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.”
4 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
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.
5Copyright © 2016 The Nielsen Company
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
6 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
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
7Copyright © 2016 The Nielsen Company
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.
8 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
“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.
9Copyright © 2016 The Nielsen Company
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
Source:NielsenGlobalSurveyofConsumerConfidence&SpendingIntentions,Q42015
10 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
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.
Source:NielsenGlobalSurveyofConsumerConfidence&SpendingIntentions,Q42015
neWClothes
holidaYs/VaCations
neW teChnoloGY
hoMe iMProVeMents
out-of-hoMe entertainMent
saVinG
PaYinG deBts/Credit Cards
inVestinG
retireMent
11Copyright © 2016 The Nielsen Company
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.
12 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
STRATEGIES wE USE TO SAVE
aMonG those Who said theY haVe taken aCtions to saVe on household exPenses CoMPared to last Year
Source:NielsenGlobalSurveyofConsumerConfidence&SpendingIntentions,Q42015
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
13Copyright © 2016 The Nielsen Company
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.
14 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
Source:NielsenGlobalSurveyofConsumerConfidence&SpendingIntentions,Q42015
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%
15Copyright © 2016 The Nielsen Company
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
MaRkET INTERNET pENETRaTION
Egypt 55%
Morocco 61%
Pakistan 15%
SaudiArabia 66%
SouthAfrica 49%
UnitedArabEmirates
93%
MIDDLE EAST/AFRICA
Source:InternetWorldStats,Nov.30,2015
MaRkET INTERNET pENETRaTION
Canada 93%
U.S. 87%
NORTH AMERICA
SUB-SAHARAN AFRICA
EUROpE
MaRkET INTERNET pENETRaTION
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%
MaRkET INTERNET pENETRaTION
LATIN AMERICA
Argentina 80%
Brazil 58%
Chile 72%
Colombia 59%
Mexico 49%
Peru 53%
Venezuela 62%
*Basedonmobilehandsetsdividedbypopulation.Source:CIAWorldFactbook,2014
16 Quarter 4 2015 - GLOBaL COnsumer COnfidenCe repOrt
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.
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