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Consumers with Internet access in growth markets have become voracious shoppers, often exceeding the global average in early adoption of products, affinity for aspirational brands, researching, and deal sensitivity, according to a recent report by Nielsen.

Six out of 10 online survey respondents in the Asia-Pacific region said they are willing to pay extra for designer products, exceeding the global average by 17 percentage points. Affinity for buying famous brands is highest among respondents in the Asia-Pacific (55%) and Middle East/Africa (56%) markets, exceeding the global average of 47%.

Chinese consumers are the most willing to pay more for designer products (74% of respondents), and fondness for famous brands is highest in India (74%).

Below, additional key findings from the Nielsen Global Survey of Consumer Shopping Behavior, which was based on a survey of more than 29,000 consumers in 58 countries. The results are representative of Internet consumers in each country, not the general population.


  • 78% of global respondents say quality is their most important product concern, with respondents in Latin America (83%) and Asia-Pacific (82%) exceeding the global average.
  • Price is key as well, with 65% of global respondents ranking it as important. 
  • 59% of global shoppers are aware of promotions and discounts and say products with free gifts are good incentives (58%). 
  • In particular, a large percentage of shoppers in the Philippines (77%), Vietnam (75%), Greece (74%), and Turkey (72%) find free gifts appealing. 

Shopping Around

  • Latin Americans are the most likely to shop around, to have preferred brands in mind before shopping, and to sample first before making a purchase. 
  • North American respondents put the least trust in products recommended by professionals (35%). 
  • Respondents in the Latin America and Middle East/Africa rely the most on the advice of professionals. 


About the research: The report was based on an online survey of more than 29,000 consumers in 58 countries that was conducted between August 10 and September 7, 2012. The sample had quotas for each country based on its Internet users and was weighted to be representative of Internet consumers. 

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji