ICM Poll: The World Cup and retailing

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In an exclusive poll for Retail Week, ICM Research interviewed a random selection of 2,039 adults aged 18 and over between June and 16, 2010 about the World Cup.

Have you shopped (for food, clothes, etc) more or less during the World Cup 2010?
A lot more		1%
A little more		5%
The same amount		87%
A little less		4%
A lot less		3%
Almost nine in 10 (87%) of all respondents said the World Cup had not affected the amount they shop. Fewer than one in 10 (7%) said they actually shopped for food and clothes less during the World Cup, while 5% of respondents said they had shopped more. Interestingly, 18- to 24-year-olds were also the age group that was most likely to be shopping less during the World Cup (16%), while only 4% of those 65 and over were shopping less. Men were also shopping less than women for clothes, food, etc, (11% of men compared with 4% women).
Have you bought more or less party food (for snacks, barbecue food, crisps, etc) during the World Cup?
A lot more		2%
A little more		11%
The same amount		81%
A little less		2%
A lot less		4%
More than one in 10 (13%) said they had bought more party food than usual as a result of the World Cup. Eight in 10 (81%) respondents said they had bought the same amount, while 6% said they had actually bought less. A third (32%) of 18- to 24-year-olds said they had shopped more for party food, compared with only 3% of those aged 65 and over. Similarly, men were more likely to have shopped more for party food than women (14% compared with 11%). Regionally, 17% of those respondents in the West Midlands were likely to have bought more party food – more than any other region.
Have you bought any World Cup 2010 official merchandise?
Yes		2%
No		98%
Description goes here
Did you buy a new TV in order to watch the World Cup 2010?
Yes		2%
No		98%
Just 2% of people prepared for the World Cup by buying a new TV. 18- to 24-year-olds and 25- to 34-year-olds were the age groups most likely to have done so (4%). People in the northeast were most likely to have bought a new TV (4%), whereas no one from the survey in Wales had bought a TV for the event. The vast majority (98%), said they did not buy a TV specifically for the World Cup.

Methodology

Methodology: ICM Research interviewed a random selection of 2,039 adults aged 18 and over between June 17 and 20, 2010. Interviews were conducted online and the results have been weighted to be nationally representative of the profile of all adults.