Flemington, NJ, December 18, 2009 – A new media study among 310 Americans revealed that the number of consumers who reported that they plan to spend more money during the holiday season increased from 5% in 2008 to 16% in 2009.
The study was conducted by HCD Research using its MediaCurves.com® website during December 17-18 to obtain consumers’ perceptions of the nation’s economy and how it will influence their spending during the 2009 holiday season. The results were compared to a similar study conducted by HCD Research in November 2008. Respondents were also asked to view a video clip from Consumer Reports, which highlighted strategies for holiday spending. To view interest curves and detailed results go to: www.mediacurves.com.
In the 2008 study, 62% of respondents reported that they planned on spending from $0-$500 on gifts for the holidays, while 37% planned on spending over $500. In the current study, 69% of respondents reported spending from $0-$500 and 30% planned on spending over $500.
Among the findings:
What is the main reason you’ll be spending less this holiday season?”
|
|
November 2008 |
December 2009 |
|
Job loss/fear of job loss |
23% |
22% |
|
Uncertainty in regards to the economy |
37% |
33% |
|
Increased expenses in other areas |
34% |
22% |
|
Saving for other big expenses to come |
5% |
13% |
|
Other |
1% |
10% |
“How much total money do you anticipate on gifts for this holiday season?”
|
|
November 2008 |
December 2009 |
|
$0 |
1% |
4% |
|
$1-$100 |
16% |
16% |
|
$101-$300 |
26% |
27% |
|
$301-$500 |
19% |
22% |
|
$501-$700 |
14% |
12% |
|
$701-$1,000 |
6% |
9% |
|
$1,001-$2,000 |
14% |
7% |
|
$2,001-$3,000 |
3% |
1% |
|
More than $3,000 |
0% |
1% |
|
Not sure |
1% |
1% |
“Is this amount less, more or the same this holiday season compared to last year?”
|
|
November 2008 |
December 2009 |
|
Less |
59% |
40% |
|
More |
5% |
16% |
|
The same |
36% |
42% |
|
Not sure |
0% |
2% |
While viewing the video, participants indicated their perceived levels of interest 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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