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U.S. Regional Trends: Demographics, Attitudes and Consumer Behavior

This fully updated Packaged Facts report provides a detailed and wide-ranging survey of demographic trends, consumer attitudes and behaviors in six U.S. geographic regions: Northeast, East Central, West Central, Southeast, Southwest and Pacific. An introductory chapter employs key government and private sector data sources to provide an overview of major national trends and point out notable differences between the regions, while also surveying the economic and social trends set to shape regional demographics and attitudes in the future, to help marketers in a wide variety of industries meet the evolving needs of local markets across the country. Region-focused chapters draw on uniquely cross-tabulated Simmons Market Research Bureau consumer survey data for Spring 2007 to paint a comprehensive picture of consumer demographics, opinions and behaviors. For each region, the report provides detailed tables on:

  • Household demographics, including income, home ownership, household composition and metropolitan-area density.
  • Population and individual demographics, including age, race, education and occupational data.
  • Politics and religion, including organizational affiliations and attitudes on the environment, faith and other issues.
  • Family, social, and work life, including attitudes on child-rearing, self-perceptions and occupational preferences and aspirations.
  • Shopping, including attitudes about keeping up with the latest trends and the influence of friends and family; opinions on advertising, brand name and price considerations; and retail store preferences.
  • Finance, including attitudes about researching and purchasing financial services and making retirement investments.
  • Automobiles, including opinions on the importance of style and safety, domestic vs. foreign cars and research and purchasing habits.
  • Media and Technology, including awareness of and opinions on ads in various media; personal use of magazines, newspapers, radio, television and movies; and shopping habits in technology and electronics.
  • The Internet, including attitudes about and uses of the Internet; and online information-gathering and shopping behaviors.
  • Apparel, including attitudes about fashion, function and comfort; and opinions on the importance of name-brand labels and major retailers.
  • Food, including general preferences about food, eating out and cooking at home; opinions and habits related to diets and dieting, fast food and convenience foods; and attitudes related to good nutrition.
  • Medicine, including attitudes on doctor visits, prescription and non-prescription medications, and methods of researching health issues
  • Fitness and Sports, including data on individual participation in nearly 50 sports and fitness activities.
  • Kids and Teens, on a region by region basis, including demographic data and young people’s attitudes and behaviors related to family, leisure, finance, media and music, food and sports.

Insightful analysis highlights key trends for each region, while also painting a broad portrait of each region’s unique character.


  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Research Methodology
    • Trend Overview and Market Outlook
      • Population Overview
      • Pacific the Most Youthful Region
        • Table Political Outlook and Party Affiliation of U.S. Adults, 2007 (percent)
    • Northeast
      • A Densely Populated, Slow-Growing Region
      • Concentration of Wealth
    • East Central
      • Blue-Collar, Suburban and Rural Region
      • The Rust Belt
      • Family-Based Households
    • West Central
      • Middle-of-the-Road Values and Behaviors
      • Lacking Youthful, Multicultural Energy
    • Southeast
      • Lower Incomes Despite Growing Cities
      • Modest Incomes
      • Low Educational Attainment
      • Republican, Christian Stronghold
    • Southwest
      • Texas Leads Region with Young Cities
      • Lower Household Incomes and Investments
      • Many People Under One Roof
    • Pacific
      • Population Shifts to Inland Communities
      • Young and Racially Distinctive
      • Leftish Political Perspectives
  • Chapter Trend Overview and Market Outlook - Highlights
  • Trend Overview and Market Outlook
    • Population Overview
      • Table Number of Adults and Households in the United States: By Region, 2007 (in millions)
      • Looking Ahead: Water Problems Will Challenge Growth
      • Looking Ahead: Rural Areas Seeing Fresh Residents
      • Pacific the Most Youthful Region
        • Table Number of Teens and Kids in the United States: By Region, 2007 (in thousands)
      • Looking Ahead: Aging Populations Will Dampen Some Regional Economies
        • Table Share of U.S. Population: By Age, 2007 (percent of adults)
      • Northeast the Wealthiest, Southwest the Poorest
      • Races Unevenly Distributed Across Regions
        • Table Share of U.S. Population: By Race/Ethnicity (percent of adults)
      • Looking Ahead: Minority Buying Power to Increase
      • Political and Lifestyle Outlooks
        • Table Political Outlook and Party Affiliation of U.S. Adults, 2007 (percent)
        • Table Top Lifestyle Attitudes Among U.S. Adults, 2007 (percent)
      • Shopping Attitudes
        • Table Top Shopping and Spending Attitudes Among U.S. Adults, 2007 (percent)
      • Media Attitudes
        • Table Top Media-Related Attitudes/Habits Among U.S. Adults, 2007 (percent)
      • Health, Fitness and Eating
        • Table Selected Health-Related Attitudes/Habits Among U.S. Adults, 2007 (percent)
      • Looking Ahead: Are Americans Getting Healthier or Unhealthier?
      • Looking Ahead: Catastrophic Events Cause Demographic Shifts
  • Chapter Northeast - Highlights
  • Northeast
    • Adult Demographics, Attitudes and Behavior
      • A Densely Populated, Slow-Growing Region
      • Concentration of Wealth
      • Tighter Living Quarters
      • Proportionately Fewer Hispanics, More Asians
      • Dedicated Students Find Well-Paying Jobs
      • Liberal Leaning
        • Table Political Outlook: Northeast Region, 2007 (index)
      • Memberships Reflect Liberal Values
      • Comparison Shoppers
      • Brand and Trend-Conscious Consumers
      • Strong Desire for New Goods
        • Table Selected Clothing and Fashion-Related Attitudes: Northeast Region, 2007 (index)
      • Ads and Public Transportation
      • Written Media Consumption High, Shifting Toward Internet
        • Table Internet-Related Attitudes: Northeast Region, 2007 (index)
      • Concern for Nutrition and Health
      • Recreation Skews to Cold-Weather, Gym-Based Activities
        • Table Household Demographic Overview: Northeast Region, 2007 (U.S. households)
        • Table Population Demographic Overview: Northeast Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Northeast Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life and Work Life Perspectives: Northeast Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Media and Technology-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Northeast Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • Adult Demographics Reflected in Youth
      • Kids and Teens Don't Enjoy TV
      • Internet and Video Games Popular
      • Identity Not Tied to Fashion or Music
      • Teens Healthier Than Average
        • Table Teen Attitudes Toward Fashion, Identity and Individuality: Northeast Region, 2007 (index)
        • Table Overview of Kids' Demographics: Northeast Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: Northeast Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Northeast Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: Northeast Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports & Recreational Activities: Northeast Region, 2007 (U.S. children age 12-17)
  • Chapter East Central - Highlights
  • East Central
    • Adult Demographics, Attitudes and Behavior
      • Blue-Collar, Suburban and Rural Region
      • The Rust Belt
      • Family-Based Households
      • Less Expensive Housing
      • White, Young Adults
      • Blue-Collar Workers with Moderate Education
      • Centered Politically, Leaning Right
      • Low Environmental Concern
        • Table Attitudes and Behavior with Regard to the Environment: East Central Region, 2007 (index)
      • Clubs and Organizations
      • Resigned Outlook on Life
      • Low Interest in Finances
        • Table Selected Personal Statements: East Central Region, 2007 (index)
      • Non-Trendy Shoppers
      • U.S. Car Lovers
      • Traditional Media Still Reign Over Internet
      • Not Healthy or Conscientious Eaters
      • Behind Medical Trends
      • Infrequent Exercisers
        • Table Household Demographic Overview: East Central Region, 2007 (U.S. households)
        • Table Population Demographic Overview: East Central Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: East Central Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: East Central Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Media- and Technology-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: East Central Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • Demographic Overview
      • East Central Teens More Internet-Savvy Than Parents
      • Kids Susceptible to Advertising, But Dislike TV
      • Teens Find Identity in Music, Not Fashion
      • Teens Prefer Cash
        • Table Teen Attitudes About Music: East Central Region, 2007 (index)
      • Enjoy Unhealthy Foods and Eating Out
      • Sports and Recreation Participation Average
        • Table Overview of Kids' Demographics: East Central Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: East Central Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: East Central Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: East Central Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports, & Recreational Activities: East Central Region, 2007 (U.S. children age 12-17)
  • Chapter West Central - Highlights
  • West Central
    • Adult Demographics, Attitudes and Behavior
      • Middle-of-the-Road Values and Behaviors
      • Low Population Density
      • Lacking Youthful, Multicultural Energy
      • Small Households
      • Middle-Class Stronghold, Few Super-Rich
        • Table Value of Securities Owned: West Central Region, 2007 (index)
      • Middle-Class Houses
      • College Educations Sought Elsewhere
      • Employment
      • Politically and Socially Average
      • Community-Minded
      • Non-Indulgent Parents
        • Table Parental Involvement with Kids : West Central Region, 2007 (index)
      • A Tough Market for New Brands and Stores
      • Shopping Not Enjoyable or Social
        • Table Selected Lifestyle Statements Regarding Friends: West Central Region, 2007 (index)
      • Not Impressed by Fashion or Latest Technology
      • Slow to Embrace New Media
      • Practical Attitudes Toward Cars
      • Entrenched Eating Habits
      • Aversion to Doctors and Medicine
      • The Great Outdoors
        • Table Household Demographic Overview: West Central Region, 2007 (U.S. households)
        • Table Population Demographic Overview: West Central Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: West Central Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: West Central Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Media and Technology-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: West Central Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • Demographic Overview
      • Clothes Help Teens Fit In
      • Teens Stay in Comfort Zones
        • Table Teen Attitudes Toward Conventionality and Peer-Approval: West Central Region 2007 (index)
      • Optimistic and Interested
      • Media Choices Favor Electronics
      • Teens and Kids Live Healthy Lifestyles
        • Table Overview of Kids' Demographics: West Central Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: West Central Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: West Central Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: West Central Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports, & Recreational Activities: West Central Region, 2007 (U.S. children age 12-17)
  • Chapter Southeast - Highlights
  • Southeast
    • Adult Demographics, Attitudes and Behavior
      • Lower Incomes Despite Growing Cities
      • Modest Incomes
      • Less Expensive Housing
      • Interest in Finances
      • Smaller, Older Households Predominate
      • Not Many Young Adults
      • High Percentages of African Americans
      • Low Educational Attainment
      • Weak Employment Market
      • Republican, Christian Stronghold
      • Church and Family-Oriented Social Attitudes
      • More Interested in Clothes Than Electronics
      • TV Dominates Other Media, Including Internet
        • Table Sources of Entertainment: Southeast Region, 2007 (index)
      • Cars Used for Long-Distance Travel; Warming to Foreign Models
      • Frequent Users of Medicine
        • Table Selected Medical Attitudes and Behaviors: Southeast Region, 2007 (index)
      • Unhealthy Lifestyles
      • Infrequent Exercisers
        • Table Household Demographic Overview: Southeast Region, 2007 (U.S. households)
        • Table Population Demographic Overview: Southeast Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Southeast Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Southeast Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Media and Technology-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Southeast Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • More Girls Than Boys, Less White Than Adults
      • TV and Music Preferred to Video Games
      • Teens Influenced by Friends, Desire to Be Noticed
      • Unhealthy Eating and Exercise Habits
        • Table Teen Social Attitudes: Southeast Region, 2007 (index)
        • Table Overview of Kids' Demographics: Southeast Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: Southeast Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Southeast Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: Southeast Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports, & Recreational Activities: Southeast Region, 2007 (U.S. children age 12-17)
  • Chapter Southwest - Highlights
  • Southwest
    • Adult Demographics, Attitudes and Behavior
      • Texas Leads Region with Young Cities
      • Lower Household Incomes and Investments
      • Many People Under One Roof
      • Kids a Priority, Influence Adult Behavior
      • Young and Hispanic
        • Table Parental Attitudes and Behavior Toward Children: Southwest Region, 2007 (index)
      • Striving to Improve Education
      • Diverse Employment Opportunities
      • Conservative Attitudes
      • Work Takes Precedence Over Community
        • Table Selected Work and Social Perspectives: Southwest Region, 2007 (index)
      • Mainstream Shoppers
      • Traditional Media Still Enjoyed
      • Internet for Entertainment, Not Shopping
      • Knowledgeable About Cars
      • Food Needs to Be Fast
      • Medicine for a Quick Fix
      • Little Emphasis on Health or Physical Activity
        • Table Household Demographic Overview: Southwest Region, 2007 (U.S. households)
        • Table Population Demographic Overview: Southwest Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Southwest Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Southwest Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Media and Technology-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Southwest Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • Hispanic Population Skews Toward Males
      • Close Families in General
      • Socially Minded
      • Video Games Preferred to TV/Internet
      • Not Outward Looking
        • Table Selected Teen Attitudes About Culture and Society: Southwest Region, 2007 (index)
      • Army Held in High Regard
      • Conflicting Fashion Attitudes
      • Not Health Conscious
        • Table Overview of Kids' Demographics: Southwest Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: Southwest Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Southwest Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: Southwest Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports, & Recreational Activities: Southwest Region, 2007 (U.S. children age 12-17)
  • Chapter Pacific - Highlights
  • Pacific
    • Adult Demographics, Attitudes and Behavior
      • Population Shifts to Inland Communities
      • Dense Populations
      • Two-Tiered Society
      • Renting Favored Over Homeownership
      • Young and Racially Distinctive
      • Range of Educational Levels
      • Unique Employment Situations
      • Leftish Political Perspectives
      • Individualistic Attitudes
        • Table Individualistic Attitudes and Behaviors: Pacific Region, 2007 (index)
      • Efficient Shoppers Stay Close to Home
      • Friends Share Consumer Information
        • Table Sharing of Consumer Information with Friends: Pacific Region, 2007 (index)
      • Indoor and Outdoor Media
      • Internet-Wired
      • Prefer Foreign Autos to Domestic
      • Healthy Eaters with Gourmet Palates
      • "New Age" Bent
        • Table "New Age" Attitudes and Behaviors: Pacific Region, 2007 (index)
      • Medically Proactive
      • Active in the Great Outdoors
        • Table Household Demographic Overview: Pacific Region, 2007 (U.S. households)
        • Table Population Demographic Overview: Pacific Region, 2007 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Pacific Region, 2007 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Pacific Region, 2007 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Media and Technology-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Pacific Region, 2007 (U.S. adults)
    • Kids and Teen Demographics, Attitudes and Behavior
      • Hispanic Shift
      • Distance From Authority and Friends
        • Table Teen Disconnection from Life and Peers: Pacific Region, 2007 (index)
      • TV Scorned, Video Games Accepted
      • Low Ad Receptivity and Fashion Awareness
      • Moderate Exercisers
        • Table Overview of Kids' Demographics: Pacific Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Kids' Attitudes and Behaviors: Pacific Region, 2007 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Pacific Region, 2007 (U.S. children age 12-17)
        • Table Overview of Teen Attitudes and Behaviors: Pacific Region, 2007 (U.S. children age 12-17)
        • Table Teen Participation in Fitness, Sports, & Recreational Activities: Pacific Region, 2007 (U.S. children age 12-17)

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