1. August 2012
How Digital Influences
How We Shop
Around the World

2. Digital’s influence on
grocery shopping is on the rise
• Online shopping intentions for food and beverage categories
increased 44% in two years
• 6-in-10 global respondents used the Internet for grocery shopping research
• Nearly half (49%)of respondents purchased a product online
• Globally, 46% used social media to help make purchase decisions
• 37% purchased from online-only stores most frequently
One-third of the world’s population is growing. In this report, Nielsen analyzes
online, an increase of 528 percent over the how shoppers use online connected
past 10 years*. While Internet penetration devices (computers, mobile phones and
rates vary by geographic region; North tablets) to aid or even complete their
America (79%), Australia/Oceania (68%), household grocery shopping.
Europe (61%), Latin America (40%),
What types of online activities
Middle East (36%), Asia (26%) and Africa
do consumers engage in
(14%), they continue to climb steadily—
most? How much time is
especially in the developing countries of
spent on these activities?
the world.
What are future spending
Connected devices, such as computers, intentions, which websites
mobile phones and tablets have become are preferred, and what
a way of life for many, but shoppers are payment methods are
digitally engaged to varying degrees favored? New findings from
depending on the products they buy. a Nielsen online survey of
While e-commerce activity for some respondents from 56 countries
consumer-packaged goods (CPG) around the world provide
products—especially perishable categories insight into digital influences on
where freshness counts—may not be grocery shopping behavior. This report
as transformative as other non-CPG offers considerations for marketers
industries such as books, music and and guiding principles to help build
travel, online grocery purchasing power is successful online strategies.
About the Survey and Methodology
The findings in this study are based on respondents with online access. While an online survey methodology allows for
tremendous scale and global reach, it is limited in that it provides a perspective only on the habits of existing Internet users,
not total populations. Results may therefore, among other possibilities, over-report online usage. Additionally, responses are
only indicative of respondents’ beliefs about their own online usage, rather than actual metered data.
* Internet World Stats – www.internetworld stats.com/stats.htm
Copyright © 2012 The Nielsen Company. 2

3. Online grocery purchase power is growing
While non-CPG (consumer-packaged What categories of products do you plan to purchase on any connected
goods) products reported the highest device in the next 3 to 6 months?
penetration for digital shopping
Global Average
intentions, with apparel, books, travel
and consumer electronics rising to the
top of the list, the level of influence Q1 2012 Q1 2010
for CPG-related products is growing.
Intentions to buy food and beverages via
37
online sources increased 44 percent in Apparel/Accessory/
two years. Shoes / Jewelry 36
More than one-quarter (26%) of global
respondents said they planned to Books/Newspaper/Magazine
33
purchase food and beverage products (hardcopy / physical subscription)
44
via an online connected device in the
next three to six months—a jump from 30
18 percent reported in 2010. Skin care Travel Service Reservation
(Flight / Train / Ship /Car)
32
and cosmetics also increased from
22 percent to 25 percent in the latest
survey. 30
Entertainment Tickets
(Movie / Performance / Exhibition / Game, etc.) 20
One-in-five global respondents said they
planned to purchase electronic books
and digital newspaper and magazine 29
Computer / Game Software
subscriptions, a new category added 11
to the Nielsen Global Survey in 2012.
The online purchase intent of hard 26
copy books and physical subscriptions Mobile Phone *
(Including accessory) N/A
declined from 44 percent in 2010
to 33 percent this year. Categories
with growing global purchase intent 26
Food & Beverage
include computer/game software (+18 18
percentage points), entertainment
tickets (+10), computer/game hardware
25
(+6), video/music production (+5), cars/ Computer/Game
Hardware & Peripheral
motorcycle and accessories (+4), and 19
apparel/accessories/shoes/jewelry (+1).
25
While online shopping delivers key Skin Care /Cosmetics
attributes shoppers demand, such 22
as convenience, value and choice,
the Internet, and more specifically Video/Music Publication 23
e-commerce, will be successful to (CD, VCD, DVD)
18
varying degrees of impact on CPG
depending on the category. For CPG
20
categories, shoppers are more likely to eBooks/Digital Newspaper
or Magazine Subscription* N/A
adopt an omni-channel approach, where
online shopping becomes a supplement
to traditional brick-and-mortar retailing. 11
Car/Motorcycle
and Accessory 7
*Category added in 2012
Source: Nielsen Global Survey of Digital’s Influence on Grocery Shopping, Q1 2012
Copyright © 2012 The Nielsen Company. 3

4. Online usage for grocery shopping activities varies
Whether checking a price or reading Thinking about household grocery shopping, which of the following
a consumer review, when it comes to activities have you done in the last month on any online connected device?
grocery shopping, more than six-in-10
global respondents (61%) said the
Internet was their go-to-source for
conducting research and just under half
Global Average Asia-Pacific Europe Middle East/Africa Latin America North America
(49%) said they purchased a product
online.
But research is just one of the many online 10 20 30 40 50 60 70
activities respondents around the world
said they engaged in when thinking about Conduct research online
grocery shopping. Forty-five percent (for example, checked price,
used the Internet to get information read a consumer review)
about a product, 43 percent searched for
deals, 33 percent read a grocery retailer’s Purchase a
promotional circular/flyer, 33 percent product online
looked for coupons, 26 percent browsed a
manufacturer website,18 percent provided
feedback through social media, and 11 Read a grocery retailer's
percent used a digital shopping list. circular/flyer online
A comparison of how shoppers across
the world used the Internet as a grocery Look for
shopping resource revealed that while the deals online
rank-order list of favored activities was
relatively consistent from region to region,
rates of usage varied considerably. While Look for coupons from an online
Internet penetration rates are highest in coupon site
North America, usage levels across many
activities in that region were among the
Compare prices for a grocery
lowest reported. Conversely, online usage
product online
rates for many activities in Asia-Pacific
were among the highest.
Specifically, using the Internet to conduct Look up product
research (70%), compare prices (48%), information online
and provide feedback through social
media (26%) was most prevalent in Asia-
Browse a manufacturer's website
Pacific countries. Latin Americans were
for a grocery category
the most active deal seekers (64%) and
manufacturer website browsers (41%).
And more North Americans looked for Provide feedback about a grocery
coupons online (43%) than respondents in category through social media
any other region. (wrote a review, blogged)
In more Internet-developed regions of the
world, the research suggests a flattening Use a digital shopping list
of online activity levels as usage becomes
more common place. In areas where
adoption is in the early phases, there is 10 20 30 40 50 60 70
greater experimentation.
Source: Nielsen Global Survey of Digital’s Influence on Grocery Shopping, Q1 2012
Copyright © 2012 The Nielsen Company. 4

5. Online is the timely resource for research
When it comes to finding a resource for research (37%), provide feedback via Percent of total research
information about grocery shopping- social media (33%), look for deals (31%) time conducted on an
related activities, nearly half (47%) of and search for product information (31%). online connected device for
global respondents spent more than 25 grocery shopping activities
While the prevalence of using social
percent of their total research time on
media to provide feedback on grocery
a connected device. And nearly one-in- < 25%
_ 26% - 50%
products is still relatively low (global
four (23%) spent more than half their 51% - 75% 76% - 100%
average is 18%), for those who are active
research time on the Internet. More North
participants, many connect regularly—33
Americans dedicated the greatest amount me
least t
ime
percent on a daily basis and 45 percent t ti
of research time online compared to the os
weekly. In a world where consumers m
10%
other regions - 18 percent claimed they
have increasing influence on brand
conducted more than 75 percent of their 13%
perception through social media and
research digitally.
ratings and reviews, authentic responses GLOBAL
For those who said they used the Internet and generating advocacy is critical. AVERAGE 53%
for grocery shopping-related activities, the Marketers need to encourage feedback
majority of global respondents connected and provide specialized experiences that 24%
online either weekly or monthly. About increase engagement and build a two-way
one-third logged on daily to conduct relationship with the brand.
How often have you used a connected device 12%
7%
(PC, mobile phone, tablet, etc.) for each of the following
ASIA-
Global Average PACIFIC 54%
27 %
Daily Weekly Monthly
11%
Conduct research online
11%
37% 47% 16%
EUROPE 59%
Purchase a product online 19%
9% 43% 48%
Read a grocery retailer's circular/flyer online
23% 54% 23%
8%
Look for deals online 14%
31% 48% 21% MIDDLE EAST/ 54%
AFRICA
Look for coupons from an online coupon site 25%
29% 52% 19%
Compare prices for a grocery product online
23% 56% 21% 12%
Look up product information online 13%
31% 49% 20% LATIN 50%
AMERICA
Browse a manufacturer's website for a grocery category 25%
24% 51% 25%
Provide feedback about a grocery category through social media
33% 45% 23% 18%
Use a digital shopping list NORTH 44%
23% 51% 27% 20% AMERICA
19%
19%
Source: Nielsen Global Survey of Digital’s Influence on Grocery Shopping, Q1 2012
Copyright © 2012 The Nielsen Company. 5

6. Social media’s influence is rising
I use social media sites to help me make purchase decisions
2011 2010
63% 50% 44%
60% 40% 49%
ASIA- MIDDLE EAST/ LATIN
PACIFIC AFRICA AMERICA
32% 21% 46%
30%
14%
43%
NORTH GLOBAL
EUROPE
AMERICA AVERAGE
Source: Nielsen Global Survey of Online Shopping, Q3 2011 and Q1 2010
The influence of social media on purchase percent of Latin American respondents
decisions is growing across all regions, and 32 percent of European online
albeit at varying levels. Globally, 46 users relied on social media to
percent of respondents said they used help make purchase decisions, an
social media outlets to help make increase of five and two points,
purchase decisions, a rise of three respectively.
percentage points from 2010. North
Social media can play an
Americans were the least reliant on social
important role in leveling
media at 21 percent, but have increased
the playing field among the
their dependency by seven points.
competition, allowing smaller
Asia-Pacific respondents were the most
brands to compete. Encourage
active social media users to aid purchase
satisfied customers to use
decisions at 63 percent, an increase from
online ratings and reviews to
60 percent two years ago.
share positive experiences, but it is
Middle Eastern/African respondents a two-way communication medium
increased their dependency on social and marketers must engage in the
media the most, rising 10 percentage dialogue in order to stay in control.
points to 50 percent in 2011. Forty-four
Copyright © 2012 The Nielsen Company. 6

7. Online shopping preferences and payments
Thirty-seven percent of global percent, respectively. And while North cash on delivery, 12 percent chose direct
respondents said they most frequently Americans reported a nine-point drop debit from a checking or bank account and
purchase from online-only stores—an since 2010 in their preference for shops 10 percent utilized a debit card.
increase from 34 percent in 2010. Twenty- that are exclusively online, Asia-Pacific
Latin Americans were the most prolific
two percent preferred sites that also respondents reported the opposite trend,
credit card users for online purchases, as
have traditional brick and mortar stores, with a nine point increase for shopping
more than half (51%) used this method.
17 percent favored sites that allow you these online-only websites. Both regions
Middle Eastern/African respondents
to select products from many different reported usage of online-only websites at
were most reliant on direct debit from
online stores and 11 percent chose sites 40 percent.
checking/bank accounts, as one-in-four
that also sell products through catalogs or
When it comes to paying for online utilized this payment system. North
over the phone.
purchases, one-third (32%) of Americans primarily use one of three
For sites that are connected with physical respondents around the world said they primary methods; credit cards (34%),
store locations, Latin Americans and most often paid for purchases using a debit cards (25%) and PayPal (24%).
North Americans reported the greatest credit card. One-fourth (24%) preferred
preference at 34 percent and 30 the ease of using PayPal, 14 percent used
What kind of websites do you purchase from most frequently when shopping online?
ONLINE-ONLY WEBSITES BRICK & MORTAR STORE WEBSITES
40
%
16%
Asia-Pacific 31% Asia-Pacific 19%
38% 23%
Europe 39%
Europe 21%
19% 34%
Latin America 20%
Latin America 34%
24% 10%
Middle East/ Africa 21% Middle East/ Africa 10%
40% 30%
North America 49% North America 17%
37% 22%
Global Average 34% Global Average 20%
2011 2010
MULTIPLE ONLINE STORE WEBSITES CATALOG/PHONE-ORDER WEBSITES
26% 10%
Asia-Pacific 30% Asia-Pacific 8%
10% 13%
Europe 13% Europe 13%
17% 8%
Latin America 17% Latin America 9%
11% 6%
Middle East/ Africa 14%
Middle East/ Africa 8%
5% 10%
North America 7% North America 11%
17% 11%
Global Average 20% Global Average 10%
Source: Nielsen Global Survey of Online Shopping, Q3 2011 and Q1 2010
Copyright © 2012 The Nielsen Company. 7

8. Strategies for how to win with digital
Shopper marketing tactics are changing Determine what activities are important
and there are several ways to grow to core shoppers and customize the
positive engagement levels. Whether offering. If shoppers are more deal-
customizing the message for the shopper, centric, provide coupon promotions.
more narrowly segmenting shoppers,
Third, connect with shoppers via the
or delivering more ‘authentic’ messages
right medium. An increasingly
in brand communications, savvy digital
complex landscape provides
strategies must help personalize and
consumers with a wide array
integrate value-added content to improve
of choices. Marketers need to
the user experience.
focus on the medium that
First, focus on the right shopper. Not provides the best return on
everyone is going to use digital. Nielsen investment. Think about
research finds that one-of-four CPG product usage and devise
shoppers are considered ‘Trendsetters’. strategies that speak to
These are generally shoppers that love the needs of consumers.
to keep ahead, try new things and tell Pair mobility with need
others about them. They are typically and create apps that, for
younger compared to other segments, example, make it easier to
have children in the household and are a create a shopping list, refill
bit more affluent compared to the general prescriptions or navigate a store.
population.
Whether the platform is online,
Second, engage shoppers with the right mobile, social or in-store, prioritize the
message. ‘Trendsetters’ tend to be medium based on the impact it drives and
more digitally engaged, but that is still the feasibility of deploying it. Digital can
dependent on what they are buying. be complex, but rewarding if done right.
An increasing complex landscape provides consumers with a wide array of choices
Weigh impact vs. feasibility of tactics to optimize digital platform
Searching for Reading a Looking
Sample Strategy
coupons Flyer/ Circular for Deals
Website
E-Circular
Emails
ONLINE Printable Coupons
Digital Magazines
Search/Display Ads
Mobile Coupon
MOBILE Text Message
Mobile Apps
Reviews
SOCIAL Social Media
Kiosks
IN-STORE
QR / Bar Codes
Copyright © 2012 The Nielsen Company. 8

9. Countries in this study
Argentina Indonesia South Africa
Australia Ireland South Korea
Austria Israel Spain
Belgium Italy Sweden
Brazil Japan Switzerland
Canada Latvia Taiwan
China Lithuania Thailand
Chile Malaysia Turkey
Colombia Mexico United Arab Emirates
Croatia Netherlands United Kingdom
Czech Republic New Zealand Ukraine
Denmark Norway United States
Egypt Pakistan Venezuela
Estonia Peru Vietnam
Finland Philippines
France Poland
Germany Portugal
Greece Romania
Hong Kong Russia
Hungary Saudi Arabia
India Singapore
About the Nielsen Global Survey About Nielsen
The Nielsen Global Survey of Digital’s Nielsen Holdings N.V. (NYSE: NLSN) is
Influence on Grocery Shopping was a global information and measurement
conducted February 10–27, 2012 and company with leading market positions
polled more than 28,000 consumers in in marketing and consumer information,
56 countries throughout Asia-Pacific, television and other media measurement,
Europe, Latin America, the Middle East, online intelligence, mobile measurement,
Africa and North America. The social trade shows and related properties.
media, online payment and website Nielsen has a presence in approximately
insights are based on the Q3 2011 Global 100 countries, with headquarters in New
Survey. The sample has quotas based on York, USA and Diemen, the Netherlands
age and sex for each country based on
their Internet users, and is weighted to For more information, visit
be representative of Internet consumers www.nielsen.com
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. The Nielsen Global
Survey, which includes the Global
Consumer Confidence Survey, was
established in 2005.
Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are
trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service
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