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Health and Wellness in America: The Consumer Perspective

September 10, 2014 Comments off

Health and Wellness in America: The Consumer Perspective
Source: Nielsen

Health is trending in the U.S. From superfoods like kale to new exercise fads like yoga and CrossFit, healthy habits are on the tip of the American public’s tongue. So with health and wellness going mainstream, have people really changed their habits?

Consumers aspire to better health and healthier eating, but wanting and doing are two different things. More than one-third of American adults are still obese according to the Centers for Disease Control and Prevention. And half admit that healthy eating is a challenge, especially in the face of rising food costs.

Despite setbacks, however, the desire to achieve an improved quality of life is driving consumers to pursue specific health and wellness behaviors, such as consuming healthy foods or reading package labels. By identifying unmet consumer nutrient needs, finding foods that address consumers’ health concerns and understanding different consumer segments’ varied habits, retailers and manufacturers can help consumers overcome the obstacles they face when it comes to health and wellness and improve their lifestyles.

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E-Commerce: Evolution or Revolution in the Fast-Moving Consumer Goods World?

September 9, 2014 Comments off

E-Commerce: Evolution or Revolution in the Fast-Moving Consumer Goods World?
Source: Nielsen

Across the globe, shoppers are increasingly turning to the web to buy the things they need. Online shopping offers certain conveniences—from delivering your order right to your door to broad selection and low prices—that brick-and-mortar stores can’t. But for certain categories, traditional retail stores still hold the cards.

The most popular e-commerce categories, not surprisingly, are non-consumable—durables and entertainment-related products. Almost half of global respondents in an online survey intend to purchase clothing or make airline or hotel reservations using an online device in the next six months. On the other hand the online market for buying groceries and other consumable products is comparatively smaller. The hands-on buying nature and perishability of these goods limits the usefulness and practicality of buying online.

Nevertheless, the global audience is willing and eager to shop the web. Online purchase intention rates have doubled in three years for 12 of 22 measured categories. While consumable categories will continue to trail non-consumable ones, the frequency of purchasing these products is increasing e-commerce’s appeal. And beyond buying, digital is an increasingly important research and engagement platform.

Free registration required to access report.

Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands

August 10, 2014 Comments off

Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands
Source: Lost Remote/Nielsen

A recently Nielsen study measures the overlap between people who tweet about TV and people who tweet about brands that advertise on TV.

According to the report, 17 million people sent 361 million tweets about TV through April. In the same time period, “17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social captures.” The purpose of measuring the overlap was to better understand the value of social TV audiences to brands.

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The Bilingual Brain

August 8, 2014 Comments off

The Bilingual Brain
Source: Nielsen

Hispanics and Millennials are two of the fastest growing and increasingly important consumer groups in the U.S. So it’s no surprise that marketers are eager to understand how to connect with these populations. But to engage with those who fall in both groups, Hispanic Millennials, it is imperative to understand the impact of language in order to optimize messaging for this demographic that increasingly identifies as bilingual.

Research has demonstrated that bilingual speakers have a number of cognitive advantages over their monolingual peers; however, the neurological impact of bilingualism on advertising had not yet been explored. Utilizing Nielsen’s proprietary consumer neuroscience technology, Nielsen, Univision and Starcom collaborated to research unarticulated language preferences and their impact on advertising, answering key questions, such as:

  • Does the emerging population of bilingual Millennials respond differently to messaging when it is in Spanish than when it is in English?
  • What are the best ways to reach and connect with Hispanic bilingual Millennials?
  • How does the language of television programming influence how the advertisement is received by the consumer?

The results confirm that language influences how ads are received and introduces the idea that advertising in Spanish offers a unique advantage for brands striving to connect with bilingual Hispanic Millennials.
 

Free registration required.

Consumer Issues — Canada’s Ethnic Minorities Represent a Major Opportunity

July 7, 2014 Comments off

Canada’s Ethnic Minorities Represent a Major Opportunity
Source: Nielsen

Canada’s consumer makeup isn’t what it used to be, and this represents a major opportunity for marketers. Today, Canada is home to 6.8 million foreign-born residents, and that shift is worth noting for any marketer interested in ways to make products and services that cater to Canada’s evolving demographic landscape.

More than one in five Canadians is a foreign-born resident, which is the highest proportion of all G8 countries (the Group of Eight Countries is a forum for the governments of eight of the world’s largest national economies). Before 1971, immigrants from visible minorities made up about 12 percent of the country’s population. Following the last documented wave of new immigrants between 2006 and 2011, almost 80 percent were visible minorities.

Despite this growth in multiculturalism throughout the country, brands and companies have often ignored the opportunity because there’s a perception that it is difficult to reach multicultural consumers. The sheer variety of languages, dialects, consumption patterns, shopping behaviours, brand and product loyalties are seen as a barrier to attracting and engaging with these valuable consumer segments. However, the growing size and potential of these groups means that companies can no longer afford to ignore the upswell.

Free registration required to download report.

Beautiful Game: Soccer in the U.S. Could Be a Win for Advertisers and Programmers Alike

June 12, 2014 Comments off

Beautiful Game: Soccer in the U.S. Could Be a Win for Advertisers and Programmers Alike
Source: Nielsen

Long considered an up-and-coming sport to both watch and play, the popularity of soccer has been growing steadily since the rise of the soccer mom. In fact, advertisers and programmers looking for a unique opportunity to connect with fans outside well-established American sports, such as football or basketball, take note: the World Cup could be that space. After all, the sport’s fans are dedicated to the teams they root for, avid spenders and quite social when it comes to digital dialogue. Soccer’s fans are also a pretty diverse lot, which isn’t surprising considering it’s the preeminent sport throughout much of the world.

“While the World Cup only comes around every four years, and soccer—with two non-interrupted halves—has less space for traditional TV spots, the heavy branding on both stadium signage and player kits seems to resonate with fans,” said Stephen Master, senior vice president sports, Nielsen.

In fact, a recent survey by The Harris Poll^ found that nearly two-thirds (62%) of people who follow soccer, or fútbol, say they take notice of the companies that support their favorite teams and players.

What’s more, these fans are also avid consumers when it comes to team pride and showing their support!

The poll found that 58 percent of Americans who follow soccer already own merchandise supporting a favorite player, team or league, and over half of this same group (54%) say that they think wearing apparel to support their fandom is an important part of the watching the World Cup. Better still, many of these fans anticipate cracking open their wallets. Nearly half (45%) of soccer fans said they plan on purchasing merchandise in support of their favorite player, team or league.

Upscale Tech-Savvy Millennials: Saving and Investment Strategies Around the World

May 16, 2014 Comments off

Upscale Tech-Savvy Millennials: Saving and Investment Strategies Around the World
Source: Nielsen

Upscale Millennials represent the future of economic growth and prosperity. These consumers are a subset of the Millennial generation with household incomes over the 75th percentile in their countries—that means households earning $30,000 or more in India and above $70,000 in the U.S.

This young segment of the population is actively saving and investing, and these consumers feel confident in their financial futures. In contrast to the global population, the proportion of upscale Millennials actively saving exceeds future savings intentions in areas reflective of their lifestage like higher education and a first-home purchase. And they’re devoting a larger portion of their monthly income to savings than the general Millennial population. Financial institutions should look to consumer sentiment and savings intentions country by country to develop strategies to educate and connect with upscale Millennials. In an effort to better understand this group and its consumer prowess, Nielsen conducted a study across the U.S., China, India and Brazil to learn about their financial plans and aspirations.

Free registration required to download report.

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