As consumers continue pinching pennies, marketers have likely adopted the phrase “pent-up demand” as a wishful mantra. But are people really waiting eagerly to make big purchases they’ve been postponing due to the tough economy? An AdweekMedia/Harris Poll, conducted last month, gives cause for skepticism.
As the chart shows, just over one in 10 respondents are waiting to make “more than a few” such purchases.
The poll’s 55-and-older cohort had the highest proportion (59 percent) saying they haven’t been waiting for an improved economy to give them an all-clear to buy big items.
Forty-six percent of the 18-34-year-olds and 45-54s put themselves in that category, as did 50 percent of the 35-44s.