The study was in the field from April 16 to 21, 2010 and was completed by 787 JCOC
The 2010 results are similar to those of 2009. When asked “Have you significantly cut back on your purchasing of non essential products and services?” 95% answered yes in 2009 and 96% in 2010.
When asked “What is the one main reason why you have significantly cut back on your purchasing of non essential products and services?” in 2009 - 24% worried about the economy and now in 2010, 17% are worried.
When asked, “What is the one main reason that would get you to start purchasing non essential products and services again?” Pay off my debt, was first with 24% in 2010 compared to 22% in 2009. Coming in second with 19% was Economy gets better, in 2010.
The all-important question of, “When you begin purchasing non essential products and services again, what is the first product or service you will buy?” Vacation/personal travel topped the list with 21%, tied at 10% was Home furnishings and Go out to a nice dinner. Fine jewelry was at 7%.