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21 December 2006
New York, NY
Americans continue to rank near the very top when it comes to being strapped for cash, according to a new ACNielsen study of consumers in 46 markets worldwide. One-fifth (20 percent) of U.S. respondents said that once they have covered their basic living expenses, they have no money left over. Only the Portuguese are more likely to say they don’t have money to spare—a distinction they took from U.S. consumers only earlier this year.
Markets with Highest Percentage of Consumers Who Have No Spare Cash
Market |
% with "No Spare Cash"* |
| Portugal |
23% |
| United States |
20% |
| United Kingdom |
19% |
| Germany |
18% |
| France |
17% |
| Hungary |
17% |
| Netherlands |
16% |
| Canada |
15% |
| Turkey |
14% |
| Belgium |
13% |
*Global Average=12%
Source: ACNielsen Online Consumer Confidence Study
The findings are from the ACNielsen Online Consumer Confidence Study, a twice-yearly global survey that gauges consumers’ confidence in the economy, spending and saving patterns, and major concerns. This survey marks the fifth in the series, the first of which was conducted in October 2004.
The percentage of American consumers who say they have no spare cash has dropped steadily from a high of 28 percent in the May 2005 survey. In the last study, conducted in June 2006, 22 percent U.S. respondents said they had no extra cash.
Should retailers be worried that empty pockets will keep consumers from last minute trips to the mall this holiday season? Not necessarily, says Tom Markert, Chief Marketing Officer, ACNielsen. “Though many consumers are well aware that they don’t have much cash to spare, that often doesn’t keep them from spending,” he explains. “And as proven in the past, a high claim of ‘no spare cash’ doesn’t necessarily translate to a downturn in holiday spending.”
How Consumers Utilize Their Spare Cash
Activity |
U.S. |
|
Paying off debts/credit cards/loans |
41% |
32% |
Putting into savings |
37% |
40% |
Out of home entertainment |
29% |
34% |
Home improvements/decorating |
22% |
26% |
New clothes |
27% |
35% |
Holidays/vacations |
25% |
34% |
New technology |
18% |
29% |
Investing in stocks/mutual funds |
13% |
17% |
Contributing to retirement fund |
12% |
9% |
Source: ACNielsen Online Consumer Confidence Study
The ACNielsen Online Consumer Confidence Survey is the largest global survey of its kind, which gauges consumers’ confidence levels, spending habits/intentions and current major concerns. The survey, which took place in October 2006 over the Internet, polled 25,408 respondents in 46 markets: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom, United States and Vietnam.
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information provider. Offering services in more than 100 markets, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behaviour. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
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