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THE CHANGING AMERICAN CONSUMER
CONNECTED CONSUMER
MULTIGENERATIONAL HOUSEHOLDS
MILLENNIALS
DECLINING BIRTH RATES
SHECONOMY HYPERLOCALIZATION
SUPER CONSUMER
STAY-AT-HOME DADS
ECONOMIC DIVIDE
EMERGING MIDDLE CLASS
BOOMERSGENERATION Y
BROWNING OF AMERICA
URBAN CONSUMER
HOURGLASS ECONOMY
POLARIZED CONSUMERS
MARRYING OUT
SILVER TSUNAMI
GENERATION X
In 1970,
1 in 5 Americans were
In 2018,
1 in 3 Americans will be
In 2060,
1 in 2 Americans will be
Multicultural
Every hour in the U.S.:• 147 new Latino births• 43 new Asian American births• 41 new African American births
>50% of Multicultural Americansare under
35 years of age
381 languages spoken in the U.S.
1 out of 5 people speaks a language other than English at home
2015: 1 in 6 newlyweds marry across racial/ethnic lines
1965: Racial intermarriage was illegal in 1/3 of the country
Our all day #1 activity:CONSUME CONTENT
Over
10 hours a day
On an average day:~1M Americans use twitter to discuss TV
Tweets are read by 11M unique Twitter users
Americans on averageown four digital devices70% own smart phonesNearly 50% own tablets
But we are distracted
85% in the US use a mobile device while watching TV
48% of moms with kids <13 year-old use social media in the car
Young adults ages 18-24 are 2x more likely to use social media in the bathroom
Online Consumer Packaged Goods sales:
$25B growing 40%Mobile retail is gaining momentum87% of smartphone and tablet owners use a mobile device for shopping activities
Multicultural Millennials are 50% more likely to agree advertisements on mobile phones provides useful information about bargains
Between now and the year 2030,
every single day, 10K baby boomers will turn 65By 2060, almost as many Americans over age 85 as under age 5
turn 65
78 million Boomers hold:
70% of disposable income, and account for 50% of CPG sales
By 2030 Millennials will make up
75% of the workforce,
have spending power of $3.4 trillionA third of all households today include Millennials and Boomers
, but today, 16% are unemployed
Women control $4.3 trillion (73%) of U.S. spending
Women are the sole or primary breadwinners in 40% of U.S. households with children
16 million Americans identify as LGBT, up 26% over the past 5 years
$830B in spending power
health#1 U.S. consumer concern after the economy is
Half the world thinks they’re overweight
Sales of produce, health and wellness-oriented categories are growing stronger than center store sales
The way we eat is permanently changing47% of consumers snack as a meal replacement
Americans spentmore at restaurants and bars than grocery stores
20% of households account for more than half of the US income earned
Income inequality ratio is the widest gap ever
In 2018, 30% of new home completions will be multi-family units, twice as much as at the height of the boom
Most multifamily dwellings are rented
By 2018, home ownership will not rise above 65.5% of all householders
The concept of the sharing economy, the global view:
68% are willing to share their assets for financial gain66% are likely to use or rent products/services in a share communityThe sharing economy will surpass $3.5B this year
$
AMERICA IS CHANGING ARE
YOU?
THE CHANGING AMERICAN CONSUMER