SOURCE: WorkPlace Media

WorkPlace Media

February 04, 2010 05:00 ET

Employed Americans Have Higher Confidence in Economy but Are Protecting Job Security in Cough, Cold, and Flu Season

Continued Focus on Needs Versus Wants Bids Well for Over-the-Counter Cough, Cold & Flu Products

CLEVELAND, OH--(Marketwire - February 4, 2010) - According to a review of BIGresearch's January 2010 Consumer Intentions and Actions Survey by WorkPlace Media, a marketing solutions firm that monitors the spending behavior of the country's workforce, employed Americans are feeling more confident about the economy than the general population, yet they remain practical by focusing more on needs versus wants.

                                                             General
January 2010                                    Employed   Population
                                              -----------  -----------
Confident/very confident in the economy              33.5%        30.0%
                                              -----------  -----------
Focus more on needs versus wants                     63.3%        60.2%
                                              -----------  -----------

Source:  BIGresearch, CIA, January 2010

This higher economic outlook among those who head off to work every morning is most likely due, in part, to their consistent income. And their higher focus on needs versus wants, coupled with their need to keep their job, could be the reason employed Americans are spending money more frequently on OTC cough, cold and flu medications as reported in December's data. In fact, when compared to the general population, employed consumers purchased OTC cough medication 28% more often on a weekly basis (20% for cold and flu medication).

Employed Americans purchase OTC Cough,
Cold & Flu medicine more frequently
(compared to general population)


          Cough Medicine
              Adult            Index
                               -----
Once a week                      128
                               -----
2-3 times per month              104
                               -----
Once per month                   109
                               -----
Every other month                111
                               -----
Other                            101
                               -----
Never                             89
                               -----
      Cold & Flu Medicine
             Adult             Index
                               -----
Once a week                      120
                               -----
2-3 times per month              114
                               -----
Once per month                   114
                               -----
Every other month                112
                               -----
Other                            101
                               -----
Never                             86
                               -----

Source:  BIGresearch, CIA, December 2009

"Employed Americans have always depended on their ability to remain on the go, even during the cough, cold and flu season," said Stephanie Molnar, CEO of WorkPlace Media. "As a result, the workplace has become a target for concern about the spread of illness during the winter months. This is why we've seen an increase in the number of drug manufacturers, pharmacies, and retailers approaching us to drive brand awareness and retail activation by getting their advertising messages to employers and their employees right where they work."

For more information and complimentary research, visit www.workplacemedia.com and click on "Complimentary Research."

About WorkPlace Media:

As the leading expert on the American workplace, WorkPlace Media works with its proprietary permission-based network of over 920,000 U.S. companies to deliver advertising messages directly into the hands of over 64 million employed Americans. Additionally, the company conducts ongoing research into the attitudes and purchase behavior of this valuable, largely untapped consumer channel through regular polls and surveys. (www.workplacemedia.com)

About BIGresearch:

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 8,000+ respondents. More information is available at http://www.bigresearch.com

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