1. National Consumer Agency
Market Research Findings:
Household Budgeting and Financial Planning
October 2011
Research Conducted by

2. Table of Contents Key Findings
Household Budgeting and Financial Planning
Research Background and Methodology
Profile of Sample

3. Key Findings

4. Key Findings - I
64% of consumers indicated that “household income decreased since the same period in the previous year”:
Of these:
50% = expenditure increased in the period
25% = expenditure remained the same
There has been a slight lift, up 5 percentage points to 16%, in the proportion of consumers who believe that Ireland will be through the worst of the recession in 12 months time
1 in 2 (50%) Irish Consumers budget for household expenses; higher amongst year olds and those responsible for the main grocery shop.
Those who operate a budget are most likely to do so on a weekly basis

5. Key Findings - II
Almost 1 in 4 (23%) have found themselves in financial difficulty within the past 12 months
Those who have found themselves in financial difficulty;
3 in 5 have cut back on spending,
3 in 10 borrowed money from friends/family
while 1 in 4 took money out of savings while a similar proportion missed a payment
Over 7 in 10 (71%) consumers indicated that they shop around when purchasing car insurance, with over 6 in 10 (62%) doing so in relation to house insurance, and the corresponding figure for health insurance was just over 1 in 2 (52%)

6. Household Budgeting and Financial Planning

7. Household Income & Expenditure - Overview
(Base: All aged – 1,000)
INCOME
EXPENDITURE % %
Increased a lot (5)
(1)
Increased a little (4)
(3)
(6)
Remained the same (3)
77%
(66%)
(31)
(19)
Decreased a little (2)
(37)
64%
(61%)
(41)
Decreased a lot (1)
(24)
(18)
(9)
Don’t know
(4)
(7)
() = Nov/Dec 2010

8. Household Income & Expenditure - I
(Base: All aged – 1,000)
Don't know
= 7% (7%)
EXPENDITURE:
(27)
(41)
(25)
Decreased (%1/2)
Stayed the same (%3)
Increased (%4/5)
INCOME: %
(1) % %
Increased a lot (5)
(-)
(2)
(1)
(5)
Increased a little (4)
(4)
(12)
Remained the same (3)
(19)
(54)
(46)
Decreased a little (2)
(42)
89%
(88%)
79%
(74%)
(32)
(42)
44%
(42%)
Decreased a lot (1)
(32)
(10)
() = Nov/Dec 2010

9. Household Income & Expenditure - II
(Base: All aged – 1,000)
Don't know
= 5% (4%)
INCOME:
(61)
(31)
(4)
%4/5 Increased: Base is too
Small to Analyse
Decreased (%1/2)
Stayed the same (%3)
EXPENDITURE: % %
(2)
25%
(16%)
Increased a lot (5)
(9)
50%
(31%)
(14)
Increased a little (4)
(22)
(73)
Remained the same (3)
(29)
23% (39%)
Decreased a little (2)
(24)
Decreased a lot (1)
(15)
(10)
Don’t know
(1)
(1)
() = June 2010

10. One Word to Describe: Ireland Right Now
(Base: All aged – 1,000)
June 2010
Nov/Dec 2010
May/June 2011

11. One Word to Describe: Your Current Financial Situation
(Base: All aged – 1,000)
May/June 2011

12. One Word to Describe: How You Yourself Feel Right Now
(Base: All aged – 1,000)
June 2010
Nov/Dec 2010
May/June 2011

13. One Word to Describe: Your Job
(Base: All aged – 1,000)
The predominant word used to describe how consumers currently feel about their job is ‘None’ – driven by those who are currently unemployed. However, when ‘none’ is removed – most describe their job as ‘Good’.

14. Economic Outlook – I (Base: All aged 15-74 – 1,000) Neither/Nor (3)
May/June ‘11
Nov/Dec ‘10
June ‘10
Disagree strongly
(1)
Disagree
(2)
Agree
(4)
Agree Strongly
(5)
Neither/Nor (3)
Mean Score 21
3.9 18
3.8 25 27
3.7 24
As a result of the recession I will continue to shop around for better deals when the economy has settled
I am holding off on buying large spend items *
I have learnt to manage my finances better as a result of the recession and will continue to do so going forward
73%
72%
73%
64%
64%
65%
65%
* New Statement

15. Economic Outlook – II (Base: All aged 15-74 – 1,000)
May/June ‘11
Nov/Dec ‘10
June ‘10
Disagree strongly
(1)
Agree Strongly
(5)
Disagree
(2)
Agree
(4)
I am constantly looking for better value and am switching providers regularly to achieve this
Ireland will be through the worst of the recession in 12 months time
I am more relaxed about spending money than I was 6 months ago
Neither/Nor (3)
Mean Score 29
3.5 25
3.3 16
2.2 12
1.9 31
2.8 21 27
2.6
53%
48%
68%
16%
77%
11%
38%
31%
67%
12%
79% 9%
51%
12%

16. One Word to Describe: Ireland in 12 Months Time
(Base: All aged – 1,000)
June 2010
Nov/Dec 2010
May/June 2011

17. One Word to Describe: Your Future
(Base: All aged – 1,000)
Nov/Dec 2010
June 2010
May/June 2011

18. Factors Which Influence Choice of Institution For....
Current Account
Savings Accounts
(Base: All with a current a/c - 852)
(Base: All with a savings a/c - 848)
Most Influence %
Any Influence
Most Influence %
Any Influence
Fees & charges
Stability/security of institution
Familiarity/Past experience
Interest paid on balance
Recommendations from family/friends
Debit Interest rate
Advice given from financial advisor/broker
Advertising and media coverage
Fees & Charges
Interest paid on balance
Stability/security of institution
Familiarity/Past experience
Recommendations from family/friends
Advice given from financial advisor/broker
Advertising and media coverage

19. Budgeting for Household Expenses
(Base: All aged – 1,000)
Incidence of Budgeting for Household Expenses
Timeframe Budget Operated Within % %
Daily
Weekly
Yes
Higher amongst:
35-44 year olds 68%
Responsible for main grocery shop 64%
Living in Connaught/Ulster 60%
Females 57%
Fortnightly
Monthly
Quarterly
Annually

20. Experience Any Financial Difficulty
(Base: All aged – 1,000) % %
Cut back on spending
Borrowed money from friends/family
Took money out of savings
Missed payment
Worked overtime to earn extra money
Used credit card
Used overdraft
Took out a loan
Sold items
Extended overdraft facility
Nothing
Got advice from financial agency
Yes
Higher amongst
Unemployed 41%
25-34 year olds 32%
C2DE/F50- 31%
Part time workers 31%

21. Insurance Products Held & Incidence of Shopping Around for Quotes
(Base: All aged – 1,000)
Currently Held
Incidence of Shopping Around for Quote
Method of Shopping Around % %
Motor Insurance
Home Insurance
Health Insurance
Life Insurance
Telephone 47%
Online 40%
Broker 27%
Telephone 43%
Online 37%
Broker 30%
Telephone 45%
Online 45%
Broker 14%

22. Downgrade and Renewal of Policies
Have you Downgraded your Policy in the last 12 Months due to Cost?
Likelihood to Renew Health Insurance Policy at Renewal Date
(Base: All who currently have each insurance Policy)
(Base: All with health insurance - 482) % %
Motor Insurance
Home Insurance
Health Insurance
Don’t know
(Base: 736) No
(Base: 624)
Yes
(Base: 482)

23. Research Background and Methodology

24. A. Research Background and Methodology
Nov/Dec 2007
Aug 2008
Nov/Dec 2008
May/June 2009
Benchmark
Wave 1
Wave 2
Wave 3
Nov/Dec 2009
June 2010
Nov/December 2010
May/June 2011
Wave 4
Wave 5
Wave 6
Wave 7
Current Wave
The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of
To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class.
Interviewing was conducted over a four week period in May/June 2011. 24

25. B. Profile of Sample – I (Base: All aged 15-74 – 1,000)
MAIN GROCERY SHOPPER % % % %
15-24
Dublin
Male
ABC1
F50+
25-34
Yes No
Rest of Leinster
35-44
45-54
Munster
Female
C2DE
F50-
55+
Conn/
Ulster 25

26. B. Profile of Sample – II – Main Grocery Shoppers
(Base: All Mainly Responsible for Grocery Shopping in Home – 504) % % % %
15-24
(17)
( ) = Total Sample
Male
(49)
Dublin
(28)
25-34
(22)
ABC1
F50+
(48)
35-44
(19)
Rest of Leinster
(26)
45-54
(16)
Female
(51)
Munster
(28)
C2DE
F50-
(52)
55+
(26)
Conn/
Ulster
(18) 26

27. B. Profile of Sample – III – Internet Use
(Base: All aged – 1,000)
EVER PURCHASED ONLINE
BANKING
ONLINE
USE INTERNET
(Base: All Internet Users - 750)
(Base: All Internet Users - 750) No
(28%)
Yes No
Yes No
Yes
(30%)
(70%)
(48%)
(52%)
(72%)
% Yes
% Yes
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
() = figures from Nov/Dec 2010 27

28. B. Profile of Sample – IV – Social Media
(Base: All aged – 1,000)
Regular users of
Higher Amongst
Type of phone % %
Facebook
Twitter
Bebo
Linkedin
None of These
15-24’s (86%)
25-34’s (71%)
35-44’s (55%)
ABC1/F50+ (52%)
Have a ‘Smart phone’
15-24’s (25%)
Higher amongst:
15-24’s
25-34’s
Working full time
Students
15-24’s (18%)
55’s (90%)
45-54’s (71%) 28