The responsive consumer is back (but not to 2008 levels)

Responsiveness to marketing among consumers has risen for the third month running, the first such consecutive period rise since May 2008. According to The Marketing Response Index tracking study carried out as part of The British Marketing Survey, part of DataTalk Research, responsiveness in December 2009 stood at 83.7. The tracker is indexed at 100 for May 2008, before the recession hit spending.

The lowest point hit by the index was 72.4 in September 2009, but there have been monthly rises since then. Men reached the lowest level of responsiveness seen with an index of just 69 in August last year, but have now recovered to 85. By contrast, women dropped to 71 in September 2009 and are now indexed at 82.

For singles, responsiveness has been dropping like a stone, however. By December, the index for this group had fallen to an all-time low of 41. Families have seen the reverse, reaching a responsiveness of 97.5 – nearly equal to pre-credit crunch levels.

Surveying was carried out face-to-face in home with 1,000 consumers representative of the UK population taken from The British Population Survey.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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