Nielsen Wire » environment

Streets of San Francisco Have Greenest Automotive Potential

Nielsen Wire — Fri, 19 Jun 2009 17:49:41 +0000

San Francisco loves its green cars more than any other area in the U.S., according to new research from Nielsen. The new data from Nielsen Claritas’ PRIZM Market Potential Report finds that households in San Francisco are 60 percent more likely to buy a green vehicle than the average U.S. home, with Washington D.C. 44 percent more likely and New York City 31 percent more likely.

“These estimates help manufacturers and marketers better understand the markets that have ‘green’ potential, and help them focus their resources,” said Bruce Wilkinson, Vice President of Media and Communications for Nielsen Claritas. “Additionally, it helps them to plan media campaigns and determine inventory levels for each model, market-by-market.”

Cities With Top Market Potential For Green Autos
CITY	Potential Buyers	Index
San Francisco et al, CA	11,184	160
Washington et al, DC-MD	9,301	144
New York, NY	27,417	131
Boston et al, MA-NH	8,625	129
San Diego, CA	3,842	129
Chicago, IL	12,218	125
Monterey-Salinas, CA	807	125
Honolulu, HI	1,525	124
Los Angeles, CA	19,519	122
Baltimore, MD	3,765	122
Source: The Nielsen Company

The research looked at the national ownership rates of high-mileage vehicles including the Honda Fit, Toyota Prius, Toyota Yaris and Mini Cooper. Using auto registration data from RL Polk and Nielsen’s PRIZM segmentation, the percentage of each segment owning these vehicles was calculated. Individual market potential then was calculated based upon the segment composition of each market.

The top ten was made up primarily of coastal metropolitan area, including Boston (4th), San Diego (5th), Chicago (6th) and Los Angeles (9th), all with populations of over one million. Two exceptions were the relatively small areas of Monterey-Salinas, CA (7th), which has a population of 234,000 and Honolulu, HI (8th), with a population of 442,000.

Places where gas guzzlers still rule the road tended toward the south and Midwest, with the states of West Virginia and Mississippi holding seven of the ten areas that had the lowest rates of green auto ownership.

Cities With Lowest Market Potential For Green Autos
CITY	Potential Buyers	Index
Glendive, MT	6	56
Charleston et al, WV	738	55
Tri-Cities, TN-VA	504	54
Clarksburg-Weston, WV	168	54
Hattiesburg-Laurel, MS	161	53
Columbus et al, MS	263	50
Presque Isle, ME	43	49
Bluefield et al, WV	194	48
Meridian, MS	97	48
Greenwood-Greenville, MS	98	46
Source: The Nielsen Company

Learn more about Segmentation & Targeting.

Mediaweek: Magazines Find It Hard To Be Green

Nielsen Wire — Wed, 17 Dec 2008 17:00:40 +0000

Mediaweek reports on a reversing trend in the magazine business: a cooling towards “green” issues. Just a few years ago, magazines were sprouting a multitude of green-themed issues, but the economic downturn has many publishers including Time Inc. (”Sunset”), Conde Nast (”Domino”), and Mariah Media (”Outside”) shelving such plans for 2009.

“Editors insist readers are still interested in green themes, although some said they are evolving coverage in response to green’s maturation. Hachette Filipacchi Media’s Elle—which made a statement by publishing its green issue on recycled paper this year—plans a water-themed issue in ’09, reminiscent of the blue issue of Rodale’s Women’s Health in 2007.

[Vanity Fair] editor Graydon Carter said, via e-mail, that while he may not devote his entire May issue to the environmental theme next year, he plans more eco-oriented coverage overall—“especially now that we have an incoming administration that is sensitive to the environment, knows what it means to be green and takes the science, and the science of global warming, seriously.”

Read the full story at Mediaweek.

Read Nielsen’s latest stories on global attitudes towards environmental issues.

Global Shoppers Consider Ethics And Environment

Nielsen Wire — Fri, 21 Nov 2008 20:47:46 +0000

Compared to the rest of the globe, Latin America’s consumers place the highest importance on how environment standards and labor conditions impact products they purchase. In North America, consumers come in just below the global average when considering the importance of those factors according to a Nielsen report on Corporate Ethics And Fair Trading, done in partnership with Oxford University’s Environmental Change Institute. In addition to Latin and North America, the report details consumer perceptions in the Asia/Pacific region, Europe, and emerging markets. “A global social conscience is one of the biggest trends to have emerged in the last decade. Global consumers are collectively speaking out and demanding that corporations make a positive contribution to society,” notes Amilcar Perez, Vice President, Marketing, Latin America, The Nielsen Company.

Read Corporate Ethics And Fair Trading: A Nielsen Global Consumer Report.

Global Consumers Tell Corporations: Environment Is #1

Nielsen Wire — Thu, 18 Sep 2008 14:15:56 +0000

Corporate care of the environment and support of socially responsible programs play an increasingly influential role in consumer purchasing behavior, according to the first global survey on company ethics and corporate responsibility released by The Nielsen Company. Half the world’s consumers (51%) consider it very important that companies improve their environmental polices. In addition, 42% of consumers place high importance on fostering other programs that contribute to improving society.

The 51-country survey polled 28,253 online consumers in May 2008, providing the first global overview on consumer attitudes towards company ethics and corporate responsibility.

“From human rights to poverty and war, and most significantly, the environment – global consumers are collectively speaking out and demanding that corporations make a positive contribution to society,” Amilcar Perez, Vice President, Marketing, Latin America, Nielsen, noted.

Globally, the report indicates that marketing ‘ethical’ products could lead to economic benefit. Two in three global consumers said they would be interested in buying ethical products to support environmental and social causes. More than 75 percent of Greeks, Chinese, Portuguese and Filipinos indicated their support for such products. While still showing a majority, North American consumers exhibited the least interest in buying ethical products at 57%.

Learn More: Nielsen Corporate Ethics & Fair Trade Presentation.

Read Reuters’ coverage of Nielsen’s findings.

Beijing Rated A “Winner” By Olympics Viewers

admin — Tue, 09 Sep 2008 15:53:35 +0000

Among the many winners at the recent Summer Olympic Games: the city of Beijing.

According to a survey conducted by Nielsen after the closing ceremony, seven in 10 viewers across 16 countries and territories said Beijing appeared more “modern” and “high-tech” than they had expected.

Beijing also looked cleaner and greener than many viewers expected — 56% said the city’s physical environment exceeded their expectations.

Nine in 10 foreigners who visited Beijing for the Olympics also told Nielsen the city’s Olympics venues were “good” or “very good.”

View the full press release.

Read The Wall Street Journal’s coverage of Nielsen’s findings.

It Pays To Be Green

Nielsen Wire — Fri, 13 Jun 2008 19:35:19 +0000

Although it often costs more to buy green products, environmentally-friendly living is more popular than ever in the U.S.

The Daily Texan writes that, according to a report by Nielsen and the Natural Marketing Institute, consumers with a green shopping agenda have generated $209 billion in profits this year so far.

If the trend continues, green consumers will likely generate $400 billion by 2010.

Read the full Nielsen press release on green consumers.