Reliable Data in this Gallup Consumer Survey

Marketers looking for reliable consumer spending insights should turn to this recent Gallup survey that polled more than 1,000 U.S. adults by phone. Gallup has typically offered statistically sound survey data that is based on a traditional telephone methodology and this latest offering is no different. The firm claims to have weighted the data to correct for unequal selection probability, including non-response and double coverage of landline/cellphone users across two sampling frames. It has also weighted to match many useful national demographics, such as age, gender and race.

Findings projected to represent the U.S. gen pop include:

• Slightly less than half of all Americans (45%) report spending more than they did a year ago, while 18% report spending less
• Roughly one-third of Americans report spending less on discretionary items such as travel (38%), dining out (38%), leisure activities (31%), consumer electronics (31%), and clothing (30%). 
• More than half of Americans say they are spending about the same for rent or mortgage, household goods, telephone, automobile expenses other than fuel, personal care products, and the Internet

Some mainstream media accounts of the data fail to report the weighting schema, suggesting that these findings cannot be held to represent U.S. population trends. 

The Data Dump recommends asking Gallup for the full set of data and running some basic frequencies on the demographics important to your next marketing campaign that targets consumers with discretionary income for basic leisure activities, such as travel and dining out.