consumer confidence€¦ · 4 quarter 4 2015 - global consumer confidence report global consumer...

1Copyright © 2016 The Nielsen Company

CONSUMER CONFIDENCEConCerns and spending intentions around the World

Quarter 4, 2015

2015 CONSUMER CONFIDENCE SERIES | 4TH EDITION

2 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt

• Europewastheonlyregiontoshowconsistentconfidence

improvementsthroughout2015acrossthreeindexindicators—jobs,

financesandspending.

• Morethanhalf(55%)ofrespondentsaroundtheworldbelievedthey

wereinrecessioninthefourthquarter.

• FearsaboutterrorismescalatedtonewhighsinNorthAmericaand

Europe.

• SavingandinvestingintentionlevelswerehighestinAsia-Pacific,

payingoffdebtintentionswerehighestinLatinAmerica,and

spendingintentionsonhomeimprovementprojectswerehighestin

NorthAmerica.

• Respondentslookingforwaystocutbackonspendinglistednew

clothesandout-of-homeentertainmentastopareastosave.

AROUND thE wORlD

2

GlObAl CONSUMER CONFIDENCE ENDED 2015 wIth AN INDEx SCORE OF 97—thE SAME lEvEl AS thE StARt OF thE yEAR

3Copyright © 2016 The Nielsen Company 3

Globalconsumerconfidenceended2015onasubduednoteasthe

indexdeclinedtwopointsfromthethirdquarterto97—thesamescore

asthestartoftheyear.Comparedtofirst-quarter2015,confidencein

thefourthquarterremainedflatinAsia-Pacificat107,whileEurope

edgedupfourpointsto81.Allotherregionsendedtheyearless

confidentthantheystarted,withtheNorthAmericaandMiddleEast/

Africaregionsdecliningsixpointseachto100and90,respectively,and

LatinAmericadecliningthreepointsto83.

Europewastheonlyregiontoshowconsistentconfidence

improvementsthroughouttheyearacrossallthreeindicators(job

prospects,personalfinancesandintentionstobuy),albeitatlow

levels.Inthefourthquarter,32%ofEuropeanrespondentsbelievedjob

prospectswouldbegood/excellentinthecomingyear,upfrom28%at

thestartoftheyear;41%believedpersonalfinanceswouldbegood/

excellent,upfrom39%;and35%indicatedthatnowisagoodtimeto

spend,upfrom32%.Twenty-twoof32Europeanmarketsincreasedin

confidencefromthefirsttothefourthquarterof2015,withthemost

notablejumpsinFrance(74)andtheCzechRepublic(97),rising14

pointseach.Italy(61)andPortugal(66),marketsthathavestruggled

morethansomeotherEuropeaneconomiesinrecentmonths,also

reportedsteadyincreases,endingtheyearupfourandsevenpoints

higherthanatthestartoftheyear,respectively.

InAsia-Pacific,confidence-indicatorlevelsremainedrelatively

consistentthroughouttheyear,withfourth-quarterjobprospectsat

61%,personalfinancesentimentat62%andimmediatespending

intentionsat47%.InNorthAmerica,levelsweremoremixed,but

generallypositive,astheyearendedwithjobprospectsat45%,

personalfinancebeliefsat60%andspendingintentionsat52%.

Conversely,confidenceindicatorlevelsweredownthroughouttheyear

inLatinAmericaandMiddleEast/Africa.

“Confidencelevelsthroughout2015reflectthevariedwaysthat

consumersfilteredeconomiceventswithintheirregionsandglobally,”

saidLouiseKeely,seniorvicepresident,Nielsen,andpresident,The

DemandInstitute.“Manyemergingmarkets—thoughnotall—arein

slowergrowthenvironments,andconfidencetrendsvaryaccordingly.

Europeanconsumersonthewholehaveremainedrelativelyresilient

despitecontinuedeconomicuncertainty.AndwhiletheU.S.isa

relativebrightspotintheglobaleconomy,consumersarestilltakinga

cautiouslyoptimisticattitudetotheirnear-termfutures.”


GLOBAL CONSUMER CONFIDENCE

61 Countries – 3-Month trendQ4-2015 nielsen ConsuMer ConfidenCe index*

1Thirdquarterof2015sawan18-pointincreaseintheU.S.CCIdespitemixedeconomicsignals.Thiswasfollowedbyareturntothenormofnear100inQ4.Whilethislevelofchangeversusthepriorquarterisunusual,itdoesoccurandistypicallydrivenbymultiplefactorssuchasbehavioralvariation,mediaactivityinfluences,andavarietyofotherfactors,inadditiontoexpectedsamplingvariability.Whenlargetrenddeviationssuchasthisdooccur,itisnotunusualtoseeasubsequentreversiontohistoricalnorms,aswasthecaseforthefourth-quarterU.S.consumerconfidenceindex.

Inthelatestonlinesurvey,conductedNov.2–25,2015,consumer

confidenceincreasedin26of61marketsmeasuredbyNielsen(43%of

measuredmarkets).India’sscoreof131wasthehighestlevel,withno

changefromthethirdquarter,andSouthKorea’swasthelowestat46,

aquarterlyriseoffourpoints.Amongtheworld’slargesteconomies,

China’sscorewas107,ariseofonepointfromthethirdquarter,

followedbytheU.K.(101,-2pts),theU.S.(100,-19pts1),Germany

(98,-2pts)andJapan(79,-1pt),whichallshowedquarter-on-quarter

confidencedeclines.

TheNielsenconsumerconfidenceindexmeasuresperceptionsoflocal

jobprospects,personalfinancesandimmediatespendingintentions.

Consumerconfidencelevelsaboveandbelowabaselineof100indicate

degreesofoptimismandpessimism,respectively.TheNielsenGlobal

SurveyofConsumerConfidenceandSpendingIntentions,established

in2005,measuresconsumerconfidence,majorconcernsandspending

intentionsamongmorethan30,000respondentswithInternetaccessin

61countries.

ABOUT THE GLOBAL SURVEY METHODOLOGY

Thefindingsinthissurveyarebasedonanonlinemethodologyin61countries.Whileanonlinesurveymethodologyallowsfortremendousscaleandglobalreach,itprovidesaperspectiveonlyonthehabitsofexistingInternetusers,nottotalpopulations.Indevelopingmarketswhereonlinepenetrationisstillgrowing,audiencesmaybeyoungerandmoreaffluentthanthegeneralpopulationofthatcountry.Threesub-SaharanAfricancountries(Kenya,NigeriaandGhana)utilizeamobilesurveymethodologyandarenotincludedintheglobalorMiddleEast/Africaaveragesdiscussedthroughoutthisreport.Inaddition,surveyresponsesarebasedonclaimedbehaviorratherthanactualmetereddata.Culturaldifferencesinreportingsentimentarelikelyfactorsinthemeasurementofeconomicoutlookacrosscountries.Thereportedresultsdonotattempttocontrolorcorrectforthesedifferences,therefore,cautionshouldbeexercisedwhencomparingacross

countriesandregions,particularlyacrossregionalboundaries.


GLOBAL CONSUMER CONFIDENCE

61 Countries – 3-Month trendQ4-2015 nielsen ConsuMer ConfidenCe index*

*SurveyisbasedonrespondentswithInternetaccess.Chinasurveyresultsreflectamixedmethodology.Indexlevelsaboveandbelow100indicatedegreesofoptimism/pessimism.

0-1

+3+1

+3+1

+1

-3

+2

-2

-19

0

+2

+6

+5

-2

+1

+2

+3

+1

-7

+4-3

-1+5

+3+9

+100-10 0-5

+2-1

-50

-6

-3

-2

-13

-3

+2

+8

0

-5

-3

-3

+3

0

-1

+2

-1

+4

-7

86 AU

STRIA 88 ARG

ENTIN

A 89

ESTON

IA 89

MEXICO

89 TURKEY

93 ISRAEL

VENEZUELA 61

93 SWITZERLAND

ITALY 61

94 COLOMBIA

FINLAND 61

HUNGARY 63

94 SINGAPORE

SLOVENIA 64

96 PERU

PORTUGAL

66

96 AUSTRALIA

CROATIA 67

97 CZECH REPUBLIC

TAIWAN 69

98 NETHERLANDS

SPAIN 72

98 GERMANY

BULGARIA 72

99 NEW ZEALAND

RUSSIA 74 99 IRELAND

FRANCE 74

99 CANADA

LATVIA 76

99 HONG KONG

BRAZIL 76

100 UNITED STATES

EGYPT 77

101 UNITED KINGDOM

POLAND 78

103 PAKISTAN

SLOVAKIA 78

106 SAUDI ARABIA

BELGIUM 78

107 CHINA

CHILE 79

108 UNITED ARAB EMIRATES

ROMANIA

79

108

VIETNAM

JAPA

N

79

110

DENM

ARK

MAL

AYSI

A

80

114

THAI

LAND

LITH

UAN

IA

81

115

INDO

NES

IA

NO

RWAY

8

2

117

PH

ILIP

PIN

ES

SOU

TH A

FRIC

A

82

MO

ROCC

O

8

5SW

EDEN

8

6

+3

SERBIA 61

0

131

IN

DIA

IND

EX

CO

UN

TRY

LESS

CONFID

ENT

MORE CONFIDENT

0

GREECE53

-3

UKRAINE

48

NORTH AMERICA LATIN AMERICA EUROPE AFRICA, MIDDLE EAST ASIA-PACIFIC

97 ( -2 change from Q3-2015 )

GLOBAL CONSUMER CONFIDENCE SURVEY – 61 Countries – 3-Month TrendQ4-2015 Nielsen Consumer Confidence Index*

Index levels above and below 100 indicate degrees of optimism/pessimism. **Morocco was a new market in Q3 2015.

-3

SOU

TH KO

REA

INDEXES ABOVE 100 INDICATE OPTIMISM

GLOBALAVERAGE

46

+1


RECESSIONARy SENtIMENt StIll GRIpS MORE thAN hAlF AROUND thE wORlDMorethanhalf(55%)ofrespondentsaroundtheworldbelievedthey

wereinrecessioninthefourthquarterof2015,whichincreasedslightly

fromthestartofthatyear(53%).Recessionarysentimentwasstrongest

andabove90%inVenezuela(96%),Ukraine(95%),Brazil(93%)and

SouthKorea(91%).Sentimentwaslowestandbelow40%inChina

(29%),CzechRepublic(33%),Denmark(34%),NewZealand(37%)and

Germany(38%).

RecessionarysentimentimprovedmostinLatvia(59%,-11pp),Estonia

(46%,-10pp),Italy(80%,-9pp)andtheU.S.(47%,-8pp)fromthethird

quarter.Conversely,fourth-quarterrecessionarysentimentworsened

mostinSweden(62%,+13pp),Singapore(40%,+10pp),UnitedArab

Emirates(53%,+10pp)andNorway(63%,+10pp).

IntheU.S.,thepercentagewhobelievedtheywereinrecessionfell

under50%forthefirsttimesince2008,whenNielsenbegantracking

recessionarysentiment.“TheU.S.economyisonasolidfooting,and

thepathtorecoveryisholdingsteady,”saidKeely.“Americanconsumers

haveexperiencedcontinuedjobcreationandlowergasprices,along

withsomewagegrowth.Soitisremarkablethat,whiletheshareof

consumerswhobelievetheU.S.economyisinrecessionhasfallen

steadily,itisstillashighasitis.This‘overestimation’onthepartof

consumersisaglobalphenomenonandreflectsthelargenumber

ofconsumerswhocontinuetofeeluncertainabouttheireconomies

overall.”

India’srecessionarysentiment,ontheotherhand,isnotablyhigh

(50%)giventheiroptimisticconfidenceindexscoreof131.“Indian

consumersareconfident,buttheyarenotwithouttheirworries,and

globalcompaniesneedtoservethemwiththesamedegreeofsmart

insightandsophisticationastheydoconsumersindevelopedmarkets,”

saidKeely.“Consumptionrepresentsnearly60%ofGDPinthecountry,

soconsumersareanimportanteconomicdriverforIndia.Asboththe

populationanditsspendingpowergrow,theIndianmarketopportunity

willbeincreasinglyimportanttoglobalcompanies.”

PerCent Who BelieVed theY Were in reCession in Q4 2015 and ChanGe froM Q3 2015

CHINA 29% +2

CzECH REpUBLIC 33% N/C

DENMARk 34% N/C

NEw zEALAND 37% -3

GERMANY 38% +4

LATVIA 59% -11

ESTONIA 46% -10

ITALY 80% -9

U.S. 47% -8

TURkEY 76% -8

VENEzUELA 96% -2

UkRAINE 95% -1

BRAzIL 93% +1

SOUTH kOREA 91% +2

CROATIA 90% -1

SwEDEN 62% +13

SINGApORE 40% +10

UAE 53% +10

NORwAY 63% +10

pERU 64% +9

LOwEST LEvELS

HIgHEST LEvELS

MOST IMpROvED

BIggEST INCREaSE

Source:NielsenGlobalSurveyofConsumerConfidence&SpendingIntentions,Q42015

reCessionary sentiment around the World


tERRORISM AND IMMIGRAtION CONCERNS hIt ClOSE tO hOME IN NORth AMERICA AND EUROpEFearsaboutterrorismescalatedtonewhighsinthefourthquarterof

2015inNorthAmerica(27%)andEurope(22%)andhavebecomea

biggerconcernthantheeconomyinbothregions.IntheU.S.,29%of

onlinerespondentssaidterrorismwastheirbiggestorsecond-biggest

concern,anincreaseof15percentagepointsfromthethirdquarter.In

Europe,concernlevelswerealsohighandgrewsignificantlyfromthe

thirdtothefourthquarterinIsrael(43%,+24pp),theU.K.(32%,+11pp)

andtheNetherlands(26%,+8pp).Levelswereveryhighorhighand

remainedrelativelystablequarter-on-quarterinTurkey(56%,-2pp),

France(25%,-1pp),CzechRepublic(24%,+1pp),Switzerland(23%,

+1pp)andGermany(23%,nochange).

ImmigrationconcernsalsoescalatedinNorthAmerica(29%),as

justunderone-thirdofAmericans(32%)saiditwastheirbiggestor

second-biggestworry,ariseof26percentagepointsfromthethird

quartermakingitthenumberoneconcerninthecountry.Immigration

anxietieswerealsonotablyhighincentralEuropeanandScandinavian

countries,withlevelshighestintheCzechRepublic(36%),Sweden

(28%),Germany(27%),AustriaandNorway(26%each),theU.K.and

Switzerland(22%each)andFinland(21%)—mostwithsignificant

quarter-on-quarterincreases.

Historically,concernsrelatedtotheeconomy,jobsandpriceshavebeen

top-of-mindforconsumersinmosteconomiesandovermostperiodsin

thesurvey.Thatterrorismandimmigrationshouldremainimportantor

increaseacrossseveralmajorconsumermarketsisanewphenomenon.


“Consumerconcernsaboutterrorismandimmigrationhaverisen

inrecentquartersinthosecountriesmostaffectedbyrecentrelated

events,”saidKeely.“Wecontinuetomonitortheeffectsthatthese

demographicandpoliticalissuesmayeventuallyhaveonconsumer

spending.Ingeneral,itisbigandunexpectedeventsthatarelikelytobe

themostdisruptiveforconsumers.”

TheeconomyremainedthetopconcerninLatinAmerica(34%)and

Asia-Pacific(29%),withlevelshighestgloballyinVenezuela(54%),

Thailand(51%),Malaysia(50%),Taiwan(44%),Indonesia(42%)and

Argentina(39%).

JobsecurityconcernswerehighestintheMiddleEast/Africa(29%),as

four-in-10respondentsintheUnitedArabEmirates(40%),one-in-three

inPakistan(33%)andalmostthree-in-10inEgypt(29%)saiditwastheir

biggestorsecond-biggestconcern.


BIGGEST CONCERNS AROUND THE wORLD

hiGhest leVels for BiGGest + seCond-BiGGest ConCerns

lAtIN AMERICA

ASIA-pACIFIC EUROpE

MIDDlE EASt/AFRICA

NORth AMERICA

TERRORISM AND IMMIGRATION CONCERNS ESCALATE IN THE U.S. AND IN EUROpEBIGGEST AND SECOND-BIGGEST CONCERN pERCENTAGE IN Q4 2015 AND CHANGE FROM Q3 2015

ECONOMy 29%wORk/LIFE BaLaNCE 27% HEaLTH 25%JOB SECURITy 23%paRENTS wELFaRE 16%

JOB SECURITy 29%ECONOMy 23%paRENT’S wELFaRE 17%wORk/LIFE BaLaNCE 15%HEaLTH 13%

TERRORISM 22%ECONOMy 20%JOB SECURITy 19%HEaLTH 17%INCREaSINg UTILITy BILLS 14%

IMMIgRaTION 29%TERRORISM 27%ECONOMy 18%pOLITICaL STaBILITy 12%HEaLTH 12%

ECONOMy 34%JOB SECURITy 24%CRIME 21%INCREaSINg UTILITy BILLS 17%HEaLTH 16%

TERRORISM CONCERN LEVELS IMMIGRATION CONCERN LEVELS

TURkEy 56% -2ISRaEL 43% +24U.k. 32% +11U.S. 29% +15NETHERLaNDS 26% +8aUSTRaLIa 25% +14FRaNCE 25% -1CzECH REpUBLIC 24% +1SwITzERLaND 23% +1gERMaNy 23% N/C

CzECH REpUBLIC 36% +5U.S. 32% +26SwEDEN 28% +10gERMaNy 27% +6NORway 26% +13aUSTRIa 26% +2SwITzERLaND 22% +3U.k. 22% N/CFINLaND 21% +8



23%24%

20%35%

27%

37%6%

9%10%

16%

16%6%7%

6%16%

61%36%

38%30%

45%

41%34%

25%25%

23%

44%32%

17%24%

35%

34%26%

18%30%

23%21%

15%19%

25%

34%

15%

15%

17%16%17%

HOw wE SpEND OUR SpARE CASH

LaTIN aMERICaaSIa-paCIFIC EUROpE MIDDLE EaST/aFRICa NORTH aMERICa

SAvING SpENDING

SpENDING StRAtEGIES AROUND thE wORlD Fourth-quartersavingandinvestingintentionlevelswerehighestin

Asia-Pacific(61%and37%,respectively),aswasspendingonnewclothes

(41%),newtechnology(34%),holidays/vacations(44%)andout-of-home

entertainment(34%).IntentionstopayoffdebtswerehighestinLatin

America(35%),andintentionstospendonhomeimprovementprojects

werehighestinNorthAmerica(25%).Planstosaveforretirementwere

highestinAsia-PacificandNorthAmericaat16%each.

Nearlyone-quarterofMiddleEast/Africarespondents(23%)saidtheyhad

nosparecashinthefourthquarter—thehighest-levelregionally,followed

by18%inEurope,17%inLatinAmerica,11%inNorthAmericaand5%in

Asia-Pacific.


neWClothes

holidaYs/VaCations

neW teChnoloGY

hoMe iMProVeMents

out-of-hoMe entertainMent

saVinG

PaYinG deBts/Credit Cards

inVestinG

retireMent


SAvING StRAtEGIES AROUND thE wORlD Amongrespondentslookingforwaystosave,spendinglessonnew

clotheswasthetopstrategyineveryregionexceptintheMiddleEast/

Africaregion,wherecuttingdownontake-awaymealsedgeditoutby

justonepercentagepoint.Reducingtake-awaymealswasalsooneofthe

topthreesavingsstrategiesinNorthAmerica.

Cuttingbackonout-of-homeentertainmentwasoneofthetopthree

savingsstrategiesineveryregion,withthehighestlevelreportedin

LatinAmerica(53%).

Savingongasandelectricitywasoneofthetopthreestrategiesin

Asia-PacificandLatinAmerica,whileinEurope,switchingtocheaper

grocerybrandswasatopapproach,exceedingtheglobalaverageby15

percentagepoints(49%).

Ofthevariouswaysconsumerscutback,LatinAmericanrespondents

showedthehighestspending-restraintlevelsforsevenof15saving

strategies.Savingongasandelectricitywasparticularlyhighinthe

region,exceedingtheglobalaverageby12percentagepoints(50%).

SavingstrategiesinEuropewerehighestforfiveactivities.


STRATEGIES wE USE TO SAVE

aMonG those Who said theY haVe taken aCtions to saVe on household exPenses CoMPared to last Year


aSIa-paCIFIC EUROpE LaTIN

aMERICaMIDDLE EaST/

aFRICaNORTH

aMERICa

SPENDLESSONNEWCLOTHES 49% 56% 50% 47% 46%

CUTDOWNONOUT-OF-HOMEENTERTAINMENT

45% 51% 53% 41% 31%

TRyTOSAVEONGASANDELECTRICITy 36% 43% 50% 36% 27%

CUTDOWNONTAKE-AWAyMEALS 33% 38% 36% 48% 43%

SWITCHTOCHEAPERGROCERyBRANDS 28% 49% 47% 26% 26%

DELAyUPGRADINGTECHNOLOGy 33% 36% 39% 33% 22%

CUTDOWNONHOLIDAyS/SHORTBREAKS 28% 40% 39% 29% 27%

CUTDOWNONTELEPHONEExPENSES 25% 28% 37% 30% 24%

DELAyTHEREPLACEMENTOFMAJORHOUSEHOLDITEMS

27% 31% 31% 23% 16%

CUTDOWNONAT-HOMEENTERTAINMENT 26% 25% 23% 23% 17%

CUTOUTANNUALVACATION 18% 31% 29% 18% 16%

USEMyCARLESSOFTEN 19% 25% 27% 18% 23%

CUT DOwN ON OR BUy CHEapER BRaNDS OF aLCOHOL 18% 21% 27% 6% 15%

LOOk FOR BETTER DEaLS ON HOME LOaNS, INSURaNCE, CREDIT CaRDS 16% 16% 19% 14% 26%

CUT DOwN ON SMOkINg 19% 16% 10% 11% 10%

Note:Highlightedfiguresrepresentthetopthreeactionsineachregion

Boldedfiguresrepresentthehighestregionalpercentageforeachaction


CONSUMER CONFIDENCE IN KENyA AND GhANA AND NIGERIAAttheendof2015,consumerconfidenceremainedrelativelystablein

Nigeria(127),Ghana(104)andKenya(103),comparedtothestartofthe

year.

Kenya,GhanaandNigeriawereaddedtoNielsen’smeasurementof

consumerconfidenceinthefirstquarterof2014usingamobilesurvey

methodology,whichdiffersfromtheonlinemethodologyusedtoreport

consumerconfidenceandspendingintentionsfortheother61countries

outlinedinthisreport.Assuch,thesethreesub-SaharanAfricanmarkets

arenotincludedintheglobalorMiddleEast/Africaaveragesdiscussed

throughoutthisreport.

Thefourth-quarteroutlookforjobswashighinNigeria,asnearly

three-quartersofrespondents(73%)believedprospectswouldbe

goodorexcellentinthenextyear.Jobsentimentwasnotablylowerin

Kenya(45%)andGhana(42%).Likewise,thesentimentaboutpersonal

financesandimmediatespendingintentionswerealsohighestin

Nigeria.Eighty-twopercentofNigerianrespondentsbelievedthestateof

theirpersonalfinanceswasgoodorexcellent,followedbyGhana(71%)

andKenya(58%),and50%ofNigerianrespondentssaidnowisagood

timetospend,followedbyGhana(40%)andKenya(34%).

ThemajorityofconsumersinGhana,KenyaandNigeriaarewithinthe

povertysector.Assuch,amajorityofrespondentssaidtheydidnot

havesparecash(67%inGhana,66%inKenyaand60%inNigeria).

Amongthosewhodidclaimdiscretionaryfunds,savingcontinuedto

beapriorityforthemajority:82%inKenya,79%inGhanaand78%

inNigeriaplantoputmoneyintosavingsaccounts.Discretionary

spendingintentionsforhomeimprovementprojectswerethesecond-

biggestpriorityamongrespondentsinallthreecountries.



gHaNa kENya NIgERIa

DISCRETIONARY SpENDING INTENTIONS IN SUB-SAHARAN AFRICA

sPendinG leVels are aMonG those Who said theY haVe sPare Cash

I HavE NO SpaRE CaSH SavINg

INvESTINg

NEw TECHNOLOgy

HOME IMpROvEMENTS

RETIREMENT FUND

HOLIDayS/vaCaTIONS

NEw CLOTHES

OUT-OF-HOME ENTERTaINMENT

payINg DEBTS/CREDIT CaRDS

67%66%60%

44%69%59%

34%38%51%

38%38%29%

29%22%27%

34%55%43%

25%33%33%

79%82%78%

73%81%71%

45%53%39%


MaRkET INTERNET pENETRaTION

Australia 93%

China 50%

HongKong 81%

India 30%

Indonesia 31%

Japan 91%

Malaysia 68%

NewZealand 94%

Philippines 43%

Singapore 82%

South Korea 92%

Taiwan 84%

Thailand 56%

Vietnam 50%

MaRkET MOBILE pENETRaTION*

Ghana 99%

Kenya 73%

Nigeria 76%

COUNTRIES IN THE STUDy

ASIA-pACIFIC


Egypt 55%

Morocco 61%

Pakistan 15%

SaudiArabia 66%

SouthAfrica 49%

UnitedArabEmirates

93%

MIDDLE EAST/AFRICA

Source:InternetWorldStats,Nov.30,2015


Canada 93%

U.S. 87%

NORTH AMERICA

SUB-SAHARAN AFRICA

EUROpE


Austria 83%

Belgium 85%

Bulgaria 57%

Croatia 75%

CzechRepublic 80%

Denmark 96%

Estonia 84%

Finland 94%

France 84%

Germany 88%

Greece 63%

Hungary 76%

Ireland 83%

Israel 75%

Italy 62%

Latvia 82%

Lithuania 82%

Netherlands 96%

Norway 96%

Poland 68%

Portugal 68%

Romania 56%

Russia 71%

Serbia 66%

Slovakia 83%

Slovenia 73%

Spain 77%

Sweden 95%

Switzerland 87%

Turkey 60%

U.K. 92%

Ukraine 43%


LATIN AMERICA

Argentina 80%

Brazil 58%

Chile 72%

Colombia 59%

Mexico 49%

Peru 53%

Venezuela 62%

*Basedonmobilehandsetsdividedbypopulation.Source:CIAWorldFactbook,2014


aBOUT THE NIELSEN gLOBaL SURvEy TheNielsenGlobalSurveyofConsumerConfidenceandSpendingIntentionswasconductedNov.2–25,2015,andpolledmorethan30,000onlineconsumersin61countriesthroughoutAsia-Pacific,Europe,LatinAmerica,theMiddleEast/AfricaandNorthAmerica.ThesampleincludesInternetuserswhoagreedtoparticipateinthissurveyandhasquotasbasedonageandsexforeachcountry.ItisweightedtoberepresentativeofInternetconsumersbycountry.Becausethesampleisbasedonthosewhoagreedtoparticipate,noestimatesoftheoreticalsamplingerrorcanbecalculated.However,aprobabilitysampleofequivalentsizewouldhaveamarginoferrorof±0.6%atthegloballevel.ThisNielsensurveyisbasedonlyonthebehaviorofrespondentswithonlineaccess.Internetpenetrationratesvarybycountry.Nielsenusesaminimumreportingstandardof60%Internetpenetrationoranonlinepopulationof10millionforsurveyinclusion.TheChinaConsumerConfidenceIndexiscompiledfromaseparatemixedmethodologysurveyamong3,500respondentsinChina.Thesub-SaharanAfricancountriesinthisstudyarecompiledfromaseparatemobilemethodologysurveyamong1,600respondentsinGhana,KenyaandNigeria.TheNielsenGlobalSurvey,whichincludestheGlobalConsumerConfidenceIndex,wasestablishedin2005.

aBOUT NIELSEN NielsenHoldingsplc(NySE:NLSN)isaglobalperformancemanagementcompanythatprovidesacomprehensiveunderstandingofwhatconsumerswatchandbuy.Nielsen’sWatchsegmentprovidesmediaandadvertisingclientswithTotalAudiencemeasurementservicesforalldevicesonwhichcontent-video,audioandtext-isconsumed.TheBuysegmentoffersconsumerpackagedgoodsmanufacturersandretailerstheindustry’sonlyglobalviewofretailperformancemeasurement.ByintegratinginformationfromitsWatchandBuysegmentsandotherdatasources,Nielsenalsoprovidesitsclientswithanalyticsthathelpimproveperformance.Nielsen,anS&P500company,hasoperationsinover100countries,coveringmorethan90%oftheworld’spopulation.

Formoreinformation,visitwww.nielsen.com.

Copyright©2016TheNielsenCompany.Allrightsreserved.NielsenandtheNielsenlogoaretrademarksorregisteredtrademarksofCZT/ACNTrademarks,L.L.C.Otherproductandservicenamesaretrademarksorregisteredtrademarksoftheirrespectivecompanies.16/9567

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