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Online consumer marzo 2014 - Nielsen
- 1. James Russo – SVP Global Consumer Insights
March 2014
THE CONNECTED
CONSUMER
- 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
8July 2013 – New Wealth, New World: Nielsen report – percept who strongly or somewhat agree
QUALITY TIME WITH FAMILY
IS MOST IMPORTANT
HIGHER EDUCATION IS
IMPORTANT
FAMILY PLANNING IS
IMPORTANT
WOMEN SHOULD HAVE INFLUENCE
ON IMPORTANT HH ISSUES
TRADITIONAL VALUES
ARE VERY IMPORTANT
MOST IMPORTANT ROLE FOR
WOMEN IS WIFE/MOTHER
RELIGION IS
IMPORTANT GUIDING SOURCE
88%
91%
89%
85%
69%
34%
34%
LA
76%
77%
70%
78%
69%
31%
39%
NA
91%
92%
91%
86%
74%
36%
28%
MEXICO
OUR VALUES ARE SIMILAR
- 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary.
12
WHERE DOES THIS LEAVE RETAIL SALES?
UNIT SALES + 0.4% 0%
ALCOHOLIC BEVERAGES + 7% + 3%
GENERAL MERCHANDISE - 4% - 4%
MEXICO UNITED STATES
Source: Nielsen ScanTrack, Total U.S. – All Outlets Combined (plus Convenience), 52 weeks ending 11/23/2013 (vs. year ago), UPC-coded
Source: Meat, Deli, Produce - Nielsen Perishables Group FreshFacts® - Fresh Coverage Area, 52 weeks ending 11/30/13., UPC and Non-UPC
Source: Nielsen ScanTrack. T Mexico Selfservices.. FY 2013 vs FY 2012
- 13. How do we reach the connected
consumer in these challenging
times?
- 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
15
CONSUMERS PAYING MORE FOR LESS TIME SPENT
Source:
Nielsen ScanTrack, Total U.S. All Outlets Combined (plus Convenience), 13 weeks increments (average unit price percent change vs. year ago), UPC-coded
Nielsen Perishables Group FreshFacts® U.S. Fresh Coverage Area (units)
Faster Fresher
shoppers who claim to
purchase a CPG product
online in past 12 month
Better
LATAM 42%
U.S. 40%
MEXICO 24%
Eating more natural,
fresh foods
MEXICO 65%
LATAM 63%
U.S. 49%
- 17. Copyright©2012TheNielsenCompany.Confidentialandproprietary.
17
GROW IT OR BUY IT:
CAPITALIZE ON AN UNSATURATED MARKET
Don’t be caught with a health and wellness void
Source: Nielsen Global Survey (4Q13) ; Nielsen Annual Ailment Survey 2013 Source: Global On line Survey 2011
The No. 1 global consumer concern
after the economy is HEALTH.
60%
of Mexicans were
engaged in some form
of weight
management
in 2013
52%
of Latin Americas
were engaged in
some form of weight
management
in 2013
38%
of Americans were
engaged in some form
of weight
management
in 2013
- 19. Copyright©2013TheNielsenCompany.Confidentialandproprietary.
19
BUILD A REASON AND THEY WILL BUY
Socially
responsible
Niche
products
Customization
Consumers who said they’d be willing to spend more on products
and services from socially responsible companies:
LATAM 2011: 49% 2013: 55%
MEXICO 2011: 55% 2013: 54%
US 2011: 36% 2013: 44%
Source: Nielsen Global Survey
Corporate Social Responsibility 2011 & 2013
- 25. Copyright©2013TheNielsenCompany.Confidentialandproprietary.
25
annual shopping
trips
FIND YOUR BEST OUTLET TO BE SEEN AND HEARD
Source: Nielsen Consumer Panel, Nielsen IBOPE Mexico.
158
annual shopping
trips
U.S. 2008-2009
2013
1 billion+ log in each month
231 million log in each month
31% own a tablet (+486% in 2 yrs)
11% own a tablet in Mexico
67% own a smartphone (+49% in 2 yrs)
63% own a smartphone in Mexico
381
annual shopping
trips
MEXICO 2010
141 382
annual shopping
trips
2013
- 27. Copyright©2013TheNielsenCompany.Confidentialandproprietary.
27
KEEPING UP WITH CONSUMERS
Buy, adjust and measure across media platforms
Source: (ANA/Nielsen Multi-screen Survey, 8/20/13
Thinking of today and
3 years from now, indicate
the importance of integrated
multi-screen campaigns in
effectively delivering a
marketing message
Somewhat Important Very Important
2013
2016
55%
12%
38%
85%
- 36. Copyright©2013TheNielsenCompany.Confidentialandproprietary.
36
NEW WAYS TO MEASURE WHAT MATTERS
Advances in neuroscience generate new insights to improve advertising impact
Understand the moments an ad activates memory and draws attention
Source: Nielsen Neuro
0
5
10
0 5 10 15 20 25 30
EFFECTIVENESS
Identifying the
beneficiaries was
highly engaging and
activated empathy
- 41. James Russo – SVP Global Consumer Insights
March 2014
THANK YOU