Market Research Logo

Consumer Behavior 2019-2020

Consumer Behavior 2019-2020

Consumer spending accounts for 70% of the U.S. gross domestic product, or $11.6trillion. Consumer Behavior 2019-2020 assesses how this spending is distributed andthe consumer behaviors that affect spending.

Consumer Behavior 2019-2020 presents dozens of surveys analyzing consumerspending characteristics, behavioral responses, and preferences. Easy-to-readsummaries of current research and other information useful for retailers, marketers,advertisers, and business consultants are presented. W hile there are other publicationsfocusing on general consumer behavioral topics, Consumer Behavior 2019-2020 is theonly resource that integrates the full spectrum of applied consumer psychology,demographics, and purchasing influences with major consumer surveys.

The demographics chapters present valuable insight into 25 segments, including theHispanic, African-American, Asian-American, Baby Boomer, Generation X, Millennial,Gay & Lesbian, Affluent, and other consumer groups.

Over 650 website links - directly embedded into the electronic edition - will direct you toadditional market research and other resources.


PART I: THE AMERICAN CONSUMER
1 DEMOGRAPHIC OVERVIEW
1.1 Population Distribution
1.2 Median Age
1.3 Births
1.4 Generational Demographics
1.5 Race/Ethnicity Distribution
1.6 Overall Demographic Distribution
1.7 Market Resources
2 DEMOGRAPHIC TRENDS
2.1 Overview
2.2 U.S. Demographic Trends Of The 2000s
2.3 Demographic Trends Shaping The U.S. and The World
2.4 Impact Of Demographic Trends On Consumer Spending
2.5 Market Resources
3 CONSUMER INCOME & WEALTH
3.1 Household Income
3.2 Income Distribution
3.3 Income By State
3.4 Household Wealth
3.5 Market Resources
4 CONSUMER SPENDING
4.1 Consumer Contribution to the GDP
4.2 Spending Assessment
4.3 Household Spending
4.4 Retail Spending
4.5 Spending By Category
4.6 Spending By State
4.7 Market Resources
5 CONSUMER DEBT
5.1 Total U.S. Household Debt
5.2 Household Debt
5.3 Student Loans
5.4 Market Resources
6 HOUSEHOLDS & HOUSING
6.1 Households
6.2 Shared Households
6.3 Home Ownership
6.4 Home Values
6.5 Home Improvement
6.6 Vacation Homes
6.7 Market Resources
7 COMMUNITIES
7.1 Overview
7.2 Urban And Rural Populations
7.3 Population Growth Trends
7.4 Most Desirable Places To Live
7.5 Satisfaction With Communities
7.6 Generational Preferences
7.7 Important Community Attributes
7.8 Market Resources
8 WHERE PEOPLE WANT TO LIVE
8.1 Most Desirable States
8.2 Most Desirable Cities
8.3 Reasons For Wanting To Move
9 POPULATION MIGRATION
9.1 Overview
9.2 Migration Trends
9.3 Mobility Among Young Adults
9.4 Reasons For Moving
9.5 Metropolitan Relocation
9.6 Relocation Assessments
9.7 Market Resources
10 PERSONAL LIFE
10.1 Satisfaction With Personal Life
10.2 Personal Financial Situation
10.3 Economic Well-Being
10.4 Happiness
10.5 Personal Health
10.6 Market Resources
11 PERSONAL WELL-BEING
11.1 Overview
11.2 Well-Being Demographics
11.3 Well-Being by State
11.4 Well-Being by Metro
11.5 Market Resources
12 EDUCATION
12.1 Overview
12.2 Educational Attainment
12.3 Earnings Based On Education
12.4 Net Worth Of College Graduates
12.5 Market Resources
PART II: ACTIVITIES
13 USE OF TIME
13.1 Americans’ Use of Time
13.2 Older Americans
13.3 Students
13.4 Market Resources
14 USE OF MEDIA & THE INTERNET
14.1 Time Spent Using Media
14.2 Internet Access
14.3 Internet Use By Platform
14.4 Home Broadband
14.5 Smartphone Use
14.6 Online Activities
14.7 Digital Media Trends
14.8 Cross-Platform Access Of Content
14.9 Market Resources
15 CULTURAL ACTIVITIES
15.1 Public Participation In The Arts
15.2 Performing Arts Activities
15.3 Survey Of Metropolitan Areas
15.4 Market Resources
16 LEISURE ACTIVITIES
16.1 Time Spent On Leisure Activities
16.2 Top 10 Leisure Activities
16.3 Favorite Leisure Activities
16.4 Leisure Activities For Millennials
16.5 Leisure Time For Seniors
16.6 Vacations
16.7 Market Resources
17 SPORTS & RECREATION ACTIVITIES
17.1 Conditioning and Fitness
17.2 Individual Sports
17.3 Racquet Sports
17.4 Team Sports
17.5 Outdoor Sports
17.6 Water Sports
17.7 Winter Sports
17.8 Market Resources
18 HOW AMERICANS EAT
18.1 The U.S. Food Dollar
18.2 Distribution Of Daily Food Consumption
18.3 Dining Out
18.4 Eating At Home
18.5 Snacking
19 AWAY FROM HOME
19.1 Overview
19.2 Airports
19.3 Bars
19.4 Coffeehouses And Sandwich Shops
19.5 Convenience Stores
19.6 Drug Stores
19.7 Fast Food And Casual Dining Restaurants
19.8 Gas Stations
19.9 Grocery Stores
19.10 Health Clubs
19.11 Large Retail or Department Stores
19.12 Movie Theaters
19.13 Public Transportation
19.14 Shopping Malls
19.15 Stadiums And Arenas
20 WORK
20.1 The American Workforce
20.2 Time Spent Working
20.3 Job Satisfaction
20.4 Working At Home
20.5 Gig Work
20.6 Market Resources
21 USE OF TECHNOLOGY
21.1 Market Assessment
21.2 Household Ownership Of CE Products
21.3 Ownership Of Cellphones And Smartphones
21.4 Ownership Of Computers
21.5 Use Of Digital Voice Assistants
21.6 Impact Of Technology
21.7 Market Resources
22 USE OF TRANSPORTATION
22.1 Overview
22.2 Market Assessment
22.3 Travel To Work
22.4 Personal Travel
22.5 Driving
22.6 Vehicle Ownership
22.7 Market Resources
PART III: SHOPPING CHANNELS
23 IN-STORE SHOPPING
23.1 Shopping In-Store Vs. Online
23.2 Preference For In-Store
23.3 Shopping At Mall Retail Stores
23.4 The In-Store Experience
24 ONLINE SHOPPING
24.1 Why People Shop Online
26.2 Characteristics Of Online Shopping
24.3 Expectations Online
24.4 Selecting An Online Retailer
25 MOBILE SHOPPING
25.1 Overview
25.2 Market Assessment
25.3 Use Of Mobile Devices For Online Purchases
25.4 Customer Service For Mobile Shoppers
25.5 In-Store Mobile
26 PEER-TO-PEER SHOPPING
26.1 Overview
26.2 Market Assessment
26.3 Users Of Shared And On-Demand Services
26.4 Benefits Of The Sharing Economy
26.5 Market Resources
27 OMNICHANNEL SHOPPING
27.1 Overview
27.2 Web-Influenced Retail Sales
27.3 Physical Stores For E-Commerce Brands
27.4 Buy Online, Pick Up In-Store
28 VOICE-SEARCH SHOPPING
28.1 Use Of Digital Voice Assistants
28.2 Market Assessment
28.3 Voice-Search Promotions
PART IV: SHOPPING BEHAVIORS
29 BACK-TO-SCHOOL SHOPPING
29.1 Market Assessment
29.2 Back-to-School Spending
29.3 Back-to-College Spending
29.4 Market Resources
30 BRAND COMMUNICATIONS
30.1 Overview
30.2 Preferred Communications By Sector
30.3 Promotions
30.4 Customer Service
30.5 Email Communications
30.6 Text Message Communications
31 BRAND LOYALTY
31.1 How Brands Earn Loyalty
31.2 How Consumers Demonstrate Loyalty
31.3 Loyalty Attitudes By Gender
31.4 Brand Loyalty Among Millennials
31.5 Brand Preferences
31.6 Store Brands
31.7 Brand Loyalty In Travel
31.8 Increasing Brand Loyalty
32 BUSINESS SECTOR PERCEPTION
32.1 Consumer Impressions Of Sectors
32.2 Consumer Trust
33 BUYING AMERICAN-MADE
33.1 Preference For U.S.-Made Products
33.2 Buying American By Product Type
33.3 American-Made Brand Promotions
33.4 Market Resources
34 BUYING LOCAL
34.1 Overview
34.2 Patronizing Local Small Businesses
34.3 Locally Sourced Food Products
35 CONSUMER CONFIDENCE
35.1 Overview
35.2 Consumer Comfort Index
35.3 Consumer Confidence Index
35.4 Consumer Sentiment Index
35.5 Current Economic Conditions
35.6 Economic Confidence Index
35.7 Monthly U.S. Consumer Survey
36 CUSTOMER SATISFACTION
36.1 Overview
36.2 Factors Contributing To High Customer Satisfaction
36.3 Market Resources
37 DISCRETIONARY SPENDING
37.1 Spending Priorities
37.2 Necessities and Luxuries
38 ETHICALLY CONSCIOUS CONSUMERISM
38.1 Social Issues
38.2 Corporate Social Responsibility
38.3 Environmental Attitudes Among Adults And Teens
39 EXCLUSIVE OFFERS
39.1 Overview
39.2 Response To Exclusive Offers
39.3 Verification
40 GIFT CARDS
40.1 Market Assessment
40.2 Use Of Gift Cards
40.3 Shopping With Gift Cards
41 GIFT GIVING
41.1 Overview
41.2 Market Assessment
41.3 Graduation Gift Giving
41.4 Wedding Gift Giving
41.5 Returning Gifts and Re-Gifting
42 HOLIDAY SHOPPING
42.1 Market Assessment
42.2 Holiday Spending
42.3 Holiday Purchasing Trends
42.4 Thanksgiving Weekend Shopping
42.5 Post-Holiday Shopping
42.6 Challenges In Holiday Shopping
43 LOYALTY PROGRAM PARTICIPATION
43.1 Participation
43.2 Customer Incentives
43.3 Member Satisfaction
43.4 Travel Rewards Programs
44 PAYMENT PREFERENCES
44.1 Comparison Of Payment Methods
44.2 Credit and Debit Cards
44.3 How Americans Pay Their Bills
44.4 Point-Of-Sale Payments
44.5 Online Retail Payments
44.6 Proximity Mobile Payments
44.7 Market Resources
45 PRICING
45.1 Overview
45.2 Dynamic Pricing
45.3 Price-Matching
45.4 Personalized Pricing
45.5 Pricing Market Research
45.6 Pricing Research Centers
46 PRIVACY ISSUES
46.1 Overview
46.2 Attitudes About Privacy
46.3 Online Privacy
46.4 Violations Of Online Privacy
46.5 Sharing Data Through Third Parties
47 PURCHASE DECISION MAKING
47.1 Top Priorities
47.2 Deciding Where To Shop
47.3 Trust in Shopping Recommendations
47.4 Influence Of Social Media
47.5 Influence Of Brand Attributes
47.6 Deals and Bargains
47.7 Use Of Coupons
47.8 Impulse Buying
47.9 Buying Direct From Brands
48 RESPONSE TO ADVERTISING
48.1 Preferred Media For Ads
48.2 Positive Response To Ads
48.3 Negative Response To Ads
48.4 Response to Irrelevant Ads
48.5 Ignoring Ads
48.6 Ad Influence On Millennials
49 CUSTOMER SERVICE
49.1 Overview
49.2 Customer Service Channels
49.3 Consumer Opinions Of Customer Service
49.4 Customer Service Response By Segment
49.5 Customer Service For Problem Resolution
50 RESPONSE TO REVIEWS
50.1 Reading and Using Online Reviews
50.2 Response To Reviews
50.3 Posting Reviews
51 SHOPPING RESEARCH
51.1 Product Research
51.2 Cross-Channel Research
51.3 Comparison Shopping Websites
51.4 Research Via Mobile Devices
52 SPENDING FOR GOODS VS. EXPERIENCES
52.1 A Shift From Goods To Experiences
52.2 Experiential Gifting
52.3 Research Findings
53 TRUST IN BUSINESS
53.1 Trust In Companies
53.2 Trust Barometer
PART V: BRAND PREFERENCE SURVEYS
54 BRAND EQUITY
54.1 Overview
54.2 Top Brands Among Adults
54.3 Market Resources
55 BRAND INDEX
55.1 Overview
55.2 Top Ratings By Sector
55.3 Market Resources
56 CUSTOMER EXPERIENCE
56.1 Overview
56.2 Temkin Ratings
56.3 Top Rated by Sector
56.4 Market Resources
57 CUSTOMER LOYALTY ENGAGEMENT
57.1 Overview
57.2 Customer Loyalty Engagement Rankings
57.3 Market Resources
58 CUSTOMER SATISFACTION
58.1 Overview
58.2 ACSI Scores
58.3 Market Resources
59 LOYALTY PROGRAM SATISFACTION
59.1 Overview
59.2 Top Programs In Member Satisfaction
59.3 Market Resources
60 REPUTATION RANKING
60.1 Overview
60.2 Rankings 2017
60.3 Market Resources
PART VI: INCOME & WEALTH FOCUS
61 AFFLUENT CONSUMERS
61.1 Overview
61.2 Upper-Class Consumers
61.3 Affluent Consumers
61.4 Wealthy Consumers
61.5 Rich and Ultra-rich Consumers
61.6 Millionaire Households
61.7 Billionaire Households
61.8 Spending By High-Net-Worth Households
62 POPULATION CENTERS OF U.S. AFFLUENCE
62.1 Most Affluent ZIP Codes
62.2 Most Expensive ZIP Codes
62.3 Millionaire Households By State
62.4 Millionaire Households By Metropolitan Area
62.5 Market Resources
63 AFFLUENCE MARKET RESEARCH
63.1 Overview
63.2 Research Organizations and Publications
63.3 Market Resources
64 MIDDLE-CLASS CONSUMERS
64.1 Defining The Middle Class
64.2 Shrinking Of The Middle Class
64.3 Self-Subscribed Middle Class
64.4 Demographic Shifts
65 POVERTY & ECONOMIC INSECURITY
65.1 Poverty Rate
65.2 Economic Insecurity
65.3 Near Poverty
65.4 Market Resources
66 INCOME & WEALTH INEQUALITY
66.1 Overview
66.2 Economic Inequality Assessment
66.3 Current Trends
66.4 Analysis For Major U.S. Cities
66.5 Market Resources
PART VII: ETHNIC FOCUS
67 AFRICAN-AMERICAN CONSUMERS
67.1 Overview
67.2 Profile
67.3 Households, Income, and Expenditures
67.4 Buying Power
67.5 Population Centers
67.6 Education
67.7 Use Of Media
67.8 Market Resources
68 ARAB-AMERICAN CONSUMERS
68.1 Overview
68.2 Profile
68.3 Buying Power
68.4 Population Centers
68.5 Market Resources
69 ASIAN-AMERICAN CONSUMERS
69.1 Overview
69.2 Profile
69.3 Households, Income, and Expenditures
69.4 Buying Power
69.5 Educational Attainment
69.6 Population Centers
69.7 Market Resources
70 CAUCASIAN CONSUMERS
70.1 Overview
70.2 Profile
70.3 Population Centers
71 HISPANIC- & LATINO-AMERICAN CONSUMERS
71.1 Overview
71.2 Profile
71.3 Households, Income, and Expenditures
71.4 Buying Power
71.5 Population Centers
71.6 Hispanic Use Of Media
71.7 Market Resources
72 JEWISH-AMERICAN CONSUMERS
72.1 Overview
72.2 Profile
72.3 Buying Power
72.4 Population Centers
72.5 Market Resources
73 MUSLIM-AMERICAN CONSUMERS
73.1 Overview
73.2 Profile
73.3 Population Centers
73.4 Buying Power
73.5 Market Resources
74 NATIVE-AMERICAN CONSUMERS
74.1 Overview
74.2 Profile
74.3 Buying Power
74.4 Population Centers
74.5 Market Resources
75 MULTIRACIAL CONSUMERS
75.1 Multiracial Census
75.2 Self-Identification As Biracial
75.3 Profile
75.4 Market Resources
PART VIII: GENDER FOCUS
76 FEMALE CONSUMERS
76.1 Profile
76.2 Working Women
76.3 Mothers
76.4 Working Mothers
76.5 Use Of Media
76.6 Purchase Decision Making
76.7 Affluent Women
77 MALE CONSUMERS
77.1 Profile
77.2 Fathers
77.3 Blurring Gender Roles
77.4 Purchasing Decision Making
PART IX: GENERATIONAL FOCUS
78 GENERATIONAL COMPARISONS
78.1 Overview
78.2 Unique Characteristics
78.3 Generational Self-Identification
78.4 Spending
78.5 Shopper Profiles
79 SENIOR CONSUMERS
79.1 Profile
79.2 Daily Activities
79.3 Participation In The Arts For Leisure
79.4 Buying Power
79.5 Living Arrangements
80 BABY BOOMER CONSUMERS
80.1 Profile
80.2 Baby Boomer Households
80.3 Use Of The Internet
80.4 Working Boomers
80.5 Boomer Retiree Migration
81 GENERATION X CONSUMERS
81.1 Profile
81.2 Generational Characteristics
81.3 Spending
81.4 Debt
81.5 Personal Financial Goals
82 MILLENNIAL CONSUMERS
82.1 Profile
82.2 Generational Characteristics
82.3 Diversity
82.4 Buying Power
82.5 Living Arrangements
82.6 Shopping Attitudes
82.7 Use Of Social Networks
83 GENERATION Z CONSUMERS
83.1 Profile
83.2 Activities
83.3 Buying Power
83.4 Shopping Behaviors
83.5 Use Of Media And Technology
83.6 Use Of Social Media
83.7 Favorite Brands
PART X: SEGMENTATION
84 COLLEGE STUDENTS
84.1 Student Population
84.2 Spending
84.3 Use Of Technology
84.4 Market Resources
85 CONSUMERS WITH DISABILITIES
85.1 Profile
85.2 Market Assessment
85.3 Marketing To People With Disabilities
85.4 Market Resources
86 FAMILIES WITH CHILDREN
86.1 Profile
86.2 Working Parents
86.3 Cost Of Raising Children
86.4 Shopping With Children
86.5 Inter-Generational Households
86.6 Stepfamilies
86.7 Market Trends: Adult Children At Home
86.8 Centers For Family Research
87 FAMILY CAREGIVERS
87.1 Profile
87.2 Eldercare
87.3 Demographics Of Caregivers
87.4 The Cost Of Caregiving
87.5 Support For Caregivers
87.6 Market Resources
88 IMMIGRANT CONSUMERS
88.1 Profile
88.2 Second-Generation Americans
88.3 U.S.-Born Children Of Immigrants
88.4 Life In The U.S.
88.5 Assimilation
88.6 Future Growth
88.7 Market Resources
89 LGBT CONSUMERS
89.1 Profile
89.2 Coming Out Survey
89.3 Same-Sex Marriage
89.4 Same-Sex Households
89.5 Buying Power
89.6 Population Centers
89.7 Activities
89.8 Internet Usage
89.9 Market Resources
90 MARRIED COUPLES
90.1 Profile
90.2 Buying Power
90.3 Trends
90.4 Intermarriage
90.5 Research Centers
91 MILITARY CONSUMERS
91.1 Active Personnel
91.2 Veterans
91.3 Buying Power
91.4 The Military Exchange System
92 PET OWNERS
92.1 Overview
92.2 Pet Owners Demographics
92.3 Pets As Family
92.4 Spending On Pets
92.5 Market Resources
93 RETIREES
93.1 Overview
93.2 Age Of Retirement
93.3 Retiree Consumers
93.4 Saving For Retirement
93.5 Financial Security
93.6 Moving In Retirement
93.7 Trends in Retirement and Semi-Retirement
93.8 Market Resources
94 SINGLE CONSUMERS
94.1 Overview
94.2 Single-Person Households
94.3 Cohabitation
94.4 Single Parents
94.5 Spending Power
94.6 Singles Geodemographics
94.7 Market Resources
PART XI: GEODEMOGRAPHICS
95 METROPOLITAN STATISTICAL AREAS
95.1 Overview
95.2 MSA Populations
96 METROPOLITAN ECONOMIC PROFILES
96.1 Overview
96.2 Income Tiers And Net Gain/Loss
96.3 Analyses
97 MICROPOLITAN STATISTICAL AREAS
97.1 Overview
97.2 ìSA Populations
98 STATE POPULATION PROFILES
98.1 Overview
98.2 State Populations
98.3 Median Age
98.4 Racial and Ethnic Distributions
98.5 Diversity
99 STATE ECONOMIC PROFILES
99.1 Median Household Income
99.2 Personal Income
APPENDIX A - ACADEMIC RESEARCH CENTERS
APPENDIX B - ANALYSTS
APPENDIX C - ASSOCIATIONS
APPENDIX D - BLOGS
APPENDIX E - GOVERNMENT AGENCIES
APPENDIX F - MARKET RESEARCH SOURCES
APPENDIX G - PERIODICALS
APPENDIX H - RESEARCH STUDIES & SURVEYS
REFERENCES

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report