Global consumer confidence rises

29 July 2009

NEW YORK: Global consumer confidence levels have improved over the last three months, with India, Indonesia and China among the nations where optimism is at its highest, new figures from The Nielsen Company show.

Based on a survey of 14,029 consumers in 28 countries, the average index score across Nielsen's Global Consumer Confidence Index rose from 77 points in March this year to 82 points in June.

Indonesia posted the highest overall score, of 113 points, closely followed by India, on 112, with both countries having registered double-digit upticks on this measure compared with the previous poll.

The Philippines was in third place, on 108, followed by Brazil, Australia, China and the United Arab Emirates, all of which produced totals in the early-to-mid-90s.

Poland and Russia were the most optimistic of the European nations assessed, with 85 and 82 points respectively, with the latter of these two markets seeing an upturn of seven points in all.

New Zealand and Germany were the only countries where confidence levels contracted on a comparative basis, with popular sentiment falling by one point, to 89, in the former, and by two points, to 77, in the latter.

South Korea, on 40 points, and Japan, on 51 points, were the most pessimistic countries, although even here consumer perceptions improved markedly compared with the third month of this year.

Participants in the USA were the only group whose appraisal of the current situation remained exactly the same as three months previously, on 80 points, slightly below the global average.

Moreover, while 71% of respondents from around the world agreed their home country was in the midst of a recession, this constituted a decline of 6% from the total recorded in March.

Jonathan Banks, business insights director of The Nielsen Company, argued consumers seem to be "starting to embrace the idea of recovery - which is a major turning point."

"This is one of the strongest indicators of a global consensus among consumers that the worst is over, and that finally, there is light at the end of this long tunnel."

"And consumers in emerging and Asian markets are clearly of the view that they are driving in the recovery lane now," he added.

Data sourced from Nielsen; additional content by WARC staff