Economic Recovery IndexAn Amárach Research BriefingDecember 2012additional analysis by:Main bank, supermarket, mobile netw...
Emotional Budget                          Our December ERI caught the Irish consumer                          at a stressf...
The Emotional Recovery                          We have been reporting our monthly                          Economic Recov...
A Matter of Measurement   Every month we survey a representative, online sample of 1,000 adults and ask them to tell us   ...
The Economic Recovery Index     Using the answers to the question on „stages of recovery‟ we have created the Economic    ...
Recovery Outlook 1   % of Irish adults who agree with each statement:                                                     ...
Recovery Outlook 2   % of Irish adults who agree with each statement:                                                     ...
Heads Down: 1   % of Irish adults who agree/disagree with the statement (by gender, household income &   presence and age ...
Heads Down: 2   % of Irish adults – by main bank, supermarket, mobile network and daily newspaper –   who agree/disagree w...
Heads Down: 3   % of Irish adults – by TV service provider, electricity provider, health insurer and customers of   other ...
Financial Sentiment Indicators   % of Irish adults who agree with each statement: December 2010, 2011, 2012 & November 201...
Spendthrift: 1   % of Irish adults who agree/disagree with the statement:   “I am more relaxed about spending than I was a...
Spendthrift: 2   % of Irish adults – by main bank, supermarket, mobile network and daily newspaper –   who agree/disagree ...
Spendthrift: 3   % of Irish adults – by TV service provider, electricity provider, health insurer and customers of   other...
The Mood of the Nation 1         Did you experience any of these feelings a lot of the day yesterday?         % saying Yes...
The Mood of the Nation 2        Did you experience any of these feelings a lot of the day yesterday?        % saying Yes: ...
Changing Moods: 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: December 2012        ...
Changing Moods: 2   % of Irish adults – by main bank, supermarket, mobile network and daily newspaper:   did you experienc...
Changing Moods: 3   % of Irish adults – by TV service provider, electricity provider, health insurer and customers of   ot...
ERI Resources                          We have created a dedicated resource                          on the Amárach websit...
Drivers & DrinkingAbout AmárachAmárach Research is an independent marketresearch agency, providing a full range ofresearch...
Trends ReportCall us on 01 410 5200 if you want your business to             bounce forward to success:          Mark Nola...
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Amarach Economic Recovery Index December 2012

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A survey of 1,000 Irish adults about their views on the economy, on spending and saving, and on their emotional wellbeing.

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Amarach Economic Recovery Index December 2012

  1. 1. Economic Recovery IndexAn Amárach Research BriefingDecember 2012additional analysis by:Main bank, supermarket, mobile network, daily newspaper,TV service provider, electricity provider, health insurer, otherEconomic Recovery Index © Amárach Research1
  2. 2. Emotional Budget Our December ERI caught the Irish consumer at a stressful time – fieldwork literally coincided with the announcement of the Government‟s Budget 2013. This can be seen in the indices for positive and negative emotions in Ireland – the gap got a lot closer this month: not a good sign coming up to Christmas. Nevertheless, the key indicators for spending, saving and borrowing intentions did not deteriorate on the previous month: so maybe there‟ll be a Christmas surge at the shops yet. As a special Christmas present to our readers we have broken out our ERI measures by a range of sectors and companies so you can gauge how well your customers – and your competitors‟ – are doing at the end of 2012.Economic Recovery Index 2
  3. 3. The Emotional Recovery We have been reporting our monthly Economic Recovery Index since April 2009. We set out three years ago to assess the psychological impact of the recession and to chart our „emotional progress‟ towards recovery alongside our „economic progress‟. Our tracking research has shown the remarkable emotional strength of the Irish people, who have consistently reported „happiness‟ and „enjoyment‟ as their two most frequently experienced emotions. This report summarises our Economic Recovery Index results from April 2009 to December 2012. The most recent fieldwork was conducted during 1st to 8th December 2012 inclusive.Economic Recovery Index 3
  4. 4. A Matter of Measurement Every month we survey a representative, online sample of 1,000 adults and ask them to tell us which one statement „best describes the economic situation in Ireland right now‟ (listed below) Our ERI Index remained flat in December 2012, with nearly half feeling the economic situation in Ireland is getting worse: Nov’12: 0% Dec’12: 0% Nov’12: 3% Dec’12: 3% Nov’12: 47% Dec’12: 49% Nov’12: 20% Dec’12: 20% Nov’12: 30% Dec’12: 28%Economic Recovery Index 4
  5. 5. The Economic Recovery Index Using the answers to the question on „stages of recovery‟ we have created the Economic Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak). The ERI has continued to weaken steadily since July – though December‟s index is still up on December 2011: 30 25 20 15 10 5 0 Apr Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec 09 10 11 12 12 Source: Amárach Research, December 2012Economic Recovery Index 5
  6. 6. Recovery Outlook 1 % of Irish adults who agree with each statement: Source: Amárach Research, December 2012Economic Recovery Index 6
  7. 7. Recovery Outlook 2 % of Irish adults who agree with each statement: Source: Amárach Research, December 2012Economic Recovery Index 7
  8. 8. Heads Down: 1 % of Irish adults who agree/disagree with the statement (by gender, household income & presence and age of children): “I feel I am financially comfortable enough to make it through the recession” Has No Child Child Under €30- €60- December 2012 TOTAL Male Female €30k €60k €90k+ Child Child Under Over €90k -ren -ren 17 17Weighted Sample 1003 496 507 353 322 114 40 605 399 345 337Strongly Agree 8% 9% 6% 4% 9% 13% 29% 7% 9% 6% 8%Slightly Agree 24% 27% 22% 16% 29% 41% 27% 23% 25% 18% 27%Neither/Nor 13% 14% 12% 12% 13% 11% 14% 13% 14% 15% 10%Slightly Disagree 26% 25% 27% 30% 26% 21% 20% 24% 28% 27% 23%Strongly Disagree 27% 24% 30% 37% 22% 13% 7% 30% 22% 32% 30% Source: Amárach Research, December 2012Economic Recovery Index 8
  9. 9. Heads Down: 2 % of Irish adults – by main bank, supermarket, mobile network and daily newspaper – who agree/disagree with the statement: “I feel I am financially comfortable enough to make it through the recession” Irish Dunne Voda Irish IrishDecember 2012 Total AIB BOI PTSB Tesco Stores Aldi O2 fone 3 Times Indo Daily MailWeighted Sample 1003 357 302 156 360 184 171 237 365 90 205 210 68Strongly Agree 8% 9% 9% 5% 8% 8% 5% 10% 7% 4% 14% 14% 7%Slightly Agree 24% 23% 26% 23% 26% 29% 21% 23% 25% 23% 31% 27% 18%Neither/Nor 13% 12% 12% 14% 13% 10% 11% 12% 15% 14% 13% 11% 15%Slightly Disagree 26% 27% 24% 19% 26% 27% 29% 31% 24% 17% 25% 28% 29%Strongly Disagree 27% 27% 24% 37% 26% 24% 31% 23% 28% 36% 15% 19% 26% Source: Amárach Research, December 2012Economic Recovery Index 9
  10. 10. Heads Down: 3 % of Irish adults – by TV service provider, electricity provider, health insurer and customers of other organisations – who agree/disagree with the statement: “I feel I am financially comfortable enough to make it through the recession” Saor Electric Bord Irish December 2012 Total Sky UPC -view Ireland Airtricity Gais VHI Aviva Liberty Life eircomWeighted Sample 1003 410 277 151 536 258 187 233 109 79 277 332Strongly Agree 8% 8% 9% 7% 8% 8% 5% 11% 9% 9% 13% 9%Slightly Agree 24% 23% 26% 27% 24% 27% 22% 38% 33% 23% 33% 30%Neither/Nor 13% 12% 15% 12% 11% 15% 15% 9% 16% 11% 11% 12%Slightly Disagree 26% 22% 24% 34% 26% 27% 25% 22% 26% 26% 23% 23%Strongly Disagree 27% 33% 24% 19% 29% 20% 33% 18% 13% 29% 18% 24% Source: Amárach Research, December 2012Economic Recovery Index 10
  11. 11. Financial Sentiment Indicators % of Irish adults who agree with each statement: December 2010, 2011, 2012 & November 2012 I am more relaxed about I am saving a lot more Impact on: spending money than I than before because of the •Spending was a few months ago recession •Saving •Debt 11% 14% 16% 15% 23% 27% 25% 22% •Borrowing Dec10 Dec11 Nov12 Dec12 Dec10 Dec11 Nov12 Dec12 Paying off debts is my I would be happy to Now is a good time to main financial priority borrow from a bank if I buy a house for those need to who want to 58% 56% 53% 54% 61% 62% 55% 54% 21% 22% 22% 22% Dec10 Dec11 Nov12 Dec12 Dec10 Dec11 Nov12 Dec12 Dec10 Dec11 Nov12 Dec12 Source: Amárach Research, December 2012Economic Recovery Index 11
  12. 12. Spendthrift: 1 % of Irish adults who agree/disagree with the statement: “I am more relaxed about spending than I was a few months ago” Has No Child Child Under €30- €60- December 2012 TOTAL Male Female €30k €60k €90k+ Child Child Under Over €90k -ren -ren 17 17Weighted Sample 1003 496 507 353 322 114 40 605 399 345 337Strongly Agree 4% 5% 3% 3% 5% 5% 10% 4% 4% 5% 2%Slightly Agree 11% 11% 10% 9% 9% 18% 15% 10% 12% 9% 9%Neither/Nor 15% 15% 14% 12% 16% 19% 15% 14% 17% 9% 15%Slightly Disagree 28% 30% 26% 25% 34% 26% 39% 25% 32% 24% 27%Strongly Disagree 42% 37% 47% 51% 35% 32% 21% 47% 35% 51% 46% Source: Amárach Research, December 2012Economic Recovery Index 12
  13. 13. Spendthrift: 2 % of Irish adults – by main bank, supermarket, mobile network and daily newspaper – who agree/disagree with the statement: “I am more relaxed about spending than I was a few months ago” Irish Dunne Voda Irish Irish December 2012 Total AIB BOI PTSB Tesco Stores Aldi O2 fone 3 Times Indo Daily MailWeighted Sample 1003 357 302 156 360 184 171 237 365 90 205 210 68Strongly Agree 4% 4% 5% 3% 5% 4% 2% 3% 3% 3% 5% 7% 5%Slightly Agree 11% 13% 11% 8% 9% 11% 11% 11% 11% 9% 16% 9% 11%Neither/Nor 15% 14% 16% 14% 15% 15% 11% 17% 15% 12% 16% 16% 15%Slightly Disagree 28% 28% 28% 22% 32% 34% 24% 27% 28% 25% 33% 24% 21%Strongly Disagree 42% 41% 39% 52% 39% 36% 51% 41% 42% 49% 30% 43% 48% Source: Amárach Research, December 2012Economic Recovery Index 13
  14. 14. Spendthrift: 3 % of Irish adults – by TV service provider, electricity provider, health insurer and customers of other organisations – who agree/disagree with the statement: “I am more relaxed about spending than I was a few months ago” Saor Electric Bord Irish December 2012 Total Sky UPC -view Ireland Airtricity Gais VHI Aviva Liberty Life eircomWeighted Sample 1003 410 277 151 536 258 187 233 109 79 277 332Strongly Agree 4% 4% 6% 3% 4% 4% 5% 4% 5% 5% 5% 4%Slightly Agree 11% 11% 10% 7% 11% 10% 11% 14% 13% 13% 15% 14%Neither/Nor 15% 11% 19% 19% 15% 15% 13% 18% 19% 12% 20% 17%Slightly Disagree 28% 28% 28% 28% 28% 31% 24% 34% 27% 29% 27% 28%Strongly Disagree 42% 45% 37% 43% 43% 39% 46% 30% 34% 41% 33% 37% Source: Amárach Research, December 2012Economic Recovery Index 14
  15. 15. The Mood of the Nation 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to December 2012 70% 60% 50% 40% 30% 20% Enjoyment Happiness Stress Worry 10% 0% May May July July July Apr12 Oct Oct Oct Jul Aug Oct Aug Aug Aug Jun Jan Jan Jan Nov Dec Sept Feb Mar Nov Dec Feb Mar Nov Dec Sept June June Feb Mar Nov Dec Sept June Sept Apr 09 Apr 10 Apr 11 May May Source: Amárach Research, December 2012Economic Recovery Index 15
  16. 16. The Mood of the Nation 2 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to December 2012 40% 35% 30% 25% 20% 15% 10% Anxiety Sadness Pain Anger 5% 0% July July July Nov Feb Nov Nov Nov Feb Feb Sept Aug Sept Aug Aug Sept Aug Sept May May May May Jul Apr 11 Apr12 Jun Jan Mar Jan Mar June Jan Mar June Oct Dec Oct Dec Oct Dec Oct Dec Apr 09 Apr 10 June Source: Amárach Research, December 2012Economic Recovery Index 16
  17. 17. Changing Moods: 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: December 2012 Has No Child Child Under €30- €60- December 2012 TOTAL Male Female €30k €60k €90k+ Child Child Under Over €90k -ren -ren 17 17Weighted Sample 1003 496 507 353 322 114 40 605 399 345 337Enjoyment 49% 49% 49% 40% 53% 62% 65% 51% 47% 43% 56%Happiness 47% 45% 49% 39% 46% 62% 59% 46% 47% 44% 47%Stress 45% 43% 48% 45% 46% 46% 45% 43% 49% 49% 37%Worry 42% 40% 45% 49% 39% 39% 45% 43% 41% 50% 37%Anxiety 31% 26% 36% 32% 32% 33% 20% 31% 31% 35% 30%Boredom 25% 26% 23% 26% 20% 30% 28% 20% 32% 24% 16%Physical Pain 20% 19% 21% 20% 21% 21% 14% 22% 17% 20% 24%Sadness 18% 14% 21% 21% 17% 14% 10% 17% 19% 16% 17%Anger 16% 18% 14% 16% 13% 17% 21% 15% 17% 18% 13%Fear 10% 11% 10% 11% 11% 9% 16% 10% 11% 12% 8% Source: Amárach Research, December 2012Economic Recovery Index 17
  18. 18. Changing Moods: 2 % of Irish adults – by main bank, supermarket, mobile network and daily newspaper: did you experience any of these feelings a lot of the day yesterday? Yes: December 2012 Irish December Dunne Voda Irish Irish Total AIB BOI PTSB Tesco Aldi O2 3 Daily 2012 Stores fone Times Indo MailWeighted Sample 1003 357 302 156 360 184 171 237 365 90 205 210 68Enjoyment 49% 49% 51% 49% 47% 51% 45% 48% 52% 47% 57% 57% 48%Happiness 47% 49% 47% 43% 47% 50% 41% 48% 47% 45% 52% 51% 54%Stress 45% 49% 41% 48% 47% 42% 50% 45% 45% 52% 47% 43% 54%Worry 42% 46% 41% 38% 41% 42% 48% 46% 37% 44% 39% 40% 49%Anxiety 31% 30% 28% 31% 32% 31% 31% 32% 30% 36% 32% 27% 36%Boredom 25% 25% 24% 21% 25% 26% 27% 20% 23% 30% 22% 24% 29%Physical Pain 20% 24% 15% 20% 17% 21% 21% 19% 23% 20% 18% 16% 15%Sadness 18% 17% 17% 20% 20% 18% 14% 16% 19% 18% 16% 15% 14%Anger 16% 15% 16% 14% 17% 18% 18% 13% 18% 19% 18% 16% 11%Fear 10% 11% 10% 10% 14% 8% 8% 10% 7% 11% 13% 12% 11% Source: Amárach Research, December 2012Economic Recovery Index 18
  19. 19. Changing Moods: 3 % of Irish adults – by TV service provider, electricity provider, health insurer and customers of other organisations: did you experience any of these feelings a lot of the day yesterday? Yes: December 2012 December Saor Electric Bord Irish Total Sky UPC Airtricity VHI Aviva Liberty eircom 2012 -view Ireland Gais Life Weighted Sample 1003 410 277 151 536 258 187 233 109 79 277 332 Enjoyment 49% 51% 52% 51% 50% 52% 46% 58% 56% 47% 61% 53% Happiness 47% 47% 49% 47% 49% 43% 45% 56% 53% 45% 52% 47% Stress 45% 45% 45% 49% 44% 44% 51% 46% 33% 50% 32% 43% Worry 42% 45% 40% 42% 42% 40% 46% 37% 41% 34% 29% 38% Anxiety 31% 32% 34% 28% 30% 30% 37% 32% 29% 38% 29% 30% Boredom 25% 23% 23% 28% 25% 21% 27% 20% 18% 19% 20% 20% Physical Pain 20% 22% 16% 21% 22% 21% 15% 22% 15% 18% 20% 23% Sadness 18% 15% 20% 16% 17% 17% 21% 15% 11% 16% 14% 14% Anger 16% 15% 15% 19% 15% 17% 17% 13% 16% 10% 12% 14% Fear 10% 12% 9% 10% 9% 10% 14% 10% 12% 5% 9% 11%Economic Recovery Index Source: Amárach Research, December 2012 19
  20. 20. ERI Resources We have created a dedicated resource on the Amárach website for those interested in exploring our Economic Recovery Index further. It includes links to previous issues as well as to a spreadsheet containing monthly values for all the component parts of the ERI – and more besides – going right back to April 2009. There is also a link to a special data visualisation facility we have created in partnership with Delphi Analytics.Economic Recovery Index 20
  21. 21. Drivers & DrinkingAbout AmárachAmárach Research is an independent marketresearch agency, providing a full range ofresearch services to our Irish and internationalclients. Amárach specialises in turninginformation into insight; and insight into foresight.Amárach‟s experienced team of 30 directors andexecutives manage online, face-to-face and catisurveys (through our call centre); as well asqualitative research including focus groups, in-depths and ethnographic studies. We alsodelivers a world class field-only service touniversities and international agencies.Over nearly 25 years, Amárach has pioneeredinnovative research techniques and reported onIrish social, lifestyle and tech trends since the1980s. Amárach invests heavily in understandingcurrent Irish consumer and business trends, andshares numerous, free reports and presentationsvia our blog and slideshare sites, linked via ourmain website: www.amarach.com
  22. 22. Trends ReportCall us on 01 410 5200 if you want your business to bounce forward to success: Mark Nolan Managing Director or Michael McLoughlin Chief Executive or Gerard O’Neill Chairmanfor a confidential discussion about your needs and toexplore how we can help you succeed through world class market research. e. gerard.oneill@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch
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