Bangkok--24 Jun--Nielsen’s
- TV viewership in Bangkok up 23% (13-21 May 2010) compared to same period in 2009
- FMCG growth slowed in May 2010 to 4.9% vs. 8% in April 2010 as consumers focused on purchasing necessity products
- Changes in consumer behaviour include more focus on increasing savings, life insurance coverage, spending quality time with family
It has been just over a month since the peak of the May political unrest but most Thai consumers (7 out of 10) say their lives are already back to normal, or will return to normal within a month. A study by The Nielsen Company revealed key findings and insights into Thai consumers’ feelings and attitudes towards the country’s political unrest in May, changes in consumer behaviour and media consumption during that time and how consumer behavior is expected to change going forward.
Nielsen’s integrated study report comprises insights from an online survey (targeting 500 internet users aged 18 and above), Nielsen Retail Audit, Nielsen Homescan Consumer Panel, Nielsen Television Audience Measurement and Nielsen Radio Ratings.
TV & Internet- the most influential sources of information, but non-traditional media important too
When asked what main sources of information were relied on during the unrest, most Thai consumers claimed TV (95%) was their key source of information, followed closely by Internet (94%), Newspaper (76%) and Radio (43%) respectively. Interestingly, consumers also indicated non-traditional sources of news such as online blogs (35%) and Twitter (25%) were important channels too, perhaps reflecting a need to engage and interact with one another. (Table1)
Nielsen observed significant increases in TV viewership and radio listenership in mid May 2010 as consumers were eager for the latest news and updates during the crisis.
During May 13-21, 2010 the number of people in Bangkok who watched TV increased by 23 percent compared to the same period in 2009. On Wednesday May 19, when the red shirt sites were reclaimed and the curfew started, the number of people watching TV increased by 36 percent compared to the same day last year. Similarly, the number of people who listened to the radio in May 2010 increased by 14 percent.
Food categories ranked high on consumers’ buy lists during the crisis
Nielsen’s Retail Index indicated that overall FMCG growth slowed in May 2010 to 4.9% vs. 8% in April 2010 as consumers focused on purchasing necessity products. (Table2)
“During the political unrest, we observed more people eating at home. This meant that more Bangkok households purchased categories such as Rice & Frozen Food. At the same time, households stocked up on other basic food categories including Fresh Food, Milk Powder, Instant Noodle, Canned Fish and Ready to Eat meals” said Aaron Cross, Managing Director of Consumer, Nielsen Thailand.
“The negative impact of the red shirt protests in May on FMCG growth was slightly more prevalent in Greater Bangkok than Upcountry. However, we are of the view that FMCG growth will return to normal from June”.
Consumers to focus on value, quality time with family and savings after the unrest
Nielsen’s study indicates that 7 even out of ten consumers expected their lives would return to normal immediately or within a month after the political unrest.
Following the May unrest, more consumers indicate they plan to focus on spending more quality time with family (53%), staying at home (49%), saving (39%) and seeking value for money (25%).
“The events of May were significant. Subsequently we have seen a rise in national pride as Thailand looks to recover and get back on its feet in the second half of 2010. This is evidenced by one quarter (24%) of consumers indicating they are planning to buy more Thai products post the May events” said Cross.
When asked about their financial plans after the unrest, consumers claimed they plan to increase deposits in saving accounts/ fixed savings (31%), increase Omsin Lotto (30%), Gold (22%) and increase life insurance (20%) in their future investment portfolios. (Table 3)
Favorite shopping malls to go
After Bangkok's largest shopping mall, Central World was destroyed by fires, Bangkok residents visited The Mall Bangkapi (27%) as their favorite alternative place to go for shopping, dining or hanging out - followed by Central Pinklow (23%), JJ market (22%) and Central Ladprao (21%).
About The Nielsen Company
The Nielsen Company is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The privately held company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
Table1
Table2
Table3