The British spend their available income more than they were a year ago, as 38 % of consumers reached an increase in non -basic spending, according to a new study at the country level conducted by Power Media in the open air.
Despite the constant costs of living, the research indicates that the consumer’s confidence in recovery. the Report of the masses in focusWhich included a 2000-respondent survey in the United Kingdom, that more than a third of people (36 %) mastered their budgets, and they remedy themselves repeatedly-with an increase of 20 % on an annual basis.
Travel topped the purchasing list, with one in three (33 %) they say they spent a large part of their available income in holidays and breaks. Other common categories included clothes (26 %), home improvements (25 %), entertainment (23 %), and hobbies (20 %).
Agency spending has revealed sharp differences. Gen Z preferred snacks (32 %) and entertainment (26 %), while the millennial generation gave the priority of clothing (37 %) and travel (30 %). For those aged 35 years and over, travel has been constantly at the highest level – as preference increased with age.
Regional transformations also challenged long -term assumptions about consumer concentration in big cities. Abeestoyeth, Glasgow, London, Manchester, Sunderland, Newcastle, Birmingham, Chilsford, Belfast and Portmouth all appeared in the first ten sites to increase on an annual basis in the available income spending.
Ben Hop, director of marketing in Power Media in the open air, said the data exposed a common legend. He said: “It is a common belief that only major cities have the capabilities of the consumer. Our insight’s challenges are this theory.” “All over the United Kingdom, there are consumers who have strongly touched tunnels, in big and small cities. This report helps brands to better understand these fans through the most intelligent advertisement and targeting more than home.”
Emotional drivers behind spending were another major axis of research. More than a third (32 %) of the participants pointed out the improvement of mood as a cause of spending, followed by a close new experiments (31 %), self -improvement (23 %), and social communication (19 %).
It is worth noting that the motives differ according to age. The mood strengthening was particularly prevalent among children between the ages of 45 and 54 years (41 %) and 18-24 years (32 %). Meanwhile, self -improvement has emerged as a major worker for children from 25 to 34 years old, determined by 45 % of the main cause of spending.
When it comes to those who benefit from this estimated spending, 29 % of people say they spend it primarily on themselves, 28 % on their children, and 19 % on their partner. The data also revealed that the higher the per capita income, the higher the possibility of spending on their children.
Social media and entertainment remained strong spending categories, especially among younger groups. One in five (19 %) of Gen Z’s respondents said they are spending an income available to watch movies, while 9 % admitted his use of dating.
It has been shown that the millennial generation is the most social activity, with 5 % said they are going out every day – more than twice the number 2 % reported by Gen Z.
Spending patterns also tend towards experimental categories, with grocery shopping (69 %), travel (31 %), eating abroad (29 %), good time with family (26 %) and clothes shopping (18 %) tops the list of how consumers allocate their wider income.
Hop concluded that “the results we have reached strengthening the available opportunities and unveiling the markets that are not exploited for brands. By understanding where and why people spend, advertisers can better design their messages and increase their return on investing abroad.”
This report is the first major vision for the Bauer Media Outdoor consumers since the Clear Channel UK earlier this year.
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