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Nielsen Holdings plc
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Nielsen Investor Relations

Press Release Details

Nielsen Forms Key Alliance with MyWebGrocer


Companies to Develop Industry’s First Comprehensive View of U.S. Online Supermarket Purchases;

Cements Nielsen’s Footprint in Digital Shopping Analytics

ORLANDO, Fla.--(BUSINESS WIRE)-- Nielsen, the leading global provider of information and analytics around what consumers watch and buy, has entered into a strategic alliance with MyWebGrocer, the leading provider of digital grocery tools and the largest grocery media network, to measure U.S. online supermarket sales. The agreement enables Nielsen to provide consumer packaged goods (CPG) companies with the industry’s first comprehensive view into consumers’ online supermarket purchases and cements Nielsen’s footprint in digital shopping analytics.

Nielsen has acquired a license to MyWebGrocer’s e-commerce sales information aggregated from 60 U.S. supermarket retailers. Planned for CPG manufacturer availability in Q3 2011, Nielsen Online Basket View™ will provide regular insights on online supermarket shopping sales, including online shopping basket purchases. Nielsen will provide insights for its retail clients included in the online grocery universe supplied by MyWebGrocer.

Nielsen plans to measure approximately 30 percent of all online supermarket sales in the U.S. Currently, no aggregate reporting of actual online supermarket sales data is available in the industry.

“We’re making it possible  for the first time  for CPG companies to understand online shoppers with the same rigor we apply to offline shopping analytics,” said John Burbank, president, Strategic Initiatives, Nielsen. “We can share our insights into what decisions and purchases shoppers are making online, where and when.”

Although online purchases represent only two percent of total U.S. CPG sales, it is expected to grow from $12 billion to $25 billion by 20141. Nielsen and MyWebGrocer research shows:

  • Twenty-five percent of U.S. CPG purchases are researched online, including retailer weekly ads, searching for deals and recommendations from social sites.2
  • Ninety-seven percent of the time, the researched product is the product ultimately purchased, whether online or in-store.3
  • Online grocery shoppers are spending twice as much on average at a retailer, compared to what an in-store only shopper spends.4

“The rate of change in the digital shopping space is accelerating, and so is the rate of opportunity for creative marketers who embrace the digital revolution,” said John Lewis, president, Consumer North America, Nielsen. “Understanding consumers’ online shopping behaviors and building strategies to reach these shoppers is absolutely essential for CPG marketing success.”

“Online and offline, consumer shopping behaviors are converging,” said Alec Newcomb, chief strategy officer, MyWebGrocer. “At MyWebGrocer, we connect shoppers to retailers and brands, and Nielsen’s expertise in what consumers watch and buy makes it a natural organization for us to work with so we can help CPG companies understand their impact in the digital shopping channel.”

About MyWebGrocer

MyWebGrocer drives digital connections between consumers, grocery retailers, and consumer packaged goods brands. MWG creates and manages digital solutions for clients including websites, digital media, online circulars, email marketing initiatives, mobile applications, social media strategies, and customer acquisition programs. MyWebGrocer works with more than 110 retailers nationally, representing more than 10,000 stores, and 90 major consumer packaged goods brands.

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, please visit

1 Nielsen estimation

2 Nielsen survey, April/May 2011

3 Nielsen survey, April/May 2011

4 MWG Shopper Data, Q1 2011


Source: Nielsen



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