Throughout the past year, consumer confidence has largely been measured and addressed as a whole. But according to marketing and media researcher Nielsen, consumers will not all respond in the same manner to current economic conditions.

The study created consumer groups based on how and by how much they save money:

• Recession Indifferent consumers are barely, if at all changing their spending habits.
• Recession Insensitive consumers will cut spending on luxuries like entertainment and eating out, as they find themselves slight affected by the economy.
• Switch to Private Label consumers generally buy generic brands or store labels. Nielsen characterizes them as “young, bustling families” earning up to $35,000.
• Stock Up and Save consumers, on the other hand, are probably coming from older households earning $50,000 or more. While they remain loyal to their favorite brands, they will also let coupons and sales determine what they replenish.
• Light Coupons and Sales consumers are typically coming from older, smaller households.
• Switch Stores for Best Deal consumers do not mind store-hopping for the better bargain.
• Brand Disloyal/Promo Sensitive consumers are mainly drawn to sales and generic brands. They likely come from households earning between $35,000 and $50,000.
• Panic Stricken consumers have greatly reduced their living expenses – in any way they can – to save money.

Once the study cross-examined these consumer groups some of their media consumption habits, all to lead to some interesting comparisons. When Recession Indifferent and Recession Insensitive consumers are online, they are most likely viewing search engine, community-based, and news and information Web sites.

But while their Internet browsing habits are similar, these two “least recession-impacted” consumer groups are watching very different television shows. Recession Indifferent consumers watch more sports and news programming, while Recession Insensitive will probably tune in to comedy and quiz game shows.

As also measured by Nielsen, the heaviest Internet users are those searching for bargains – the Switch Stores for Best Deals, Stock Up and Save, and Recession Indifferent consumers.

For more information, view Nielsen’s report, “Reaching the Recession-Proof Consumer.”

Including back-to-college sales, back-to-school spending makes up the second largest retail season of the year. Nielsen predicted, then confirmed through findings that this past season was “shorter but more intense.” Consumers had waited for more aggressive sales and promotions to appear as the first day of school drew near.

In anticipation of a slower season, retailers cut back-to-school inventories in anticipation of a slower season, according to The New York Times . But consumers also cut their spending, resulting in double-digit sales declines and more fall merchandise left on their shelves.

Sales of digital cameras, MP3 players, desktops and printers all went down during the back-to-school season, according to CNET News . But expected declines in notebook sales and the introduction of new product categories make the holiday season difficult to compare to the months before.

In efforts to cope, retailers have been offering more bargains to move inventory throughout the next two months – resulting in a more drawn-out holiday season than they usually have to bear.

“While low inventory levels may enable retailers to avoid ‘fire sales,’ consumers are looking for deals and value,” said Stacy Janiak, Deloitte ’s U.S. retail expert.

Considering such expectations, discounters fared well during the back-to-school season, and are predicted to be consumers’ primary destination for holiday shopping. After Deloitte found that more consumers will shop at dollar stores for their back-to-school needs, the National Retail Federation found that about 70 percent of consumers planned to shop at discount stores this holiday season.

After offering school supplies for as little as 5 cents each – then seeing growth in September and October – Wal-Mart will continue week-to week savings and Rollback sales throughout the holiday season. It hopes to save consumers an additional $200 million the holiday season, as it predicts low single-digit comparable sales growth going into 2009.

In the meantime, retailers are still advised to promote their deals and values.

“Retailers will likely not be penalized for their lean staffing levels since consumers are focused on value rather than on other factors,” Janiak said. “As we saw in the back-to-school season, price-oriented retailers have an edge in this environment.”