How LoyaL are your Customer s? - Out of Home Advertising...
Transcript of How LoyaL are your Customer s? - Out of Home Advertising...
1How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
H o w L oya L a r e yo u r C u s to m e r s ?A View of LoyALty SeNtiMeNt ArouNd the worLd November 2013
2 How LoyaL are your Customers?
are LoyaL Customers wortH more?
OVERVIEW
• Morerespondentsprofessedno-loyaltythancomplete
devotiontobrands,serviceproviders,retailers
• Loyaltysentimentwashighestformobilephonebrands/
serviceproviders;lowestforfoodandbeveragecategories
• Pricewasthemostpersuasivemethodofdrivingpeopleto
switchingbehavior
• Discountsandfreeproductswereloyaltyprogrambenefits
thatmatteredmost
Cuttingthroughtheclutterinaworldofchoiceisnoteasy.Earning
consumerdevotiontoabrandorstoretakesmorethanjustofferinga
goodproduct.Price,packaging,customerserviceandreputationare
justsomeofthefactorsinvolvedinthedecision-makingprocess.But
gettingtotheheartofwhatmakesaconsumerstickorswitchcanbethe
differencebetweenflourishingandfading.WhileNielsenresearchshows
that,ingeneral,thehighertheloyaltylevels,thebiggerthereward,
loyaltyprogramsarenoguaranteeofloyalbehaviors.
“Thereisastronglinkbetweenthewayconsumersdescribetheirloyalty
habitsandthewaytheysubsequentlybuy—soevencomparativelysmall
shiftsinwhatconsumerssaycanmanifestinbigchangesinwhatthey
do,”saidJulieCurrie,seniorvicepresidentGlobalLoyalty,Nielsen.
3How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
AbOut thE GlObAl SuRVEy MEthOdOlOGy
Thefindingsinthissurveyarebasedonrespondentswith
onlineaccessacross58countries.Whileanonlinesurvey
methodologyallowsfortremendousscaleandglobalreach,
itprovidesaperspectiveonlyonthehabitsofexisting
Internetusers,nottotalpopulations.Indevelopingmarkets
whereonlinepenetrationhasnotreachedmajoritypotential,
audiencesmaybeyoungerandmoreaffluentthanthegeneral
populationofthatcountry.Additionally,surveyresponsesare
basedonclaimedbehavior,ratherthanactualmetereddata.
“Whilethereissomeconsistencyaroundtheworldinloyaltysentiment
withincategories,acrossretailersandserviceproviders,thereare
alsonotabledifferences—especiallyforconsumableproductsandin
theonlineretailingspace,wherethelikelihoodtoswitchisgreater,”
continuedCurrie.
Sohowdoyouturnaficklefanintoafaithfulfollower?Youstartby
understandingtheneedsandmotivationsthatdrivetheirpurchase
decisions.Andthenyoudeploythestrategiesandtacticsthatdeliver
themostvalue.Thisglobalstudyoutlinesthereasonswhyconsumers
switchbrands,serviceprovidersorretailersandidentifiestheloyalty
programattributesthatpotentiallyhavethemoststayingpower.
TheNielsenGlobalSurveyofLoyaltySentimentpolledmorethan
29,000Internetrespondentsin58countriestoevaluateconsumer
viewsonloyaltylevelsacross16categoriesthatrangefromfast-moving
consumergoodsstaplestotechnologyproductstoretailestablishments
andfoundthat,onaverage,morerespondentsprofessedtobenotloyal
thancompletelyloyal.Mostrespondentsfellsomewhereinthemiddle,
claimingtheywereunlikelytoswitchbrandsorproviderswithouta
significantincentive.
4 How LoyaL are your Customers?
LoyaLty sentiment HigHest for mobiLe PHones; Lowest for food/beveragesThesurveyfindingssuggestadirectlinkbetweenthefrequencyof
purchaseandthelevelofloyaltytothatcategory.Foreveryday-use
products,ongoingdecision-makingoftenchangestherelationship.For
example,one-quarter(24%)ofrespondentsaroundtheworldclaimed
completeloyaltytotheirmobilephonebrand/serviceproviderand
financialinstitution—thehighestloyaltypercentagereportedglobally
foranyofthe16categoriesmeasured.Conversely,thelowestlevelsof
loyaltyonaglobalscale(respondentssaidtheywerenotloyalandlikely
toswitch)werefoundwiththefoodandbeveragecategoriesreviewed:
alcoholicbeverages(43%),snackbrands(39%),carbonatedbeverages
(38%)andcerealbrands(37%).
Importantly,therelationshipbetweentheproviderandthebrandsthey
sellcanbequitedifferent.Inthegrocerysector,respondentsexpressed
moreloyaltytotheretailer(globally,74%saidtheywereloyaltoa
groceryretailer)thantheydidtobrands(average61%loyaltyacrossthe
categoriessurveyed).Bycontrast,loyaltytoamobilephoneproviderwas
professedby76percentofallrespondents,whichwasalignedwith75
percentwhoalsosaidtheywereloyaltomobilephonebrands.
RespondentsintheMiddleEast/Africaexceededtheglobalaverage
forun-abidingloyaltytotheirmobilephonebrand(35%)andmobile
serviceprovider(28%).Theywerealsomostloyaltotheirfavoritesnack
brands(21%)andcerealbrands(21%),comparedtotheotherregions.
Whileavailabilityandchoicemaybecontributingfactorsforthislevel
ofdevotion,otherNielsenstudiessuggestthatloyalbrandpatronageis
highlycorrelatedwithconsumersinthisregion.
5How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
“Indevelopingeconomies,weseeevidenceofhighlyprice-sensitive
consumerschoosingbrandsthatarenotalwaysthelowest-price
alternative,”saidCurrie.“Makingaswitchfromatried-and-trueproduct
tosomethingnewcanrepresentatradeoffthatconsumerswithlittle
discretionaryincomearenotwillingtomake.Ontheflipside,thecachet
ofnewbrandscanbeappealingforconsumerswithrisingupward
mobilitystatus.”
Forfoodandbeverageproducts,regionalnon-loyaltylevelswerehighest
inEurope,where46percentofrespondentssaidtheywerenotfaithful
tosnackbrands,suchascandy,cookies,chipsandsweets(only10%
claimedcompleteloyalty),whichwasmarkedlylowerthanotherregions.
Forty-twopercentwerealsolikelytoswitchcerealbrands,and43percent
claimeddisloyaltytocarbonated-beveragebrands.
“Highlevelsofpromotionsofferedinsnacksandbeveragecategories,
particularlyinEurope,conditionconsumerstoshoparoundfordeals,”
saidCurrie.“Retailerscanreversetheimpactoffallingbasketvalues
andlowertripfrequenciesbybetterconnectingwiththeuniqueneedsof
theirshoppers.”
NorthAmericansreportedhighlevelsofloyaltyforcarbonatedbeverages
(23%)andtheirfinancialserviceprovider(29%).One-fifthofNorth
Americanrespondentsalsoprofessedcompletefaithfulnesstotheir
favoritebrandsofcereal.Regionally,LatinAmericanrespondents
reportedthehighestpercentageofloyaltytopersonalbeautyproducts
(25%)andover-the-counterhealthandmedicineproducts(26%).
6 How LoyaL are your Customers?
15%
48%
37%
14%
48%
37%
14%
49%
37%
13%
45%
42%
10%
43%
46%
14%
43%
43%
12%
45%
42%
13%
42%
44%
21%
47%
32%
22%
46%
33%
21%
48%
30%
16%
34%
50%
17%
45%
38%
16%
42%
42%
19%
49%
32%
14%
37%
49%
14%
52%
34%
23%
44%
32%
20%
49%
30%
15%
44%
41%
Food & Beverages
ASIA-PACIFIC EuROPE
EuROPE
MIddlE EASt /AFRICA
MIddlE EASt /AFRICA
lAtIN AMERICA
lAtIN AMERICA
NORth AMERICA
NORth AMERICA
snack Brands
carBonated Beverages
cereal Brands
alcoholic Beverages
snack Brand non-loYaltY levels are highest in europe
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
ASIA-PACIFIC 3746
3238
34
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
NotLoyal
NotLoyal
NotLoyal
NotLoyal
Percentwhoarenotloyal
7How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
ASIA-PACIFIC EuROPE
MIddlE EASt /AFRICA
lAtIN AMERICA
NORth AMERICA
18%
52%
30%
19%
53%
28%
17%
49%
34%
17%
49%
34%
23%
51%
27%
26%
48%
26%
25%
52%
24%
26%
51%
23%
16%
53%
31%
13%
53%
34%
health & BeautY
EuROPE
MIddlE EASt /AFRICA
lAtIN AMERICA
NORth AMERICA
personal BeautY products
otc health and Medicine products
Percentwhoarecompletelyloyal
BeautY Brand loYaltY levels are highest in latin aMerica
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
ASIA-PACIFIC 1817
2325
16
CompletelyLoyal
CompletelyLoyal
MostlyLoyal
MostlyLoyal
NotLoyal
NotLoyal
8 How LoyaL are your Customers?
25%
54%
20%
19%
57%
24%
20%
56%
25%
23%
58%
19%
20%
58%
22%
20%
49%
31%
13%
49%
39%
11%
47%
42%
15%
49%
36%
13%
49%
38%
35%
47%
19%
26%
51%
23%
21%
53%
26%
31%
49%
20%
26%
51%
23%
27%
47%
26%
20%
52%
28%
16%
52%
32%
20%
53%
27%
21%
53%
26%
19%
45%
36%
13%
53%
34%
11%
51%
38%
20%
52%
28%
11%
51%
37%
MoBile & electronics
MoBile phone Brand
hoMe electronics Brands
personal electronics Brands (not including computers)
personal coMputer Brands
hoMe appliance Brands
EuROPE
MIddlE EASt /AFRICA
lAtIN AMERICA
NORth AMERICA
MoBile phone Brand loYaltY levels are highest in Middle east/aFrica
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
ASIA-PACIFIC 2520
3527
19
ASIA-PACIFIC EuROPE
MIddlE EASt /AFRICA
lAtIN AMERICA
NORth AMERICA
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
NotLoyal
NotLoyal
NotLoyal
NotLoyal
NotLoyal
SuPERMARkEt OR MOdERN REtAIl tRAdE StORE REtAIlERS
CAblE OR INtERNEt SERVICE PROVIdERS
FINANCIAl INStItutIONS FOR bANkING/INVEStING
Percentwhoarecompletelyloyal
9How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
18%
57%
25%
27%
57%
16%
14%
51%
36%
16%
55%
29%
21%
49%
30%
10%
45%
45%
22%
52%
26%
28%
48%
24%
13%
43%
44%
18%
53%
29%
17%
48%
35%
12%
43%
46%
18%
59%
23%
22%
48%
31%
13%
50%
37%
retailers & service providers
superMarket or Modern retail trade store retailers
MoBile phone service providers
online retailers
ASIA-PACIFIC EuROPE
MIddlE EASt /AFRICA
lAtIN AMERICA
NORth AMERICA
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
CompletelyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
MostlyLoyal
NotLoyal
NotLoyal
NotLoyal
NotLoyal
NotLoyal
21%
56%
22%
25%
55%
20%
19%
52%
29%
21%
52%
27%
28%
50%
22%
27%
50%
23%
20%
49%
31%
22%
50%
27%
19%
49%
32%
29%
50%
21%
caBle or internet service providers
Financial institutions For Banking/investing
sWitching sentiMent is highest For online retailers
26%39%
24%26%
23%
ONlINE REtAIlERSSuPERMARkEt OR MOdERN REtAIl
tRAdE StORE REtAIlERS
CAblE OR INtERNEt SERVICE PROVIdERS
MObIlE PhONE SERVICE PROVIdERS
FINANCIAl INStItutIONS FOR bANkING/INVEStING
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
Globalaverage-non-loyaltylevels
10 How LoyaL are your Customers?
inCentives tHat stimuLate switCHingGettingthepricerightcouldbethedifferencebetweenasaleand
aswitch.Infact,acrossfivedifferentproductorserviceattributes
analyzed(price,serviceagreement,selection,featureorquality),offering
therightpriceheldthemostpersuasivepowertomotivateconsumersto
swapdevotiontoabrand,serviceproviderorretailer.
Oftherespondentswhosaidtheywerenotcompletelyloyal,fourin10
(41%)saidthatgettingabetterpricewouldencouragethemtoswitch
brands,serviceprovidersorretailers.Whilepricewasthemajorswitch
incentiveformorethanhalfofNorthAmericans(61%)andEuropeans
(54%),priceandqualitywereequalswitchmotivatorsamongroughly
one-thirdofrespondentsinAsia-PacificandMiddleEast/Africa.Quality
wascitedasareasontochangeallegianceamong28percentofLatin
Americans,22percentofEuropeansand20percentofNorthAmericans.
“Whilegoodpricesmayinitiallyofferconsumersenoughmotivationto
changeallegiancetoanewproduct,itwon’tkeepconsumersforlong
iftheproductdoesn’tdeliveronitspromise,”saidCurrie.“Getting
theprice/valueequationright,havingproductsinstock,andoffering
asatisfyingshoppingexperiencearevitalwaystobuildlong-lasting
customerloyalty.”
AbetterserviceagreementwilllikelybemoreinfluentialinAsia-Pacific
(19%)orLatinAmerica(18%),whererespondentsexceededtheglobal
average(15%)forthisattribute.Rangeorassortmentwasalsomost
influentialinAsia-Pacific(13%),comparedtorespondentsinEurope
(8%),NorthAmerica(7%),LatinAmerica(7%)andMiddleEast/Africa
(5%).Improvedfeatures(8%)weretheleastinfluentialindriving
betrayaltoabrand,serviceorretaileramongglobalrespondents.
What one attriBute Would encourage You Most to sWitch Brands, service providers, retailers?
11How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
bEttER QuAlIty
bEttER SElECtION
bEttER SERVICE AGREEMENt
bEttER FEAtuRES
bEttER PRICE
What one attriBute Would encourage You Most to sWitch Brands, service providers, retailers?
Percentrespondentswhoaremostlyloyalornotloyal
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
BETTER PRICE
BETTER SELECTION BETTER FEATURES
BETTER QUALITY BETTER SERVICE AGREEMENT
GLOBAL AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST/AFRICA
LATIN AMERICA
NORTH AMERICA
41%
36% 45%18%
7% 3%
28%
10%
5%
16%
33%
15%
10%8%
26%
28%
19%
13%
11%
29%
54%
61%
20%
4%7%
8%
11%
8%5%
22%
12 How LoyaL are your Customers?
LoyaLty Program PrevaLenCe and Patronage go Hand in Hand Ifyoubringit,theywillcome.Retailerloyaltyprograms(definedas
marketingprogramsthatrewardmemberswithpurchaseincentives)
arenotonlyingoodsupplyaroundtheworld,buttheyarealsoinhigh
demandaswell.
Accordingtotheglobalsurvey,59percentofallrespondentsclaimed
thatloyaltyprogramswereavailableforparticipationintheretailers
wheretheyshopped.PrevalencewashighestinEurope(61%),North
America(61%)andAsia-Pacific(60%)andlowestinLatinAmerica
(46%)andMiddleEast/Africa(42%).
Prevalenceandpatronageseemedtogohandinhand.Eighty-four
percentofrespondentssaidtheyweremorelikelytochooseretailers
thatofferedaloyaltyprogram.Amongthehighestinfavorofloyalty
programswererespondentsinAsia-Pacific(92%),theMiddleEast/Africa
(87%)andLatinAmerica(82%)—goodnewsformanymerchantsin
theseregions,asprogramavailabilityisstilldeveloping.Three-quarters
ofrespondentsinNorthAmerica(76%)andEurope(72%)alsopledged
theirpatronageforretailersthatofferaloyaltyprogram.
“Whiletheconceptofloyaltyisnothingnew,weareseeingasignificant
surgeinretailers—andparticularlythoseindevelopingeconomies—
investinginloyaltyprogramsthatgivethemvaluableinsightintohow
tobettermeetcustomerneeds,”saidCurrie.“Savvyretailersaremining
thedataandlookingfornewandinnovativewaystoachievethebenefits
mostimportanttotheircustomers.”
loYaltY prograM prevalence and participation
Percentofrespondentsthatsaid“yes”
13How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
loYaltY prograM prevalence and participation
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
lOyAlty PROGRAM PREVAlENCE IS lOWESt IN thE MIddlE EASt/AFRICA ANd lAtIN AMERICA, but PARtICIPAtION INtENt IS AMONG thE hIGhESt.
84%59% GLOBAL AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST/AFRICA
LATINAMERICA
NORTHAMERICA
60%
61%
42%
46%
61%
92%
72%
87%
82%
76%
Are you More LikeLy to Shop At A retAiLer thAt offerS A LoyALty progrAM?
do the retAiLerS you Shop offer A retAiLer
LoyALty progrAM?
Percentofrespondentsthatsaid“yes”
14 How LoyaL are your Customers?
if it’s free, it’s for me Howdoyoukeepyourcustomerssatisfiedandcomingbackformore?
Givethemthebenefitsthatmattermost.Thebiggestattractionfor
retailerloyaltyprogramparticipantswasdiscountedorfreeproducts.
Three-quarters(75%)ofglobalrespondentssaidthatgettingreduced
prices—orevenbetter—no-costproductswasthebenefitthatcounted
mostconsiderably.NorthAmericansandEuropeansexceededtheglobal
average,with82percentineachregionfindingmoney-savingdeals
worthyoftheirparticipation.
Enhancedcustomerserviceandfreeshippingincentiveswereother
benefitsimportantto44percentand42percentofglobalrespondents,
respectively.Goodcustomerservicewasespeciallyimportantamong
morethanhalfofLatinAmerican(59%)andAsia-Pacific(53%)
respondents.Freeshippingincentivespromptedpatronagefor46
percentofNorthAmericansand45percentofAsia-Pacificrespondents.
Exclusivedealsandspecialshoppinghoursenticedone-thirdandone-
fourthofglobalrespondents,respectively,buttheseattributesweremost
persuasiveamongAsia-Pacificloyaltyprogramparticipants.Roughly
four-in-10Asia-Pacificrespondentssaidthatexclusivedeals(41%)and
specialshoppinghours(36%)werebenefitsthatmattered.
“Inmarketswhereloyaltyprogramsarelongestablished,customers
tendtobesavvyaboutcopy-catpromotionalofferingsthatdon’toffer
uniqueadvantages,”saidCurrie.“Indevelopedloyaltymarkets,such
asinEuropeandNorthAmerica,retailersandmanufacturersneedto
worktogethertoofferexclusiverewardsthatcutthroughtheclutterin
anenvironmentwhereconsumersarefallingoutoflovewithshopping
mega-formatstores.Newandinnovativeconcepts,especiallyinthe
onlinespace,thatconnectwithhowconsumerswanttoshopareproving
tobemosteffective.”
What loYaltY prograM BeneFits Matter Most to You?
15How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
What loYaltY prograM BeneFits Matter Most to You?
Percentofrespondents
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
ASIA- PACIFIC
MIddlE EASt/AFRICA
EuROPE lAtIN AMERICA NORth AMERICA
GlObAl AVERAGE
75%
42% 45%34%
42% 41%46%
44%
33%
36%
25%
41%
11%21% 22%
12%
22%34% 30%
25%
53%
32%48%
59%
24%
70%82% 74% 74% 82%
diSCouNted or free produCtS
free ShippiNg eXCLuSiVe produCtS or eVeNtS
SpeCiAL ShoppiNg hourS
eNhANCed CuStoMer SerViCe
16 How LoyaL are your Customers?
make it easy and wortHwHiLe Inouroftenhecticandbusylives,ifloyaltyprogramparticipation
membershipisn’tfreeandeasy,there’sagoodchancewewon’tjoin.
Halfofglobalrespondentssaidthattheywouldoptoutofaloyalty
programornotsignupifitwastooexpensiveand37percentwouldnot
joinaprogramifitwastoocomplicated.It’salsovitaltoconsiderthe
importanceoftrust.One-fourth(25%)ofallrespondentswereaverseto
givingpersonalinformationfreely,withrespondentsintheMiddleEast/
Africa(30%)andAsia-Pacific(29%)exceedingtheglobalaverage.
Whilethebenefitsofjoiningaloyaltyprogramcanmakeparticipation
rewarding,ifshoppersareunawareoftheadvantages,thenpatronage
willlikelyfalloff.Forty-threepercentofallrespondentswhoshopin
retailersthatofferloyaltyprogramssaidthattheywouldoptoutofa
programiftheydidn’tshopthereenoughtorealizethebenefits.
“Whileconventionalcommunicationstrategiessuchasdirectmailand
in-storeflyerscanbeeffectivemethodstopromotestoresalesand
loyaltyprogramparticipation,onlinetacticsgiveretailersthebenefitof
one-to-onecustomizedmessagingthatspeaksdirectlytocustomers,”
saidCurrie.“Makingeffectiveuseofshopperdatacantailormessaging
andpromotionsthatgettotheheartofshopperneeds,anditcan
beasuccessfulstrategyforincreasingstoretrafficandincitingloyal
patronage.”
Awordofcautionontheoveruseofcommunicationtactics:The
expectationofreceivingtoomanyemailsandcommunicationscan
havetheoppositeeffect,particularlyinsomeregions.Forexample,in
theMiddleEast/Africa,toomanyemailswereareasontooptoutof
aprogramfor30percentofrespondents,butinNorthAmerica,only
one-in-six(17%)respondentswerenegativelyaffectedbythevolumeof
communication.
What Would cause You to opt out oF or not join a loYaltY prograM?
Percentofrespondents
17How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
What Would cause You to opt out oF or not join a loYaltY prograM?
Percentofrespondents
Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013
ASIA- PACIFIC
MIddlE EASt/AFRICA
EuROPE lAtIN AMERICA NORth AMERICA
GlObAl AVERAGE
too eXpeNSiVe
doN’t Shop there eNough to reALiZe BeNefitS
too MANy LoyALty eMAiLS/CoMMuNiCAtioN
too CoMpLiCAted
doN’t Like LoyALty BeNefitS offered
i doN’t Like to giVe perSoNAL iNforMAtioN
50%
43%
27% 29% 29% 30% 26%17%
25% 29%20%
30%24% 19%
43% 42% 39% 33%48%
48% 47% 45%
65%52%
37%
30% 26%36%
19%27%
34%
39%30% 36%
49%36%
18 How LoyaL are your Customers?
Argentina 66%
Australia 89%
Austria 80%
Belgium 81%
Brazil 46%
Bulgaria 51%
Canada 83%
Chile 59%
China 40%
Colombia 60%
Croatia 71%
CzechRepublic 73%
Denmark 90%
Egypt 36%
Estonia 78%
Finland 89%
France 80%
Germany 83%
Greece 53%
HongKong 75%
Hungary 65%
India 11%
Indonesia 22%
Ireland 77%
Israel 70%
Italy 58%
Japan 80%
Latvia 72%
Lithuania 65%
Malaysia 61%
Mexico 37%
Netherlands 93%
NewZealand 88%
Norway 97%
Pakistan 15%
Peru 37%
Philippines 32%
Poland 65%
Portugal 55%
Romania 44%
Russia 48%
SaudiArabia 49%
Singapore 75%
Slovakia 79%
SouthAfrica 17%
SouthKorea 83%
Spain 67%
Sweden 93%
Switzerland 82%
Taiwan 75%
Thailand 30%
Turkey 46%
UnitedArabEmirates71%
UnitedKingdom84%
Ukraine 34%
UnitedStates 78%
Venezuela 41%
Vietnam 34%
Countries inCLuded in tHis studyINtERNEt PENEtRAtION
Source:InternetWorldStats,June30,2012
19How LoyaL are your Customers? Copyright © 2013 the Nielsen Company
AbOut thE NIElSEN GlObAl SuRVEy
TheNielsenGlobalSurveyofLoyaltySentimentwasconductedbetween
February18andMarch8,2013,andpolledmorethan29,000consumers
in58countriesthroughoutAsia-Pacific,Europe,LatinAmerica,the
MiddleEast,AfricaandNorthAmerica.Thesamplehasquotasbased
onageandsexforeachcountrybasedontheirInternetusers,and
isweightedtoberepresentativeofInternetconsumersandhasa
maximummarginoferrorof±0.6%.ThisNielsensurveyisbasedonthe
behaviorofrespondentswithonlineaccessonly.Internetpenetration
ratesvarybycountry.Nielsenusesaminimumreportingstandardof
60percentInternetpenetrationor10Monlinepopulationforsurvey
inclusion.TheNielsenGlobalSurvey,whichincludestheGlobal
ConsumerConfidenceSurvey,wasestablishedin2005.
AbOut NIElSEN NielsenHoldingsN.V.(NYSE:NLSN)isaglobalinformationand
measurementcompanywithleadingmarketpositionsinmarketing
andconsumerinformation,televisionandothermediameasurement,
onlineintelligenceandmobilemeasurement.Nielsenhasapresencein
approximately100countries,withheadquartersinNewYork,USAand
Diemen,theNetherlands.
Formoreinformation,visitwww.nielsen.com.
Copyright©November2013TheNielsenCompany.Allrightsreserved.
NielsenandtheNielsenlogoaretrademarksorregisteredtrademarks
ofCZT/ACNTrademarks,L.L.C.Otherproductandservicenamesare
trademarksorregisteredtrademarksoftheirrespectivecompanies.
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20 How LoyaL are your Customers?