Table of Contents
Executive Summary
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- America today
- The people
- The economy
- The consumer
- Stable spending perceived for most categories
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- Figure 1: Perceived changes in spending in 2014 compared to prior years, January 2015
- More than half find online review content influential to their purchases
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- Figure 2: Opinions about online reviews, influence, and trust, January 2015
- Consumers seek opinions across all categories
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- Figure 3: Seeks opinions before purchasing and has posted an opinion about a purchase, January 2015
- User review sites just as popular as independent review sites…
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- Figure 4: Where opinions are sought before purchasing, January 2015
- …but independent review sites are perceived as more trustworthy
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- Figure 5: Review site usefulness and trustworthiness, January 2015
- What we think
America Today – The People
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- Key points
- Demographic and social trends impacting the population
- US growth lags behind global, steady through 2019, not to pre-recession levels
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- Figure 6: Total US population trends and projections, 2000-20
- On the move and staying put
- General fertility rate hits record low, births increase for the first time in seven years
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- Figure 7: Total number of births in the US, and general fertility rate, 2003-13*
- Age structure and growth projections
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- Figure 8: Total US population distribution, by age, 2010-20
- Race and Hispanic origin: Population size and growth projections
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- Figure 9: Share of total US population by race/Hispanic origin, 2010, 2015, 2020
- 2044: The year the US Census Bureau projects that Whites will be a minority
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- Figure 10: Total US population growth trends, by race/Hispanic origin, 2010-20, 2010-15, and 2015-20
- Marital status
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- Figure 11: Marital status in the US, by age, 2013
- Household trends
- Household trends, numbers, and size
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- Figure 12: Total US households, 2003-13
- Household types
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- Figure 13: Household types in the US, by age of householder, 2013
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- Figure 14: US households by number of persons in household, 2013
- Figure 15: Percent distribution of households across income quintiles, by household type, 2013
- Presence of children in households
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- Figure 16: Total US households by presence of own children, 2003-13
America Today – The Economy
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- Key points
- Economic factors
- GDP and consumption expenditures
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- Figure 17: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2014
- Disposable personal income and personal saving rate
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- Figure 18: Disposable personal income and personal saving rate, January 2005-January 2015
- Figure 19: Disposable personal income change from previous period, January 2007-January 2015
- Personal economics
- Unemployment and underemployment
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- Figure 20: Unemployment and underemployment, January 2007-February 2015
- Labor force participation rate
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- Figure 21: Labor force participation rate, January 2007-February 2015
- Consumer confidence
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- Figure 22: Consumer Sentiment Index, January 2007-February 2015
- Consumers confident in personal finances, less so for the US economy
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- Figure 23: Personal financial assessment, plans for spending, and US economic outlook, July 2008-September 2014
- Economics 101
- Unemployment rate and consumer confidence
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- Figure 24: Consumer confidence and unemployment, annual averages, 2000-13, January-February 2015
- Median household income
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- Figure 25: Median household income in inflation-adjusted dollars, 2002-13
- Income increases
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- Figure 26: Real personal income, January 2002-January 2015
- Homeownership
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- Figure 27: Homeownership rate and change, by age of householder, 2014 versus 2004
- Consumer expenditures
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- Figure 28: Percent change in annual consumer expenditures across 16 categories, 2009-14
Expenditure Overview
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- Key points
- Total US consumer expenditures 2014: category breakout
- Housing
- Transportation
- In-home food
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- Figure 29: Total US value sales by category ($ billion), 2014
- 2014 at a glance
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- Figure 30: Change in value sales across 16 categories, 2013-14 (est)
- Outlook for the next five years
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- Figure 31: Total US best- and worst-case forecast value sales at current prices, 2009-19
- Winners in the next five years
- Vacations and tourism
- Dining out
- Technology and communications
- Transportation
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- Figure 32: Consumer categories forecast for stronger growth, at current prices, by % growth, 2014-19
- Slower growth sectors in the next five years
- Non-alcoholic drinks
- Household care
- OTCs and pharmaceuticals
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- Figure 33: Consumer categories forecast for weaker growth, at current prices, by % growth, 2014-19
In-home Food
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- Key points
- What we think
- Modest year-over-year growth continues
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- Figure 34: Total US in-home food market value, 2009-14
- Market forecast to grow 16% from 2014-19
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- Figure 35: Best- and worst-case forecast value sales of in-home food, at current prices, 2009-19
- Winners for 2015
- Snacking fits into American lifestyles
- Natural, healthy, gluten-free and protein-rich claims attract consumers
- Facing challenges in 2015
- Frozen foods and pizza struggle
- Rising costs and food safety concerns hamper sales of red meat and pork
- Cost pressure and competition impacting grains
- Changing consumer spending habits
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- Figure 36: Perceived change in spend on in-home food compared to prior years, January 2013, 2014, 2015
- Consumers get information from trusted peers and do their own research
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- Figure 37: Seeks opinions before purchasing, has posted an opinion – In-home food, January 2015
Dining Out
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- Key points
- What we think
- Despite rising prices, restaurant spending to increase
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- Figure 38: Total US dining out market value, 2009-14
- Diners looking for good deals, not cheapest food
- Restaurants see more single diners
- Dining out sales expected to rise
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- Figure 39: Best- and worst-case forecast value sales of dining out, at current prices, 2009-19
- Winners for 2015
- Specialty snacking shops popular
- Fast casual restaurants lead dining trends
- Full service restaurants focus on quick service, especially lunch
- Facing challenges in 2015
- Fast food has less growth potential
- Changing consumer spending habits
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- Figure 40: Perceived change in spend on dining out compared to prior years, January 2013, 2014, 2015
- Technology crucial to speed, accuracy and connection
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- Figure 41: Seeks opinions before purchasing, has posted an opinion – Dining out, January 2015
Alcoholic Drinks (In Home)
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- Key points
- What we think
- Growth of alcohol at home limited by shift to on-premise consumption
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- Figure 42: Total US alcoholic drinks (in-home) market value, 2009-14
- Dollar sales continues slow, steady increase
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- Figure 43: Best- and worst-case forecast value sales of alcoholic drinks (in home), at current prices, 2009-19
- Winners for 2015
- RTD alcoholic drinks’ novelty drives sales gains
- Premium, import, and craft beer finding a wider audience
- Facing challenges in 2015
- Premiumization of beer results in sluggish light beer and popular beer sales
- White spirits languishing
- Changing consumer spending habits
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- Figure 44: Perceived change in spend on alcoholic drinks (in home) compared to prior years, January 2013, 2014, 2015
- Interaction with beer brands likely to occur while consuming
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- Figure 45: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (in home), January 2015
Alcoholic Drinks (Out of Home)
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- Key points
- What we think
- Consumers willing to order – and spend – more on alcohol at restaurants
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- Figure 46: Total US alcoholic drinks (out of home) market value, 2009-14
- Restaurants capitalize on growing interest in alcoholic drinks
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- Figure 47: Alcoholic beverages on menus, by restaurant segment incidence, Q4 2011-Q4 2014
- Increased restaurant visits will boost on-premise alcohol sales
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- Figure 48: Best- and worst-case forecast value sales of alcoholic drinks (out of home), at current prices, 2009-19
- Winners for 2015
- Microbrews, craft wine, locally sourced alcohol connect consumers to community
- Restaurants that offer high-quality dining experiences can also sell more alcohol
- Fast casual variety spurs category growth
- Facing challenges in 2015
- Competition from fast casual impedes growth of alcoholic drinks in casual dining
- Changing spending habits
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- Figure 49: Perceived change in spend on alcoholic drinks (out of home) compared to prior years, January 2013, 2014, 2015
- Others’ opinions can help those overwhelmed by large drink menus
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- Figure 50: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (out of home), January 2015
Non-alcoholic Drinks
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- Key points
- What we think
- As consumers shift within the category, little growth is seen
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- Figure 51: Total US non-alcoholic drinks (in home) market value, 2009-14
- Continued slow, steady growth will lead to 4% gains through 2019
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- Figure 52: Best- and worst-case forecast value sales of non-alcoholic drinks (in home), at current prices, 2009-19
- Winners for 2015
- CSD alternatives positioned as healthy or low-calorie attract attention
- Product innovation boosts smoothies
- Single-cup coffee sales increasing, Millennials drive consumption
- Performance drinks positioned for the everyday see growth
- Facing challenges in 2015
- Sugar/sweetened drinks continue to fall from favor
- Weight loss drinks see substitutes in other weight management options
- Powders declining (RTDs drawing attention away)
- Changing consumer spending habits
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- Figure 53: Perceived change in spend on non-alcoholic drinks compared to prior years, January 2013, 2014, 2015
- Personal preferences trump online influence
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- Figure 54: Seeks opinions before purchasing, has posted an opinion – Non-alcoholic drinks, January 2015
Beauty and Personal Care
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- Key points
- What we think
- Wealth disparity leads to mixed results for category
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- Figure 55: Total US beauty and personal care market value, 2009-14
- Performance-driven shoppers seeking results, customization
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- Figure 56: Best- and worst-case forecast value sales of beauty and personal care, at current prices, 2009-19
- Winners for 2015
- Haircare category benefits from a focus on hair health
- Therapeutic benefits, new formats boost body care sales
- Facing challenges in 2015
- Fragrance sales face volatility
- Price-driven mindset of shoppers leads to less than sunny sales for sun protection
- Changing consumer spending habits
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- Figure 57: Perceived change in spend on beauty products and toiletries compared to prior years, January 2013, 2014, 2015
- Beauty consumers become more informed, savvy
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- Figure 58: Seeks opinions before purchasing, has posted an opinion – Beauty products and toiletries, January 2015
OTC and Pharmaceuticals
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- Key points
- What we think
- Growth slows in the OTC market
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- Figure 59: Total US OTC and pharmaceuticals market value, 2009-14
- Future growth of OTC healthcare remedies mirrors inflation
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- Figure 60: Best- and worst-case forecast value sales of OTCs and pharmaceuticals, at current prices, 2009-19
- Winners in 2015
- Vitamins, minerals, and supplements benefit from proactive approach to healthcare
- Severity of illness seasons impacts cold, cough, flu, and allergy
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- Figure 61: Flonase product image
- Facing challenges in 2015
- Analgesics face lack of innovation and non-treatment
- Focus on diet improvements negatively affects gastrointestinal remedies
- Steady consumer spending habits
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- Figure 62: Perceived change in spend on healthcare products compared to prior years, January 2013, 2014, 2015
- OTC product type impacts social media interaction
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- Figure 63: Seeks opinions before purchasing, has posted an opinion – Healthcare products, January 2015
Household Care
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- Key points
- What we think
- Economizing mindset keeps sales growth in check
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- Figure 64: Total US household care market value, 2009-14
- Potential for slight improvement in household care growth rate
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- Figure 65: Best- and worst-case forecast value sales of household care, at current prices, 2009-19
- Winners for 2015
- Cleaning up with quick cleaners
- Dishwashing products explore new growth opportunities
- Facing challenges in 2015
- Declining detergent sales hold down home laundry
- Changing consumer spending habits
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- Figure 66: Perceived change in spend on household care compared to prior years, January 2013, 2014, 2015
- Sharing ideas and new routines
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- Figure 67: Seeks opinions before purchasing, has posted an opinion – Household care, January 2015
Clothing, Footwear, and Accessories
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- Key points
- What we think
- Clothing and accessories market value continues to increase
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- Figure 68: Total US clothing, footwear, and accessories market value, 2009-14
- Positive outlook ahead for clothing and accessories market
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- Figure 69: Best- and worst-case forecast of sales of clothing, footwear, and accessories, at current prices, 2009-19
- Winners for 2015
- Women’s and men’s clothing to make gains
- Facing challenges in 2015
- Children’s clothing remains a smaller player
- Changing consumer spending habits
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- Figure 70: Perceived change in spend on clothing and accessories compared to prior years, January 2013, 2014, 2015
- One in four seek opinions before purchasing
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- Figure 71: Seeks opinions before purchasing, has posted an opinion – Clothing and accessories, January 2015
Technology and Communications
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- Key points
- What we think
- Steady growth in technology to see an uptick with recent innovations
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- Figure 72: Total US technology and communications market value, 2009-14
- Technology brands will need to prove their value
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- Figure 73: Best- and worst-case forecast value sales of technology and communications, at current prices, 2009-19
- Winners for 2015
- Televisions to broaden its audience
- Smartphone sales to grow, though at a slower pace
- Wearables new on the scene
- Facing challenges in 2015
- Mobile services facing a number of challenges
- Pay TV to struggle as consumer turn to online streaming
- Changing consumer spending habits
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- Figure 74: Perceived change in spend on technology and communications compared to prior years, January 2013, 2014, 2015
- Highly connected consumers: Avid researchers
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- Figure 75: Seeks opinions before purchasing, has posted an opinion – Technology and communications, January 2015
Vacations and Tourism
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- Key points
- What we think
- Vacation spending outpaced overall in the last five years
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- Figure 76: Total US vacations and tourism market value, 2009-14
- Strong growth predicted for vacations and tourism market
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- Figure 77: Best- and worst-case forecast value sales of vacations and tourism, at current prices, 2009-19
- Winners for 2015
- Airlines in strong position to generate revenue in 2015
- Hotel revenues boosted by strengthening economy
- Cruise lines grow by wooing multiple generations of guests
- Theme parks generate revenues through new attractions and technologies
- Ground transportation options attract new passengers
- Facing challenges in 2015
- “Sharing economy” could put pressure on profits
- Changing consumer spending habits
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- Figure 78: Perceived change in spend on vacations compared to prior years, January 2013, 2014, 2015
- Online opinion seeking is common before vacation purchases
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- Figure 79: Seeks opinions before purchasing, has posted an opinion – Vacations, January 2015
Leisure and Entertainment
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- Key points
- What we think
- Leisure and entertainment fared well in wake of recession
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- Figure 80: Total US leisure and entertainment market value, 2009-14
- Growth forecast to continue at a modest pace
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- Figure 81: Best- and worst-case forecast value sales of leisure and entertainment, at current prices, 2009-19
- Winners for 2015
- Leisure consumers yearn for experiences
- Casinos set to cash in
- The outdoors is calling
- Facing challenges in 2015
- Movie theaters looking for an audience
- Sports compete for fans
- Guns and ammo stockpiling reduces need to replenish
- Changing consumer spending habits
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- Figure 82: Perceived change in spend on leisure/entertainment compared to prior years, January 2013, 2014, 2015
- Leisure consumers look for ideas and opinions
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- Figure 83: Seeks opinions before purchasing, has posted an opinion – Leisure/entertainment, January 2015
Home and Garden
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- Key points
- What we think
- Home and garden spending continues to rise
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- Figure 84: Total US home and garden market value, 2009-14
- Home and garden market poised for continued growth and change
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- Figure 85: Best- and worst-case forecast value sales of home and garden, at current prices, 2009-19
- Winners for 2015
- Improving economy and efficiency lift washer and dryer sales
- Furniture market poised for continued growth
- Facing challenges in 2015
- Can small kitchen appliances weather the recovery?
- More consumers report an increase in spending
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- Figure 86: Perceived change in spend on home and garden compared to prior years, January 2013, 2014, 2015
- Home and garden shoppers seek information and inspiration
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- Figure 87: Seeks opinions before purchasing, has posted an opinion – Home and garden, January 2015
- Major appliances
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- Figure 88: Helpfulness of information sources – Very helpful, by amount spent, December 2014
- Home décor and crafts
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- Figure 89: Ideas/inspiration for home décor, February 2014
Transportation
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- Key points
- What we think
- Growth 2009-14 outpaces all other categories at more than 34%
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- Figure 90: Total US transportation market value, 2009-14
- Steady growth forecast, pacing overall spending over the next five years
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- Figure 91: Best- and worst-case forecast value sales of transportation, at current prices, 2009-19
- Winners for 2015
- Demand for new cars brings sales back to pre-recession levels
- Auto innovations boost interest
- Facing challenges in 2015
- DIY shifts to DIFM
- Changing consumer spending habits
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- Figure 92: Perceived change in spend on automotive compared to prior years, January 2015
- Automotive consumers invest time into research
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- Figure 93: Seeks opinions before purchasing, has posted an opinion – Automotive, January 2015
Personal Finance
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- Key points
- What we think
- The economy continues to strengthen
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- Figure 94: Current financial sentiment, July 2014-September 2014
- Consumer financial services expenditures are increasing
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- Figure 95: Total US personal finance market value, 2009-14
- Continued growth is expected in the next five years
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- Figure 96: Best- and worst-case forecast value sales of personal finance, at current prices, 2009-19
- Winners for 2015
- Alternative banks present competition to traditional branch networks
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- Figure 97: Change in use of internet-only and alternative banks, by gender, age, and race/Hispanic origin, 2013-14
- Mobile banking answers consumers’ desires for apps
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- Figure 98: Interest in mobile banking features, October 2014
- Mobile payments make transactions convenient
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- Figure 99: Interest in mobile payment apps, July 2014
- The use of social media in financial services
- Challenges
- Convincing consumers to contribute to retirement savings
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- Figure 100: Primary financial goals, by generation, September 2014
Housing
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- Key points
- What we think
- Housing expenditures on a steady growth trajectory
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- Figure 101: Total US housing market value, 2009-14
- Housing expenses will continue to increase
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- Figure 102: Best- and worst-case forecast value sales of housing, at current prices, 2009-19
- Impact of the economy on the housing market
- Housing prices continue to increase
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- Figure 103: S&P Case Shiller 20-city Home Price Index, Jan. 1, 2000-Dec.1, 2014
- Mortgage rates are decreasing
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- Figure 104: Average 30-year fixed mortgage rates, 2006–15
- Consumers’ attitudes toward homeownership
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- Figure 105: Financial goals within the next year, by generations, September 2014
Miscellaneous
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- Key points
- What we think
- Slow and steady…miscellaneous spending trends to total
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- Figure 106: Total US miscellaneous market value, 2009-14
- Steady growth forecast through 2019, to account for nearly $3.5 trillion
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- Figure 107: Best- and worst-case forecast value sales of miscellaneous, at current prices, 2009-19
- Winners for 2015
- Employment agency services outperform as labor market picks up
- Education services maintain growth as costs increase
- Funeral and burial services in demand
- Facing challenges in 2015
- Luggage packs away post-recession growth cycle
- Video media rental taper off
- Repairs are out as buying new is preferred
- Changing consumer spending habits
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- Figure 108: Spending versus saving and having extra money, July 2008, January 2013-15
The Consumer – Changes to Spending and Impact of Online Reviews
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- Key points
- Changes to consumer spending habits
- Stable spending perceived for most categories
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- Figure 109: Perceived changes in spending in 2014 compared to prior years, January 2015
- Lower-income households continue to make cut-backs
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- Figure 110: Perceived changes in spending in 2014 compared to prior years – Average across all categories, by household income, January 2015
- Greatest spending gains perceived for in-home food
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- Figure 111: Difference between perceived to have spent more and spent less in 2014 compared to prior years, January 2015
- Impact of online reviews
- Opinion seekers likely to have spent more this year across categories
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- Figure 112: Perceived to have spent more in 2014 compared to prior years, by seeks opinions from others before purchasing, January 2015
- Positive reviews impact spending
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- Figure 113: Perceived changes in spending in 2014 compared to prior years, among those who will consider paying more for products with positive online reviews, January 2015
The Consumer – Attitudes toward Online Reviews
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- Key points
- Online reviews influence purchases
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- Figure 114: Opinions about online reviews, January 2015
- Online reviews impactful for ages 25-34
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- Figure 115: Opinions about online reviews, by age, January 2015
- Higher-income households agree that reviews are helpful
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- Figure 116: Opinions about online reviews, by household income, January 2015
- Reviewers feel they wield an influence; approval is less important
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- Figure 117: Opinions about influences and approval, January 2015
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- Figure 118: Seeking opinions, and seeking validation, January 2015
- Quantity and variety of online reviews key to building trust
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- Figure 119: Opinions about trustworthiness, January 2015
The Consumer – Seeking and Posting Opinions Online
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- Key points
- Opinion seeking is more common than opinion posting
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- Figure 120: Seeks opinions from others before purchasing and has posted an opinion about a purchase, by gender, age, gender and age, and household income, January 2015
- Social media seekers ask for advice or recommendations
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- Figure 121: Total online conversations, people seeking recommendations/advice, word normalized, March 10, 2013-March 9, 2015
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- Figure 122: Top topics, people seeking recommendations/advice, March 10, 2013-March 9, 2015
- Demographics of social media seekers
- Experiential and big-ticket categories attract the most seekers, posters
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- Figure 123: Seeks opinions from others before purchasing and has posted an opinion about a purchase, January 2015
- Opinion posters are more likely to be opinion seekers
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- Figure 124: Seeks opinions from others before purchasing, by those who have posted opinions about purchases, January 2015
- Seeking, posting correlates to social media use and mobile device ownership
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- Figure 125: Seeks opinions from others before purchasing and has posted an opinion about a purchase, by social media use and mobile device ownership, January 2015
- Those impacted by online reviews are active opinion seekers
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- Figure 126: Seeks opinions from others before purchasing, by opinions about online reviews, January 2015
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- Figure 127: Seeks opinions from others before purchasing, by opinions about influences and approval, January 2015
- People seeking validation are likely opinion posters
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- Figure 128: Has posted an opinion about a purchase, by online opinions, January 2015
The Consumer – Where Opinions are Sought
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- Key points
- Opinion seekers look to user and independent review sites for guidance
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- Figure 129: Where opinions are sought before purchasing, January 2015
- Opinion resources vary by purchase category
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- Figure 130: Where opinions are sought before purchasing, by product category, January 2015
- Opinion seekers aged 35+ prefer independent review sites
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- Figure 131: Where opinions are sought before purchasing, by age, January 2015
- Young men more likely to seek opinions on social sites
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- Figure 132: Where opinions are sought before purchasing, by gender and age, January 2015
- All types of review websites can influence purchase
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- Figure 133: Where opinions are sought before purchasing, by online opinions, January 2015
The Consumer – Online Review Sites – Usefulness and Trustworthiness
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- Key points
- Online review sites used
- Amazon is top resource for product reviews
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- Figure 134: Online review sites used to research a purchase, January 2015
- User demographics of top review sites
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- Figure 135: Amazon.com, TripAdvisor, Consumer Reports, Yelp usage, by demographics, January 2015
- Social media metrics of top user review sites
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- Figure 136: Review sites visited, word normalized, March 10, 2013-March 9, 2015
- Usefulness and trustworthiness
- User sites useful; independents deemed most useful, trustworthy
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- Figure 137: Review site usefulness and trustworthiness, January 2015
- Women find independent review sites useful – less trustworthy
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- Figure 138: Review site usefulness and trustworthiness, by gender January 2015
The Consumer – How Extra Money is Spent
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- Key points
- Americans spending on experiential categories
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- Figure 139: How extra money is spent, January 2015
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- Figure 140: How extra money is spent, January 2015 versus January 2014
The Consumer – Segmentation – The Influenced and the Influencers
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- Factor characteristics
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- Figure 141: Online influence clusters, January 2015
- Segment 1: Approval Seekers
- Demographics
- Characteristics
- Insights
- Segment 2: Easily Swayed
- Demographics
- Characteristics
- Insights
- Segment 3: Personally Persuaded
- Demographics
- Characteristics
- Insights
- Segment 4: Non-believer
- Demographics
- Characteristics
- Insights
- Segment 5: Influenced Online
- Demographics
- Characteristics
- Insights
- Cluster methodology
Appendix – Population and Demographic Tables
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- Figure 142: Total US population trends and projections, 2000-20
- Figure 143: Total number of births in the US, and general fertility rate, 2003-13*
- Figure 144: Total US population distribution, by age, 2010-20
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- Figure 145: Share of total US population by race/Hispanic origin, 2010-20
- Figure 146: Marital status in the US, by age, 2013
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- Figure 147: Total US households, 2003-13
- Figure 148: Household types in the US, by age of householder, 2013
- Figure 149: US households by number of persons in household, 2013
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- Figure 150: Total US households by presence of own children, 2003-13
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Appendix – Category Expenditures Tables
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- In-home food
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- Figure 151: Value sales for in-home food, at current and inflation-adjusted prices, 2009-19
- Dining out
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- Figure 152: Value sales for foodservice (dining out and take-away), at current and inflation-adjusted prices, 2009-19
- Alcoholic drinks (in home)
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- Figure 153: Value sales for alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
- Alcoholic drinks (out of home)
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- Figure 154: Value sales for alcoholic drinks (out of home), at current and inflation-adjusted prices, 2009-19
- Non-alcoholic drinks (in home)
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- Figure 155: Value sales for non-alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
- Beauty and personal care
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- Figure 156: Value sales for beauty and personal care, at current and inflation-adjusted prices, 2009-19
- OTCs and pharmaceuticals
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- Figure 157: Value sales for OTCs and pharmaceuticals, at current and inflation-adjusted prices, 2009-19
- Household care
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- Figure 158: Value sales for household care, at current and inflation-adjusted prices, 2009-19
- Clothing, footwear, and accessories
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- Figure 159: Value sales for clothing, footwear, and accessories, at current and inflation-adjusted prices, 2009-19
- Technology and communications
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- Figure 160: Value sales for technology and communications, at current and inflation-adjusted prices, 2009-19
- Vacations and tourism
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- Figure 161: Value sales for vacations and tourism, at current and inflation-adjusted prices, 2009-19
- Leisure and entertainment
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- Figure 162: Value sales for leisure and entertainment, at current and inflation-adjusted prices, 2009-19
- Home and garden
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- Figure 163: Value sales for home and garden, at current and inflation-adjusted prices, 2009-19
- Transportation
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- Figure 164: Value sales for transportation, at current and inflation-adjusted prices, 2009-19
- Personal finance
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- Figure 165: Value sales for personal finance, at current and inflation-adjusted prices, 2009-19
- Housing
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- Figure 166: Value sales for housing, at current and inflation-adjusted prices, 2009-19
- Miscellaneous
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- Figure 167: Value sales for miscellaneous, at current and inflation-adjusted prices, 2009-19
Appendix – Fan Chart Forecast Methodology
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