Flemington, NJ, October 27, 2009 – Results from a new media study among 222 viewers of a news clip on frugal living revealed that in the past year, the key areas that consumers have cut spending in are dining out (81%) and personal luxuries (79%).
The study was conducted by HCD Research using its MediaCurves.com® website on October 26 to obtain viewers’ perceptions of a news clip which featured consumers’ spending behaviors and frugal living in the past year.
Among the other top areas that consumers reported having cut back on included buying clothing/accessories (69%) and vacations/travel (62%). In addition, 47% reported that they have sold personal items to earn extra money, and 22% indicated that they have worked more overtime or picked up extra shifts at work.
Among the findings:
In the past year, have you cut back on any expenses in your life (purchased less of, or a discounted version of a product or service)? Select all that apply.
|
|
Total |
|
Personal indulgences (personal care services, entertainment, etc.) |
79% |
|
Groceries/food |
49% |
|
Everyday household products (toiletries, office supplies, etc.) |
44% |
|
Clothing/accessories |
69% |
|
Vacations/travel |
62% |
|
Eating out (dinner, drinks, coffee, etc.) |
81% |
|
Home utilities (used less water, less gas, etc.) |
47% |
|
Memberships (gym, spas, clubs, etc.) |
40% |
|
Other |
6% |
|
None |
5% |
With regard to this past year’s economic recession, have you made any additional efforts to produce extra income for your household? Select all that apply.
|
|
Total |
|
Took on a second job |
11% |
|
Selling personal items (Yard sales, selling online, etc.) |
47% |
|
Buy and resell property, cars, etc. |
4% |
|
Started own business |
8% |
|
Play lottery more than usual |
13% |
|
Gamble/bet more than usual |
6% |
|
Participate in paid surveys, studies, etc. |
72% |
|
Working more overtime, picking up additional shifts at work |
22% |
|
Other |
6% |
|
None |
17% |
While viewing the video, participants indicated their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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