How and Why we shop around the Globe

1. 1Copyright © 2013 The Nielsen Company
NEW
WEALTH,
NEW
WORLD
HOW AND WHY WE SHOP
AROUND THE GLOBE
JULY 2013

2. 2 NEW WEALTH, NEW WORLD

3. 3Copyright © 2013 The Nielsen Company
CONTENTS
Introduction / Survey Methodology........................................ 5
SECTION I:
LIFESTYLE VALUES AND
SHOPPING SENTIMENTS......................................... 5
Core values align, women’s roles differ...................................6
The changing wave of wealth................................................ 8
The allure of a good promotion........................................... 10
Knowledge is power..........................................................12
Can desire to protect the environment convert to action?............14
SECTION II:
CATEGORY PURCHASE CRITERIA, LOYALTY
AND TOP SOURCES FOR INFORMATION........... 16
Health & Beauty.............................................................. 17
Food & Beverage............................................................ 20
Mobile Phones and Personal Electronics................................23
Non-FMCG................................................................... 25
SECTION III:
THE POWER OF THE
IN-STORE EXPERIENCE.............................. 29

4. 4 NEW WEALTH, NEW WORLD

5. 5Copyright © 2013 The Nielsen Company
THE IMPACT
OF CULTURE
ON CONSUMER
BEHAVIOR
Appreciate the similarities, embrace the differences. With seven billion
people living in the world, new findings from a Nielsen global survey
revealed that when it comes to core fundamental lifestyle values
centered on family, education or religious aspirations, we are more alike
than we are different.
However, what drives our shopping preferences can vary considerably
depending on where we live. A one-size-fits-all approach doesn’t work;
understanding the habits and diverse needs of consumers around the
world is critical for success in today’s shrinking world.
The Nielsen Global Survey of Consumer Shopping Behavior included
more than 29,000 online respondents in 58 countries. The findings
shine a light on how consumers shop and what drives category
purchasing. They revealed, for example, that more respondents in
Asia-Pacific shopped impulsively and were attracted to designer brands
than in any other region. Latin Americans were intensely brand-loyal
and well-informed shoppers. North American and European shoppers
were largely driven by price and Middle East/Africa respondents were
environmentally savvy and influenced by professionals.
Economic realities and the growing disposable wealth of consumers
in growth markets were clear factors in the results, which surveyed
respondents with Internet access. In growth markets in particular,
respondents were voracious consumers, often exceeding the global
average when it came to early adoption, affinity for aspirational brands,
researching and deal sensitivity. Conversely, respondents in the
developed regions of the world were often most skeptical, driven by price
and least likely to be influenced by others.
ABOUT THE
GLOBAL SURVEY
METHODOLOGY
The findings in this survey
are based on respondents
with online access across
58 countries. While an
online survey methodology
allows for tremendous
scale and global reach,
it provides a perspective
only on the habits of
existing Internet users,
not total populations. In
developing markets where
online penetration has not
reached majority potential,
audiences may be younger
and more affluent than
the general population of
that country. Additionally,
survey responses about
purchasing habits
are based on claimed
behavior, rather than
actual metered data.

6. 6 NEW WEALTH, NEW WORLD
SECTION I
CORE VALUES
ALIGNED, WOMEN’S
ROLES DIFFERED
Spending quality time with families was most important among 80
percent of all respondents. More than three-quarters also agreed that
family planning was essential (77%), women should have influence
regarding important issues in the household (76%) and attaining a
higher education was critical (78%).
There was less global alignment, however, on the notion that a woman’s
most important role was a housewife and/or mother, with respondents
in Middle East/Africa (62%) and Asia-Pacific (53%) exceeding the global
average of 43 percent. Fewer than one-third of North Americans (30%)
and Europeans (31%) felt the same. Globally, more men (46%) than
women (39%) believed the most important role for women is housewife
or mother, but the majority of both genders agreed that women should
have influence in matters pertaining to the household (women 82% vs.
men 71%).
Religion was an important guiding source for decision making among 71
percent of Middle East/Africa respondents, which far exceeded the global
average of 32 percent.
FAMILY TIES
STRONG TRADITIONAL VALUES ARE
FOUND IN PAKISTAN, COLOMBIA,
VENEZUELA, INDIA, EASTERN EUROPE,
AND ITALY
DID YOU KNOW?

7. 7Copyright © 2013 The Nielsen Company
LIFESTYLE VALUES | PERCENT WHO SOMEWHAT/STRONGLY AGREE
ASIA-PACIFIC EUROPE
MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA
GLOBAL AVERAGE
Quality time with family
is most important
Traditional values are
very important
Family planning is
important
Women should have
influence on important
household issues
Most important role for
women is wife/mother
Religion is important
guiding source
Higher education is
important
Secondary education is
good enough
80
81
76
76
88
76
62
59
60
70
69
69
77
80
71
73
89
70
76
74
75
76
84
78
43
53
31
34
62
30
32
34
20
71
34
38
78
80
68
80
77
23
24
24
35
12
22
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
91

8. 8 NEW WEALTH, NEW WORLD
THE CHANGING
WAVE OF WEALTH
With about one-third of global respondents often buying things they did
not need and trying products earlier than others, impulsive spenders and
early adopters were in the minority in all regions. But online respondents
in Asia-Pacific and Middle-East/Africa exceeded the global average for
both impulsive spending (AP 40% / MEA 39%) and early adoption
(AP 45% / MEA 43%). Countries at the top of the list included growth
markets, such as China, India, and Indonesia, where discretionary
income is rising and consumption is expanding beyond the basics.
Similarly, when it came to brand image, six out of 10 online respondents
in Asia-Pacific were willing to pay extra for designer products (61%),
exceeding the global average by 17 percentage points. The affinity for
buying famous brands was also highest among online respondents in
Asia-Pacific (55%) and Middle East/Africa (56%) markets, exceeding
the global average of 47 percent. While consumers with Internet access
I OFTEN BUY THINGS I DO
NOT NEED IMPULSIVELY
52% THAILAND
48% INDIA
44% CHINA
42% EGYPT
42% SAUDI ARABIA
I PREFER TO PURCHASE AND
TRY PRODUCTS EARLIER
THAN OTHER PEOPLE
56% INDIA
53% CHINA
46% INDONESIA
46% EGYPT
46% SAUDI ARABIA
TOP 5 COUNTRIES SOMEWHAT/STRONGLY AGREE TO THE STATEMENTS BELOW
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

9. 9Copyright © 2013 The Nielsen Company
ASPIRATIONAL INTENTIONS
INDIANS AND CHINESE ARE
AMONG MOST IMPULSIVE AND
BRAND IMAGE-DRIVEN SHOPPERS
DID YOU KNOW?
I AM WILLING TO PAY MORE
FOR DESIGNER PRODUCTS
THAN FOR THOSE WITH THE
SAME FUNCTIONS
74% CHINA
59% INDIA
58% BRAZIL
56% VIETNAM
52% SOUTH KOREA
I LIKE TO BUY PRODUCTS
OF FAMOUS BRANDS
74% INDIA
74% ROMANIA
73% VIETNAM
62% CHINA
62% PAKISTAN
typically skew to a more affluent and younger demographic, these
respondents nevertheless represent the rising income and upward
mobility of these developing-market consumers.
Quality counts everywhere. More than three-quarters (78%) of global
respondents said quality was the most important concern, with Latin
America (83%) and Asia-Pacific (82%) respondents exceeding the global
average.
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

10. 10 NEW WEALTH, NEW WORLD
THE ALLURE OF A
GOOD PROMOTION
Economic realities prevailed around the world, and overall, there was
global alignment on attitudes about the need for deals and promotions.
Price was the most important concern among 65 percent of global
respondents. Six out of 10 were aware of promotions and discounts
(59%) and believed products with free gifts were good incentives (58%).
With the exception of Greece, developing countries (in a balanced
representation of the regions) comprised the list of countries that
responded most strongly in favor of receiving free gifts.
While more than half of respondents in Latin America (68%), Asia-Pacific
(57%), and Middle East/Africa (51%) were especially interested to buy
products promoted in the store, only 31 percent of North Americans and
43 percent of Europeans felt the same way.
TOP COUNTRIES
PRODUCTS WITH FREE GIFTS ARE MORE
ATTRACTIVE TO BUY*
77% | Philippines 69% | Poland
75% | Vietnam 69% | Pakistan
74% | Greece 68% | India
72% | Turkey 68% | Malaysia
72% | Peru 68% | Colombia
71% | Romania
I AM ESPECIALLY INTERESTED TO BUY
PRODUCTS PROMOTED IN THE STORE*
76% | Italy 69% | Ukraine
74% | Israel 67% | Thailand
74% | Peru 65% | Vietnam
73% | Brazil 65% | Spain
72% | Russia
*Percent survey respondents that SOMEWHAT/STRONGLY AGREE
EUROPE
MIDDLE EAST /AFRICA LATIN AMERICA
ASIA-PACIFIC

11. 11Copyright © 2013 The Nielsen Company
WE LIKE OUR FREEBIES
FILIPINOS, GREEKS AND VIETNAMESE
ARE MOST ATTRACTED TO PRODUCTS
WITH FREE GIFTS
DID YOU KNOW?
DEAL SENSITIVITY | PERCENT WHO SOMEWHAT/STRONGLY AGREE
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
ASIA-PACIFIC EUROPE
MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA
GLOBAL AVERAGE
I buy on promotion
in-store
Price is most important
concern
Free gifts are attractive
I am aware of
promotions/discounts
51
57
43
51
68
31
I price compare with my
mobile phone
65
65
65
64
67
64
58
60
52
65
60
57
59
61
54
59
61
61
34
45
18
36
23
28

12. 12 NEW WEALTH, NEW WORLD
KNOWLEDGE
IS POWER
The expression “know before you go” resonated strongly around the
world, with more than half of global respondents collecting information,
sampling, and asking for advice before shopping. Latin American
respondents showed the most affinity to shop around, have preferred
brands in mind before shopping, and sample first before making a
purchase.
North American respondents put the least trust in products
recommended by professionals (35%) or other’s influence (25%).
Conversely, Middle East/Africa and Latin American respondents relied
most on the advice of professionals.
IN THE KNOW
MORE THAN 80% OF POLISH, THAI,
BRAZILIAN, FILIPINO, VENEZUELAN,
PERUVIAN, SPANISH AND MEXICAN
RESPONDENTS SHOP AROUND FOR
BEST DEALS
DID YOU KNOW?

13. 13Copyright © 2013 The Nielsen Company
SHOPPING RESEARCHERS | PERCENT WHO SOMEWHAT/STRONGLY AGREE
ASIA-PACIFIC EUROPE
MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA
GLOBAL AVERAGE
I collect information
before shopping
I shop around before
purchasing
I have preferred brands
before buying
I sample first before
buying
I trust products
recommended by
professionals
I buy because of others’
influence
I plan for the future
I research financial
products before choosing
63
71
51
65
66
51
68
70
60
70
82
63
67
69
64
63
71
65
54
56
51
60
63
47
52
56
45
64
64
35
35
44
25
44
30
25
58
65
49
66
50
50
68
69
66
69
75
62
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

14. 14 NEW WEALTH, NEW WORLD
CAN DESIRE TO
PROTECT THE
ENVIRONMENT
CONVERT TO
ACTION?
When it comes to environmental-friendly actions, such as buying
eco-responsible products regardless of price or reducing our carbon
footprint to save energy, North Americans were the least eco-minded
compared with the rest of the world. Conversely, respondents in Asia-
Pacific, Latin America and Middle East/Africa were the most receptive to
making an ecological difference.
ENVIRONMENTALLY-MINDED CONSUMERS
46%
55%
37%
51%
46%
30%
58%
64%
49%
57%
67%
43%
GLOBAL
AVERAGE
ASIA-PACIFIC
EUROPE
MIDDLE EAST/
AFRICA
LATIN
AMERICA
NORTH
AMERICA
BUY ENVIRONMENTAL
FRIENDLY PRODUCTS
REGARDLESS OF PRICE
SAVE ENERGY/
REDUCE CARBON
FOOTPRINT
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

15. 15Copyright © 2013 The Nielsen Company
GOING GREEN
THAIS, INDONESIANS, VIETNAMESE,
FILIPINOS AND CHINESE ARE
ECO-MINDED AND WILLING TO PAY
DID YOU KNOW?
While the availability to buy environmentally-friendly products in the
developing regions of the world may be inhibitors to convert attitudes
into action, the survey results suggest a clear desire and willingness to
do the right thing. Manufacturers and retailers who get the price and
distribution equation right in these developing markets will have an
eager audience at-the-ready. The findings also suggest that there is more
work to be done on the education front to better inform consumers
about the benefits of conservation.
TOP COUNTRIES
I CHOOSE MORE ENVIRONMENTAL
PRODUCTS EVEN THOUGH THE PRICE IS
HIGHER*
71% India 62% Thailand
71% Vietnam 60% Russia
68% Turkey 58% China
63% Ukraine 58% Philippines
62% Indonesia 58% Egypt
IN ORDER TO SAVE ENERGY AND
REDUCE MY CARBON FOOTPRINT,
I CHANGE MY LIFESTYLE*
76% Thailand 70% South Korea
74% Mexico 69% China
72% Indonesia 68% Philippines
71% Vietnam 68% Peru
71% Colombia 67% Venezuela
*Percent survey respondents that SOMEWHAT/STRONGLY AGREE

16. 16 NEW WEALTH, NEW WORLD
SECTION II
CUTTING THROUGH
THE CLUTTER IN A
WORLD OF CHOICE
Fragmentation is everywhere, and we are bombarded with choice. From
thousands of fast-moving consumer goods to dozens of retail channels
to the expanding and evolving list of traditional and non-traditional
sources for information, cutting through the clutter is where we find and
fulfill unmet needs.
Nielsen reviewed seven purchasing criteria: packaging design, price,
function, advertisement, brand, quality and place of production to
uncover which of these product attributes resonated most strongly with
consumers when making a purchase decision. The survey also asked
which major sources respondents used when searching for product-
related information. Nielsen evaluated health and beauty, food and
beverage, mobile/personal electronics and non-FMCG categories.
The study also gauged whether respondents were loyal to 17 various
food, beverage and health/beauty categories to uncover areas of
opportunity. The next pages provide a roadmap by industry to help you
better reach consumers by offering the product attributes that drive
purchase behavior and by communicating in the places where they are
actively searching for product information.
BRAND IS KING
BRAND IS A TOP PRIORITY WHEN
INDIANS SHOP FOR COSMETICS, SKIN/
PERSONAL CARE, ELECTRONICS,
MOBILE PHONES AND CARS
DID YOU KNOW?

17. 17Copyright © 2013 The Nielsen Company
HEALTH AND
BEAUTY DESIRES
AND DIFFERENCES
For health, beauty and personal care products, price, quality and
function were the most important purchase criteria. But the emphasis
placed on these attributes showed distinct differences by region, yet
strong consistency within region.
For Asia-Pacific respondents, function was selected most as the main
criteria when buying cosmetics/skin care, personal care, health care/
medicine categories, followed by quality and price. In North America
and Europe, price was paramount. Latin American respondents put
the strongest emphasis on quality. In Middle East/Africa, brand was a
key consideration for cosmetics and skin care, price was important for
personal care purchasing intentions and quality was a main factor for
health care/medicine purchase decisions.
On the loyalty front, consumers were devoted to their favorite shampoo
brand, with half of global respondents seldom switching to another
brand. Sixty-one percent of Latin Americans and 57 percent of North
Americans were faithful to their deodorant brands, which exceeded the
global average by 20 percentage points. Roughly one-quarter of global
respondents were committed to their favorite cosmetic (25%) and facial
cleanser (23%) brands.
Overall, TV reigned supreme as an influential source to obtain product-
related information for health and beauty categories. The Internet and in-
store sources were also important. For medical and health care advice,
friends and family were strong guiding sources for roughly one-fifth of
respondents around the world.
LOOK GOOD, FEEL GREAT
PRICE IS A KEY FACTOR WHEN
BUYING SKINCARE/COSMETICS FOR
RESPONDENTS IN 35 OF 58
COUNTRIES
DID YOU KNOW?

18. 18 NEW WEALTH, NEW WORLD
HEALTH & BEAUTY CATEGORIES
34% Function
25% Quality
24% Price
35% TV
34% Internet
24% In-Store
33% Price
30% Quality
21% Function
26% In-Store
24% TV
23% Internet
33% Brand
22% Price
20% Quality
28% TV
19% In-Store
18% Internet
32% Quality
27% Price
22% Function/
Brand
33% TV
39% In-Store
25% Internet/
Magazine
36% Price
23% Quality
20% Function/Brand
24% TV
22% Internet
22% In-Store
COSMETICS &
SKIN CARE
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
35% Function
25% Price
23% Quality
30% Internet
30% TV
22% In-Store
39% Price
32% Quality
26% Function
26% In-Store
24% TV
22% Internet
25% Price
22% Brand
22% Quality
26% TV
18% In-Store
17% Magazine
34% Quality
33% Price
25% Function
36% TV
29% In-Store
25% Internet
29% Price
26% Function
25% Quality
25% TV
24% Internet
21% In-Store
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
PERSONAL
CARE
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

19. 19Copyright © 2013 The Nielsen Company
43% Function
37% Quality
21% Price
29% TV
28% Internet
25% Friends/Family
38% Quality
33% Function
28% Price
25% Internet
20% Friends/Family
18% TV
30% Quality
25% Function
18% Brand
21% TV
18% Internet
17% Friends/Family
42% Quality
32% Function
26% Price
29% TV
27% Friends/Family
26% Internet
43% Price
29% Quality
27% Function
31% Internet
22% TV
19% Friends/Family
HEALTH CARE / MEDICINE
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA
Deodorant 23 45 39 61 57
Cosmetics 25 25 24 31 23
Facial Cleanser 27 19 18 2222
Shampoo
48 50 56 5054
Disposable
Contact Lens
15 8 6 138
WHICH CATEGORIES DO YOU ALWAYS USE A
PARTICULAR BRAND AND SELDOM CHANGE?
Percent respondents in each region
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

20. 20 NEW WEALTH, NEW WORLD
FOOD AND
BEVERAGES
SERVED UP TASTE
AND QUALITY
Not surprisingly, taste was an influential purchasing criteria when
making food and beverage purchases. While quality and price were also
key factors when making a purchase decision across all regions, quality
took precedence over price among a greater percentage of respondents
in Latin America, Asia-Pacific and Middle East/Africa markets, and price
was the priority for more North Americans and Europeans.
In-store promotion tactics resonated strongly in Europe and North
America. TV was the most often cited go-to-vehicle for product
information in Latin America, Asia-Pacific and Middle East/Africa.
Friends and family were persuasive for about one-fifth of global
respondents.
On the loyalty front, the findings revealed that when it came to coffee,
consumers were committed to their favored brand. Half of respondents
in Latin America (52%) and Europe (50%) reported loyalty to their
preferred brand of coffee.
A FEELING OF ALLEGIANCE
ALL OVER THE WORLD, WE LOVE OUR
FAVORITE BRAND OF COFFEE, MILK,
YOGURT AND DRINK
DID YOU KNOW?

21. 21Copyright © 2013 The Nielsen Company
More than one-third of global respondents (36%) were loyal to milk/soy
milk brands, with Latin Americans (43%) and North Americans (38%)
most dedicated. Forty percent of Latin Americans were also devoted
to their preferred yogurt brand (exceeding the global average by 17
percentage points), and 44 percent of Middle East/Africa respondents
were loyal to their favored drink brand. North Americans showed the
strongest devotion to condiments (27%) and soups (25%), compared
with the other regions.
More than one-third of respondents in Latin America (39%) and Asia-
Pacific (37%) found TV to be the most influential source to obtain food
and beverage information, compared with 30 percent in Middle East/
Africa, 28 percent in North America and 22 percent in Europe. In-store
tactics resonated strongly among 37 percent of Europeans and Latin
Americans and 30 percent of North Americans. Roughly one-fifth of
respondents relied on family and friends for advice about buying food
and beverages.
FOOD & BEVERAGE CATEGORIES
49% Taste
34% Quality
30% Price
37% TV
25% Internet
21% Friends/Family
55% Taste
41% Price
32% Quality
37% In-Store
22% TV
20% Friends/Family
51% Taste
27% Quality
22% Price
30% TV
26% In-Store
19% Friends/Family
43% Taste
36% Quality
30% Price
39% TV
37% In-Store
21% Friends/Family
62% Taste
46% Price
21% Quality
30% In-Store
28% TV
20% Internet/
Friends/Family
FOOD &
BEVERAGES
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

22. 22 NEW WEALTH, NEW WORLD
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
ASIA-PACIFIC EUROPE MIDDLE EAST /AFRICA LATIN AMERICA NORTH AMERICA
WHICH CATEGORIES DO YOU ALWAYS USE A
PARTICULAR BRAND AND SELDOM CHANGE?
Percent respondents in each region
Soup 9 9 15 13 25
Snacks 14 8 21 11 18
Frozen Foods 1613 24 15 20
Chewing Gum and
Confectionary
18 18 16 14 17
Cereal 12 16 17 29 34
Condiments 19 17 10 17 27
Over-the-Counter
Medicines
18 24 16 31 23
Instant Noodles 29 8 18 26 18
Yogurt 16 30 31 40 26
Drinks 30 36 44 36 41
Milk/Soy Milk 35 34 37 43 38
Coffee 33 50 38 3952

23. 23Copyright © 2013 The Nielsen Company
COST, NOT BRAND
NAME, RESONATED
STRONGEST FOR
MOBILE PHONES
When purchasing a mobile phone, cost was more influential in decision
making than the brand name among 44 percent of North Americans (vs.
20% for brand), 42 percent of Europeans (vs. 26% for brand), and 35
percent of Latin Americans (vs. 31% for brand). In Middle East/Africa,
price and brand were equally influential among one-third (32%) of
respondents. Asia-Pacific respondents bucked the trend as 38 percent of
respondents selected function as the most important purchasing criteria,
followed by price (35%) and then brand (29%).
For personal electronics, price was selected most as the leading
purchase factor in all regions except Asia-Pacific, where function took
priority. Brand was a significant purchase criterion among roughly one-
quarter of respondents globally.
The Internet was the source most often cited as the best place to gain
product information for both mobile phones and personal electronics
products, followed by TV and in-store.
FUNCTION OVER FINANCE
MORE SOUTH KOREANS, JAPANESE AND
CHINESE CHOOSE FUNCTION OVER
PRICE FOR MOBILES
DID YOU KNOW?

24. 24 NEW WEALTH, NEW WORLD
MOBILE / PERSONAL ELECTRONICS
38% Function
35% Price
29% Brand
48% Internet
30% TV
24% In-Store
42% Price
26% Brand
26% Function
46% Internet
22% TV
20% In-Store
32% Brand
32% Price
25% Design
35% Internet
28% TV
18% Friends/Family
35% Price
31% Brand
27% Function
45% Internet
37% TV
26% In-Store
44% Price
26% Function
20% Brand
36% Internet
23% TV
17% In-Store
Friends/Family
MOBILE
PHONES
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
40% Function
34% Price
26% Brand
48% Internet
33% TV
23% In-Store
44% Price
25% Function
23% Brand
46% Internet
24% TV
20% In-Store
29% Price
28% Brand
17% Function
31% Internet
29% TV
18% In-Store
36% Price
25% Brand
25% Function
42% Internet
37% TV
27% In-Store
47% Price
24% Function
24% Brand
42% Internet
27% TV
18% In-Store
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
PERSONAL
ELECTRONICS
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

25. 25Copyright © 2013 The Nielsen Company
STAYING IN STYLE
CLOTHING/SHOE DESIGN WINS
OVER PRICE OR BRAND FOR THAIS,
TAIWANESE, VIETNAMESE, RUSSIANS,
TURKS, EGYPTIANS, PAKISTANIS, SAUDIS,
COLOMBIANS AND PERUVIANS
DID YOU KNOW?
TOP ATTRIBUTES
FOR SELECTING
NON-FMCG
PRODUCTS
DIFFERED
Price weighed heavily in the purchase decisions among most
respondents for household products (things you use around the home,
such as cleaning supplies), home appliances and cars. Roughly one-in-
four global respondents selected brand as the most important factor
when buying a car and design was influential for one-in-five respondents
in all regions except Asia-Pacific, where function was most important
among one-quarter of respondents.
For clothes and shoes, design was the most important purchase factor
for half (49%) of Asia-Pacific respondents—the highest percent globally,
followed by price (37%). Price was the most influential criteria for 56
percent of North Americans, 48 percent of Europeans and 44 percent of
Latin Americans, followed by design, which was instrumental for roughly
one-third of respondents. In Middle East/Africa, design and price were
important among an equal 35 percent of respondents, respectively.
The Internet was the prominent go-to source for home appliances
and cars, followed closely by TV. In-store was the leading place to get
information for clothing and shoes, followed by the Internet. TV was
most influential for household products.

26. 26 NEW WEALTH, NEW WORLD
NON-FAST-MOVING CONSUMER GOODS CATEGORIES
36% Price
34% Function
26% Quality
32% TV/Internet
29% In-Store
19% Friends/Family
48% Price
30% Function
25% Quality
29% In-Store
25% TV/Internet
16% Friends/Family
32% Price
22% Quality
20% Function
29% TV
20% In-Store
17% Internet
43% Price
29% Quality
27% Function
43% TV
33% In-Store
26% Internet
51% Price
30% Function
21% Quality
30% TV
25% In-Store
23% Internet
HOUSEHOLD
PRODUCTS
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
41% Function
33% Price
26% Brand
39% Internet
38% TV
30% In-Store
45% Price
27% Function
24% Brand
39% Internet
25% TV
30% In-Store
32% Price
27% Brand
17% Function
42% Internet
34% TV
23% In-Store
40% Price
27% Brand
24% Function
40% TV
32% Internet
32% In-Store
46% Price
24% Function
21% Brand
34% Internet
24% TV
22% In-Store
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
HOME
APPLIANCES
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

27. 27Copyright © 2013 The Nielsen Company
32% Price
25% Brand
25% Function
40% Internet
36% TV
20% Friends/Family
40% Price
27% Brand
19% Design
38% Internet
25% TV
17% Friends/Family
32% Price
24% Brand
18% Design
25% Internet
23% TV
18% Friends/Family
31% Price
30% Brand
21% Design
36% TV
34% Intermet
24% In-Store
47% Price
25% Brand
20% Design
37% Internet
32% TV
18% Friends/Family
CARS
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
39% Design
28% Price
16% Brand/Quality
30% Internet
29% In-Store
24% TV
32% Design
31% Price
10% Quality
27% Other
25% In-Store
23% Internet
27% Price
25% Design
12% Brand/Quality
24% Other
19% In-Store
17% TV/Magazine
28% Design
25% Price
13% Quality
29% In-Store
23% Internet
23% Other
35% Price
25% Design
13% Quality
24% In-Store
23% Internet
23% Other
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
JEWELRY
NON-FAST-MOVING CONSUMER GOODS CATEGORIES
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

28. 28 NEW WEALTH, NEW WORLD
49% Design
37% Price
21% Brand/Quality
39% Internet
36% In-Store
24% TV
48% Price
37% Design
22% Quality
37% In-Store
28% Internet
15% Magazine
35% Design/Price
23% Brand
17% Quality
29% In-Store
20% TV
19% Friends/Family
44% Price
37% Design
24% Quality
45% In-Store
26% Internet
25% TV
56% Price
32% Design
19% Quality/Function
29% In-store
26% Internet
20% TV
CLOTHING
ASIA-
PACIFIC EUROPE
MIDDLE EAST /
AFRICA
LATIN
AMERICA
NORTH
AMERICA
1
2
3
1
2
3
TOP 3 PURCHASE CRITERIA
TOP 3 SOURCES FOR INFORMATION
NON-FAST-MOVING CONSUMER GOODS CATEGORIES
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012

29. 29Copyright © 2013 The Nielsen Company
SECTION III
THE POWER OF
THE IN-STORE
EXPERIENCE
When shopping for groceries, the overwhelming majority of consumers
around the world planned their shopping trips by using a shopping
list and comparing prices. Globally, 84 percent of respondents used a
shopping list on at least a few trips and 88 percent compared prices.
Almost two-thirds (63%) of North Americans relied on a shopping list
for most trips, exceeding the global average of 49 percent.
When in store, consumers actively looked for deals, with roughly three-
quarters of respondents using a promotional leaflet/flyer (78%), or
coupon (71%), and purchasing from end-aisle displays (74%) on at least
some shopping trips. North Americans were the most active and regular
coupon users with 88 percent of respondents using them on shopping
trips.
IN-STORE SAVERS
IN-STORE PRODUCT PROMOTIONS
APPEAL MOST TO ITALIANS, ISRAELIS,
RUSSIANS, BRAZILIANS AND PERUVIANS
DID YOU KNOW?

30. 30 NEW WEALTH, NEW WORLD
FREQUENCY WHILE GROCERY SHOPPING
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
ASIA-PACIFIC
EUROPE
MIDDLE EAST / AFRICA
LATIN AMERICA
NORTH AMERICA
GLOBAL AVERAGE
USE A SHOPPING LIST
49% 35% 16%
56% 29% 15%
63% 28% 9%
49% 35% 16%
40% 40% 20%
55% 33% 12%
12%
46%
MOST TRIPS SOME TRIPS NO TRIPS
ASIA-PACIFIC
EUROPE
MIDDLE EAST / AFRICA
LATIN AMERICA
NORTH AMERICA
GLOBAL AVERAGE
USE THE STORE PROMOTIONAL LEAFLET/FLYER
34% 45% 22%
28% 42% 30%
47% 35% 18%
32% 46% 22%
28% 49% 23%
33% 48% 19%
12%
ASIA-PACIFIC
EUROPE
MIDDLE EAST / AFRICA
LATIN AMERICA
NORTH AMERICA
GLOBAL AVERAGE
COMPARE UNIT PRICES
51% 36% 13%
56% 33% 11%
55% 35% 10%
51% 37% 12%
46% 39% 15%
57% 35% 8%
12%
46%

31. 31Copyright © 2013 The Nielsen Company
FREQUENCY WHILE GROCERY SHOPPING
Source: Nielsen Global Survey of Consumer Shopping Behavior, Q3 2012
ASIA-PACIFIC
EUROPE
MIDDLE EAST / AFRICA
LATIN AMERICA
NORTH AMERICA
GLOBAL AVERAGE
USE COUPONS
17% 41% 42%
11% 28% 61%
44% 44% 13%
25% 46% 29%
25% 48% 27%
19% 52% 29%
12%
46%
MOST TRIPS SOME TRIPS NO TRIPS
ASIA-PACIFIC
EUROPE
MIDDLE EAST / AFRICA
LATIN AMERICA
NORTH AMERICA
GLOBAL AVERAGE
PURCHASE FROM END-AISLE DISPLAYS
21% 51% 28%
14% 48% 38%
20% 67% 13%
19% 55% 26%
21% 51% 27%
17% 60% 23%
12%
46%

32. 32 NEW WEALTH, NEW WORLD
Argentina 66%
Australia 89%
Austria 80%
Belgium 81%
Brazil 46%
Bulgaria 51%
Canada 83%
Chile 59%
China 40%
Colombia 60%
Croatia 71%
Czech Republic 73%
Denmark 90%
Egypt 36%
Estonia 78%
Finland 89%
France 80%
Germany 83%
Greece 53%
Hong Kong 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%
New Zealand 88%
Norway 97%
Pakistan 15%
Peru 37%
Philippines 32%
Poland 65%
Portugal 55%
Romania 44%
Russia 48%
Saudi Arabia 49%
Singapore 75%
Slovakia 79%
South Africa 17%
South Korea 83%
Spain 67%
Sweden 93%
Switzerland 82%
Taiwan 75%
Thailand 30%
Turkey 46%
United Arab Emirates 71%
United Kingdom 84%
Ukraine 34%
United States 78%
Venezuela 41%
Vietnam 34%
ABOUT THE NIELSEN GLOBAL SURVEY
The Nielsen Global Survey of Consumer Shopping Behavior was
conducted between August 10 and September 7, 2012, and polled more
than 29,000 online consumers in 58 countries throughout Asia-Pacific,
Europe, Latin America, the Middle East, Africa and North America.
The sample has quotas based on age and sex for each country based
on their Internet users and is weighted to be representative of Internet
consumers and has a maximum margin of error of ±0.6%. This Nielsen
survey is based on the behavior of respondents with online access only.
Internet penetration rates vary by country. Nielsen uses a minimum
reporting standard of 60 percent Internet penetration or 10M online
population for survey inclusion. The Nielsen Global Survey, which
includes the Global Consumer Confidence Index, was established in
2005.
INTERNET PENETRATION
Source: Internet World Stats, June 30, 2012

33. 33Copyright © 2013 The Nielsen Company
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing
and consumer information, television and other media measurement,
online intelligence and mobile measurement. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and
Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright © June 2013 The Nielsen Company. All rights reserved.
Nielsen and the Nielsen logo are trademarks or registered trademarks
of CZT/ACN Trademarks, L.L.C. Other product and service names are
trademarks or registered trademarks of their respective companies.
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34. 34 NEW WEALTH, NEW WORLD