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June 2006
Global
Results from two international ACNielsen surveys about consumers’ attitudes towards shopping have confirmed that the world’s biggest shopaholics are to be found in Asia.
According to a recent ACNielsen global online survey conducted among over 22,000 Internet users in 42 countries, one in four consumers shop ‘as a form of entertainment’ once a month, while in Asia, one in four consumers use shopping as ‘something to do‘ once a week.
According to the ACNielsen survey, seven of the top 10 nations who shop once a week simply to amuse themselves all hail from Asia.
Hong Kongers, Thais and Singaporeans rank highest in the world for shopping twice a week for ‘entertainment – no surprise then, that these cities have embraced retail therapy as part of their culture.
“Shopping has become a national pastime in many Asian countries and is so entrenched in lifestyles in Thailand, Hong Kong and Singapore, that governments have wisely turned this national characteristic into a major tourism attraction,” said Frank Martell, CEO and President, ACNielsen Europe.
Looking ahead, the new emerging Asian tigers of India and Vietnam – with booming young adult populations with unprecedented levels of disposable income - are set to become the shopping Meccas of tomorrow according to an ACNielsen | ShopperTrends survey which taps into shoppers’ habits and attitudes towards grocery shopping, and the drivers of store and shopper loyalty. In India, 91 percent of consumers said they either really enjoyed or liked shopping, as well as 90 percent of shoppers in Vietnam’s economic boomtown of Ho Chi Minh City.
“In these two countries – as well as many more developed parts of Asia such as HK, Singapore and Thailand – shopping malls are entertainment destinations incorporating cinemas, restaurants, food courts and additional sports and entertainment facilities to suit all budgets. There are shopping malls with modern facilities catering to all income levels and social groups of society,” said Mr. Martell.
“In congested Asian cities where accommodation is cramped and people often live with extended families, the shopping mall has become a home away from home. People go there to escape the worries and stress of work and home life and meet their friends and ‘hang out’. The upside of this lifestyle for retailers is that, with the money these consumers save on living at home, there’s simply more to spend at the shopping mall,” he added.
Clothes shopping Vs Grocery shopping – two very different experiences for shoppers!
18 percent of global consumers consider clothes shopping to be “therapeutic” and one in ten say it’s their “favourite thing to do.”
At the upper end of the scale, twenty five percent of Russians and emerging markets describe clothes shopping as “therapeutic”. In contrast, fifty five percent of North Americans say it’s a necessary chore and a further 12 percent of them saying that they “loathe” clothes shopping altogether.
“North America topped the global rankings for “loathing” clothes shopping the most (14%) followed by Australians and New Zealanders,” noted Mr. Martell.
In Europe, over half of consumers in Austria, Norway, and the Netherlands describe clothes shopping as a necessary chore.
We’ve heard the term “retail therapy” but for some countries it has really become part of their whole shopping experience. Russians, Japanese, Hungarians and Swedes say they find clothes shopping “therapeutic” according the ACNielsen online survey. However, once again, it’s the booming economies of India and China that are embracing clothes shopping with unbridled enthusiasm.
A third of Chinese consumers and one fifth of Indians say clothes shopping is their favourite thing to do, according to the ACNielsen online global survey.
“The young adult populations of China and India are ambitious, hard working and have money to spend on their lifestyle – they are also brand-conscious and internationally aware of what their counterparts in the West is wearing and buying.
“These millions of consumer represent the dream generation for international manufacturers and retailers,” said Mr. Martell. “No wonder that international brands – from shampoo and household goods to luxury designer goods - are all clamoring to capture a share of the booming consumer market in India and China and are investing aggressively to build their brand in the minds of today’s and tomorrow’s generation in these new markets.”
Only one European country made it into the global top ten ranking for clothes shopping being the “favourite” thing to do - and no prizes for guessing - it’s the trend setting Italians who lead the fashion shopping pack in this region.
When it comes to grocery shopping however, it’s another story. Sixty five percent of global consumers describe grocery shopping as a necessary chore, compared to 45 percent who said that clothes shopping was a necessary chore.
“There is a huge opportunity for grocery retailers to exploit the situation and change the mindset and ultimately, grocery shopping experience for consumers,” said Jean Jacques Vandenheedee, senior analyst for retail trends at ACNielsen Europe. “Grocery shopping should be converted into an appealing experience. Retailers need to understand the changing needs and motivations of their customers as well as identify the store drivers of consumers to create a unique store experience for themselves.”
Grocery shopping - a “therapeutic” experience?
According to the global online shopping survey, Hungarians, Russians, Japanese and Swedes are the top four countries who claim that grocery shopping is a therapeutic experience.
“The retailer who offers the most appealing atmosphere and shopping environment will become the consumers’ retailer of preference. Surprisingly, ACNielsen ShopperTrends reveals that low prices are often not the leading store driver for consumers in many parts of Europe,” said Mr. Vandenheede.
The Japanese are the world’s most enthusiastic grocery shoppers, according to ACNielsen ShopperTrends. Fifty eight percent of Japanese shoppers say they “really enjoy” grocery shopping followed by 42 percent of Filipinos. Not one single respondent from these countries said they “disliked” grocery shopping.
“Loathing” grocery shopping the most are Hong Kong consumers – voracious shoppers in every way except when it comes to grocery shopping.
“Ironically, while Hong Kongers are the world’s most enthusiastic shoppers for clothes – they top the global ranking for “loathing” grocery shopping the most in the world!” noted Mr. Martell
The Germans and the British also rank highly in the list for ‘loathing’ grocery shopping, while eighty five percent of Norweigans and Spaniards say it’s a necessary chore.
Nearly half of Australians (47%) and New Zealanders (46%) also say they find grocery shopping a necessary chore.
About the Survey
The ACNielsen Online Consumer Confidence Survey, the largest twice-yearly global survey of its kind, is aimed to gauge consumers’ current confidence levels, spending habits/intentions and current major concerns. The most recent wave of the survey took place in November 2005 and polled over 23,500 consumers – regular Internet users – in 42 markets: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, South Korea, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, United Kingdom, and the United States.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com
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