The National Consumer Agency Recession Omnibus

NCA ConsumerValue Survey February 2009

Prepared by

2

A nationally representative telephone sample of 1,000 adults aged 18 years or older was used. Quotas were applied across gender, age, social class and region to ensure the sample is fully representative. A sample of 1000 provides a sufficient base to be able to conduct statistically robust sub-group analysis across age ranges, social class and region.

Fieldwork was conducted between the 23rd to 26th February, this short document outlines the findings of the research conducted.

Methodology

3

Profile of Sample

14

3929

23

2519

10

2816

18

13

15

50

51

50

Male(50)

Female(50)

% % % %

(Base: All Adults 18+)

Gender Age Social class Region

18-24(14)

25-34(19)

35-44(19)

45-54(16)

55-64(13)

65+(15)

ABC1(39)

C2DE(51)

F(10)

Dublin(29)

Rest of Leinster

(29)

Munster(28)

Conn/Ulster

(18)

() = National population CS0 2006

MAIN FINDINGS

5

39

11

20

10

20

1 in 2 are Finding it Difficult to make Ends Meet

“In the past year I am finding it harder to make ends meet”

“In the past year I am finding it harder to make ends meet”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

40% 37% 38% 35% 41% 43% 42% 32%

(4) 12% 11% 11% 10% 9% 15% 17% 7%

Neither/nor 19% 21% 18% 23% 22% 16% 18% 22%

(2) 9% 11% 14% 11% 12% 9% 6% 8%

Disagree strongly (1)

20% 20% 19% 21% 16% 17% 17% 31%

Agree strongly (5)

(4)

Neither/nor

(2)

Disagree strongly (1)

(Base: All Adults 18+)

%

Total

50%

30%

6

65

13

1039

Almost 4 in 5 are more Concerned about their Financial Future as a Result of the Recession

“In light of the recession I am more concerned about my future

financial situation”

“In light of the recession I am more concerned about my future

financial situation”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

64% 67% 70% 68% 70% 64% 62% 55%

(4) 13% 14% 7% 14% 14% 11% 16% 17%

Neither/nor 10% 8% 11% 9% 5% 8% 11% 14%

(2) 3% 2% 2% 2% 5% 5% 3% 1%

Disagree strongly (1)

10% 9% 10% 7% 6% 12% 8% 13%

Agree strongly (5)

(4)

Neither/nor

(2)Disagree strongly (1)

(Base: All Adults 18+)

%

Total

78%

12%

7

42

15

16

8

19

Just under 3 in 5 have Changed their Spending Ways as a Result of the Recession

“The recession hasn't hit me financially but I have changed my

spending ways”

“The recession hasn't hit me financially but I have changed my

spending ways”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

42% 42% 40% 35% 36% 47% 49% 49%

(4) 15% 15% 14% 16% 19% 15% 13% 11%

Neither/nor 14% 18% 11% 19% 15% 16% 16% 18%

(2) 8% 8% 10% 12% 5% 7% 9% 5%

Disagree strongly (1)

21% 17% 25% 18% 25% 15% 13% 17%

Agree strongly (5)

(4)

Neither/nor

(2)

Disagree strongly (1)

(Base: All Adults 18+)

%

Total

57%

27%

8

25

9

13

13

40

Almost 1 in 2 18-24 Year Old’s Have Begun to Save More in the Past Six Months

“I have started to save more money in the past six months”

“I have started to save more money in the past six months”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

26% 25% 32% 25% 23% 24% 21% 26%

(4) 9% 10% 15% 9% 10% 7% 10% 5%

Neither/nor 12% 13% 12% 16% 15% 11% 14% 8%

(2) 14% 11% 8% 12% 14% 13% 16% 14%

Disagree strongly (1)

39% 41% 33% 38% 38% 45% 39% 47%

Agree strongly (5)

(4)

Neither/nor

(2)

Disagree strongly (1)

(Base: All Adults 18+)

%

Total

34%

53%

9

28

9

13

14

36

Over 1 in 3 are Still Spending as Much as They Were This Time Last Year

“I am spending as much as I did this time last year”

“I am spending as much as I did this time last year”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

30% 26% 21% 27% 27% 35% 25% 34%

(4) 10% 8% 6% 7% 12% 8% 14% 7%

Neither/nor 14% 12% 12% 8% 9% 12% 21% 21%

(2) 15% 14% 24% 19% 14% 9% 9% 8%

Disagree strongly (1)

31% 40% 37% 39% 38% 36% 31% 30%

Agree strongly (5)

(4)

Neither/nor

(2)

Disagree strongly (1)

(Base: All Adults 18+)

%

Total

37%

50%

10

48

13

15

8

16

3 in 5 Claim to have Cut Back on their Spending Due to the Recession

“Due to the recession I have cut back on my spending”

“Due to the recession I have cut back on my spending”

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Agree Strongly (5)

50% 47% 53% 53% 57% 46% 44% 34%

(4) 13% 14% 9% 13% 16% 15% 11% 15%

Neither/nor 14% 14% 9% 12% 10% 12% 24% 23%

(2) 8% 8% 10% 10% 6% 6% 5% 9%

Disagree strongly (1)

15% 17% 19% 12% 12% 21% 16% 19%

Agree strongly (5)

(4)

Neither/nor

(2)

Disagree strongly (1)

(Base: All Adults 18+)

%

Total

61%

24%

11

2 in 5 Claim That They Are Finding it Difficult to Pay for Their Household Expenses – I

Total Male Female

% % %

37

36

35

32

23

23

44

34

37

33

29

26

26

45

40

35

37

34

20

19

44

Pay my household energy bills

Pay for the running of my car

Pay for health and medical expenses

Pay for groceries

Meet my loan repayments

Meet my mortgage repayments/rent

None of these

Finding it difficult to....Finding it difficult to....

(Base: All Adults 18+)

12

43

45

39

41

32

34

35

Over 2 in 5 aren't finding it Difficult to Pay for their Household Expenses – II

Finding it difficult to....Finding it difficult to....

Pay my household energy bills

Pay for the running of my car

Pay for health and medical expenses

Pay for groceries

Meet my loan repayments

Meet my mortgage repayments/rent

None of these

Total 45-54 55-64 65+

% % % %

26

22

22

26

15

7

53

35

29

39

24

12

13

51

36

40

40

29

24

20

44

37

36

35

32

23

23

44

18-24 25-34 35-44

% % %

37

39

35

33

30

29

46

42

40

35

35

24

27

39

(Base: All Adults 18+)

13

Just Under 2 in 3 are Using their Mobiles as Normal

35

7 3

45

65

33

12 25

54

8 310

More

% % %

(Base: All Adults 18+)

Changed Grocery Shopping Habits

Using Mobile Phone

Buying Household Appliances

The same

Less

Never did it

Result of economic downturn – IResult of economic downturn – I

14

Almost 3 in 5 Have Cut Back on Their Spending on Clothes & Shoes

3 2 1

4136

47

50 58 38

6 414

More% % %

(Base: All Adults 18+)

SocialisingBuying Clothes,

Shoes, Going to Hair

Salon/Beauticians

The same

Less

Never did it

Result of economic downturn – IIResult of economic downturn – II

15

Just Under 1 in 2 Never Buy Online

6 3 3

20 23

40

2635

40

4839

17

More

% % %

(Base: All Adults 18+)

Buying Items Online

Taking Taxis

Going Abroad on Holidays

The same

Less

Never did it

Result of economic downturn – IIIResult of economic downturn – III

16

1 in 2 Men and Those Aged 65+ are Likely to be Buying Food at Lunch Time Like They Always Did

2 4

3842 40

37

39 40

2317 16

2

More% % %

(Base: All Adults 18+)

Buying Food at Lunch Time

Going to the Cinema, Sports Events, Concert

Managing Central Heating

The same

Less

Never did it

Result of economic downturn – IVResult of economic downturn – IV

17

3 in 5 25-34 Year Olds are Going Away on Weekend Breaks Less as a Result of the Economic Downturn

4 4

30 28

48

37

1831

More% %

(Base: All Adults 18+)

Going Away on Weekend Breaks

Using Your Credit Card

The same

Less

Never did it

Result of economic downturn – VResult of economic downturn – V

18

Buying a House Has Been Put on Hold for 3 in 10 25-34 Year Olds

Postponing EventsPostponing Events

Male Female 18-24 25-34 35-44 45-54 55-64 65+

Undertaking Home Improvements

34% 38% 32% 41% 46% 42% 30% 19%

Going on Holiday 33% 34% 37% 42% 43% 28% 27% 19%

Changing Your Car 29% 29% 24% 38% 36% 32% 23% 13%

Buying a House 17% 16% 24% 30% 16% 12% 10% -

Getting Married 9% 8% 17% 16% 10% 2% 4% -

None of These 41% 41% 42% 31% 31% 40% 47% 65%

(Base: All Adults 18+)

Undertaking Home Improvements

Going on Holiday

Changing Your Car

Buying a House

Getting Married

None of These

Total

%

36

34

29

16

9

41

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Citywest Business CampusDublin 24

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