PRESS RELEASE - Recession Culture

We recently polled our young adult online panel of thought leaders about how the current economic climate has been affecting their social lives and general outlook.

THE SIMPLE LIFE
Young adults are simplifying their lives. With the economy in turmoil and unemployment on the rise, many Americans are taking the time to re-evaluate what makes them happy and healthy; we’re seeing a desire to overcome these troubled times through positive transformations. Exploring budget-friendly activities has led to fun rediscoveries, as they spend more time outdoors and dust off favorite board games for nights in with friends.

AN UPSIDE TO THE DOWNTURN
Over half of those polled believe the recession is changing some aspects of their lives for the better. Many are conserving their money, with “less blind spending” across the board and smarter budgets. Nearly one in ten claim a new appreciation for the things they have and are learning to “not take things for granted.” For many, figuring out what’s important includes “more face time” with family and friends; drawing on their shared support structures is a major de-stressor. Some are even finding themselves losing weight, as cooking healthier meals at home replaces heavy meals (and drinks) out.

READING IS FUN-DAMENTAL
As young adults are cutting back on their social funds, they are finding more time to read. The price of one book provides hours of enjoyment. Beyond traditional books, some are discovering the plethora of techy options for reading. Stanza, one of the gazillion iPhone apps, allows readers to download content directly to their device. Turning a page is as simple as touching the screen. Other devices include Kindle and Sony eReader. For those in front of a computer, Google Books has thousands of books ready to read on screen, while eNYPL (NY Public Library) allows users to download PDFs of print books and mp3s of audiobooks at the click of a button.

INTO THE GREAT WIDE OPEN
Over one in four are heading outdoors for days that cost next to nothing. Hiking is especially popular; other activities include going to the beach, taking walks, checking out local parks and biking. Some are getting more paw-time with their dogs at dog parks and dog beaches, while others are packing up picnics for family and friends instead of eating out at a restaurant.

GAME NIGHT
Game nights are increasingly popular; one in ten are hosting evenings in with old and new favorites. Poker nights remain a standby for big groups; other party games include Apples to Apples and Wii Rock Band (“it’s addictive and everyone wants to come over to play!”).

% SPENDING LESS GOING OUT TO EAT 69% CLOTHES 64% GOING TO BARS 57% DVDs 55% GOING TO CLUBS 52% OUT TO MOVIES 51% ITUNES MUSIC 49% LIVE MUSIC 43% MOVIE RENTALS 40% BOOKS 40% MAGAZINES 40% ITUNES TV SHOWS 38% PREMIUM CABLE 34% MUSEUMS 32% VIDEO GAMES 32% INTERNET AT HOME 18% CELL SERVICES 16%

% SPENDING MORE VIDEO GAMES 13% MOVIE RENTALS 12% BOOKS 12% OUT TO MOVIES 10% INTERNET @ HOME 10% CELL SERVICES 9% PREMUIM CABLE 7% MAGAZINES 7% MUSEUMS 6% LIVE MUSIC 5% GOING TO BARS 5% CLOTHES 5% OUT TO EAT 4% DVDS 4% ITUNES MUSIC 3% ITUNES TV 3% GOING TO CLUBS 1%

% NO CHANGE CELL SERVICES 75% INTERNET AT HOME 72% MUSEUMS 62% PREMIUM CABLE 59% ITUNES TV 59% GOING TO BARS 58% VIDEO GAMES 55% MAGAZINES 53% LIVE MUSIC 52% ITUNES MUSIC 49% MOVIE RENTALS 47% BOOKS 47% GOING TO CLUBS 46% DVDS 41% OUT TO MOVIES 39% CLOTHES 31% GOING OUT TO EAT 27%

ABOUT THE ZANDL GROUP


We are a New York-based market research boutique agency specializing in non-traditional, ethnographic approaches that thoroughly immerse our clients in their consumer’s world.





*ABOUT THE SURVEY AND PANEL


Our online panel of thought leaders consists of keen cultural observers (ages 18-39) who have been hand-recruited and pre-screened for their progressive, conceptual and tastemaker abilities. Their backgrounds are in diverse fields with particular emphasis on academia, the arts, entrepreneurship, blogging, entertainment, retail and technology. For this poll we surveyed 100 Panelists aged 18-35 (male and female) nationwide. The research was conducted on January 30, 3009.

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www.zandlgroup.com