Nielsen Global Consumer Confidence Report - Q1 2011

Global Online Consumer Confidence, Concerns and Spending Intentions
A Nielsen Report May 2011
1st Quarter, 2011
Global recovery, despite its slow pace, is heading in the right direction
Asia Pacific and Middle East/Africa Regions Reach Highest Confidence Levels on Record North America Rises Two Index Points Southern and Eastern European Countries Dip to New Lows Increasing Food Prices Trump the Economy as Biggest Global Concern Rising Fuel/Utility Prices Impact Spending Intentions
y Quarterly Trend Q1 2011 GLOBAL AVERAGE
Global online consumer confidence rose two points in the in a recession for at least another year. Regional differences first quarter of this year to an index of 92 driven by record prevail, with 37 percent of Asia Pacific consumers saying they confidence gains in the Middle East/Africa following social are in a recession today compared with 82 percent of North and political unrest in the region and strong-performing Asia Americans and 68 percent of Europeans. Pacific economies, according to an online study released by The Nielsen Company (NYSE:NLSN). Asia Pacifics* Consumer Consumer Confidence Index Confidence Index jumped 10 points from last quarter to reach 107 the highest score on record and Middle East/Africa 5 Regions + Global surged 17 points to a new high of 106. Consumer confidence 110 107 levels above tilize spare cash after and below a baseline of 100 indicate degrees of What are the top 10 concerns over the next 6 months? essential living expensespessimism. 105 106 optimism and 102
consumer confidence, major concerns and spending intentions among more than 28,000 Internet consumers in 51 countries. 1) Increasing 49% 47% 13% 13% Food Prices In the latest round of the survey, conducted between March 23 and April 12, 2011, the number of global online consumers 11% 11% 2) The Economy saying they are in a recession has receded across all regions. Global recovery, despite its slow pace, is heading in the 33% 35% 8% 3) Work/Life right direction, said Dr. Venkatesh Balance Bala, Chief 9% Economist at The Cambridge Group, a part of The Nielsen Company. Still, 4) Increasing 8% 9% more than half (55%) of global online consumers say they are Fuel Prices currently in a recession, and of those, 51 percent expect to be 34% 34% 8% 8% 5) Health
31% 32% Global Average
Q1-2011 Nielsen Global Online Consumer Confidence SurveyBIGGEST BIGGEST 2nd tracks Q3-2010 The CONCERN CONCERN
100 95
6) Job 90 Security
101 93 89 88
BIGGEST 982nd BIGGEST 97 CONCERN96 CONCERN
100 97 90
8% 7%
90 83
92 90 85
7% 10%
85 75
89 83
7) Increasing Utility Bills 80

79 (electricity, gas, etc)
78
78
73
2011-Q1
70 8) Debt
2010-Q2
6% 5% 2010-Q3
AP 6% EU 5%
2010-Q4
9) Childrens Education Global Average
and/or Welfare
MEAP
LA
NA
Source: The Nielsen Company, Global Online Consumer Survey Q1 2011
10) Parents Welfare
Among those who say theyre in recession now, how many think theyll be out of the recession in 12 months?*
and Happiness
3%
4%
Among those who say theyre in recession now, how many think theyll be out of the recession in 12 months?* Q1-2011
Q4-2010 Q3-2010 Q1-2010
ns
28%
29%
No Dont Know
51% 29%
51% 30%
48% 30%
48% 28%
26%
26%
21%
21%
Yes
19%
19%
21%
24%
* % saying in a recession now: Q1 11 (55%), Q410 (57%), Q3 10 (56%), Q1 10 (58%)
cks/
Source: The Nielsen Company, Global now a Consumerbad time to buy things you want and need? Is Online good or Survey Q1 2011
21% 21% *Due to sampling restrictions caused by the March earthquake/tsunami, Japan was not included in the Q1 survey.
Q1-2011
Q4-2010 Q3-2010
Q1-2010
Bad 15% 14% Not So Good 11% 11% Good
18% 46% 30%
17% 48% 30%
17% 44% 32%
16% 46%
Copyright 2011 The Nielsen Company.
33%
Divergent Economies
Its been an action-packed start to the year marked by widespread social and political reforms in the Middle East, natural disasters and food inflation in Asia, skyrocketing fuel prices in North America and the searing reality of painful austerity measures in southern Europe, said Dr. Bala. In the last 18 months, we have seen a clear divergence in how regions and countries are emerging from the global recession and this trend has become even more pronounced in first quarter for better or worse. Seven out of the top ten optimistic countries hailed from Asia Pacific, while European markets dominated nine out of the top ten most pessimistic nations. India remained the most optimistic country in first quarter with a Consumer Confidence Index (CCI) of 131 followed by Saudi Arabia and Indonesia. Top 10 Most Optimistic 1. India (131) 2. Saudi Arabia (118) 3. Indonesia (116) 4. Australia (110) 5. Philippines (110) 6. Switzerland (110) 7. Singapore (109) 8. United Arab Emirates (109) 9. China (108) 10. Hong Kong (107) Top 10 Most Pessimistic 1. Portugal (39) 2. Hungary (41) 3. Greece (45) 4. Romania (46) 5. Croatia (47) 6. South Korea (51) 7. Italy (57) 8. Latvia (57) 9. Ukraine (60) 10. France (61)
Q1 2011 Nielsen Global Online Consumer Confidence Index
Global Online Consumer Confidence Survey 51 Countries 3-Month Trend Q1 2011 Nielsen Consumer Confidence Index -22
NORWAY
51 Countries 3-Month Trend
-5 VIETNAM
+3 CANADA
98
102
+29 EGYPT -2 MALAYSIA -5
102
97
-9 BELGIUM
87
+4 SOUTH AFRICA
88
105
+1 AUSTRIA
+2 UNITED STATES
97
83
-4 FRANCE
-4 IRELAND
61
61
ARGENTINA -9 SPAIN -3 GREECE -8 ROMANIA +2 +6 LITHUANIA
88
+4 THAILAND -7
106
0 INDIA
+1 +2 ISRAEL -6 MEXICO -1 TURKEY
131
83
-16 UKRAINE
60
PORTUGAL
39
-6
-18
HUNGARY
61
41
96
+ or - Change
45
63
COLOMBIA
91
from Q4 2010
80
LATVIA -14 +1 FINLAND ITALY
57
92
GLOBAL AVERAGE
+2
+8 -10 POLAND -10 UNITED KINGDOM -12 SWEDEN HONG KONG
46
107
66
91
+11 SAUDI ARABIA
-3 DENMARK
118
95
57
-7
51
SOUTH KOREA
CROATIA
47
80
67
-7 CZECH REPUBLIC
75
-1 ESTONIA
+5 TAIWAN
+8 CHINA
-13 0 INDONESIA BRAZIL -4
69
91
108
95
116
+9
NEW ZEALAND -2 AUSTRALIA -10 PHILIPPINES
95
0 NETHERLANDS
94
GERMANY
92
+12 UNITED ARAB EMIRATES
109
110
110
0 SWITZERLAND
SINGAPORE
109
110
Asia Pacific is Most Optimistic Region

Confidence in Asia was boosted by continuing high employment, which is energizing consumers to spend again. Sixty-six percent of Asia Pacific online consumers described their job prospects for the next year as good/excellent, up 11 percentage points from last quarter. The recession is over for 63 percent of Asia Pacific online consumers and they are gearing up for a spending spree. However, lingering concerns over rising food prices may prompt many to seek value in their daily necessities, said Cheong-Tai Leung, President Nielsen Asia Pacific, Middle East & Africa. Latest Nielsen data reports that nearly half (48%) of Asia Pacific consumers will spend discretionary funds on holidays in the next six months, as well as clothing (44%), entertainment (41%) and new technology (38%). In China, the worlds second largest economy, confidence rose eight points to an index of 108. The good news is that income is rising faster than inflation, particularly in rural areas, and living standards continue to improve, said Karthik Rao, Managing Director, Nielsen Greater China. As a result, we continue to see strong growth in marketplace demand, even in discretionary categories. Hong Kong also witnessed an eight point consumer confidence boost to a score of 110. Optimism is driven by good employment prospects and the close ties Hong Kong enjoys with China, said Oliver Rust, Managing Director, Nielsen Hong Kong. The economy also got a boost from tourism, with more than 27 million tourists a year coming to Hong Kong from Mainland China. Declining property values, stock market inflation and rising U.S. interest rates, however, will have an impact on the future outlook. Thailand surged ahead four points to 106 and Taiwan increased five points to a record high index of 91. In Thailand, the recovery in consumer confidence was boosted by the governments recent policy to maintain the diesel price below Baht 30 per liter, strong export growth since the beginning of the year and the rise in the stock exchange index in Q1 2011, said Aaron Cross, Managing Director, Nielsen Thailand. According to the Nielsen Retail Index, significant price competition exists between leading fast-moving consumer goods retailers, which is delivering overall better value to consumers on everyday food, beverage and household product categories. South Korea, with an index score of 51 is the only outlier in the region, with the sixth lowest consumer confidence score of 51 countries measured. Since 2010, the consumer inflation rate has been steadily rising due to unusually cold weather and an outbreak of foot-and-mouth disease among dairy, beef and pig farms, said Cindy Eun-Hee Shin, Managing Director, Nielsen South Korea. Although the unemployment rate has been slightly decreased by job creation in the private sector, overall consumer sentiment has continued to weaken due to the sluggish housing marketing, rising interest rates and high oil prices. The Japan earthquake/tsunami impacted the New Zealand economy, where confidence scores dipped four points to 99. Vietnam also declined by five points to 98 driven by electricity prices, which shot up to over 15 percent along with petrol prices increasing over 18 percent as well.
Global Online Consumer Confidence Survey

Asia Pacific Consumer Confidence Survey Quarterly Trend Q1 2011 ASIA PACIFIC Global Online Q1-2011
Compared to last year, which actions have you taken in order to save on household expenses?
ACTIONS WILL YOU CONTINUE NEXT YEAR? THIS YEAR
How to utilize spare cash after covering essential living expenses

Q1-2011 Q3-2010
3
1)
What are the top 10 concerns over the next 6 months?

BIGGEST CONCERN
2nd BIGGEST CONCERN
BIGGEST 2nd BIGGEST CONCERN CONCERN
Use My Car Less Often Cut Down on At-home Entertainment Cut Down on Out-of-Home Entertainment Cut Down on Take-Away Meals Cut Down on Smoking Spend Less on New Clothes Switch to Cheaper Grocery Brands Cut Down on Telephone Expenses Try to Save on Gas and Electricity Cut Down on Holidays/Short Breaks Cut Out Annual Vacation Cut Down/Buy Cheaper Brands of Alcohol Look for Better Deals on Loans, Credit Cards, etc Delay Replacement of Major Household Items Delay Upgrading Technology, e.g. Pc, Mobile, Etc I Have Taken Other Actions Not Listed Above
23% 28% 49% 37% 16% 54% 37% 32% 44% 32% 15% 20%
14% 10% 22% 18% 11% 23% 17% 17% 30% 11% 6% 10% 13%
Putting into Savings Holidays/ Vacations
62%
63%
Increasing Food Prices 20% 12% 10% 8% 7%
16% 11% 10% 8% 10%
6) 7) 8)
Increasing Fuel Prices Job Security Childrens Education and/or Welfare Global Warming and Happiness
7% 7% 6% 4% 3%
8% 7% 5% 4% 6%
2) Work/Life Balance
48%
41%
3) The Economy 4) Health
9)
New Clothes
44%
40%
5) Increasing Utility Bills
(electricity, gas, etc)
10) Parents Welfare
Out-of-Home Entertainment Pay off Debts/ Cred. Cards/ Loans New Technology Products Home Improvement/ Decorating Investing in Stocks/ Mutual Funds I Have No Spare Cash
41%
39%
4
No
Q4-2010 Q3-2010 Q1-2010
28%
27%
41% 31%
47% 30%
42% 31%
46% 27%
38%
34%
Dont Know
21%
21%
Yes
28%
23%
27%
27%
39%
37%
5
Bad
Is now a good or bad time to buy things you want and need? Q1-2011
Q4-2010 Q3-2010 Q1-2010
11% 46% 36%
15% 49% 30%
14% 44% 35%
12% 46%
4%
5% Not So Good
33% 44% 7%
13% 18% 4%
Retirement Fund
14%
14%
Good
34%
Dont Know/ Undecided
2%
2%
Excellent
3%
4%
3%
3%
Middle East / Africa Reports Biggest Rise in Consumer Confidence

In the Middle East/North Africa, Egyptians overwhelming elation of a new nation led to a 29 point surge to a score of 102 for the country the highest confidence increase among all markets tracked in first quarter. The joy of gaining civil and political freedom and experiencing the first truly free voting has raised consumers expectations and hopes for faster economic growth, said Khaled El Tohami, Managing Director, Nielsen Egypt. Egypts new-found confidence spread to neighboring Saudi Arabia and United Arab Emirates countries, which both enjoyed double-digit increases compared to the previous quarter. Saudi Arabia increased 11 points from the previous quarter to an index of 118 the second highest index recorded of 51 countries tracked and United Arab Emirates rose 12 points to a score of 109. Three out of four online respondents in Saudi Arabia rated their job prospects and personal finances in the next 12 months as good/excellent. Job prospects and personal finances in UAE are also strong among 63 percent of Internet consumers. One of the biggest concerns among residents in both countries as well as in the region is political stability. South Africa, while increasing four index points from three months ago, reports the lowest consumer confidence in the region with a score of 88. Sixty-one percent of South Africans report job prospects over the next 12 months as not good/ bad and 70 percent do not think it is a good time to buy the things they want and need at the moment.

Middle East, Africa, Pakistan Q1-2011
Global Online Consumer Confidence Survey Quarterly Trend Q1 2011 MIDDLE EAST, AFRICA, PAKISTAN*

Q1-2011 Q3-2010
3
1)

BIGGEST 2nd BIGGEST CONCERN CONCERN BIGGEST 2nd BIGGEST CONCERN CONCERN
15% 29% 51% 56% 15% 50% 35% 48% 39% 32% 22% 5% 15% 28% 38% 13%
7% 8% 15% 34% 12% 16% 16% 27% 30% 9% 6% 2% 9% 7% 14% 8%
41%
40%
Political Stability
18% 10% 10% 6% 6%
13% 11% 9% 11% 7%
6) Increasing Utility Bills
6% 6% 4% 5% 5%
6% 4% 7% 5% 4%
2) Increasing Food Prices
7) War 8) Crime 9) Work/Life Balance 10) Childrens Education
18%
21%
3) Job Security 4) The Economy
New Clothes
28%
28%
5) Debt
and/or Welfare
25%
21%
4
No
Among those who say theyre in recession now, how many think theyll be out of the recession in 12 months?** Q1-2011
Q4-2010 Q3-2010 Q1-2010
26%
21%
20% 30%
39% 34%
45% 32%
38% 35%
20%
26%
Dont Know
21%
23%
Yes
50%
27%
23%
27%
** % saying in a recession now: Q1 11 (65%), Q410 (69%), Q3 10 (72%), Q1 10 (71%)
10%
13%
5
Bad
Q4-2010 Q3-2010 Q1-2010
13% 44% 35%
21% 42% 27%
14% 42% 34%
16% 41% 32%
21%
17% Not So Good
Retirement Fund
5%
7%
Good
2%
3%
Excellent
5%
7%
6%
8%
* Pakistan was not included in Q1 2011 and Q4 2010 due to insufficient sample.
Southern & Eastern Europe Dip to New Lows

Consumer confidence levels in Europe continued to decline in 18 out of 28 countries measured for a regional consumer confidence drop of five points from last quarter to a score of 73. Eleven posted record lows: Portugal (39), Hungary (41), Greece (45), Romania (46), Italy (57), Ukraine (60), Ireland (61), Spain (61), Poland (66), Russia (74) and Norway (97). In Italy, the consumer confidence index declined 14 points from last quarter due to a pessimistic view of job prospects and personal finances, said Roberto Pedretti, Managing Director, Nielsen Italy. According to the latest data released by Istat (National Institute of Statistics, Italy), the unemployment rate among young people is now 29.4 percent the highest rate since 2004. Furthermore, inflation reached a record high of 2.4 percent in March compared to year ago results for consumer packaged goods and a three percent rise for just food products alone. In contrast, Germany, Europes largest economy, surged ahead 18 points within one year to record its highest consumer confidence level on record at 92 index points, driven by declining unemployment rates and good job prospects. Neighboring Austria also posted its highest consumer confidence reading on record at 97 index points (+1), while Switzerland remained Europes most optimistic country at 110 index points (unchanged from previous quarter).

Europe Q1-2011
Global Online Consumer Confidence Survey Quarterly Trend Q1 2011 EUROPE

Q1-2011 Q3-2010
3
1)

BIGGEST CONCERN
2nd BIGGEST CONCERN
36% 26% 57% 40% 17% 62% 57% 39% 56% 39% 29%
21% 10% 21% 21% 13% 25% 29% 23% 44% 11% 9% 11%
34%
36%
Increasing Utility Bills (electricity, gas, etc)
11% 10% 10% 9% 8%
13% 9% 6% 8% 5%
6) Increasing FoodPrices 7)
7% 6% 6% 6% 3%
11% 8% 6% 5% 4%
2) The Economy
Increasing Fuel Prices and/or Welfare
30%
32%
3) Job Security 4) Health
8) Childrens Education 9) Work/Life Balance 10) War
New Clothes
31%
35%
5) Debt
25%
29%
4
No
Q4-2010 Q3-2010 Q1-2010
23%
27%
58% 29%
56% 30%
54% 29%
51% 27%
18%
21%
Dont Know
24%
27%
Yes
13%
14%
17%
23%
5%
7%
5
Bad
Q4-2010 Q3-2010 Q1-2010
25% 46% 24%
21% 48% 27%
21% 45% 29%
20% 47% 29%
17% 35% 37% 11%
12% 11% 13% 6%
21%
19% Not So Good
Retirement Fund
9%
10%
Good
3%
3%
Excellent
2%
2%
2%
2%
North America Rises Two Index Points

North America rose two index points to a consumer confidence score of 85 driven by increases in both the United States and Canada. In the U.S., an improving labor market drove a two point rise in consumer confidence, but the resulting score of 83 is still precariously close to the recession low of 80 recorded in 2009, said James Russo, Vice President, Global Consumer Insights at The Nielsen Company. Concerns over rising fuel prices rose to 18 percent this quarter up from only four percent three months ago. These results support Nielsen sales trends, which declined 0.5 percent in the first quarter. Spending, however, is moderately increasing especially at the more affluent levels as households earning more than $100K continue to increase shopping trips. Planning of shopping trips is very evident as 60 percent of U.S. shoppers are using shopping lists on most trips, 52 percent are comparing unit prices, 47 percent are using store circulars and 41 percent are using coupons, continued Todd Hale, SVP Consumer & Shopper Insights, Nielsen U.S. In Canada, consumer confidence bounces back to a score of 102 in first quarter to levels reported in the first half of 2010 after a modest decline the second half of last year. Fueling the increase in confidence are two factors: Canadians are feeling more optimistic about job prospects/personal finances and the strength of the Canadian dollar, which has sheltered consumers from the impact of rising global food prices, said Carman Allison, Director, Shopper & Industry Insights, Nielsen Canada. Unemployment levels have remained solid at 7.7 percent and most jobs lost during the peak of the recession in 2009 have been regained. Retail sales (across all sectors) increased five percent after a three percent decline in 2009.

North America Q1-2011
Global Online Consumer Confidence Survey Quarterly Trend Q1 2011 NORTH AMERICA

Q1-2011 Q3-2010
3
1)

49% 26% 63% 57% 12% 60% 56% 27% 64% 31% 31% 13% 19% 30% 32% 15%
27% 13% 27% 37% 10% 29% 33% 17% 52% 14% 11% 7% 14% 12% 12% 7%
37%
36%
The Economy
19% 18% 10% 7% 7%
18% 16% 8% 11% 6%
6) Health 7) Increasing Utility Bills
6% 5% 4% 3% 3%
4% 7% 5% 4% 4%
2) Increasing Fuel Prices
20%
20%
3) Debt 4) Increasing Food Prices
8) Work/Life Balance 9) War 10) Childrens Education
New Clothes
16%
17%
5) Job Security
and/or Welfare
17%
16%
4
No
Q4-2010 Q3-2010 Q1-2010
32%
34%
59% 26%
54% 27%
51% 30%
48% 29%
11%
12%
Dont Know
19%
14%
Yes
14%
19%
19%
23%
8%
6%
5
Bad
Q4-2010 Q3-2010 Q1-2010
18% 47% 27%
18% 46% 30%
21% 41% 28%
19% 43% 30%
28%
27% Not So Good
Retirement Fund
12%
9%
Good
4%
6%
Excellent
4%
3%
4%
5%
Latin American Confidence Declines, but Sales Trends are Up

Latin America declined 10 points to an index of 90, driven largely by Brazils 13 point index drop amid rising inflation and interest rates and a new political scenario. The current results put Brazil back to levels recorded in early 2009 when the world felt the effects of the global crisis more strongly, said Eduardo Ragasol, General Manager, Nielsen Latin America. While sales have slowed since the previous period, they are still growing at a rate of 2.3 percent. Across the region, consumer confidence scores dropped in Colombia, Mexico and Argentina. In Colombia, consumer confidence declined seven points from three months ago to a score of 91, Argentina dipped five points to 88 and Mexico decreased six points to a score of 80. In relative terms, Latin Americas regional consumer confidence score of 90 continues to outpace both North America and Europe. The decline is largely driven by a negative perception of local job prospects over the next 12 months as well as prices increased for petroleum products, goods and services. Major concerns over crime also increased four percentage points to 15 percent, which is now the number one concern for the region. Retail sales trends across the region, however, continue to grow, but at a slow pace. In Mexico, sales are up 6.8 percent in first quarter. Consumers are more careful about their purchases, but they continue to buy essential products that are part of their day-to-day, said Germn Gutirrez, Country Manager, Nielsen Mexico. Nonetheless, consumers are very concerned about security, which creates uncertainty and a feeling of unrest to their immediate present and near future.

Latin America Q1-2011
Global Online Consumer Confidence Survey Quarterly Trend Q1 2011 LATIN AMERICA

Q1-2011 Q3-2010
3
1)

27% 15% 57% 53% 11% 48% 49% 49% 47% 36% 25% 23% 22% 32% 42% 20%
17% 4% 15% 27% 9% 18% 29% 34% 36% 10% 6% 13% 17% 8% 12% 13%
35%
39%
Crime
15% 13% 11% 9% 8%
10% 9% 7% 9% 10%
6) Childrens Education
and/or Welfare The Economy
8% 8% 7% 4% 3%
9% 8% 10% 7% 4%
2) Job Security
7)
22%
26%
3) Work/Life Balance 4) Debt
8) Health 9) Increasing Utility Bills
New Clothes
28%
36%
5) Increasing Food Prices
9) Increasing Fuel Prices
31%
36%
4
No
Q4-2010 Q3-2010 Q1-2010
33%
36%
41% 35%
50% 35%
43% 33%
46% 31%
24%
28%
Dont Know
20%
19%
Yes
24%
15%
23%
23%
7%
9%
5
Bad
Q4-2010 Q3-2010 Q1-2010
24% 48% 25%
16% 46% 34%
16% 49% 32%
14% 46% 36%
19%
16% Not So Good
Retirement Fund
3%
5%
Good
2%
1%
Excellent
2%
4%
3%
3%
Increasing Food / Fuel Prices Take a Toll
Replacing the economy as the number one concern among global online consumers, the rise in food Quarterly Trend Global Average Q1-2011 lobal Online Consumer Confidence Surveyprices is now what Q1 2011 GLOBAL AVERAGE worries consumers most, increasing four percentage points Compared from year, which actions have you to last last quarter to 13 percent. The economy, the second How utilize spare cash after taken in order to save on household expenses? covering 2pointstotoessential living expenses 3 What are the top 10 concerns over the next 6 months? biggest concern, dropped seven 11 percent in Q3-2010 first ACTIONS WILL YOU CONTINUE Q1-2011 BIGGEST 2nd BIGGEST THIS prices also increased significantly as a major CONCERN CONCERN quarter. Fuel YEAR NEXT YEAR? concern for consumers, escalating six percentage points to Putting into 1) Increasing 6) Job Security My Car 49% 47% 13% 13% 32% 19% Food Prices Savings s Often eight percent compared to three months ago. Rising utility 7) Increasing Utility Bills bills 11% 11% 2) The Economy Down on At-home remained a top concern among seven percent of online (electricity, gas, etc) 10% 26% ertainment respondents. Holidays/
3) Work/Life Balance 4) Increasing
8% 7% 6% 6% 3%
7% 10% 5% 5% 4%
around the world as more and more households are spending a New Clothes 34% 34% 23% 44% higher proportion of their limited income on these necessities, said Dr. Bala. As spare cash continues to dwindle, consumers Down on Smoking taking actions to save on household expenses by spending 15% 11% are Out-of-Home 32% 31% Entertainment less on non-essential items and activities. More than half of nd Less on 24% they will spend less on new clothes, 57% respondents indicate that w Clothes out-of-home entertainment andPay off Debts/ gas/electricity. Forty-seven 29% 28% tch to Cheaper Cred. Cards/ Loans 47% percent of consumers24% to switch to cheaper grocery brands plan cery Brands and 44 percent will cut down on take-away meals. Down on
35% 20%
33% 35% Vacations Down on Out-of-Home fuel 55% food prices are taking a toll on consumers Rising and 22% ertainment
9% 8%
8%
8) Debt
Down on e-Away Meals
Fuel Prices
9% 8%
and/or Welfare
5) Health
8%
10) Parents Welfare
and Happiness
Among Nielsen Company, Global Online Consumer Survey Q1 2011 Source: The those who say theyre in recession now, how many think theyll be out of the recession in 12 months?* Q1-2011
Q4-2010 Q3-2010 Q1-2010
No Dont Know
51% 29%
51% 30%
48% 30%
48% 28%
ephone Expenses
Home 21% 19% 19% Yes 21% 21% Improvement/ Global Average Q1-2011 Down on 34% Consumer Confidence Survey Quarterly Trend Q1 2011 GLOBAL AVERAGE 12% Global Online Decorating * % saying in a recession now: Q1 11 (55%), Q410 (57%), Q3 10 (56%), Q1 10 (58%) idays/Short Breaks
to Save on Gas Electricity
Global Online Consumer Confidence Survey 38% 51%

24%
New Technology Products
26%
26%
Out Annual Vacation
Compared to last year, which actions have you How to utilize spare cash after taken in order to save on household expenses? Investing incovering essential living expenses 23% Stocks/ 8%
Mutual Funds
Savings I Have No Spare Cash
21%
Q1-2011
Q3-2010
21%
3
1)
Is now a good or bad time next 6 things What are the top 10 concerns over theto buymonths? you want and need?
BIGGEST Q1-2011 2nd BIGGEST CONCERN CONCERN
Down/Buy Cheaper nds of Alcohol Use My Car

Less Often
Q4-2010
6) Job Security 17% 7) Increasing Utility Bills
BIGGEST Q3-2010 2nd BIGGEST CONCERN CONCERN
Q1-2010
19%
32%
10%
19% 10% 22% 23% 11% 24% 24% 20% 38% 12% 8% 10% 13% 11% 15% 6%
Putting into
47%
49%
k for Better Deals Cut Down on At-home 20% Loans, Credit Cards, etc Entertainment
13% 26%
55% 11% 44% 15% 57% 47% 35% 51% 34% 23% 19% 20% 33% 40% 11%
15%
35%
14%
33%
Increasing Bad Food Prices
13% 11% 9% 8% 8%
18% 13%
11%
8% 7% 6% 6% 3%
7% 17% 10%
16% 46% 33%
2) The Economy
Cut ay Replacement of Down on Out-of-Home Entertainment 33% or Household Items
Holidays/ Vacations
3) Work/Life Balance 4) Increasing
Not So Good
46%
8% 9% 8%
8) Debt
48%
44% 32%
5%
Retirement Fund
New Clothes
11%
34%
11%
34%
Cut Down on Take-Away ay Upgrading Technology, Meals
Fuel Prices Good
30%
and/or30% Welfare
5% 4%
Pc, Mobile, Etc
40% 11%
15% 6%
ave Taken Other Spend ions Not Listed Above Less on

New Clothes
Cut Down on Smoking
Dont Know/ Out-of-Home Undecided
5) Health
10) Parents Welfare
2%
Entertainment
31%
32%
3%
and Happiness
4
No
Among those who say theyre in recession now, how many think theyll be 3% 3% 3% Excellent out of the recession in 12 months?* Q1-2011
Q4-2010 Q3-2010 Q1-2010
3%
Switch to Cheaper Grocery Brands Cut Down on Telephone Expenses Try to Save on Gas and Electricity Cut Down on Holidays/Short Breaks Cut Out Annual Vacation Cut Down/Buy Cheaper Brands of Alcohol Look for Better Deals on Loans, Credit Cards, etc Delay Replacement of Major Household Items Delay Upgrading Technology, e.g. Pc, Mobile, Etc I Have Taken Other Actions Not Listed Above
Pay off Debts/ Cred. Cards/ Loans New Technology Products Home Improvement/ Decorating Investing in Stocks/ Mutual Funds I Have No Spare Cash
28%
29%
51% 29%
51% 30%
48% 30%
48% 28%
26%
26%
Dont Know
21%
21%
Yes
19%
19%
21%
24%
21%
21%
5
Bad
Q4-2010 Q3-2010 Q1-2010
18% 46% 30%
17% 48% 30%
17% 44% 32%
16% 46% 33%
15%
14% Not So Good
Retirement Fund
11%
11%
Good
2%
3%
Excellent
3%
3%
3%
3%
Country Abbreviations:
Argentina Australia Austria Belgium Brazil Canada China Colombia Croatia Czech Republic Denmark Egypt Estonia Finland France Germany Great Britain Greece Hong Kong Hungary AR AU AT BE BR CA CN CO HR CZ DK EG EE FI FR DE GB GR HK HU India Indonesia Ireland Israel Italy Latvia Lithuania Malaysia Mexico Netherlands New Zealand Norway Philippines Poland Portugal Romania Russia Saudi Arabia Singapore South Africa IN ID IE IL IT LV LT MY MX NL NZ NO PH PL PT RO RU SA SG ZA South Korea KO Spain Sweden Switzerland Taiwan Thailand Turkey United Arab Emirates Ukraine United States Vietnam ES SE CH TW TH TR AE UA US VN
Region Abbreviations:
AP EU LA MEA NA Asia Pacific Europe Latin America Middle East, Africa North America
About the Nielsen Global Online Survey

The Nielsen Global Online Survey was conducted between March 23 and April 12, 2011 and polled more than 28,000 consumers in 51 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 their Internet users, and is weighted to be representative of Internet consumers and has a maximum margin of error of 0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion.
About the Nielsen Company

The Nielsen Company (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information on The Nielsen Company, visit www.nielsen.com.
For more information visit www.nielsen.com
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Nielsen Global Consumer Confidence Report - Q1 2011

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Nielsen Global Consumer Confidence Report - Q1 2011

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Global Online Consumer Confidence, Concerns and Spending Intentions

A Nielsen Report May 2011

1st Quarter, 2011

y Quarterly Trend Q1 2011 GLOBAL AVERAGE

BIGGEST 982nd BIGGEST 97 CONCERN96 CONCERN

7) Increasing Utility Bills 80

9) Childrens Education Global Average

Source: The Nielsen Company, Global Online Consumer Survey Q1 2011

10) Parents Welfare

* % saying in a recession now: Q1 11 (55%), Q410 (57%), Q3 10 (56%), Q1 10 (58%)

Bad 15% 14% Not So Good 11% 11% Good

18% 46% 30%

17% 48% 30%

17% 44% 32%

Q1 2011 Nielsen Global Online Consumer Confidence Index

51 Countries 3-Month Trend

+29 EGYPT -2 MALAYSIA -5

ARGENTINA -9 SPAIN -3 GREECE -8 ROMANIA +2 +6 LITHUANIA

+1 +2 ISRAEL -6 MEXICO -1 TURKEY

LATVIA -14 +1 FINLAND ITALY

+8 -10 POLAND -10 UNITED KINGDOM -12 SWEDEN HONG KONG

+11 SAUDI ARABIA

-13 0 INDONESIA BRAZIL -4

NEW ZEALAND -2 AUSTRALIA -10 PHILIPPINES

+12 UNITED ARAB EMIRATES

Source: The Nielsen Company, Global Online Consumer Survey Q1 2011

Copyright 2011 The Nielsen Company.

Asia Pacific is Most Optimistic Region

Global Online Consumer Confidence Survey

How to utilize spare cash after covering essential living expenses

What are the top 10 concerns over the next 6 months?

2nd BIGGEST CONCERN

BIGGEST 2nd BIGGEST CONCERN CONCERN

Putting into Savings Holidays/ Vacations

Increasing Food Prices 20% 12% 10% 8% 7%

16% 11% 10% 8% 10%

3) The Economy 4) Health

5) Increasing Utility Bills

(electricity, gas, etc)

10) Parents Welfare

* % saying in a recession now: Q1 11 (37%), Q410 (41%), Q3 10 (39%), Q1 10 (35%)

11% 46% 36%

15% 49% 30%

14% 44% 35%

Dont Know/ Undecided

Source: The Nielsen Company, Global Online Consumer Survey Q1 2011

Copyright 2011 The Nielsen Company.

Middle East / Africa Reports Biggest Rise in Consumer Confidence

Global Online Consumer Confidence Survey

How to utilize spare cash after covering essential living expenses

What are the top 10 concerns over the next 6 months?

7% 8% 15% 34% 12% 16% 16% 27% 30% 9% 6% 2% 9% 7% 14% 8%

Putting into Savings Holidays/ Vacations

18% 10% 10% 6% 6%

13% 11% 9% 11% 7%

6) Increasing Utility Bills

(electricity, gas, etc)

2) Increasing Food Prices

7) War 8) Crime 9) Work/Life Balance 10) Childrens Education

3) Job Security 4) The Economy

** % saying in a recession now: Q1 11 (65%), Q410 (69%), Q3 10 (72%), Q1 10 (71%)

13% 44% 35%

21% 42% 27%