Bus LCD screen 14 LCD screen at coffee shop MOST POPULAR CHANNELS 96 Outdoor advertising Copyright ©2012 The Nielsen Company. Confidential and proprietary. Television 11 FREQUENCY Everyday More than once a day 58% 36% Source: Nielsen Global Survey of Consumer Shopping Behaviour Q3 2012; Nielsen Personal Finance Monitor Q1 2013; Omnibus 2012 67% 33% 31% 40
  • ‘DIGITAL’ IS WIDELY PERVASIVE IN VIETNAM Vietnam Malaysia No. of cellphones (per 100 people) Thailand Indonesia SMARTPHONE USAGE 2011 2012 18% 30% Philippines INTERNET USAGE 3G Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 MULTI SCREENS DISPLAY Connected with: Phone + TV+ Internet (46% smartphone users and 43% Ipad users also use them when watching TV) Faster Information. Better Entertainment ONLINE ADVERTISING Time on internet: > 16h/week Viral Marketing is engaging with consumers and make them talk… about your brands… for free! Build brand acceptability Source: Nielsen Smartphone Insights 2012; Nielsen Omnibus May 2013; Nielsen Business Barometer 2012 66% accessed internet in P6M INVESTMENT IN INTERNET An increasing investment towards internet … 16% in 2012 vs. 5% in 2011 41
  • ONLINE PURCHASING IS NOT COMMON YET, BUT ONLINE BEHAVIORS PROMISES POTENTIALITY Conduct research online (for example, checked price, read a consumer review,) 51 72 70 Look up product information online 36 42 44 Read a grocery retailer's circular/flyer online 59 37 59 35 15 45 Compare prices for a grocery product online 50 Browse a manufacturer's website for a grocery category 53 Look for deals online Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 49 Look for coupons from an online coupon site 48 Purchase a product online 47 30 15 44 44 19 26 40 49 16 36 37 Daily Base : All respondents n=506 Source: Nielsen Global Digital Shopping Report Q12012 18 15 44 Weekly Monthly Thinking about Household Grocery Shopping, which of the following activities have you done in the last month on Any Online Connected Device? 42
  • PURCHASE INTENT REMAINS DIVERSIFIED ACROSS CONNECTED DEVICES 47% Household Appliance 47% Mobile Phone (Included accessory) 43% Food & Beverage Copyright ©2012 The Nielsen Company. Confidential and proprietary. Apparel / Accessory / Shoes / Jewelry 39% Travel Service Reservation 36% Entertainment Tickets 36% What categories of products do you plan to purchase on Any Connected Device in the next 3 to 6 months? Base : All respondents n=506 Source: Nielsen Global Digital Shopping Report Q12012 43
  • RETAILERS REJOICE AS STORE HOURS NO LONGER DICTATE SHOPPING HOURS FUTURE Which store are you hitting? Copyright ©2012 The Nielsen Company. Confidential and proprietary. NOW Which website, app? From consumer to shopper when you enter the store Cash or credit? Source: Nielsen Bag or Byte Report What did the online review say? Paypal, credit, e-wallet? 44
  • Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE ASIAN MOBILE CONSUMER MALAYSIANS ARE THE HEAVIEST USERS OF MOST OF VIETNAMESE BUY THEIR MOBILE PHONES FROM 79% SOCIAL MEDIA & WEB BROWSING ON THEIR PHONES VIETNAMESE WATCH MOBILE VIDEOS USING AN APP 4 OUT OF 10 INDONESIANS BUY THEIR PHONES ONLINE $$ MALAYSIA AND SINGAPORE ARE BIG ON APPS 7 OUT OF 10 1 OF 3 IN MALAYSIA AND SINGAPORE 7 OUT OF 10 SINGAPOREANS RECEIVE MOBILE ADS AT LEAST ONCE A DAY MAJORITY IN SINGAPORE, MALAYSIA AND VIETNAM BROWSE THE WEB ON THEIR MOBILE PHONES Source: Nielsen Global Report MALAYSIAN BUY MOBILE DEVICES THAT OFFER SINGAPOREANS ACCESS THEIR EMAILS ON THEIR MOBILE DEVICES CONSUMERS IN VIETNAM SELECT MOBILE DEVICES THAT GIVE THEM GOOD VALUE FOR MONEY MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS ALL SEA COUNTRIES MAJOR ELECTRONIC STORES BANK ON THEIR PHONES 1 of 3 IN VIETNAM, INDONESIA AND THE PHILIPPINES NEVER LOOK AT MOBILE ADS EASE OF USE & RELIABILITY WIDE CHOICE OF APPLICATIONS INDONESIAN CONSUMERS GO FOR INNOVATIVE FEATURES & STYLISH DESIGNS MAJORITY IN INDONESIA, VIETNAM AND THE PHILIPPINES PREFER PRE-PAID SERVICE ARE IMPORTANT TO CONSUMERS IN THE PHILLIPINES TO FIXED CONTRACTS 45
  • MOBILE SHOPPING IS FAST-SHAPING RETAIL ASIA 83 % mobile penetration in Asia Copyright ©2012 The Nielsen Company. Confidential and proprietary. SHOP SHARE SEARCH Source of support before and during shopping trip Source: Nielsen Research 46
  • MANUFACTURERS AND RETAILERS ARE EMBRACING MOBILE AS A NEW CHANNEL ENGAGE WITH CONSUMERS Copyright ©2012 The Nielsen Company. Confidential and proprietary. ENHANCE SHOPPING EXPERIENCE DRIVE INCREMENTAL SALES Source: Nielsen Global Report 7-ELEVEN has begun testing NFC enabled kiosks at the store entrance, so that users can download coupons before shopping. TESCO catalogue accessed by Smartphone users via QR code scans. STARBUCKS has made a highprofile decision to push the new mobile payments firm Square 47
  • MOBILE TECH BRINGS BIG RETAIL BRANDS TO RURAL INDIA Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1. Sales staff visits shop owner 2. Presents Product Range 3. Takes order and messages via mobile app 4. Orders sent as mobile phone messages appear in a central server 5. Orders are lodged by rural retail customers 6. Consignments are packed into a small goods truck and driven to village stores Source: Nielsen Global Report 48
  • A FINAL THOUGHT Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHO WHAT - MIDDLE CLASS - AGING POPULATION - ROLE OF WOMEN - HEALTH & NUTRITION - AT-HOME ENJOYMENT - MORE IN ONE HOW - TELEVISION - INTERNET - PHONE GROWTH
  • THANK YOU