Nielsen’s Website, Essay Example

Nielsen’s website provides an insight into current and future consumer behavior. The site’s video entitled “Who are the Global Consumers” advises business owners and the general public about some important global population shifts. The way consumers get information, do their shopping, or engage with friends is rapidly changing. While the “middle class” with spending power and a comfortable life is growing worldwide, the general population growth speeds up urbanization. By 2030, the middle class will have 2 billion more members worldwide. At the same time, the population is aging, and by 2025, the number of people aged 65 or over will increase by 290 million. Today’s consumers are driving technological developments forward, and the middle class has an increased spending power.

On the Careers link of the site, three different employees talk about their experience with working for Nielsen. They all come from a different background, but found the work interesting. They also state that the company empowers employees and promotes creativity, which is a positive aspect.

Two of the market reports created by Nielsen were also reviewed. One is about the generation of the Millenials (Millenials: Breaking the Myths), and the other one about “The Digital Consumer”. Both reports focus on trends and statistics in a way that it can benefit people who are looking to start or expand a business. Millenials are found to have an entrepreneurial spirit, and they are looking for deals and products with a personal touch. The digital consumer, on the other hand, is a general term and covers all generations who are technologically competent. The new category of these customers is the “broadband-only” group, who usually own gaming devices and stream movies online.

Reviewing the site has helped me understand consumer trends around the world better, and studying customer behavior further would help me identify the right channels for communicating with potential clients. It is likely that businesses using traditional media channels for targeting audiences will have a lower conversion rate than those that consider the latest trends.