ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
UK shoppers have new priorities
LONDON: Mobile phones and broadband are among the "new essentials of consumer life" in the UK, with shoppers on tight budgets preferring to cut their spending on food and clothing instead.
polled 2,006 adults
, and found that 57% expected to trim their outlay on big-ticket items going forward. This total dropped to 56% for socialising and entertainment, 55% for clothing, 54% for home improvement and 46% for alcohol and tobacco.
Meanwhile, 43% were planning to cut their spend on groceries and food, ahead of the 37% logged by mobile phones, 34% for pay-TV subscriptions and 26% for broadband.
"While people are cutting back in some areas, there is a growing emphasis on products that have come to be regarded as the new essentials of consumer life. These include broadband, TV subscriptions and mobile phone bills," the study said.
Elsewhere, the analysis asked the panel which industries they trusted, and discovered the food and grocery sector led the charts on 3.57 points out of a possible five.
Domestic appliance manufacturers posted 3.38 points here, the same total as technology companies. Broadband and landline providers received 3.14 points and 3.09 points in turn.
At the other end of the spectrum, automakers recorded just 2.64 points, with longer-term financial products on 2.72 points, gas and electricity suppliers on 2.83 points and banks on 2.92 points
More broadly, only 53% of interviewees were "satisfied with life". Financial insecurity was a particular problem, as shown by the fact household debt stands at £1.5tr, the highest amount since the 1980s.
An additional 48% of the sample revealed they could not manage any further unexpected costs, and 35% were already finding it hard to cope on their current income.
Which? also stated most people find it difficult to save 7p from every £1, potentially falling to 5p by 2016. Latvia and Lithuania are the only European countries with a lower savings rate than the UK.
"Consumers in Britain are going through the tightest squeeze in their living standards since the 1920s. Many consumers are clinging to the edge of a financial cliff with savings at rock bottom and personal debt levels sky high," said Richard Lloyd, the organisation's executive director.
Data sourced from Which?; additional content by Warc staff, 25 July 2012
UK adspend hits pre-recession levels
Food and drink brands lead on Twitter
UK brands boost mobile capabilities
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc