Americans Still Cutting Back
- Just over one-third of Americans are going to the hairstylist or barber less often (37%) and have switched to refillable water bottles instead of purchasing bottled water (37%)
- In not-so-good news for the print industry, over one-quarter of adults (27%) have cancelled one or more magazine subscriptions while 17% have cancelled a newspaper subscription. In addition, one in ten Americans have considered cancelling a newspaper subscription (11%) or a magazine subscription (8%)
- One in five Americans have stopped purchasing coffee in the morning (22%) and cut down on dry cleaning (21%) while 14% have begun carpooling or using mass transit
- Media, entertainment and communication may also have taken a hit in these economic times — one in five U.S. adults have cancelled or cut back on cable television service (22%), just under one in five have changed or cancelled cell phone service (17%) or cancelled their landline service and are only using their cell phone (17%);
- Breaking this down by generation, Gen X-ers (those 34-45) are most likely to purchase generic brands (70%), brown bag their lunch (62%), go to the hair dresser less often (45%) and to have stopped purchasing coffee in the morning (35%)
- Echo Boomers (those 18-33) are much less likely to have cancelled a magazine subscription (18%) compared to at least three in ten of all the other generations who say they have done this, although Echo Boomers are more likely to have cancelled their landline phone service (22%).