美国的广告支出占全球广告支出的近一半（48%）。紧随其后的是占广告支出 30% 的欧洲国家。这两个地区加在一起占尼尔森估计的全球广告预算的近 80%，也是这些投资每年增长最多的地区。你可能会认为，如此广泛的覆盖面会让消费者沉迷于他们身边的新产品。但有趣的是，与世界其他地区相比，这两个地区的消费者最不愿意尝试新事物。
“It’s not a coincidence that the markets that spend the most on advertising are least susceptible to brand disloyalty,” says Matthew O’Grady, Global Managing Director at Nielsen Media. Advertising actively reminds consumers why they should continue to purchase a certain brand or product. “Consumers lack that constant reminder in markets where advertising spend is low,” he adds. “As a result, they consider more options and are ultimately more likely to stray.”
Surveyed consumers in both the U.S. and Europe confirm that both regions rank below the global norm when it comes to consumer affinity to newism in consumer packaged goods (CPG). With this in mind, it’s critical to understand what actually does entice these consumers to try new products and to ultimately switch brands. Loyalty has always been a treasured commodity for companies, but now that consumers have endless choice and omnichannel access, it’s disloyalty, or brand switching, that manufacturers and retailers should pay attention to.
尼尔森的调查研究表明，与传统的付费营销投资相比，"赢得的存在 "更有可能影响消费者更换品牌。与店内活动以及电视、广播、印刷品、户外、网络或移动环境中的传统营销投资相比，推荐和评论尤其是被调查消费者认为在品牌转换决策中更有说服力的赢得媒体形式。
这就意味着，对于 CPG 来说，消费者观看的内容与购买的内容之间的联系从未像现在这样复杂，也从未像现在这样需要了解。
从购买和消费的角度来看，品牌不忠在包装食品类中最为普遍。例如，在亚太地区和拉丁美洲，包装食品是品牌不忠诚度最高的五大品类中的四个。相对于广告支出，这两个地区的国家在食品相关广告上的支出最少。因此，我们有机会确保广告的最佳定位是在消费者不忠诚情绪最强烈的地方吸引他们。在这种情况下，食品和饮料产品比非食品产品更能吸引消费者。
Advertising is most definitely a key driver of a brand’s reach, and for disloyal consumers, it’s likely to prompt follow-up action among consumers. But social engagement and invitations for feedback and dialogue are essential to building trust and inspiring more than awareness by winning actual purchases. Brands should treat every message as a chance to entice disloyalty. Only 8% of consumers across the globe consider themselves firm loyalists to the products they use. Expect this to get worse, and embrace it. While just a fraction of consumers today remain strict loyalists, nearly half (46%) of the world are more likely to try new brands today than they were five years ago.
不忠诚一旦被利用，就会成为你成长的源泉。
Read more in our latest Total Consumer Report.
注：尼尔森Ad Intel 收集由尼尔森技术和/或尼尔森数据合作伙伴提供的音频/视频数据。尼尔森将每个广告投放归入尼尔森市场分类以及广告商和产品分类。然后在各市场间进行统一，以便进行跨市场分析。本分析涵盖的国家包括南非、澳大利亚、印度尼西亚、马来西亚、新西兰、菲律宾、新加坡、泰国、比利时、保加利亚、捷克共和国、德国、爱尔兰、意大利、卢森堡、荷兰、挪威、西班牙、英国、波多黎各和美国。
