This document discusses consumer behavior and advertising trends in the US consumer packaged goods industry. It notes that consumers are spending more time at home due to the recession, becoming more involved with brands. They are also increasingly concerned with environmental sustainability and transparency from brands. The use of mobile devices is growing for various purposes. The document then outlines advertising trends, including strong growth in internet, mobile, and video advertising. It notes that while digital spending is growing for CPG companies, they still lag other industries. Finally, it predicts that mobile platforms will overtake display ads and gaming may emerge as a strong brand-building medium.

1. Consumer Behaviour and Advertizing Trends
US Consumer Packaged Goods Industry
Ashutosh Tyagi
Chief Marketing & Strategy Officer
‘Think As Consumer’
Website: www.thinkasconsumer.com

2. Consumer Trends
Higher Involvement with Brands at Home
Growing Concern for Environment Safety
Demand for Transparency
Recession has forced billions to retreat to home, causing an increase in time
spent on entertainment and food at home. This is resulting into high
involvement with the brands.
Consumers are expecting brands to engage more with ecologically sustainable
activities. Brands with value in creating new, environmentally beneficial life
will resonate well with consumers
Brands must pro-actively show and prove that they have nothing to hide.
Consumers are demanding that brands should go beyond unsubstantiated
statements on 'values' or 'culture' and present real, unambiguous and clear
evidence, or statements about actual results.

3. Consumer Trends
Increasing Role of Mobile Devices in Life
More and more brands with turn to mobile application for service delivery. For e.g.
there are already more than 13000 health applications on apple store
Demand from Brands to Add Value Using Data Mining
Responsible brands to demand Contribution from Consumers
Consumers will look to their mobile devices to maximize absolutely every
moment. Hectic, urban lifestyles mean that even small available time will be
spent on mobile devices for content, connection, consumption or simply for
fun.
Now, increasingly savvy consumers will start to seek owning and make the most of
their lifestyle data, and turning to brands that use this data to proactively offer
customers help and advice on how to improve their behavior and/ or save money.
Brands that are embarking on the much-needed journey towards a more sustainable
and socially-responsible future will demand that their customers also contribute,
and in doing so earn the respect of even the most hyper-demanding of consumers.
Mobile Driven Service Delivery

4. Advertizing Trends
• Internet is the fastest growing medium by some distance. It grew 16.4% over the
course of 2012, and is expected to grow at an average of 16% annual growth for 2013
to 2015.
• Desktop Internet advertising continues to grow more rapidly than any of the other
traditional media, even though mobile costs are substantially lower. 8% growth in
desktop ad spend in 2013 and 2014, and 7% in 2015 is forecast.
• Display is the fastest-growing sub-category, with 20% annual growth, due to the rapid
rise of online video and social media advertising, which are growing at 25% and 33% a
year respectively.
• Paid search is forecast to grow at an average rate of 15% a year to 2015, driven by
continued innovation from the search engines
• Mobile advertising has now taken off, and is forecast to account for 37% of all growth
in ad expenditure this year, and 31% in 2014.
• Mobile advertising is still relatively small, expected to total US$14.3b worldwide this
year, or 2.8% of total ad expenditure, but it is growing extremely rapidly.

5. Advertizing Trends
• Television’s share of global ad spend has stabilized, after growing slowly but surely for
most of the last three decades. Television accounted for 36% in 2000 and 39% in 2010.
Television’s market share is expected to peak in 2013 at 40.1%, before falling back
marginally to 39.5% in 2015.
• Online classified has been subdued since the downturn in 2009. It is expected to
show an average annual growth of just 4% for the next four years.

6. Digital Media Spends on CPG
The CPG industry, along with sellers of other consumer products, have grown their digital
spending at a somewhat faster rate than the retail or financial services industries, though
they remain relative laggards in terms of online spend. Just 8.3% of total digital spending
this year will come from CPG firms. Unlike retail and direct response marketers, CPG
advertisers are focused on branding efforts: 62% of digital spending will go toward banner
ads, rich media, sponsorships and video,

7. Future Outlook On Key Advertizing Platforms
• Mobile platform will kill the display ads, just as the Internet killed the newspaper ads.
The shift from desktop to mobile is absolutely as big as the shift from brick-and-
mortar to online.
• In the past two and a half years, global mobile traffic has jumped from 1% to 10% of
total Internet traffic, according to the latest.
• Gamification is a major emerging trend. As games engage consumers much more
than any other media, brands are looking at creating their games to buold strong
bond with consumers.
• Games in the future are expected to crush all other media and to emerge as the
strongest medium to build brands.

8. For any support or more information, you could
contact:
Ashutosh Tyagi
Chief Marketing & Strategy Officer
‘Think As Consumer’
Website: www.thinkasconsumer.com
Email: ashutosh@thinkasconsumer.com
Mobile: +91 9818328050

9. Thanks