WinCentral.org

Winchester MA Consumer Survey Results

Since the summer of 2009, WinCentral has been gathering statistical consumer data through an online consumer survey. As of today over 150 Winchester residents responded and anonymously shared information about their spending habits. Here is a sampling of some of the most striking results. Please see category descriptions and other important comments at the bottom.*

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1. On average, and as a portion of their total monthly expenses, Winchester residents spend:  

• - 10% – 25% on Groceries
• - 10% – 25% on Dining Out
• - less than 10% on Entertainment
• - less than 10% on Investments  

2. 21% of Winchester residents spend “almost all” of their monthly expenses in the category Banking, which included mortgages, interest payments and fees.

3. Since the start of the recession in 2008, the majority of Winchester residents have reduced their spending on most categories. The majority is spending:

• - less than 10% on Entertainment
• - less than 10% on Investments
• - up to 25% less on Dining Out
• - around 10% less on Kids & Family related expenses
• - around 20% less in Entertainment
• - around 10% less in investments
• - around the same on Transportation

4. The recession has NOT dramatically changed the distance that Winchester residents travel to purchase products and services.

• - 45% buy Groceries, Health & Style, Home & Garden in Winchester
• - 45% buy the same categories in “one town over”
• - 31% purchase entertainment related goods and activities within a 30-minute drive car
• - 33% Dine Out within a 30-minute drive by car
• - 44% conduct their investment transactions online
• - 53% conduct their Banking within Winchester

5. For those products purchased outside of Winchester, the majority of Winchester residents does so because:

• - Groceries: prices too high (35%)
• - Dining Out: not enough selection (71%)
• - Investments: not enough selection (40%)
• - Entertainment: not enough selection (70%)
• - Kids & Family: not enough selection (70%)

6. Winchester residents would most likely buy more products and services in Winchester, if they could find this:

• - Groceries: special offers and deals (76%)
• - Dining Out: special deals and better knowledge about selection (58%)
• - Entertainment: special deals and better knowledge about selection (69%)

7. When asked if residents would shop more locally if they knew they could save a store from “going under,” these would do so:

• - 14% for Entertainment related products and services
• - 13% for Dining Out
• - 13% for Kids & Family
• - less than 5% for each of the other categories

8. 80% of respondents have an annual household income of $100,000 – $200,000

9. 75% of respondents have seen a drop in income of 1% – 25% over the past year

* The above data is a summary based on the data WinCentral has received from this survey. Some numbers have been rounded depending on the context. This summary is to provide a snapshot of the economical situation from a consumer perspective in Winchester. Sampling methods have not been statistically tested. WinCentral will continue to publish survey results as they become available. Go to WinCentral today for more detailed information on this survey. With specific questions or comments about this survey, please contact WinCentral.org Categories were described to survey participants as follows:

• - Kids & Family: Toys, Pre/After School, Camps, Sports
• - Transport: Public, Gasoline, Biking
• - Health & Style: Doctors, Salons, Pharmacy
• - Entertainment:Reading, Theatre, Concerts, Parties
• - Groceries:No additional description
• - Dining Out:No additional description
• - Home & Garden:DIY, contractors, small/large jobs
• - Banking:Interest Payments, Mortgage, Fees
• - Investments:No additional description