Majority of Thai consumers claim lives are back to normal following unrest : Nielsen

Nielsen's integrated study report comprises insights from an online survey (targeting 500 internet users aged 18 and above), Nielsen Retail Audit, Nielsen Homescan Consumer Panel, Nielsen Television Audience Measurement and Nielsen Radio Ratings. Among the key findings and insights include:

• TV viewership in Bangkok up 23 per cent (13-21 May 2010) compared to same period in 2009
• FMCG growth slowed in May 2010 to 4.9 per cent vs. 8 per cent in April 2010 as consumers focused on purchasing necessity products
• Changes in consumer behaviour include more focus on increasing savings, life insurance coverage, spending quality time with family 

TV & Internet - the most influential sources of information, but non-traditional media important too.

When asked about the main sources of information during the unrest, most Thai consumers claimed TV (95 per cent) was their key source of information, followed closely by Internet (94 per cent), Newspaper (76 per cent) and Radio (43 per cent). Interestingly, consumers also indicated non-traditional sources of news such as online blogs (35 per cent) and Twitter (25 per cent) were important channels too, perhaps reflecting a need to engage and interact with one another. 

Nielsen observed significant increases in TV viewership and radio listenership in mid May 2010 as consumers were eager for the latest news and updates during the crisis.

During 13-21 May 2010 the number of people in Bangkok who watched TV increased by 23 per cent compared to the same period in 2009. On Wednesday 19 May, when the Red-Shirt sites were reclaimed and the curfew started, the number of people watching TV increased by 36 per cent compared to the same day last year. Similarly, the number of people who listened to the radio in May 2010 increased by 14 per cent.

FMCG

Nielsen's Retail Index indicated that overall FMCG growth slowed in May 2010 to 4.9 per cent vs. 8 per cent in April 2010 as consumers focused on purchasing necessity products. 

"During the political unrest, we observed more people eating at home. This meant that more Bangkok households purchased categories such as rice and frozen food. At the same time, households stocked up on other basic food categories including fresh food, milk powder, instant noodle, canned fish and ready-to-eat meals" said Aaron Cross, managing director of consumer, Nielsen Thailand.

"The negative impact of the Red-Shirt protests in May on FMCG growth was slightly more prevalent in greater Bangkok than upcountry. However, we are of the view that FMCG growth will return to normal from June".

Consumers to focus on value, quality time with family and savings after the unrest.

Nielsen's study indicates that 7 even out of 10 consumers expected their lives would return to normal immediately or within a month after the political unrest.

Following the May unrest, more consumers indicate they plan to focus on spending more quality time with family (53 per cent), staying at home (49 per cent), saving (39 per cent) and seeking value for money (25 per cent).

"The events of May were significant.  Subsequently we have seen a rise in national pride as Thailand looks to recover and get back on its feet in the second half of 2010.  This is evidenced by one quarter (24 per cent) of consumers indicating they are planning to buy more Thai products post the May events," said Cross.

When asked about their financial plans after the unrest, consumers claimed they plan to increase deposits in saving accounts/ fixed savings (31 per cent), increase Omsin Lotto (30 per cent), gold (22 per cent) and increase life insurance (20 per cent) in their future investment portfolios. 

Favorite shopping malls to go.

After Bangkok's largest shopping mall Central World was destroyed by fires, Bangkok residents visited The Mall Bangkapi (27 per cent) as their favorite alternative place to go for shopping, dining or hanging out - followed by Central Pinklow (23 per cent), JJ market (22 per cent) and Central Ladprao (21 per cent).