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Nielsen survey finds Brits are less brand loyal and friends and family have the biggest influence over purchasing decisions


By Gillian West, Social media manager

January 22, 2013 | 3 min read

UK consumers are more willing than consumers globally to switch to a new brand when it comes to new product launches according to a new study from Nielsen.

The global provider of information and insights into what consumers watch and buy found 59 per cent of Brits with internet access would consider switching, compared with 50 per cent of consumers globally.

The survey of more than 29,000 internet respondents in 58 countries, uncovered that over half (52 per cent) of British consumers said they wouldn’t purchase a new product until it had proven itself in the market place.

Compared to consumers globally Britons were found to be less cautious about needing proof, with 60 per cent of global consumers cautious about product launches. UK brands were also preferable to 40 per cent of Britons rather than large global brands.

Johan Sjöstrand, European managing director of Nielsen BASES, which helps clients grow through innovation, commented: “Innovating on established brands that are already trusted by consumers can be a powerful strategy. Companies spend millions on new product innovation, yet two-thirds of them won’t survive beyond three years.”

The Nielsen Global Survey of New Products Purchase Sentiment also revealed the importance of value in a new products success: 59 per cent of Brits said they would consider ‘value’ or ‘store brand’ options, fewer than across Europe and globally with 66 per cent and 64 per cent respectively. A further 40 per cent of UK respondents said that challenging economic conditions made them less likely to try a new product with only a quarter (25 per cent) willing to pay a premium price.

Sjöstrand added: “Consumers are willing to adopt new product and brand innovations provided there is a strongly perceived value proposition. Without this, any product innovation will face an uphill challenge to stay on the shelf, especially given the tough economic climate. In order for consumers to adopt new brands, marketers need to launch very strong awareness and trial-building campaigns, supported by a positive product experience.”

TV ads were found to be the single most important source of information on new products with 25 per cent of Brits relying on ads, free samples inform 21 per cent of new product purchasing decisions, followed by internet searching at 19 per cent, 16 per cent said friends and family were the main source of information and 12 per cent cited in-store promotions as a source of new brand information.

Friends and family were found to have the most influence over purchasing decisions, with 68 per cent of UK respondents claiming this would be the most likely factor of them buying a new product, compared to 77 per cent globally. Two-thirds (66 per cent) said seeing it in a shop would make them more likely to buy, followed by free samples, internet searching, and TV ads, with 59 per cent, 53 per cent and 49 per cent respectively.

When it comes to electronics the internet is the greatest influencer with 70 per cent of Brits claiming information online is very important when buying a new electronics products. Almost two-thirds (64 per cent) cite the influence of the internet for new appliance products, followed by books (60 per cent), music (55 per cent) and cars/automotive (51 per cent).


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