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


Attention: There is an updated edition available for this report.

This completely new Packaged Facts report provides a detailed and wide-ranging analysis and comparison of demographic trends and consumer attitudes and behaviors in six U.S. geographic regions: Northeast, East Central, West Central, Southeast, Southwest, and Pacific. An introductory chapter draws on Census Bureau, Bureau of Labor Statistics, and other key government and private sector data sources to provide an overview of major national trends and a guide to notable differences and similarities between the regions. Subsequent chapters draw on the most current (Spring 2005) and uniquely cross-tabbed Simmons Market Research Bureau survey data to paint a comprehensive picture of consumer demographics, opinions, and behaviors in each region. Detailed tables are provided on:

  • Household and individual demographics, including income, home ownership, education, and occupational data
  • Politics and religion, including organizational affiliations and attitudes on social issues such as recycling, pollution, and crime
  • Family, social, and work life, including attitudes on home entertaining and décor, child-rearing, 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, and 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, including demographic data and attitudes and behaviors related to leisure, finance, media and music, food, and sports

Each demographic and opinion item is quantified by raw number of survey respondents; regional and national percentages represented by that number; and a sophisticated relativity indexing system. Corresponding text highlights the most important trends and differences, drawing on relevant government and trade sources to explore the “whys” behind the most notable attitudes and behaviors in each region. A final chapter surveys major economic and social trends expected to shape regional demographics and attitudes in the near future, helping marketers in a wide variety of industries to meet the evolving needs of local markets across the country.

Report Methodology
The information in U.S. Regional Trends: Demographics, Attitudes and Consumer Behavior is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in regional U.S. market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

How You Will Benefit from this Report
If your company is interested in understanding key consumer traits based on regional differences, you will find this report invaluable, as it provides a comprehensive package of information and insight about U.S. consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. population according to regions of the country. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for consumers based on their region.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting consumers depending on regional traits.
  • Advertising agencies to develop messages and images that compel people in different parts of the country to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope and Methodology
      • Definition of Marketing Regions
      • Research Methodology
    • Introduction
      • Demographic Overview
        • Table Individuals and Households in the U.S.: By Region, 2005 (in millions)
      • Religious and Sociopolitical Outlook
    • Northeast
      • A Populous and Affluent Region
      • Key Minority Populations
      • High Interest in New Trends
      • Internet Drains Viewers from Multiple Media
    • East Central
      • More Rural, Less Affluent Households
      • A Clearly Conservative Region
    • West Central
      • White, Middle-Class Stronghold
      • Shopping Habits Driven by Price, Comfort, Function—Not Fashion
    • Southeast
      • Lower Incomes, Older Population
      • TV More Dominant in Information, Advertising Influence
    • Southwest
      • Households Inflated by Regional "Baby Boom"
      • Immigration Creating a "Majority-Minority" Region
    • Pacific
      • Younger, Larger, Wealthier Families
      • Population Shaped by Heavy Migration and Immigration
      • Strong Skew to Liberal Political and Social Views
    • Looking Ahead
      • Rapidly Aging Population in Central, Western States
      • Metropolitan Growth Picks Up in the East
      • High Birth, Immigration Rates Among Minorities
      • Repercussions of Katrina
      • Kids Drive Evolution in Social and Consumer Attitudes
  • Executive Summary - Highlights
  • Introduction
    • National Overview of U.S. Consumer Demographics, Attitudes, and Behavior
      • Demographic Overview
        • Table Individuals and Households in the U.S.: By Region, 2005 (in millions)
      • Religious and Sociopolitical Outlook
        • Table Selected Social and Religious Attitudes of U.S. Adults, 2005 (percent)
      • Television Dominates Entertainment, Information
        • Table Selected Media and Internet Attitudes and Behaviors of U.S. Adults, 2005 (percent)
      • Shoppers Stray from Specialty Stores, Driven by Price
        • Table Selected Shopping Attitudes and Behavior of U.S. Adults, 2005 (percent)
      • Interest in Healthy Living, Eating Strong Nationwide
        • Table Selected Food, Health, and Medicine-related Attitudes and Behavior of U.S. Adults, 2005 (percent)
  • Introduction - Highlights
  • Northeast
    • Adult Demographics, Attitudes, and Behavior
      • A Populous and Affluent Region
      • Left-Leaning Social Attitudes
      • Making Money, Spending Money
      • Advertising, Media, and the Internet
      • Strong Focus on Health in Food, Medicine, and Fitness
        • Table Household Demographic Overview: Northeast Region, 2005
        • Table Population Demographic Overview: Northeast Region, 2005
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: ortheast Region, 2005
        • Table Overview of Family Life, Social Life, and Work Life Perspectives:
        • Table Financial Attitudes and Behaviors: Northeast Region, 2005
        • Table Shopping Attitudes and Behaviors: Northeast Region, 2005
        • Table Apparel-Related Attitudes and Behaviors: Northeast Region, 2005
        • Table Media- and Technology-Related Attitudes and Behaviors: Northeast Region, 2005
        • Table Automobile-Related Attitudes and Behaviors: Northeast Region, 2005
        • Table Internet-Related Attitudes and Behaviors: Northeast Region, 2005
        • Table Food-Related Attitudes and Behaviors: Northeast Region, 2005
        • Table Medical Attitudes and Behaviors: Northeast Region, 2005
        • Table Participation in Fitness and Sports Activities: Northeast Region, 2005
    • Kids' and Teens' Demographics, Attitudes, and Behaviors
      • Demographic Overview
      • More Trendy, Less Judgmental?
      • Strong Media Involvement Among Teens
      • Food, Health and Fitness
        • Table Overview of Kids' Demographics: Northeast Region, 2005
        • Table Overview of Teen Demographics: Northeast Region, 2005
        • Table Overview of Kids' Attitudes and Behaviors: Northeast Region, 2005
        • Table Overview of Teen Attitudes and Behaviors: Northeast Region, 2005
  • Northeast - Highlights
  • East Central
    • Adult Demographics, Attitudes, and Behaviors
      • More Rural, Less Affluent Households
      • Low Educational Attainment and Few Professional Jobs
      • A Clearly Conservative Region
      • Wealth and Money Not Important Social Forces
      • Loyal and Conservative Consumers
      • Trailing in Media and Internet Trends
      • Below Average in Healthy Living
        • Table Household Demographic Overview: East Central Region, 2005
        • Table Population Demographic Overview: East Central Region, 2005
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations:
        • Table Overview of Family Life, Social Life, and Work Life Perspectives:
        • Table Financial Attitudes and Behaviors: East Central Region, 2005
        • Table Shopping Attitudes and Behaviors: East Central Region, 2005
        • Table Automobile-Related Attitudes and Behaviors: East Central Region, 2005
        • Table Media- and Technology-Related Attitudes and Behaviors: East Central Region, 2005
        • Table Internet-Related Attitudes and Behaviors: East Central Region, 2005
        • Table Apparel-Related Attitudes and Behaviors: East Central Region, 2005
        • Table Food-Related Attitudes and Behaviors: East Central Region, 2005
        • Table Medical Attitudes and Behaviors: East Central Region, 2005
        • Table Participation in Fitness and Sports Activities: East Central Region, 2005
    • Kids' and Teens' Demographics, Attitudes, and Behavior
      • Demographic Overview
      • East Central Kids Less Media-Savvy
      • Teens Resist Advertising, Respond to Peer Groups
      • Teens Above Average in Music Awareness, Internet Use
      • Teen Financial Attitudes Mirror Parents'
      • Sports and Recreation Participation Below Average
        • Table Overview of Kids' Demographics: East Central Region, 2005
        • Table Overview of Teen Demographics: East Central Region, 2005
        • Table Overview of Kids' Attitudes and Behaviors: East Central Region, 2005
        • Table Overview of Teen Attitudes and Behaviors: East Central Region, 2005
  • East Central - Highlights
  • West Central
    • Adult Demographics, Attitudes, and Behavior
      • White, Middle-Class Stronghold
      • Political, Social Attitudes Skew "Middle of the Road"
      • Shopping Habits Driven by Price, Comfort, Function—Not Fashion
      • Advertising and Media Involvement Skews Low
      • Unhealthy Habits More Prevalent
        • Table Household Demographic Overview: West Central Region, 2005
        • Table Population Demographic Overview: West Central Region, 2005
        • Table Financial Attitudes and Behaviors: West Central Region, 2005
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations:
        • Table Overview of Family Life, Social Life, and Work Life Perspectives:
        • Table Shopping Attitudes and Behaviors: West Central Region, 2005
        • Table Apparel-Related Attitudes and Behaviors: West Central Region, 2005
        • Table Automobile-Related Attitudes and Behaviors: West Central Region, 2005
        • Table Media- and Technology-Related Attitudes and Behaviors: West Central Region, 2005
        • Table Internet-Related Attitudes and Behaviors: West Central Region, 2005
        • Table Food-Related Attitudes and Behaviors: West Central Region, 2005
        • Table Medical Attitudes and Behaviors: West Central Region, 2005
        • Table Participation in Fitness and Sports Activities: West Central Region, 2005
    • Kids' and Teens' Demographics, Attitudes, and Behaviors
      • Demographic Overview
      • Kids Share Media Aversion, Favor Peer Groups
      • Teens More Influenced by Peers and Internet
      • Health Awareness Strong Among Teens
      • Sports Important to Kids and Teens
        • Table Overview of Kids' Demographics: West Central Region, 2005
        • Table Overview of Teen Demographics: West Central Region, 2005
        • Table Overview of Kids' Attitudes and Behaviors: West Central Region, 2005
        • Table Overview of Teen Attitudes and Behaviors: West Central Region, 2005
  • West Central - Highlights
  • Southeast
    • Adult Demographics, Attitudes, and Behaviors
      • Lower Incomes, Older Population
      • Retiree and Mobile Home Capital of the Nation
      • Ultraconservative and Evangelical
      • Shoppers Focused on Price
      • TV More Dominant in Information, Advertising Influence
      • Focused on Health, But Favoring Fast Food
        • Table Household Demographic Overview: Southeast Region, 2005 (U.S. households)
        • Table Population Demographic Overview: Southeast Region, 2005 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Southeast Region, 2004 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Southeast Region, 2004 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Media- and Technology-Related Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Southeast Region, 2004 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Southeast Region, 2004 (U.S. adults)
    • Kids' and Teens' Demographics, Attitudes, and Behavior
      • Densest Population of Black Kids and Teens
      • Media Exerts Stronger Pull on Young Consumers
      • Teens More Tech and Fashion-Savvy Than Parents
      • Poor Eating Patterns, But Physical Activity Skews High
        • Table Overview of Kids' Demographics: Southeast Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Southeast Region, 2005 (U.S. children age 12-17)
        • Table Overview of Kids' Attitudes and Behaviors: Southeast Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Attitudes and Behaviors: Southeast Region, 2005 (U.S. children age 12-17)
  • Southeast - Highlights
  • Southwest
    • Adult Demographics, Attitudes, and Behaviors
      • A Transformed Region, A Displaced Populace
      • Households Inflated by Regional "Baby Boom"
      • Educational Attainment Low, But Set to Improve
      • Democrats in Name, Republicans in Practice?
      • Family, Friends Important in Shopping and Other Activities
      • Media Involvement Skews High, But Internet a Minor Influence
      • Healthy Living Curtailed by Busy Lifestyle
        • Table Household Demographic Overview: Southwest Region, 2005 (U.S. households)
        • Table Population Demographic Overview: Southwest Region, 2005 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Southwest Region, 2005 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Southwest Region, 2005 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Media- and Technology-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Southwest Region, 2005 (U.S. adults)
    • Kids' and Teens' Demographics, Attitudes, and Behavior
      • Heavy Skew to Younger Kids, Hispanic Population
      • TV a Massive Influence on Region's Youth
      • Teens More Status- and Media-Obsessed
      • Plenty of Leisure Time for Young Southwesterners
        • Table Overview of Kids' Demographics: Southwest Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Southwest Region, 2005 (U.S. children age 12-17)
        • Table Overview of Kids' Attitudes and Behaviors: Southwest Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Attitudes and Behaviors: Southwest Region, 2005 (U.S. children age 12-17)
  • Southwest - Highlights
  • Pacific
    • Adult Demographics, Attitudes, and Behavior
      • Younger, Larger, Wealthier Families
      • Education Skews High at Top and Bottom of Scale
      • Strong Skew to Liberal Political and Social Views
      • Style- and Trend-Conscious Shoppers
      • Internet a Massive Influence Across All Aspects of Life
      • Healthy Living, Healthy Eating
        • Table Household Demographic Overview: Pacific Region, 2005 (U.S. households)
        • Table Population Demographic Overview: Pacific Region, 2005 (U.S. adults)
        • Table Overview of Political and Religious Perspectives and of Organizational Affiliations: Pacific Region, 2005 (U.S. adults)
        • Table Overview of Family Life, Social Life, and Work Life Perspectives: Pacific Region, 2005 (U.S. adults)
        • Table Shopping Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Financial Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Automobile-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Media- and Technology-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Internet-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Apparel-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Food-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Medical Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
        • Table Participation in Fitness and Sports Activities: Pacific Region, 2005 (U.S. adults)
    • Kids' and Teens' Demographics, Attitudes, and Behavior
      • Strong Skew to Pre-Teens, Hispanic, and Asian Populations
      • Kids Driven by Fame, Less Fond of TV
      • Teens More Jaded About Media, Shopping
      • Older Kids More Active, Connected to Family
        • Table Overview of Kids' Demographics: Pacific Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Demographics: Pacific Region, 2005 (U.S. children age 12-17)
        • Table Overview of Kids' Attitudes and Behaviors: Pacific Region, 2005 (U.S. kids age 6-11)
        • Table Overview of Teen Attitudes and Behaviors: Pacific Region, 2005 (U.S. children age 12-17)
  • Pacific - Highlights
  • Looking Ahead
    • Trends and Opportunities
      • Rapidly Aging Population in Central, Western States
      • Metropolitan Growth Picks Up in the East
      • High Birth, Immigration Rates Among Minorities
      • Untapped Spending Power in Minority Populations
      • Repercussions of Katrina
      • Demographic Shift in America's Youth
        • Table Kids and Teens in the U.S., by Region (in millions)
      • Higher Skew to Future Racial Composition of Regions
      • Evolving Social and Consumer Attitudes
      • Kids and Teens Put Regions Online
      • Healthy Trends Skew Up and Down

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