PART I: THE AMERICAN CONSUMER1 DEMOGRAPHICS
1.1 Population
1.2 Census 2020
1.3 Current Population By Age And Gender
1.4 Current Population By Region
1.5 Current Population By State
1.6 Births
1.7 Population Growth
1.8 Race/Ethnicity Distribution
1.9 Education, Family Status, And Nativity
1.10 Market Resources
2 CONSUMER SPENDING
2.1 Consumer Contribution to the GDP
2.2 Household Spending
2.3 Spending Assessment
2.4 Retail Spending
2.5 Market Resources
3 PERSONAL FINANCES
3.1 Household Income
3.2 Household Income By State
3.3 Household Wealth/Net Worth
3.4 Consumer Debt
3.5 Personal Financial Situation
3.6 Economic Well-Being
3.7 Financial Literacy
3.8 Financial Challenges
3.9 Market Resources
4 HOUSEHOLDS & HOUSING
4.1 Households
4.2 Home Ownership
4.3 Median Home Price
4.4 Residential Construction
4.5 Home Improvement
4.6 Affordable Housing
4.7 Second Homes
4.8 Market Resources
5 COMMUNITIES
5.1 Metropolitan and Micropolitan Statistical Areas
5.2 Urban And Rural Populations
5.3 Important Community Attributes
5.4 Where People Want to Live
5.5 Satisfaction With Communities
5.6 Generational Preferences
5.7 Market Resources
6 POPULATION MIGRATION
6.1 Household Relocation
6.2 Reasons For Moving
6.3 Net Migration By State
6.4 Net Migration By City
6.5 Mobility Among Young Adults
6.6 Moving In Retirement
6.7 Relocation Assessments
6.8 Fastest-Growing States
6.9 Market Resources
7 EDUCATION
7.1 Enrollment
7.2 Homeschooling
7.3 Educational Attainment
7.4 Earnings Based On Education
7.5 Net Worth Of College Graduates
7.6 Market Resources
8 HOW AMERICANS EAT
8.1 Food and Alcoholic Beverage Expenditures
8.2 Healthy Eating
8.3 Distribution Of Daily Food Consumption
8.4 Per Capita Food Consumption
8.5 Compliance With Dietary Guidelines
8.6 Dining-Out Demographics
8.7 Dining Trends Of Young Adults
8.8 Market Resources
9 USE OF MEDIA & THE INTERNET
9.1 Time Spent Using Media
9.2 Use Of The Internet
9.3 Home Broadband
9.4 Time Spent Online
9.5 Devices Used For Internet Connection
9.6 Use Of Mobile Devices
9.7 Online Activities
9.8 How Consumers Obtain The News
9.9 Media Use Among Children
9.10 Resources
10 USE OF TIME
10.1 Priorities
10.2 Americans’ Use of Time
10.3 Activities By Gender
10.4 Household Activities6
10.5 Leisure Activities
10.6 Market Resources
11 USE OF TRANSPORTATION
11.1 Overview
11.2 Transportation Spending
11.3 Travel To Work
11.4 Personal Travel
11.5 Driving
11.6 Vehicle Ownership
11.7 Market Resources
12 GENERATIONAL FOCUS
12.1 Demographics
12.2 Household Wealth
12.3 Generational Characteristics
12.4 Shopper Profiles
12.5 Age 50-Plus Consumers
12.6 Seniors
12.7 Baby Boomers
12.8 Generation X
12.9 Millennials
12.10 Generation Z
12.11 Generation Alpha
12.12 Market Resources
13 GENDER FOCUS
13.1 Demographics
13.2 Gender And Education
13.3 Labor Force Distribution
13.4 Gender Pay Gap
13.5 Blurring Gender Roles
13.6 Purchase Decision-Making
14 ETHNIC FOCUS
14.1 Overview
14.2 African-American Consumers
14.3 Arab-American Consumers
14.4 Asian-American Consumers
14.5 Hispanic- And Latino-Americans
14.6 Jewish-American Consumers
14.7 Muslim-American Consumers
14.8 Native-American Consumers
14.9 Multiracial Consumers
14.10 Market Resources
15 FAMILIES
15.1 The Modern American Family
15.2 Married Couples and Cohabitation
15.3 Households With Children
15.4 Cost of Raising a Child
15.5 Mothers
15.6 Fathers
15.7 Multigenerational Households
15.8 Market Resources
16 SEGMENTATION
16.1 Overview
16.2 College Students
16.3 Consumers With Disabilities
16.4 Family Caregivers
16.5 Immigrant Consumers
16.6 LGBTQ+ Consumers
16.7 Military & Veteran Consumers
16.8 Pet Owners
16.9 Retirees
16.10 Single Consumers
16.11 Living Alone
17 AFFLUENT CONSUMERS
17.1 Overview
17.2 Upper-Class Consumers
17.3 Affluent Consumers
17.4 Wealthy Consumers
17.5 Rich and Ultra-Rich Consumers
17.6 Millionaire Households
17.7 Billionaire Households
17.8 Spending By High-Net-Worth Households
17.9 Cost Of Living Extremely Well Index
18 POPULATION CENTERS OF U.S. AFFLUENCE
18.1 Most Affluent ZIP Codes
18.2 Most Expensive ZIP Codes
18.3 Millionaire & Billionaire Households
19 LUXURY SHOPPING
19.1 Overview
19.2 Market Assessment
19.3 Purchase Channels
19.4 Product Categories
19.6 Luxury Brands
20 AFFLUENCE MARKET RESEARCH
20.1 Overview
20.2 Research Organizations and Publications
20.3 Market Resources
21 BACK-TO-SCHOOL SHOPPING
21.1 Back-to-School Spending
21.2 What People Buy
21.3 Where People Shop
21.4 When People Shop
21.5 Market Resources
22 BRAND COMMUNICATIONS
22.1 Keeping Updated On Favorite Brands
22.2 Preferred Communication Channels
22.3 Preferred Communications By Age
22.4 Preferred Communications By Sector
22.5 Promotions
22.6 Customer Service
22.7 Email Communications
22.8 Text Message Communications
22.9 Social Media Communications
22.10 Personalized Promotions
23 BRAND LOYALTY
23.1 How Consumers Demonstrate Loyalty
23.2 How Brands Earn Loyalty
23.3 Brand Loyalty By Generation
23.4 Brand Loyalty By Retail Category
23.5 Brand Preferences
24 BUSINESS SECTOR PERCEPTION
24.1 Consumer Impressions Of Sectors
25 BUYING AMERICAN-MADE
25.1 Preference For U.S.-Made Products
25.2 Demographics
25.3 Buying American By Product Type
25.4 Market Resources
26 BUYING LOCAL
26.1 Impact On Local Economies
26.2 Patronizing Local Businesses
26.3 Patronizing Small Businesses
26.4 Small Business Saturday
26.5 Market Resources
27 COUPON USE
27.1 Use Of Coupons
27.2 Redemption
23.3 Influence Of Coupons On Shopping
28 CUSTOMER SATISFACTION
28.1 Overview
28.2 Factors Contributing To High Customer Satisfaction
28.3 Market Resources
29 DISCRETIONARY SPENDING
29.1 Spending Priorities
29.2 Necessities and Luxuries
30 EXPERIENCES
30.1 The Experience Economy
30.2 Market Assessment
30.3 Trends
26.4 Experiential Gifting
30.5 Influence Of Social Media
31 GIFT CARDS
31.1 Market Assessment
31.2 Use Of Gift Cards
31.3 Redemption
31.4 Shopping With Gift Cards
31.5 Market Resources
32 GIFT GIVING
32.1 Overview
32.2 Market Assessment
32.3 Graduation Gift Giving
32.4 Wedding Gift Giving
32.5 Charitable Gift Giving
32.6 Self-Gifting
32.7 Returning Gifts and Re-Gifting
33 HEALTH & WELLNESS
33.1 Overview
33.2 Healthful Eating
33.3 Purchasing Priorities
34 HOLIDAY SHOPPING
34.1 Overview
34.2 Market Assessment
34.3 Holiday Season E-Commerce
34.4 When People Shop
34.5 Where People Shop
35 IN-STORE SHOPPING
35.1 Overview
35.2 The In-Store Experience
35.3 Product Selection
35.4 Checkout
36 LOYALTY PROGRAM PARTICIPATION
36.1 Participation
36.2 Member Demographics
36.3 Customer Incentives
36.4 Customer Expectations
36.5 Member Satisfaction
36.6 Loyalty Program Influence
36.7 Pay For Perks
37 ONLINE SHOPPING
37.1 Overview
37.2 Why People Shop Online
37.3 Characteristics Of Online Shopping
37.4 Selecting An Online Retailer
37.5 Online Purchasing Decisions
37.6 Devices Used for Online Shopping
37.7 Mobile Online Research and Shopping
37.8 Fulfillment Preferences
37.9 Expectations Online
37.10 Returns
37.10 Shoppable Commerce
37.11 Purchasing New Brands And Products
37.12 Purchasing Luxury Goods Online
38 PAYMENT PREFERENCES
38.1 Comparison Of Payment Methods
38.2 Credit and Debit Cards
38.3 Household Bill Payment
38.4 Cash Payments
38.5 Credit Usage
38.6 Online Retail Payments
38.7 Mobile Payments
38.8 Buy Now, Pay Later
38.9 Peer-to-Peer Payments
38.10 Biometric Payments
39 POLITICAL INFLUENCE
39.1 Where People Shop
39.2 Influencer Political Content
40 PRIVACY & SECURITY CONCERNS
40.1 Overview
40.2 Attitudes About Privacy
40.3 Online Privacy
40.4 Actions Taken To Protect Privacy
40.5 Willingness To Share Personal Information
40.6 Accepting Cookies
40.7 Privacy On Social Media Platforms
40.8 Use Of Facial Recognition Technology
41 PURCHASE INFLUENCES & DECISION-MAKING
41.1 Top Priorities
41.2 Deciding Where To Shop
41.3 Brand Decisions
41.4 Trust in Shopping Recommendations
41.5 Price & Value
41.6 Returns Policies
41.7 Influence Of Social Media
41.8 Influencers
41.9 Influence Of Brand Attributes
41.10 Trust In Brands
41.11 Reasons Consumers Switch Brands
41.12 Impulse Buying
42 RESPONSE TO ADVERTISING
42.1 Trust In Advertising
42.2 Preferred Media For Ads
42.3 Response To Targeted Digital Ads
42.4 Positive Response To Ads
42.5 Negative Response To Ads
42.6 Annoying Ads
42.7 Response to Irrelevant Ads
42.8 Response to AI-Generated Ads
43 RESPONSE TO CUSTOMER SERVICE
43.1 Overview
43.2 Perspectives On Customer Service
43.3 Customer Service Channels
43.4 Consumer Opinions Of Customer Service
43.5 Impact By Segment
44 RESPONSE TO REVIEWS
44.1 Reading and Using Online Reviews
44.2 Influence of Reviews
44.3 Time Spent Using Reviews
44.4 Trust in Reviews
45 RETAIL MEMBERSHIP PROGRAM PARTICIPATION
45.1 Market Assessment
45.2 Memberships
46 RETAIL SUBSCRIPTION PROGRAM PARTICIPATION
46.1 Participation
46.2 Subscription Spending
46.3 The Subscription Customer
46.4 Most Popular Subscription Services
46.5 Apparel Subscription Services
47 SECOND-HAND GOODS
47.1 Overview
47.2 Online Resale
47.3 Second-Hand Clothing
47.4 Market Resources
48 SHOPPING CHANNEL PREFERENCES
48.1 Shopping In-Store Vs. Online
48.2 Omnichannel Retail
48.3 Cross-Channel Shopping
48.4 Buy Online, Pick Up In-Store
48.5 Shopping For Apparel and Footwear
48.6 Shopping For Home Furnishings
49 SHOPPING RESEARCH
49.1 Sources For Product Research
49.2 Search When Shopping Online
49.3 Research Via Mobile Devices
49.4 Social Media
49.5 Comparison Shopping Websites
49.6 Discovering Beauty Products
49.7 Discovering Grocery Products
50 SOCIAL MEDIA INFLUENCE
50.1 Why People Purchase On Social Media
50.2 Brand Promotions
50.3 Most Influential Social Media Platforms
50.4 Consumer Expectations
51 SOCIALLY RESPONSIBLE CONSUMERISM
51.1 Overview
51.2 Socially Responsible Behaviors
51.3 Brands Taking A Stance On Issues
51.4 Brand Purpose
51.5 Consumer Views On Corporate Social Responsibility
52 SUSTAINABILITY INFLUENCE
52.1 Importance Of Sustainability When Shopping
52.2 Environmental Concerns
52.3 Decision-Making About Brands
52.4 Lifestyle Brand Consumers
52.5 Shopper Satisfaction With Sustainability By Brands
53 TRUST IN BUSINESS & MEDIA
53.1 Trust In Institutions And Industries
53.2 Trust For News And Information
53.3 Trust Baromter
53.4 Honesty and Ethics of Professions
54 VIRTUAL & AUGMENTED REALITY IN SHOPPING
54.1 Virtual And Augmented Reality
54.2 Enhancing The Retail Experience
55 CUSTOMER ENGAGEMENT
55.1 Overview
55.2 Customer Engagement Index Rankings
55.3 Market Resources
56 CUSTOMER LOYALTY
56.1 Overview
56.2 Customer Loyalty Engagement Rankings
56.3 Market Resources
57 CUSTOMER SATISFACTION
57.1 Overview
57.2 ACSI Scores
57.3 Market Resources
58 MOST TRUSTED BRANDS
58.1 Overview
58.2 Most Trusted Brands
58.3 Market Resources
59 REPUTATION RANKING
59.1 Overview
59.2 Rankings
59.3 Market Resources
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 - PANDEMIC MARKET RESEARCH
APPENDIX H - PERIODICALS
APPENDIX I - RESEARCH STUDIES & SURVEYS
REFERENCES
