The Post-Recession Consumer in the U.S.

May 2010 | 176 pages | ID: PF34B1FC5F8EN
Packaged Facts

Abstracts

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As consumer confidence and economic optimism slowly returned in the first half of 2010, marketers and market researchers differed sharply over whether the price-conscious consumer who dominated the marketplace during the Great Recession would prove to be a temporary aberration or a permanent fixture in the American economy. This Packaged Facts report sifts through five years of Experian Simmons National Consumer Study (NCS) data to follow the twists and turns in consumer confidence before, during and in the immediate aftermath of the most severe economic downturn in 70 years. The report contrasts the attitudes and behavior of consumers on the highest end of the Consumer Confidence Index of the Experian Simmons NCS (“Confident Consumers”) with those on the lowest end (“Anxious Consumers”). By doing so, it sheds light on the conflicted mindset of consumers as the recession loses its grip and suggests how marketers might respond to their customers in an uncertain post-recession economic environment.

The first chapter of the report tracks changes in consumer confidence between 2005 and 2009, provides in-depth insights into trends affecting the post-recession environment in key areas such as price sensitivity and use of premium brands and highlights key opportunities in the post-recession consumer market. The next chapters contrast the demographics of Anxious and Confident Consumers today, analyze how Confident and Anxious Consumers handle their personal finances and provide an overview of their shopping and spending patterns. Subsequent chapters offer an in-depth view of how Confident and Anxious Consumers shop in supermarkets and drugstores and how they behave when shopping for the home. Another chapter offers an extensive analysis of how Confident and Anxious Consumers spend leisure time, including home entertainment, going out, and using the Internet and cellphones. The final chapter focuses on Confident and Anxious Consumers in the fashion and automotive sectors.

Contents

CHAPTER 1 EXECUTIVE SUMMARY

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Trends and Opportunities

Confident Consumers Begin to Return to the Marketplace

The “New Frugality”: A Temporary Fad or a Permanent Condition?

Post-Recession Consumers Remain Sensitive to Price

Brand Names Continue to Appeal to Confident Consumers

Increasing Reliance on Online Shopping Likely to Endure

Hyperpartisan Political Environment Affects Confidence

Marketers Try to Redefine Meaning of Value in Unpredictable Post-Recession Environment

Confident Consumers Offer the Best Way Forward for Marketers

Personal Profile of Anxious and Confident Consumers

Nearly 48 Million Consumers Categorized as Confident

Younger Consumers Maintain Confidence, Older Consumers More Anxious

Men in 45+ Age Group Most Likely to Be Anxious Consumers

Multicultural Consumers More Confident

Regional and Urban Differences Seen

Marital Status Impacts Consumer Confidence

Larger Households More Confident

Education Creates Confident Consumers

Job Switching Part of Confident Consumer Profile

Managers and Professionals Dominate Confident Consumers

Multiple Earners in Household Make for Confident Consumers

Views of Life Mirror Level of Economic Confidence

Political Orientation Affects Consumer Views

Managing Personal Finances

Confident Consumers Are Careful with Their Money

Anxious Consumers More Worried about Banks

Confident Consumers Are Informed Buyers of Financial Services

Anxious Consumers More Likely to Use Credit Cards

Paying Bills Online Favored by Confident Consumers

Confident Consumers Less Averse to Risk

Anxious and Confident Consumers Equally Likely to Own Investments

Savings Accounts More Popular with Confident Consumers

Confident Consumers Have More Debt

Confident Consumers Have More High-Value Life Insurance Policies

Overview of Shopping Behavior

Anxious Consumers Shop Less Often

Confident Consumers See Shopping as Experience, Not a Chore

New Stores Entice Confident Consumers

Confident Consumers Look for Good Deals

Brand Awareness Higher among Confident Consumers

Confident Consumers Are Influencers

Environmentally Friendly Companies Favored by Confident Consumers

Anxious Consumers Prefer to Buy American

Anxious Consumers Don’t Like Advertising

Product Placement Works with Confident Consumers

Anxious Consumers Like Cents-Off Coupons

Manufacturers’ Incentive Offers Draw Attention from Confident Consumers

Confident Consumers More Alert to In-Store Promotions and Advertising

Confident Consumers Are Big Online Spenders

Confident Consumers More Inclined to Buy Automobiles and Consumer Electronics

Shopping in Supermarkets and Drug Stores

New Foods Entice Confident Consumers

Frozen Dinners Get Nod from Anxious Consumers

Anxious Consumers Less Interested in Grocery Shopping

Little Difference in Use of Cents-Off Coupons in Supermarkets

Confident Consumers More Alert to In-Store Promotions and Advertising

Anxious Consumers Lean toward Store Brands in Supermarkets

Confident Consumers Shop More Often in Drug Stores

Store Brands More Popular with Anxious Consumers When in Drug Stores

Shopping for the Home

New Consumer Electronics Products Lure Tech-Savvy Confident Consumers

Confident Consumers More Likely to Shop in Consumer Electronics Stores

Homes of Confident Consumers Filled with Electronics

Big TVs Found in Confident Consumer Households

Confident Consumers Spend More on Home Furnishings and Bed, Bath & Linens

Household Appliance Purchases Similar

Confident Consumers More Likely to Plan Home Remodeling Projects

Similar Patterns in Shopping in Home Improvement Stores

How Confident and Anxious Consumers Spend Leisure Time

Anxious and Confident Consumers Share Many Leisure Activities

Anxious Consumers Less Involved with the Internet

Confident Consumers Tied to the Internet

Primetime Viewing Habits Differ

Confident Consumers Turn Away from CDs to Downloads

Bookstores Still Important

Many Differences in Magazine Choices of Men in Anxious and Confident Consumer Segments

Cellphones Vital Part of Lifestyle of Confident Consumers

Confident Consumers Go Out More

Anxious and Confident Consumers Choose Same Family and Fast Food Restaurants

Anxious Consumers Would Rather Stay in the U.S.

Cruises Attract Anxious Consumers

Consumer Profiles: Fashion and Automotive

Even Confident Consumers Cautious about Spending on Clothes

Walmart and Target Top Choices for Anxious and Confident Consumers

Store Brands of Women’s Lingerie More Popular among Anxious Consumers

Multiple Vehicles Common in Both Anxious and Confident Consumer Households

American Cars Get More Respect from Confident Consumers

Anxious Consumers Dial Back Expectations

Confident Consumers More Likely to Spend $30,000 or More for Cars

New Car Purchases Planned by Confident Consumers

CHAPTER 2 TRENDS AND OPPORTUNITIES

The Return of the Confident Consumer

Confident Consumers Begin to Return to the Marketplace

Figure 2-1: Number of Anxious and Confident Consumers, Selected Time Periods 2005-2009

Figure 2-2: Anxious and Confident Consumers as Percentages of the Adult Population, Selected Time Periods 2005-2009

Higher-Income Consumers Start to Regain Confidence

Table 2-1: Percent of Individuals with Employment Income and Household Income of $100,000 or More Classified as Anxious and Confident Consumers, Selected Time Periods 2005-2009

Trends in Post-Recession Consumer Attitudes

The “New Frugality”: A Temporary Fad or a Permanent Condition?

Post-Recession Consumers Remain Sensitive to Price

Table 2-2: Attitudes toward Sales and Bargains, Anxious vs. Confident Consumers by Selected Time Periods 2005-2009

Coupon Use on the Rise

Figure 2-3: Percent Agreeing “Coupons Draw Me to Stores I Don’t Normally Shop,” Anxious vs. Confident Consumers by Selected Time Periods 2005-2009

Brand Names Continue to Appeal to Confident Consumers

Table 2-3: Attitudes toward Brand Names, Anxious vs. Confident Consumers by Selected Time Periods 2005-2009

Table 2-4: Purchase of Store Brands for Items Tracked by Experian Simmons NCS, Anxious vs. Confident Consumers

Consumers Express Mixed Feelings about Pursuing Quality

Table 2-5: Attitudes toward Quality, Anxious vs. Confident Consumers by Selected Time Periods 2005-2009

Increasing Reliance on Online Shopping Likely to Endure among Post-Recession Consumers

Table 2-6: Trends in Shopping on the Internet, Anxious vs. Confident Consumers by Selected Time Periods 2005-2009

Shifts in Consumer Demographics during the Great Recession

Consumer Confidence a Dynamic Phenomenon

Many Changes in Demographic Profile of Anxious and Confident Consumers

Figure 2-4: Percent of U.S. Adults Identifying as Conservative Christian Evangelicals Who Are Anxious or Confident Consumers

Table 2-7: Profile of Confident Consumers by Selected Demographic Characteristics, Selected Time Periods 2005-2009

Table 2-8: Profile of Anxious Consumers by Selected Demographic Characteristics, Selected Time Periods 2005-2009

Hyperpartisan Political Environment Affects Consumer Confidence

Table 2-9: Percent Classified as Anxious Consumers by Party Identification, Selected Time Periods 2005-2009

Table 2-10: Percent Classified as Confident Consumers by Party Identification, Selected Time Periods 2005-2009

Table 2-11: Percent Classified as Anxious Consumers by Political Orientation, Selected Time Periods 2005-2009

Figure 2-5: Percent Classified as Anxious Consumers, “Very Conservative” vs. All Adults by Selected Time Periods 2005-2009

Table 2-12: Percent Classified as Anxious Consumers by Race and Hispanic Origin, Selected Time Periods 2005-2009

Table 2-13: Percent Classified as Confident Consumers by Race and Hispanic Origin, Selected Time Periods 2005-2009

Market Opportunities in the Post-Recession Era

Marketers Try to Redefine Meaning of Value in Unpredictable Post-Recession Environment

Competing across Categories Seen as Vital after the Recession

Marketers Need to Acknowledge that Not All Post-Recession Consumers Are the Same

Even Confident Consumers Remain Cautious

Confident Consumers Still Offer the Best Way Forward for Marketers

Table 2-14: Aggregate Income of Confident Consumer Households

Table 2-15: Aggregate Income of Anxious Consumer Households

CHAPTER 3 PERSONAL PROFILE OF ANXIOUS AND CONFIDENT CONSUMERS

Demographic Highlights

Nearly 48 Million Consumers Categorized as Confident

Table 3-1: Number of Anxious and Confident Consumers

Younger Consumers Maintain Confidence, Older Consumers More Anxious

Table 3-2: Anxious and Confident Consumers by Age Group

Men in 45+ Age Group Most Likely to Be Anxious Consumers

Figure 3-1: Percent Categorized as Anxious Consumers, Under-45 vs. 45-and-Over Age Groups

Figure 3-2: Percent Categorized as Anxious Consumers by Gender and Detailed Age Groups

Table 3-3: Anxious and Confident Consumers by Gender and Age Group

Older Men More Likely to Face Long-Term Unemployment

Table 3-4: Unemployment Rate and Duration of Unemployment among Men by Age Group, 2009

Multicultural Consumers More Confident

Table 3-5: Race and Hispanic Origin, Anxious vs. Confident Consumers

Regional and Urban Differences Seen

Table 3-6: Region of Residence, Anxious vs. Confident Consumers

Table 3-7: Percent Living in Metro Markets by Size and Region of Market, Anxious vs. Confident Consumers

Marital Status Impacts Consumer Confidence

Table 3-8: Marital Status, Anxious vs. Confident Consumers

Larger Households More Confident

Table 3-9: Size of Household and Presence of Children, Anxious vs. Confident Consumers

Employment and Income

Education Creates Confident Consumers

Table 3-10: Educational Achievement, Anxious vs. Confident Consumers

Job Switching Part of Confident Consumer Profile

Table 3-11: Job Experience in Last 12 Months, Anxious vs. Confident Consumers

Managers and Professionals Dominate Confident Consumers

Table 3-12: Employment Profile, Anxious vs. Confident Consumers

Multiple Earners in Household Make for Confident Consumers

Table 3-13: Number of Employed Adults in Household, Anxious vs. Confident Consumers

Table 3-14: Household Income, Anxious vs. Confident Consumers

Table 3-15: Employment Income, Anxious vs. Confident Consumers

Homeownership Generates Anxiety

Table 3-16: Homeownership Status, Anxious vs. Confident Consumers

Life Views of Anxious and Confident Consumers

Views of Life Mirror Level of Economic Confidence

Table 3-17: Attitudes toward Life, Anxious vs. Confident Consumers

Political Orientation Affects Consumer Views

Table 3-18: Political Profile, Anxious vs. Confident Consumers

Table 3-19: Social and Religious Values, Anxious vs. Confident Consumers

Memberships Highlight Differences between Anxious and Confident Consumers

Figure 3-3: Percent Belonging to Any Membership Group, Anxious vs. Confident Consumers

Table 3-20: Memberships, Anxious vs. Confident Consumers

CHAPTER 4 MANAGING PERSONAL FINANCES

Overview

Confident Consumers Are Careful with Their Money

Table 4-1: Managing Personal Finances, Anxious vs. Confident Consumers

Anxious Consumers More Worried about Banks

Figure 4-1: Percent Uncomfortable Trusting Money to a Bank, Anxious vs. Confident Consumers

Confident Consumers Are Informed Buyers of Financial Services

Table 4-2: Attitudes toward Financial Services, Anxious vs. Confident Consumers

Anxious Consumers More Likely to Hire Tax Preparation Service

Figure 4-2: Percent Preferring to Have Professional Prepare Taxes, Anxious vs. Confident Consumers

Use of Credit Cards

Anxious Consumers More Likely to Use Credit Cards

Table 4-3: Use of Credit Cards, Anxious vs. Confident Consumers

ATM Cards More Popular with Confident Consumers

Figure 4-3: Percent with ATM/Debit Card, Anxious vs. Confident Consumers

Confident Consumers Pay Bills Online

Table 4-4: Method Used to Pay Bills, Anxious vs. Confident Consumers

Banking and Investing

Confident Consumers Less Averse to Risk

Figure 4-4: Percent Agreeing that Investing in the Stock Market Is Too Risky, Anxious vs. Confident Consumers

Anxious and Confident Consumers Equally Likely to Own Investments

Table 4-5: Investments Owned, Anxious vs. Confident Consumers

Confident Consumers More Likely to Have Savings Accounts

Table 4-6: Banking and Investments, Anxious vs. Confident Consumers

Confident Consumers Have More Debt

Figure 4-5: Percent with Loans of Any Type, Anxious vs. Confident Consumers

Table 4-7: Type of Loans, Anxious vs. Confident Consumers

Insurance

Life Insurance Important to Confident Consumers

Table 4-8: Attitudes toward Insurance, Anxious vs. Confident Consumers

Confident Consumers Have More High-Value Life Insurance Policies

Table 4-9: Ownership of Life Insurance, Anxious vs. Confident Consumers

Homeowners Insurance More Common in Anxious Consumer Segment

Table 4-10: Property and Vehicle Insurance, Anxious vs. Confident Consumers

Health Insurance Varies

Table 4-11: Ownership of Health Insurance, Anxious vs. Confident Consumers

CHAPTER 5 OVERVIEW OF SHOPPING BEHAVIOR

Importance of Shopping

Confident Consumers Like to Shop

Table 5-1: Attitudes toward Shopping, Anxious vs. Confident Consumers

Anxious Consumers Shop Less Often

Figure 5-1: Percent Shopping in Department or Discount Store at least Seven Times in Last Four Weeks, Anxious vs. Confident Consumers

Figure 5-2: Percent Visiting Shopping Mall in Last Four Weeks, Anxious vs. Confident Consumers

Convenience Stores Attract Confident Consumers

Table 5-2: Shopping in Convenience Stores in Last Four Weeks, Anxious vs. Confident Consumers

Confident Consumers See Shopping as Experience, Not a Chore

Table 5-3: Shopping Behavior, Anxious vs. Confident Consumers

New Stores Entice Confident Consumers

Table 5-4: Shopping in New Stores, Anxious vs. Confident Consumers

Confident Consumers on Quest for Quality

Table 5-5: Attitudes toward Buying Quality, Anxious vs. Confident Consumers

Confident Consumers Look for Good Deals

Table 5-6: Attitudes toward Sales and Bargains, Anxious vs. Confident Consumers

Brand Awareness Higher among Confident Consumers

Table 5-7: Brand Awareness, Anxious vs. Confident Consumers

Confident Consumers Are Influencers

Table 5-8: Impact on Others’ Buying Decisions, Anxious vs. Confident Consumers

Environmentally Friendly Companies Favored by Confident Consumers

Table 5-9: Attitudes toward Going Green, Anxious vs. Confident Consumers

Anxious Consumers Prefer to Buy American

Figure 5-3: Percent Agreeing that They Buy Goods Produced by Own Country When They Can, Anxious vs. Confident Consumers

Impact of Advertising and Promotions

Anxious Consumers Don’t Like Advertising

Table 5-10: Attitudes toward Advertising, Anxious vs. Confident Consumers

Out-of-Home Ads Work with Confident Consumers

Table 5-11: Impact of Out-of-Home Advertising, Anxious vs. Confident Consumers

Product Placement Works with Confident Consumers

Table 5-12: Impact of Product Placement, Anxious vs. Confident Consumers

Anxious Consumers Like Cents-Off Coupons

Table 5-13: Use of Cents-Off Coupons, Anxious vs. Confident Consumers

Manufacturers’ Incentive Offers Draw Attention from Confident Consumers

Table 5-14: Use of Incentive Offers from Product Manufacturers, Anxious vs. Confident Consumers

Confident Consumers More Alert to In-Store Promotions and Advertising

Table 5-15: Impact of In-Store Promotions and Advertising, Anxious vs. Confident Consumers

Online and Catalog Shopping

Confident Consumers Geared toward Online Shopping

Table 5-16: Attitudes toward Online Shopping, Anxious vs. Confident Consumers

Table 5-17: Online Activities in Last Seven Days (excluding email), Anxious vs. Confident Consumers

Confident Consumers Are Big Online Spenders

Table 5-18: Amount Spent on Internet in Last 12 Months, Anxious vs. Confident Consumers

Confident Consumers See Cellphones as Shopping Tool

Figure 5-4: Percent Interested in Using Cellphones for Store Purchases, Anxious vs. Confident Consumers

Catalog Shopping Appeals to Both Segments

Figure 5-5: Percent Buying Merchandise from Catalog in Last 12 Months, Anxious vs. Confident Consumers

Table 5-19: Catalog Shopping in Last 12 Months, Anxious vs. Confident Consumers

Purchasing Patterns

Women More Likely to Be Primary Shoppers in Confident Consumer Households

Table 5-20: Gender of Primary Shopper, Anxious vs. Confident Consumers

Confident Consumers More Inclined to Buy Automobiles and Consumer Electronics

Table 5-21: Products Bought in Last 12 Months, Anxious vs. Confident Consumers

CHAPTER 6 SHOPPING IN SUPERMARKETS AND DRUG STORES

Supermarkets and Food Stores

New Foods Entice Confident Consumers

Table 6-1: Attitudes toward Cooking at Home, Anxious vs. Confident Consumers

Table 6-2: Attitudes toward Trying New Foods, Anxious vs. Confident Consumers

Frozen Dinners Get Nod from Anxious Consumers

Table 6-3: Attitudes toward Eating Store-Made Meals and Frozen Dinners, Anxious vs. Confident Consumers

Anxious Consumers Less Interested in Grocery Shopping

Figure 6-1: Percent Agreeing that “Shopping for Groceries Is a Bore,” Anxious vs. Confident Consumers

Table 6-4: Number of times Shopped in Supermarkets and Food Stores in Last Four Weeks, Anxious vs. Confident Consumers

Table 6-5: Average Amount Spent per Week in Supermarkets and Food Stores in Last Four Weeks, Anxious vs. Confident Consumers

Little Difference in Use of Cents-Off Coupons in Supermarkets

Table 6-6: Use of Cents-Off Coupons, Anxious vs. Confident Consumers

Confident Consumers More Alert to In-Store Promotions and Advertising

Table 6-7: Impact of In-Store Promotions and Advertising When Food Shopping, Anxious vs. Confident Consumers

Anxious Consumers Lean toward Store Brands in Supermarkets

Table 6-8: Overview of Purchase of Store Brands in Supermarkets, Anxious vs. Confident Consumers

Table 6-9: Percent of Food Product Users Using Store Brands, Anxious vs. Confident Consumers

Table 6-10: Percent Using Store Brands for Non-Food Items in Supermarkets, Anxious vs. Confident Consumers

Drug Stores

Confident Consumers Shop More Often in Drug Stores

Table 6-11: Drug Stores Shopped in Last Four Weeks, Anxious vs. Confident Consumers

Confident Consumers Believe in Vitamins

Table 6-12: Attitudes toward Vitamins, Anxious vs. Confident Consumers

Store Brands More Popular with Anxious Consumers When in Drug Stores

Figure 6-2: Percent Agreeing that Over-the-Counter Store Brands Work Just as Well as Advertised Brands, Anxious vs. Confident Consumers

Table 6-13: Percent Using Store Brands in Drug Stores, Anxious vs. Confident Consumers

CHAPTER 7 SHOPPING FOR THE HOME

Consumer Electronics

New Consumer Electronics Products Lure Tech-Savvy Confident Consumers

Table 7-1: Attitudes toward Consumer Electronics, Anxious vs. Confident Consumers

Figure 7-1: Percent Buying Consumer Electronics Products in Last 12 Months, Anxious vs. Confident Consumers

Figure 7-2: Percent Planning to Buy New Personal Computer in Future, Anxious vs. Confident Consumers

Confident Consumers More Likely to Shop in Consumer Electronics Stores

Table 7-2: Shopping in Consumer Electronics Stores, Anxious vs. Confident Consumers

Table 7-3: Shopping in Office Supply/Computer Stores, Anxious vs. Confident Consumers

Table 7-4: Place of Purchase of Selected Consumer Electronics Products, Anxious vs. Confident Consumers

Homes of Confident Consumers Filled with Electronics

Table 7-5: Ownership of Selected Consumer Electronics Products, Anxious vs. Confident Consumers

Big TVs Found in Confident Consumer Households

Table 7-6: Ownership of Television Sets, DVD Players and VCRs, Anxious vs. Confident Consumers

Home Furnishings

Home Furnishings Shopping Habits Similar

Table 7-7: Shopping in Home Furnishings Stores, Anxious vs. Confident Consumers

Confident Consumers Spend More on Home Furnishings and Bed, Bath & Linens

Table 7-8: Expenditures on Household Furnishings and Bed, Bath & Linens in Last 12 Months, Anxious vs. Confident Consumers

Household Appliance Purchases Similar

Figure 7-3: Percent Buying Major Household Appliance in Last 12 Months, Anxious vs. Confident Consumers

Figure 7-4: Percent Buying Small/Countertop Appliance in Last 12 Months, Anxious vs. Confident Consumers

Home Improvement

Major Home Remodeling Projects More Common among Confident Consumers

Figure 7-5: Percent Carrying Out Any Home Remodeling Project, Anxious vs. Confident Consumers

Table 7-9: Remodeling Kitchens and Bathrooms, Anxious vs. Confident Consumers

Similar Patterns in Shopping in Home Improvement Stores

Table 7-10: Shopping in Home Improvement Stores, Anxious vs. Confident Consumers

CHAPTER 8 HOW CONFIDENT AND ANXIOUS CONSUMERS SPEND LEISURE TIME

Overview

Confident Consumers More Physically Fit

Table 8-1: Physical Fitness Programs, Anxious vs. Confident Consumers

Anxious and Confident Consumers Share Many Leisure Activities

Table 8-2: Hobbies and Leisure Activities in Last 12 Months, Anxious vs. Confident Male Consumers

Table 8-3: Hobbies and Leisure Activities in Last 12 Months, Anxious vs. Confident Female Consumers

Home Entertainment

Anxious Consumers less Involved with the Internet

Table 8-4: Impact of the Internet, Anxious vs. Confident Consumers

Many Confident Consumers Tied to the Internet

Table 8-5: Internet Usage at Home in Last Seven Days (excluding email), Anxious vs. Confident Consumers

Table 8-6: Online Activities in Last Seven Days (excluding email), Anxious vs. Confident Consumers

Video-on-Demand More Popular among Confident Consumers

Table 8-7: Access to Cable Television, Anxious vs. Confident Consumers

Table 8-8: Video-On-Demand Services, Anxious vs. Confident Consumers

Primetime Viewing Habits Differ

Table 8-9: Primetime Viewing, Anxious vs. Confident Consumers

Confident Consumers Turn Away from CDs to Downloads

Table 8-10: Purchase of Music in Last 12 Months, Anxious vs. Confident Consumers

Bookstores Still Important

Table 8-11: Purchase of Books in Last 12 Months, Anxious vs. Confident Consumers

Women in Anxious Consumer Segment More Likely to Read Magazines

Table 8-12: Most Popular Magazines, Anxious vs. Confident Female Consumers

Many Differences in Magazine Choices of Men in Anxious and Confident Consumer Segments

Table 8-13: Differences in Magazine Reading Habits, Anxious vs. Confident Male Consumers

Table 8-14: Most Popular Magazines, Anxious vs. Confident Male Consumers

Staying in Touch with Family and Friends

Cellphones Vital Part of Lifestyle of Confident Consumers

Table 8-15: Attitudes toward Cellphones, Anxious vs. Confident Consumers

Extra Features Important to Confident Consumers

Table 8-16: Ownership and Use of Cellphones , Anxious vs. Confident Consumers

Going Out

Confident Consumers Go Out More

Table 8-17: Attendance at Live Entertainment Events in Last 12 Months, Anxious vs. Confident Consumers

Movies Major Part of Entertainment Agenda for Confident Consumers

Table 8-18: Movie Attendance, Anxious vs. Confident Consumers

Confident Consumers Frequent Users of Fast Food Outlets

Table 8-19: Use of Family and Fast Food Restaurants in Last 30 Days, Anxious vs. Confident Consumers

Anxious and Confident Consumers Choose Same Family and Fast Food Restaurants

Table 8-20: Family Restaurants Visited Most, Anxious vs. Confident Consumers

Table 8-21: Fast Food Restaurants Visited Most, Anxious vs. Confident Consumers

Travel

Anxious Consumers Would Rather Stay in the U.S.

Table 8-22: Attitudes toward Travel, Anxious vs. Confident Consumers

Table 8-23: Foreign Travel, Anxious vs. Confident Consumers

Anxious Consumers Travel Less Frequently

Table 8-24: Domestic Travel, Anxious vs. Confident Consumers

Confident Consumers Good Customers for Travel Service Providers

Table 8-25: Use of Travel Services, Anxious vs. Confident Consumers

Cruises Attract Anxious Consumers

Table 8-26: Cruise Ship Vacations, Anxious vs. Confident Consumers

CHAPTER 9 CONSUMER PROFILES: FASHION AND AUTOMOTIVE

Fashion

Confident Consumers Follow Fashion

Table 9-1: Attitudes toward Fashion, Anxious vs. Confident Consumers

Even Confident Consumers Cautious about Spending on Clothes

Table 9-2: Attitudes toward Buying Clothes, Anxious vs. Confident Consumers

Walmart and Target Top Choices for Anxious and Confident Consumers

Table 9-3: Department/Discount Stores Shopped in Last Three Months, Anxious vs. Confident Consumers

Store Brands of Women’s Lingerie More Popular among Anxious Consumers

Table 9-4: Percent Buying Store Brands for Women’s Lingerie, Anxious vs. Confident Women Consumers

Clothing Choices Analyzed

Table 9-5: Men’s Apparel and Accessories Purchased in Last 12 Months by Anxious and Confident Male Consumers

Table 9-6: Women’s Apparel and Accessories Purchased in Last 12 Months by Anxious and Confident Female Consumers

Confident Consumers More Likely to Buy Watches

Figure 9-1: Percent Buying Watch for Self or Others in Past 12 Months, Anxious vs. Confident Consumers

Automotive

Multiple Vehicles Common in Both Anxious and Confident Consumer Households

Table 9-7: Profile of Auto Owners, Anxious vs. Confident Consumers

Confident Consumers Drive Fast

Table 9-8: Attitudes toward Cars and Driving, Anxious vs. Confident Consumers

Options Catch Eye of Confident Consumers

Table 9-9: Reasons for Buying Cars, Anxious vs. Confident Consumers

American Cars Get More Respect from Confident Consumers

Table 9-10: Attitudes toward Foreign and Domestic Cars, Anxious vs. Confident Consumers

Anxious Consumers Dial Back Expectations

Table 9-11: New and Used Cars, Anxious vs. Confident Consumers

Confident Consumers More Likely to Spend $30,000 or More for Cars

Table 9-12: Amount Spent and Method of Financing Most Recent Vehicle, Anxious vs. Confident Consumers

Confident Consumers Plan New Car Purchases in Near Future

Table 9-13: Next Vehicle Purchase, Anxious vs. Confident Consumers