Citi Economic Pulse Survey: Californians Enjoy a Shift in Financial Mindset;
More than Half Comfortable with Personal Savings and Debt Levels
Consumer Confidence Grows and Residents are More Willing to Spend for Future
SAN FRANCISCO -- December 13, 2012
Wrapping up 2012 and looking to the New Year, residents of the Golden State
are feeling better about their personal finances and the state economy,
according to the latest Citi Economic Pulse survey.
According to the survey, which focuses on California consumer sentiment in the
current and future economic environment, 66 percent of Californians are
optimistic that their personal financial situation will be better off in the
coming year. This includes a record high of 21 percent saying they are very
optimistic that their finances will improve.
“It is encouraging to see that Californians have positive expectations for
both their own financial situation and the state economy,” said Rebecca
Macieira-Kaufmann, President of Citibank California. “We have seen
historically that as residents feel improvement in the economy, they begin to
feel more confident about spending. This, in turn, could mean positive
movement for the California economy.”
More than half of respondents (56 percent) expect the state economy to improve
in 2013. Of that, 10 percent believe that business conditions in California
will be much better in the coming year, the highest point measured since the
question was first asked in this survey series in September of 2009.
Savings and Spending
The survey shows that Californians are feeling confident about their personal
finances, with nearly half (49 percent) saying they are somewhat to very
comfortable with their current level of savings and 40 percent meeting their
month-to-month savings goal. Sixty-one percent are somewhat to very
comfortable with their current level of debt (i.e. mortgage or loans). In
terms of spending, 35 percent said they spent more money in 2012 than in 2011,
and 35 percent said their spending was the same year-over-year.
With this positive shift, consumers are more willing to spend, especially
around the holidays. According to the survey:
*Fifty-seven percent of Californians say they can at least spend on what
they need with the occasional splurge. This includes twelve percent saying
they are fortunate enough to spend money for whatever they want.
*Thirty-five percent of respondents are usually willing to spend on an item
they know they will need in the future when it is found for a good price.
*Education is a major driver for purchases, as 53 percent of respondents
will usually make a purchase if a family member needs something for
*Given a choice between something that is higher quality, well-made and
likely to last a long time or something that costs less, more than twice
as many (67 percent) say they will spend for the higher quality product
than the less expensive product (28 percent).
*Forty-nine percent plan to spend about the same on holiday gifts as last
The latest survey again found significant differences between Southern and
Northern California, particularly in the San Francisco Area, where residents
are much more confident than the rest of the state.
*Seventy-nine percent of San Francisco residents believe their financial
situations are the same or better off now than a year ago, compared to 74
percent in Los Angeles.
*Seventy-one percent of San Francisco residents believe their financial
situation will be better in 12 months, compared to 66 percent in Los
*San Francisco residents are the most positive about potential employment
in their area, with 25 percent saying their opportunities are excellent or
good, compared to 14 percent of Los Angeles residents who express the same
*Fifty-five percent of San Francisco residents are somewhat to very
comfortable with their current level of savings, compared to 49 percent in
*San Francisco residents are more likely to find the occasional splurge
affordable (49 percent) than Los Angeles residents (43 percent).
*Fifty-five percent of San Francisco residents plan to spend about the same
on holiday gifts as last year, compared to 46 percent in Los Angeles.
Citi Economic Pulse in California
The Citi Economic Pulse in California rose 6 points since the same period last
year. Statewide the Pulse sits at negative 10 -- up from negative 16 in
Among the key findings:
*16 percent of Californians rate the current economy as excellent or good,
a five-point increase from the 11 percent who said the same one year ago.
*70 percent of unemployed Californians are optimistic that their own future
will improve, saying they think things will get better in 2013.
*Almost half (47 percent) of retirees say they are optimistic that their
own situation will improve.
*Despite the pay gap, Californians are in agreement, as 66 percent of those
making less than $30,000 annually and the same proportion of those making
more than $100,000 express optimism that their own situation will improve
in the coming year.
When asked about New Year’s financial resolutions, Californians have plans
that include: saving more money (24 percent), earning more money (19 percent),
and having less debt (15 percent).
“These results show that Californians are turning a corner and moving
forward,” said Macieira-Kaufmann. “It’s encouraging to see optimism on the
About the Survey
The Citi Economic pulse survey interviewed 1225 Californians from November
13^th to November 16^th, 2012. The statistical margin of sampling error is =
±2.80 percentage points for statewide results and is higher for subgroups and
specific regions of the state.
About the Citi Economic Pulse in California
The Citi Economic Pulse in California is calculated by subtracting negative
responses to each item from the positive responses for all 8 index items. The
Index scale can range from +100 (if every respondent gave positive response to
each of the 8 questions) to -100 (if all respondents expressed consistently
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Catherine Pulley, 415-658-4335
Nicole Schoenberg, 212-453-2445
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