MOST ADULTS SAY STARBUCKS COFFEE IS OVERPRICED

Most Adults Say Starbucks is Overpriced
Monday, August 11, 2008

Seventy-three percent (73%) of adults say Starbucks Coffee is overpriced. The latest Rasmussen Reports national telephone survey finds that just 6% disagree.

In July, the coffee chain behemoth announced it will be closing 600 of its stores nationwide in 2009, 11 of which are located in New York City. Though there seems to be a store on nearly every street corner in major cities, 76% of adults say they visit rarely or never. While 14% of adults say they go occasionally, just 8% report going at least once a week.

In addition to the coffee, Starbucks stores are often known as places people go to socialize or surf the internet, as most stores offer free Wi-Fi service to customers. While one in five people (20%) who go to Starbucks say they usually stay for a while, most (66%) order their coffee and food to go. Men over 40 are more likely to spend some time in the shops than men under 40, while women over 40 are more likely to take their coffee to go than women under 40.

Not surprisingly, most adults (80%) go to Starbucks for the coffee, while 5% go for the food and 8% stay for the free wireless internet. While nearly all men over 40 (90%) say they go for the coffee, just half (51%) of men under 40 say the same. Meanwhile, 37% of men under 40 say they go primarily for the wireless internet. Most women of all ages say they go to Starbucks for the coffee.

Overall, 38% of adults have a favorable view of the chain, while 27% hold an unfavorable view. Another 35% of adults have no opinion. Younger adults have a slightly more favorable opinion of the chain, with nearly half (47%) of adults between the ages of 18 and 29 who view the chain favorably, while just 28% of senior citizens share that view. An income gap can be seen as well. While just 30% of adults who earn less than $20k a year say they have a favorable opinion of the company, 54% of adults who make over $100k a year say the same.