Marketing FAQs and Consumer Spending
Nielsen Global Consumer Survey 2011
The following statistics were obtained from Nielsen Research. which conducts several surveys each year on consumer confidence, major challenges and concerns, and consumer spending habits and intentions. Their surveys cover a global audience that typically incorporates more than 50 countries throughout the world.
By studying and comparing on-going heuristics and trends of Nielsen and other researchers, we use our insights to proactively manage and tactically advise our clients’ marketing programs.
UNITED STATES
- 31% of US consumers stated that they have no spare discretionary spending dollars.
- In Q2 of 2010, 35% of US consumers felt it was a good time to buy things they wanted/needed. This fell to 23% in Q2 of 2011.
- In in the past 12 months, US businesses increased their advertising spending by 5.9%.
EUROPE
- Job security is the biggest concern in Europe, along with peak increases in utility bills and inflation.
- Compared to last year (2010), more than 50% of Europeans are taken these actions to save on household expenses:
- 62% – Spending less on new clothes and accessories
- 57% – Switching to cheaper grocery brands
- 55% – Cutting down on out-of-home entertainment
- 53% – Trying to save on gas and electricity
- In Q2 of 2010, 32% of Europeans felt it was a good time to buy things they wanted or needed. This increased slightly to 34% in Q2 of 2011.
- Due to region-specific changes, the advertising spend of European countries have varied dramatically compared to 12 months ago. Greece has dropped their ad spend by 20.7%, while France has increased their ad spend by 11.6%.
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GLOBAL
- 58% of global online consumers believe they are still in a recession (and 51% of them believe this will not change over the next 12 months).
- Worldwide, there has been a slight increase (2%) in consumers who are putting spare cash into their savings (after coverying their essential living expenses).
- Traditional media advertising (TV, radio, newspapers and magazines) is continually growing in all regions, with the largest growth in TV (11.9%). Industry experts predict an increase in total ad spend rates between 5.8% and 6.4% in 2012.
- Radio, magazines and newspapers continue to lose some of their ad spend to television.
- Healthcare tops all industries for % share of ad spend (10.5%). For comparison, the next closest ad spend is the Cosmetics & Toiletries industry at 8.8% share of spend.
What is Location-based Marketing?
Delivering content or other multimedia to a user’s mobile device based on their physical proximity. As marketers apply GPS technology to their marketing strategies, they make it easier for people to find their stores. Example: a user in Milwaukee is using their phone to find a restaurant. By enabling the location-based feature on their device, GPS pinpoints their location and only the most relevant results appear (as long as they were smart enough to add GIS data to their code). Learn other benefits…
How are you staying abreast of your targeted consumer spending and intentions? Are you aware of the most current economic trends that will most likely impact your business? We can help keep you informed.
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