Consumer Confidence Survey 09

Nielsen Consumer Confidence Index

Update for 2nd Quarter 2009
(Global Online Survey)

by Catherine Eddy
Executive Director, Consumer Research

Confidential & Proprietary • Copyright © 2009 The Nielsen Company

Survey Method
• Interviewed 14,029 regular Internet users in 28 markets
worldwide
• Samples in Indonesia= 501 while in Asia Pacific 9,583
consumers with Internet access
• Conducted between June 15 to June 29, 2009
• In Indonesia we estimate Internet use at 10%, among
urban people. Lower if we include rural people
• Most Internet users tend to be students, males, and better
off
• So these results are not for the whole population, but
rather for Internet users
• It is interesting, however, to see how Internet users in
Indonesia compare to those around the World

Consumer Confidence Survey Field dates 15/06/09 – 29/06/09 Confidential & Proprietary
Copyright © 2009 The Nielsen Company

5 Regions…28 Markets Worldwide
• Asia Pacific (13) • Europe (9) • North America (2)
– Australia (AU) – France – Canada
– China (CN) – Germany – USA
– Hong Kong (HK) – Italy
– India (IN) – Poland • Middle East, Africa &
– Indonesia (ID) – Russia Pakistan - MEAP (2)
– Spain – South Africa
– Japan (JP)
– Turkey – UAE (United Arab Emirates)
– South Korea (KO)
– Malaysia (MY) – UK

– New Zealand (NZ) – Ukraine • Latin America (2)
– Philippines (PH) – Argentina
– Singapore (SG) – Brazil

– Taiwan (TW)
– Thailand (TH)


Consumer Sentiment and Confidence in the
Future of the Economy


Consumer Confidence Index
Mar-09 Jun-09
100
92.0
90 85.1
82.2 83.2 83.8 81.6
77.9 80.1 80.7
80 77.0
73.3
71.1
70

60

% 50
40

30

20

10

0
LA AP MEAP NA EU Global Average

Base : All respondents


Consumer Confidence Index
- Top10 in June 2009

120%
112.5 112.1

102.6
100% 95.9 94.9 94.4 92.5
90.3 89.2 87.2

80%

60%

40%

20%

0%
Indonesia IN PH BR AU CN AE CA NZ SG



Consumer Confidence Index: ID

Indonesia

120 120
117
113
111 110 112.5

103 104 104

1st Half 2nd Half 1st Half 2nd Half 1st Half 2nd Half 1st Half 2nd Half 1st Half June
'05 '05 '06 '06 '07 '07 '08 '08 '09 ‘09
% Change: ? 1% ? 7% ? 2% ? 4% ? 3% ? 0% q 10%
? 8% q 6%
? 5% p 8.5%


Perceptions of Local Job Prospects over the NEXT 12 Months

Excellent (4) Good (3) Not so good (2) Bad (1)

100% 2% 2% 5% 6% 6% 9% 10% 12%
13% 14%
90% 19% 18%
28% 30% 31%
80%
37%
70% 40% 58%
55%
55% 54% 43%
60%
58% 58%
50% 60% 64%

54%
40% 55% 56%

30% 50%
40%
36% 33%
20% 37% 28%
32%
25% 23%
10% 18% 17%
15% 13% 11%
6% 5% 5% 3% 5% 5%
0% 2% 2% 2% 1% 1% 0 0
ID IN PH CN MY SG AU TH NZ TW HK JP KO AP

Base: All Respondents


Perceptions of State of Personal Finances over the NEXT 12 Months


100% 2% 0 3% 7% 6% 7% 6% 7%
12% 13%
16%
90%
22% 23%
27% 38% 35%
80%
36% 40%
70% 44% 44% 42%
42% 41%
60%
55%
50% 51%
65%
40% 58% 49% 52%

30% 50%
46% 40%
43% 43% 37%
41%
20%
25%
10% 21%
12% 11%
9% 8%
4% 3% 3% 2% 4% 2% 2% 5%
0% 1% 1%
IN ID PH NZ MY SG TH CN HK TW JP KO AP



Perceptions of Good or Bad Time for people to buy the things they
want and need over the NEXT 12 Months


100%
9% 6% 8% 9% 9% 8%
12% 12%
16% 16% 19% 17%
90%

80% 37%

56%
70% 44% 49%
45% 50% 52% 54%
60% 47% 54% 61%
49%
59% 55%
50%

40%
45%
30%
34%
40% 39% 38% 35% 34% 31%
20% 33%
30% 28% 29%
23% 21%
10%
12% 9%
4% 4% 3% 3% 4% 5% 3% 2% 3% 2% 3%
0% 1% 1% 1%
AU IN NZ CN PH ID SG HK TH MY TW JP KO AP



Expenditure and Saving Patterns


How to utilise spare cash after covering essential living expenses
- Asia Pacific Average
'March 2009 'June 2009

60
Putting into savings 60

37
Holidays / vacations 41

31
Investing in shares of stock / mutual funds 36

32
New clothes 35

26
New technology products 31

28
Paying off debts / credit cards / loans 28

24
Out of home entertainment 27

20
Home improvements / decorating 23
10
Retirement fund 11

7
I have no spare cash 5

0 10 20 30 40 50 60 70
%



How to utilise spare cash after covering essential living expenses
- Indonesia Average
Mar-09 Jun-09

67
Putting into savings 62

44
Investing in shares of stock / mutual funds 40

29
New technology products 34

25
Holidays / vacations 33

29
Paying off debts / credit cards / loans 28

17
Home improvements / decorating 22

20
Out of home entertainment 21

17
New clothes 19
9
Retirement fund 9

3
I have no spare cash 4

0 10 20 30 40 50 60 70 80
%


Major Concerns


Biggest Concern over the next 6 months
- Regional (Asia Pacific) Average
Biggest Concern
Job security 26
24
The economy 23
18
Work/life balance 12
14
Health 6
8
Childrens education and/or welfare 5
6
Increasing food prices 5
5
Parents welfare and happiness 4
4
Debt 3 Mar-09
3
Increasing utility bills (electricity, gas, heating, etc) 3 Jun-09
3
Increasing fuel prices 2
3
Political stability 3
2
Global warming 2
2
War 1
2
Terrorism 1
1
Crime 1
1
Other concern 2
3
No concerns 1
2

0 10 20 30
•Add up to 100% (single answer)
%


Biggest Concern over the next 6 months
- Indonesia Average
Biggest Concern
The economy 25
24
Work/life balance 16
21
Parents' welfare and happiness 13
13
Childrens' education and/or welfare 7
10
Job security 10
7
Political stability 8
6
Global warming 5
5
Health 5
3 Mar-09
Debt 3
3
2
Jun-09
Increasing food prices 2
Increasing fuel prices 0
2
War 0
1
Tolerance towards different religions 0
1
Lack of understanding of other cultures 0
1
Increasing utility bills (electricity, gas, heating, etc) 2
1
Terrorism 0
0
Other concern 1
1
No concerns 1
0

0 10 20 30
•Add up to 100% (single answer)
%


Major Concerns over the next 6 months
- Job security

Biggest concern Second biggest

100

90

80

70

60

% 50

40
17 15 12 12
30 14 11 13
11 10
20 12 6
9 9
29 28 29 28 26
24 20 24
10 19 18 5
14 14 14
7
0
CN HK KO SG PH IN TW MY TH AU JP NZ ID AP


- The economy


100

90

80

70

60

% 50

40 22
24 18
19 17
30 16
18 17
16 13 13 13
20 13 11
27 24 24 25 23 23
10 18 16 16 16 16 18
12 14
0
TH HK ID MY SG TW CN IN AU JP NZ KO PH AP


- Work/life balance


100

90

80

70

60

% 50

40

30
13
14
20 13
13 12 11
13 12 8 8 8
21 10 6
10 18 6
11 11 12 14
8 9 10 10 9 7 7 6
0
ID CN PH KO TW IN JP AU MY NZ SG HK TH AP


- Health


100

90

80

70

60

% 50

40

30
17
20
16 12 9 10 12
9 7
10 7 7 6
15 7
9 10 11 10 8 9 5 5 8
6 6 5 3 3
0 2
HK CN PH JP SG NZ MY AU IN TW ID TH KO AP


- Children's education and/or welfare


100

90

80

70

60

% 50

40

30

20
9 10
10 7 6 6 6
7 5 5 5 5 4
10 9 6 6 4 4 6
5 4 5 5 5 4 4 3 1
0
ID KO CN NZ SG TW IN JP PH AU HK TH MY AP


- Increasing food prices


100

90

80

70

60

% 50

40

30

20
13
10 10 6 9 8 6 7 8 6 6
8 7 6 6 5 4
5 4 4 5 4 3 3 2 2 2 2 5
0
NZ AU IN SG MY CN JP TW HK KO PH TH ID AP


- Parents' welfare and happiness

100

90

80

70

60

% 50

40

30

20 16

10 11 8
10
13 6 6 6 6 5 7
7 6 4 4 4 3
5 4 4 4 3 4 3 3 3 3 4
0
ID IN KO PH HK SG TW CN JP AU MY NZ TH AP



- Political stability


100

90

80

70

60

% 50

40

30

20

10 7 6
7 4 4
6 6 5 4 2
0 3 4 2 2
1 2
1 1
1 1
0 1
0 0
1 1
0 2
TH ID MY PH JP KO HK TW CN AU IN NZ SG AP


Do you think your country is in an economic recession at the
moment?
Yes No

100
6
14 16
90 20 21 24
28 29
36 36 38
80 40
49
70
75
60

% 50
94
86 84
40 80 79 76
72 71
64 64 62
30 60
51
20
25
10

0
KO NZ TH MY SG JP PH TW AU ID IN HK CN AP


Do you think your country will be out of an economic recession in
the next 12 months? Of the 64% who thought we were in one...
Yes No Don't Know

100
15 16
90
28 26 27
31 33 33 32 32 33
80 39 39 39
19
70

60
30 38
% 50 22 43
25 38 39 40 41 40 53 77
40 43
66
30

20 39 39 36 35
29 28 28 27 27 30
10 20 19
7
0
IN CN SG ID HK AU MY TH NZ PH KO TW JP AP
Base : All Respondents those who have said yes at Q8


Changing Purchase Behavior


Have spending habits changed compared to 1 year ago

Yes No

100

90 87 85
79 78
80 75 75 73 71
70 68 67 68
61
59 57
60

% 50
41 43
39
40
32 33 32
27 29
30 25 25
21 22
20 15
13
10

0
TH PH MY KO IN JP TW SG ID NZ CN AU HK AP



Actions taken in June 09 compared to actions predicted to continue
- Asia Pacific Average
Actions taken Actions predicted to continue

Try to save on gas and electricity 41
33
Cut down on take-away meals 40
20
44
Cut down on out-of-home entertainment 19
45
Spend less on new clothes 18
24
Look for better deals on home loans, insurance, credit cards, etc 18
Cut down on telephone expenses 29
17
Delay upgrading technology, eg. PC, Mobile, etc 38
15
Switch to cheaper grocery brands 29
14
Cut down on holidays / short breaks 29
12
Delay the replacement of major household items 30
12
Use my car less often 21
11
Cut down on smoking 13
9
Cut down on or buy cheaper brands of alcohol 16
8
Cut down on at-home entertainment 19
7
Cut out annual vacation 15
5
I have taken other actions not listed above 8
13

0 10 20% 30 40 50

Base : All Respondents those who said yes at Q10 (code 1)


Actions taken in June 09 compared to actions predicted
to continue Actions taken Actions predicted to continue
- Indonesia Average eg. PC, Mobile, etc
Delay upgrading technology, 47
13
Try to save on gas and electricity 46
37
45
Cut down on telephone expenses 26
42
Cut down on out-of-home entertainment 9
38
Spend less on new clothes 11
Cut down on holidays / short breaks 38
9
Delay the replacement of major household items 32
5
Cut down on take-away meals 21
9
Switch to cheaper grocery brands 17
6
Cut out annual vacation 15
4
Cut down on smoking 14
10
Look for better deals on home loans, insurance, credit cards, etc 13
7
31
Cut down on at-home entertainment 5
1
Cut down on or buy cheaper brands of alcohol 5
2
31

0 10 20% 30 40 50

Base : All Respondents those who said yes at Q10 (code 1)


Consumer Confidence Survey 09

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