While social networks are becoming increasingly important in product discovery, they are used much more in Africa, the Middle East and Latin America than in Europe and North America. A recent Nielsen study shows that consumers in developing countries are the most likely to try a product they have never bought before;
A recent Nielsen study"Global New Product Innovation Report" shows that consumers in developing countries are the most likely to try a product they have never bought before. More than half of respondents from Asia-Pacific (69%), Africa and Middle East (57%) and Latin America (56%) can be qualified as"testers" since they report having purchased a new product during their last store visit, compared to 44% of Europeans and 31% of North American respondents.
Behind the European average are large disparities: Turkey (73 %) and Romania (68 %) have the highest percentage of"testers", while Denmark and the Netherlands close the gap (25 % for both countries). With 36 % of'testers', France is behind most of its direct neighbours such as Italy (57 %), Spain (42 %) and Germany (41 %).
"Developing countries can be attractive markets for the diffusion of new products because of their younger population, the rise of the middle class and their attraction for"affordable luxury", said Rob Wengel, Head of Innovation at Nielsen USA. " But consumer needs and expectations in these developing countries can vary considerably from those in more mature markets, so finding the right product mix requires a market-by-market approach.
