Consumer Behavior 2012

Published by: Richard K. Miller & Associates

Published: Oct. 1, 2011 - 513 Pages

Table of Contents

PART I: THE AMERICAN CONSUMER

1 DEMOGRAPHIC OVERVIEW

1.1 Population Distribution

1.2 Households

1.3 Generational Demographics

1.4 Urban, Suburban and Rural Populations

1.5 Market Resources

2 CONSUMER SPENDING

2.1 Consumer Contribution to the GDP

2.2 Spending Assessment

2.3 Consumer Price Index

2.4 Market Resources

3 USE OF TIME

3.1 Americans’ Use of Time

3.2 Daily Activities

3.3 Older Americans

3.4 Students

3.5 Market Resources

4 USE OF MEDIA & THE INTERNET

4.1 State Of The Media

4.2 Time Spent Using Media

4.3 U.S. Internet Users

4.4 Online Activities

4.5 Trends In Internet and Mobile Activities

4.6 Market Resources

5 CONSUMER INCOME & WEALTH

5.1 Household Income

5.2 Income Distribution

5.3 Income by State

5.4 Household Wealth

5.5 Wealth Distribution

5.6 Personal Savings

5.7 Market Resources

6 CONSUMER DEBT

6.1 Household Debt

6.2 Mortgage Debt

6.3 Credit Card Debt

7 CONSUMER CONFIDENCE

7.1 Overview

7.2 Consumer Comfort Index

7.3 Consumer Confidence Index

7.4 Consumer Sentiment Index

7.5 Current Economic Conditions

7.6 Gallup Polls

7.7 LJS National Poll

7.8 RBC CASH Index

7.9 TIPP Indices

PART II: BEHAVIORAL ANALYSES

8 AT HOME

8.1 Furnishings and Home Improvement

8.2 Home Offices

8.3 Home Technologies

8.4 The American Home Of The Future

8.5 Market Resources

9 AWAY FROM HOME

9.1 Overview

9.2 Airports

9.3 Bars

9.4 Coffeehouses and Sandwich Shops

9.5 Convenience Stores

9.6 Drug Stores

9.7 Fast Food and Casual Dining Restaurants

9.8 Gas Stations

9.9 Grocery Stores

9.10 Health Clubs

9.11 Hospitals

9.12 Large Retail/Department Stores

9.13 Medical Offices

9.14 Movie Theaters

9.15 Public Transportation

9.16 Shopping Malls

9.17 Stadiums and Arenas

10 BRAND LOYALTY

10.1 The Loyalty Challenge

10.2 Increasing Loyalty

10.3 Influence of Social Network Connections

10.4 Impact of the Recession on Brand Loyalty

11 BUYING INFLUENCES

11.1 Top Influencers

11.2 Trust in Shopping Recommendations

11.3 Product Information

11.4 Word-of-Mouth

11.5 Shopping Influenced By Social Media

11.6 Online Consumer Reviews

12 GIFT GIVING

12.1 Overview

12.2 Characteristics of Gift Giving

12.3 Responsible Gift Giving

12.4 Wedding Gift Giving

12.5 Graduation Gift Giving

12.6 Returning Gifts

13 HEALTHY LIFESTYLES

13.1 Overview

13.2 Exercise

13.3 Healthy Eating

13.4 Obesity

13.5 Tobacco Use

14 INFLUENCE OF GASOLINE PRICES

14.1 Overview

14.2 Spending Cutbacks

14.3 Shifts In Spending

14.4 Demographic and Geographic Sensitivity

15 NECESSITIES & LUXURIES

15.1 Overview

15.2 Shifting Views of Necessity

16 POST-RECESSION CONSUMER BEHAVIOR

16.1 Impact Of The Great Recession

16.2 How Consumers Have Changed

16.3 How Consumers Have Cut Back

16.4 Pent-Up Demand

16.5 Recession-Proof Consumers

17 PREFERENCE FOR U.S. & LOCAL PRODUCTS

17.1 Made in America

17.2 Buying Local

18 PRIVACY & SECURITY CONCERNS

18.1 Access to Personal Information

18.2 Privacy Online

18.3 Mobile Privacy And Security

18.4 Online Security Concerns

18.5 Identity Theft/Fraud

19 RESPONSE TO ADVERTISING

19.1 Preferred Media For Ads

19.2 Effectiveness of Celebrity Endorsements

19.3 Online Ads Spur Consumer Action

19.4 Ad Awareness While Multitasking

19.5 Negative Response To Ads

19.6 Consumers Who Ignore Ads

20 SEGMENTATION OF CONSUMERS

20.1 Overview

20.2 Community-Based Segmentation

20.3 Customer Service Segmentation

20.4 Economic-Based Segmentation

20.5 Household-Based Segmentation

20.6 Market Resources

21 SHOPPING PREFERENCES

21.1 Brand Preferences

21.2 Choice

21.3 Cleanliness and Sanitation

21.4 Convenience

21.5 Customer Service

21.6 Expectations Online

21.7 Price vs. Quality

21.8 Self-Service

22 SOCIAL SHOPPING

22.1 Overview

22.2 Shopping Influenced By Social Media

22.3 Online Consumer Reviews

22.4 Daily-Deal Sites

22.5 Retailers On Social Networks

22.6 Sharing The Shopping Experience

23 SOCIALLY CONSCIOUS CONSUMERISM

23.1 Support For Socially Conscious Companies

23.2 Communications About Corporate Responsibility

23.3 Environmentally Focused Activities

23.4 Preference For Environmentally Friendly Products

23.5 Regional Variations

23.6 Volunteer Activities

24 TRANSACTIONS

24.1 Payment Method For Various Expenses

24.2 Online Transaction Preferences

24.3 Credit Card Use

24.4 Cash Payments

24.5 Electronic Bill Payment

24.6 Mobile Payment

25 VACATIONING

25.1 Overview

25.2 Benefits of Vacationing

25.3 Activities While Traveling

25.4 Working While On Vacation

26 WHY PEOPLE BUY

26.1 Overview

26.2 Brand Recognition

26.3 Compensatory Consumption

26.4 Hidden Forces That Shape Decisions

26.5 Impulsive Buying

26.6 In-Store Spending Budgets

26.7 Multiples

26.8 Shopping and the Brain

26.9 Media Touchpoints

26.10 Store Clutter

PART III: CUSTOMER BRAND PREFERENCES

27 BRAND ATTRACTION

27.1 Overview

27.2 Leap Index

28 CUSTOMER LOYALTY ENGAGEMENT

28.1 Overview

28.2 Customer Loyalty Engagement Rankings

28.3 Market Resources

29 CUSTOMER SATISFACTION

29.1 Overview

29.2 ACSI Scores

29.3 Market Resources

30 CUSTOMER SERVICE

30.1 Overview

30.2 Customer Service Champions

30.3 Market Resources

PART IV: CONSUMER SPENDING

31 FOOD & DINING

31.1 Overview

31.2 Restaurant Spending

31.3 Supermarket and Grocery Spending

31.4 Market Resources

32 HEALTHCARE

32.1 Out-of-Pocket Healthcare Spending

32.2 Market Resources

33 LEISURE

33.1 Spending for Leisure Activities

33.2 Market Resources

34 RETAIL

34.1 The U.S. Retail Sector

34.2 GAFO Spending

34.3 E-Commerce

34.4 Back-to-School

34.5 Christmas Season Holiday Spending

34.6 Market Resources

35 TRAVEL & TOURISM

35.1 Market Summary

35.2 Distribution of Spending

35.3 State-by-State Travel Spending

35.4 Activities While Traveling

35.5 Market Resources

PART V: ETHNIC FOCUS

36 AFRICAN-AMERICAN CONSUMERS

36.1 Profile

36.2 Buying Power

36.3 Population Centers

36.4 Internet and Mobile Usage

36.5 Black Consumer Trends

36.6 Market Resources

37 ASIAN-AMERICAN CONSUMERS

37.1 Profile

37.2 Buying Power

37.3 Population Centers

37.4 Internet and Mobile Usage

37.5 Market Resources

38 HISPANIC-AMERICAN CONSUMERS

38.1 Profile

38.2 State-by-State Hispanic Populations

38.3 Buying Power

38.4 Population Centers

38.5 Internet and Mobile Usage

38.6 Market Resources

39 JEWISH-AMERICAN CONSUMERS

39.1 Profile

39.2 Population Centers

40 MULTIRACIAL CONSUMERS

40.1 Multiracial Americans

40.2 Interracial Marriages

40.3 Market Resources

41 MUSLIM- & ARAB-AMERICAN CONSUMERS

41.1 Overview

41.2 Muslim-Americans

41.3 Arab-Americans

41.4 Population Centers

41.5 Market Resources

42 NATIVE-AMERICAN CONSUMERS

42.1 Profile

42.2 Buying Power

42.3 Population Centers

42.4 Market Resources

PART VI: GENDER FOCUS

43 FEMALE CONSUMERS

43.1 Profile

43.2 Mothers

43.3 Working Women

43.4 Working Mothers

43.5 Affluent Women

43.6 Shopping Characteristics

43.7 Purchasing Decision Making

43.8 Internet Use Among Females

43.9 Market Resources

44 MALE CONSUMERS

44.1 Profile

44.2 Fathers

44.3 Gender Roles Are Blurring

44.4 Internet Usage Among Males

44.5 Market Resources

PART VII: GENERATIONAL FOCUS

45 GENERATIONAL COMPARISONS

45.1 Unique Characteristics

45.2 Shopping

45.3 Use Of The Internet

45.4 Use Of Social Media

45.5 Use Of Cellphones and Mobile Devices

45.6 Market Resources

46 SENIOR CONSUMERS

46.1 Profile

46.2 Spending Power

46.3 General Characteristics

46.4 Media Activities

46.5 Market Resources

47 BABY BOOMER CONSUMERS

47.1 Profile

47.2 Spending Power

47.3 Generational Characteristics

47.4 Media Activities

47.5 Market Resources

48 GENERATION X CONSUMERS

48.1 Profile

48.2 Generational Characteristics

48.3 Spending Behaviors

48.4 Financial Security

48.5 Online and Mobile Activities

48.6 Market Resources

49 MILLENNIAL CONSUMERS

49.1 Profile

49.2 Buying Power

49.3 Generational Characteristics

49.4 Spending Behaviors

49.5 Media Activities

49.6 Market Resources

PART VIII: SEGMENTATION

50 AFFLUENT CONSUMERS

50.1 Profile

50.2 Population Centers of U.S. Affluence

50.3 Away-From-Home Activities

50.4 Use Of Media

50.5 Internet Usage Among Affluent Consumers

50.6 Market Resources

51 COLLEGE STUDENTS

51.1 Student Population

51.2 Spending

51.3 Use Of Technology

51.4 Market Resources

52 CONSUMERS WITH DISABILITIES

52.1 Profile

52.2 Market Assessment

52.3 Marketing to People With Disabilities

52.4 Market Resources

53 FAMILIES WITH CHILDREN

53.1 Profile

53.2 Cost of Raising Children

53.3 Shopping Characteristics

53.4 Intergenerational Households

53.5 Stepfamilies

53.6 Market Resources

54 FAMILY CAREGIVERS

54.1 Profile

54.2 Demographics

54.3 The Cost Of Caregiving

54.4 Support for Caregivers

54.5 Market Resources

55 GAY & LESBIAN CONSUMERS

55.1 Profile

55.2 Same-Sex Marriage

55.3 Buying Power

55.4 Population Centers

55.5 Activities

55.6 Internet Usage

55.7 Coming Out

55.8 Market Resources

56 IMMIGRANT CONSUMERS

56.1 Profile

56.2 U.S.-Born Children

56.3 Life In The U.S.

56.4 Assimilation

56.5 Future Growth

56.6 Market Resources

57 MARRIED COUPLES

57.1 Profile

57.2 Buying Power

57.3 Trends

57.4 Market Resources

58 MILITARY CONSUMERS

58.1 Overview

58.2 Buying Power

58.3 The Military Exchange System

59 PET OWNERS

59.1 Overview

59.2 Pets Owner Demographics

59.3 Pets As Family

59.4 Spending On Pets

59.5 Market Resources

60 RETIREES

60.1 Profile

60.2 Retiree Consumers

60.3 Financial Security

60.4 Trends in Retirement and Semi-retirement

60.5 Market Resources

61 SINGLE CONSUMERS

61.1 Overview

61.2 Growth of Singles Demographics

61.3 Cohabitation

61.4 Spending Power

61.5 Best Cities for Singles

61.6 Market Resources

PART IX: GEODEMOGRAPHICS

62 MEGAPOLITAN REGIONS

62.1 Overview

62.2 Megapolitan Regions Defined

62.3 Regional GDP

62.4 Population Projections

62.5 Market Resources

63 METROPOLITAN PROFILES

63.1 Overview

63.2 Atlanta

63.3 Baltimore

63.4 Birmingham

63.5 Boston

63.6 Charlotte

63.7 Chicago

63.8 Cleveland

63.9 Columbus

63.10 Dallas/Fort Worth

63.11 Denver

63.12 Detroit

63.13 Greenville/Spartanburg/Asheville

63.14 Hartford/New Haven

63.15 Houston

63.16 Kansas City

63.17 Las Vegas

63.18 Los Angeles

63.19 Miami/Fort Lauderdale

63.20 Milwaukee

63.21 Minneapolis/St. Paul

63.22 Nashville

63.23 New York City

63.24 Orlando

63.25 Philadelphia

63.26 Phoenix

63.27 Pittsburgh

63.28 Portland, Oregon

63.29 Raleigh-Durham

63.30 Sacramento

63.31 San Francisco

63.32 Seattle

63.33 St. Louis

63.34 Washington, D.C.

64 METROPOLITAN STATISTICAL AREAS

64.1 Overview

64.2 MSA Populations

65 MICROPOLITAN STATISTICAL AREAS

65.1 Overview

65.2 ìSA Populations

66 POPULATION SHIFTS

66.1 Overview

66.2 Relocation 2010

66.3 Interstate Migration Trends

66.4 New Residents

67 STATE ECONOMIC PROFILES

67.1 Overview

67.2 Personal Income

67.3 Unemployment Rate

67.4 Job Growth

68 STATE POPULATION PROFILES

68.1 Overview

68.2 State Populations

68.3 Median Age

68.4 Racial and Ethnic Distributions

68.5 Diversity

69 TOP-RANKED METROS

69.1 Buying Power

69.2 Employment Growth

69.3 Best Places For Business and Careers

69.4 Millionaires

69.5 Most Valuable Communities

69.6 Top Income Gains

70 WHERE AMERICANS WANT TO LIVE

70.1 Most Desirable Places To Live

70.2 Most Desirable States

70.3 Most Desirable Cities

PART X: CONSUMER MARKETING

71 ADVERTISING

71.1 Advertising Spending

71.2 Measured Ad Spending by Sector

71.3 Top Spending Advertisers

71.4 Market Resources

72 CAUSE MARKETING

72.1 Overview

72.2 Effectiveness

72.3 Cause Marketing Halo Awards

72.4 Market Resources

73 COUPONS

73.1 Coupon Redemption

73.2 Market Assessment

73.3 Online Coupons

73.4 Mobile Coupons

73.5 Daily-Deal Coupons

73.6 Market Resources

74 DIRECT MARKETING

74.1 Market Assessment

74.2 Direct Marketing Agencies

74.3 Direct Mail

74.4 Effectiveness

74.5 Market Resources

75 EMAIL MARKETING

75.1 Market Assessment

75.2 Email Metrics

75.3 Permission-based Email

75.4 Increasing Effectiveness

75.5 Email Video Marketing

75.6 Market Resources

76 EVENT & EXPERIENTIAL MARKETING

76.1 Overview

76.2 Market Assessment

76.3 Event Specialists

76.4 Effectiveness

76.5 Market Resources

77 LICENSING

77.1 Market Assessment

77.2 Top Licensors

77.3 Market Resources

78 LOCAL MARKETING

78.1 Market Assessment

78.2 Sources For Local Business Information

78.3 Online and Social Media Promotions

78.4 Market Resources

79 LOYALTY PROGRAMS

79.1 Market Assessment

79.2 Program Characteristics

79.3 Effectiveness

79.4 Market Resources

80 MOBILE MARKETING

80.1 Overview

80.2 Mobile Ad Spending

80.3 M-Commerce

80.4 Retailer Activities

80.5 Consumer Expectations For Mobile Ads

80.6 Location-Based Applications

80.7 QR Codes

80.8 Mobile Coupons

80.9 Market Resources

81 ONLINE MARKETING

81.1 Market Assessment

81.2 Online Ad Spending by Format

81.3 Online Ad Spending by Sector

81.4 Online Ad Spending by Objective

81.5 Top Ad-Selling Companies

81.6 Agencies

81.7 Display Ads

81.8 Online Video Ads

81.9 Search Engine Marketing

81.10 Market Resources

82 PROMOTIONS

82.1 Market Assessment

82.2 Promotion Agencies

82.3 Types of Promotions

82.4 Methods of Promotions

82.5 Market Resources

83 SENSORY MARKETING

83.1 Overview

83.2 The Influence of Music

83.3 Sensory Branding

83.4 Sensory-Focused Ads

84 SHOPPER MARKETING

84.1 Overview

84.2 In-Store Decision-Making

84.3 Market Assessment

84.4 In-Store TV

84.5 Market Resources

85 SOCIAL MARKETING

85.1 Overview

85.2 Brand Fans

85.3 Social Network Advertising

85.4 Brand Engagement On Social Networks

85.5 Market Resources

86 SPONSORSHIPS

86.1 Market Assessment

86.2 Spending By Sector

86.3 Market Resources

87 SPORTS MARKETING

87.1 Market Assessment

87.2 Market Leaders

87.3 Athlete Endorsements

87.4 Arena and Stadium Naming Rights

87.5 Market Resources

88 WORD-OF-MOUTH

88.1 Overview

88.2 WOM Programs

88.3 Peer-to-Peer Marketing

88.4 Marketing Guidelines

88.5 Viral Ads

88.6 Market Resources

APPENDIX A - MARKET RESEARCH SOURCES

A.1 Consumer Surveys and Opinion Polls

A.2 Retail Sales Reporting

A.3 Media Consumption Research

A.4 Geodemographic Segmentation

A.5 Tracking Consumers Online

A.6 Consumer-Focused Market Studies

APPENDIX B - MARKET RESOURCES

B.1 Academic Research Centers

B.2 Analysts

B.3 Periodicals

REFERENCES

Abstract

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