A report on the mood of the Irish consumer, from spending and savings, to the economy to their emotional wellbeing. Based on a survey of 1,000 adults on the Amárach Research monthly online omnibus.

1. 1Economic Recovery Index
Economic Recovery Index
An Amárach Research Briefing
June 2013
(including analysis by main bank; main supermarket; mobile network)
© Amárach Research

2. 2Economic Recovery Index
Summer Time
It must be the weather: after an especially dull
and gloomy winter the mood of the nation has
lifted significantly in our June ERI survey.
In fact, our ERI Index is back to levels last
seen in the summer of 2010.
Consumers are still cautious – they’re not
rushing out to spend or borrow and they’re still
saving – but it’s certainly a welcome
improvement after the volatility of recent
months.
We see it also in the levels of happiness and
enjoyment – hitting levels not seen in several
years: it might be ‘one swallow’ but we can still
enjoy the sunshine while it lasts…

3. 3Economic Recovery Index
The Emotional Recovery
We have been reporting our monthly
Economic Recovery Index since April 2009.
We set out four years ago to assess the
psychological impact of the recession and to
chart our ‘emotional progress’ towards
recovery alongside our ‘economic progress’.
This report summarises our Economic
Recovery Index results from April 2009 to
June 2013.
The most recent fieldwork was conducted
during 16th to 22nd June 2013 inclusive.
We have now added historical tables to the
report following requests from a number of
readers.

4. 4Economic Recovery Index
Using the answers to the question on ‘stages of recovery’ we have created the Economic
Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak).
Our ERI index in June 2013 jumped to 24.5 – it’s highest since July 2010:
The Economic Recovery Index
Source: Amárach Research, June 2013
0
5
10
15
20
25
30
Apr'09
Jun
July
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May
June

5. 5Economic Recovery Index
A Matter of Measurement
May’13: 44% June ’13: 37%
May ’13: 29% June ’13: 32%
May ’13: 24% June ’13: 27%
May ’13: 2% June ’13: 4%
May ’13: 1% June ’13: 0%
Every month we survey a representative, online sample of 1,000 adults and ask them to tell us
which one statement ‘best describes the economic situation in Ireland right now’ (listed below)
The improvement we saw in May has continued straight through to June in our survey:

6. 6Economic Recovery Index
ERI Summary Tables I
Which one statement ‘best describes the economic situation in Ireland right now’?
% choosing each statement:
%
The economic
situation in
Ireland is
getting worse
The economic
situation is bad
but has
stabilized
The economic
situation is bad
but showing a
few signs of
improvement
The economic
situation is
getting better
and showing
clear signs of
improvement
The economic
situation is
good and
almost fully
recovered
Economic
Recovery
Index
Jun-09 52 27 19 2 0 17.8
Jun-10 33 36 27 3 1 25.3
Jun-11 46 28 23 2 1 20.4
Jun-12 50 29 20 1 0 18.2
May-13 44 29 24 2 1 21.3
Jun-13 37 32 27 4 0 24.5

7. 7Economic Recovery Index
ERI Summary Tables II
% agree strongly/slightly with selected statements:
%
Ireland will be
through the
worst of the
recession in
12 months
time
I feel I am
financially
comfortable
enough to
make it
through the
recession
I am optimistic
in spite of the
current
economic
situation
Right now it
seems like the
recession is
affecting other
people more
than it is
affecting me
Jun-09 44 51 65 61
Jun-10 42 45 54 50
Jun-11 23 34 47 44
Jun-12 25 36 43 45
May-13 25 39 45 46
Jun-13 33 40 48 46

8. 8Economic Recovery Index
ERI Summary Tables III
% agree strongly/slightly with selected statements:
%
I am more
relaxed about
spending
money than I
was a few
months ago
I am saving a
lot more than
before
because of the
recession
My main
financial
priority is to
pay off my
debts as
quickly as
possible
I would be
happy to
borrow money
from a bank if I
need to
Jun-09 16
Jun-10 22 24 61 30
Jun-11 14 25 59 23
Jun-12 15 25 55 23
May-13 18 24 56 24
Jun-13 21 28 54 23

9. 9Economic Recovery Index
Bank Borrowers I
% of Irish adults who agree/disagree with the statement (by sex, age, and age of children):
“I would be happy to borrow money from the bank if I needed to”
Source: Amárach Research, June 2013
June 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+
Child’n
under 6
Child’n
6-17
Child’n
17+
Weighted Sample 1001 494 507 174 225 176 157 269 180 219 334
Strongly Agree 7% 9% 5% 5% 10% 7% 6% 6% 9% 8% 7%
Slightly Agree 16% 19% 14% 16% 23% 20% 11% 12% 23% 17% 10%
Neither/Nor 12% 14% 11% 17% 12% 10% 10% 11% 13% 11% 12%
Slightly Disagree 23% 23% 24% 32% 20% 28% 18% 21% 21% 21% 20%
Strongly Disagree 38% 33% 43% 27% 29% 33% 53% 46% 32% 39% 49%

10. 10Economic Recovery Index
Bank Borrowers II
% of Irish adults who agree/disagree with the statement (by main bank/supermarket/mobile):
“I would be happy to borrow money from the bank if I needed to”
Source: Amárach Research, June 2013
June 2013 TOTAL AIB BOI PTSB
Ulster
Bank
Tesco
Dunne
Stores
Aldi Lidl O2 Vodafone
Weighted Sample 1001 342 301 158 124 339 159 215 132 220 370
Strongly Agree 7% 7% 9% 5% 6% 8% 6% 9% 5% 6% 6%
Slightly Agree 16% 16% 16% 18% 20% 21% 17% 11% 14% 17% 15%
Neither/Nor 12% 14% 10% 5% 18% 13% 9% 8% 14% 13% 12%
Slightly Disagree 23% 27% 22% 23% 21% 19% 22% 27% 24% 19% 24%
Strongly Disagree 38% 32% 40% 46% 32% 36% 44% 40% 36% 40% 39%

11. 11Economic Recovery Index
NEW: Buy Irish I
% of Irish adults who agree/disagree with the statement:
“I always buy Irish when I can”
Source: Amárach Research, June 2013
June 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+
Child’n
under 6
Child’n
6-17
Child’n
17+
Weighted Sample 1001 494 507 174 225 176 157 269 180 219 334
Strongly Agree 23% 24% 22% 16% 24% 21% 21% 29% 22% 19% 26%
Slightly Agree 28% 25% 31% 31% 24% 28% 25% 32% 28% 28% 29%
Neither/Nor 22% 23% 22% 27% 22% 21% 26% 18% 23% 25% 22%
Slightly Disagree 14% 15% 13% 13% 16% 18% 13% 10% 14% 15% 12%
Strongly Disagree 8% 9% 7% 8% 9% 7% 11% 6% 7% 9% 8%

12. 12Economic Recovery Index
NEW: Buy Irish II
% of Irish adults who agree/disagree with the statement (by main bank/supermarket/mobile):
“I always buy Irish when I can”
Source: Amárach Research, June 2013
June 2013 TOTAL AIB BOI PTSB
Ulster
Bank
Tesco
Dunne
Stores
Aldi Lidl O2 Vodafone
Weighted Sample 1001 342 301 158 124 339 159 215 132 220 370
Strongly Agree 19% 24% 28% 26% 21% 30% 25% 18% 24% 22% 19%
Slightly Agree 28% 31% 27% 27% 28% 23% 25% 30% 29% 31% 28%
Neither/Nor 23% 22% 22% 22% 24% 23% 22% 24% 21% 23% 23%
Slightly Disagree 16% 10% 14% 13% 14% 14% 15% 14% 14% 11% 16%
Strongly Disagree 8% 8% 6% 10% 8% 7% 8% 10% 9% 7% 8%

13. 13Economic Recovery Index
The Mood of the Nation 1
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to June 2013
Source: Amárach Research, June 2013
0%
10%
20%
30%
40%
50%
60%
70%
Apr'09
Jun
Aug
Oct
Dec
Feb
Apr'10
June
Aug
Oct
Dec
Feb
Apr'11
June
Aug
Oct
Dec
Feb
Apr'12
June
Aug
Oct
Dec
Feb
Apr
June
Enjoyment Happiness Stress Worry

14. 14Economic Recovery Index
The Mood of the Nation 2
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to June 2013
Source: Amárach Research, June 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
Apr'09
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May
June
Anxiety Sadness Pain Anger

15. 15Economic Recovery Index
Emotions Summary Table
% Enjoyment
Happ-
iness
Stress Worry Anxiety Sadness Pain Anger
Jun-09 58 52 48 42 32 17 20 17
Jun-10 55 53 41 33 29 15 22 16
Jun-11 56 51 40 36 26 17 19 12
Jun-12 58 52 39 35 27 19 22 15
May-13 52 52 44 41 34 22 25 18
Jun-13 60 55 39 37 30 19 28 17
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes:

16. 16Economic Recovery Index
Changing Moods I
Source: Amárach Research, June 2013
June 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+
Child’n
under 6
Child’n
6-17
Child’n
17+
Weighted Sample 1001 494 507 174 225 176 157 269 180 219 334
Enjoyment 60% 63% 57% 60% 52% 61% 54% 68% 49% 52% 63%
Happiness 55% 54% 57% 67% 59% 54% 43% 53% 56% 53% 53%
Stress 39% 37% 41% 41% 47% 44% 38% 29% 50% 48% 34%
Worry 37% 32% 41% 41% 43% 36% 41% 26% 45% 41% 31%
Anxiety 30% 27% 32% 30% 34% 34% 31% 22% 39% 39% 26%
Boredom 29% 30% 29% 52% 36% 28% 21% 14% 28% 25% 19%
Physical Pain 28% 31% 25% 21% 29% 23% 29% 33% 29% 32% 31%
Sadness 19% 17% 21% 26% 24% 21% 15% 12% 24% 24% 14%
Anger 17% 18% 15% 24% 22% 20% 11% 9% 25% 21% 10%
Fear 9% 9% 10% 10% 14% 7% 10% 5% 12% 13% 7%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: June 2013

17. 17Economic Recovery Index
Changing Moods II
Source: Amárach Research, June 2013
June 2013 TOTAL AIB BOI PTSB
Ulster
Bank
Tesco
Dunne
Stores
Aldi Lidl O2 Vodafone
Weighted Sample 1001 342 301 158 124 339 159 215 132 220 370
Enjoyment 60% 60% 60% 61% 58% 62% 62% 56% 59% 59% 60%
Happiness 55% 55% 56% 50% 64% 57% 58% 53% 56% 56% 54%
Stress 39% 36% 41% 43% 44% 40% 37% 42% 33% 37% 39%
Worry 37% 35% 37% 38% 40% 35% 38% 39% 39% 37% 35%
Anxiety 30% 28% 27% 35% 35% 32% 26% 30% 33% 29% 30%
Boredom 29% 31% 28% 29% 34% 32% 32% 28% 25% 26% 26%
Physical Pain 28% 27% 24% 31% 31% 27% 29% 30% 30% 25% 27%
Sadness 19% 19% 17% 17% 22% 19% 15% 26% 18% 19% 17%
Anger 17% 16% 15% 18% 19% 19% 14% 21% 14% 17% 15%
Fear 9% 9% 8% 10% 10% 9% 9% 10% 11% 10% 8%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: June 2013 (by main bank/supermarket/mobile)

18. 18Economic Recovery Index
ERI Resources
We have created a dedicated resource
on the Amárach website for those
interested in exploring our Economic
Recovery Index further.
It includes links to previous issues as
well as to a spreadsheet containing
monthly values for all the component
parts of the ERI – and more besides –
going right back to April 2009.
There is also a link to a special data
visualisation facility we have created in
partnership with Delphi Analytics.

19. Drivers & Drinking
About Amárach
Amárach Research is an independent market
research agency, providing a full range of
research services to our Irish and international
clients. Amárach specialises in turning
information into insight; and insight into foresight.
Amárach’s experienced team of 30 directors and
executives manage online, face-to-face and cati
surveys (through our call centre); as well as
qualitative research including focus groups, in-
depths and ethnographic studies. We also
delivers a world class field-only service to
universities and international agencies.
Over nearly 25 years, Amárach has pioneered
innovative research techniques and reported on
Irish social, lifestyle and tech trends since the
1980s. Amárach invests heavily in understanding
current Irish consumer and business trends, and
shares numerous, free reports and presentations
via our blog and slideshare sites, linked via our
main website: www.amarach.com

20. Trends Report
Call us on 01 410 5200 if you want your business to
bounce forward to success:
Mark Nolan Managing Director
or Michael McLoughlin Chief Executive
or Gerard O’Neill Chairman
for a confidential discussion about your needs and to
explore how we can help you succeed through world
class market research.
e. gerard.oneill@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch