• by Jack Loechner , Staff Writer, August 31, 2009

The results of a new AdweekMedia/The Harris Poll show that 79% of American adults say they have made cuts over the past year in their personal spending due to the economy. 32% have made a lot of cuts while 47% have made some cuts. 21% of Americans have not made any cuts in their personal spending due to the economy.

American Consumers Cutting Personal Spending in Past Year (% of All US Adults)
	Total	Age				Income
		18-34	35-44	45-54	55+	Less than $35k	$35k- $49.9k	$50k- $74.9k	$75k+
Made Cuts (Net)	79%	76	81	86	76	82	89	78	79
Made a lot of cuts	32	31	36	40	25	38	34	36	26
Made some cuts	47	45	45	46	51	45	55	43	52
Did not make any cuts	21	24	19	14	24	18	11	22	21
Source: The Harris Poll, July 2009

76% of those who have made spending cuts have still not increased their spending, but 24% of those who made spending cuts have increased their spending. 4% have increased spending to what it was, while 21% have increased their spending, but to less than what it was. Younger people aged 18-34 are slightly more likely to have increased their spending, as are those aged 45-54, and who have household incomes of $75,000 or more.

Recent Spending Trend (% Of All U.S. Adults Who Made Spending Cuts)
	Total	Age				Income
		18-34	35-44	45-54	55+	Less than $35k	$35k- $49.9k	$50k- $74.9k	$75k+
Increased Spending (Net)	24%	29	16	28	22	20	24	26	28
Increased spending to what it was	4	8	1	1	2	2	1	2	6
Increased spending, but still less than what it was	21	20	15	27	20	18	23	23	22
No, have not increased spending yet	76	71	84	72	78	80	76	74	72
Source: The Harris Poll, July 2009

59% of Americans say they are more likely to buy a product if it is advertised as "Made in America". For over one-third of Americans (37%) citing something as "Made in America" in an ad will make them neither more nor less likely to buy it while just 3% say they are less likely to buy something advertised as "Made in America".

There is definitely an age difference in how this phrase spurs people's purchase intent, notes the report. Three-quarters of those aged 55 and older, two-thirds of those aged 45-54, and three in five of those aged 35-44 all say they are more likely to buy a product advertised as "Made in America".

Proclivity To Buy "Made in America" (% of All U.S. adults)
		Age
	Total	18-34	35-44	45-54	55+
More Likely To Buy It (Net)	59%	39	60	68	74
Much more likely to buy it	28	15	23	31	43
Somewhat more likely to buy it	31	25	36	36	31
Neither more nor less likely to buy it	37	57	38	29	24
Less Likely To Buy It (Net)	3	4	3	4	2
Somewhat less likely to buy it	2	3	2	2	-
Much less likely to buy it	2	1	1	2	2
Source: The Harris Poll, July 2009

While most economists are starting to say the economy is turning around or that the recession is coming to a close, consumers may not be of the same mind. One thing to watch is the way Americans start to spend money again, concludes the report.

For additional information, and to access the PDF file, please visit Harris Interactive here.