Consumerology Report - April 2010

THE BENSIMON BYRNE
Consumerology
Report
Economic Trends and

Consumer Behaviour
April 2010
Consumerology Report
• Each quarter the Consumerology Report tracks consumer opinions about the
economy, their personal financial expectations, consumer buying intention, and
attitudes toward key national issues.
• Now in its eighth quarter, the primary purpose of this edition of Consumerology is
to probe and measure the impact of the recession on attitudes and behaviours of
consumers, both short- and long-term.
• Previous editions of the Consumerology Report have covered a variety of topics

including: The Impact of Macro-economic Trends; The Impact of Environmental
Issues; New Canadians, New Consumers; Economic Trends and Consumer
Behaviour; Evolving Attitudes to Health and Nutrition; and Technology and
Canadian Consumers.
• For more information, contact Karey Templeton at Bensimon Byrne.
• Phone: 416-927-3212
• Email: karey.templeton@bensimonbyrne.com
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 2 -
Consumerology Report
• On behalf of Bensimon Byrne, The Gandalf Group conducts research to produce
the Consumerology Report.
• The Gandalf Group offers elite research and strategic advice in brand
development, policy advocacy, reputation management, consumer research,
issue management and communications. Learn more about them at
www.gandalfgroup.ca
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 3 -
Methodology
• The Gandalf Group conducted qualitative and quantitative research to produce
the Consumerology Report. A national proportionate quantitative online survey
was conducted in English and French with 1,500 Canadians between February
23rd and March 1st, 2010.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 4 -
Definitions and Sample Sizes
• For the purposes of this presentation, “Better” and “Worse” refer to a
respondent’s answer to the question asking “How would you say your
PERSONAL financial or economic situation is compared to one year ago? Would
you say your PERSONAL financial or economic situation has gotten much better,
a little better, a little worse or much worse?” Better = 49.6%, Worse = 50.4%.
• For the purposes of this presentation, “More Debt” and “More Savings” refer to a
respondent’s answer to the question asking “What is the status of your current
financial position – would you say that you have more debt (not including your
mortgage) than you do savings (not including equity in your home), or more
savings than you have debt?” More Debt = 57.5%, More Savings = 42.5%.
• For the purposes of this presentation, “Owner” and “Renter” refer to a

respondent’s answer to the question asking “Are you a homeowner or a renter?”
Owner = 55.6%, Renter = 38.5% (“Other” = 6%).
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 5 -
Everything is Moving in the Right Direction
• There is a stunning level of consensus among Canadians that the recession is
over and that the next year will see growth
• For the first time in two years, most Canadians think the economy is growing
• Starting to be reflected in experience – for first time in 2 years, half of Canadians

say they are better off than they were a year ago
• Market recovery is driving factor
• Improvement concentrated in middle-aged, middle to upper income
• Over 80% think that the economy and their own situation will be better one year
from now
• Fear of job loss has plummeted
• Less so in Ontario
• People freely admit that they are more optimistic than a year ago
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 6 -
Assessments of the National Economy
• “In general, how would you describe the state of the economy of Canada today –
would you say that it is in a period of ____________?”
Apr-10 2 61 28 5 6
Nov-09 2 45 36 10 7
Jul-09 2 41 43 8 6
Apr-09 2 16 59 18 4
Jan-09 8 64 25 3
Oct-08 1 30 60 10
Jul-08 5 58 34 3
Apr-08 9 66 23 2
Strong growth Moderate growth Moderate decline Strong decline D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 7 -
Assessments of the National Economy
• “In general, how would you describe the state of the economy of Canada today –
would you say that it is in a period of ____________?”
Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Nov-09 Apr-10
Growth Decline
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 8 -
Economic Expectations
• “Looking forward to one year from now, do you think the economy will be much
stronger than it is today, a little stronger than it is today, a little weaker than it is
today or much weaker than it is today?”
Apr-10 11 75 12 2
Nov-09 11 70 15 4
Jul-09 12 70 14 3
Apr-09 9 61 24 6
Jan-09 6 49 34 12
Oct-08 5 41 39 16
Jul-08 5 45 43 7
Apr-08 4 58 34 4
Much stronger A little stronger A little weaker Much weaker DK/ref
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 9 -
Projection of Personal Financial Situation
• “How do you expect your PERSONAL financial or economic situation to be one
year from now – compared to what it is like today? Do you expect that your
PERSONAL financial or economic situation will be in much better shape, a little
better shape, a little worse, or much worse than it is now?”
Apr-10 13 70 15 2
Nov-09 14 68 15 3
Jul-09 13 68 16 3
Apr-09 13 63 20 4
Jan-09 9 63 25 3
Oct-08 11 52 33 4
Apr-08 15 63 19 4
Much better A little better A little worse Much worse
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 10 -
Concern for Job Security
• “We’d like you to tell us how much you agree or disagree with the following
statement, using a 1 to 9 scale where 1 means you strongly disagree and 9
means you strongly agree.” I am worried that I or somebody in my
household might lose their job this year.
Ontario (Apr-10) 24 30 41 5
Apr-10 20 27 47 6
Apr-09 30 28 38 5
Jan-09 25 24 48 3
Strongly agree Moderately agree Disagree D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 11 -
Assessment of Personal Financial Situation
• “How would you say your PERSONAL financial or economic situation is
compared to one year ago? Would you say your PERSONAL financial or
economic situation will be ____________?”
Apr-10 6 44 39 11
Nov-09 5 39 43 13
Jul-09 5 38 44 15
Apr-09 5 34 44 17
Jan-09 8 33 46 13
Oct-08 5 36 43 16
Apr-08 9 47 34 10
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 12 -
Assessment of Personal Financial Situation
• “How would you say your PERSONAL financial or economic situation is
compared to one year ago? Would you say your PERSONAL financial or
economic situation has gotten much better, a little better, a little worse or
much worse?”
Total 6 44 39 11
More Savings 8 53 35 5
More Debt 4 37 42 16
18-34 11 44 33 13
35-54 4 43 40 14
55+ 4 45 45 6
<$50K 5 38 43 15
$50K-$99K 6 47 37 9
$100K-$150K 11 56 29 4
$150K+ 5 64 24 7
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 13 -
Optimistic vs. Pessimistic
• “Please fill in the blanks with the phrases given below. Compared with a year ago,
are you more _______ and less _______?” Optimistic vs. pessimistic
Total 61 59
More Savings 71 29
More Debt 54 46
Owner 65 35
Renter 57 44
<$50K 56 45
$50-$99K 66 34
$100K-$150K 70 30
$150K+ 72 28
More optimistic More pessimistic
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 14 -
Consumer Spending Will Not Reflect
This Surge in Optimism
• Two Reasons
• The culture remains one of thrift and frugality, not spending and extravagance
• Most Canadians have a large personal debt that is commanding a large share
of their wallet, and having a huge dampening effect on their consumer
spending
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 15 -
The Culture of Thrift Remains
• Very few think this is a good time for them to make a major purchase
• True even among the economically secure – those better off than a year ago,
those unafraid of job loss, those with more savings than debt, those who
have been increasing their spending
• Few reject the notion that they/we were living beyond their/our means
• Virtually everybody has been reflecting somewhat on the difference between

need and want, and it has been top of mind for most Canadians
• Excitement about the end of the recession is quite muted
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 16 -
Recession Behaviour in a Growth Economy
• People of all demographic groups, no matter how secure, say they are:
• Eating at home more and eating out less
• Saving more and spending less
• (With the exception of those earning more than $150K) buying more
no-name products and fewer brand name products
• Looking at flyers and coupons
• Acquiring less and simplifying more
• Buying fewer environmentally friendly products because of cost
• One exception to that trend – more driving and less public transportation
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 17 -
Time for a Major Purchase?
• “We are interested in your current attitudes about spending. For each of the
following statements, on a scale of 1 to 9 where 1 means you do not agree at all
and 9 means you strongly agree, how much do you agree or disagree with the
following?” This is a good time for me to make a major purchase.
Total 14 33 50 3
Women 14 30 53 3
Men 15 36 47 2
18-34 16 36 45 4
35-54 13 31 53 3
55+ 15 33 51 2
<$50K 10 30 57 3
$50K-$99K 18 34 46 2
$100K-$150K 23 39 35 3
$150K+ 23 44 31 2
Strongly Agree Moderately Agree Strongly Disagree D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 18 -
Delayed Retirement
following?” I will have to retire later now than I had once planned to.
Total 35 24 28 13
18-34 29 31 21 19
35-54 50 23 18 10
55+ 20 19 49 12
<$50K 52 28 19
$50K-$99K 47 33 19
$100K-$150K 31 39 30
$150K+ 25 34 42
More Debt 44 24 18 14
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 19 -
Eschewing Brands
following?” I am more likely to buy no-name or generic brands.
Total 55 30 14 1
<$50K 60 27 11 2
$50K-$99K 53 31 15
$100K-$150K 46 34 20
$150K+ 42 39 19
Children 59 28 12 1
None 54 30 15 1
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 20 -
Trends – Brands or No-Name?
• “Please fill in the blanks with the phrases given below. Compared with a year
ago, are you doing more _______ and less _______?” Buying brand name
products vs. buying generic and no-name products.
Total 21 79
More Savings 27 73
More Debt 17 83
Better 30 71
Worse 13 87
<$50K 15 85
$50-$99K 23 78
$100K-$150K 35 65
$150K+ 53 48
More buying of brand name products More buying of generic and no-name products
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 21 -
Unaffordable Environmentalism
• “For each of the following statements, on a scale of 1 to 9 where 1 means
you do not agree at all and 9 means you strongly agree, how much do you
agree or disagree with the following?” I am buying fewer environmentally
friendly products.
Apr-10 22 43 32 3
Apr-09 19 41 37 4
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 22 -
Need or Want?
• “For each of the following statements, on a scale of 1 to 9 where 1 means you
do not agree at all and 9 means you strongly agree, how much do you agree or
disagree with the following?” I think more now about the difference
between need and want.
Apr-10 65 27 7 1
Apr-09 56 31 12 2
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 23 -
Trends – Eating Out or In?
are you doing more ______ and less ______?” Eating at home vs. eating out.
Total 14 86
More Savings 16 84
More Debt 12 88
Better 19 81
Worse 9 91
<$50K 11 89
$50-$99K 14 86
$100K-$150K 22 78
$150K+ 34 67
More eating out More eating at home
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 24 -
Trends – Work or Recreation?
• “Please fill in the blanks with the phrases given below. Compared with
a year ago, are you doing more _______ and less _______?” Work vs.
relaxing and recreation
Total 52 48
Male 52 48
Female 51 49
18-34 61 39
35-54 62 39
55+ 28 72
Children 64 36
None 47 53
More work More relaxing and recreation
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 25 -
Trends – Bargain Hunting or Impulse Buying?
are you doing more _______ and less _______?” Impulse buying vs. bargain
hunting.
Total 10 90
Male 12 88
Female 8 92
18-34 16 84
35-54 9 91
55+ 16 84
Children 12 88
None 10 90
More impulse buying More bargain hunting
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 26 -
Trends – Saving or Spending?
ago, are you doing more _______ and less _______?” Saving vs. spending.
Total 65 35
Male 65 35
Female 66 34
18-34 62 38
35-54 65 35
55+ 69 31
Children 61 39
None 67 33
More saving More spending
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 27 -
Trends –
Coupons/Flyers or Spontaneous Shopping?
ago, are you doing more _______ and less _______?” Looking at flyers and
coupons vs. spontaneous shopping.
More Savings 86 14
More Debt 90 10
Children 88 12
None 91 9
Owner 92 9
Renter 86 14
<$50K 88 12
$50-$99K 91 9
$100K-$150K 81 19
$150K+ 79 21
More looking at flyers and coupons More spontaneous shopping
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 28 -
Investment Confidence Improving
• “For each of the following statements, on a scale of 1 to 9 where 1 means you do
not agree at all and 9 means you strongly agree, how much do you agree or
disagree with the following?” I’ve lost confidence investing in the stock markets.
Apr-10 40 29 19 13
Apr-09 45 28 14 13
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 29 -
Consumer Restraint
• Most Canadians report that their spending remains much lower than it was
a few years ago
• Canadians tell us not to expect a rebound in their spending this year
• 27 possible spending areas tested – 6 where more Canadians expect to

increase rather than cut back their spending
• In each of those areas – all essentials or close to it – people are expecting

prices to increase
• There is no indication that consumers are anxious to open their wallets
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 30 -
Cutbacks Remain In Place
following?” I am spending much less than I did a few years ago.
Total 47 31 21 1
<$50K 52 28 19 2
$50K-$99K 47 33 19 1
$100K-$150K 31 39 30
$150K+ 25 34 42
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 31 -
Consumer Spending Projections – Tier 1
• “Compared to the last 12 months, do you expect that over the next year you will
spend much less, somewhat less, about the same as now, somewhat more, or
much more on…”
Net
Household utilities 39 49 12 27
Paying off CC/LOC debt 40 44 16 24
Groceries 30 55 15 15
Mortgage/rent payments 25 64 11 14
Gas for vehicle(s) 31 51 18 13
Cable TV/HD/PVR etc. 21 62 17 4
Clothing for children 25 48 27 -2
Entertaining at home 18 56 26 -8
Fitness 19 53 27 -8
Much and somewhat more About the same Much and somewhat less
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 32 -
much more on…”
Net
Savings 26 44 30 -4
Wireless/cell service 13 63 23 -10
Home repairs/renos 24 41 35 -11
Travel 24 38 37 -13
GICs/Canada Savings Bonds 21 43 36 -15
Equities/mutual funds 19 45 36 -17
Computer/equipment 16 48 37 -21
Clothing for yourself 14 50 36 -22
Beauty products 8 59 33 -25
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 33 -
much more on…”
Net
Gifts for others 11 51 37 -26

Lottery tickets 9 56 35 -26
Alcohol 10 53 37 -27
Cigarettes 14 46 41 -27
Consumer electronics 15 41 44 -29
Furniture 14 40 46 -32
Eating out 10 44 45 -35
Live pro sports 10 43 47 -37
Bars/clubs 11 35 55 -44
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 34 -
The Debt Anchor on Consumer Spending
• Almost 60% of Canadians have more non-mortgage debt than savings
• This is true of almost ¾ of parents, 40% of whom are facing readjusting

their education plans for their children
• Half say it will take them more than three years to pay it off
• Even if they got money, they would put it against debt rather than spend it
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 35 -
Debt vs. Savings
• “What is the status of your current financial position — would you say that you
have more debt (not including your mortgage) than you do savings (not including
equity in your home), or more savings than you have debt?”
58
42
Debt Savings
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 36 -
Years of Paying Off Debt
• “How long do you think it will take for you to pay off your debt, not including
your mortgage?”
Apr-10 37 37 7 20
Apr-09 35 34 7 25
<1 year - 2 years 3 years + D/K N/A
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 37 -
Most Canadians Are In Debt
• “What is the status of your current financial position — would you say that you
have more debt (not including your mortgage) than you do savings (not including
equity in your home), or more savings than you have debt?”
Children 72 28
None 52 48
<$50K 63 37
$50K-$99K 54 46
$100K-$150K 52 48
$150K+ 41 59
Non-retired 63 37
Retired 31 69
Owner 51 49
Renter 69 31
Debt Savings
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 38 -
Effects of Personal Debt
• Those who have more non-mortgage debt are:
• Much more likely to be worse off than a year ago
• Less likely to be able to make a major purchase
• More likely to still be cutting back on spending
• More insecure (worried about falling behind)
• Virtually all report that they cannot afford to save and are very worried
about retirement
• One in four thinks they are likely to have to downsize their house or
apartment
• 60% say they will be forced to put away less for retirement
• ¾ say they are going to have to reduce their ongoing spending
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 39 -
Consequences of Personal Debt
• “And how likely is it that because of this debt you will ________________________?”
Lower the amount of money you spend on a

monthly basis on things other than housing?
76 20 4
Put away less toward your retirement

than you expected?
63 30 7
Rethink your plans for your children's 40 54 6

education? [PARENTS ONLY, N=405]
Have to downsize your house,

apartment or condo?
26 64 10
Likely Not Likely D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 40 -
Changes in Spending – Household Costs
• “Compared to the last 12 months, do you expect that in the next year you will
spend much less, somewhat less, about the same, somewhat more or much
more on…” [Net amount]
20
Household utilities
30
13
Rent/mortgage payments
10
6
Gas for vehicle(s)
18
1
Groceries
23
-16
Home repairs/renos
4
More DEBT than savings More SAVINGS than debt
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 41 -
Changes in Spending – Finances
25
Paying off credit card/line of credit debt
3
-12
Investments in equities, mutual funds, etc.
-3
-15
Savings in a bank/credit union
9
-19
Investments in GICs, Canada Savings Bonds, etc.
-1
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 42 -
Changes in Spending – Non-essential Spending
-2
Cable/digital/specialty TV & other services
10
-3
Clothing for children
0
-14
Wireless/cell phone services
-1
-15
Cigarettes
-3
-25
Lottery tickets
-12
-27
Alcohol
-14
-31
Clothing for yourself
-10
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 43 -
Changes in Spending – Consumer Goods
-26
Computers & equipment
-7
-26
Beauty products
-12
-30
Furniture
-18
-34
Consumer electronics
-18
-36
Gifts for others
-10
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 44 -
Changes in Spending – Entertainment
-14
Fitness
6
-19
Live pro sport events
-13
-23
Travel
5
-35
Going out to bars/clubs
22
-45
Eating out
-20
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 45 -
Priorities for Extra Spending Money
• “If you came into $5,000, please rank the following in terms of where you would
put the money in priority sequence by writing 1 for first, 2 for second, etc.”
Paying down debt 62 12 9 17
Investing it 14 25 30 31
Saving it for a rainy day 13 41 31 15
Making a purchase 11 22 30 37
Rank 1 Rank 2 Rank 3 Rank 4
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 46 -
Priorities for Extra Spending Money – More Debt
• “If you came into $5,000, please rank the following in terms of where you would
put the money in priority sequence by writing 1 for first, 2 for second, etc.”
More debt than savings.
Paying down debt 80 12 6 3
Making a purchase 9 21 29 41
Saving it for a rainy day 8 45 32 15
Investing it 4 22 33 41
Rank 1 Rank 2 Rank 3 Rank 4
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 47 -
Anxiety About Declining Opportunities
• Underlying short-term economic optimism is a more fundamental anxiety
about future prospects
• 60% of Canadians are behind where they thought they would be financially
at this point in their life
• Canadians much more likely to think our standard of living will be lower than
higher post recession
• Most Canadians have hope, few have confidence, that they will ever be
more prosperous than they are now
• Fewer than one in five Canadians is relatively confident that the next
generation of Canadians will have a better quality of life than the current
generation enjoys
• Much more likely to be worried about falling behind than excited about
getting ahead
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 48 -
Am I Ahead or Behind?
• “Compared to what you had expected for this stage of your life, are you
financially ahead of where you thought you would be, behind where you thought
you would be, or where you thought you would be financially?”
Total 12 60 21 7
<$50K 10 65 18 7
$50K-$99K 13 59 22 7
$100K-$150K 19 49 29 3
$150K+ 28 42 21 9
Owner 15 55 24 6
Renter 9 68 16 8
More Debt 7 73 14 6
Ahead Behind Where you thought you would be D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 49 -
The Future
• “When this recession ends and the economy normalizes, do you think
we will have ____________ standard of living than we used to have?”
Apr-10 3 32 44 8 12
Apr-09 4 29 46 8 13
A much higher A slightly higher A slightly lower A much lower D/K
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 50 -
Concern about Personal Finances
following?” I’m more worried about falling behind than I am excited about
getting ahead.
Apr-10 45 36 16 3
Apr-09 41 37 20 3
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 51 -
Concern about Personal Finances
following?” I’m more worried about falling behind than I am excited about
getting ahead.
Total 45 36 16 3
<$50K 52 32 13 3
$50K-$99K 41 39 18 3
$100K-$150K 35 44 22
$150K+ 23 41 37
Children 50 36 11 3
None 43 36 19 3
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 52 -
Conclusions
• Very high expectations that the recession is over, and that both the national
and personal balance sheets will be improving over the next year
• People are, and want to be, optimistic about the economy over the near term
• It is a relief, but not exciting, that the recession is over
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 53 -
Conclusions
• However, consumer spending will not reflect the topline levels of optimism for
two key reasons:
1. The Culture of Thrift that developed during the recession continues to be

dominant in most consumers’ minds
• Restraint remains in and conspicuous consumption remains out – except

among the highest income brackets
• Core attitudinal underpinnings of the “culture of thrift” are not diminishing

as the recession diminishes
2. Most Canadians are in debt and the debt is significant and difficult to manage
• It is their top priority for discretionary spending
• It severely limits their ability to return to pre-recession spending levels
• It is also a big factor in the looming retirement income crisis and many
people feel they do not have the capacity to save or invest
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 54 -
Conclusions
• There is a remarkable, disturbing belief that Canada is trending toward a
country of fewer opportunities and a lower standard of living
• Little confidence that the next generation will have a better standard of
living, despite the fact that most Canadians feel that they themselves
have not done as well financially as they had hoped
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
- 55 -

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THE BENSIMON BYRNE

Economic Trends and

• Previous editions of the Consumerology Report have covered a variety of topics

• For more information, contact Karey Templeton at Bensimon Byrne.

THE BENSIMON BYRNE

THE BENSIMON BYRNE

THE BENSIMON BYRNE

• For the purposes of this presentation, “Owner” and “Renter” refer to a

THE BENSIMON BYRNE

• Starting to be reflected in experience – for first time in 2 years, half of Canadians

• Market recovery is driving factor

• Improvement concentrated in middle-aged, middle to upper income

• Fear of job loss has plummeted

THE BENSIMON BYRNE

Strong growth Moderate growth Moderate decline Strong decline D/K

THE BENSIMON BYRNE

Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Nov-09 Apr-10

THE BENSIMON BYRNE

Much stronger A little stronger A little weaker Much weaker DK/ref

THE BENSIMON BYRNE

Much better A little better A little worse Much worse

THE BENSIMON BYRNE

Strongly agree Moderately agree Disagree D/K

THE BENSIMON BYRNE

Much better A little better A little worse Much worse

THE BENSIMON BYRNE

Much better A little better A little worse Much worse

THE BENSIMON BYRNE

More optimistic More pessimistic

THE BENSIMON BYRNE

THE BENSIMON BYRNE

• Virtually everybody has been reflecting somewhat on the difference between

• Excitement about the end of the recession is quite muted

THE BENSIMON BYRNE

• Eating at home more and eating out less

• Saving more and spending less

• Looking at flyers and coupons

• Acquiring less and simplifying more

• Buying fewer environmentally friendly products because of cost

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

More eating out More eating at home

THE BENSIMON BYRNE

More work More relaxing and recreation

THE BENSIMON BYRNE

More impulse buying More bargain hunting

THE BENSIMON BYRNE

More saving More spending

THE BENSIMON BYRNE

More looking at flyers and coupons More spontaneous shopping

THE BENSIMON BYRNE

Strongly Agree Moderately Agree Strongly Disagree D/K

THE BENSIMON BYRNE

• Canadians tell us not to expect a rebound in their spending this year