American Lifestyles 2015: The Connected Consumer – Seeking Validation from the Online Collective - US - April 2015
Scope and Themes
 
What you need to know
“Constantly connected” is a phrase often used to describe American lifestyles. From sleeping next to a smart phone to checking messages the minute they wake up, the need to stay connected to work, family, and friends is well documented. Besides sharing photos and commenting on a status, people are looking for answers – and providing opinions – on everything from where to eat dinner (and what entrée to order), the auto dealership that gives the best service, to which shoes to buy (and how to score a discount). The collective intelligence of online review sites and Americans’ online networks has become consumers’ gut check on purchases, and many feel the need to get second opinions to validate their choices. Others are using their networks as a starting point in their buying process for bigger ticket items or in areas for which they lack expertise (eg technology, new vacation destinations).

As Americans seek input from others before buying (and offer their own opinions), the buying process is less individual, and purchases may ultimately reflect collective input from a variety of connections. In this way, for some categories, the connected collective may have a stronger influence than individual preference.

Definition
This report provides a comprehensive overview of Americans’ spending in 2014 in total as well as across 17 consumer markets. A demographic profile of Americans and future projections, as well as an examination of the economic conditions impacting Americans is also included. An in-depth analysis of Americans’ purchasing priorities, the extent to which others’ opinions influence those purchases, and channels through which opinions are sought out and offered. The relative importance in terms of usefulness and trustworthiness of user-generated reviews, independent reviews, and personal recommendations are also evaluated.

This report builds on the analysis presented in Mintel’s American Lifestyles: Looking Forward – US, April 2014, as well as the 2013, 2012, 2011, 2010, 2009, 2008, and 2007 reports of the same title. The report also includes findings from more than 100 published Mintel reports across 17 consumer markets: food (at home); dining out; alcoholic drinks (at home); alcoholic drinks (out of home); non-alcoholic drinks (in home); beauty and personal care; OTCs and pharmaceuticals; household care; clothing, footwear, and accessories; technology and communications; vacations and tourism; leisure and entertainment; home and garden; transportation; personal finance; housing; and miscellaneous.

Each of the 17 market sections of this report (as noted above) contain a listing of the components that make up expenditures unique to that category. Complete data tables are available in the Appendix – Category Expenditures Tables.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Data sources
Sales data
Mintel has developed market sizes and five-year forecasts (2015-19) for each of the 17 consumer categories included in this report based on the following sources:

●	Food (at home): based on Information Resources, Inc. InfoScan® Reviews; Bureau of Economic Analysis; US Bureau of Labor Statistics, Consumer Expenditure Survey; US Census Bureau, Economic Census and Annual/Monthly Retail Trade Survey; USDA Economic Research Service; IDDBA/Perishables Group Fresh Facts; Progressive Grocer, Consumer Expenditures Study; FreshLook Marketing Group; Supermarket News; National Chicken Council; National Confectioners Association; NACS; Convenience Store News; Automatic Merchandiser’s “State of the Vending Industry Report”; US Department of Agriculture; Convenience Store Petroleum; The Association for Convenience & Fuel Retailing; American Pet Products Association; CSP Magazine; VendingMarketWatch; Grocery Headquarters.
●	Dining Out: based on US Census Bureau; Annual and Monthly Retail Trade Survey; Bureau of Economic Analysis.
●	Alcoholic Drinks (in home): based on Information Resources, Inc. InfoScan® Reviews, “2013 Beer Handbook,” “2013 Liquor Handbook,” “2013 Wine Handbook”; Bureau of Economic Analysis; The Beer Institute; BevNet; Bureau of Labor Statistics; The Beverage Information & Insights Group, "Wine Handbook 2014”; Consumer Expenditure Survey.
●	Alcoholic drinks (out of home): based on Information Resources, Inc. InfoScan® Reviews, “2013 Beer Handbook,” “2013 Liquor Handbook,” “2013 Wine Handbook”; Bureau of Economic Analysis; The Beer Institute; BevNet; Bureau of Labor Statistics; The Beverage Information & Insights Group, "Wine Handbook 2014”; Consumer Expenditure Survey.
●	Non-alcoholic Drinks (in home): based on Information Resources, Inc. InfoScan® Reviews; US Census Bureau, Economic Census; BevNet; USDA Economic Research Service; Convenience Store News; US Bureau of Labor Statistics; Convenience Store Decisions; Progressive Grocer's Consumer Expenditure Study; Automatic Merchandiser’s “State of the Vending Industry Report.”
●	Beauty and Personal Care: based on US Bureau of Labor Statistics, Consumer Expenditure Survey; US Census Bureau, Economic Census; Information Resources, Inc. InfoScan® Reviews; Progressive Grocer, Consumer Expenditures Study; Experian Simmons NHCS; trade publications; Mass Market Retailer; Company Information.
●	OTCs and Pharmaceuticals: based on Information Resources, Inc. InfoScan® Reviews; US Census Bureau, Economic Census; Nutrition Business Journal; Progressive Grocer’s Consumer Expenditures Study; CSPNet; SPINS; Nutrition Business Journal and Penton Media, Inc.
●	Household Care: based on Information Resources Inc. InfoScan® Reviews; US Census Bureau, Economic Census; Progressive Grocer's Consumer Expenditures Study.
●	Clothing, Footwear, and Accessories: based on Bureau of Economic Analysis.
●	Technology and Communications: based on Bureau of Economic Analysis.
●	Vacations and Tourism: based on Bureau of Economic Analysis, US Office of Travel and Tourism Satellite Accounts.
●	Leisure and Entertainment: based on Bureau of Economic Analysis.
●	Home and Garden: based on Bureau of Economic Analysis.
●	Transportation: based on Bureau of Economic Analysis.
●	Personal Finance: based on Bureau of Economic Analysis.
●	Housing: based on Bureau of Economic Analysis.
●	Miscellaneous: based on Bureau of Economic Analysis.

Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore Americans’ spending habits and the degree to which they interact online. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in January 2015 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Mintel has also analyzed data from Experian Marketing Services, using the NHCS (Simmons National Hispanic Consumer Study). The Experian Marketing Services, Simmons NHCS was carried out during August 2013-September 2014 and the results are based on the sample of 23,097 adults aged 18+, with results weighted to represent the US adult population.

The report also draws on earlier Experian Marketing Services NCS/NHCS surveys, notably:

●	Summer 2009 Adult Study 12-Month (July 2008-September 2009), 21,855 adults aged 18+
●	Summer 2010 Adult Study 12-Month (July 2009-September 2010), 20,980 adults aged 18+
●	Summer 2011 Adult Study 12-Month (July 2010-September 2011), 22,173 adults aged 18+
●	Summer 2012 Adult Study 12-Month (August 2011-August 2012), 21,843 adults aged 18+
●	Summer 2013 Adult Study 12-Month (July 2012-September 2013), 21,373 adults aged 18+

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report:

3DTV 	3-dimensional television	
4K 	Resolution on the order of 4,000 pixels	
ADR 	Average daily rate	
BEA 	Bureau of Economic Analysis	
BFY 	Better-for-you	
BIIG 	Beverage Information & Insight Group	
BLS 	Bureau of Labor Statistics	
BPC 	Beauty and Personal Care	
CAGR 	Compound Annual Growth Rate	
CBO 	Congressional Budget Office	
CES 	Consumer Expenditure Survey	
CPI 	Consumer Price Index	
CSD 	Carbonated Soft Drink	
DIFM 	Do-it-for-me	
DIY 	Do-it-Yourself	
DPI 	Disposable Personal Income	
FDA 	Food and Drug Administration	
FIFA 	Fédération Internationale de Football Association	
FOMO 	Fear of missing out	
FSA 	Flexible Spending Account	
GDP 	Gross Domestic Product	
GFR 	General Fertility Rate	
GI 	Gastrointestinal	
GMO 	Genetically Modified Organism	
GNPD 	Global New Products Database	
HFCS 	High Fructose Corn Syrup	
LFP 	Labor Force Participation	
LSR 	Limited service restaurant	
NFDA 	National Funeral Directors Association	
NFL 	National Football League	
NRF 	National Retail Foundation	
OTC 	Over-the-Counter	
PC 	Personal computer	
PCE 	Personal Consumption Expenditure	
PPACA 	Patient Protection and Affordable Care Act	
PSAVERT 	Personal Saving Rate	
RevPar 	Revenue per available room	
ROI 	Return on investment	
RPI 	Real Personal Income	
rsp 	Retail Selling Price	
RTD 	Ready-to-Drink	
RTE 	Ready-to-eat	
SOV 	Share-of-voice	
SPF 	Sun protection factor	
SUV 	Sports utility vehicle	
USDA 	United States Department of Agriculture	
VOD 	Video-on-Demand	

Terms
Generations are discussed within this report, and they are defined as:

World War II /Swing generation 	Members of the WWII generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born between 1933 and 1945 and are aged 70-82 in 2015.	
Baby Boomers 	The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69.	
Generation X 	The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50.	
Millennials* 	The generation born between 1977 and 1994. In 2015, Millennials are between the ages of 21 and 38.	
iGeneration 	The generation born between 1995 and 2007. In 2015, iGens are between the ages of 8 and 20.	
Emerging generation 	The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet unnamed generation are younger than age 8.	

* also known as Generation Y or Echo Boomers

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:

CPI 	The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates.
The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.
Based on Bureau of Labor Statistics definition.