Consumer Confidence Study Shows Americans Pulled Back on Spending Long Before Economic Crisis Hit

Consumer Confidence Study Shows Americans Pulled Back on Spending Long Before Economic Crisis Hit

Experian Marketing Services research finds consumer confidence dropped by 11 percentage points from Spring 2007 to Summer 2008

Schaumburg, Ill., Dec. 23, 2008 — Consumer confidence and spending began slowing as early as Spring 2007, according to a recent analysis by Experian Marketing Services, a part of global information company Experian. The analysis, based on data from Experian® SimmonsSM and Experian Hitwise®, found that from Spring 2007 to Summer 2008, the percentage of U.S. adults who felt they would be financially better off in the next year dropped considerably from 46 percent to 37 percent.

The analysis, which compared the self-reported economic confidence and spending habits of adult Americans along with online site traffic and searches on major purchase items, revealed consumer behaviors to be a strong indicator of a downturn months before the current economic crisis. Not only did the percentage of confident consumers slump, but the number of adults who felt they would be worse off in the coming year grew by 9 percent to 22 percent. 

“Our data shows a clear indication that the preferences and behaviors of consumers trended toward a slowdown well before the economic woes experienced over the past few months,” said Joe Paulsen, general manager of Consulting and Analytics for Experian Marketing Services. “Having this level of insight into the confidence levels and buying behaviors of consumers is critical for businesses seeking to better understand and communicate with their customers during challenging economic times.”

The analysis also found that:

  • Households earning $250,000 or more were the fastest to abandon the notion they would be somewhat or significantly better off in the coming year, dropping by 40 percent from Spring 2007 to Summer 2008
  • Middle- and upper-middle-income Americans (incomes ranging from $50,000 to $249,000) had the largest declines among those who planned to purchase big- or medium-ticket items within the next month, falling nearly 25 percent  
  • From October 2006 to October 2008, overall visits to retail Web sites slowed, with a 4 percent year-over-year decline
  • During the same time period, overall visits to Web sites in the travel category were down 10 percent year over year  
  • Online searches for major electronic items saw significant, year-over-year decreases, with “televisions” down 33 percent, “laptops” down 48 percent and “computers” down 57 percent
  • While online interest in big-ticket purchases decreased, visits to grocery Web sites are up 29 percent, and visits to coupon Web sites are up 27 percent  

Experian Simmons and Experian Hitwise are a part of Experian Marketing Services. Experian Simmons is a full-service market and consumer research organization dedicated to enabling clients to optimize communications with their customers and prospects across multiple channels by providing a robust description of the American consumer. Experian Hitwise is the leading online competitive intelligence service, providing its 1,500 clients around the world with daily insights on how their customers interact with more than 1 million competitive Web sites and how their competitors use different tactics to attract online customers.

For more information and a copy of the analysis please visit Experian Marketing Services or contact us at

About Experian
Experian is a global leader in providing information, analytical and marketing services to organizations and consumers to help manage the risk and reward of commercial and financial decisions.

Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organizations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.

For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organizations from financial services, retail and catalog, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Experian has corporate headquarters in Dublin, Ireland, and has operational headquarters in Costa Mesa, Calif., and Nottingham, UK. The Group employs approximately 15,500 people in 38 countries worldwide, supporting clients in more than 65 countries around the world. Continuing sales for the year ended March 31, 2008, were in excess of $4 billion.

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Christopher Fielder
Experian Public Relations
1 224 698 8628 Telephone Email

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