ECONOMY
Confidence remains flat from last quarter when asked about chances for a strong economy during the next 6 months (Q3 09 61.3%, Q4 09 61.5%) and is up almost 15 points since Q4 08 (46.9%).

Focus on needs over wants has decreased year-over-year (44.6% Q4 09 vs. 46.3% Q4 08) and quarter-over-quarter (44.6% Q4 09 vs. 45.6% Q3 09). Consumers 18-54 that say they are becoming more practical/realistic in purchases remains flat year-over-year (60.7% Q4 09 vs. 60.8% Q4 08).

PERSONAL/FINANCIAL
Year-over-year employment outlook has improved dramatically with 3 in 10 (29.7%) 18-54 year olds expecting more layoffs in the next 6 months compared to the 66.1% who were expecting more layoffs last year.

Consumers who would definitely invest/probably invest in the Chinese Stock Market is flat from last quarter (Q3 2009 65.0%, Q4 2009 65.9%) but on the rise 19.4 points since Q4 08 (46.5%).

Chinese consumers 18-54 say due to fluctuating gas prices, 31.4% will be driving less. Up 6.6 points since last years reading (Q4 08) of 24.8%. Consumers are maintaining their coping methods in dealing with fluctuating gas prices.

Consumers personal financial situation appears to be improving as the number of people who say they are better off is on the rise both quarter-over-quarter (31.1% Q4 09 vs. 25.7% Q3 09) and year-over-year (31.1% Q4 09 vs. 27.1% Q4 08). The U.S. adult consumer 18-54 provides a sharp contrast to their Chinese counterparts in this view, only 13.4% see themselves as better off. 

Year-over-year more 18-54 year old consumers agree/strongly agree that they are saving enough to meet their future needs, rising to 19.8% Q4 09 vs. 16.3% in Q4 08.

Quarter-over-quarter consumers 18-54 are planning to save more than they did last year (35.3% Q4 09 vs. 34.0% Q3 09) although year-over-year decreased (35.3% Q4 09 vs. 37.3% Q4 08).

Year-over-year has seen a hefty increase of consumers planning to buy a car in the next 6 months (27.7% Q4 09 vs. 17.8% Q4 08).

The card used most often for personal expenditures is Visa (35.2%), followed by bank debit card (33.5%) and Master Card (8.3%); 14.3% do not have a credit card. The top three categories that Chinese consumers use a credit card for payment are: Electronics/Furniture (47.4%), Clothing (40.7%) and Health & Beauty Aids (35.1%).

RETAIL
Carrefour (16.4%) remains #1 for where Chinese consumers 18-54 shop most often for groceries. Rounding out the top 3 are Walmart (13.3%) and DaRunFa (6.9%) in Q4 09. Compared to Q3 09 Carrefour (16.6% Q3 09), Walmart (13.5% Q3 09) and DaRunFa (7.2% Q3 09) remain in the top 3 spots.

Parkson takes the lead where consumers shop most often for Apparel/Clothing despite the year-over-year decrease (8.2% Q4 09 vs. 10.4% Q4 08). Rounding out the top 3 in Q4 09 were New World (5.5%) and HuaLian (4.4%). 

In Q4 09, Guomei (35.6%) maintains the lead for where consumers shop most often for Electronics with Suning second (20.7%) among consumers choosing that retailer most often.

FUTURE PURCHASES
In Q4 2009 purchase intentions for several big dollar durables improve from a year ago. Computer, furniture, home appliances, house, major home improvement or repair, stereo equipment, TV and DVD/VCR and are among the categories showing improvement, intent to purchase remains flat for jewelry/watch, digital camera and vacation travel.