BELGIAN CONSUMER CONFIDENCE JUMPS 4 INDEX POINTS TO 83 IN Q2–ITS HIGHEST LEVEL SINCE 2012

New York – 27 July 2015 — Despite the escalating Greek debt crisis, Consumer Confidence in the Belgium jumped four index points in the second quarter to 83, marking the country’s highest confidence level in almost three years, according to Nielsen’s Consumer Confidence Index Report released today. Global Consumer Confidence stayed relatively consistent for more than a year, declining one index point in the second quarter to a score of 96. The Nielsen Consumer Confidence Index measures perceptions of local job prospects, personal finances and immediate spending intentions among more than 30,000 respondents with Internet access in 60 countries. The global survey was fielded May 11-29, 2015 during a time when news of the Greek debt crisis was developing.

“Contrasts within and across markets continue to be a dominant feature of the global economy,” said Louise Keely, senior vice president, Nielsen, and president, The Demand Institute. “Consumer confidence in Eurozone markets has been relatively stable, with the notable exception of Greece.  While quantitative easing is largely viewed as doing as intended, Europe is now moving through the Greek debt crisis. A relatively strong starting point for confidence will support consumer spending as the crisis unfolds.”

SIGNS OF IMPROVEMENT ARE EVIDENT IN EUROPE

Despite the recent Eurozone economic uncertainty, consumer confidence grew throughout the European region in the second quarter, as 21 of 32 markets (65%) were more optimistic than at the start of the year. Confidence in Germany, the region’s largest economy, declined three index points to 97—the first decline in a year. In the U.K., confidence increased two points to 99—the sixth consecutive quarter of increases. Regionally, confidence increased most in the Ukraine (48), rising seven index points from the first quarter, but still leaving the country far below 100, the equilibrium point of pessimism/optimism.

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Confidence in Greece, however, declined by 12 index points to a score of 53—the largest quarterly decrease of the 60 countries in the survey. Confidence also declined by four points in both Ireland (88) and Italy (53).

LATIN AMERICA FALLS DEEPER INTO A RECESSIONARY MINDSET

Consumer confidence declined in six of seven Latin American markets measured in the second quarter, with Brazil (81) reporting the steepest drop of seven index points from the first quarter. The decline represents the third consecutive quarter of declines for the region’s largest economy, and the score is the lowest Nielsen has ever recorded (the Nielsen Consumer Confidence Index was established in 2005).

In Brazil, sentiment for the three economic indicators hit new lows, as future job prospects declined four percentage points to 23%, personal finances sentiment decreased four percentage points to 56%, and immediate spending intentions declined nine percentage points to 32%. Nearly all Brazilian respondents believe they are in recession, as the sentiment increased five percentage points to 90% from the first quarter.

Peru’s index (95) declined four points, followed by declines of three points each in Chile (84) and Venezuela (62). Consumer confidence in Mexico (84) and Colombia (93) declined two and one point, respectively, from the first quarter. Argentina was the only country measured in the region with a confidence boost, rising six points to 81 in the second quarter.

U.S. CONFIDENCE DECLINES, BUT STAYS AT AN OPTIMISTIC LEVEL  

U.S. consumer confidence decreased six index points in the second quarter to a score of 101, but remained at an above-the-baseline optimistic level. “Confidence in the U.S. remains at elevated levels,” said James Russo, senior vice president, Nielsen Global Consumer Insights. “However, it’s an uneven recovery, as more than half of Americans still feel the effects of the recession and nearly 40% are still living paycheck to paycheck.”

Consumer confidence in Canada, however, increased two points to 98, after declining six points in the first quarter. Immediate spending intentions increased four percentage points in the second quarter to 41%, reversing the decline from the first quarter.

CONFIDENCE RISES IN CHINA, INDIA, JAPAN AND THE PHILIPPINES, BUT DECLINES IN 10 OTHER ASIA-PACIFIC COUNTRIES

Reversing the performance at the start of the year, consumer confidence in the Asia-Pacific region improved in only four countries in the second quarter, while it declined in nine others. The Philippines showed the biggest quarterly confidence increase of seven index points, rising to a score of 122—the country’s highest level on record. Confidence also increased one point each in India (131), China (107) and Japan (83) from the first quarter.

“In China, consumers’ desire to spend is growing, especially in the lower-tier cities and in the rural parts of the country,” said Yan Xuan, president, Nielsen Greater China. “Higher income levels and growing e-commerce penetration in these areas represent important steps for increasing domestic consumption. The East China region is leading the country’s economic transformation with the highest confidence and spending intention levels and where online, offline, traditional and specialty channels are converging and driving upgraded product choices.”

CONFIDENCE DECLINES IN THE UAE, SAUDI ARABIA AND EGYPT

Consumer confidence decreased in three of five countries measured in the Middle East/Africa region and held steady in two in the second quarter. At 108, the United Arab Emirates (UAE) had the highest index in the region, but it decreased seven points from the first quarter—the biggest quarterly decline in six years. Confidence declined five points in Egypt to 85 and two points in Saudi Arabia to 105. Confidence levels in Pakistan (102) and South Africa (87) were unchanged from the first quarter.

Recessionary sentiment increased in four of five Middle East/Africa markets: Egypt and South Africa each increased three percentage points to 82% and 73%, respectively, and Saudi Arabia and the United Arab Emirates increased two percentage point to 45% and 41%, respectively.

CONFIDENCE RISES IN KENYA AND NIGERIA, BUT DECLINES IN GHANA

Consumer confidence increased eight index points in Kenya (112) and three points in Nigeria (132) in the second quarter. Conversely, confidence decreased five points in Ghana (94), the second consecutive quarter of declines. The outlook for jobs increased significantly in Nigeria and Kenya, rising 11 and eight percentage points, respectively, from the first quarter. Eighty-five percent of Nigerian respondents and 67% of Kenya respondents believe the state of their personal finances are good/excellent, up two and three percentage points, respectively. Conversely, sentiment for all three indicators declined in Ghana. 

ABOUT THE GLOBAL SURVEY OF CONSUMER CONFIDENCE AND SPENDING INTENTIONS

The Nielsen Global Survey of Consumer Confidence and Spending Intentions was conducted May11-29, 2015 and polled more than 30,000 online consumers in 60 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 its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The China Consumer Confidence Index is compiled from a separate mixed methodology survey among 3,500 respondents in China. The sub-Saharan African countries in this study are compiled from a separate mobile methodology survey among 1,600 respondents in Ghana, Kenya and Nigeria. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.

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Uncommon Sense: Back to the Future: Perspectives on ‘Thriving in 2020’

Uncommon Sense: Back to the Future: Perspectives on ‘Thriving in 2020’.

By Chris Louie, SVP Product Leadership

Conclusions of Nielsen’s U.S. Consumer 360 conference (panel of media industry experts to look ahead even further and answer the question: “What do you predict will change by 2020, and what will companies need to do to continue to thrive in that environment?”)

1. Consumers will become even more diverse—both in demographics and behavior—challenging traditional ways to categorize them.

NBCU’s Diaz predicted that by 2020, more than one in five marriages will be mixed race—a striking indication of how the current crop of Millennials will confound simple classification. Magna’s Hughes pointed out that while marketers like to use labels such as “Hispanics” when creating segmentations, it’s more complicated than that; he cited findings from their upcoming Media Economy Report that first-, second-, and third-generation Hispanics all exhibited significant differences in media consumption. More generally, consumers across the demographic spectrum have embraced the multitude of options for watching, listening, reading and buying that digitally connected devices offer them. The panel’s consensus advice to prepare for 2020: invest in a robust consumer insights effort to ensure you have a strong handle on who your customers are and what they want from you.

2. Owning and activating consumer data effectively will be a core competency for all marketers and media companies.

“By 2020,” said eXelate’s Garbaccio, “more than 75% of marketers and media companies will be using a Data Management Platform (DMP) to activate data–their own and that of third parties.” Data ownership was a hot topic in the discussion, as it has been within the media industry over the past 12 months: to what degree should consumer data live with marketers versus the media properties and social networks that aggregate audiences for them versus their agencies? Garbaccio cited the desire to develop and leverage proprietary first-party data as the top priority listed by his marketer clients. With players around the industry collecting different fragments of data about what consumers are watching and buying, Magna’s Hughes declared that “finding ways to partner” would be a better course for marketers to take.

3. Traditional media and ad markets will continue to look more like and meld with digital markets, but significant investment will be needed to complete the transformation.

Nielsen’s Solomon predicted that more than 50% of TV advertising will be transacted on audience measures beyond age and gender, a view the rest of the group supported. NBCU’s Diaz noted that some of today’s most successful content underscores a trend towards cultural pluralism, where no one group is dominant in the new American mainstream. Content and consumer products alike will need to reflect and celebrate this plurality to grow over the next five years. eXelate’s Garbaccio pointed out the effort TV networks made at this year’s Upfronts to highlight their shows’ ability to reach specific buyers (e.g., purchasers of a particular cereal brand) using data from Nielsen and other providers. The panel was also unanimous in believing that “programmatic” (i.e., automated) buying would eventually be the dominant process for TV advertising transactions. However, the panelists cited significant infrastructure upgrades as a major stumbling block for both targeted advertising and programmatic buying for linear TV and expressed skepticism that it would be in place at scale by 2020.

4. Consumer needs dictate what will and won’t change – and not everything will change.

Given that we’ve witnessed dramatic, accelerating change over the past five years–the advent of tablets, the explosive growth in mobile device usage, the emergence of Netflix, advances in digital advertising–what does NOT change over the next five years might be just as surprising as what does. For example, Magna’s Hughes believes that the uptake of unbundled TV packages will be significantly lower than the popular press suggests. Hughes’ analysis shows that consumers still want to have a selection of channels and still need access to high-speed internet, both of which cable system operators can provide through a single subscription. Nielsen’s Solomon concurred, identifying a realization many consumers are coming to: assembling a set of subscription programming and streaming offerings is tantamount to creating your own cable package – not necessarily at a lower price point.

 

France: Les ventes du drive explosent en mai-juin: +27% vs 2013 (Nielsen)

Les ventes du drive explosent en mai-juin.

2014-07-25 14:05:00

Selon les derniers chiffres du baromètre Nielsen Drive, le circuit drive progresse de 26,9% en mai-juin 2014 par rapport à la même période de 2013.

D’après les derniers chiffres du baromètre Nielsen Drive comptabilisant les ventes drive d’Auchan, Carrefour, Cora, Leclerc et Monoprix, le chiffre d’affaires du circuit drive a bondi de 26,9% entre la période allant de mi-mai à mi-juin 2014 et la même période en 2013. Le chiffre d’affaires 2014 de la période ressort ainsi à 216,6 millions d’euros, vs 170,7 millions d’euros pour 2013.

Selon Nielsen Drive, cette hausse est essentiellement portée par la croissance continue du parc d’unités drive en France, mais déjà se profile une baisse de régime des ouvertures… Selon les chiffres de l’enquête Shopper Assortimentprésentée par Nielsen début juin dernier, après une véritable période d’euphorie (1.944 en 2012 vs 2.721 en 2013, soit une progression de + 40%), le rythme des ouvertures de drives s’essouffle. Désormais, l’essentiel des ouvertures se fait sur des sites «accolés en picking», c’est-à-dire sans entrepôt dédié, où les équipes font les courses en magasin à la place des clients. Or, ce modèle est pour les enseignes le plus coûteux et le moins performant.


En attendant les drive « V2 »

Si le drive a certes trouvé sa place au sein des familles en se positionnant d’entrée de jeu à un haut niveau sur certains produits de grande consommation, le modèle reste perfectible notamment sur les produits frais. C’est sur ce chemin de la rentabilité et de l’innovation que désormais les enseignes s’engagent. Chez E-Leclerc par exemple, l’on travaille activement au drive «V2».

Le nouveau concept Leclerc Drive actuellement en test dans une vingtaine de points de vente sera accompagné prochainement d’un nouveau site lancé à la fin de l’année. Cette nouvelle version web est d’ores et déjà annoncée comme plus ergonomique et plus personnalisable. Un test est également en cours pour exploiter les Google Glass et renouveler l’expérience d’achat. Chez Auchan aussi, l’heure est aux grandes manœuvres côté ergonomie et fluidité avec la nouvelle mouture de son application mobile dédiée au Drive. Cette nouvelle application a fait l’objet de focus groups clients en amont pour une ergonomie intuitive et de nouvelles fonctionnalités.

Parmi ces fonctionnalités, l’on retrouve pèle mêle, la mise en route d’un scanner intelligent qui permet de scanner des codes barres à la maison et d’ajouter le produit scanné à sa liste de course, la mise en ligne de nombreuses recettes à partir desquelles il est possible de créer sa liste de courses, la mise en route d’un moteur de recherche lui aussi intelligent qui suggère des produits en fonction des habitudes d’achat… Cette nouvelle application est multi-device, c’est-à-dire qu’elle fonctionne aussi bien sur smartphones iOS et Android que sur tablettes.  

Dominique André-Chaigneau, Toute la Franchise

Connecting with Social Brand Ambassadors – (The Nielsen SRP version)

Connecting with Social Brand Ambassadors – Nielsen Social.

CONNECTING WITH SOCIAL BRAND AMBASSADORS

When big moments happen on TV today, viewers are turning to phones, tablets and computers to share their reactions instantly through social media—and they are doing it a lot. In the first four months of 2014, 17 million people sent 361 million tweets about TV. But tweets about TV are only part of the social TV story. The other half is tweets about brands that advertise on TV. In the same four-month period, 17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social tracks.

In a recent study, we analyzed the overlap between these two populations—people who tweet about TV and people who tweet about brands—to understand the value of social TV audiences to brands. The study produced four powerful insights:

First, this population of social brand ambassadors—people who tweet about TV and tweet about brands—is large. The study found that in an average month, 64% of people who tweet about brands also tweet about TV. So if a brand is looking to engage people who are likely to share their brand message, connecting with social TV authors is a good place to start.

Second, the study found that people who tweet about both brands and TV account for an outsized portion of all tweets about brands. The 64% of people who tweeted about brands and TV sent 78% of all brand Tweets.

Social brand ambassadors — in an average month, @TwitterTV authors post 78% of brand Tweets #socialtv @nielsensocial

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Third, the study found that people who posted Tweets about TV and brands sent three times as many brand Tweets as those Twitter authors who only posted Tweets about brands.

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Finally, the study found that people who tweet about brands and TV have twice as many followers as those who only tweet about brands. In other words, those TV authors are twice as influential as brand authors that don’t tweet about TV. They amplify messages to twice as many followers with each brand Tweet sent.

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Not surprisingly given these findings, advertisers and agencies are taking note of social TV and are layering a social lens on TV ratings to sharpen media planning and buying decisions. They are also looking at social TV affinity to find the TV audiences that fit their brand or category. Finally, advertisers are using social TV measurement to understand campaign effectiveness—to find out in which programs, on which networks and with what creative campaigns perform the best socially.

At this year’s Nielsen Consumer 360, Deirdre Bannon, vice president, Product at Nielsen Social, joined a panel—including Roni Karassik, Sr., campaign research manager at Microsoft, Jed Meyer, global research director at Annalect, and Berj Kazanjian, senior vice president, Ad Sales Research at MTV—to talk about this powerful cross section of people who tweet about brands and TV: today’s socially active brand ambassadors.

 

What’s Empowering the New Digital Consumer?

What’s Empowering the New Digital Consumer?.

Technology has changed a lot in the last 30 years—even the last three! Today’s consumer is more connected than ever, thanks to the proliferation of digital devices and platforms. Content once available only via specific channels, such as print and broadcast television, can today be delivered to consumers through their multiple connected devices.

These changes are driving a media revolution and blurring traditional media definitions. In fact, Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices. In Nielsen’s Digital Consumer Report, we explore this transformation and examine how the everyday lives of consumers are now intertwined with the digital world.

At the heart of this shift is the proliferation of digital devices. A majority of U.S. households now own High-Definition Televisions (HDTVs), Internet-connected computers and smartphones, giving consumer more choices for how and when they access content. Two-thirds of Americans now use smartphones, allowing them to take media content wherever they want, and they also to use the devices throughout their purchase journey.

The swift adoption of mobile devices has been bought home as well, where second-screen activities have transformed the TV viewing experience. Eighty-four percent of smartphone and tablet owners say they use their devices as second-screens while watching TV at the same time. Consumers use second screens to deepen their engagement with what they’re watching, including activities such as looking up information about the characters and plot lines, or researching and purchasing products and services advertised. One of the more popular second-screen activities is using social TV: roughly one million Americans turn to Twitter to discuss TV on an average day.

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Social media continues to play an important role in the lives of U.S. consumers. The report found that two-thirds (64%) of social media users say they log on to social sites at least once a day via their computers, and half (47%) of smartphone owners visit social networks on their devices daily. Mobile devices are certainly driving the growth in social media, as social media app usage increased 37 percent in 2013 compared to lastyear.

Given the fast-moving evolution of digital media, it’s more important than ever to have a clear view of what consumers are doing today to understand the implications for the future. To learn more about how these trends in digital technology are propelling the new multiscreen, constantly connected lifestyles of consumers, download Nielsen’s 2014 Digital Consumer Report.

Nielsen Twitter TV ratings: 263 million in Q2 2013

Nielsen Twitter TV ratings: 263 million in Q2 2013

Nielsen has released its Twitter TV ratings, showing that there has been a 38 percent increase in tweets about TV in the US over the last year — from 190 million in Q2 2012 to 263 million in Q2 2013. The number of Twitter TV authors in the US has also risen 24 percent, from 15 million to 19 million in the same period.

At first glance, the data also shows that the Twitter audience for an average TV episode is 50 times larger than the number of authors who are tweeting.

This means that if 2,000 people [≈ population of Norfolk Island, nation] are tweeting about a TV show, 100,000 people [≈ population of Kiribati, nation] are seeing those tweets, Social Guide – part of NM Incite, a joint venture between Nielsen and McKinsey — explains.

Social Guide is also rolling out a Nielsen Twitter TV Ratings Weekly Top Ten list. The latest list as of October 6 shows that the TV show most talked-about on Twitter was Scandal. The previous week measuring tweets from September 23 – 29 showed that Breaking Bad occupied the top position.

As Twitter inches closer to its IPO, TV will be a huge part of what it does to appeal to advertisers and in turn, investors. In August, a new study from Nielsen concluded that tweets can cause a “significant increase” in viewership of broadcast TV programs 29 percent of the time.

You Are What You Watch: The Importance of Engaging TV Shows to Ad Success

You Are What You Watch: The Importance of Engaging TV Shows to Ad Success.

It’s been long understood that better ads yield better results, but two new studies by Nielsen prove that better programs have a significant impact on ad performance—and sales.

A recent study of more than 70,000 TV ads (and more than three million ad placements) found a strong relationship between the intensity of a viewer’s engagement with program content and their next-day ability to also remember the content of ads aired during the program. The study found that for every 2 percentage point improvement in a viewer’s program engagement—how well people remember what happened in a TV show they watched the prior evening—advertisers can (on average) expect a 1 percentage point improvement in sustained ad memorability.

Further connecting the dots between program engagement, ad performance and sales, a recent study of consumer packaged goods (CPG) ads from more than 25 different product categories found that the percentage of consumers with sustained/next day memory of an ad is a strong lead-indicator of the ad’s in-market sales impact, as measured by marketing mix modeling. Not surprisingly, when other factors are taken out of the equation, more memorable ads drive more incremental volume.

“For publishers, the clear connection of program engagement and ad memorability reinforces the idea that some content deserves a higher price tag. And, for advertisers and agencies, they should be thinking beyond creative execution to placement,” said Joe Stagaman, Executive Vice President, Ad Effectiveness Analytics, Nielsen. “Since sustained ad memorability is directly tied to sales results, the impact on return on investment is very real.”

The research on program engagement is consistent with Nielsen TV Brand Effect studies over the past 11 years. Program engagement is just one of many factors that affect an ad’s ability to break through the clutter and drive consumer reaction.

The study also found that:

  • Creative is still king: In most cases, very good ads will be memorable regardless of the show in which they appear. While the quality and engagement of a program can boost an ad’s performance, bad ads will still be trumped by the best ads—even if they run in the most engaging program.
  • Not all program engagement is equal: Because people watch TV differently during the day, the relationship between program engagement and ad memorability is different than it would be during primetime. Likewise, the relationship changes by genre, type of ad, and type of network. For example, NBC’s “Parenthood,” FOX’s “The Following,” CBS’ “Elementary,” ABC’s “Revenge” and The CW’s “Arrow” were all found to be highly engaging primetime dramas. Likewise, “Porque El Amor Manda” and “El Señor de los Cielos,” on Univision and Telemundo, respectively, were found to be among the most engaging telenovelas with Hispanic audiences ages 18-49.

Only through countless studies over the years—and across thousands of ads and millions of ad placements—has the correlation been proven and re-proven.

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Methodology [Program Engagement Study]

This analysis was done from 2009 to 2012 with 70,696 ads shown on 66,507 episodes of 6,777 English- and Spanish-language shows on 34 Nielsen TV Brand Effect-measured networks. Program engagement and ad recall was determined by surveying the Nielsen TV Brand Effect panel the day after they saw the program & ad. Then logistic models were created to isolate the effects of 16 ad, show and placement factors (such as ad quality, age of ad, time of day, or genre of show), along with program engagement itself and five cross effects between program engagement and other factors. We then removed the modeled influence of all the non-engagement factors from the ad recall to measure the linear program engagement effect. The graph above is made by randomly picking 3,000 high sample ad placements where the modeled non-engagement factors were removed from the ad content recall.

Program Engagement is defined as the percentage of viewers who can recall within 24 hours the network content they were exposed to during the normal course of viewing TV.

Methodology [Sales Impact Study]

This study, conducted from 2010-2013, includes 97 CPG creatives from over 25 different food/general merchandise/HBA categories. Nielsen conducted an analysis to determine the correlation between the Nielsen TV Brand Effect metric “breakthrough” (% of ad viewers who remember its content a day after viewing) and the marketing mix modeling metric “incremental volume for 100 GRPs.” Both metrics were Normalized (brand mean centered) to control for differing base sizes.

– See more at: http://nielsenwire.com/us/en/newswire/2013/you-are-what-you-watch–the-importance-of-engaging-tv-shows-to-a.html?sthash.UnAJxlOj.mDY1G3oM.mjjo#!