Forty-one percent of Spain’s smartphone users and 10 percent of feature phone users access the mobile internet with their phones. Among those who accessed the mobile web in the past 30 days, 44 percent engaged with social networking/online communities and 33 percent accessed city guides or maps. (These were the two leading categories, though music, weather, entertainment, games, sports, and search, were all very close behind.)

Other findings of note:

• 80 percent of smartphone users and 79 percent of feature phone users send and receive text messages on their phones
• 29 percent of Spain’s smartphone users and 6 percent of feature phone users use email on their mobile phones
• 40 percent of smartphone users and 34 percent of feature phone users play games on their cellphones
• Nearly 80 percent of mobile media in Spain expect to see more mobile ads in the future

Several Western Europe economies, namely Germany, United Kingdom and France, reported moderate growth in Q1 with consumer spending between 1% and 4%. However, the escalating European debt crisis that has damped confidence in Q2 may impact future growth. In North America, the contrast between increasingly optimistic Canada and cautiously restrained U.S. is being reflected in dollar sales. Across both the U.S. and Canada consumers are cutting back on shopping trips, seeking value and establishing a balance of branded and store brand purchasing.

Advertising spending also improved in Q1 as 25 of the 31 countries reported in Nielsen’s Global Ad Spend Report experienced gains of greater than or equal to 5%. Two globally significant events – Winter Olympics and FIFA World Cup – were driving forces behind this trend. Economically struggling countries Japan, Ireland and Spain were the only countries with flat to declining ad spending in Q1.

What to Watch
In the second half of 2010, against the backdrop of a shaky global economy, consumers in emerging markets will remain more willing to spend on discretionary categories such as apparel, vacation and out-of-home entertainment. In the developed economies where a largely jobless recovery is taking place, the consumer remains very reticent as they are closely monitoring their spending. Value remains the mantra and the new normal is characterized by restraint.

Download the Q2 2010 Nielsen Economic Current.

“While the global economy is in better shape than it was nine months ago, (+7 index points compared to Q3 2009), the ongoing European debt crisis is a major setback to the global economic recovery anticipated this year,” said Dr. Venkatesh Bala, Chief Economist at The Cambridge Group, a part of The Nielsen Company. “U.S. consumers closely watched unemployment numbers, while Europeans witnessed the government implement new and in some cases, severe fiscal austerity measures amid stagnant job markets and a weakening Euro. Consumers in Western developed economies realized that the road to full economic recovery is going to take a bit longer than expected. In the ongoing weak-to-moderate growth environment, there is some risk for businesses of deflationary pressure, requiring close attention to improving pricing power through more effective deployment of media, innovation and channel marketing efforts.”

“In the U.S., consumers are still focused on repairing their household balance sheets with 45 percent allotting any remaining income (once they have covered their essential living expenses) to savings and paying off debt (37 percent),” said James Russo, Vice President, Global Consumer Insights at The Nielsen Company. “Until the labor market shows continuous improvement, consumer spending will not be sustainable.”

Nielsen’s Global Consumer Confidence Index tracks consumer confidence, major concerns and spending intentions among approximately 27,000 Internet users in 48 countries. In the latest round of the survey conducted between May 10 and May 26, 2010, consumer confidence fell in nine out of 24 European markets. The only non-European markets to post quarter-on-quarter declines were Australia, Thailand, United Arab Emirates, Taiwan, Brazil and Egypt.

Disparity Widens Between Developing and Emerging Markets
India (129 index points), Indonesia and Vietnam (both 119 index points) were the most optimistic nations in Q2, while consumer confidence in Spain plummeted by 10 index points to its lowest level on record at 69 index points from 79 in Q1 of this year.

“In Asia, major economies are experiencing growth headwinds in the form of higher inflation and asset price declines. While overall growth in China, India and elsewhere in Asia will still be strong, some slowdown can be expected as governments and central banks tighten monetary and fiscal policy. Businesses therefore need to exercise more prudence in their resource allocation within Asia,” said Dr. Bala.

Globally, 58 percent of people—the same number as in the previous quarter—said they are still in recession with a disparity in recovery sentiment widening between developed and emerging markets. Thirty-nine percent of Asia Pacific consumers and 51 percent of Latin Americans said they are still in recession compared to 84 percent of North Americans and 76 percent of Europeans. Among those in recession, one in five (21 percent) global consumers thinks the recession will last another year. However, this number increases among North Americans where nearly one in four (24 percent) believes the recession will linger for more than 12 months.

“For most of 2010, the U.S. has seen improvement in the job and housing markets supporting the increases in U.S. consumer confidence, but consumers are still very much focused on value and they continue to reduce their overall shopping trips,” said Todd Hale, Senior Vice President, Consumer & Shopper Insights, The Nielsen Company. “Retailers and manufacturers have responded with heightened promotional support and lower prices providing consumers with great deals. However, even with enhanced prices, consumer-packaged goods dollar and unit sales have declined in the latest three consecutive 4-week periods versus year ago.”

Regionally, consumer confidence steadily climbed three index points in Latin America, two index points in Asia Pacific and North America and one index point in Europe. Latin America topped regional consumer confidence levels at 102 index points, followed by Asia Pacific (101 index points), and Middle East, Africa, Pakistan (MEAP) with 89 index points. In North America, consumer confidence reached 88 index points, while Europe lagged behind as the least confident region at 79 index points.

European Debt Crisis Renews Uncertainty
While the pace of economic recovery accelerated in most Asian and Latin American markets, the spreading debt crisis in Europe resulted in consumer confidence reversing in most European markets. Consumer confidence fell in three out of the five biggest economies as European consumers came to grips with the extent of the debt crisis.

In Italy, consumer confidence retreated to its lowest level (71 index points) since Q1 2009 when it hit an all time low of 70 index points at the height of the global recession. “There is strong evidence of a W-shaped recovery for Italy as consumer confidence in Q2 reversed back into recessionary sentiment,” said Stefano Galli, Managing Director, Nielsen Italy. “High unemployment, economic stagnation and massive public spending cuts have caused consumers to further cut back on their discretionary spending and lifestyles. Budget-conscious Italians are continuing to turn to discounter shopping channels and private labels despite fast-moving consumer goods retailers and manufacturers intensifying promotions. We expect to see some signs of recovery starting from the second half of 2010.”

The economic situation in Spain is especially restrained, which is indicative of the 10 point index drop. With the highest unemployment in Europe (20 percent) and a reduction of government employees, Nielsen experts estimate the possibility of economic growth will move further out to 2012.

However, Germany—the region’s largest economy—posted a welcomed rebound with an increase of seven index points up to 81 from 74 index points in Q1, the highest increase in the region. In the second quarter, newly confident Germans began to open their wallets again and were among the world’s top 10 discretionary spenders on clothes and out-of-home entertainment. In fact, the German job market showed a rather robust upward trend and possible sign that consumers now believe that the worst has passed.

Struggling Baltic nations of Lithuania and Latvia both posted consumer confidence increases of six points each in Q2, although both remain among the most pessimistic nations in the world with low consumer confidence index scores of 52 and 56 respectively. “After two years of a deep economic recession in the Baltic countries, local financial institutions are forecasting a slow recovery at the end of 2010,” said Arturas Urbonavicius, Managing Director, Nielsen Baltics.

Brighter Asian and Latin American Prospects
Six out of the top 10 most optimistic nations in the second quarter came from Asia and all these markets posted consumer confidence increases quarter-on-quarter. Vietnam recorded the highest consumer confidence increase in Q2 soaring 18 index points to 119, while Singapore (which recorded the highest consumer confidence increase in Q1), posted another solid five index point gain from 107 in Q1 to 112 points in Q2.

“The enormous rise in optimism seen in the latest survey has taken ‘cautious’ out of Vietnam’s previous footing of ‘cautious optimism’,” said Darin Williams, Managing Director, Nielsen Vietnam “Vietnamese consumers are ready to spend, with new technology being the focus for many after they have paid for essential living expenses.”

Forty-seven percent of respondents in Vietnam stated they would spend excess cash on new technology—the highest percentage in Asia; 39 percent stated they would spend spare cash on new clothes—a huge jump from 23 percent in the last survey. In Q1, only 16 percent of Vietnamese stated they would invest their excess cash, this has increased to 31 percent in Q2.

“Financial product awareness and intent to use is also rising dramatically as banks and insurance companies have increased their advertising and Vietnamese have more spare cash on their hands,” Williams added.

“In Singapore, there is a significant drop in the percentage of people who think they are in a recession—just 17 percent in Q2 versus 28 percent in Q1,” said Joan Koh, Managing Director, Nielsen Singapore. “Almost one in two feels that now is a good time to buy things. After putting spare cash into savings, Singaporeans will spend on holidays, invest in shares of stocks/mutual funds, new clothes and pay off debts.”

Prospects also look brighter in the Philippines (113 index points), China (109 index points), and Columbia (105 index points), which all recorded consumer confidence highs in their respective markets. “After five quarters of continuous consumer confidence increases in China, the one point increase in Q2 represents steady growth coming from consumers in rural villages,” said Chris Morley, Managing Director, The Nielsen Company China.

Economic recovery and consumer confidence also accelerated in Mexico, which posted a consumer confidence increase of five index points compared to the first quarter of the year. “While positive shopping basket trends in Mexico and Colombia show a slow reactivation in consumption, the population is still concerned about economic and job prospects,” said Felipe Urdaneta, Managing Director, Nielsen Colombia.

Denmark (+5), Switzerland (+5), South Africa (+4) and the Netherlands (+3) also posted consumer confidence increases. For Denmark, the rise is a welcomed change for a country that has shown a steady decline, although the Danish market continues to be volatile and vulnerable. Switzerland’s own currency removes them from the Euro crisis and the Swiss are now ready to spend on postponed investments, apparel, travel and electronics.

Download Nielsen Global Consumer Confidence Index

During June – which accounted for the first three weeks of the tournament and the 10 days preceding it – the FIFA website proved to be most popular in Brazil (visited by 7.0% of Brazilians online, 2.8 million people) and in the U.K. (6.9% of people online, 2.7 million). Despite their tournament ending on the 25th June, Switzerland followed with 5.6% of Swiss people online (0.25 million people) visiting FIFA’s site, probably driven by the team’s shock opening round victory over eventual winners Spain.

The FIFA site offers versions in English, Spanish, German, French, Portuguese, Arabic and International Sign, but not Italian or Japanese. Despite this, 4.8% of Italians online (1.2 million people) still visited the site during June, although the lack of the local language did prove too much of an obstacle in Japan where only 0.1% of Japanese people online visited the site.

“The reach that the FIFA site achieved is impressive considering the kaleidoscopic variety of competing soccer, general sports and news sites available to consumers to follow such a large global event,” said Alex Burmaster, VP Global Communications at Nielsen’s online division. “The fact that one in 14 Brazilians online, for example, went to FIFA’s site in such a cluttered online environment illustrates a level of achievement.”

Not only did the FIFA website have the biggest footprint in Brazil but it also witnessed the most engaged audience – Brazilian visitors averaged almost 28 minutes on the site during June. In the U.S., although the site had a relatively low penetration among countries under Nielsen’s measurement (2.8% of Americans online visited the site) the U.S. actually provided the most total visitors to the site (5.4 million people) and, following Brazilians, the U.S. was the most engaged audience at almost 22 minutes per visitor for the month.

“The U.S. outperformed expectations in the World Cup and the FIFA site had a highly engaged core of US consumers who averaged more time on the site than fans in more traditionally soccer-mad nations such as England, Germany, Spain and France,” noted Burmaster. “The FIFA website provided a huge, and welcome, buffet of World Cup information from which U.S. soccer fans could satisfy their appetite over and above the relatively light offering in U.S. mainstream media compared to the near saturated coverage in more established soccer countries.”

In all the markets, except one, the FIFA website – when compared to the overall Internet audience in each country – was overly-weighted towards male visitors and struggled on attracting females.

The site had the most male-dominated audience in Brazil (71% male) and Australia (70%), while in Italy (67%) and Spain (66%) it also had at least-two thirds male visitors.

Germany was the only country in which the site had more female (54%) than male visitors (46%) and it was also the only market in which it over-performed – relative to the entire online audience – on attracting females and under-performed on attracting males.

In all the countries under measurement, the FIFA website was overly-weighted towards 18-49 year olds – particularly the 18-34 segment – while it struggled on attracting visitors under 18 and those over 50.

The greatest contrast between the make-up of FIFA’s audience compared to the overall Internet audience occurred in the U.S. market. In the U.S., the site over-performed most heavily on attracting 18-49 year olds and under-performed most on attracting people under 18 and those over 50.

In most of the countries, the majority of FIFA’s online audience was over 35 years old – particularly in France where almost 60% were over 35. Only in Spain (47%) and Brazil (34%) did the site have fewer visitors over 35 compared to those under 35.

“Across the globe, the FIFA site tends to be a destination for 18-49 year old males. The World Cup represents a unique opportunity for brands to connect with this highly engaged, mid-age-range male-dominated audience as reflected by sponsors who are in the business of producing beer, car tyres and engine oil,” said Burmaster. “Castrol, for example, scored a masterstroke in sponsoring the statistics section of the World Cup website. Consequently, they will have connected with large numbers of this often elusive audience across a wide range of markets at a time when they’re notoriously engaged – checking out soccer stats.”

San Francisco was the top ranked market for the English language broadcast with a 14.5 local household rating. San Diego placed second with a 13.6 household rating, followed bythe New York market with a 13.1 rating.

The Spanish Language telecast on Univision earned its highest ratings in Miami-Ft. Lauderdale with a 16.8 rating. Los Angeles and Houston followed with 11.5 and 10.2 local household ratings, respectively.

Recovery in the West, Deterioration in the East

The first quarter of 2010 shows a positive trend in nominal value growth rates in most countries, which was driven primarily through volume growth improvement. France’s 2.4% year-on-year nominal value increase was the result of inflation while Portugal’s 4% volume growth and Spain’s 3% volume growth can both be attributed to a decline in deflation. Hungary and The Czech Republic were the poorest performers in the region, reporting nominal value declines of 3.5% and 3.2% respectively.

With a marginal reduction in shopping trips in the first quarter across Italy and Germany and flat overall spending per trip in the top five European countries (Germany, Italy, France, United Kingdom and Spain), shopping behavior is stable, but shows no significant improvement.

However, the economic turmoil reached Eastern Europe with a 12-month lag. In the latter part of 2009, these eastern markets severely deteriorated with volume decreases occurring in Latvia, Lithuania, Russia, Serbia and Ukraine. Albania, Bosnia and Macedonia remain the positive exceptions. With this sudden and delayed worsening in the east, a steep upturn will now be necessary to return to full recovery.

Europe Total View Q1 2010

Positive Growth Trends
Across Europe, nominal value growth continues to climb, increasing to 4.1% in the first quarter of 2010, a 1.2 percentage point gain over the fourth quarter 2009. The steady gain in volume coupled with latter unit value growth has kept Europe on an uphill trend with momentum continuing to build from the low point in the third quarter of 2009 when nominal value plunged to 2.6%.

The volume growth rate accelerated in most countries: Norway (7%), Finland (5%), Sweden (4%), Portugal (4%), Slovakia (4%), Austria (3%), Ireland (3%), Italy (3%), Spain (3%), Belgium (2%), Poland (2%), Switzerland (2%), Denmark (1%), France (1%), Germany (1%), Netherlands (1%) and U.K. (1%). Both volume and unit value declines were reported in Hungary, Czech Republic and Greece.

Country Analysis—A Divided Europe
The latest quarterly Europe Growth Reporter measuring volume and value sales in the fast moving consumer goods industry across markets in Europe is showing encouraging signs of improvement with all but four countries measured recording positive volume trends, which have helped drive increases in nominal value growths across the region. Unit value, however, shows an even split, with increases reported in eight countries and declines shown in eight. Four countries report flat unit value.

Turkey shows the most significant spike in unit value, increasing 21% since last year, which has unsurprisingly lead to volume decline (-1%). Russia has experienced double digit growth in unit value (+11.4%) once again and here volume declines remain significant (-7.2%), though they are slightly improved from Q4 2009 (-8.7%). The Nordic countries of Norway and Finland report the greatest increase in volume, rising 7% and 5% respectively, driven by deflation in Finland and low unit value growth in Norway. Sweden also reported low unit value growth although volume growth was lower here at +4%.

About the Nielsen European Growth Reporter
This report compares overall market dynamics (value and unit growth) in the fast moving consumer goods sector across Europe. It is based on the sales tracking Nielsen performs in every European market, and covers sales in grocery, hypermarket, supermarket, discount and convenience channels.

The report is based on the widest possible basket of product categories that are continuously tracked by Nielsen in each of these countries and channels, and this edition reports on week two of 2010 through to week 14 of 2010.

United States
Surprisingly, the U.S. squad wasn’t even the most buzzed-about national team. England, Argentina, Brazil, Serbia, and Spain were just some of the countries more closely correlated to the World Cup in conversations online. American consumers were also talking about various World Cup sweepstakes, whether they be corporate-sponsored (from Yahoo!, EA Sports, and McDonald’s) or privately-run pools where members pick the winners. There was also lots of Buzz around David Beckham, who’s not even playing in the World Cup due to an Achilles injury.

United Kingdom
Many World Cup discussions involved Fantasy football leagues as consumers took a more active role in the tournament as it gets closer. England fans have high expectations for their national team, as indicated by the frequency of terms like like “winning” and “champions” tied to the team. But fans also see a strong foe in Brazil, with similar terms grouped around the Latin American soccer power. England’s manager Fabio Capello was the most closely linked person to World Cup messages, followed by the injured Beckham.

South Africa
The World Cup’s host country has more than just soccer on its mind. Visitor and tourism messages drove a significant part of World Cup conversation, as well as ticket inquiries. Key FIFA and Local Organizing Committee (LOC) representatives Jerome Valcke and Danny Jordaan were often cited for addressing these issues. Overshadowing the matches were discussions about security concerns. South African messages also voiced disappointment of Shakira’s “Waka Waka” as the official World Cup song.

Australia
Even as Australia prepares for the this year’s tournament, it’s the fate of future World Cups that’s on the minds of many of the country’s online consumers. Messages about luring the 2018 or 2022 Cup to the Land of Oz – even speculation about potential venues – were prominent in online discussion. As the future of Australian soccer is discussed, many chose to wax nostalgic about the past, with dialogue about retired soccer great Mark Viduka.

Italy
In the weeks leading up to the World Cup, Italians buzzed about the “Will-he-or-won’t-he?” saga of golden boy Francesco Totti coming out of retirement to play for the national team (ultimately he was never called up). Fans of the defending world champs also talked about several members of the Azzurri national team – including head coach Marcello Lippi – and some of the team’s top competition, including Brazil, Argentina, and , perhaps surprisingly, Cameroon.

Germany
The Internet provided lively discussion forums for German soccer fans debating who should and should not have made the national team. Leading the debate was who should replace starting goalkeeper Rene Adler who suffered a rib injury that prevents him from playing with the team in South Africa. Speculation of Germany’s Group D competition was also very high, with tough matchups against Serbia, Ghana, and Australia in the tournament’s preliminary round.

Spain
Spanish fans have been preoccupied with comparisons to South American soccer power Argentina. Messages compare young Spanish phenom David Silva with Argentine superstar Messi and coach Vicente Del Bosque with soccer legend and current Argentina coach Maradona. A classic goalkeeper controversy was also brewing with some calling for Victor Valdes to start over Iker Casillas. Finally – after Sogecable, the leading pay TV company in Spain, sold the rights to Telecinco for some matches and to Cuatro for others – Spanish fans worried about which TV channel to watch the matches and who will be commentating.

Overall, the active unique audience to social networks grew nearly 30%, from 244.2M to 314.5M in the last year. In the U.S., the average active unique audience grew to 149.M from 115M in February 2009.

Across the 10 countries measured, Facebook drew the largest active unique audience globally and claimed nearly three times the sessions per user of MySpace, the next closest network. Facebook users also spent more time per session, logging nearly six hours per user across the globe.

Jean-Jacques Vandenheede, European Business Insight Director

SUMMARY: Drawing on Nielsen’s unique data assets and geographical footprint the European Growth Reporter compares overall market dynamics (value and unit growth) in the Fast Moving Consumer Goods sector across Europe.

Based on the widest possible basket of product categories that are continuously tracked by Nielsen in each of these countries and channels, the fourth quarter 2009 shows nominal growth, which has remained stable since the prior quarter, and around 3% for four consecutive quarters.

The fourth quarter of 2009 has shown nominal growth at 2.9%, a stable growth rate hovering around 3% for the year, once again outperforming the United States which ended the year with a 0.6% nominal growth rate. European inflation remained low at 1.3% in the fourth quarter. Deflation held at the -5% level in Slovakia, Finland and Portugal.

Europe experienced higher volume increases in 2009 than the prior year, increasing by 0.6% to 1.6% in the fourth quarter. Volume growth is accelerating in Austria, Finland, France, Ireland, Norway, Spain and Turkey.

The Big 5 European economies (France, Germany, Italy, Spain, United Kingdom) ended the year at various stages of recovery. France and Spain recorded solid volume improvements while Germany and Italy stayed close to the zero line. Value growth in the United Kingdom reached the 5% mark with 3% points of this coming from volume increases.

By year end, 2009 performance delivered better volume growth than 2008. The best volume improvements came from the United Kingdom, Sweden, France, Austria and Germany. Offsetting those gains were volume losses recorded in Switzerland, Slovakia, the Czech Republic and Poland.

Total European View

Nominal Volume Growth
Across Europe, nominal volume growth inched up to 2.9% in the final quarter of 2009, gaining 0.3% point over the third quarter. This small gain in volume places European volume growth ahead of the United States which saw volume drop by -1.2% in the fourth quarter.

The volume growth rate is accelerating in the following countries: Austria, Finland, France, Germany, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Turkey and the United Kingdom.

The Big 5 European economies are showing a mixed picture. While France, Germany, Spain and the United Kingdom recorded volume gains over 2008, Italy lost ground.

Ireland, Slovakia, Hungary and the Czech Republic recorded the greatest volume declines in 2009.

Value Growth
Unit value growth fell precipitously from 5.7% in 2008 to 1.5% in 2009, underperforming the prior year in every single quarter of 2009, reflecting slowing inflation and price compression implemented at retailers as a result of economic pressures.

Country Analysis—Western Europe
The latest quarterly Europe Growth Reporter measuring volume and value sales in the fast moving consumer goods industry across markets in Europe is showing encouraging signs of improvement with more than half the countries measured recording positive volume trends. 2009 volumes increased to +1.7% in 2009 from 1.1% growth in 2008. This is still some way from 2007’s 3% growth rates; a slow but steady improvement.

As the chart above demonstrates, the leading Western European growth countries in fourth quarter 2009 were Turkey, Norway, the United Kingdom, Poland, Sweden, France, Austria, the Netherlands, Belgium, Spain and Switzerland.

About the Nielsen European Growth Reporter
This report compares overall market dynamics (value and unit growth) in the Fast Moving Consumer Goods sector across Europe. It is based on the sales tracking Nielsen performs in every European market, and covers sales in grocery, hypermarket, supermarket, discount and convenience channels.

The report is based on the widest possible basket of product categories that are continuously tracked by Nielsen in each of these countries and channels, and this edition reports on week 41 of 2009 through to week 52 of 2009.

“While these results are encouraging, consumers in most parts of the world remain cautious about spending their money, and are increasingly moving to value channels.  At the same time, retailers are selling more on promotion.  It’s likely these trends will continue until economic recovery has solidly taken root,” said James Russo, Vice President, Global Consumer Insight at The Nielsen Company.

Nielsen Economic Current Key Indicators
Country	Trend	Aug-09	Sep-09
Brazil		1	1
Canada		2	2
China		2	2
France		3	2
Germany		3	4
Hong Kong		2	2
India		1	1
Italy		3	3
Spain		3	3
Taiwan		3	1
United Kingdom		2	2
United States		3	3
Source: The Nielsen Company 1=Very Strong Growth >/= +5%; 2 = Growth between +1 and +4%; 3 =Neutral Between -1 and +1%; 4 =Negative between -1 and -4%; 5 = Very Negative

Country by Country Highlights

• U.S. – Consumers continue to be skittish about the recovery and their willingness to spend money.  Store brands, value channels and buying on promotion all showed growth as manufacturers continued to step up incentives and deals.
• Canada – Volume and value sales grew in September 2009, with strong growth in the number of retailers selling on promotion.  Unit sales rebounded as price increases stabilized at 2 percent.
• France – Volume and values sales showed some growth, but with confidence dropping in the September survey, French shoppers actually reduced their shopping frequency.
• Germany – Volume sales remained neutral, while value sales recorded a small decline.  Germans continue to watch their Euros as their confidence in the economy has dipped.
• U.K. – Volume sales improved, and premium brands returned to growth.  Consumers were taking advantage of the strong promotions on offer, shopping more frequently and spending more per trip – despite slightly decreased consumer confidence.
• Italy – Italian consumers cut back the frequency of their shopping trips, but spent more per trip, taking advantage of retailer promotions and switching to store brands.  Volume was up, but value sales were down.
• Spain – Spaniards remained neutral in their spending habits, but did start shopping more frequently for the first time in nine months.
• Brazil – All indicators show that Brazil has returned to levels prior to the global economic crisis.  Volume and value sales were up, and shoppers were feeling confident: shopping frequency and spend per trip both increased.
• India – Volume and value sales indicators each posted better than 5 percent growth, and Indians are feeling very optimistic about the economy and finances.
• China – While retail sales were relatively flat, growth is now apparent in modern trade outlets, which may be the first sign of fast moving consumer goods sales recovery.
• Taiwan – Volume and value sales increased solidly for the first time in nine months.
• Hong Kong – Increased consumer confidence has driven growth of volume and value sales.

The Buzz
In an analysis of blog buzz in seven countries, Nielsen found that online discussions about the global recession have leveled off as consumers have accepted the “new normal.” At the same time, however, mentions of recovery have not gained traction, and actually declined in the most recent week reviewed.

“It seems as if people are accepting the new reality of an ever present recession, which through our analysis of online buzz illustrates that despite a dip in recession discussions in the spring, that they have now leveled off but not subsided completed. Perhaps it is not on the front burner for all consumers as it was in 2008 thru mid 2009, but definitely still on the back burner where it continues to impact consumer decisions,” concluded Russo.

• Download the Nielsen Economic Current.