UK consumers are less brand loyal when trying new products

When it comes to new product launches, UK consumers (with internet access) are more willing to consider switching to a new brand (59%) than consumers globally (50%), according to a new study from Nielsen.

The Nielsen Global Survey of New Product Purchase Sentiment – which surveyed more than 29,000 internet respondents in 58 countries – shows that over half (52%) of UK consumers say they won’t purchase an innovative new product until it has proven itself.

Britons are less cautious about needing this proof-of-concept than consumers globally (60%) and across Europe (58%). 40% of Britons say they prefer to buy from a UK brand rather than a large global one.

TV ads are the single most important source of information on new products, cited by one quarter (25%) of UK respondents, followed by free samples (21%), internet searching (19%), friends/family (16%) and in-store information (12%).

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