The True Value of Time and Money: Innovative Methodology Gauges American Attitudes Regarding Consumer and Lifestyle Choices

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Even with less time and money available to them, Americans would spend more of both with friends, family and God, TV and cell phones. Less popular are do-it-yourself activities and movie going, says an innovative new study from New York-based Left Right Research.

Even with less time and money available to them, Americans would spend more of both with friends, family and God, TV and cell phones. Less popular are do-it-yourself activities and movie going, says an innovative new study from New York-based Left Right Research.

The massive Media, Internet, Communications and Entertainment (MICE) Survey compiled responses from respondents who were asked a series of questions to determine how a significant decrease in time and/or money would affect their participation in many common activities. The sample was a national random sample of n=6,145 adult Americans that was stratified to represent six key geographic regions in order to look at both national and regional trends.

“This poll gives us clearer insight than previously available into how Americans value their time and money,” said Left Right chief executive officer Duffy Mich, “and a truer picture of what they feel is worth spending those commodities on.”

Left Right Research conducted its quarterly poll using survey data compiled with interviews of more than 6,000 Americans, a sampling that is 5 times larger than traditional market research methodologies. The surveys are scientifically designed to elicit responses that eliminate the inherent prejudices found in virtually all market studies.

“By eliminating biases common to most surveys, and significantly increasing the pool of respondents, we dramatically increase the validity of the results and offer our clients a much more reliable and actionable snapshot of consumer attitudes towards consumer goods and services made available through Media, Internet, Communications and Entertainment providers.”

The MICE Survey results identified a number of interesting trends. Social activities such as visiting with friends and family, sending email, and talking by phone were measured as strong favorites (69%, 58%, 81% and 71%, respectively), and religious participation was also a big winner, with 74% of those who had recently attended a religious service reporting they would continue to do so as much or more frequently.

One surprise, said Mich, was more than 50% would eliminate many common do-it-yourself activities that promote savings, such as shopping at home improvement stores or purchasing fitness equipment.

Cell phones aren’t simply accessories any more, but necessities, with two out of three respondents declaring they would not limit its use even if money was tight. However, while most cell phone activities scored as highly valuable, buying a ring tone did not.

Trips to the local multiplex were out, too. “That was unexpected,” said Mich. “During The Great Depression, movie attendance skyrocketed. A movie ticket may cost comparably more now, but for our respondents, it wasn’t simply a function of having less money. A strong majority reported that with less time, movie going became a low-value activity. A smart marketer would find a way to make it valuable again.”

For in-depth information on Left Right Research’s MICE Survey, and its other market research products, please visit http://www.leftrightresearch.com.

About Left Right Research LLC
Left Right Research offers an innovative web-based research methodology that gauges “top view” consumer attitudes and insights. By removing biases within its survey methodologies, Left Right provides more accurate and much clearer insights into consumer thinking, resulting in powerful value for its clients. Learn more about Left Right Research at http://www.leftrightresearch.com.

Contact: Glenn Goldberg
Parallel Communications Group
516-705-6116

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Glenn Goldberg

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