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THE CHANGING
AMERICAN CONSUMER
CONNECTED
CONSUMER
MULTIGENERATIONAL
HOUSEHOLDS
MILLENNIALS
DECLINING
BIRTH RATES
SHECONOMYHYPERLOCALIZATION
SUPER
CONSUME...
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
Americans
are under
35years
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 average
own four
digital devices
70% own smart phones
Nearly 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 me...
Online Consumer Packaged Goods sales:
$25B growing 40%
Mobile retail is
gaining momentum
87% of smartphone and tablet owne...
Between now and the year 2030,
every single day,
10K baby boomers
will turn 65
By 2060, almost as many Americans over age ...
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 trillion
A third of all households toda...
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...
The way we eat is
permanently changing
47% of consumers snack
as a meal replacement
Americans spent
more at restaurants an...
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 multifami...
The concept of the
sharing economy,
the global view:
68% are willing to share their assets
for financial gain
66% are like...
AMERICA IS
CHANGINGARE
YOU?
THE CHANGING
AMERICAN CONSUMER
The Changing American Consumer
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The Changing American Consumer

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The Changing American Consumer. American consumers now are connected and distracted, multicultural, families less traditional than ever before, and their main concern after economy is health.

Publicada em: Marketing
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The Changing American Consumer

  1. 1. THE CHANGING AMERICAN CONSUMER
  2. 2. CONNECTED CONSUMER MULTIGENERATIONAL HOUSEHOLDS MILLENNIALS DECLINING BIRTH RATES SHECONOMYHYPERLOCALIZATION SUPER CONSUMER STAY-AT-HOME DADS ECONOMIC DIVIDE EMERGING MIDDLE CLASS BOOMERS GENERATION Y BROWNING OF AMERICA URBAN CONSUMER HOURGLASS ECONOMY POLARIZED CONSUMERS MARRYING OUT SILVER TSUNAMI GENERATION X
  3. 3. In 1970, 1 in 5 Americans were In 2018, 1 in 3 Americans will be In 2060, 1 in 2 Americans will be Multicultural
  4. 4. Every hour in the U.S.: • 147 new Latino births • 43 new Asian American births • 41 new African American births
  5. 5. >50% of Multicultural Americans are under 35years of age
  6. 6. 381 languages spoken in the U.S. 1 out of 5 people speaks a language other than English at home
  7. 7. 2015: 1 in 6 newlyweds marry across racial/ethnic lines 1965: Racial intermarriage was illegal in 1/3 of the country
  8. 8. Our all day #1 activity: CONSUME CONTENT Over 10 hours a day
  9. 9. On an average day: ~1M Americans use twitter to discuss TV Tweets are read by 11M unique Twitter users
  10. 10. Americans on average own four digital devices 70% own smart phones Nearly 50% own tablets
  11. 11. 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
  12. 12. Online Consumer Packaged Goods sales: $25B growing 40% Mobile retail is gaining momentum 87% 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
  13. 13. Between now and the year 2030, every single day, 10K baby boomers will turn 65 By 2060, almost as many Americans over age 85 as under age 5 turn 65
  14. 14. 78 million Boomers hold: 70% of disposable income, and account for 50% of CPG sales
  15. 15. By 2030 Millennials will make up 75% of the workforce, have spending power of $3.4 trillion A 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. 16. 16 million Americans identify as LGBT, up 26% over the past 5 years $830B in spending power
  17. 17. 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
  18. 18. The way we eat is permanently changing 47% of consumers snack as a meal replacement Americans spent more at restaurants and bars than grocery stores
  19. 19. 20% of households account for more than half of the US income earned Income inequality ratio is the widest gap ever
  20. 20. 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
  21. 21. The concept of the sharing economy, the global view: 68% are willing to share their assets for financial gain 66% are likely to use or rent products/services in a share community The sharing economy will surpass $3.5B this year $
  22. 22. AMERICA IS CHANGINGARE YOU?
  23. 23. THE CHANGING AMERICAN CONSUMER

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