Consumer Confidence Survey GB Q4 2009 Survey field dates 4 th December to 18 th December 2009

Confidential & Proprietary • Copyright © 2010 The Nielsen Company

Consumer Confidence SurveyGB Q4 2009

Survey field dates 4th December to 18th December 2009

January 2010

Consumer Confidence Page 2 Confidential & ProprietaryCopyright © 2010 The Nielsen Company

GB Consumer Confidence Index versus Global Average,

Neighbouring Countries & USA

99 97

84

108

9791

79

106

94 94

80

100

88

79

70

8384

74

61

8277

6560

8082

72

60

8086

7567

8487

7767

82

Global* Average GB France USA

Oct-06 May-07 Nov-07 May-08 Oct-08 Apr-09

Jun-09 Oct-09 Dec-09

Source: Nielsen – Global Online SurveyConsumer Confidence

October 2006 to December 2009*June/December 2009 global index based on sub-set of 28/9 countries

Confidential & Proprietary • Copyright © 2010 The Nielsen Company

Great Britain in Recession

Consumer Confidence December 2009


Nielsen Consumer Confidence IndexGB Shoppers continue to feel more confident

Source: Nielsen Global Online Consumer Confidence Survey, Q4 2009Results: GB, 2005 to 2009

98 101 97 91 9479 74

65 72 75 77

1st Half'05

1st Half'06

2nd Half'06

1st Half'07

2nd Half'07

1st Half'08

2nd Half'08

Apr-09 Jun-09 Oct-09 Dec-09

% pt +/- +2 -4 -6 +3 -15 -5 -9 +7 +3 +2


“Do you think job prospects in your country over the next 12 months will be... ”

4% 4% 6% 3% 3% 2% 1% 3% 2%

48% 46% 44%31%

23%9% 13%

17% 20%

41% 40% 40%

46%47%

44%53%

53% 51%

7% 10% 10%14% 23%

42%26%

24% 21%

6% 5% 3% 7% 3% 5%

Oct 2006 May 2007 Nov 2007 May 2008 Oct 2008 Apr 2009 Jun 2009 Oct 2009 Dec 2009

Excellent Good Not so good Bad * Don't Know

Source: Nielsen – Global Online Survey Oct 2006 to December 2009Consumer Confidence – GB results* new survey response option H1 2008

72%


“Do you think the state of your own personal finances over the next 12 months will be..”

Source: Nielsen – Global Online Survey Oct 2006 to December 2009Consumer Confidence – GB results

4% 4% 5% 2% 1% 1% 2% 3% 3%

47% 46% 49%37% 34% 28% 32% 33% 36%

41% 37% 38%

44% 46%49%

49% 46% 42%

7% 12% 8%13% 14% 17% 12% 12% 14%

4% 4% 4% 6% 5% 5%

Oct 2006 May 2007 Nov 2007 May 2008 Oct 2008 Apr 2009 Jun 2009 Oct 2009 Dec 2009

Excellent Good Not so good Bad * Don't Know

* new survey response option H1 2008

56%


3% 2% 3% 2% 1% 3% 2% 2% 3%

41%36% 36%

23% 27% 26% 27% 31% 30%

46%47% 46%

51% 46% 47% 49% 41% 45%

10% 15% 15%22% 23% 23% 18% 23% 19%

2% 2% 1% 3% 3% 4%

Oct2006

May2007

Nov2007

May2008

Oct2008

April2009

June2009

Oct2009

Dec2009

Excellent Good Not so good Bad * Dont' Know Source: Nielsen – Global Online Survey Oct 2006 to December 2009

Consumer Confidence – GB results* new survey response option H1 2008

“Considering the cost of things today and your own personal finances, would you say at this moment the

time to buy the things you want and need is...”

64%


10%

15%

21%

4%

4%

5%

6%

3%

3%

3%

3%

9%

13%

19%

9%

20%

5%

5%

3%

3%

3%

3%

2%

4%

14%

12%

12%

11%

7%

6%

5%

4%

4%

4%

3%

3%

Debt

The economy

Increasing utility bills

Job security

Work/life balance

Immigration

Increasing fuel prices

Health

Global warming

Crime

Childrens' education and/or welfare

Increasing food prices

Oct-08

Apr-09

Dec-09

Source: Nielsen – Global Online Survey April 09 & October 2009Consumer Confidence – GB results

“What is your biggest concern over the next 6 months?”


12%

12%

14%

11%

5%

7%

3%

4%

6%

4%

4%

3%

2%

2%

13%

11%

6%

8%

9%

6%

8%

6%

3%

5%

4%

3%

4%

3%

25%

23%

20%

19%

14%

13%

11%

10%

9%

9%

8%

6%

6%

5%

The economy

Increasing utility bills

Debt

Job security

Increasing fuel prices

Work/life balance

Increasing food prices

Health

Immigration

Crime

Global warming

Childrens' education and/or welfare

Terrorism

Parents' welfare and happiness

Main Concern

Second Concern

Source: Nielsen – Global Online Survey October 2009Consumer Confidence – GB results

“What is your biggest and second biggest concern over the next 6 months?”

vs Oct09

=

=

=

=


56

65

8085

63

8489 86

69

98 95 95

71

9692 94

64

95

8290

Global Average GB France USA

May-08 Oct-08 Apr-09 Jun-09 Dec-09

Source: Nielsen – Global Online Survey 2008 - 2009Consumer Confidence

% answered “yes”

“Do you think your country is in an economic recession at the moment?”


26%25%26%19%

27%27%26%26%

50%48%50%68%51%47%47%52%

24%27%24%13%

22%26%26%23%

GB Dec09GB Oct09GB Jun09GB Apr09GlobalAverageDec09

GlobalAverage

Oct09

GlobalAverage

Jun09

GlobalAverage

Apr09

Yes

No

Don'tknow

Source: Nielsen – Global Online Survey October 2009Consumer Confidence

“Do you think your country will be out of an economic recession in the next 12 months?”


70%

76%

70%

72%

64%

75%

70%

69%

France

USA

GB

Global Average

Oct-09Dec-09

Source: Nielsen – Global Online Oct - Dec 2009Consumer Confidence

% answered “yes”

“Compared to this time last year, have you changed your spending to save on household expenses?”


34%

29%

33%

22%

26%

22%

23%

17%

7%

2%

6%

34%

30%

28%

23%

22%

20%

19%

13%

6%

4%

3%

40%

29%

30%

21%

21%

19%

21%

11%

8%

2%

6%

Putting into savings

Paying off debts / credit cards / loans

Holidays / vacations

Home improvements / decorating

New clothes

Out of home entertainment

I have no spare cash

New technology

Retirement fund

Don’t know/undecided

Investing in shares of stock / mutual funds

Jun-09

Oct-09

Dec-09

“Once you have covered your essential living expenses, which of the following statements best describes what you do with your spare cash...?”

Source: Nielsen – Global Online Survey 2007-2009Consumer Confidence – GB results


55%

50%

46%

43%

54%

37%

34%

34%

38%

23%

28%

24%

18%

22%

13%

12%

46%

47%

39%

43%

39%

34%

29%

27%

24%

24%

23%

19%

20%

15%

8%

7%

Spend less on new clothes

Try save on gas and electricity

Cut down on take-away meals

Switch to cheaper grocery brands

Cut down on out-of-home entertainment

Cut down on holidays / short breaks

Delay replacement of major household items

Cut down on telephone expenses

Delay upgrading technology, eg. PC, Mobile

Look for better deals on loans, insurance, credit cards

Use my car less often

Cut out annual vacation

Cut down on or buy cheaper brands of alcohol

Cut down on at-home entertainment

Cut down on smoking

I wouldn't take any actions

Jun-09

Dec-09

Source: Nielsen – Global Online Survey 2005 to 2009Consumer Confidence – GB results

Rank in 2005

2

1

4

8

7

6

n/a

9

5

3

10

11

12

13

14

“At times when the cost of living is rising rapidly, which of the following actions would you take in order

to stay within your budget: ?”

Consumer Confidence Survey GB Q4 2009 Survey field dates 4 th December to 18 th December 2009

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