Porter Novelli

There is a national conversation going on about the current economic environment and the decisions American families are making on how to spend their hard-earned dollars.  For more than 15 years, PorterNovelli’s ConsumerStyles surveys have delved deeply into consumers’ habits, lifestyles, and attitudes with our annual surveys, and our latest survey sheds important light on this topic.

Recent findings from 2011ConsumerStyles,Porter Novelli’s annual survey of adults nationwide, illustrates that Americans continue to cut back spending in several areas, spanning both everyday necessities and leisure activities.  Specifically,

  • Half of American adults (50%) have cut back in terms of eating out in the past six months.
  • Over four-in-ten have cut back in terms of purchasing clothes/shoes (44%) and driving/gasoline (41%).
  • Slightly fewer have cut back their spending for entertainment (i.e., movies) (38%) and travel/vacations (36%).
  • Over one-quarter (27%) admits to cutting back spending for food/groceries, and 23% have done so with technology purchases (i.e., computers).
In the past 6 months, have you cut back spending in the following areas (% yes):
Eating out 50%
Clothes/Shoes 44%
Driving/Gasoline 41%
Entertainment (i.e., movies) 38%
Travel/Vacations 36%
Food/Groceries 27%
Technology (i.e., computers) 23%

The margin of error for this survey is +/- 1.1%.  The sample sizes for this survey is 8,131

ConsumerStyles is Porter Novelli’s annual survey tracking consumer attitudes, lifestyles habits, purchasing behaviors, technology use, and traditional and social media habits among U.S. adults 18 years of age and older.  Porter Novelli has been using this survey to collect data on American adults for more than 15 years.  For more information on these or other data in ConsumerStyles, or our other Styles surveys such as DocStyles and YouthStyles, contact Adam Burns at 202-973-5895.

Methodology:  The 2011 ConsumerStyles survey was fielded May 20-29 via Knowledge Networks’ online KnowledgePanel®, and data were weighted to match U.S. Current Population Survey (CPS) proportions to ensure a nationally-representative sample.  For this iteration, 8,131 people completed the ConsumerStyles survey, with a completion rate of 56%.