Nielsen_Innovation尼尔森新产品成功的12要素报告

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中国创新-尼尔森

中国创新
创新
商战如棋。棋之道，起于调兵遣将，精于步步为营。博弈于风起云涌的中国市场上，尼尔森竭诚辅佐您立足落子之时，放眼十步之遥，运筹ቤተ መጻሕፍቲ ባይዱ幄，决胜千里。
品牌如何在中国创新？如何才能引领市场发展？企业面临八个关于在中国创新的迷思： 1) 中国≠ 创新？ 2) 在中国创新= 成功的保证？ 3) 中国≠其他国家？ 4) 创新者> 追随者？ 5) 跨国企业= 创新者？ 6) 本土企业= 追随者？ 7) 本土品牌= 低端品牌？ 8) R&D研发花费= 成功？
中国≠其他国家？
尼尔森通过对78个变量分析，发现了12个成功秘诀
概念独特性方面2个要素：“与众不同的概念陈述”+“吸引关注” 消费者沟通2个要素：“易懂并易传播的信息”+“高度焦距的信息” 概念吸引力2个要素：（兴趣所在）“潜在需求”+“独特解决方案”+“可信赖的”+“没有局限性” 销售网点2个要素：“容易在销售点被找到”+“可接受的价格” 长远销售能力2个要素：“产品表现达到期望”+“被消费者长期接受”
在中国创新= 成功的保证？中国人口众多，相应地购买力巨大，在中国企业只要有创新就一定会取得成功吗？中国市场潜力=13亿人口x10%的渗透率x每年购买一次x每次花费人民币10元=13亿人民币
尼尔森研究发现，在中国创新并不容易，品牌创新需要正确而持久的市场策略以及渠道策略的支持，否则，创新只是昙花一现，很难取得长久的成功。细数中国跨国企业的创新品牌：潘婷、奥妙、高露洁，取得今天的销售成果，都源于在中国市场的精耕细作，将产品组合、铺货、售卖点等要素做得相当完善。

尼尔森十大原则案例

尼尔森十大原则案例尼尔森十大原则是指用户界面设计的十个基本原则，它们是由尼尔森（Jakob Nielsen）提出的。

这些原则旨在帮助设计师创造出易用、有效、满足用户需求的用户界面。

下面是关于尼尔森十大原则的十个案例：1. 可视化系统状态：在用户界面中，应该提供明确的指示来显示系统的当前状态，以便用户知道系统正在进行什么操作，例如进度条、加载动画等。

2. 一致性和标准化：用户界面应该保持一致性和标准化，以便用户能够快速熟悉和理解界面的操作方式，减少学习成本。

3. 避免用户记忆负担：用户界面应该尽量减少用户的记忆负担，提供明确的标签和指示，避免要求用户记住复杂的操作步骤或信息。

4. 灵活和效率：用户界面应该设计得灵活和高效，让用户能够快速完成任务，例如提供快捷键、自定义设置等功能。

5. 可识别性：用户界面中的操作和功能应该能够被用户轻松识别和理解，例如使用直观的图标、标签和按钮来表示功能。

6. 反馈和响应性：用户界面应该提供及时的反馈和响应，让用户知道他们的操作是否成功，例如显示成功提示、错误提示等。

7. 错误预防和处理：用户界面应该设计得能够预防用户的错误操作，并提供相应的处理机制，例如确认对话框、撤销功能等。

8. 简化和直观：用户界面应该尽量简化和直观，避免复杂的设计和冗余的功能，让用户能够快速理解和使用界面。

9. 帮助和文档：用户界面应该提供帮助和文档，以便用户能够快速了解和解决问题，例如提供在线帮助、用户手册等。

10. 美观和一致：用户界面应该设计得美观和一致，以提高用户的满意度和体验，例如使用统一的颜色、字体、布局等。

以上是关于尼尔森十大原则的十个案例，这些原则可以帮助设计师创造出用户友好的界面，提高用户的满意度和体验。

产品创新的成功总结

产品创新的成功总结一、引言随着时代的发展和市场的竞争日益激烈，产品创新在企业经营中扮演着至关重要的角色。

本文将总结产品创新的成功要素，并提出一些建议，以帮助企业在产品创新中取得更好的成果。

二、深入理解市场需求产品创新的首要任务是深入了解市场需求。

只有真正了解消费者的痛点、期望和趋势，企业才能推出符合市场需求的产品。

为此，企业应该开展市场调研，与消费者进行沟通，了解他们的需求和反馈。

同时，关注行业趋势和竞争对手的动态，及时调整产品方向。

三、注重技术创新技术创新是产品创新的核心，对于企业来说至关重要。

企业应该投入人力和财力，在研发团队上下功夫，不断提升技术实力。

同时，建立良好的开放合作关系，与科研机构和供应链合作伙伴进行深度合作，充分利用外部资源和技术优势。

四、强化设计能力产品的外观设计和用户体验对于产品的成功至关重要。

优秀的设计可以吸引消费者的眼球，提升产品的竞争力。

因此，企业应该加强设计团队的建设，培养设计人才，注重用户体验的研究，不断优化产品的设计和界面。

五、灵活的组织架构产品创新需要团队的协作和默契配合。

建立一个灵活、高效的组织架构对于产品创新至关重要。

企业应该鼓励创新思维和跨部门沟通，打破组织壁垒，激发团队成员的创造力，建立相互信任和协作的关系。

六、积极倾听用户反馈用户反馈是改进产品的重要依据。

企业应该积极倾听用户的意见和建议，对用户的反馈进行及时分析和总结。

并根据用户的需求调整产品的功能和性能，不断提升产品的品质。

七、品牌建设与市场推广产品创新的成功也需要品牌建设和市场推广的支持。

企业应该注重品牌形象的建立和传播，塑造良好的企业形象和产品形象。

同时，采用差异化的市场推广策略，提升产品的知名度和销售额。

八、持续创新与迭代改进产品创新是一个持续不断的过程，企业不能停止创新的脚步。

持续创新和迭代改进是产品成功的关键。

企业应该时刻关注市场和用户的变化，不断优化和改进产品，以保持竞争力并满足用户需求。

尼尔森中国突破性创新2015报告

尼尔森中国突破性创新报告
2015年9月
1
前言
在过去14年中，我参与了上千个在中国市场上新产品从孕育到上市的过程，与客户市场营销团队共同经历了成功的喜悦，也痛心过失败的教训。新品上市的激动与挫折并行着，而最让大家唏嘘的，是这个市场以无各比拟的速度斗转星移，而令新品成功的秘诀却又如此难以获得。我们一直在寻找，因为我们唯一的使命就是帮助新品增加成功几率，降低上市风险。
需求驱动的创新体系
需求驱动洞察机会
需求驱动发展与优化
需求驱动激活上市
优秀的
领导力
实践中学习和改进
实时表现监管
11
突破性创新报告
N 执行
三个让需求驱动创新变得困难的原因
绝大多数的创新工作仅仅是为了维持
惯性的力量非常强大
如果要成为突破性创新，其所能允许的失误很小
渐进式创新是常见的改善现有产品的途径。因此，当那些罕见的转型机会出现时，与原来截然不同的能力要求去很好地执行这种创新的能力就会非常容易被忽略。
13
突破性创新报告
1
城市记忆系列风味酸牛奶
2
黑人超白竹炭深洁牙膏
3
大王GOO.N维E系列婴儿纸尿裤
4
海之言
5
妮维雅男士水活畅透精华露
6
奥利奥巧轻脆
7
施华蔻斐丝丽睡莲水养洗发露
Copyright @2015 The Nielsen Company
获奖者聚焦
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获奖者聚焦 #1
城市记忆系列风味酸牛奶
6

我们的目的
为重大突破喝彩
这份报告的主要目的是为突破性的创新喝彩。能与那么多获胜者一起见证他们成功的全过程对我们来说是一种殊荣：从最早的探索到严谨的每一次尝试，从概念发展、到产品上市，并见证其不断地成长。

产品创新体系尼尔森

9
Copyright ©2012 The Nielsen Company. Confidential and
3.新生代群体逐渐成为食品饮料厂商最关注的群体之一，产品多在包装上出奇，打造幽默，可爱的形象，赢得了消费者的青睐。
市面上主打新生代的饮品
“小茗同学”系列冷泡茶饮品-从新颖的包装和潮流的品牌口号为主打，给予年轻消费者新奇、有趣的产品体验，获得好评。
重新定位Brand Restage
品牌延伸Brand Stretch
3
Copyright © 2014 The Nielsen Company. Confidential and proprietary.
消费者需求驱动的产品创新体系及尼尔森解决方案
发现市场机会
发展与优化
激活上市
上市构思
机会
创意概念生成/开发产品发展准备上市
“水趣多”采取了新奇可爱的包装-酸奶垂滴下来的立体感，简约大气，萌萌的，为年轻消费者打造创意和有趣的饮料。
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pyright ©2012 The Nielsen Company. Confidential and
4.儿童群体正逐步受到关注，除了突出其营养成分外，产品在包装和食用时突出“乐趣”成分，好吃又好玩，获得消费者的喜爱。
2.DIY产品增进了消费者与产品的互动，带给消费者更具趣味性的产品体市场验上的新品
奥利奥推出了新款的类似西班牙油条的饼干，并配上奶油酱和不同的口味选择，让消费者快乐畅享，任意调配属于自己的美味，在美国上市后获得了消费者的认可。
日本新推出了需消费者用牙签戳破凸显超弹口感的气球布丁。每一颗都饱满浓浓的奶香味，超Q超弹，还附赠焦糖酱，撒上后，妙不可言。

新产品成功的12个关键步骤

新产品成功的12个关键步骤12个关键步骤：1. 独特定位你的产品必须⾮常新颖；必须是⼈们真正需要的东西。

它的价值是什么呢？第⼀步就是真正的评估该产品是否具有独特的定位。

2. 吸引注意不论你的产品如何创新和富有⽣产⼒，它都需要吸引客户的关注才能创造销量。

公司需要关注潜在客户的兴趣和关注。

3. 信息传递当消费者在货架旁决定买什么的时候，产品就要拥有⾃⾝优势⽽形成销售。

你的标签和包装应该创造⼀种“使命”，让消费者可以理解产品到底是什么。

4. 清晰，简洁的信息⼈们不希望花很长时间读懂你的产品标签，因此你传达的信息必须是简短、灵活并且到位的。

5. 满⾜需求⼈们在经济衰退时期会紧裤腰带过⽇⼦，因此唤醒消费者对产品的真正需求，对产品⽽⾔是最重要的。

⽅便、实⽤是⼀款成功产品必要的两个属性。

6. 优势了解你的产品为什么与众不同。

消费者在商店购物时，会有很多相同类型的商品可供选择，因此产品的优势越清晰，越有吸引⼒越好。

7.可信度包装、⼴告、优惠券等等有很多信息，但是消费者只关⼼⾃⼰看到的，和其价值是否符合价格。

那么你的信誉从何⽽来呢?他们相信你的品牌？你的⽬标客户是否会选择⼀个新的品牌？8. 没有壁垒⼏乎每个产品都有缺点。

确保在消费者发现之前识别这些缺点，并且确认该缺点不会影响产品的成功。

9. 容易获得某产品可能是世上从来没有过的创新产品，但是除⾮消费者看到它，否则他们永远也不会知道。

怎样才能使消费者看到产品呢？谁是你的客户？什么是让⼤家看到产品的最好⽅式呢？10. 可接受的花费和没有壁垒类似，消费者在购买和使⽤你的产品的时候要觉得物有所值。

这种感觉上的“物有所值”可能是很多信息，可能是零售的价签，也可能是某种模糊意义上的关联，⽐如卡路⾥数量，你只有寻找后才会发现它实际的意义。

11. 产品交付当消费者看到并且相信你的⼴告和信息的时候，你的产品也要不负期望。

公司需要花时间确认他们的产品最起码是像⼴告⾥⾯说的⼀样。

12. 产品忠诚度很多公司可能都拥有“⼀击即中”的神奇产品，但是要想在较长的⼀段时间⾥保持产品的成功，公司就需要培养消费者对产品的忠诚度。

产品创新报告的关键成功因素和案例分析

产品创新报告的关键成功因素和案例分析一、市场调研和需求分析市场调研和需求分析是产品创新报告的重要组成部分。

首先，需要对市场进行调研，了解消费者的需求和偏好，掌握竞争对手的产品特点和市场份额。

通过市场调研，可以发现潜在的市场机会，并为产品创新提供方向。

例如，苹果公司在推出iPhone之前，进行了大量的市场调研和需求分析，深入了解消费者对移动通信设备的需求。

他们发现用户对手机的需求不仅仅是通话功能，还需要能上网、照相等多种功能。

基于这些调研数据，苹果开发了一款功能强大、易于使用的智能手机，成功地抢占了市场份额。

二、创新思维和团队合作创新思维和团队合作是产品创新报告成功的关键要素。

创新思维意味着超越传统思维模式，敢于挑战常规，寻找新的解决方案。

团队合作则可以汇聚各种不同的专业知识和技能，为产品创新提供全面支持。

谷歌在开发自动驾驶汽车时展现了创新思维和团队合作的重要性。

他们组建了一个跨学科的团队，包括工程师、设计师和心理学家等，共同研发出了一款具有安全性和可靠性的自动驾驶汽车。

这个团队的创新思维和紧密的团队合作，推动了自动驾驶技术的发展。

三、技术研发和不断迭代技术研发和不断迭代是产品创新报告的核心要素。

技术研发可以促使产品不断突破和提升，满足市场需求。

而不断迭代则可以根据用户反馈和市场变化，及时调整产品的功能和设计。

当今科技巨头腾讯在“微信”产品上的技术研发和不断迭代是一个成功的案例。

微信从最初的即时通讯工具发展为一个综合性社交媒体平台，拥有朋友圈、公众号、微信支付等多种功能。

腾讯通过持续进行技术研发和不断迭代，不断提升微信的用户体验，使其成为全球最受欢迎的社交媒体平台之一。

四、用户体验和品牌建设用户体验和品牌建设是产品创新报告成功的重要因素。

用户体验直接关系到产品的市场接受度和用户满意度。

而品牌建设可以增强产品的市场竞争力和品牌忠诚度。

特斯拉公司在电动汽车市场的成功，与其出色的用户体验和品牌建设密不可分。

尼尔森十大用户体验设计原则

尼尔森十大用户体验设计原则1. 引言1.1 概述概述：尼尔森十大用户体验设计原则是由Nielsen Norman Group提出的一套指导设计师在创建用户界面时应遵循的基本原则。

这些原则是在多年的研究和实践中总结出来的，旨在提升产品的可用性、用户满意度和用户体验。

在当今数字化和互联网时代，用户的期望和需求不断增加。

用户希望以最简单、最直观的方式与产品进行交互，并期待能够快速、高效地完成任务。

用户体验设计作为一门学科，致力于设计和实现令人愉悦、有效的用户界面，以满足用户的需求。

尼尔森十大用户体验设计原则可以被视为是实现这一目标的指南。

这些原则涵盖了从可用性到可理解性、从访问性到吸引力等多个方面。

它们为设计师提供了一种系统的方法来创建用户友好的产品。

本文将深入探讨尼尔森十大用户体验设计原则的具体内容，包括每个原则的定义、应用示例以及实践建议。

通过学习和理解这些原则，设计师能够更好地抓住用户需求，提供更好的用户体验。

接下来，我们将详细介绍每个原则，并探讨如何将它们应用到实际设计中。

通过阅读本文，您将能够获得关于用户体验设计的深入了解，并可以将这些原则应用到您自己的设计项目中，为用户提供更好的体验。

下一节，我们将开始介绍尼尔森十大用户体验设计原则中的第一个要点，希望您能够继续阅读并从中获益。

1.2 文章结构：本文按照以下结构来展开论述：第一部分是引言部分，包括概述、文章结构和目的。

在概述部分，将简要介绍尼尔森十大用户体验设计原则的重要性和应用背景。

接着，在文章结构部分会说明整篇文章的组织结构和各个章节的主题内容。

最后，在目的部分会明确写作本文的目标，即全面介绍和深入探讨尼尔森十大用户体验设计原则。

第二部分是正文部分，主要探讨尼尔森十大用户体验设计原则的具体内容。

在第一要点中，将详细介绍其中的五个原则，并分别进行解释和举例说明。

这五个原则包括用户控制与自由、一致性与标准化、可被识别与适应性、可预见性与反馈、简洁与明确。

尼尔森食品数据分析报告(3篇)

第1篇一、引言随着我国经济的快速发展和人民生活水平的不断提高，食品行业已成为我国最具活力和潜力的行业之一。

尼尔森（Nielsen）作为全球领先的市场研究公司，长期致力于为食品企业提供专业的市场分析服务。

本报告将基于尼尔森食品数据分析，对食品行业的现状、发展趋势及市场潜力进行深入剖析。

二、尼尔森食品数据分析概述1. 数据来源本报告所使用的数据来源于尼尔森公司提供的食品行业市场研究报告，涵盖了食品行业的多个细分领域，包括方便食品、休闲食品、肉类、乳制品、饮料等。

2. 数据分析方法本报告采用定量分析与定性分析相结合的方法，对尼尔森食品数据分析结果进行解读，旨在揭示食品行业的市场趋势和潜在机会。

三、食品行业现状分析1. 市场规模根据尼尔森数据，我国食品行业市场规模持续扩大，2019年市场规模达到14.6万亿元，同比增长7.5%。

预计未来几年，我国食品行业市场规模仍将保持稳定增长。

2. 市场结构从市场结构来看，我国食品行业呈现出以下特点：（1）方便食品市场占据主导地位，市场份额逐年上升；（2）休闲食品市场发展迅速，市场份额持续扩大；（3）肉类、乳制品、饮料等传统食品市场保持稳定增长。

3. 消费趋势（1）健康饮食理念深入人心，消费者对食品的品质、安全、营养等方面要求越来越高；（2）便捷化、个性化、多样化的消费需求日益凸显；（3）线上购物渠道快速发展，成为食品消费的新趋势。

四、食品行业发展趋势分析1. 健康化随着人们生活水平的提高，健康饮食观念逐渐深入人心。

食品企业应加大研发投入，推出更多符合健康标准的食品产品，以满足消费者需求。

2. 便捷化消费者对食品的便捷性要求越来越高，食品企业应加快产品创新，推出更多符合消费者需求的便捷食品。

3. 个性化消费者对食品的个性化需求日益凸显，食品企业应注重产品差异化，满足消费者多样化的需求。

4. 线上线下融合随着互联网技术的不断发展，线上线下融合成为食品行业发展的新趋势。

食品企业应积极拓展线上渠道，实现线上线下融合发展。

尼尔森报告

尼尔森报告尼尔森（Nielsen）是全球领先的市场调研和信息公司，致力于提供消费者行为数据和市场分析，帮助企业实现业绩增长和市场竞争优势。

尼尔森的报告是商业决策者和市场营销人员的一项重要参考，为他们提供了关于市场趋势、消费者洞察力和行业竞争情况等方面的重要信息。

尼尔森报告的重要性主要体现在以下几个方面。

首先，尼尔森通过大规模的数据收集和分析，能够提供客观全面的市场情报。

所收集的数据来自于不同渠道的销售数据、消费者购物行为数据、广告效果数据等，涵盖了各个行业和市场细分的情况。

这些数据可以帮助企业了解市场的变化趋势、消费者的需求变化以及竞争对手的动态，帮助企业做出有效的市场战略决策。

其次，尼尔森报告能够提供深入的消费者洞察力。

尼尔森通过对消费者进行调查和研究，能够了解消费者的购买意愿、购买习惯和购买动机等方面的信息。

这些信息对企业来说非常重要，可以帮助他们更好地理解消费者需求，优化产品设计和定价策略，提升产品在市场上的竞争力。

此外，尼尔森报告还能够提供行业竞争情况的分析。

通过对市场中各个竞争对手的销售数据和市场份额的分析，尼尔森能够帮助企业了解自身在市场中的地位和竞争力，找到自身的优势和劣势所在，制定战略来提升自己的市场地位。

最后，尼尔森报告还能够提供广告效果的评估。

尼尔森通过对广告投放的时间、地点和频次等方面的分析，能够帮助企业评估广告的效果，了解广告对消费者购买行为的影响，从而优化广告投放的策略和效果。

总之，尼尔森报告作为市场调研和信息分析的权威机构，提供了市场数据、消费者洞察和竞争情况的分析，对企业的市场战略和决策具有重要意义。

企业可以根据尼尔森报告提供的信息，了解市场的发展趋势、消费者需求的变化和竞争对手的动向，从而制定出更有针对性的市场营销策略，提高业绩和市场竞争力。

简述尼尔森十大可用原则

简述尼尔森十大可用原则
尼尔森十大可用原则是由尼尔森（Jakob Nielsen）提出的一组设计原则，旨在帮助设计师创建易用、直观和用户友好的界面。

以下是对尼尔森十大可用原则的简要概述：
1. 可视化系统状态，通过清晰的界面元素和反馈机制，让用户了解系统当前的状态和进程，以便用户知道发生了什么，以及他们可以采取什么操作。

2. 保持一致性，在整个界面中保持一致的设计风格、布局和交互模式，使用户能够轻松理解和预测界面的行为。

3. 提供反馈和确认，及时地向用户提供反馈，确保用户的操作得到响应，并通过确认对用户的行为进行验证，避免用户的不必要错误。

4. 减少记忆负担，设计界面时，尽量减少用户需要记忆的信息量，通过直观的界面元素和明确的标识，使用户能够轻松找到他们需要的信息或功能。

5. 简化用户界面，避免过多的复杂性和冗余，简化用户界面的
设计，使用户能够快速而直观地完成任务。

6. 提供明确的导航，确保用户能够清晰地理解和使用导航系统，通过明确的标签和导航元素，帮助用户准确地定位和浏览内容。

7. 设计可识别的语言，使用用户熟悉和易于理解的语言，避免
使用模糊或专业术语，以便用户能够轻松理解和操作界面。

8. 避免用户错误，通过设计防止用户犯错的界面，例如提供撤
销和重做功能，或者在关键操作前提供明确的警告。

9. 提供帮助和文档，为用户提供易于访问和理解的帮助文档和
支持信息，以便用户在需要时能够获取必要的指导和解答。

10. 优化界面反应速度，确保界面的响应速度快，减少用户等
待的时间，以提升用户体验和满意度。

这些原则可以帮助设计师在创建用户界面时关注用户体验，提
高界面的可用性和易用性。

mkt行业报告尼尔森

mkt行业报告尼尔森尼尔森（Nielsen）是全球领先的市场调研和数据分析公司，其行业报告被广泛应用于各个行业，为企业决策提供重要参考。

尼尔森的市场调研报告涵盖了消费者行为、市场趋势、品牌表现等多个方面，为企业提供了宝贵的市场洞察和竞争情报。

本文将对尼尔森的行业报告进行分析和解读，以帮助读者更好地理解和利用这些报告。

首先，尼尔森的行业报告涵盖了多个行业和领域，包括零售、快消品、媒体、电子商务等。

这些报告通过大数据分析和调研手段，对消费者行为、市场趋势、品牌表现等进行深入研究，为企业提供了全面的市场情报。

这些报告不仅可以帮助企业了解市场的整体情况，还可以帮助企业发现市场的细分机会和潜在的增长点。

其次，尼尔森的行业报告具有权威性和可靠性。

作为全球领先的市场调研和数据分析公司，尼尔森拥有丰富的行业经验和专业的研究团队，其报告所使用的数据和方法都经过严格的验证和审查，具有很高的可信度和准确性。

因此，企业可以放心地依赖这些报告，进行决策和战略规划。

另外，尼尔森的行业报告还具有实用性和操作性。

这些报告不仅提供了丰富的市场数据和分析结果，还提供了具体的建议和指导，帮助企业更好地应对市场挑战和机遇。

通过对这些报告的深入研究和理解，企业可以更好地把握市场动态，制定更有效的营销策略和产品策略，提升自身的竞争力和盈利能力。

最后，尼尔森的行业报告还具有前瞻性和预测性。

通过对市场趋势和消费者行为的分析，这些报告可以帮助企业预测未来的发展方向和趋势，为企业的长期发展提供重要的参考。

这对企业制定长期战略规划和未来投资决策具有重要意义，可以帮助企业更好地把握市场机遇，避免市场风险。

总之，尼尔森的行业报告是企业决策的重要参考，具有权威性、可靠性、实用性和前瞻性。

通过对这些报告的深入研究和理解，企业可以更好地把握市场动态，制定更有效的营销策略和产品策略，提升自身的竞争力和盈利能力。

希望本文对读者能够有所帮助，更好地利用尼尔森的行业报告。

尼尔森报告

尼尔森报告
尼尔森报告（Nielsen Report）是一个针对市场和消费趋势进行研究的文献，由尼尔森公司编制发布。

该报告主要关注消费者如何购买、使用和参与各种产品和服务，以及哪些因素影响了他们的购买决策和品牌忠诚度。

尼尔森报告包括许多专业领域，如消费者行为、新兴技术、社会趋势、零售、快速消费品、媒体、数字营销等。

该报告旨在为市场营销及业务领导们提供重要的数据和见解，以助其制定更明智、智能的商业决策。

尼尔森报告的订阅者包括全球各行各业的企业、品牌及政府机构，以及学术研究人员等。

这些订阅者利用该报告的信息，可以更好地了解消费者行为和市场趋势，不断地调整其商业策略，从而能够在竞争激烈的市场中取得成功。

nielsen(尼尔森)报告

June 2009How Teens Use MediaA Nielsen report on the myths and realities ofteen media trendsINSIDE:How teens use…TV, Online andMobile VideoInternetMobile PhonesGamesMoviesMusicAdvertisingTeens watch less online video than •most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 25–34, but recall ads better when watching TV shows online than they do on television.Teens read newspapers, listen to the •radio and even like advertising more than most: Teens who recall TV ads are 44% more likely to say they liked the ad. Teens play video games, but are as •excited about play-along music games and car-racing games as they are about violent ones: Just two of their top five most-anticipated games since 2005 are rated “Mature.”Teens’ favorite TV shows, top websites •and genre preferences across media are mostly the same as those of their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.Ephebiphobia is the irrational fear of youth, rooted in the Greek “ephebos” for youth, and “phobos,” for, well, phobia. While the term was coined just 15 years ago, a curiosity and mystique around youth and their behavior has long beena cultural obsession. Consider these Newsweek covers over the decades: “Let’s Face It: Our Teenagers Are Out of Control” in 1954; “The Teenagers: A Survey of What They’re Really Like” in 1966; “The Secret Life of Teens” in 1999 and “Why Teens Do Stupid Things” in 2006, reflecting society’s long-held view that teens are downright troublesome—or a form of alien life.In media and marketing, ephebiphobia shows up in the constant and frenetic quest to understand how teens use media, made murky by assumptions that teens somehow behave radically differently than their parents and other consumers. We sometimes fall prey to the notionthat teen habits are changing so quicklyand dramatically that they run counter tobroader cultural trends, are unknowableand unmeasurable, constantly evading ourunderstanding and engagement.The fact is, teens are unique, but they arenot as bizarre and outlying as some mightpresume. Sure, they are the digital natives,super-communicators and multi-taskerswe hear so much about, but they are alsothe TV viewers, newspaper readers andradio listeners that some assume they arenot. What we have found, across a varietyof studies, is that teens embrace newmedia not at the cost of traditional media,but in supplement to it. Taken on whole,teens exhibit media habits that are moresimilar to the total population than not.Globally, there are more than 1.2 billionpeople ages 10–19, according to the U.S.Census. Of those, there are about 33million teenagers ages 13–19 in the UnitedStates. Beyond sheer mass, this demo-graphic wields tremendous influence—ontheir peers, their parents and the cultureat large. As well, the formative nature oftheir years has implications for everythingfrom consumer packaged goods marketingto the democratic process.Understanding the reality of how teensuse media is critical—not just for business,but for civic, cultural and social pursuits.This paper examines teens in the U.S. andin many of the international markets thatNielsen measures. Our findings challengea whole host of assumptions about themedia habits of this generation—offeringa few surprises as we separate mythfrom reality.Executive SummaryIt’s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is excit-ing, but false.To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macro-level trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents.In this report, “How Teens Use Media,” we debunk the myths and give you the hard facts.Teens are NOT abandoning TV for •new media: In fact, they watch moreTV than ever, up 6% over the past fiveyears in the U.S.Teens love the Internet…but spend •far less time browsing than adults:Teens spend 11 hours and 32 minutesper month online—far below theaverage of 29 hours and 15 minutes. Introduction In a word, teens are “normal.”It’s true: the media universe is expanding for teens. Social networks play an in-creasingly important role (about half of U.S. teens use Facebook) and now many teens access the Web over their phones (37% in the U.S.) Teens time-shift video with DVRs and they place-shift on their video MP3 players. Yet teens are not unique in this media revolution. The media experience has evolved and cross-platform engagement will be criti-cal to reaching all consumers, not just teens. Media innovations have impacted everyone’s experience—not just the High School Musical set.So don’t reconfigure the playbook. Discard the assumption that, as a rule, teens are “alien” and plan for them as you would any demographic segment—with careful attention and calculus, not panic. Keep your eye on the averages, keep your head on your shoulders, and before you rewire your system, remind yourself: Teens are people, too.12Of course there is no “typical” teen-age consumer, just as really there is no typical consumer overall. The segmented behavior of extreme teen users, teens of different races or genders and teens in different regions, internationally and domestically, is poorly represented by averages. But what averages conceal in variation, they make up for it in perspec-tive. A summary view of media behavior is particularly useful when examining teens, since you may know or envision outliers of this segment and mistake their behavior as representative.^For directional purposes only, this table estimates daily U.S. teen media use across a variety of platforms based on a range of Nielsen sources from 2008 and Q1 2009. Details of these estimates are contained in the body of this paper.Source: The Nielsen CompanyMore Focused Than You ThinkMyth: Teens use media—10 screens at a timeReality: Teens are more likely than adults to use their media one at a timePopular opinion is that teen media consumers are constantly surrounded by multiple media, but the image of the “typical” teen listening to an iPod, watch-ing TV, texting and browsing the Internet all at the same time, it turns out, is grossly misrepresentative.In 2007, Ball State University’s Center for Media Design conducted an obser-vational study of teen media use, “HighSchool Media Too,” (2007). In the study, researchers found that 23% of the media time among observed teens was concur-rent media exposure, where two or more media were in simultaneous use. Put dif-ferently, 77% of the time observed, teens were consuming media they were using just one at a time.This level of concurrent use is lower than Ball State researchers saw in older media consumers in the now famous Middletown Media Studies research, also a product of the Center for Media Design. There, 31% of adult media time was concurrent exposure.While teens do multi-task in their media experience, their concurrent behavior may actually be lower than it is among adults. The myth that concurrent exposure is the norm, for teens in particular, sets an important framework as we explore the breadth of the teen media experience.3The most popular genres for U.S. teens are Evening Animation, Participation/Variety and General Drama. Family Guy and American Dad drive the animation category, while the huge popularity of American Idol, the top U.S. show for teens in 2008, has everything to do with Participation/Variety’s performance. Idol was the top U.S. program among teens in 2008—as it was for everyone else.Video: Boob Tube or YouTube?Myth: Teens are abandoning TV for new mediaReality: Wrong. They’re watching more TV than everHands down, television is still thedominant medium of choice for teenagers. Nielsen’s most recent A2M2 Three Screen Report showed that the typical teen tele-vision viewer watched 104:24 (hh:mm) of television per month in the first quarter of 2009. While less than the average for all television viewers (153:27), it tops Nielsen estimates of teen Internet use over the course of a month (11:32).3:08:333:36:002:24:001:12:000:00:001:33:290:59:420:00:203:20:041:58:230:37:510:08:23200320042005200620072008hh:mm:ssHUT/PUT Viewing Source BroadcastAd Supported Cable Orig DVR Playback Figure 2: Daily U.S. Teen (12–17) Television Viewing—2003–2008Figure 3: Share of Teen (12–17) Video Minutes—TV and Online, Nielsen Convergence Panel—Q4 2008The evidence that TV wins any day of the week is stark: Nielsen’s Convergence Panel, which looks at both the TV viewing and online behavior of panelists, showed that in Q4 2008, 92% of teen viewing was live TV, 5% was DVR and 3% was online video streaming.In the U.S., there’s been a slight shift in teen TV viewing from broadcast to ad-supported cable. In 2003, there were 19 broadcast TV programs with a teen AA% (“rating,” or percent of teens watching during the average minute) of 4.0 or greater. In 2008 there were just two. In 2003, four of the top five televi-sion networks for teens were broadcast networks (FOX, WB, UPN, Disney, NBC), but in 2008 FOX was the only broadcast network to remain in that lineup (even with the merger of WB and UPN to CW). In 2008, the top U.S. networks for teens in terms of AA% were FOX, Nick-At-Nite, Nickelodeon, Disney and Adult Swim.Source: The Nielsen CompanySource: The Nielsen Company NPOWER, 2003–20084On a self-reported basis, 73% of teens who use DVRs say they “always” skip commercials, though it is likely they are exaggerating. In the same survey, 69% of total DVR users said they too always skip commercials, but a Nielsen metered analysis of 2008 DVR viewing determined that the typical DVR user actually watches about 40% of the commercials.At 17 minutes per day, teens average about the same amount of DVD viewing as the overall TV audience (which aver-aged 16 minutes of DVD viewing per day in 2008). Teens still buy DVDs, the typicalTV Makes the World Go RoundMyth: U.S. teens are the world’s couch potatoesReality: Far from true…South Africans and Indonesians take the prizeCompared to teens in other markets where TV viewing is measured electronically by Nielsen, U.S. teens actually watch less television per day than most. In South Africa, teens averaged more than five hours per day of TV viewing. In Taiwan, teens averaged just two hours and 47 minutes.In terms of genre, Reality or Participation/Variety programs are universally appeal-ing to teenagers across the markets we measure, while Sports and Information (news) are almost universally absentamong the top three rated genres. Drama, in the form of general drama, soap operas and Telenovelas, tends to be more popular with teen viewers than comedy on a global basis.DVR: To Timeshift—Or Not?Myth: Avid commercial skippers, teens favor the DVRReality: Teens prefer their TV live Thirty-five percent of U.S. teens had a DVR in their household as of May 2009, comparable to total U.S. penetration (32%). Yet even for DVR-owning teens, just a small percentage of total TV viewing is time-shifted.Of those teens with a DVR, 41% say they record at least one program a day (compared to 54% of total TV viewers). The typical U.S. teen watched about eight minutes of DVR playback per day in 2008, less than the U.S. average of about 12 minutes.Teens watch more commercials, even when time shifting, than you might think.Figure 4: Daily Teen TV Viewing by Market—2008U.S. teenager purchased more than eight DVDs in 2008, but rental services are popular in teen households: in 2008, 40% of teen households said their home sub-scribed to at least one video rental service, compared to 25% of the total population. Beyond the television set, teens are in-creasingly watching video on the “second” and “third” screens of online and mobile, a growth of the video experience that will drive greater reach and frequency for marketers while expanding the teen engagement opportunity.Source: The Nielsen CompanyNote: teen age range varies in some markets.5popular source for online video. Second in popularity, “Search Engines/Portals & Communities—Member” (member pages) had 3.5 million teen viewers in May 2009, driven by the success of Fox Interactive Media’s MySpace video audience of 2.4 million teens, and Facebook, with a video audience of 1.5 million.What’s more, teen online video fare is not limited to user-generated content. “Enter-tainment—Videos/Movies” also includes Hulu, the increasingly popular online video library which allows teens to catch up on favorite shows from NBC, FOX, ABC and other networks. Hulu was the sixth most popular destination for online video among teens and second most popular in terms of minutes of use. “Entertainment-Broadcast Media” includes broadcasterOnline VideoMyth: Teens are driving the growth of online videoReality: They watch less online video than their eldersTwelve million U.S. teens, or about two-thirds of those online, watched online video in May 2009. It’s clear that online video is becoming an important part of the overall teen viewing experience. Year over year, the audience grew 10% and the average number of minutes increased a stunning 79%: to three hours and six minutes per month. Torrid growth, yes, but the average teen still lags behindviewing of adults 18–24, adults 25–32 and adults 35–44.As with Internet access at large, discussed in more detail later in this paper, the gap between teen and adult time spent is less an indication of lackluster interest and more a function of access. Unlike adults, many of whom spend hours of the work day with a broadband Internet connec-tion, much of a teen’s waking moments are spent in the classroom, at extracur-ricular activities, at a part-time job and moving about an otherwise hyper-social high school ecosystem. Ball State Uni-versity’s Center for Media Design’s “High School Media Too” (2007) also illustrated this point: In their study, teen participants spent 40% of their waking day in school activities, 19% with media and the rest with a wide variety of non-media extra-curricular and home activities. Given the reality of a typical teenager’s day, it is less shocking to see how they lag in time spent with both online video and Internet use more broadly.When they’re tuned in online, the top category of online video for teens is“Entertainment—Videos/Movies” watched by more than 10 million U.S. teens in May 2009. This category is driven largely by the successful reach of YouTube, the most popular source overall for online video for U.S. teens. Social networks are also aFigure 5: Monthly Time Spent Watching Online Videos by Age, Amongst Viewers (hh:mm:ss)—May 2009Figure 6: Top Site Categories for Online Video Consumption by Unique Audience (000)—Online Video Users 12–17—May 2009websites, another favorite source of online video for teens, with more than 1.2 million unique teen visitors. About half of these teens say they rewatch programs that they already saw on TV.Source: The Nielsen Company6Beyond what we generally think of as the “three screens,” there is another promi-nent source for video consumption among teens: MP3 players. Globally, 34% of teens have access to an MP3 player that can also play video. Teen access to such devices is considerably higher than aver-age in the U.S., where 66% of teens say there is an MP3 player in their household that can also play video. All said, 28% U.S. teens say they watch video on an MP3 player daily. As is the case on phones, music videos are the most popular form of video content for teen use of video MP3 players.Some teens subscribe to mobile video services through their carrier (about 43% say they subscribe to mobile video), but a larger portion of teens (68%) say they access mobile video through mobile Web (note that the two means are not mutu-ally exclusive). The growth of Internet access to mobile video reflects a larger trend in mobile video adoption, away from subscription-based video content and toward “free” mobile Web or application access. This trend has made mobile video more accessible to teens.On their phones, the most popular video content for teens is “Music.” Fifty-four percent of teen mobile video users in Q1 2009 watched music content on their phone. Comedy, User-Generated, Sports and Animated content round out the most popular genres of third-screen viewing among teens.Video on the GoMyth: Due to expense, mobile video is beyond a teen’s reachReality: Teens make up 20% of the mo-bile video audience and watch more than the average userBeyond the first and second screens, teens are increasingly watching video on their phones. Improved access to mobile video through mobile Web has helped this audi-ence to be early adopters of this otherwise cost-prohibitive video platform.When we think of mobile video we think expensive phones and premium plans: a combination reserved mostly for the enterprise-user or extravagant. But as mobile video is increasingly available over mobile Web and on a broad range of phones, even teens are tuning in. In the first quarter of 2009, 18% of U.S. teens 13–17 with mobile phones watched some form of video content on their phone. The experience has been much more popular with teen males, who make up 73% of the teen mobile video audi-ence. Teens who watch mobile video do so more than the average user—watching six hours and 30 minutes a month compared to just three hours and 37 minutes for the typical user.Figure 7: Top Genres of Mobile Video Consumption by Reach—Mobile Video Viewers Ages 13–17—Q1 2009The Internet GenerationMyth: Teens are the most avid users of the InternetReality: Teens browse less than half as much as the typical userMany consider the teens of today to be the Internet generation: Born roughly be-tween 1990 and 1996, today’s teens grew up with a mouse in their hands. They are portrayed as Digital Natives, perpetually connected, guided by both the opportuni-ties and constraints of worldwide con-nectivity. Indeed, some 90% of U.S. teens have access to the Internet at home and 73% have access on a school PC. Among teens with Internet access at home, 55%of teens with Internet say they have a wireless connection at home.Even with this high degree of access and much-vaunted digital acumen, teens actually spend less time on computers and the Internet than others. As Nielsen’s Q1 2009 Three Screen Report revealed, the typical U.S. teenager spends 11 hours and 32 minutes a month on the Web, less than half the U.S. average of 29 hours and 15 minutes per month. As with online video, this is due largely to the fact that teens are less likely than working adults to spend their day with broadband connec-tions and have more time constraints in their day than we often imagine.Source: The Nielsen CompanyWhen you add in the time spent on ap-plications that use the Internet, though, teen PC time spent increases. Overall, U.S. teens averaged 24 hours and 54 minutes per month using the Internet and applica-tions in March 2009. Compared to teens in other markets in which Nielsen tracks PC activity, U.S. teens use the Web and applications more than average, though considerably less than Brazilian teens. Myth: Teens use the Internet in wildly different ways than adultsReality: Teens flock to many of the same categories and sites as adultsAcross the markets, teen Internet use looks a lot like the Internet use of adults. The most popular categories for teens in most markets are general interest portals and search—the same as for their elders. Member communities (social networks and blogs) also consistently rank among the most popular categories for teens. Within this category, MySpace and Facebook are critical elements of the teen experience. In the U.S., nearly half of online teens 12–17 visited MySpace and Facebook in May 2009 (45% and 44%, respectively). All said, teens 12–17 ac-counted for 28% of MySpace’s page views and 12% of Facebook’s during the month. Teens are prolific online publishers, too. Sixty-seven percent of teen social networkers say they update their page at least once a week. And teens look to their social networks for much more than gossip and photo-sharing: to teens, social networks are a key source of information and advice in a critical developmental period: 57% of teen social networkers said they looked to their online social network for advice, making them 63% more likely to do this than the typical social networker.Figure 8: Average Monthly Time Spent Using Internet—U.S. (hh:mm:ss)—Q1 2009Figure 9: Average Monthly Time Spent on Internet and Applications— Persons 12–17 (hh:mm:ss)—March 2009Figure 10: Top Web Brands by Reach—Teens 12–17—March 2009Source: The Nielsen CompanySource: The Nielsen Company78Mobile: Always ConnectedMyth: The only way to reach teens over their phone is textingReality: Teens text at incredible rates, but are early adopters of all mobile media Increasingly, the mobile phone plays a critical role in the media lives of teens. In the U.S., 77% of teens already have their own mobile phone. Another 11% say they regularly borrow one.Figure 11: U.S. Teen (13–17) Mobile Adoption—Q4 2008Number of Calls Sent/Received Number of Billed SMS Sent/ReceivedQtr 120073500435255857286904280105124015142381742231195923922722032899191300025002000150010005000Qtr 22007Qtr 32007Qtr 42007Qtr 12008Qtr 22008Qtr 32008Qtr 42008Qtr 12009Figure 12: Average Number of Monthly Texts and Phone Calls— U.S. Mobile Teens 13–17Of all the mobile behaviors of teens,texting is most talked about. Fingers flying and phone cameras flashing, 83% of U.S. mobile teens use text-messaging and 56% use MMS/picture messaging. The average U.S. mobile teen now sends or receives an average of 2,899 text-messages per month compared to 191 calls. The aver-age number of texts has gone up 566% in just two years, far surpassing the average number of calls, which has stayed nearly steady.More than half of all U.S. teen mobile subscribers (66%) say they actually prefer text-messaging to calling. Thirty-four percent say it’s the reason they got their phone.Still, texting isn’t the only means of com-municating with teens over the mobile phone. Teens are avid users of a wide variety of advanced mobile data features. More than a third of teens download ringtones, Instant Message or use the mobile Web, while about a quarter of U.S. teens download games and applications. To a lesser extent, teens are using video messaging (26%), watching mobile video (18%) and using location-based services on their phone (16%).There is a popular notion that teens in the U.S., indeed U.S. subscribers at large, may be far behind subscribers in other markets in terms of mobile data use. In fact, U.S. teens have adopted mobile media more quickly than in many of the markets Nielsen tracks. Consider mobile Web: as of Q1 2009, 37% of U.S. mobile subscribers 13–17 accessed the Internet on their phone—this ranks U.S. teens second, behind 50% of China’s mobile teens, in terms of mobile Internet penetration.With all of this expanding mobile activity, schools and parents are stepping in to set parameters. Sixty-two percent of U.S. mobile teens say that parents have placed at least one restriction on their mobile use. Ninety-three percent say that their school has.Source: The Nielsen Company9At home, 24% of teen mobile subscribers said they were not allowed to use the phone at dinner, 22% were required to make certain grades, 21% had a limited number of minutes and 13% had a limited number of text-messages. At school, 77% of mobile teens say they are not permitted to use their phone in class and 50% are restricted from using it during assemblies.As teens around the world continue to adopt mobile phones, mobile media and messaging, marketers will be paying attention. Mobile marketing offers the most personal and direct form of engage-ment for an audience that, as this paper demonstrates, is spread broadly across the media ecosystem. Moreover, teens seem to be particularly open to the idea of mo-bile advertising. A 2008 study by Nielsen found that teen mobile media users were roughly three times as receptive to mobile advertising as the total subscriber population: just over half of teen mobile media users considered themselves open to mobile advertising.Figure 14: Teen (13–17) Mobile Internet Penetration by Market—Q1 2009Figure 13: Mobile Media Use by U.S. Teen 13–17 Mobile Users—Q1 200910In terms of genre, comedy films reign with U.S. teenagers. Eighty five percent of U.S. teens say they are fans of thecomedy genre, followed closely by Action & Adventure (80%) before falling off to Sci-Fi (52%) and Suspense or Mystery (51%). Only about half of U.S. teen movie goers say they are fans of horror, anima-tion, drama and family movies. RomanceTheatricalMyth: The silver screen is too old-fash-ioned and expensive for today’s teens Reality: Teens go to the movies more than any other age groupEven with all the in-home and portable video options available, teens still love the Big Screen. Offered a range of in- and out-of-home viewing options, teens said they prefer seeing movies in the theater. Thirty-two percent of U.S. teens ages 12–17 said they prefer the movie theater above DVDs (24%), renting online (7%) and Movies On Demand (5%).Overall, U.S. teens watched an average of 31.4 movies in 2008 via all means (compared to 25.3 for all consumers). Of those, the typical teen saw 10.8 movies in the theater—the highest average theatrical viewing of any age group. Put differently, teens made up 14% of the theatrical movie going audience in 2008 and 20% of the critical “heavy” movie-going segment who saw more than 10 theatrical films in 2008.Figure 15: Movie Genre Preferences—U.S. Teens 12–17—2008movies don’t get much love from teens—just 39% like romantic comedies and only about a quarter enjoy general romance movies.R-rated comedies have grown popular even with female teens: 79% of males 17–24 and 70% of females 17–24 saw at least one R-rated comedy in 2008, and they want more. Fifty-seven percent of males 17–24 and 44% of females 17–24 agreed with the statement, “Can’t Wait for the Next One.”As 3D movies gains some traction, many believe teens present a strong market for these films. In 2008, 27% of teens saw at least one 3D movie, compared to 21% of all movie goers. The experience resonated: 64% of teens who saw at least one 3D movie said the experience was better than a 2D film and 75% they have a definite interest in seeing more films in 3D.11Myth: Teen gamers spend all their time playing “Mature” shooter games Reality: Just two of the top five “most anticipated” games among teens since 2005 were rated MatureOf the top five most anticipated video games among teens since 2005, just two were rated Mature by the ESRB (Entertain-ment Software Rating Board), two were rated Teen and one was rated Everyone. The most anticipated video game among gamers 13–17 since 2005 has been Halo 3, a first-person shooter game rated Mature by the ESRB. At its peak, 61% of active gamers said they had a definite interest in Halo 3. The other Mature rated game in the top five was Grand Theft Auto IV which, with a 37% “definite interest”among teens, tied Guitar Hero: Aerosmith (rated Teen) for the second most antici-pated video game. Mario Party 7 (33%) and Guitar Hero: World Tour (32%) round out the list of the five most anticipated games. Play-along music and fantasydriving games, it turns out, are as relevant to the teen gaming experience as first-person shooter games.Though 25 minutes is a daily average, gaming tends to be a more sporadic activ-ity than, say, TV viewing. When teens dosit down to play—they play for a while.Nielsen estimates that the typical teenconsole gamer will use a console justseven days out of the month, but do so formore than an hour each session. Xbox 360is the most popular video game consoleamong teens—accounting for 29% of alltheir minutes of play.Handheld video game systems are also popular with teens, particularly in theU.S. Globally, 30% of teens have accessto a handheld video game system. In theU.S. penetration of these devices is muchhigher: 73% of U.S. teens had a portablegaming device in their household in 2008.Understanding what teens play on theirvideo game systems might change the perspective on teen gaming. The notionthat teens spend all of their gaming time as first person shooters is false. Indeed, teens spend just some of their time shoot-ing one another up.GamingMyth: Teens are the biggest gamers of all Reality: Teens account for just 23% of the console audience and less than 10% of PC game minutesWhen we think of teen media use, gaming is often one of the first activities that comes to mind. Over the course of the past 20 years, though, the gaming audi-ence has broadened. New devices and games have extended gaming beyond boys to girls, young adults, and—with the introduction of Nintendo’s Wii—people on the younger and older sides of the demographic spectrum. In the fourthquarter of 2008, teens 12–17 made up just 23% of the U.S. console gaming audience and they accounted for fewer than 10% of all of the PC game minutes played in a typical month.Though the gaming audience has broad-ened, console, PC and handheld gaming still plays a prominent role in the media lives of teens.From a console gaming perspective,system access is nearly ubiquitous forU.S. teens. Today, 83% of teens have atleast one console in their home. Seventy-five percent of males 12–17 and 57% offemales 12–17 played console video gamesat least once during the fourth quarterof 2008 (compared to 36% of the totalpopulation age two and older). Male andfemale teen gaming was up from 70% and47% from a year prior, respectively.The typical U.S. teen used a video gameconsole an average of 25 minutes per dayin 2008, for gaming or other multimediauses—an average that has increased overthe past five years as a new generationof video game consoles brought forth aricher gaming experience and offered new cross-media functionality. The averagedaily console use is considerably higher for teen boys (41 minutes) than for teen girls(8 minutes).Females 12–17h h :m m :s s0:50:240:34:140:20:460:07:220:06:410:41:150:24:590:09:150:08:020:43:120:36:000:28:480:21:360:14:240:07:120:00:00200320042005200620072008Males 12–17Persons 12–17Persons 2+Figure 16: Average Daily Video Game Console Use—U.S.Figure 17: Video Game Console and Handheld Use—Past 30 Days, Persons 15–20—2008Source: The Nielsen Company。

尼尔森规则

尼尔森规则尼尔森规则是由尼尔森公司提出的用户体验设计规则，旨在帮助设计师创造出更好的用户体验。

本文将从以下几个方面详细介绍尼尔森规则。

一、可用性可用性是指产品能否被用户轻松使用的程度。

为了提高产品的可用性，设计师应该遵循以下原则：1. 明确的标签和指示在产品中使用明确且易于理解的标签和指示可以帮助用户更好地理解产品功能。

2. 简单易懂的页面布局简单易懂的页面布局可以让用户更快速地找到所需信息，提高产品的可用性。

3. 一致性在整个产品中保持一致性可以让用户更容易学习和使用产品。

4. 可预测性设计师应该尽可能预测用户行为，以便提供更好的用户体验。

二、可访问性可访问性是指任何人都能够轻松地访问并使用产品。

为了提高产品的可访问性，设计师应该遵循以下原则：1. 文字大小和颜色对比度要足够大文字大小和颜色对比度足够大可以使得所有人都能够轻松阅读和理解产品信息。

2. 提供多种输入方式提供多种输入方式可以使得使用不同设备或者有不同能力的用户都能够轻松地使用产品。

3. 不依赖于特定的技术设计师应该避免依赖特定的技术，以便所有用户都能够轻松地访问和使用产品。

三、可信度可信度是指用户对产品的信任程度。

为了提高产品的可信度，设计师应该遵循以下原则：1. 保证数据的安全性保证数据的安全性可以让用户更加信任产品并且愿意分享自己的信息。

2. 明确的隐私政策明确的隐私政策可以让用户更加放心地使用产品，并且愿意分享自己的个人信息。

3. 及时反馈和解决问题及时反馈和解决问题可以让用户感到产品团队非常关注他们，并且愿意继续使用产品。

四、易学性易学性是指用户学习如何使用产品所需花费的时间和精力。

为了提高产品易学性，设计师应该遵循以下原则：1. 清晰明了的说明文档清晰明了的说明文档可以帮助用户快速掌握产品的使用方法。

2. 提供足够的反馈提供足够的反馈可以让用户更加容易学习和掌握产品的使用方法。

3. 简单易懂的交互设计简单易懂的交互设计可以帮助用户更快速地学习和掌握产品的使用方法。

确保新产品成功的12个要素

容易获得 Findability
铺货投入 Distribution 广告投入 Advertising 促销投入 Promotion
清晰简洁
Clear, Concise Message
吸引注意 Attention Catching
产品忠诚 Product Loyalty
市场营销 Marketing
6Байду номын сангаас
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
危险
Risky
有些地方还没有做够 Approaching acceptable levels, but not ready
失败
Failure
成功是有瓶颈的，上市后成功的概率<33% A significant barrier to overall initiative success Twice as likely to fail than succeed: ℙ(success)<.33
2010-2011年度个人金融综合报告 Personal Finance Monitor 2010-2011
确保新产品成功的12要素 <insert topic title> Product Success 12 Factors for New
许丽平 Lynn Xu 尼尔森中国区副总裁 Vice President, Nielsen China
~ 1000 ~ 200 ~ 80 <25
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

创新经验分享 - 尼尔森BASES

• 杰出的消费者洞察唤起消费者强烈认同感
– 用有力的语言说进消费者心里去，这样你提供的产品会更具吸引力. – 别从新技术、新产品特性说起，让消费者被迫承认需求存在
Job# Job Name Confidential & Proprietary | Copyright © 2010 The Nielsen Company
Job# Job Name Confidential & Proprietary | Copyright © 2010 The Nielsen Company
9
我们把每个要素的表现都与最终上市成功的概率联系起来。
突出
相比其他成功新品，有自己足够的优势
就绪
达到成功的标准，上市后成功的概率>67%
危险
Job# Job Name Confidential & Proprietary | Copyright © 2010 The Nielsen Company
19
传统凉茶的认知度促进了王老吉的可信度。啤儿茶爽作为全新的品类却没有加强支持产品卖点的足够理由。
上市前形成多个不同的想法初步概念筛选上市后概念优化产品优化市场支持战略增长
14
怎样使新产品贴合消费者的需求？
• 通过访谈、家访、观察等方式与消费者近距离接触。和你的消费者谈谈，去他们家里观察一下，真正从消费者角度思考。
– 了解究竟什么在困扰他们，他们渴望怎样的改进。
– 在产品使用过程中发现甚至他们自己都还未意识到的问题和需求。最好的消费者洞察会让消费者自己大吃一惊。
上市前产品线（再）规划发现市场空白初步概念筛选概念优化集团管理层市场部市场研究部产品优化市场支持战略增长上市后

AC 尼尔森产品开发延伸策略的成功要诀

产品开发延伸策略的成功要诀前，在一般快流消费品（FMCG）市场上，制造商透过运用各类行销资源，试图扩充其现有的品牌资产，延伸其品牌内容、规模、或甚至发展全新的品类。

而真正能评估产品延伸结果成功与否的标准，不只是行销人员所创造出来的销售量，而是带动现有品牌成长的效益。

在这样的评估条件之下，有一部份商品延伸策略是成功的，也有一些则是失败的。

我们不禁要问：成功与失败该如何界定呢？为什么有些企业成功，有些失败呢？而或许更重要的是，这些问题的答案能提供企业什么样的协助呢？ACNielsen根据BASES销售量预测模块，及其它特殊设计的数据库，对各类商品的延伸策略的研究，累积消费者对产品延伸方案的反应，结合销售数据及行销计划细节，并针对延伸商品与母品牌 (Parent Brand)提出销售预测。

研究结果说明了并非所有的商品延伸策略都能够成功的一般来说，商品延伸可以增加母品牌的销售业绩，在推动商品延伸之后的一年之中，其销售总额（延伸商品加上现有的母品牌）与前一年的母品牌销售业绩相比，增幅可达双位数。

不过，在最好与最坏的案例之间，仍然存在很大的差异。

在最差的案例之中，其商品延伸之后的销售额甚至低于原来的年度业绩。

在过去各项研究中，我们发现，品牌衰退而令现有母品牌也相继受损的情况颇为普遍。

真的是如此吗？针对商品延伸是否能够达到提升整体销售业绩的效果，我们对照分析了其中几项重要的因素，如「新旧产品互侵」（cannibalisation）；延伸商品在市场上与现有品牌的「差异性」。

除此之外，我们还分析了延伸商品与母品牌之间的平均销售数字差异。

换言之，就是在消费者所购买的商品之中，延伸商品与现有母品牌的产品数差异。

其中有些产品的平均销售量超过现有母品牌产品的销售量，表示，虽然高度成功新产品内吸收了母品牌的销售量转移，但是其总销售量至少是上升的。

厂商在推动商品延伸上看到并非所有商品延伸策略都能够提升销售业绩。

一个成功的商品延伸策略必须：∙取得额外的经费支持，而非借支现有品牌的行销经费。

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