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Online consumer marzo 2014 - Nielsen
- 1. James Russo – SVP Global Consumer Insights March 2014 THE CONNECTED CONSUMER
- 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 $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
- 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 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
- 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 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
- 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 CONNECTED CONSUMERS ARE GLOBAL AND LOCAL Nielsen Global Survey 4Q ,13 CONCERNS VALUES BEHAVIOR
- 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 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
- 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
- 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 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
- 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 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
- 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 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%
- 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
- 21. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 21 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
- 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 ATTRIBUTES OF TWO SPENDING POWERHOUSES Hardwired Untethered By Appointment Always On Listeners Sharers Physical Virtual BOOMERS MILLENNIALS Distinct Segments – Distinct Marketing
- 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
- 26. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 26 More Choices, More Chances To Get Lost7
- 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%
- 28. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 28 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
- 29. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 29 MUST RESONATE WITH CREATIVES ALIGNED WITH CONSUMER NEEDS Everyone likes: humor relatability Followed by: familyhealth value
- 30. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 30 Less Loyalty But More Opportunity 8
- 31. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 31 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% OUTLETBRAND The Opportunity 29% 71%
- 32. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 32 AFFORD THE BASICS: 45% LIVING COMFORTABLY/ SPENDING FREELY: 55% PRICE CONVENIENCE. TASTE HEALTH QUALITY SAFETY FUNCTIONAL PRICE ASPIRATION CORE VALUES SUSTAINABILIT Y VALUE LOYALTYLOYALTY ENCOURAGES SWITCHING BY DIFFERENTIATING ON SUSTAINABLE FACTORS
- 33. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 33Source: 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
- 35. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 35 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
- 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
- 37. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 37 Make A Big Impact With Minimal Content10
- 38. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 38 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
- 40. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 40 DRIVING OUTCOMES IS ABOUT AN INCREASINGLY UNCOMMON SENSE OF THE CONNECTED CONSUMER
- 41. James Russo – SVP Global Consumer Insights March 2014 THANK YOU