The economic outlook may be dire, but shoppers simply won’t give up items that help them stay connected to people and current events, such as Internet access, cell phones and cable television, according to a survey conducted by market research group BIGresearch L.L.C. (Worthington, Ohio).

“The current economy has forced many Americans to find new ways to live and even shop,” said Susan Reda, executive editor of Stores magazine. “However, many consumers can’t imagine life without the Internet, text messaging and basic cable.”

An overwhelming 81 percent of people surveyed in mid-December said Internet access was untouchable, followed by cell phone service (61 percent) and cable television (61 percent).

Shopping remains important for a chunk of people: 43 percent said they won’t give up discount apparel; 40 percent won’t give up fast food; and 24 percent will still buy a new pair of shoes.

Results of the survey, conducted in December, will be published by Stores Media, the publishing and communications arm of the National Retail Federation (Washington).

“Today’s economy has had an impact on every American, and retailers are dealing with very different shoppers than they were one year ago,” said Phil Rist, executive vice president for strategic initiatives at BIGresearch. “While many people have opted to trade down, some refuse to sacrifice certain luxuries, cutting items they feel are expendable to compensate.”

Americans are scaling back on popular indulgences and luxury items. More than 90 percent of survey respondents called luxury handbags, satellite radio, specialty apparel, high-end cosmetics and maid service “expendable.”

More women consider cell phones “untouchable” than men (70 percent versus 58 percent), but more men refuse to give up fine dining (12 percent versus 9 percent). [April 2009 PET AGE]