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Flemington, NJ, June 19, 2009 – A new national media study among 322 viewers of a news clip featuring a story on the popularity of direct selling in a down economy, revealed that 36% of respondents indicated that they would consider direct selling to earn an extra income.
The study was conducted by HCD Research using its MediaCurves.com® website on June 18, to obtain viewers’ perceptions of direct selling (Mark Kay, Avon, Arbonne, Tupperware, etc.) to earn extra money in a down economy, and changes in their spending habits.
The study revealed that 31% of respondents reported that they had sold personal items (on Ebay, at flea markets, etc.) to earn extra money. A significant majority of respondents (83%) indicated that the economic recession has delayed their purchasing decisions and increased their use of coupons.
Among the study findings:
“In what ways has the economy impacted your spending? Select all that apply.”
|
|
Total |
Male |
Female |
|
Delaying purchases |
79% |
77% |
83% |
|
Shopping at discount stores or less expensive stores |
69% |
67% |
72% |
|
Using more coupons/waiting for specials or sales on purchases |
76% |
73% |
83% |
|
Avoid buying luxury or non-necessity items |
86% |
87% |
84% |
|
Other |
86% |
13% |
10% |
|
None |
12% |
1% |
0% |
“Have you made any efforts to earn extra income in the past year? Select all that apply.”
|
|
Total |
Male |
Female |
|
Business consulting |
7% |
7% |
7% |
|
Direct selling (Avon, Mary Kay, Arbonne, Tupperware, etc.) |
4% |
2% |
7% |
|
Part time job |
19% |
15% |
26% |
|
Selling personal items (Ebay, Flea Markets, etc.) |
31% |
30% |
34% |
|
Other |
21% |
20% |
24% |
|
None |
42% |
44% |
37% |
While viewing the video clips, participants indicated their 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.
About MediaCurves.com
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. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net). MediaCurves.com is a service of HCD Research, 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.
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/home.php#/pages/Flemington-NJ/MediaCurves/86691908820?ref=nf
