Consumers call for vouchers not ads

British consumers want value for money and are turned off by flashy displays of wealth, according to new research.

Vouchers

Three quarters (75%) of British consumers think big, expensive TV ads are wasteful in the current climate, the survey carried out by media agency the7stars found.

Meanwhile, eight out of ten say (81%) say they are also more aware of sales promotions as a result of the recession.

Six out of ten say they are delaying spending until they can access vouchers and other promotions, and a sizeable chunk, 40%, say they have switched to doing more shopping online to take advantage of cheaper prices.

Meanwhile over a quarter of Brits (27%) say they are making an effort to avoid bad news to protect themselves from unnecessary doom and gloom during the downturn, the research carried out by Dipsticks International found.

The number of people concerned about future unemployment has risen from 38 to 45% in the last six months when a similar study was carried out.

Only 30% of consumers are optimistic that the downturn will end sooner rather than later. This rises to 42% among 16-24 year-olds, but only 20% of those in the 45-54 age bracket, who have actually lived through previous recessions, share the enthusiasm of their younger compatriots.

“A near-constant barrage of troubling news about the global and UK economy has led many people to simply switch off,” says Jenny Biggam, founding partner at the7stars. “There is clearly a growing inclination among consumers to stick their heads in the sand until things improve.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here