Amárach Economic Recovery Index August 2013

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Our August survey of 1,000 Irish adults about their views on the economy, life and the future.

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Amárach Economic Recovery Index August 2013

  1. 1. 1Economic Recovery Index Economic Recovery Index An Amárach Research Briefing August 2013 (including analysis by main bank; electricity supplier; mobile network) © Amárach Research
  2. 2. 2Economic Recovery Index Autumn Approaches Our Economic Recovery Index has continued to remain strong in August – sustaining three months in a row of above trend levels. However, there is a marked contrast between what people feel about the economy – and what they are feeling per se. More negative emotions are rising, while positive emotions are falling – and it isn’t all early onset S.A.D. as our better than average summer comes to an end. Marketers need to watch out for volatile mood swings – especially as Budget 2014 arrives early this year in October. We’ll keep you updated as the rest of 2013 unfolds…
  3. 3. 3Economic Recovery Index The Emotional Recovery We have been reporting our monthly Economic Recovery Index since April 2009. We set out four years ago to assess the psychological impact of the recession and to chart our ‘emotional progress’ towards recovery alongside our ‘economic progress’. This report summarises our Economic Recovery Index results from April 2009 to August 2013. The most recent fieldwork was conducted during 17th to 24th August 2013 inclusive. We have now added historical tables to the report following requests from a number of readers.
  4. 4. 4Economic 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). Our ERI index in August 2013 stood at 23.7 – sustaining the higher trend since June: The Economic Recovery Index Source: Amárach Research, August 2013 0 5 10 15 20 25 30 Apr'09 Jun July Aug Sept Oct Nov Dec Jan'10 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'11 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'12 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'13 Feb Mar Apr May June July Aug
  5. 5. 5Economic Recovery Index A Matter of Measurement July ’13: 41% Aug ’13: 38% July ’13: 30% Aug ’13: 33% July ’13: 25% Aug ’13: 26% July ’13: 4% Aug ’13: 3% July ’13: 0% Aug ’13: 0% 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) The percentage thinking things are getting worse is back to the levels seen three years ago:
  6. 6. 6Economic Recovery Index ERI Summary Tables I Which one statement ‘best describes the economic situation in Ireland right now’? % choosing each statement: % The economic situation in Ireland is getting worse The economic situation is bad but has stabilized The economic situation is bad but showing a few signs of improvement The economic situation is getting better and showing clear signs of improvement The economic situation is good and almost fully recovered Economic Recovery Index Aug-09 53 26 20 1 0 17.0 Aug-10 36 36 24 4 0 24.0 Aug-11 52 29 18 1 0 17.3 Aug-12 42 31 25 2 0 21.7 Jul-13 41 30 25 4 0 23.3 Aug-13 38 33 26 3 0 23.7
  7. 7. 7Economic Recovery Index ERI Summary Tables II % agree strongly/slightly with selected statements: % Ireland will be through the worst of the recession in 12 months time I feel I am financially comfortable enough to make it through the recession I am optimistic in spite of the current economic situation Right now it seems like the recession is affecting other people more than it is affecting me Aug-09 43 48 60 61 Aug-10 39 46 50 54 Aug-11 24 34 48 46 Aug-12 27 39 47 46 Jul-13 27 39 47 45 Aug-13 32 38 44 43
  8. 8. 8Economic Recovery Index ERI Summary Tables III % agree strongly/slightly with selected statements: % I am more relaxed about spending money than I was a few months ago I am saving a lot more than before because of the recession My main financial priority is to pay off my debts as quickly as possible I would be happy to borrow money from a bank if I need to Aug-09 16 Aug-10 19 26 62 31 Aug-11 14 25 57 23 Aug-12 17 28 54 25 Jul-13 19 25 56 23 Aug-13 18 25 55 25
  9. 9. 9Economic Recovery Index Eternal Optimists I % of Irish adults who agree/disagree with the statement (by sex, age, class, Dublin): “I am optimistic in spite of the current economic situation” Source: Amárach Research, August 2013 August 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin ABC1 F50+ C2DE F50- Weighted Sample 1000 494 506 169 223 186 156 266 279 477 523 Strongly Agree 12% 13% 11% 15% 13% 7% 9% 14% 13% 14% 10% Slightly Agree 32% 30% 34% 32% 33% 26% 33% 35% 38% 34% 30% Neither/Nor 16% 18% 15% 21% 16% 18% 15% 13% 19% 15% 17% Slightly Disagree 23% 22% 23% 20% 22% 25% 22% 23% 18% 21% 24% Strongly Disagree 15% 15% 15% 9% 13% 21% 19% 15% 11% 14% 16%
  10. 10. 10Economic Recovery Index Eternal Optimists II % of Irish adults who agree/disagree with the statement (by main bank/electricity/mobile): “I am optimistic in spite of the current economic situation” Source: Amárach Research, August 2013 August 2013 TOTAL AIB BOI PTSB Ulster Bank EBS Electric Ireland Bord Gais Airtricity O2 Voda fone Meteor Weighted Sample 1000 348 287 152 141 527 185 244 224 369 196 Strongly Agree 12% 14% 10% 12% 13% 11% 10% 14% 14% 12% 12% Slightly Agree 32% 30% 36% 33% 28% 33% 30% 31% 34% 30% 30% Neither/Nor 16% 17% 16% 11% 16% 15% 18% 16% 13% 17% 15% Slightly Disagree 23% 19% 20% 30% 28% 23% 23% 22% 19% 25% 23% Strongly Disagree 15% 16% 17% 13% 13% 15% 17% 15% 18% 15% 16%
  11. 11. 11Economic Recovery Index NEW: Switching 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, August 2013 August 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin ABC1 F50+ C2DE F50- Weighted Sample 1000 494 506 169 223 186 156 266 279 477 523 Strongly Agree 36% 35% 37% 36% 39% 41% 38% 29% 37% 33% 39% Slightly Agree 33% 33% 34% 30% 35% 32% 31% 37% 33% 39% 28% Neither/Nor 15% 17% 12% 18% 14% 13% 13% 15% 13% 15% 15% Slightly Disagree 8% 9% 7% 7% 4% 6% 9% 13% 9% 8% 9% Strongly Disagree 3% 2% 4% 3% 4% 3% 3% 3% 3% 2% 4%
  12. 12. 12Economic Recovery Index NEW: Switching II % of Irish adults who agree/disagree with the statement (by main bank/electricity/mobile): “I am always on the lookout for opportunities to switch to cheaper suppliers” Source: Amárach Research, August 2013 August 2013 TOTAL AIB BOI PTSB Ulster Bank EBS Electric Ireland Bord Gais Airtricity O2 Voda fone Meteor Weighted Sample 1000 348 287 152 141 527 185 244 224 369 196 Strongly Agree 36% 36% 35% 39% 36% 31% 37% 45% 33% 36% 38% Slightly Agree 33% 33% 33% 40% 30% 37% 30% 30% 39% 30% 33% Neither/Nor 15% 14% 15% 7% 20% 16% 15% 9% 15% 16% 15% Slightly Disagree 8% 9% 9% 7% 6% 9% 7% 7% 8% 9% 6% Strongly Disagree 3% 3% 2% 3% 5% 2% 4% 4% 1% 4% 3%
  13. 13. 13Economic Recovery Index The Mood of the Nation 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to August 2013 Source: Amárach Research, August 2013 0% 10% 20% 30% 40% 50% 60% 70% Apr'09 Jun Aug Oct Dec Feb Apr'10 June Aug Oct Dec Feb Apr'11 June Aug Oct Dec Feb Apr'12 June Aug Oct Dec Feb Apr June Aug Enjoyment Happiness Stress Worry
  14. 14. 14Economic Recovery Index The Mood of the Nation 2 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to August 2013 Source: Amárach Research, August 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% Apr'09 May Jun Jul Aug Sept Oct Nov Dec Jan'10 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'11 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'12 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan'13 Feb Mar Apr May June July Aug Anxiety Sadness Pain Anger
  15. 15. 15Economic Recovery Index Emotions Summary Table % Enjoyment Happ- iness Stress Worry Anxiety Sadness Pain Anger Aug-09 60 54 50 38 33 16 22 18 Aug-10 56 56 42 37 25 17 23 17 Aug-11 53 53 40 35 28 17 23 17 Aug-12 53 51 41 38 31 22 22 18 Jul-13 58 56 42 34 31 18 25 16 Aug-13 51 49 44 42 33 22 25 19 Did you experience any of these feelings a lot of the day yesterday? % saying Yes:
  16. 16. 16Economic Recovery Index Changing Moods I Source: Amárach Research, August 2013 August 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin ABC1 F50+ C2DE F50- Weighted Sample 1000 494 506 169 223 186 156 266 279 477 523 Enjoyment 51% 49% 53% 48% 48% 45% 54% 58% 51% 56% 47% Happiness 49% 46% 53% 52% 56% 47% 38% 50% 49% 52% 47% Stress 44% 43% 46% 48% 45% 53% 46% 34% 42% 41% 47% Worry 42% 37% 46% 45% 44% 45% 42% 35% 42% 39% 44% Anxiety 33% 32% 33% 33% 33% 38% 32% 29% 34% 34% 32% Boredom 33% 34% 31% 54% 41% 30% 24% 19% 34% 30% 36% Physical Pain 25% 24% 25% 24% 20% 28% 24% 27% 25% 22% 28% Sadness 22% 19% 26% 28% 26% 23% 18% 18% 24% 20% 24% Anger 19% 20% 18% 24% 26% 25% 13% 9% 20% 17% 21% Fear 12% 12% 11% 13% 17% 13% 7% 8% 14% 11% 12% Did you experience any of these feelings a lot of the day yesterday? % saying Yes: August 2013
  17. 17. 17Economic Recovery Index Changing Moods II Source: Amárach Research, August 2013 August 2013 TOTAL AIB BOI PTSB Ulster Bank EBS Electric Ireland Bord Gais Airtricity O2 Voda fone Meteor Weighted Sample 1000 348 287 152 141 527 185 244 224 369 196 Enjoyment 51% 48% 54% 51% 57% 54% 47% 49% 57% 51% 42% Happiness 49% 50% 49% 47% 53% 50% 51% 48% 52% 50% 40% Stress 44% 47% 40% 47% 44% 45% 46% 41% 39% 44% 49% Worry 42% 41% 41% 41% 45% 41% 43% 41% 45% 41% 45% Anxiety 33% 34% 34% 30% 30% 32% 36% 30% 33% 34% 35% Boredom 33% 34% 29% 31% 36% 32% 28% 35% 27% 32% 39% Physical Pain 25% 26% 23% 24% 28% 25% 26% 23% 25% 27% 20% Sadness 22% 23% 24% 19% 21% 20% 27% 23% 21% 22% 22% Anger 19% 20% 16% 14% 26% 18% 19% 18% 19% 18% 20% Fear 12% 13% 10% 11% 12% 12% 15% 8% 13% 11% 10% Did you experience any of these feelings a lot of the day yesterday? % saying Yes: August 2013 (by main bank/electricity provider/mobile service)
  18. 18. Drivers & Drinking we provide the answers to our clients’ important questions Image: http://yourawakenedself.com/tag/jacob-nordby/
  19. 19. Drivers & Drinking About Amárach Amárach Research is an independent market research agency, providing a full range of research services to our Irish and international clients. Amárach specialises in turning information into insight; and insight into foresight. Amárach’s experienced team of 30 directors and executives manage online, face-to-face and cati surveys (through our call centre); as well as qualitative research including focus groups, in- depths and ethnographic studies. We also delivers a world class field-only service to universities and international agencies. Over nearly 25 years, Amárach has pioneered innovative research techniques and reported on Irish social, lifestyle and tech trends since the 1980s. Amárach invests heavily in understanding current Irish consumer and business trends, and shares numerous, free reports and presentations via our blog and slideshare sites, linked via our main website: www.amarach.com
  20. 20. Trends Report Call 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 Chairman for a confidential discussion about your needs and to explore 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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