Online consumer marzo 2014 - Nielsen
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Transcript of Online consumer marzo 2014 - Nielsen
James Russo – SVP Global Consumer Insights March 2014
THE CONNECTED CONSUMER
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THE WORLD IS CHANGING
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$17 BILL
Source: Nielsen RMS Global FMCG Dollar Sales 2012
IMMENSE OPPORTUNITIES ACROSS THE AMERICAS
$633 BILL
$83 BILL
$1 TRILLION IN FMCG SALES
$38.2 BILL
$122 BILL
$35 BILL $15 BILL
$4 BILL
$2,400
$693
$881
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ONLINE
WORLD 34% NORTH AMERICA 79% LATIN AMERICA 43% MEXICO 37%
UNIFYING MEGA TREND
ACCESS
2012 1 BILLION
2014 1.75 BILLION
2.6 BILLION PEOPLE
Source: internetworldstats.com
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INFLUENCE
INFLUENCIAL MEGA TREND
68% GLOBAL CONSUMERS TRUST COMMENTS POSTED ONLINE
66% MEXICAN CONSUMERS TRUST COMMENTS POSTED ONLINE
5.1 BILLION PEOPLE
Source: Nielsen Global Survey – Trust in Advertising
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CONNECTED CONSUMERS ARE GLOBAL AND LOCAL
Nielsen Global Survey 4Q ,13
CONCERNS VALUES
BEHAVIOR
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TOP CONSUMER CONCERNS
Source: Nielsen Global Surveys. 2011 Q4 / 2013 Q4.
NORTH AMERICA 1) Economy 2) Jobs
3) Debt 4) Health 5) Food Prices
LATIN AMERICA 1) Jobs 2) Economy
3) Crime 4) Health 5) Work/Life Balance
MEXICO 1) Jobs 2) Economy
3) Crime 4) Debt 5) Health
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8 July 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
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OUR MINDSETS ARE AS WELL
SHOPPING BASICS 51% 56% 45% 1
LIVING COMFORTABLY 40% 35% 43% 2
SPENDING FREELY 9% 9% 13% 3
NA LA MEXICO
Nielsen Global Survey 1Q13 – Mindset over the middle class
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WHO IS LIVING COMFORTABLY?
Source: Nielsen Global Consumer Confidence & Opinion Survey 4Q13
50% - 60%40% - 50%30% - 40%20% - 30%
GLOBALLY, 42% OF CONSUMERS SAY THEY ARE LIVING COMFORTABLY
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DESPITE ONGOING ECONOMIC CONCERNS
GLOBALLY, 57% OF CONSUMERS SAY THEY ARE IN A RECESSION
Source: Nielsen Global Consumer Confidence & Opinion Survey 4Q13
0-25%25%-50%50%-75%75%-100%
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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
How do we reach the connected consumer in these challenging times?
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Faster, Fresher, Better 1
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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%
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Wellness Required 2
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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
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What’s In It For Me? 3
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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
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The Great(er) Divide 4
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AFFORD THE BASICS
LIVING COMFORTABLY/ SPENDING FREELY
49% 51%
RESULTING IN POLARIZED CONSUMERS
Source: Nielsen Mindset over Middle Class Thought Leadership
xx% 44%
53%
56%
47%
NORTH AMERICA
LATIN AMERICA
MEXICO
What’s “Basic”? Lower income consumers exhibit a huge appetite for media, logging almost 25 more hours than higher income consumers
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“We” Mentality 5
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ATTRIBUTES OF TWO SPENDING POWERHOUSES
Hardwired Untethered
By Appointment Always On
Listeners Sharers
Physical Virtual
BOOMERS MILLENNIALS
Distinct Segments – Distinct Marketing
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Shopping Less, Engaging More 6
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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
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More Choices, More Chances To Get Lost 7
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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%
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TOP 3 PREFERRED SOURCES
TV IN-STORE
FRIENDS/FAMILY
IN-STORE TV
INTERNET/ FRIENDS/FAMILY
REALIZE THAT TRADITIONAL MEDIA PLAYS A CRITICAL GLOBAL ROLE IN REACH
Source: Nielsen
NORTH AMERICA
LATIN AMERICA
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MUST RESONATE WITH CREATIVES ALIGNED WITH CONSUMER NEEDS
Everyone likes:
humor
relatability
Followed by:
family health value
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Less Loyalty But More Opportunity
8
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GAIN A GREATER SHARE OF THE FRAGMENTED WALLET
Source: Nielsen Homescan, top 10 banners based on CPG sales for 52 w/e 9/28/13
The Opportunity
Average Loyalty
22% 78% OU
TLET
BR
AND
The Opportunity
29% 71%
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AFFORD THE BASICS:
45%
LIVING COMFORTABLY/ SPENDING FREELY:
55%
PRICE
CONVENIENCE. TASTE
HEALTH QUALITY SAFETY
FUNCTIONAL PRICE
ASPIRATION CORE VALUES
SUSTAINABILITY
VALUE
LOYALTY LOYALTY
ENCOURAGES SWITCHING
BY DIFFERENTIATING ON SUSTAINABLE FACTORS
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33 Source: Global Survey – somewhat or strongly agree
81%
81% of Mexican consumers say QUALITY is the most important factor in a purchase
78%
78% of Global consumers say QUALITY is the most important factor in a purchase
KEY DRIVER OF PURCHASE DECISION AND LOYALTY
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Innovation 2.0 9
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TRADITIONAL SUCCESS METRICS UNDER SCRUTINY
Launching New Products • Capture demand earlier
• Persevere with conviction
• Cultivate support
Source: Nielsen Breakthrough Innovation Report
Reinventing Mature Products • Reinventing the best selling vehicle in
North America for the past 32 years • Infotainment and user interfaces
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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
EFFE
CTIV
ENES
S
Identifying the beneficiaries was
highly engaging and activated empathy
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Make A Big Impact With Minimal Content 10
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Number of 15-second television commercials jumped more than 80% between 2008 and 2012
Oreo's Super Bowl Tweet: 'You Can Still Dunk In The Dark'
LESS CAN BE MORE, MUCH MORE
15 seconds
7 words
Source: Nielsen Neuro, Ad Age
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WHERE WE STARTED
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DRIVING OUTCOMES IS ABOUT AN INCREASINGLY UNCOMMON SENSE OF THE CONNECTED CONSUMER
James Russo – SVP Global Consumer Insights March 2014
THANK YOU