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调查显示全球消费者生活方式出现根本改变

2008-10-30
生活方式,全球消费者生活方式
全球消费者生活方式
CONSUMERS DIG IN FOR A LENGTHY DOWNTURN
By Jenny Wiggins in London 2008-10-30
调查显示:全球消费者生活方式出现根本改变
作者:英国《金融时报》珍妮•威金斯(Jenny Wiggins)伦敦报道 2008-10-30

Plunging household incomes are causing dramatic changes in the way people around the world buy household goods and amuse themselves, with shifts towards cheaper items and in-home entertainment expected to last for years as consumers prepare for a long global recession.

More than half the 26,000 people surveyed in 52 countries between late September and early October by research group Nielsen believe their countries will be in recession in 12 months' time.

The most pessimistic countries were Japan, Germany, Portugal and France.

Nearly half of people surveyed said they were trying to save money by cutting back on “out of home” entertainment, such as going out to restaurants, and spending less money on new clothing, while more than one third were switching to cheaper grocery brands.

The changes are hurting sales of “non-essential” products such as mobile phones, laptop computers and clothing.

James Russo, vice-president of marketing at Nielsen, said these patterns of behaviour were likely to intensify as consumer confidence declined.

“We're seeing a fundamental shift in consumer behaviour,” Mr Russo said.

In previous recessions, such as those that occurred in the US and Europe in the early years of the decade, consumers did not significantly change the way they bought goods and services.

But with consumer confidence falling in 43 of the countries surveyed by Nielsen compared with last year (the Philippines, Brazil and Thailand are among the few countries where confidence has risen), people are changing the way they live their lives.

Big shifts are starting to occur in Greece and Italy, where eating out has long been part of the culture: nearly three-quarters of Greeks say they are staying home more, and more than half of Italians are doing the same.

More than half of the Japanese people surveyed, whose small flats make it difficult to cook, are buying fewer take-away meals.

The people who are most optimistic about being out of recession within 12 months are the Indians, the Vietnamese, the Chinese and the Russians.

Chris Morley, managing director of Nielsen China, said that while the country's previously vibrant clothing industry was slowing down, sales of packaged food and household goods were rising, particularly in regional cities such as Chengdu and Chongqing.

But in the UK, which is teetering on the edge of recession, there is one leading indicator that times are tough.

Kimberly-Clark, the US owner of the Andrex toilet paper brand, said last week that sales of toilet paper are falling in Britain. “[That] is kind of unheard of,” the company said.
由于家庭收入骤然下降,世界各地的人购买家庭用品和自我娱乐的方式发生了显著变化。在为全球长期衰退做准备之际,消费者改为购买较廉价的商品和预计可使用多年的家庭娱乐设备。

研究集团尼尔森(Nielsen)于9月底至10月初对52个国家的2.6万人进行了调查,其中超过一半的受访者相信,自己的国家将在未来12个月内步入衰退。

悲观情绪最严重的国家是日本、德国、葡萄牙和法国。


近一半的受访者表示,他们正在努力攒钱,减少了去餐馆吃饭等“户外”娱乐,削减了购置新衣的支出。同时,超过三分之一的受访者开始转向更廉价的日用品牌。

这些变化已影响到手机、笔记本电脑和服装等“非生活必需品”的销量。

尼尔森营销业务副总裁詹姆斯•罗素(James Russo)表示,随着消费者信心下降,此类行为模式可能会进一步加强。

罗素称:“我们看到消费者行为发生了根本性转变。”

在以往的衰退中(例如,本世纪初发生在美欧的衰退),消费者没有明显改变购买商品和服务的方式。

但在尼尔森调查的国家中,有43个国家的消费者信心较去年下降(菲律宾、巴西和泰国属于少数几个信心有所提升的国家之列),人们已开始改变自己的生活方式。

长久以来,外出就餐一直是希腊和意大利文化的组成部分,但两国如今已开始发生重大转变:近四分之三的希腊人表示,他们呆在家里的时间更长了,而超过半数的意大利人也在这样做。

超过一半的日本受访者减少了外卖的购买,尽管日本公寓狭小,不适合烹饪。

对于未来12个月能否摆脱衰退,态度最为乐观的是印度人、越南人、中国人和俄罗斯人。

尼尔森中国区董事总经理柯瑞斯(Chris Morley)表示,尽管中国曾经充满活力的服装业正在放缓,但包装食品和家用商品的销量不断上升,尤其在成都和重庆等地方城市。

但在处于衰退边缘的英国,有一个领先指标显示,日子并不好过。

厕纸品牌Andrex的美国母公司金佰利(Kimberly-Clark)上周表示,英国的厕纸销量正在下降。该公司称:“(这)可以说是前所未闻。”

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