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The Changing American Consumer
- 3. 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
- 4. In 1970, 1 in 5 Americans were In 2018, 1 in 3 Americans will be In 2060, 1 in 2 Americans will be Multicultural
- 5. Every hour in the U.S.: • 147 new Latino births • 43 new Asian American births • 41 new African American births
- 7. 381 languages spoken in the U.S. 1 out of 5 people speaks a language other than English at home
- 8. 2015: 1 in 6 newlyweds marry across racial/ethnic lines 1965: Racial intermarriage was illegal in 1/3 of the country
- 9. Our all day #1 activity: CONSUME CONTENT Over 10 hours a day
- 10. On an average day: ~1M Americans use twitter to discuss TV Tweets are read by 11M unique Twitter users
- 11. Americans on average own four digital devices 70% own smart phones Nearly 50% own tablets
- 12. 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
- 13. 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
- 14. 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
- 15. 78 million Boomers hold: 70% of disposable income, and account for 50% of CPG sales
- 16. 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
- 17. 16 million Americans identify as LGBT, up 26% over the past 5 years $830B in spending power
- 18. 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
- 19. 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
- 20. 20% of households account for more than half of the US income earned Income inequality ratio is the widest gap ever
- 21. 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
- 22. 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 $