Sunday, January 27, 2013

UK consumers are less brand loyal when trying new products

When it comes to new product launches, UK consumers (with internet access) are more willing to consider switching to a new brand (59%) than consumers globally (50%), according to a new study from Nielsen.

The Nielsen Global Survey of New Product Purchase Sentiment – which surveyed more than 29,000 internet respondents in 58 countries – shows that over half (52%) of UK consumers say they won’t purchase an innovative new product until it has proven itself.

Britons are less cautious about needing this proof-of-concept than consumers globally (60%) and across Europe (58%). 40% of Britons say they prefer to buy from a UK brand rather than a large global one.

TV ads are the single most important source of information on new products, cited by one quarter (25%) of UK respondents, followed by free samples (21%), internet searching (19%), friends/family (16%) and in-store information (12%).

No comments: