|Title:||United States survey percentages of consumers regarding average daily spending by gender, age group, geographic region, and income range in a year-to-year comparison for January 2010 and January 2011|
Start of full article - but without data
U.S. CONSUMERS' AVERAGE DAILY SPENDING,
JANUARY 2011 VS. JANUARY 2010
January 2011 January 2010
All $XX $XX
Men $XX $XX
Women $XX $XX
Ages XX-XX $XX $XX
Ages XX-XX $XX $XX
Ages XX-XX $XX $XX
Ages XX+ $XX $XX
East $XX $XX
Midwest $XX $XX
South $XX $XX
West $XX $XX
Upper-income $XXX $XXX
Lower- and $XX $XX middle-income
Note: Table made from bar graph.
Although the National Retail Federation predicts a X% increase (to $X.XX trillion) in total retail sales in 2011, U.S. consumers are spending less on daily purchases so far this year than they did in 2010. Americans spent an average of $XX per day in January 2011, down X% from $XX in January 2010, and XX% lower than the $XX spent daily in January 2008, according to Gallup (calculations by RESEARCH ALERT).
Spending varies by age, geography, gender, and income. Women spend less than men do on a daily basis, but their spending rose between January 2010 and 2011, while men's declined. Consumers who live in the Eastern states spent slightly more in January 2011 than they did the previous January, while those in the Midwest spent significantly less from one year to the next.
While upper-income adults spend about twice as much per day as their lower- and middle-income counterparts, both groups spent less in January 2011 than in January 2010.
Four in XX adults (XX%) expect to spend about the same amount in 2011 as they did in 2010, according to a separate study by American Express. More than one in XX (XX%) say they'll spend more this year than last year.
During an extended period of economic difficulties, people across a wide range of incomes and family situations have to make decisions about what they can and cannot do without. Some goods and services that make acceptable short-term sacrifices become harder to say no to over the long haul. Clothes and shoes wear out, hair grows, and so on.
When asked what they can do without, and what they consider essential, consumers say they'll readily go without luxuries such as upscale cosmetics, jewelry, and handbags; spa services such as manicures/pedicures and facials; dinners at fine restaurants; and some forms of entertainment, according to a BIGresearch survey for the National Retail Federation.
They're not willing to give up the technologies that keep them connected to one another, however--XX% consider their home Internet service essential, and XX% wouldn't go without (basic) mobile phone service. This may reflect the increasing value of these technologies as entertainment portals as well.
Some sacrifices are a matter of degree. For example, while XX% of adults are willing to give up shopping for apparel at specialty stores and XX% at department stores, only XX% would give up shopping for clothes at discount stores.
Similarly, XX% consider basic cable or satellite TV essential, but only XX% feel that way about premium cable or satellite service. Nine in XX will give up fine dining, but fewer are willing to forego eating at casual sit-down restaurants (XX%) or fast-food places (XX%).
There are some interesting--and in some cases surprising--demographic variations in what people consider essential or expendable.
Women are more willing than men to give up new jeans (XX% vs. XX%) and shoes (XX% vs. XX%)--though they're less likely to be willing to stop shopping for clothes at discount stores (XX% vs. XX%).
Women are also more strongly attached to their Internet service (XX% consider it essential, compared to XX% of men). As evidence of the Internet's status as a fully mainstream medium, consumers' unwillingness to give it up increases with age. The study authors believe that younger consumers' greater willingness to give up Internet service may reflect the increasing availability of wi-fi.
Young adults ages XX-XX are less willing than adults overall to give up a variety of goods and services, such as organic and gourmet foods, spa services, mobile Internet and upgraded mobile devices, fine dining, on-demand video streaming services, and gym memberships. They're less likely than other adults to have already cut back, and more likely to say they plan to do so shortly.
Interestingly, among those who wouldn't consider giving up their upgraded mobile phones, there's little difference by income level: XX% of those with incomes of less than $XX,XXX and XX% of those with incomes of $XX,XXX and above consider them essential.
Consumers plan to spend more this year than they did last year on personal grooming (XX%), health/fitness (XX%), and clothing for themselves (XX%), according to American Express. They're least likely to increase their spending on tablet computers or e-book readers (XX%), portable media players (XX%), jewelry (XX%), and videogame systems and games (XX%).
When asked where they're shopping more frequently, compared to a year ago, consumers say they're patronizing superstores, discount grocery stores, and drugstores most, according to a separate study by BrandSpark for Better Homes and Gardens. They're visiting gourmet or specialty food stores, natural food stores, and convenience stores less frequently than last year.
When choosing where to shop for food, beverages, health and beauty aids, or household products, consumers are most concerned with freshness, low prices, and finding what they need in stock. They're less likely to be motivated by the availability of recipes, in-store sampies, or a wide variety of organic products.
Six in XX consumers (XX%) say they're likely to buy products that are recommended by others, and three quarters (XX%) like sharing their opinions. Eight in XX (XX%) love telling friends and family when they've gotten a good deal.
Although the majority (XX%) take pride in the things they own (XX% agree and XX% agree completely with the statement), fewer than half believe that people are judged by their possessions (XX% agree and XX% agree completely).
Good And Bad Experiences
More than one in five consumers (XX%) who had good experiences with online retailers during the 2010-2011 holiday season recommended the retailers to friends, according to a separate study by Harris Interactive for customer experience management company RightNow.
Nearly a third (XX%) made additional purchases from these retailers, and XX% posted positive reviews online. Almost three in XX (XX%) online shoppers read customer reviews on social networking and review sites as part of their information-gathering process for online shopping.
Consumers who feel their complaints are being taken seriously tend to respond favorably. More than two thirds (XX%) of customers who posted complaints or negative reviews on social networking or review sites about specific retailers received responses from the retailers.
Of these, XX% deleted their negative reviews after being contacted by the retailers, XX% subsequently posted positive reviews, and XX% made further purchases from the retailers. [CONSUMER SPENDING, RETAIL/SERVICE SECTOR]
SOURCES: "Retail Sales Outlook 2011," National Retail Federation, Matthew Shay, President/CEO, XXX Xth St., NW, #XXXX, Washington, DC XXXXX; XXX-XXX-XXXX; firstname.lastname@example.org; www.nrf.com. Price: Free to NRF members; call for price information for non-members. Also, "Adjusting to the New Normal," Stores magazine, February 2011, Susan Reda, Executive Editor; XXX-XXX-XXXX; email@example.com.
"Gallup Daily Tracking, January 2011," Gallup, Dennis Jacobe, Ph.D., Chief Economist, XXX F St., NW, Washington, DC XXXXX;XXX-XXX-XXXX;firstname.lastname@example.org www.gallup.com. For product and price information, contact: Eric Nielsen; email@example.com.
"American Express Spending and Saving Tracker," American Express, Christine Elliott, XXX Vesey St., New York, NY XXXXX; XXX-XXX-XXXX; firstname.lastname@example.org; www.americanexpress.com. Price: Contact or visit https://businessinsights.americanexpress.com for information.
"American Pulse Survey, December 2010," BIGresearch, Phil Rist, EVP Strategic Initiatives, XXX West Wilson Bridge, #XXX, Worthington, OH XXXXX; XXX-XXX-XXXX; email@example.com; www.bigresearch.com. Price: Contact for information.
"American Shopper Study," Better Homes and Gardens, Christina Poletto, XXX Lexington Ave., New York, NY XXXXX; XXX-XXX-XXXX; firstname.lastname@example.org; www.bhg.com. Price: This study is proprietary.
BrandSpark International, Robert Levy, President & CEO, XXXX Bay St., #XXXX, Toronto, ON MSS XBX, Canada; XXX-XXX-XXXX; email@example.com; www.brandspark.ca