Amárach Economic Recovery Index April 2013

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We have been tracking the mood of the Irish nation since April 2009 - that's four years this issue. We have added in new questions relating to switching, Irishness and price sensitivity. Analyses include main supermarket, mobile network, electricity provider and TV service.

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Amárach Economic Recovery Index April 2013

  1. 1. 1Economic Recovery IndexEconomic Recovery IndexAn Amárach Research BriefingApril 2013(including analysis by main supermarket; TV service;electricity provider; mobile phone network)© Amárach Research
  2. 2. 2Economic Recovery IndexFour Years OnWe’ve been tracking the mood of the nationevery month since April 2009.This issue of our Economic Recovery Indexmarks the fourth anniversary of the series.We’d like to tell you things are much betterthan in April 2009… but we can’t.This month’s report shows that sentimentdeteriorated in April 2013 – with some indicesfalling back to the lows we saw late last year.We have taken on board your feedback andadded new series in relation to switching,Irishness, price sensitivity and choice – wehope you find it helpful… and hopeful.
  3. 3. 3Economic Recovery IndexThe Emotional RecoveryWe have been reporting our monthlyEconomic Recovery Index since April 2009.We set out four years ago to assess thepsychological impact of the recession and tochart our ‘emotional progress’ towardsrecovery alongside our ‘economic progress’.This report summarises our EconomicRecovery Index results from April 2009 toApril 2013.The most recent fieldwork was conductedduring 20th to 30th April 2013 inclusive.We have now added historical tables to thereport following requests from a number ofreaders.
  4. 4. 4Economic Recovery IndexA Matter of MeasurementMar’13: 41% Apr’13: 46%Mar’13: 29% Apr’13: 29%Mar’13: 25% Apr’13: 22%Mar’13: 5% Apr’13: 3%Mar’13: 0% Apr’13: 0%Every month we survey a representative, online sample of 1,000 adults and ask them to tell uswhich one statement ‘best describes the economic situation in Ireland right now’ (listed below)The steady improvement in our ERI measure since the start of the year has been reversed inApril 2013:
  5. 5. 5Economic Recovery IndexUsing the answers to the question on ‘stages of recovery’ we have created the EconomicRecovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak).Our ERI index in April 2013 stood at 20.3 – losing most of the gains since December 2012:The Economic Recovery IndexSource: Amárach Research, April 2013051015202530Apr09JunJulyAugSeptOctNovDecJan10FebMarAprMayJuneJulyAugSeptOctNovDecJan11FebMarAprMayJuneJulyAugSeptOctNovDecJan12FebMarAprMayJuneJulyAugSeptOctNovDecJan13FebMarApr
  6. 6. 6Economic Recovery IndexERI Summary Tables IWhich one statement ‘best describes the economic situation in Ireland right now’?% choosing each statement:%The economicsituation inIreland isgetting worseThe economicsituation is badbut hasstabilizedThe economicsituation is badbut showing afew signs ofimprovementThe economicsituation isgetting betterand showingclear signs ofimprovementThe economicsituation isgood andalmost fullyrecoveredEconomicRecoveryIndexApr-09 77 14 8 1 0 8.3Apr-10 38 34 25 2 1 23.8Apr-11 51 27 19 2 1 18.2Apr-12 49 27 21 3 0 19.4Mar-13 41 29 25 5 0 24.0Apr-13 46 29 22 3 0 20.3
  7. 7. 7Economic Recovery IndexERI Summary Tables II% agree strongly/slightly with selected statements:%Ireland will bethrough theworst of therecession in12 monthstimeI feel I amfinanciallycomfortableenough tomake itthrough therecessionI am optimisticin spite of thecurrenteconomicsituationRight now itseems like therecession isaffecting otherpeople morethan it isaffecting meApr-09 34 48 57 59Apr-10 43 47 52 53Apr-11 24 39 47 48Apr-12 31 42 51 50Mar-13 30 40 44 47Apr-13 25 35 40 44
  8. 8. 8Economic Recovery IndexERI Summary Tables III% agree strongly/slightly with selected statements:%I am morerelaxed aboutspendingmoney than Iwas a fewmonths agoI am saving alot more thanbeforebecause of therecessionMy mainfinancialpriority is topay off mydebts asquickly aspossibleI would behappy toborrow moneyfrom a bank if Ineed toApr-09 15 n/a n/a n/aApr-10 21 28 59 31Apr-11 14 27 58 24Apr-12 20 30 59 28Mar-13 19 27 53 25Apr-13 15 23 57 21
  9. 9. 9Economic Recovery IndexNEW: Price Sensitive I% of Irish adults who agree/disagree with the statement:“I always buy the lowest price products or services”Source: Amárach Research, April 2013April 2013 TOTAL Male FemaleUnder2525-34 35-44 45-54 55+ DublinABC1C2DEWeighted Sample 1000 494 506 169 223 187 156 265 279 477 523Strongly Agree 30% 23% 37% 36% 31% 37% 28% 23% 28% 23% 37%Slightly Agree 27% 25% 28% 32% 20% 24% 36% 25% 26% 31% 22%Neither/Nor 17% 22% 13% 15% 19% 15% 14% 21% 22% 19% 15%Slightly Disagree 16% 19% 13% 9% 14% 16% 15% 22% 16% 16% 16%Strongly Disagree 5% 4% 5% 1% 7% 4% 4% 6% 4% 5% 4%
  10. 10. 10Economic Recovery IndexNEW: Price Sensitive II% of Irish adults who agree/disagree with the statement (x supermarket/TV/electricity/mobile):“I always buy the lowest price products or services”Source: Amárach Research, April 2013April 2013 TOTAL TescoDunneStoresSky UPCEBSElectricIrelandBordGaisAirtricity O2 Vodafone MeteorWeighted Sample 1000 342 153 447 225 496 205 267 226 367 199Strongly Agree 30% 27% 23% 32% 30% 32% 30% 28% 31% 30% 29%Slightly Agree 27% 24% 32% 26% 25% 26% 27% 26% 26% 28% 23%Neither/Nor 17% 21% 21% 18% 20% 18% 13% 19% 20% 18% 15%Slightly Disagree 16% 19% 20% 16% 17% 15% 19% 16% 15% 14% 20%Strongly Disagree 5% 4% 2% 3% 5% 4% 5% 5% 2% 6% 5%
  11. 11. 11Economic Recovery IndexNEW: Switchers I% of Irish adults who agree/disagree with the statement:“I am always on the lookout for opportunities to switch to cheaper suppliers”Source: Amárach Research, April 2013April 2013 TOTAL Male FemaleUnder2525-34 35-44 45-54 55+ DublinABC1C2DEWeighted Sample 1000 494 506 169 223 187 156 265 279 477 523Strongly Agree 42% 38% 45% 40% 39% 46% 49% 37% 42% 38% 45%Slightly Agree 29% 28% 30% 33% 27% 29% 26% 30% 28% 34% 24%Neither/Nor 12% 14% 10% 16% 13% 9% 9% 11% 13% 13% 11%Slightly Disagree 7% 8% 5% 2% 6% 7% 6% 10% 7% 6% 7%Strongly Disagree 5% 6% 4% 1% 6% 3% 6% 7% 5% 4% 6%
  12. 12. 12Economic Recovery IndexNEW: Switchers II% of Irish adults who agree/disagree with the statement (x supermarket/TV/electricity/mobile):“I am always on the lookout for opportunities to switch to cheaper suppliers”Source: Amárach Research, April 2013April 2013 TOTAL TescoDunneStoresSky UPCEBSElectricIrelandBordGaisAirtricity O2 Vodafone MeteorWeighted Sample 1000 342 153 447 225 496 205 267 226 367 199Strongly Agree 42% 37% 36% 44% 41% 44% 38% 40% 42% 44% 36%Slightly Agree 29% 31% 35% 28% 31% 27% 33% 31% 30% 27% 29%Neither/Nor 12% 15% 12% 12% 12% 12% 10% 12% 12% 13% 12%Slightly Disagree 7% 6% 10% 6% 6% 7% 6% 6% 3% 7% 8%Strongly Disagree 5% 5% 4% 5% 4% 5% 6% 5% 5% 5% 6%
  13. 13. 13Economic Recovery IndexNEW: Better Choice I% of Irish adults who agree/disagree with the statement:“I have more choice than before when it comes to products and services”Source: Amárach Research, April 2013April 2013 TOTAL Male FemaleUnder2525-34 35-44 45-54 55+ DublinABC1C2DEWeighted Sample 1000 494 506 169 223 187 156 265 279 477 523Strongly Agree 19% 18% 21% 22% 15% 15% 24% 22% 20% 19% 20%Slightly Agree 33% 33% 33% 32% 35% 33% 28% 35% 32% 35% 31%Neither/Nor 24% 23% 25% 25% 24% 25% 27% 19% 27% 24% 23%Slightly Disagree 12% 14% 10% 8% 11% 13% 10% 14% 10% 10% 13%Strongly Disagree 8% 8% 9% 7% 8% 10% 8% 7% 7% 7% 9%
  14. 14. 14Economic Recovery IndexNEW: Better Choice II% of Irish adults who agree/disagree with the statement (x supermarket/TV/electricity/mobile):“I have more choice than before when it comes to products and services”Source: Amárach Research, April 2013April 2013 TOTAL TescoDunneStoresSky UPCEBSElectricIrelandBordGaisAirtricity O2 Vodafone MeteorWeighted Sample 1000 342 153 447 225 496 205 267 226 367 199Strongly Agree 19% 16% 17% 20% 20% 21% 19% 16% 20% 19% 17%Slightly Agree 33% 34% 35% 37% 31% 33% 36% 31% 33% 31% 34%Neither/Nor 24% 28% 25% 18% 28% 22% 23% 26% 20% 25% 26%Slightly Disagree 12% 13% 9% 13% 10% 11% 10% 15% 13% 12% 9%Strongly Disagree 8% 7% 9% 8% 6% 8% 8% 8% 9% 8% 8%
  15. 15. 15Economic Recovery IndexNEW: Buy Irish I% of Irish adults who agree/disagree with the statement:“I always buy Irish when I can”Source: Amárach Research, April 2013April 2013 TOTAL Male FemaleUnder2525-34 35-44 45-54 55+ DublinABC1C2DEWeighted Sample 1000 494 506 169 223 187 156 265 279 477 523Strongly Agree 24% 24% 25% 21% 21% 22% 22% 32% 25% 26% 23%Slightly Agree 28% 26% 29% 29% 30% 27% 29% 26% 27% 31% 25%Neither/Nor 21% 21% 20% 22% 21% 23% 20% 18% 23% 19% 22%Slightly Disagree 13% 12% 15% 13% 12% 19% 15% 10% 12% 12% 15%Strongly Disagree 10% 12% 8% 10% 12% 8% 10% 9% 7% 9% 10%
  16. 16. 16Economic Recovery IndexNEW: Buy Irish II% of Irish adults who agree/disagree with the statement (x supermarket/TV/electricity/mobile):“I always buy Irish when I can”Source: Amárach Research, April 2013April 2013 TOTAL TescoDunneStoresSky UPCEBSElectricIrelandBordGaisAirtricity O2 Vodafone MeteorWeighted Sample 1000 342 153 447 225 496 205 267 226 367 199Strongly Agree 24% 22% 28% 24% 25% 23% 24% 27% 26% 23% 21%Slightly Agree 28% 31% 25% 31% 29% 28% 28% 27% 23% 29% 35%Neither/Nor 21% 24% 16% 18% 23% 21% 19% 20% 21% 20% 18%Slightly Disagree 13% 14% 14% 13% 13% 14% 17% 10% 14% 13% 13%Strongly Disagree 10% 6% 12% 10% 7% 9% 10% 12% 10% 11% 8%
  17. 17. 17Economic Recovery IndexThe Mood of the Nation 1Did you experience any of these feelings a lot of the day yesterday?% saying Yes: April 2009 to April 2013Source: Amárach Research, April 20130%10%20%30%40%50%60%70%Apr09MayJunJulAugSeptOctNovDecJanFebMarApr10MayJuneJulyAugSeptOctNovDecJanFebMarApr11MayJuneJulyAugSeptOctNovDecJanFebMarApr12MayJuneJulyAugSeptOctNovDecJan-13FebMarAprEnjoyment Happiness Stress Worry
  18. 18. 18Economic Recovery IndexThe Mood of the Nation 2Did you experience any of these feelings a lot of the day yesterday?% saying Yes: April 2009 to April 2013Source: Amárach Research, April 20130%5%10%15%20%25%30%35%40%Apr09MayJunJulAugSeptOctNovDecJan10FebMarAprMayJuneJulyAugSeptOctNovDecJan11FebMarAprMayJuneJulyAugSeptOctNovDecJan12FebMarAprMayJuneJulyAugSeptOctNovDecJan13FebMarAprAnxiety Sadness Pain Anger
  19. 19. 19Economic Recovery IndexEmotions Summary Table% EnjoymentHapp-inessStress Worry Anxiety Sadness Pain AngerApr-09 62 56 40 32 27 15 18 13Apr-10 55 54 44 37 31 17 24 16Apr-11 55 52 44 37 27 18 19 13Apr-12 54 55 45 40 30 18 26 15Mar-13 54 52 45 41 31 22 24 20Apr-13 52 49 47 45 30 19 25 18Did you experience any of these feelings a lot of the day yesterday?% saying Yes:
  20. 20. 20Economic Recovery IndexChanging Moods ISource: Amárach Research, April 2013April 2013 TOTAL Male FemaleUnder2525-34 35-44 45-54 55+ DublinABC1C2DEWeighted Sample 1000 494 506 169 223 187 156 265 279 477 523Enjoyment 52% 54% 50% 53% 46% 39% 55% 63% 51% 56% 48%Happiness 49% 48% 51% 59% 53% 39% 46% 50% 46% 54% 45%Stress 47% 43% 50% 50% 55% 54% 51% 30% 53% 45% 48%Worry 45% 40% 50% 46% 49% 46% 50% 37% 44% 43% 47%Anxiety 30% 29% 32% 31% 30% 28% 39% 26% 29% 32% 29%Boredom 30% 31% 29% 51% 35% 26% 23% 18% 29% 27% 32%Physical Pain 25% 22% 27% 20% 22% 25% 28% 27% 25% 22% 27%Sadness 19% 16% 21% 21% 20% 18% 18% 16% 17% 17% 20%Anger 18% 19% 17% 20% 24% 20% 13% 11% 17% 17% 18%Fear 13% 12% 13% 9% 15% 20% 14% 7% 14% 12% 14%Did you experience any of these feelings a lot of the day yesterday?% saying Yes: April 2013
  21. 21. 21Economic Recovery IndexChanging Moods IISource: Amárach Research, April 2013April 2013 TOTAL TescoDunneStoresSky UPCEBSElectricIrelandBordGaisAirtricity O2 Vodafone MeteorWeighted Sample 1000 342 153 447 225 496 205 267 226 367 199Enjoyment 52% 51% 57% 51% 56% 54% 50% 49% 54% 57% 49%Happiness 49% 52% 54% 49% 51% 50% 51% 47% 52% 51% 46%Stress 47% 44% 48% 49% 47% 45% 52% 44% 40% 46% 48%Worry 45% 45% 42% 47% 46% 46% 49% 41% 43% 45% 48%Anxiety 30% 30% 30% 34% 29% 30% 35% 28% 29% 32% 26%Boredom 30% 34% 25% 30% 30% 32% 28% 26% 28% 26% 39%Physical Pain 25% 27% 21% 27% 23% 24% 24% 25% 29% 23% 25%Sadness 19% 16% 19% 20% 15% 19% 17% 19% 17% 16% 24%Anger 18% 18% 19% 17% 17% 18% 14% 21% 20% 17% 16%Fear 13% 13% 17% 12% 12% 13% 17% 10% 13% 13% 12%Did you experience any of these feelings a lot of the day yesterday?% saying Yes: April 2013 (x main bank/supermarket/electricity)
  22. 22. 22Economic Recovery IndexERI ResourcesWe have created a dedicated resourceon the Amárach website for thoseinterested in exploring our EconomicRecovery Index further.It includes links to previous issues aswell as to a spreadsheet containingmonthly values for all the componentparts of the ERI – and more besides –going right back to April 2009.There is also a link to a special datavisualisation facility we have created inpartnership with Delphi Analytics.
  23. 23. 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
  24. 24. Trends ReportCall us on 01 410 5200 if you want your business tobounce forward to success:Mark Nolan Managing Directoror Michael McLoughlin Chief Executiveor Gerard O’Neill Chairmanfor a confidential discussion about your needs and toexplore how we can help you succeed through worldclass market research.e. gerard.oneill@amarach.comw. www.amarach.comb. www.amarach.com/blogt. twitter.com/AmarachResearch

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