|
Spending/Savings Over Past Six Months - By Generation (Base: All adults; % of Respondents who"Have done or considered doing any of the following over the past six months in order to save money?") |
|
|
Total |
Generation |
|
|
|
Echo Boomers (18-32) |
Gen. X (33-44) |
Baby Boomers (45-63) |
Matures (64+) |
|
|
% |
% |
% |
% |
% |
|
Purchasing more generic brands |
64 |
58 |
62 |
69 |
67 |
|
Brown bagging lunch instead of purchasing it |
47 |
53 |
52 |
55 |
15 |
|
Going to the hairdresser/barber/stylist less often |
43 |
40 |
42 |
47 |
41 |
|
Switched to refillable water bottle instead of purchasing bottle of water |
36 |
38 |
32 |
38 |
34 |
|
Cancelled one or more magazine subscriptions |
34 |
21 |
30 |
41 |
44 |
|
Cut down on dry cleaning |
22 |
15 |
18 |
28 |
29 |
|
Stopped purchasing coffee in the morning |
20 |
21 |
25 |
21 |
13 |
|
Cancelled or cut back cable television service |
21 |
23 |
20 |
23 |
14 |
|
Cancelled a newspaper subscription |
21 |
12 |
20 |
24 |
28 |
|
Begun carpooling or using mass transit |
14 |
24 |
12 |
13 |
4 |
|
Changed or cancelled cell phone service |
15 |
12 |
17 |
16 |
13 |
|
Cancelled landline phone service and only using cell phone |
12 |
15 |
17 |
10 |
6 |
|
Source: Harris Interactive, October 2009 |
The Center For Media Research paper "Consumers Brown Bagging, Drinking Tap Water, Saving Money" reveals some interesting statistics about consumers as a whole as well....
"The largest proportions of all adults making these changes to save money are:
- 64% who have been purchasing more generic brands
- 47% who are brown bagging lunch instead of buying it
- 43% who have been going to hairdressers or barbers less often
- 36% who have switched to tap water and refillable bottles instead of bottled water
- 34% who have cancelled one or more magazine subscriptions
Smaller numbers, but numbers that represent many millions of people, have also:
- Cut back on dry cleaning (22%)
- Cancelled or cut back their cable TV service (21%)
- Stopped buying coffee in the morning (20%)
- Changed or cancelled their cell phone service (15%)
- Been carpooling or using mass transit (14%)
- Cancelled their telephone landline service and are only using their cell phones (12%) "
Do you have clients that can benefit by these changes in consumer spending? Are they transitioning their marketing? Now could be a great time to talk about marketing past the holidays and what they want to accomplish strategically.