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Доклад Е. Эдельштейн
- 1. Socially-Conscious Consumer Ekaterina Edelstein, RMS Client Service & Sales Director, Nielsen Russia June 2012
- 2. Socially Conscious Consumer Willing to Spend More Female 46% M al e 44% 56% Under 40 63% 2 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 3. Reaching the Global Consumer When it comes to brands and advertising, global, socially- conscious consumers … 95% Trust recommendations from people they know 76% Look for opinions and information posted by other consumers online Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions (59% vs. 46% of all respondents) 3 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 4. Globally consumers care about environment, Science and Job security Ensure environmental sustainability 66 % Improve Science, Technology, 56 % Engineering and Math training and education 55 % Create well-compensated jobs Eradicate extreme poverty and hunger 53 % Support small business and entrepreneurship 50 % Protect animals 45 % “Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program 4 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 5. In Russia environment, job security and child mortality are top priority Ensure environmental sustainability 71 % Create well-compensated jobs 66 % Reduce child mortality 65 % Improve maternal health 64 % Eradicate extreme poverty and hunger 59 % 5 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 6. 77% Environment: top Concern around the Globe over 40 Women are more concerned with Environment safety The highest importance in Latin America (76%), and the lowest is in Middle East, Africa and Pakistan (51%). Asia Pacific (66%) is close to Europe (68%), but higher than in North America (57%). M al e Female 65% 84% Portugal 67% 83% Sweden 82% Chile 82% Switzerland 81% Vietnam 71% Russia 67% France 65% India 58% United Kingdom 38% South Africa 6 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 7. 61% Science, Technology, Engineering and education over 40 Latin America rates the highest (63%) and the lowest Femal in Europe (49%). e 53% Male 57% 70% 66% 65% 63% 54% 51% 44% 43% 40% 32% a ia en a ce l ile m nd om ga di bi ss na an Ch ed la tu In ra d Ru er et ng Fr Sw iA r Po itz Vi Ki ud Sw d Sa ite Un 7 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 8. Create well-compensated jobs 64% over 40 The highest concentration in Latin America (74%) and the lowest in Asia Pacific (47%). Mle e al Ma5% Female al e 6 Fem67% 53% 88% 86% 83% 58% 75% 66% 60% 56% 40% 32% 21% om ia en a nd es tia k a d di el ar an ss in ed la oa zu In d nm Ru nl pp er ng Sw Cr ne Fi i tz De ili Ki Ve Ph Sw d te i Un The highest interest this cause finds in Croatia (88%), meanwhile the lowest one is in Finland (21%) In Russia this cause is important for 66% of respondents 8 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 9. Eradicate extreme poverty and hunger 64% over 40 M al e 76% Egypt Female 52% 74% Philippines 54% 70% Portugal 66% Chili 59% Russia 56% Finland 51% India 46% United Kingdom Europe 39% Czech Republic 35% Japan 57% Asia Pacific Middle East 50% 64% 63% 46% Latin America North America 9 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 10. Support small business and entrepreneurship 62% over 40 78% 73% 70% M al e 58% 55% 53% 50% 43% 42% Female 52% 37% 54% n ia a en nd l es om ce a ga di pa el ss an in ed la r tu zu In gd Ru Ja pp er Fr Sw ne Ki Po i tz ili Ve d Ph Sw i te Un Latin America North America Europe Middle East 66% Asia Pacific 59% 54% 53% 44% 10 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 11. 50% Animal Protection over 40 Latin America 55% North America 50% Asia Pacific 44% Europe 42% Middle East 35% M al e 68% Female 42% 60% 58% 56% 49% 54% 51% 41% 38% 26% 23% a ea m e ce il en ia l a ga az ric c di ss o ee an r ed rtu In Br gd Ko Af Ru Gr Fr Sw n Po h h Ki ut ut d So So ite Un 11 Global Socially-Conscious Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.