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Half of Chinese Online Consumers Rely On Themselves When Making Personal Finance or Investment Decisions
Chinese Women’s Risk Appetite Higher than Men’s

13 July 2012

SHANGHAI – July 11, 2012 –Online consumers in mainland China rely more on themselves (51%) when making personal finance or investment decisions compared to global online consumers (49%) according to a new study from Nielsen, a leading global provider of information and insights into what consumer watch and buy.

Financial Advice

The Nielsen Global Survey of Investment Attitudes surveyed more than 28,000 Internet respondents in 56 countries and found that more than half (51%) of Chinese online consumers rely on themselves when making decisions regarding to personal finance and investments. Twenty-two percent of respondents seek advice from a financial planner/adviser while 17 percent rely on friends, relatives and colleagues for advice..

Using a financial planner is preferred by one-in-five global respondents, with North Americans (23%) and Asians (21%) the most reliant on professional advice. Middle Easterners and Latin Americans would rather consult with friends, relatives and colleagues than seek monetary guidance. Respondents in these regions report the lowest incidence of using a financial planner at 12 percent and 16 percent, respectively.

North Americans and Europeans are the least likely to seek advice from friends, relatives and colleagues at 16 percent and 17 percent, respectively, while roughly 20 percent of respondents in Latin America (21%), Asia-Pacific (19%) and Middle East (18%) rely on word-of-mouth counsel.

Chinese Women Have Slightly Higher Risk Appetite

Online surveyed responses indicate that Chinese women are more risk tolerate then men with their investment attitudes. Twenty-nine percent of Chinese women surveyed are willing to accept a 15 percent swing either way in their investments to achieve long-term capital appreciation, compared to 23 percent of Chinese men surveyed are willing to accept an investment volatility of +/- 15%+

Overall, respondents in China are the most conservative with investments decisions compared to global respondents. Fifteen percent of Chinese respondents said they would be very concerned about any volatility compared to respondents in to Hong Kong (8%) and Taiwan (5%). In mainland China, more online consumers have a moderate investment attitude (36%) while less consumers focus on long-term capital appreciation (20%) and highest possible return (6%) compared to those in the other regions of the Greater China market, including Hong Kong and Taiwan.

“Under the uncertain prospects due to Euro crisis and the slowing economy and faced with limited investment products in mainland China, Chinese consumers are more willing to select products with moderate risk. However, we also believe that once more education about investment products to be provided to Chinese consumers, combined with diversification of the financial markets in favor of more medium risk products and consumers will look for more opportunity to diversify their investment portfolio.” Said Georgia Zhuang, Nielsen China Vice President

About the Nielsen Global Survey

The Nielsen Global Survey of Investment Attitudes was conducted from February 10th to 27th, 2012 and had polled over 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America. This Nielsen survey focuses on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey was established in 2005.

The investment strategies reported in this study are based on online consumers who have indicated that they are currently using investment services, which, mutual funds, bonds, certificate deposits, local and overseas stocks, derivative tools and foreign currency for investment purposes.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
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