In China, more than 46% of consumers are actively making purchases via the web, well above the global average of 25%. But China isn’t just the largest market for e-commerce. It’s also one of the most evolved, and so are its consumers.
Trust is a foundational element of building and maintaining brand health and achieving strong in-market performance. But when it comes to brand trust and the gender divide, what brands are seen as trustworthy in the eyes of men and which in the eyes of women?
In the emerging age of tap and go, mobile payments offer the promise of greater convenience and security for consumers, as well as entirely new ways for consumers and brands to engage with one another. What are the opportunities for consumers and brands from the connection of payments to a range of other digital activities on their phones? Louise Keely offers key insights.
Digital is gaining momentum, which has many clients asking: Should I move to an all-digital plan? “All digital” is a bold move for any marketer, with multiple factors to consider. But before you take the plunge, answer these 10 key questions.
While the traditional frenzy around the back-to-school shopping season has fizzled a bit, there are still active vital signs and opportunities to reinvigorate this once vibrant retail moment. So what are shoppers looking for this season?
As millions of Americans pine for the upcoming Labor Day weekend, there’s little doubt that many have lavish barbecues and backyard parties planned to revel in the last official holiday hurrah of the summer. So as the summer winds down, grills are heating up.
From the pureed food on spoons to the formula in bottles, you’d be hard pressed to find a parent who didn’t want the best for their baby. And they're willing to spend for it. But for baby care manufacturers, there’s plenty at stake in the battle for baby bucks.
These days, students seem to have more choices than ever—be it for backpacks, footwear or tech. And that means advertisers have their own homework cut out for them if they want their ads to stand out and generate scholarly returns. So what puts an ad at the front of the school bus?
Social media activity about live TV programming ebbs and flows as each program airs, signaling, according to recent research, how engaged the general audience is with what they’re watching. But when we step outside the minute-by-minute activity, we often see that individual programs see relatively steady overall levels of social activity during live airings.
While bigger markets often grab headlines, smaller are still viable and vibrant ways to reach consumers. And radio help advertisers do just that. Each week, 65 million Americans (12+) are using radio in America’s small and medium cities.
With 73% of Americans age 12 and up actively consuming movies and TV shows for home viewing, it’s important to understand the habits of such a powerful volume of consumers. Are they sticking with physical discs or moving to digital?
Last year, consumers bought half of the year’s books at physical stores. Over one-third of purchasers bought multiple books a month, and new research shows that very few actually plan their purchases. What does that mean? Kids’ books seem to fall squarely into the impulse purchase category.
How do you define family? If you’re a pet owner, you’re likely to use the term “family” to include more than just blood relatives in your own species. In fact, people treat their furry and feathered companions more like family members than ever, pampering them with treats, gifts, toys—even home-cooked meals.
When it comes to product innovation, starting off in the wrong direction can be tragic for a brand—and expensive. So when it’s time to get started, it’s no surprise that companies looking to innovate often turn to their consumer research departments for direction. But what’s the impact of that research on the bottom line?
Hispanics in the U.S. have a current spending power of about $1.4 trillion, so it comes as no surprise that marketers and advertisers are engaging them through Spanish language ads. But which ones are resonating? In the first half of 2015, the top ads leveraged similar themes, including a focus on mobile banking, use of bilingual dialogue and strong emotions from family ties.
Mobile is quickly becoming a strong factor in many ad campaigns, and as digital technology becomes more ubiquitous, it’s critical that marketers know if this medium is helping them connect with on-the-go consumers. So how are they faring in their efforts?
As summer has kicked into high gear across the U.S., we've been tracking the fortunes of major radio formats on the airwaves in the race for "format of the summer." With one month to go, three strong contenders are jockeying for this season's crown.
In looking at consumer confidence trends in China during the recent second quarter, a subtle shift is becoming apparent: willingness to spend among rural consumers is bolstering the country’s overall confidence. In fact, willingness to spend among these consumers hit 47% in the second quarter, up 10 percentage points from past quarters.
Summer is the season of beach reads, which means millions of Americans are sitting in the sun with a romance book (or e-book) in hand.Who’s reading these steamy stories? The fan base is a broader group than you might think.
While consumer confidence declined in 10 of 14 Asia-Pacific markets, the region still leads all global regions with an index score of 107. Among the four markets that improved from the previous quarter, the Philippines showed the biggest quarterly country-level confidence increase of seven index points, rising to a score of 122—the country’s highest level on record.
U.S. consumer confidence decreased six index points in the second quarter to a score of 101, but it remained at an above-the-baseline optimistic level. Consumer confidence in Canada increased two points to 98 after declining six points in the first quarter. Despite these declines, confidence in both markets remained above the global average of 96.
Not only do LGBT households make 10% more shopping trips in a year than the average U.S. household, they buy more at checkout. In aggregate, LGBT households spent an average of $4,135 at retail stores in 2014—7% more than non-LGBT households.
In each of the past two years, the national weekly radio audience has reached all-time highs according to Nielsen’s Audio Today report. And over the past five years, the weekly reach of radio among Blacks and Hispanics—two powerhouse demographics in the U.S.—has also been growing steadily.
The slowing pace of Chinese economic growth underscores the country’s need to transition from an investment- and export-led growth model to one powered by consumption. But how long will that transition take? The answer is crucial to companies looking to ride what will eventually be the next extraordinary surge in consumer spending in China.
Consumer confidence declined in six of seven Latin American markets measured by Nielsen in the second quarter, with Brazil (81) reporting the steepest quarterly drop of seven index points from three months ago. The decline represents the third consecutive quarter of declines for the region’s largest economy.
Though global consumer confidence declined one index point in the second quarter of 2015 to a score of 96, the European region increased two points to 79—the highest regional score in five years. In fact, 21 of 32 European markets (65%) were more optimistic than at the start of the year.
To break down the power of Hollywood's power couples, a recent analysis using Nielsen Talent Analytics took a look at the influence of Ben Affleck as a standalone celeb, as well as the endorsement potential and marketing clout of his relationships with Jennifer Garner and Jennifer Lopez.
The way we view the economy and what’s in our wallets can have a direct impact on our willingness to spend and save. As such, it’s no surprise that changes in consumer confidence can influence the actions consumers say they take to save on household expenses. And as global consumer confidence declined in Q2, saving strategies continued to permeate the mindset of consumers around the world.
While the U.S. economy continues to improve and consumer sentiment remains above a baseline level for optimism, many consumers are still searching for fiscal relief. In fact, 40% of respondents in a recent survey by Nielsen say they’re living paycheck-to-paycheck.
How many messages does the average person see in a day? The answer likely varies, but chances are high that we likely see thousands. So how should marketers step up their games to ensure their messages get heard in such a noisy world?
Global consumer confidence declined one index point in the second quarter to a score of 96. Regionally, confidence continued to rise in Europe, increasing two points to 79. Confidence held stead in Asia-Pacific, but fell in the three remaining regions.
Demographics and buying behavior are critical for any company to understand consumer preferences and demand. But consumer purchasing data can also help nonprofit organizations looking to better understand, serve and reach their populations of interest.
As evidenced by the critical acclaim for Laverne Cox in “Orange is the New Black” and cheers for soccer star Abby Wambach, entertainers who identify as LGBT are not only some of today’s most recognizable personalities—they’re highly influential as well.
With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them.
Long-term sales are what separate the winning innovations from those that fall short. However, sustaining growth is no easy feat, especially in a market where consumers are exposed to new experiences every day.
As the media landscape evolves, so too do the sources consumers use to find out about new products. Globally, shoppers' reliance on earned media is growing while their attention toward some paid media sources are declining.
How do companies, such as global brewer Anheuser-Busch InBev (ABI), make sure their creative efforts are noticed in today's fragmented world? They go where the beer drinkers (or their desired consumers) are—and across industries, that increasingly means going digital.
There’s no shortage of chatter in the media realm about the growth of digital, and the myriad conversations span everything from platform usage to consumption trends to advertising. While digital is a fluid and evolving arena, David Poltrack, chief research officer at CBS Corp., has a clear vision on where it fits into CBS’ strategy.
Much like in any industry, growth is where you find it. And in many cases, trends across an entire category can overshadow individual pockets of opportunity. That’s what’s happening in the U.S. beer market: A couple of key sub-groups are killing it while the overall category is posting lackluster gains.
Globally, more than six-in-10 respondents (63%) say they like when manufacturers offer new products. But while consumers across the globe are enthusiastic about new products, their purchasing patterns vary widely.
Although summer didn’t officially start until late June, the competition on the radio airwaves for annual summer bragging rights has been hot for several months now. Beginning with the Nielsen March PPM results, we’ve been eyeing a handful of major national music formats that are all vying to increase their share of audience come the dog days of summer.
While advertising is inherently a creative process, the implementation of ideas shouldn’t use a free-form approach. In fact, research shows that ad campaigns benefit greatly when marketers use a tightly controlled implementation process to help them maximize results and minimize waste.
In the ad measurement realm, ROI has always been the Holy Grail for marketers. That said, Nielsen’s Randall Beard notes that there’s more to the story than simply understanding if something looks like a good investment.
Traditionally, consumers haven’t been as engaged with the thermostats in their homes as they have been with their smartphones and tablets. After all, energy consumption isn’t nearly as entertaining as the latest online game or new shopping app. That was then, however, and now, home thermostats are gaining steam, largely because they’re getting “smarter.”
For most marketers, there are two types of shoppers: Those who have bought a brand's product before and those who haven't. Since buyers have already tried a product, marketers can use advertising to encourage additional buying. On the flip side, advertising can also help convert non-buyers into brand users, potentially driving additional market penetration and sales over the longer term.
Brand building can be costly and time consuming, so the ability to grow via line extensions—the use of an established product brand for a new item in the same category–can be extremely advantageous. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.
Embracing today’s digital ecosystem brings both opportunity and challenge. It provides marketers with direct ways to engage with consumers, but the rapidly evolving landscape doesn’t come with clear sign posts to follow.
With an estimated buying power that now eclipses $1.4 trillion annually, the U.S. Hispanic market’s cultural and consumer impact can be felt across multiple industries—even at local bookstores. In fact, Hispanic families are more likely to buy books for their children than the general U.S. population.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
Betting on winners and never losing might sound as fictional as a time-traveling DeLorean, but a panel at the recent Consumer 360 conference discussed strategies for using big data as an almanac that can lead to big business outcomes.
When it comes to taking a risk on a new product purchase, why do consumers choose one product over another? What needs and desires drive new product purchasing, and which attributes are most influential in the path to purchase?
Over the past five years, 45% of consumer packaged goods categories had flat or declining sales. New, smaller retail formats, aggressive competition and consumer rejection of a “one size fits all” mentality are leading manufacturers and retailers in search of alternative growth strategies, and many are turning to localization.
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
During the past four years, U.S. fresh food sales have increased 5%, along with consumer buzz and interest in eating and living well. This growth can implications for the entire store, but its relationship with the center store is often more complicated than simple rivals.
When it comes to hot topics in the media realm, it doesn’t get much bigger than cross-platform audience measurement. It’s also one of the most misunderstood. To iron out the specifics, a distinguished panel of industry experts at this week’s Consumer 360 event offered clarity around what it means and the challenges involved.
Innovation is alive and growing. That’s not to say, however, that it is easy or always garners runaway success. But for the companies that persevere and strive to deliver on unmet consumer needs, the rewards can be brand-building and financially rewarding.
Innovation matters. In the consumer product realm, it can drive profitability and growth, and it can help companies succeed—even during tough economic times. On the opposite side of the sales counter, consumers have a strong appetite for innovation, but they’re increasingly demanding and expect more choice than ever before.
Measuring the value of users across different devices have not historically aligned. But our Q2 Total Audience report focuses on the reach of audiences on different devices, as well as how often consumers are utilizing these devices and how long they are doing so.
Today's dads know the importance of living a healthy lifestyle, and these new “fit fathers” are replacing old stereotypes of beer guts, sloppy shirts and ugly ties. With Father’s Day around the corner, recent analysis can help retailers and consumers alike—with crafting promotional ideas and whittling down gift choices, respectively.
Does the lowest price always win? In Europe's sluggish economy, it can certainly seem that way. But a recent Nielsen study found the three things topping consumers' shopping lists were convenience, shopping experience and quality products.
To find out what dads are really paying attention to, Nielsen recently analyzed the top ads among dads in the U.S. over the first half of 2015. And one thing is certain—advertisements that promoted service-based companies were a big hit among fathers.
Music fests attract a large, youthful, audience: approximately 32 million people attend at least one U.S. music festival each year, 46% of whom are Millennials aged 18-34. So, which product categories do these festival fans favor, and what types of brands can benefit from sponsorships and tie-ins?
Asian-Americans take a holistic approach to beauty, spending more than average on fresh foods, as well as in the health and beauty department. In fact, Asian-Americans spend 70% more than the average share of the U.S. population on skin-care preparation products.
For video consumers, choice is rampant—in both content and platform. In fact, Tremor Video CEO Bill Day says the current environment has created what he deems the golden age of video. That choice, however, is a challenge for marketers. But it’s one Mr. Day expects will be a short-term one.
Although American Pharoah’s Triple Crown win is now in the rearview mirror, the race for radio’s summer format winner is just entering the first turn. Last month we reported that Hot Adult Contemporary (AC) and Country were sticking their noses into the race, and with the release of Nielsen’s May portable people meter results, we see that the field of contenders has gotten even more crowded.
Diverse and deeply rooted in their cultural traditions, today’s Asian-Americans value high-quality products and services and are brand loyal shoppers. And their unique consumption and media habits that are helping to redefine the American mainstream.
While the number of apps people are willing and/or able to actively use each the month has held steady, the time they spend engaging on those apps has increased. What apps are capturing consumers attention?
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.
In the candy business, it takes more than a sweet product to generate savory sales. In fact, candy manufacturers need to invest millions to build brand equity and distinguish their confections in a crowded marketplace. And to ensure a sweet outcome, marketers need assurance that they’re spending their dollars in the right places and at the right time.
The highly anticipated 2015 NBA finals are underway, featuring two of the hottest players in the league: Stephen Curry and LeBron James. Both have multiple endorsement deals and already draw the attention of the masses. So while the battle on the court should be a thriller, advertisers are hoping fans will be spending big at the checkout counter.
It’s easy to lose sight of the long game when it comes to the effect of advertising. Truth be told, however, advertising can be just as effective—if not more so—over the long haul than it is at the time it launches.
There’s very that little pet owners won’t do for their furry friends. In fact pet owners' willingness to open their wallets for them is often unwavering. Even in times of economic strife, worldwide pet food sales have been steadily growing over time, but the pockets of potential in this category are narrower than one might expect.
By mid-century, the U.S. will be a “majority minority” nation. By 2060, fewer than five in 10 will be white non-Hispanic. This level of demographic change represents a remarkable challenge for retail real estate investors, developers, advisers and retailers. It’s also a remarkable opportunity.
Reaching the right audience in the digital arena has proven challenging for many marketers. In fact, more than one-third of digital impressions don’t go to the right audience. Nielsen's Randall Beard explains the complexities and how marketers can improve their efforts.
Canadian consumers love music, and they’re spending more time with it in more ways. This is particularly the case with Canadian teens. According to Nielsen’s Music 360 Canada report, teens report listening to 40% more music than they did in 2013. So what’s driving the surge?
Whether to celebrate a game winning shot, mourn a fallen character or gasp at a scandalous plot twist, thumbs across the U.S. tapped furiously this season, sending millions of Tweets and generating over a billion impressions on average each week.
Consumer confidence in the Latin America region has been on a slow decline for about two years now, dropping two additional index points in the latest first quarter results from Nielsen’s Global Consumer Confidence Survey. The regional index of 86 is the lowest score since 2009.
Despite evidence that the rise of digital shopping has become an influential factor in the changing retail landscape, consumer shopping channel preferences continue to shift. A review of sales trends for select FMCG around the world reveal that when it comes to trade channel importance, there is no single answer that’s right for all.
U.S. consumer confidence increased one index point in the first quarter to a score of 107, maintaining an above-the-baseline optimism level for a year now. Conversely, confidence declined six points in Canada to a score of 96, marking the country’s lowest score since 2012.
After peaking at 50% in 2007, the Hispanic home ownership rate in the U.S. now stands at 45%—and it’s declining. While most Hispanics say they plan to buy in the next five years, less than one-fourth say they’re prepared to do so.
Touted as the fastest growing segment of the U.S. population, multicultural consumers have another advantage in the marketplace: They’re young and living longer. With a growing youthful and receptive audience, marketers can cultivate and build relationships early—establishing trust and brand loyalty.
Recession-minded Europeans found a silver lining in the first quarter of 2015 for, despite the fact that the region remained the least optimistic globally with an overall consumer confidence index score of 77. And Nielsen’s Global Consumer Confidence and Spending Intentions Survey showed that job confidence rose quarter-over-quarter in 15 of 32 European markets measured.
In the U.S. retail market, the word luxury doesn’t have the same connotation that it once did. Or perhaps it’s just that the consumers who shop for luxury goods aren’t who they used to be. Either way you look at it, defining luxury today is no easy task—and neither is identifying how people view the term.
Despite the changing media environment, however, one such pre-placement decision is nothing new—whether to have someone endorse the product. Still, a celebrity endorser can be a major investment for some advertisers, so understanding how potential customers view that person is key.
Consumer confidence in Asia-Pacific increased in nine of 14 markets measured by Nielsen in Q1, compared to only three that rose in Q4 2014. Nine markets in the region remained at or above the 100-baseline level of optimism. At 130, India reached its highest level since 2011—up one-point from Q4. Confidence in India has been on the rise for six consecutive quarters.
In Q1, Millennial respondents were more eager to spend—especially those in the 25-29 age range. In fact, their spending intent for holidays/vacations, new clothes and out-of-home entertainment exceeded the global averages by as much 10 percentage points.
While some consumers like to stick with what they know, others are more adventurous—even in the alcoholic beverage aisle. In February 2015, Nielsen fielded an English-only survey of more than two thousand adults in an attempt to determine which alcoholic beverage drinkers are the most open to trying new brands—beer, wine or spirit drinkers.
Starting the year positively, global consumer confidence saw an increase of one point from fourth-quarter 2014, with an index score of 97. After a slight dip at the end of last year, when all regional confidence scores declined, it was a more upbeat start to the year, as confidence increased slightly or remained stable in every region except Latin America.