The New Recession Consumer in the U.S.

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $3,080	176 Pages	Packaged Facts	May, 2010	LA2604926

Best Price Guarantee
Price	from $3,080
Length	176 Pages
Publisher	Packaged Facts
Published Date	May, 2010
SKU	LA2604926

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.

Read an excerpt from this report below.

Market Insights: A Selection From The Report

Consumer Confidence a Dynamic Phenomenon

One of the most striking findings of this Packaged Facts analysis of Experian Simmons NCS consumer confidence data is that “consumer confidence” is a highly fluid concept. From 2005 through 2009 there were tens millions of Americans who migrated in and out of the ranks of Confident and Anxious Consumers. At the end of this period, the demographic profile of Confident and Anxious Consumers had been dramatically transformed.

Many Changes in Demographic Profile of Anxious and Confident Consumers

The demographic profile of Confident and Anxious Consumers changed radically during the recession.

Compared to 2005, the Confident Consumer population base now includes a smaller percentage of non-Hispanic whites (62% vs. 73%) and consequently a higher proportion of multicultural consumers (38% vs. 27%).

The same period also saw a reversal in the political composition of Confident Consumers. Whereas in 2005, only 24% were Democrats and 41% were Republicans, by 2009 only 24% were Republicans and 41% were Democrats. The percentage of political conservatives dropped from 45% to 33%, while those identifying as conservative evangelical Christians declined from 38% to 31% of the Confident Consumer segment.

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

Retailers and marketers are coming to grips with the need to reposition their brands in the post-recession era. After surviving a period when they and their customers defined value purely in terms of price, marketers are searching for strategies that transcend the idea that the main benefit of buying their brands is to save money. A Macy’s executive has noted that the retailer is “working to more clearly define Macy’s value to our customers in a way that isn’t focused only on price,” and is concentrating on longer-term strategic issues such as its localization program. A Kimberly-Clark Corp. executive has pointed out the need to focus on innovation that is truly meaningful to customers. As noted in Advertising Age (February 1, 2010), “A big part of the coming-out-of-recession strategy lies in keeping the value messaging that worked so well in the downturn, but now redefining the meaning of value. Whether it be through transitional messaging, product mix or innovation, the bottom line of marketing your way out of the recession boils down to honing your relationship with the consumer.”

In the News

Confident U.S. Consumers Make Much Anticipated Return to Post-Recession Marketplace

New York, April 29, 2010 — Consumer confidence and economic optimism are on the upswing in the first half of 2010, accompanied by new opportunities for marketers and retailers to redefine the meaning of “value” in a still unpredictable economic environment, according to The Post-Recession Consumer in the U.S. by market research publisher Packaged Facts.

“We anticipate that consumers traumatized by the severity of the economic downturn will continue to watch their wallets in the short-term,” says Don Montuori, publisher of Packaged Facts. “In response, retailers and marketers are coming to grips with the need to reposition their brands. After surviving a period when they and their customers defined value purely in terms of price, marketers are searching for strategies that transcend the idea that the main benefit of buying their brands is to save money.”

The report, based largely on Experian Simmons National Consumer Study (NCS) data, reveals that as recently as the first half of 2009, the number of fiscally pessimistic consumers increased significantly. By the time economic optimism rebounded in the second half of 2009, the number of confident consumers increased 25% over the first half from 38 million to 48 million Americans.

Packaged Facts identifies confident consumers as essential to the post-recession rebound due to their above average household incomes and the numerous other characteristics that make them amenable to marketing appeals that transcend the incumbent “price equals value” motif. For example, confident consumers are eager to shop in new stores, try out new products and experiment with new foods. They see the benefits of advertising and are much more likely to pay attention to ads in a wide range of platforms. Confident consumers are also early adopters and influencers who shop frequently and enjoy doing so. In addition, the cohort has a higher likelihood of making a wide range of major purchases in the next year.

The Post-Recession Consumer in the U.S. 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.

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

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