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American Lifestyles 2015: The Connected Consumer – Seeking Validation from the Online Collective - US - April 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
America today
The people
The economy
The consumer
Stable spending perceived for most categories
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
Figure 2: Opinions about online reviews, influence, and trust, January 2015
Consumers seek opinions across all categories
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…
Figure 4: Where opinions are sought before purchasing, January 2015
…but independent review sites are perceived as more trustworthy
Figure 5: Review site usefulness and trustworthiness, January 2015
What we think
AMERICA TODAY – THE PEOPLE
Key points
 DEMOGRAPHIC AND SOCIAL TRENDS IMPACTING THE POPULATION
US growth lags behind global, steady through 2019, not to pre-recession levels
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
Figure 7: Total number of births in the US, and general fertility rate, 2003-13*
Age structure and growth projections
Figure 8: Total US population distribution, by age, 2010-20
Race and Hispanic origin: Population size and growth projections
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
Figure 10: Total US population growth trends, by race/Hispanic origin, 2010-20, 2010-15, and 2015-20
Marital status
Figure 11: Marital status in the US, by age, 2013
 HOUSEHOLD TRENDS
Household trends, numbers, and size
Figure 12: Total US households, 2003-13
Household types
Figure 13: Household types in the US, by age of householder, 2013
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
Figure 16: Total US households by presence of own children, 2003-13
AMERICA TODAY – THE ECONOMY
Key points
 ECONOMIC FACTORS
GDP and consumption expenditures
Figure 17: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2014
Disposable personal income and personal saving rate
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
Figure 20: Unemployment and underemployment, January 2007-February 2015
Labor force participation rate
Figure 21: Labor force participation rate, January 2007-February 2015
Consumer confidence
Figure 22: Consumer Sentiment Index, January 2007-February 2015
Consumers confident in personal finances, less so for the US economy
Figure 23: Personal financial assessment, plans for spending, and US economic outlook, July 2008-September 2014
Economics 101
Unemployment rate and consumer confidence
Figure 24: Consumer confidence and unemployment, annual averages, 2000-13, January-February 2015
Median household income
Figure 25: Median household income in inflation-adjusted dollars, 2002-13
Income increases
Figure 26: Real personal income, January 2002-January 2015
Homeownership
Figure 27: Homeownership rate and change, by age of householder, 2014 versus 2004
Consumer expenditures
Figure 28: Percent change in annual consumer expenditures across 16 categories, 2009-14
EXPENDITURE OVERVIEW
Key points
Total US consumer expenditures 2014: category breakout
Housing
Transportation
In-home food
Figure 29: Total US value sales by category ($ billion), 2014
2014 at a glance
Figure 30: Change in value sales across 16 categories, 2013-14 (est)
Outlook for the next five years
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
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
Figure 33: Consumer categories forecast for weaker growth, at current prices, by % growth, 2014-19
IN-HOME FOOD
Key points
What we think
Modest year-over-year growth continues
Figure 34: Total US in-home food market value, 2009-14
Market forecast to grow 16% from 2014-19
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
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
Figure 37: Seeks opinions before purchasing, has posted an opinion – In-home food, January 2015
DINING OUT
Key points
What we think
Despite rising prices, restaurant spending to increase
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
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
Figure 40: Perceived change in spend on dining out compared to prior years, January 2013, 2014, 2015
Technology crucial to speed, accuracy and connection
Figure 41: Seeks opinions before purchasing, has posted an opinion – Dining out, January 2015
ALCOHOLIC DRINKS (IN HOME)
Key points
What we think
Growth of alcohol at home limited by shift to on-premise consumption
Figure 42: Total US alcoholic drinks (in-home) market value, 2009-14
Dollar sales continues slow, steady increase
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
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
Figure 45: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (in home), January 2015
ALCOHOLIC DRINKS (OUT OF HOME)
Key points
What we think
Consumers willing to order – and spend – more on alcohol at restaurants
Figure 46: Total US alcoholic drinks (out of home) market value, 2009-14
Restaurants capitalize on growing interest in alcoholic drinks
Figure 47: Alcoholic beverages on menus, by restaurant segment incidence, Q4 2011-Q4 2014
Increased restaurant visits will boost on-premise alcohol sales
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
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
Figure 50: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (out of home), January 2015
NON-ALCOHOLIC DRINKS
Key points
What we think
As consumers shift within the category, little growth is seen
Figure 51: Total US non-alcoholic drinks (in home) market value, 2009-14
Continued slow, steady growth will lead to 4% gains through 2019
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
Figure 53: Perceived change in spend on non-alcoholic drinks compared to prior years, January 2013, 2014, 2015
Personal preferences trump online influence
Figure 54: Seeks opinions before purchasing, has posted an opinion – Non-alcoholic drinks, January 2015
BEAUTY AND PERSONAL CARE
Key points
What we think
Wealth disparity leads to mixed results for category
Figure 55: Total US beauty and personal care market value, 2009-14
Performance-driven shoppers seeking results, customization
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
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
Figure 58: Seeks opinions before purchasing, has posted an opinion – Beauty products and toiletries, January 2015
OTC AND PHARMACEUTICALS
Key points
What we think
Growth slows in the OTC market
Figure 59: Total US OTC and pharmaceuticals market value, 2009-14
Future growth of OTC healthcare remedies mirrors inflation
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
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
Figure 62: Perceived change in spend on healthcare products compared to prior years, January 2013, 2014, 2015
OTC product type impacts social media interaction
Figure 63: Seeks opinions before purchasing, has posted an opinion – Healthcare products, January 2015
HOUSEHOLD CARE
Key points
What we think
Economizing mindset keeps sales growth in check
Figure 64: Total US household care market value, 2009-14
Potential for slight improvement in household care growth rate
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
Figure 66: Perceived change in spend on household care compared to prior years, January 2013, 2014, 2015
Sharing ideas and new routines
Figure 67: Seeks opinions before purchasing, has posted an opinion – Household care, January 2015
CLOTHING, FOOTWEAR, AND ACCESSORIES
Key points
What we think
Clothing and accessories market value continues to increase
Figure 68: Total US clothing, footwear, and accessories market value, 2009-14
Positive outlook ahead for clothing and accessories market
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
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
Figure 71: Seeks opinions before purchasing, has posted an opinion – Clothing and accessories, January 2015
TECHNOLOGY AND COMMUNICATIONS
Key points
What we think
Steady growth in technology to see an uptick with recent innovations
Figure 72: Total US technology and communications market value, 2009-14
Technology brands will need to prove their value
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
Figure 74: Perceived change in spend on technology and communications compared to prior years, January 2013, 2014, 2015
Highly connected consumers: Avid researchers
Figure 75: Seeks opinions before purchasing, has posted an opinion – Technology and communications, January 2015
VACATIONS AND TOURISM
Key points
What we think
Vacation spending outpaced overall in the last five years
Figure 76: Total US vacations and tourism market value, 2009-14
Strong growth predicted for vacations and tourism market
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
Figure 78: Perceived change in spend on vacations compared to prior years, January 2013, 2014, 2015
Online opinion seeking is common before vacation purchases
Figure 79: Seeks opinions before purchasing, has posted an opinion – Vacations, January 2015
LEISURE AND ENTERTAINMENT
Key points
What we think
Leisure and entertainment fared well in wake of recession
Figure 80: Total US leisure and entertainment market value, 2009-14
Growth forecast to continue at a modest pace
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
Figure 82: Perceived change in spend on leisure/entertainment compared to prior years, January 2013, 2014, 2015
Leisure consumers look for ideas and opinions
Figure 83: Seeks opinions before purchasing, has posted an opinion – Leisure/entertainment, January 2015
HOME AND GARDEN
Key points
What we think
Home and garden spending continues to rise
Figure 84: Total US home and garden market value, 2009-14
Home and garden market poised for continued growth and change
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
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
Figure 87: Seeks opinions before purchasing, has posted an opinion – Home and garden, January 2015
Major appliances
Figure 88: Helpfulness of information sources – Very helpful, by amount spent, December 2014
Home décor and crafts
Figure 89: Ideas/inspiration for home décor, February 2014
TRANSPORTATION
Key points
What we think
Growth 2009-14 outpaces all other categories at more than 34%
Figure 90: Total US transportation market value, 2009-14
Steady growth forecast, pacing overall spending over the next five years
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
Figure 92: Perceived change in spend on automotive compared to prior years, January 2015
Automotive consumers invest time into research
Figure 93: Seeks opinions before purchasing, has posted an opinion – Automotive, January 2015
PERSONAL FINANCE
Key points
What we think
The economy continues to strengthen
Figure 94: Current financial sentiment, July 2014-September 2014
Consumer financial services expenditures are increasing
Figure 95: Total US personal finance market value, 2009-14
Continued growth is expected in the next five years
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
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
Figure 98: Interest in mobile banking features, October 2014
Mobile payments make transactions convenient
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
Figure 100: Primary financial goals, by generation, September 2014
HOUSING
Key points
What we think
Housing expenditures on a steady growth trajectory
Figure 101: Total US housing market value, 2009-14
Housing expenses will continue to increase
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
Figure 103: S&P Case Shiller 20-city Home Price Index, Jan. 1, 2000-Dec.1, 2014
Mortgage rates are decreasing
Figure 104: Average 30-year fixed mortgage rates, 2006–15
Consumers’ attitudes toward homeownership
Figure 105: Financial goals within the next year, by generations, September 2014
MISCELLANEOUS
Key points
What we think
Slow and steady…miscellaneous spending trends to total
Figure 106: Total US miscellaneous market value, 2009-14
Steady growth forecast through 2019, to account for nearly $3.5 trillion
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
Figure 108: Spending versus saving and having extra money, July 2008, January 2013-15
THE CONSUMER – CHANGES TO SPENDING AND IMPACT OF ONLINE REVIEWS
Key points
 CHANGES TO CONSUMER SPENDING HABITS
Stable spending perceived for most categories
Figure 109: Perceived changes in spending in 2014 compared to prior years, January 2015
Lower-income households continue to make cut-backs
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
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
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
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
Key points
Online reviews influence purchases
Figure 114: Opinions about online reviews, January 2015
Online reviews impactful for ages 25-34
Figure 115: Opinions about online reviews, by age, January 2015
Higher-income households agree that reviews are helpful
Figure 116: Opinions about online reviews, by household income, January 2015
Reviewers feel they wield an influence; approval is less important
Figure 117: Opinions about influences and approval, January 2015
Figure 118: Seeking opinions, and seeking validation, January 2015
Quantity and variety of online reviews key to building trust
Figure 119: Opinions about trustworthiness, January 2015
THE CONSUMER – SEEKING AND POSTING OPINIONS ONLINE
Key points
Opinion seeking is more common than opinion posting
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
Figure 121: Total online conversations, people seeking recommendations/advice, word normalized, March 10, 2013-March 9, 2015
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
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
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
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
Figure 126: Seeks opinions from others before purchasing, by opinions about online reviews, January 2015
Figure 127: Seeks opinions from others before purchasing, by opinions about influences and approval, January 2015
People seeking validation are likely opinion posters
Figure 128: Has posted an opinion about a purchase, by online opinions, January 2015
THE CONSUMER – WHERE OPINIONS ARE SOUGHT
Key points
Opinion seekers look to user and independent review sites for guidance
Figure 129: Where opinions are sought before purchasing, January 2015
Opinion resources vary by purchase category
Figure 130: Where opinions are sought before purchasing, by product category, January 2015
Opinion seekers aged 35+ prefer independent review sites
Figure 131: Where opinions are sought before purchasing, by age, January 2015
Young men more likely to seek opinions on social sites
Figure 132: Where opinions are sought before purchasing, by gender and age, January 2015
All types of review websites can influence purchase
Figure 133: Where opinions are sought before purchasing, by online opinions, January 2015
THE CONSUMER – ONLINE REVIEW SITES – USEFULNESS AND TRUSTWORTHINESS
Key points
 ONLINE REVIEW SITES USED
Amazon is top resource for product reviews
Figure 134: Online review sites used to research a purchase, January 2015
User demographics of top review sites
Figure 135: Amazon.com, TripAdvisor, Consumer Reports, Yelp usage, by demographics, January 2015
Social media metrics of top user review sites
Figure 136: Review sites visited, word normalized, March 10, 2013-March 9, 2015
 USEFULNESS AND TRUSTWORTHINESS
User sites useful; independents deemed most useful, trustworthy
Figure 137: Review site usefulness and trustworthiness, January 2015
Women find independent review sites useful – less trustworthy
Figure 138: Review site usefulness and trustworthiness, by gender January 2015
THE CONSUMER – HOW EXTRA MONEY IS SPENT
Key points
Americans spending on experiential categories
Figure 139: How extra money is spent, January 2015
Figure 140: How extra money is spent, January 2015 versus January 2014
THE CONSUMER – SEGMENTATION – THE INFLUENCED AND THE INFLUENCERS
Factor characteristics
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
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
Figure 145: Share of total US population by race/Hispanic origin, 2010-20
Figure 146: Marital status in the US, by age, 2013
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
Figure 150: Total US households by presence of own children, 2003-13
APPENDIX – CATEGORY EXPENDITURES TABLES
In-home food
Figure 151: Value sales for in-home food, at current and inflation-adjusted prices, 2009-19
Dining out
Figure 152: Value sales for foodservice (dining out and take-away), at current and inflation-adjusted prices, 2009-19
Alcoholic drinks (in home)
Figure 153: Value sales for alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
Alcoholic drinks (out of home)
Figure 154: Value sales for alcoholic drinks (out of home), at current and inflation-adjusted prices, 2009-19
Non-alcoholic drinks (in home)
Figure 155: Value sales for non-alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
Beauty and personal care
Figure 156: Value sales for beauty and personal care, at current and inflation-adjusted prices, 2009-19
OTCs and pharmaceuticals
Figure 157: Value sales for OTCs and pharmaceuticals, at current and inflation-adjusted prices, 2009-19
Household care
Figure 158: Value sales for household care, at current and inflation-adjusted prices, 2009-19
Clothing, footwear, and accessories
Figure 159: Value sales for clothing, footwear, and accessories, at current and inflation-adjusted prices, 2009-19
Technology and communications
Figure 160: Value sales for technology and communications, at current and inflation-adjusted prices, 2009-19
Vacations and tourism
Figure 161: Value sales for vacations and tourism, at current and inflation-adjusted prices, 2009-19
Leisure and entertainment
Figure 162: Value sales for leisure and entertainment, at current and inflation-adjusted prices, 2009-19
Home and garden
Figure 163: Value sales for home and garden, at current and inflation-adjusted prices, 2009-19
Transportation
Figure 164: Value sales for transportation, at current and inflation-adjusted prices, 2009-19
Personal finance
Figure 165: Value sales for personal finance, at current and inflation-adjusted prices, 2009-19
Housing
Figure 166: Value sales for housing, at current and inflation-adjusted prices, 2009-19
Miscellaneous
Figure 167: Value sales for miscellaneous, at current and inflation-adjusted prices, 2009-19
APPENDIX – FAN CHART FORECAST METHODOLOGY

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