Online consumers in 61 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America
Method of interview
Online survey
Supplementary notes
* It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.9% at the global level.
A minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion was used.
** Only those respondents with online access.
The source does not provide any information regarding missing percentage points to 100 percent.
The survey does not provide any information regarding the age of respondents.
Citation formats
Leading factors for choosing global and local brands among consumers worldwide 2015
This statistic presents the results of a consumer survey that illustrates the leading reasons for choosing local and global brands among consumers worldwide in 2015. The survey found out that some ** percent of respondents name "better price/value" as the leading reason for choosing local brands.
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Nielsen. (April 26, 2016). Leading reasons for choosing local versus global brands among consumers worldwide in 2015 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/
Nielsen. "Leading reasons for choosing local versus global brands among consumers worldwide in 2015 ." Chart. April 26, 2016. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/
Nielsen. (2016). Leading reasons for choosing local versus global brands among consumers worldwide in 2015 . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/
Nielsen. "Leading Reasons for Choosing Local versus Global Brands among Consumers Worldwide in 2015 ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 26 Apr 2016, /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/
Nielsen, Leading reasons for choosing local versus global brands among consumers worldwide in 2015 ÌÇÐÄÆƽâ°æ, /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/ (last visited August 01, 2026)
Leading reasons for choosing local versus global brands among consumers worldwide in 2015 [Graph], Nielsen, April 26, 2016. [Online]. Available: /statistics/587915/leading-reasons-choosing-global-brands-and-local-brands-consumers-worldwide/
