New wealth, New world How and why we shop around the globe July 2013 New wealth, New world Copyright 2013 the Nielsen Company 1

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1 New Wealth, New World How and why we shop around the globe July 0 Copyright 0 The Nielsen Company

2 New Wealth, New World

3 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... 0 Knowledge is power... Can desire to protect the environment convert to action?...4 SECTION II: Category Purchase Criteria, Loyalty and Top Sources for InformatioN... 6 Health & Beauty...7 Food & Beverage... 0 Mobile Phones and Personal Electronics... Non-FMCG... 5 SECTION III: The Power of the In-Store Experience... 9 Copyright 0 The Nielsen Company

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5 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 9,000 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. Copyright 0 The Nielsen Company 5

6 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 (6%) and Asia-Pacific (5%) exceeding the global average of 4 percent. Fewer than one-third of North Americans (0%) and Europeans (%) felt the same. Globally, more men (46%) than women (9%) 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 8% vs. men 7%). Religion was an important guiding source for decision making among 7 percent of Middle East/Africa respondents, which far exceeded the global average of percent. DID YOU KNOW? FAMILY TIES Strong traditional values are found in Pakistan, Colombia, Venezuela, India, Eastern Europe, and Italy 6 New Wealth, New World

7 Lifestyle Values Percent WHO Somewhat/Strongly Agree GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN NORTH 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 Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company 7

8 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 9%) and early adoption (AP 45% / MEA 4%). 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 0 online respondents in Asia-Pacific were willing to pay extra for designer products (6%), exceeding the global average by 7 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 Top 5 Countries Somewhat/Strongly Agree to the statements below I often buy things I do not need impulsively 5% ThAILAND 48% India 44% CHINA 4% EGYPT 4% SAUDI ARABIA I prefer to purchase and try products earlier than other people 56% INDIA 5% CHINA 46% INDONESIA 46% EGYPT 46% SAUDI ARABIA Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 8 New Wealth, New World

9 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 (8%) and Asia-Pacific (8%) respondents exceeding the global average. DID YOU KNOW? ASPIRATIONAL INTENTIONS Indians and Chinese are among most impulsive and brand image-driven shoppers I am willing to pay more for designer products than for those with the same functions 74% CHINA 59% INDIA 58% BRAZIL 56% VIETNAM 5% SOUTH KOREA I like to buy products of famous brands 74% INDIA 74% ROMANIA 7% VIETNAM 6% CHINA 6% PAKISTAN Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company 9

10 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 0 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 (5%) were especially interested to buy products promoted in the store, only percent of North Americans and 4 percent of Europeans felt the same way. ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN TOP COUNTRIES Products with free gifts are more attractive to buy* 77% Philippines 69% Poland 75% Vietnam 69% Pakistan 74% Greece 68% India 7% Turkey 68% Malaysia 7% Peru 68% Colombia 7% Romania I AM ESPECIALLY interested to buy products promoted in the store* 76% Italy 69% Ukraine 74% Israel 67% Thailand 74% Peru 65% Vietnam 7% Brazil 65% Spain 7% Russia *Percent survey respondents that SOMEWHAT/STRONGLY AGREE 0 New Wealth, New World

11 DID YOU KNOW? WE LIKE OUR FREEBIES Filipinos, Greeks and Vietnamese are most attracted to products with free gifts Deal Sensitivity Percent WHO Somewhat/Strongly Agree GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN NORTH I buy on promotion in-store Price is most important concern Free gifts are attractive I am aware of promotions/discounts I price compare with my mobile phone Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company

12 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 (5%) or other s influence (5%). Conversely, Middle East/Africa and Latin American respondents relied most on the advice of professionals. DID YOU KNOW? IN THE KNOW More than 80% of Polish, Thai, Brazilian, Filipino, Venezuelan, Peruvian, Spanish and Mexican respondents shop around for best deals New Wealth, New World

13 ShoppING Researchers Percent WHO Somewhat/Strongly Agree GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN NORTH 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 Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company

14 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 Save energy/ reduce carbon footprint Buy environmental friendly PRODUCTS regardless of price 58% 64% 49% 57% GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST/ AFRICA 46% 55% 7% 5% 67% 4% LATIN NORTH 0% 46% Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 4 New Wealth, New World

15 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* 7% India 6% Thailand 7% Vietnam 60% Russia 68% Turkey 58% China 6% Ukraine 58% Philippines 6% 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 7% Indonesia 68% Philippines 7% Vietnam 68% Peru 7% Colombia 67% Venezuela *Percent survey respondents that SOMEWHAT/STRONGLY AGREE DID YOU KNOW? GOING GREEN Thais, Indonesians, Vietnamese, Filipinos and Chinese are eco-minded and willing to pay Copyright 0 The Nielsen Company 5

16 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 productrelated 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 7 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. DID YOU KNOW? BRAND IS KING Brand is a top priority when Indians shop for cosmetics, skin/ personal care, electronics, mobile phones and cars 6 New Wealth, New World

17 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 0 percentage points. Roughly one-quarter of global respondents were committed to their favorite cosmetic (5%) and facial cleanser (%) brands. Overall, TV reigned supreme as an influential source to obtain productrelated information for health and beauty categories. The Internet and instore 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. DID YOU KNOW? LOOK GOOD, FEEL GREAT Price is a key factor when buying skincare/cosmetics for respondents in 5 of 58 countries Copyright 0 The Nielsen Company 7

18 Health & Beauty Categories Cosmetics & Skin Care ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 4% Function 5% Quality 4% Price % Price 0% Quality % Function TOP SOURCES FOR INFORMATION % Brand % Price 0% Quality % Quality 7% Price % Function/ Brand 6% Price % Quality 0% Function/Brand 5% TV 4% Internet 4% In-Store 5% In-Store 4% TV % Internet 8% TV 9% In-Store 8% Internet % TV 9% In-Store 5% Internet/ Magazine 4% TV % Internet % In-Store PERSONAL Care ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 5% Function 5% Price % Quality 9% Price % Quality 6% Function 5% Price % Brand % Quality 4% Quality % Price 5% Function 9% Price 6% Function 5% Quality TOP SOURCES FOR INFORMATION 0% Internet 0% TV % In-Store 6% In-Store 4% TV % Internet 6% TV 8% In-Store 7% Magazine 6% TV 9% In-Store 5% Internet 5% TV 4% Internet % In-Store Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 8 New Wealth, New World

19 HEALTH CARE / MEDICINE ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 4% Function 7% Quality % Price 8% Quality % Function 8% Price 0% Quality 5% Function 8% Brand 4% Quality % Function 6% Price 4% Price 9% Quality 7% Function TOP SOURCES FOR INFORMATION 9% TV 8% Internet 5% Friends/Family 5% Internet 0% Friends/Family 8% TV % TV 8% Internet 7% Friends/Family 9% TV 7% Friends/Family 6% Internet % Internet % TV 9% Friends/Family Which categories do you always use a particular brand and seldom change? Percent respondents in each region ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN NORTH Shampoo Deodorant Cosmetics Facial Cleanser Disposable Contact Lens Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company 9

20 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 (5%) and Europe (50%) reported loyalty to their preferred brand of coffee. DID YOU KNOW? A FEELING OF ALLEGIANCE All over the world, we love our favorite brand of coffee, milk, yogurt and drink 0 New Wealth, New World

21 More than one-third of global respondents (6%) were loyal to milk/soy milk brands, with Latin Americans (4%) and North Americans (8%) most dedicated. Forty percent of Latin Americans were also devoted to their preferred yogurt brand (exceeding the global average by 7 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 (7%) and soups (5%), compared with the other regions. More than one-third of respondents in Latin America (9%) and Asia- Pacific (7%) found TV to be the most influential source to obtain food and beverage information, compared with 0 percent in Middle East/ Africa, 8 percent in North America and percent in Europe. In-store tactics resonated strongly among 7 percent of Europeans and Latin Americans and 0 percent of North Americans. Roughly one-fifth of respondents relied on family and friends for advice about buying food and beverages. Food & Beverage Categories FOOD & BEVERAGES ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 49% Taste 4% Quality 0% Price 55% Taste 4% Price % Quality 5% Taste 7% Quality % Price 4% Taste 6% Quality 0% Price 6% Taste 46% Price % Quality TOP SOURCES FOR INFORMATION 7% TV 5% Internet % Friends/Family 7% In-Store % TV 0% Friends/Family 0% TV 6% In-Store 9% Friends/Family 9% TV 7% In-Store % Friends/Family 0% In-Store 8% TV 0% Internet/ Friends/Family Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company

22 Which categories do you always use a particular brand and seldom change? Percent respondents in each region ASIA-PACIFIC MIDDLE EAST /AFRICA LATIN NORTH Coffee Milk/Soy Milk Drinks Yogurt Over-the-Counter Medicines Cereal Instant Noodles Condiments Frozen Foods Chewing Gum and Confectionary Snacks Soup Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 New Wealth, New World

23 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. 0% for brand), 4 percent of Europeans (vs. 6% for brand), and 5 percent of Latin Americans (vs. % for brand). In Middle East/Africa, price and brand were equally influential among one-third (%) of respondents. Asia-Pacific respondents bucked the trend as 8 percent of respondents selected function as the most important purchasing criteria, followed by price (5%) and then brand (9%). 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 onequarter 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. DID YOU KNOW? FUNCTION OVER FINANCE More South Koreans, Japanese and Chinese choose function over price for mobiles Copyright 0 The Nielsen Company

24 Mobile / Personal Electronics MOBILE PHONES ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 8% Function 5% Price 9% Brand 4% Price 6% Brand 6% Function % Brand % Price 5% Design 5% Price % Brand 7% Function 44% Price 6% Function 0% Brand TOP SOURCES FOR INFORMATION 48% Internet 0% TV 4% In-Store 46% Internet % TV 0% In-Store 5% Internet 8% TV 8% Friends/Family 45% Internet 7% TV 6% In-Store 6% Internet % TV 7% In-Store Friends/Family PERSONAL ELECTRONICS ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 40% Function 4% Price 6% Brand 44% Price 5% Function % Brand 9% Price 8% Brand 7% Function 6% Price 5% Brand 5% Function 47% Price 4% Function 4% Brand TOP SOURCES FOR INFORMATION 48% Internet % TV % In-Store 46% Internet 4% TV 0% In-Store % Internet 9% TV 8% In-Store 4% Internet 7% TV 7% In-Store 4% Internet 7% TV 8% In-Store Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 4 New Wealth, New World

25 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-infour 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 (7%). 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 5 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. DID YOU KNOW? STAYING IN STYLE Clothing/shoe design wins over price or brand for Thais, Taiwanese, Vietnamese, Russians, Turks, Egyptians, Pakistanis, Saudis, Colombians and Peruvians Copyright 0 The Nielsen Company 5

26 NON-Fast-moving consumer goods CATEGORIES Household Products ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 6% Price 4% Function 6% Quality 48% Price 0% Function 5% Quality % Price % Quality 0% Function 4% Price 9% Quality 7% Function 5% Price 0% Function % Quality TOP SOURCES FOR INFORMATION % TV/Internet 9% In-Store 9% Friends/Family 9% In-Store 5% TV/Internet 6% Friends/Family 9% TV 0% In-Store 7% Internet 4% TV % In-Store 6% Internet 0% TV 5% In-Store % Internet HOMe APPLIANCES ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 4% Function % Price 6% Brand 45% Price 7% Function 4% Brand % Price 7% Brand 7% Function 40% Price 7% Brand 4% Function 46% Price 4% Function % Brand TOP SOURCES FOR INFORMATION 9% Internet 8% TV 0% In-Store 9% Internet 5% TV 0% In-Store 4% Internet 4% TV % In-Store 40% TV % Internet % In-Store 4% Internet 4% TV % In-Store Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 6 New Wealth, New World

27 NON-Fast-moving consumer goods CATEGORIES CARS ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA % Price 5% Brand 5% Function 40% Price 7% Brand 9% Design % Price 4% Brand 8% Design % Price 0% Brand % Design 47% Price 5% Brand 0% Design TOP SOURCES FOR INFORMATION 40% Internet 6% TV 0% Friends/Family 8% Internet 5% TV 7% Friends/Family 5% Internet % TV 8% Friends/Family 6% TV 4% Intermet 4% In-Store 7% Internet % TV 8% Internet JEWELRY ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 9% Design 8% Price 6% Brand/Quality % Design % Price 0% Quality 7% Price 5% Design % Brand/Quality 8% Design 5% Price % Quality 5% Price 5% Design % Quality TOP SOURCES FOR INFORMATION 0% Internet 9% In-Store 4% TV 7% Other 5% In-Store % Internet 4% Other 9% In-Store 7% TV/Magazine 9% In-Store % Internet % Other 4% In-Store % Internet % Other Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company 7

28 NON-Fast-moving consumer goods CATEGORIES CLOTHING ASIA- PACIFIC MIDDLE EAST / AFRICA LATIN NORTH TOP PURCHASE CRITERIA 49% Design 7% Price % Brand/Quality 48% Price 7% Design % Quality 5% Design/Price % Brand 7% Quality 44% Price 7% Design 4% Quality 56% Price % Design 9% Quality/Function TOP SOURCES FOR INFORMATION 9% Internet 6% In-Store 4% TV 7% In-Store 8% Internet 5% Magazine 9% In-Store 0% TV 9% Friends/Family 45% In-Store 6% Internet 5% TV 9% In-store 6% Internet 0% TV Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 8 New Wealth, New World

29 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 (6%) 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 threequarters of respondents using a promotional leaflet/flyer (78%), or coupon (7%), 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. DID YOU KNOW? IN-STORE SAVERS In-store product promotions appeal most to Italians, Israelis, Russians, Brazilians and Peruvians Copyright 0 The Nielsen Company 9

30 FREQUENCY WHILE GROCERY SHOPPING MOST TRIPS SOME TRIPS NO TRIPS Use a shopping list GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST / AFRICA % LATIN NORTH 49% 5% 6% 40% 40% 0% 55% % % 49% 5% 6% 56% 9% 5% 6% 8% 9% Compare unit prices GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST / AFRICA % LATIN 46% NORTH 5% 7% % 46% 9% 5% 57% 5% 8% 5% 6% % 56% % % 55% 5% 0% Use the store promotional leaflet/flyer GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST / AFRICA % LATIN 46% NORTH % 46% % 8% 49% % % 48% 9% 4% 45% % 8% 4% 0% 47% 5% 8% Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 0 New Wealth, New World

31 FREQUENCY WHILE GROCERY SHOPPING MOST TRIPS SOME TRIPS NO TRIPS Use coupons GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST / AFRICA % LATIN NORTH 5% 46% 9% 5% 48% 7% 9% 5% 9% 7% 4% 4% % 8% 6% 44% 44% % Purchase from end-aisle displays GLOBAL AVERAGE ASIA-PACIFIC MIDDLE EAST / AFRICA % LATIN 46% NORTH 9% 55% 6% % 5% 7% 7% 60% % % 5% 8% 4% 48% 8% 0% 67% % 46% Source: Nielsen Global Survey of Consumer Shopping Behavior, Q 0 Copyright 0 The Nielsen Company

32 About the Nielsen Global Survey The Nielsen Global Survey of Consumer Shopping Behavior was conducted between August 0 and September 7, 0, and polled more than 9,000 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 0M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 005. INTERNET PENETRATION Argentina 66% Australia 89% Austria 80% Belgium 8% Brazil 46% Bulgaria 5% Canada 8% Chile 59% China 40% Colombia 60% Croatia 7% Czech Republic 7% Denmark 90% Egypt 6% Estonia 78% Finland 89% France 80% Germany 8% Greece 5% Hong Kong 75% Hungary 65% India % Indonesia % Ireland 77% Israel 70% Italy 58% Japan 80% Latvia 7% Lithuania 65% Malaysia 6% Mexico 7% Netherlands 9% New Zealand 88% Norway 97% Pakistan 5% Peru 7% Philippines % Poland 65% Portugal 55% Romania 44% Russia 48% Saudi Arabia 49% Singapore 75% Slovakia 79% South Africa 7% South Korea 8% Spain 67% Sweden 9% Switzerland 8% Taiwan 75% Thailand 0% Turkey 46% United Arab Emirates 7% United Kingdom 84% Ukraine 4% United States 78% Venezuela 4% Vietnam 4% Source: Internet World Stats, June 0, 0 New Wealth, New World

33 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 00 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit Copyright June 0 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. /6584 Copyright 0 The Nielsen Company

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