Field Marketing Firm PerDM reveals customer acquisitions rates for Quarter 1 of 2013 have improved, signalling that consumer confidence is likely to rise in the coming months.
Results from GFK’s Consumer Confidence Barometer reveal confidence levels remained the same for the third month running. PerDM research shows that consumers are beginning to spend more, have become more inquisitive and feel more financially secure than they did 12 months ago.
Nick Moon, Managing Director of Social Research at GfK, comments:
“Whilst a third month with the Index unchanged may not see like cause for rejoicing, it does now begin to seem that the British public’s mood has climbed slightly out of the very deep trough it was in for almost all of 2012, and what we are seeing now looks more like the new normal than a temporary boost.
The Index is still extremely low in historical terms but even a small rise, when sustained as this one has been, should be considered good news.”
GfK have been conducting the Consumer Confidence Barometer in the UK since June 1995. The survey is carried out on a monthly basis on behalf of the European Commission, who sponsors the same research in all European Union member countries. PerDM explain the main aim of this research is to monitor the general public's confidence in the British economy. The survey tracks changes in personal finance, general economic situation, inflation, unemployment, current purchasing climate, consumer spending and saving each month. Quarterly research tracks car purchasing, home purchasing and home improvements.
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Ian Attwood, Director at PerDM comments ‘Consumer confidence is an important economic indicator which much be measured regularly. Particularly within marketing and sales it is paramount we understand the degree of optimism that consumers feel about the overall state of the economy and their personal financial situation. By understanding how confident people feel about the stability of their incomes which in turn affects their spending activity, we are able to develop field marketing campaigns which are tailored to those factors’.
PerDM credit their growth throughout the economic downturn to understanding consumers and personalising their marketing strategies. ‘Our business strategies are driven by consumers’ says Ian Attwood of PerDM. ‘Based on the buying behaviour we have recorded last quarter I believe we will see GfK’s Consumer Confidence Barometer show a slight increase by the close of next quarter’.