Consumer and Market Trends during Recession - Cross Industry Research Report by TrendsSpotting.com

Consumer & Market Trends During Recession Cross Industry Research Summary Report

Recession Trends: “ “ Bloomberg, July 26 -- The worst U.S. recession in five decades probably eased in the second quarter (2009) as trade and government stimulus mitigated the damage from declines in housing, inventories and consumer and business spending”. “ President Obama is similarly optimistic declaring that: “ the worst may be over in the economic crisis.. Source : http://www.bloomberg.com

Is it really… Are there signs of consumer recovery?

TrendsSpotting has captured consumers’ shopping behavior indications for 2009: Food & Drinks Media & Automobiles Education Communications Recession Trends

Food & Drinks Media & Automobiles Education Communications Food Consumption of consumers eat dinner at home more often 56% than before the downturn & nearly the same percentage are eating dinner less often at restaurants. More than one-third (37%) of consumers surveyed report going to bars or clubs less often. Source: April 09 Nielsen Survey

Food & Drinks Media & Automobiles Education Communications Changes In Buying Habits • A greater tendency to buy larger package sizes (42%) • Buying more U.S. products (28%) • Purchasing more locally made products (25%) • Known products (23%) versus experimenting with new ones • Private label food (7.4% increase in sales). Source: April 09 Nielsen Survey, August 09 , Nielsen: US Store Brand Development

Food & Drinks Media & Automobiles Education Communications Restaurant Traffic 2.6% Decline in total US restaurant industry traffic for 09 spring quarter versus the same quarter last year (sharpest decline in industry traffic since 1981). Source: NPD’s Consumer Reports on Eating Share Trends (CREST®)

Food & Drinks Media & Automobiles Education Communications Restaurant Traffic • Household with kids, cut back their visits to all segments of restaurants • Over 50% of industry’s decline traced to fewer supper visits from parties with kids. • Traffic was down 2% at quick service restaurants. • Casual dining declined 4% and midscale was down 6%. Source: NPD’s Consumer Reports on Eating Share Trends (CREST®)

Food & Drinks Media & Automobiles Education Communications Coffee Purchase 83% of American consumers drink coffee more at home ( up 5 points from a year ago). Coffee consumption pattern did not change as 54% drink coffee daily. Source: 2009 National Coffee Drinking Trends survey

Food & Drinks Media & Automobiles Education Communications Alcohol 50% of American consumers are actively seeking out best deals. 24% of wine consumers choose less expensive drinks. One third of beer, wine and spirits consumers order fewer drinks. Source: April 09 Nielsen Survey

Food & Drinks Media & Automobiles Education Communications Pet Foods And Veterinary Services 22% of American put a high priority on pets compared to Canadians (17%), French (15%) and Italians (12%). The pet industry is expected to generate $51.6 billion this year - 1.3% more than in 2008. Source: 1- ING DIRECT/ TNS 2- : IBISWorld.

Food & Drinks Media & Automobiles Education Communications Home Broadband home broadband adoption, is up from 55% in 2008. 63% 34% of home broadband users said they subscribed to a service that gave them faster access speeds, an increase from 29% in 2008. A growing share of broadband subscribers pay for premium service that gives them faster speeds. . They are also paying more for the extra speed than they did a year ago Source : Pew June 09 survey

Food & Drinks Media & Automobiles Education Communications Cell Phone Services of cell phone users (19% of all adults) report that in 22% the past year they have cancelled or cut back cell phone service. Cell phone users are economizing on service plans.85% of adults report to have cell phone service, up from 77% at the end of 2007. Source : PEW’s April 2009 survey

Food & Drinks Media & Automobiles Education Communications Smart Phones Smart phone ownership continues to rise, with 37% of respondents now reporting they own a smart phone. 14.4% say they plan on buying a smart phone in the next 90 days, the highest percentage ever recorded in a ChangeWave survey. Source : June 09 survey by ChangeWave

Food & Drinks Media & Automobiles Education Communications Cable TV Services 22% of US adults have cancelled or cut back cable TV service in the last year. More than a quarter of consumers plan to reduce or cancel their satellite or cable TV subscriptions, according to the research, up from 15% six months ago. Source : 1 : PEW’s April 2009 survey, 2: Media Channel

Food & Drinks Media & Automobiles Education Communications Video Games Drop to $863 million in video games sales were registered in May from the same period a year ago. 23% Sales of hardware (consoles and hand-held devices) dropped 30% while sales of software fell 17%, to $449 million. In June - domestic retail sales of hardware and software fell 31% - the largest monthly drop since September 2000. Source : NPD GROUP

Food & Drinks Media & Automobiles Education Communications Automobiles Although Americans' dependence on the 20% family car remains strong (88% rate an automobile as a necessity) - 2009 auto sales are expected to decline by 20.5 percent, or 10.5 million vehicles. Source: 1-April's PEW Research report, 2- IBISWorld

Food & Drinks Media & Automobiles Education Communications Hybrid Cars On February 2009, only 15,144 hybrids sold nationwide, down almost two-thirds from April 08, when the segment's sales peaked and gas averaged $3.57 a gallon. Source : LA Times

Food & Drinks Media & Automobiles Education Communications Education Planning of high school guidance counselors saw an increase 71% in the number of students who this year chose less- expensive colleges over their "dream school." Source : National Association for College Admission Counselling Survey

About the report: Food & Drinks Media & Automobiles Education Communications 50 pages detailed report across 8 industries Over 50 consumer studies and web metric trends analyses Instant download

Conclusions: TrendsSpotting finds that contrary to some optimistic public statements, for the majority of industries, recovery is still some ways down the road. After initially cutting back across the board, consumers have reassessed their personal situation and begun to employ a new set of priorities. They are checking out private labels and, if found satisfying, they will become loyal to them. Consumers aren’t sacrificing electronics, but are reconsidering their options. Recovery will bring a new age of consumers, much more aware of their expenses and their priorities. Consumers will not revert to their previous habits as those were proven to be unsound. Recovery will come from markets matching consumers’ new priorities.

About the report: In this TrendsSpotting report we follow the main consumer markets and consumers’ behavior indications for the year 2009. To better understand how Americans are adjusting their buying habits during the recession we have collected consumers’ spending statistics, data provided by recognized market research companies. TrendsSpotting’s unique consumer insights derive from marketing research expertise along with experienced use of web metrics tools such as Search Trends and Social Media monitoring . Utilizing these tools to “listen” to consumer interaction and follow their search processes, provides good indications on consumer interests and intentions. TrendsSpotting presents web metrics findings in each industry reviewed.

Reviews on the report: --- Guy Kawasaki, Co-founder of Alltop.com and Garage Technology Ventures: “Consumer and Market Trends during Recession” is a very interesting and timely report. In addition to a comprehensive review of survey data, TrendsSpotting's unique use of web metrics reflecting consumers' online behavior, brings market research into the Web 2.0 era. I find TrendsSpotting's business review an important resource for marketers“. --- Marian Salzman, President Euro RSCG Worldwide PR, North America, and trendspotter: "The report is enormously comprehensive and stunningly interesting. TrendsSpotting.com has pulled it all together to make it highly relevant. I am impressed by the breadth and depth, and timeliness of the content. Wow.“

Buy the full 50 page report: The “Consumer and Market Trends during Recession” report covers the U.S. market in the following consumer industries: Food and Beverage, Apparel, Media and Electronics, Travel, Health, Automobiles, Education and Pets. It provides a broad perspective on consumers' changing behavior during the current economic downturn. Click here to buy this report- online

The report, “Consumers and Markets during Recession" was conducted by TrendsSpotting Market Research, headed by Dr. Taly Weiss, a Social Psychologist and Marketing Trends researcher. TrendsSpotting.com is a Trends Research company. Using unique research 2.0 methodologies we identify key industry trends and compile them into marketing insights. TrendsSpotting.com offers dedicated Trend Research Reports according to need and publishes syndicated Trend Reports. Read more on TrendsSpotting.com. TrendsSpotting Research Tools: TrendsSpotting collects Research 2.0 market intelligence in order to provide direct insights into consumer’s needs, perceptions, and opinions. We use a variety of web metrics technologies such as search trends, news buzz, blog citations, forum discussions and social network monitoring to identify local and global trends and buzz.

Interested in recession trends? Find out more about our recent report: Five Dominating Advertising Approaches Dealing with Recession. For more information on TrendsSpotting Trend Reports and on customized market trends research please contact: customerservice@trendsspotting.com @trendsspotting

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Consumer and Market Trends during Recession - Cross Industry Research Report by TrendsSpotting.com

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