Digital Consumer Optimism: Online Buyers and the Economic Outlook

February 2, 2011 by Experian Marketing Services

The economy is up – the economy is down, which one is it? 

Indicators on consumers’ expectations and spending confirm our economic uncertainty as we head into 2011.  Consumer spending, which accounts for roughly 70% of what our economy produces, looked strong for the fourth quarter of 2010.  A CNN/Money poll of 27 leading economists reports a 4% increase during the last quarter of the year, the largest increase since 2006.  A Gallup poll of consumers’ spending habits paints a darker picture for the New Year, reporting that daily spend was down significantly the first two weeks of January.

For marketing purposes, statistics about current spending are too old by the time they hit the business news page.  Consumers’ expectations about the economy are more relevant as they provide us with a view of their true short-term economic outlook.  As digital marketers, getting it right really depends on knowing the consumer.

At Experian Marketing Services, our goal is to deliver actionable data that is pertinent to your end consumer. To that end, this is a first in a series of posts from our 2011 Experian Marketing Services Digital Marketer report containing consumer trend information, predictive benchmark data, and analytical insight necessary for marketers to maximize digital opportunities. The report covers all key marketing channels, including email, digital advertising, mobile, search, online communities and social media. Please make sure to read our consumer insights as we roll them out over the next two months and get your own copy of the report here.