amárach economic recovery index january 2016

24
1 Economic Recovery Index Economic Recovery Index An Amárach Research Briefing January 2016 Focus on: Mobile Networks © Amárach Research

Upload: amarach-research

Post on 14-Apr-2017

502 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: Amárach Economic Recovery Index January 2016

1 Economic Recovery Index

Economic Recovery Index An Amárach Research Briefing

January 2016 Focus on: Mobile Networks

© Amárach Research

Page 2: Amárach Economic Recovery Index January 2016

2 Economic Recovery Index

A Good Start

Five years from its lowest ebb and our

Economic Recovery Index has reached its

highest level ever as we begin 2016.

Crucially, the positive outlook is translating

into marked improvements in spending

intentions, and even in ‘buying Irish’

preferences.

This month we’ve focused on the attitudes

and intentions of customers of Ireland’s

mobile networks, and we introduce a new

section in which we profile customers of

each provider on key measures such as

NPS, switching intentions & spend.

2016 has got off to a good start, let’s hope it

gathers momentum in the months ahead.

Page 3: Amárach Economic Recovery Index January 2016

3 Economic Recovery Index

The Emotional Recovery

We have been reporting our monthly

Economic Recovery Index since April 2009.

We set out over six years ago to assess the

psychological impact of the recession and to

chart our ‘emotional progress’ towards

recovery alongside our ‘economic progress’.

This report summarises our Economic

Recovery Index results from April 2009

to January 2016.

The most recent fieldwork was conducted

during 11th to 18th January 2016 inclusive.

See how bad it was six years ago: http://www.slideshare.net/amarach/aib-amrach-recovery-indicator-january-2010

Page 4: Amárach Economic Recovery Index January 2016

Mobile Network

Customer Profile

Page 5: Amárach Economic Recovery Index January 2016

5 Economic Recovery Index

Profile of Customers by: Mobile Network

Source: PlanR Database, January 2016

January 2016 TOTAL Vodafone Meteor Three Tesco

Sample 1000 325 148 268 132

Average spend

€ per month 25.49 29.70 22.40 27.38 17.22

Net Promoter Score -14 -28 -11 -28 35

% likely to switch mobile

network in next 6 months 22% 22% 23% 21% 18%

% ever recommended their

mobile network 58% 50% 61% 47% 86%

Lifetime number of mobile

network relationships 2.8 2.7 3.1 2.7 3.0

Page 6: Amárach Economic Recovery Index January 2016

Economic Recovery Index

Page 7: Amárach Economic Recovery Index January 2016

7 Economic Recovery Index

Using the answers to the question on ‘stages of recovery’ we have created the Economic

Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak).

The ERI has reached its highest level ever at the start of 2016:

The Economic Recovery Index

Source: Amárach Research, January 2016

0

5

10

15

20

25

30

35

40

45

50

Ap

r '0

9

July

Sep

t

No

v

Jan

'10

Mar

May Ju

ly

Sep

t

No

v

Jan

'11

Mar

May Ju

ly

Sep

t

No

v

Jan

'12

Mar

May Ju

ly

Sep

t

No

v

Jan

'13

Mar

May

July

Sep

t

No

v

Jan

'14

Mar

May

July

Sep

t

No

v

Jan

'15

Mar

May

July

Sep

t

No

v

Jan

'16

The ERI is almost at the ‘halfway mark’ (50) in January 2016

Page 8: Amárach Economic Recovery Index January 2016

8 Economic Recovery Index

ERI Summary Table

Which one statement ‘best describes the economic situation in Ireland right now’?

% choosing each statement:

%

The economic

situation in

Ireland is

getting worse

The economic

situation is bad

but has

stabilized

The economic

situation is bad

but showing a

few signs of

improvement

The economic

situation is

getting better

and showing

clear signs of

improvement

The economic

situation is

good and

almost fully

recovered

Economic

Recovery

Index

Jan-10 32 34 31 3 0 27.1

Jan-11 56 23 18 2 1 17.3

Jan-12 58 24 16 2 0 15.4

Jan-13 45 30 21 3 0 20.9

Jan-14 20 36 34 9 0 33.3

Jan-15 17 29 38 16 1 38.5

Dec-15 13 30 34 19 4 43.3

Jan-16 11 28 32 24 5 45.0

There has been a sea-change in economic outlook since January 2012

Page 9: Amárach Economic Recovery Index January 2016

9 Economic Recovery Index

Economic Outlook

Which one statement ‘best describes the economic situation in Ireland right now’?

% choosing each statement by mobile network:

Source: Amárach Research, January 2016

January 2016 TOTAL Vodafone Meteor Three Tesco

1000 325 148 268 132

The economic situation in Ireland

is getting worse 11% 9% 11% 11% 14%

The economic situation is bad but

has stabilized 27% 31% 32% 23% 23%

The economic situation is bad but

showing a few signs of

improvement

31% 29% 36% 29% 33%

The economic situation is getting

better and showing clear signs of

improvement

23% 25% 13% 27% 24%

The economic situation is good

and almost fully recovered from the

recession

3% 3% 4% 6% 1%

ERI Score 45 45.3 41.3 48.4 43.2

Page 10: Amárach Economic Recovery Index January 2016

Consumer Impact

Page 11: Amárach Economic Recovery Index January 2016

11 Economic Recovery Index

Consumer Sentiment Summary Table I

% agree strongly/slightly with selected statements:

%

Ireland will be

through the

worst of the

recession in

12 months

time

I feel I am

financially

comfortable

enough to

make it

through the

recession

I am optimistic

in spite of the

current

economic

situation

Right now it

seems like the

recession is

affecting other

people more

than it is

affecting me

Jan-10 52 50 61 55

Jan-11 26 39 48 49

Jan-12 21 37 45 46

Jan-13 32 40 47 47

Jan-14 41 44 53 46

Jan-15 38 40 50 40

Dec-15 43 43 51 45

Jan-16 46 49 56 50

Feeling ‘financially comfortable’ is at its highest level ever

Page 12: Amárach Economic Recovery Index January 2016

12 Economic Recovery Index

Consumer Sentiment Summary Table II

% agree strongly/slightly with selected statements:

%

I am more

relaxed about

spending

money than I

was a few

months ago

I am saving a

lot more than

before

because of the

recession

My main

financial priority

is to pay off my

debts as quickly

as possible

I would be

happy to

borrow money

from a bank if I

need to

Jan-10 21 26 60 29

Jan-11 13 22 59 22

Jan-12 14 24 57 24

Jan-13 22 27 57 27

Jan-14 23 25 57 24

Jan-15 25 23 54 26

Dec-15 30 25 52 26

Jan-16 35 28 54 30

Spending sentiment is at its highest level ever

Page 13: Amárach Economic Recovery Index January 2016

13 Economic Recovery Index

Spending Intentions

Source: Amárach Research, January 2016

Strong improvement trend in spending sentiment

Page 14: Amárach Economic Recovery Index January 2016

14 Economic Recovery Index

Mobile Spenders

% of Irish adults who agree/disagree with the statement (by mobile network):

“I am more relaxed about spending than I was a few months ago”

Source: Amárach Research, January 2016

January 2016 TOTAL Vodafone Meteor Three Tesco

1000 325 148 268 132

Strongly Agree 12% 11% 11% 16% 9%

Slightly Agree 22% 22% 21% 23% 27%

Neither/Nor 25% 27% 21% 25% 20%

Slightly Disagree 18% 16% 27% 14% 19%

Strongly Disagree 19% 21% 16% 20% 22%

Page 15: Amárach Economic Recovery Index January 2016

15 Economic Recovery Index

Buying Irish

Source: Amárach Research, January 2016

Buying Irish intentions at highest level in nearly three years

Page 16: Amárach Economic Recovery Index January 2016

16 Economic Recovery Index

Mobile Irish

% of Irish adults who agree/disagree with the statement (by mobile network):

“I always buy Irish when I can”

Source: Amárach Research, January 2016

January 2016 TOTAL Vodafone Meteor Three Tesco

1000 325 148 268 132

Strongly Agree 24% 24% 23% 22% 19%

Slightly Agree 33% 32% 37% 35% 30%

Neither/Nor 22% 22% 13% 22% 28%

Slightly Disagree 10% 9% 15% 9% 11%

Strongly Disagree 6% 5% 7% 6% 5%

Page 17: Amárach Economic Recovery Index January 2016

Mood of the Nation

Page 18: Amárach Economic Recovery Index January 2016

18 Economic Recovery Index

The Mood of the Nation – I

Did you experience any of these feelings a lot of the day yesterday?

% saying Yes: April 2009 to January 2016

Source: Amárach Research, January 2016

0%

10%

20%

30%

40%

50%

60%

70%

Apr

'09

May

Ju

nJu

lA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

0F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

1F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

2F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

3F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

4F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

5F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

6

Enjoyment Happiness Stress Worry

Page 19: Amárach Economic Recovery Index January 2016

19 Economic Recovery Index

The Mood of the Nation – II

Did you experience any of these feelings a lot of the day yesterday?

% saying Yes: April 2009 to January 2016

Source: Amárach Research, January 2016

0%

5%

10%

15%

20%

25%

30%

35%

40%

Apr

'09

May

Ju

nJu

lA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

0F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

1F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

2F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

3F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

4F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

5F

eb

Mar

Apr

May

Ju

ne

Ju

lyA

ug

Sep

tO

ct

No

vD

ec

Ja

n'1

6

Anxiety Sadness Pain Anger

Page 20: Amárach Economic Recovery Index January 2016

20 Economic Recovery Index

The Mood of the Nation – III

Source: Amárach Research, January 2016

January 2016 TOTAL Vodafone Meteor Three Tesco

Sample 1000 325 148 268 132

Happiness 55% 58% 53% 52% 53%

Enjoyment 53% 55% 48% 56% 52%

Stress 33% 34% 37% 30% 37%

Worry 30% 30% 31% 30% 26%

Anxiety 25% 25% 29% 24% 25%

Physical Pain 21% 20% 20% 21% 26%

Boredom 20% 18% 24% 23% 18%

Sadness 18% 15% 22% 19% 19%

Anger 15% 13% 17% 14% 21%

Loneliness 14% 11% 14% 15% 18%

Fear 8% 8% 8% 9% 6%

Did you experience any of these feelings a lot of the day yesterday? % Yes by mobile network:

Page 21: Amárach Economic Recovery Index January 2016

Amárach Outlook

Page 22: Amárach Economic Recovery Index January 2016

22 Economic Recovery Index

2016 Beginning

2015 has been a good year when it comes to

tracking the recovery through our Economic

Recovery Index.

We’ll keep tracking the recovery’s progress

into 2016 – and we’ll keep you posted about

Ireland’s consumer needs.

We hope you find this edition of the

Economic Recovery Index helpful and

please do get in contact if you want to

discuss how it can be applied to your brand

planning requirements in 2016 and beyond.

For more on the ERI see: http://www.amarach.com/resources/economic-recovery-index.htm

Page 23: Amárach Economic Recovery Index January 2016

Trends Report

Market research from just

€295 a month? Check out our

new PlanR service.

Simply register, select a

package that suits your needs

and start creating your own

research dashboard from over

100 different trend series,

statistics and forecasts.

Go get PlanR here:

http://getplanr.com/

Page 24: Amárach Economic Recovery Index January 2016

Trends Report

e. [email protected]

t. 01 410 5200

w. www.amarach.com

b. www.amarach.com/blog

tw. twitter.com/AmarachResearch

s. slideshare.net/amarach/