A survey of Irish consumers about the impact of the recession on their spending habits and intentions. Conducted on behalf of the National Consumer Agency by Amárach Research in February 2009.

1. The National Consumer Agency
Recession Omnibus
NCA ConsumerValue Survey February 2009
Prepared by

2. 2
Methodology
 A nationally representative telephone sample of 1,000
adults aged 18 years or older was used. Quotas were
applied across gender, age, social class and region to
ensure the sample is fully representative. A sample of
1000 provides a sufficient base to be able to conduct
statistically robust sub-group analysis across age ranges,
social class and region.
 Fieldwork was conducted between the 23rd to 26th
February, this short document outlines the findings of the
research conducted.

3. 3
Profile of Sample
(Base: All Adults 18+)
Gender Age Social class Region
% % % %
18-24
(14)
Dublin
(29)
ABC1
(39)
25-34
Male
(19)
(50)
Rest of
Leinster
35-44
(29)
(19)
45-54 C2DE Munster
(16) (51) (28)
Female 55-64
(50) (13)
Conn/
65+ Ulster
F
(15) (18)
(10)
() = National population CS0 2006

4. MAIN FINDINGS

5. 5
1 in 2 are Finding it Difficult to make Ends Meet
(Base: All Adults 18+)
“In the past year I am finding it
harder to make ends meet”
Total
%
50%
Agree
strongly (5)
Male Female 18-24 25-34 35-44 45-54 55-64 65+
Agree
40% 37% 38% 35% 41% 43% 42% 32%
Strongly (5)
(4) (4) 12% 11% 11% 10% 9% 15% 17% 7%
Neither/nor 19% 21% 18% 23% 22% 16% 18% 22%
Neither/nor (2) 9% 11% 14% 11% 12% 9% 6% 8%
Disagree
20% 20% 19% 21% 16% 17% 17% 31%
strongly (1)
(2)
30%
Disagree
strongly (1)

6. 6
Almost 4 in 5 are more Concerned about their
Financial Future as a Result of the Recession
(Base: All Adults 18+)
“In light of the recession I am
more concerned about my future
Total
financial situation”
%
78%
Male Female 18-24 25-34 35-44 45-54 55-64 65+
Agree Agree
strongly (5) 64% 67% 70% 68% 70% 64% 62% 55%
Strongly (5)
(4) 13% 14% 7% 14% 14% 11% 16% 17%
Neither/nor 10% 8% 11% 9% 5% 8% 11% 14%
(2) 3% 2% 2% 2% 5% 5% 3% 1%
Disagree
10% 9% 10% 7% 6% 12% 8% 13%
(4) strongly (1)
Neither/nor
(2)
12%
Disagree
strongly (1)

7. 7
Just under 3 in 5 have Changed their Spending
Ways as a Result of the Recession
(Base: All Adults 18+)
“The recession hasn't hit me
financially but I have changed my
Total
spending ways”
%
Agree
strongly (5) Male Female 18-24 25-34 35-44 45-54 55-64 65+
Agree
42% 42% 40% 35% 36% 47% 49% 49%
Strongly (5)
57%
(4) 15% 15% 14% 16% 19% 15% 13% 11%
(4) Neither/nor 14% 18% 11% 19% 15% 16% 16% 18%
(2) 8% 8% 10% 12% 5% 7% 9% 5%
Neither/nor Disagree
21% 17% 25% 18% 25% 15% 13% 17%
strongly (1)
(2)
27%
Disagree
strongly (1)

8. 8
Almost 1 in 2 18-24 Year Old’s Have Begun to Save
More in the Past Six Months
(Base: All Adults 18+)
“I have started to save more
money in the past six months”
Total
%
Agree 34%
strongly (5)
Male Female 18-24 25-34 35-44 45-54 55-64 65+
(4)
Agree
26% 25% 32% 25% 23% 24% 21% 26%
Strongly (5)
Neither/nor
(4) 9% 10% 15% 9% 10% 7% 10% 5%
Neither/nor 12% 13% 12% 16% 15% 11% 14% 8%
(2)
(2) 14% 11% 8% 12% 14% 13% 16% 14%
Disagree
39% 41% 33% 38% 38% 45% 39% 47%
strongly (1)
Disagree
strongly (1) 53%

9. 9
Over 1 in 3 are Still Spending as Much as They
Were This Time Last Year
(Base: All Adults 18+)
“I am spending as much as I
did this time last year”
Total
%
Agree 37%
strongly (5)
Male Female 18-24 25-34 35-44 45-54 55-64 65+
Agree
(4) 30% 26% 21% 27% 27% 35% 25% 34%
Strongly (5)
(4) 10% 8% 6% 7% 12% 8% 14% 7%
Neither/nor
Neither/nor 14% 12% 12% 8% 9% 12% 21% 21%
(2) (2) 15% 14% 24% 19% 14% 9% 9% 8%
Disagree
31% 40% 37% 39% 38% 36% 31% 30%
strongly (1)
Disagree
strongly (1) 50%

10. 10
3 in 5 Claim to have Cut Back on their Spending
Due to the Recession
(Base: All Adults 18+)
“Due to the recession I have
cut back on my spending”
Total
%
61%
Agree Male Female 18-24 25-34 35-44 45-54 55-64 65+
strongly (5)
Agree
50% 47% 53% 53% 57% 46% 44% 34%
Strongly (5)
(4) 13% 14% 9% 13% 16% 15% 11% 15%
Neither/nor 14% 14% 9% 12% 10% 12% 24% 23%
(4)
(2) 8% 8% 10% 10% 6% 6% 5% 9%
Disagree
Neither/nor 15% 17% 19% 12% 12% 21% 16% 19%
strongly (1)
(2)
Disagree 24%
strongly (1)

11. 11
2 in 5 Claim That They Are Finding it Difficult to
Pay for Their Household Expenses – I
(Base: All Adults 18+)
Finding it difficult to....
Total Male Female
% % %
Pay my household
energy bills
Pay for the running of
my car
Pay for health and
medical expenses
Pay for groceries
Meet my loan
repayments
Meet my mortgage
repayments/rent
None of these

12. 12
Over 2 in 5 aren't finding it Difficult to Pay for their
Household Expenses – II
(Base: All Adults 18+)
Finding it difficult to....
Total 18-24 25-34 35-44 45-54 55-64 65+
% % % % % % %
Pay my household
energy bills
Pay for the
running of my car
Pay for health and
medical expenses
Pay for groceries
Meet my loan
repayments
Meet my mortgage
repayments/rent
None of these

13. 13
Just Under 2 in 3 are Using their Mobiles as
Normal
(Base: All Adults 18+)
Result of economic downturn – I
Changed Grocery Using Mobile Buying Household
Shopping Habits Phone Appliances
% % %
More
The same
Less
Never did it

14. 14
Almost 3 in 5 Have Cut Back on Their Spending on
Clothes & Shoes
(Base: All Adults 18+)
Result of economic downturn – II
Going to Hair
Buying Clothes,
Socialising
Salon/Beauticians
Shoes,
% % %
More
The same
Less
Never did it

15. 15
Just Under 1 in 2 Never Buy Online
(Base: All Adults 18+)
Result of economic downturn – III
Taking
Buying Items Going Abroad
Taxis
Online on Holidays
% % %
More
The same
Less
Never did it

16. 16
1 in 2 Men and Those Aged 65+ are Likely to be Buying
Food at Lunch Time Like They Always Did
(Base: All Adults 18+)
Result of economic downturn – IV
Going to the Cinema,
Buying Food at Managing
Sports Events, Concert
Lunch Time Central Heating
% % %
More
The same
Less
Never did it

17. 17
3 in 5 25-34 Year Olds are Going Away on Weekend
Breaks Less as a Result of the Economic Downturn
(Base: All Adults 18+)
Result of economic downturn – V
Going Away on Using Your
Weekend Breaks Credit Card
% %
More
The same
Less
Never did it

18. 18
Buying a House Has Been Put on Hold for 3 in 10
25-34 Year Olds
(Base: All Adults 18+)
Postponing Events
Total
Male Female 18-24 25-34 35-44 45-54 55-64 65+
%
Undertaking
Home 34% 38% 32% 41% 46% 42% 30% 19%
Undertaking Home
Improvements
Improvements
Going on
33% 34% 37% 42% 43% 28% 27% 19%
Holiday
Going on Holiday
Changing Your
29% 29% 24% 38% 36% 32% 23% 13%
Changing Your Car Car
Buying a House 17% 16% 24% 30% 16% 12% 10% -
Buying a House
Getting Married 9% 8% 17% 16% 10% 2% 4% -
Getting Married
None of These None of These 41% 41% 42% 31% 31% 40% 47% 65%

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Dublin 24
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