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American Lifestyles 2014: Looking Forward - US - April 2014

“In 2014, it appears that America has finally stopped holding its collective breath, waiting for another economic shoe to drop. After five years of slow but steady growth, Americans have passed the tipping point of prolonged economic worry and have cautiously accepted that things are better. Confidence in personal finances has allowed consumers to think about the future rather than linger over the past.”

– Fiona O’Donnell, Category Manager – Multicultural, Retail, Lifestyles & Leisure

Americans’ spending topped $10 trillion in 2013 for the first time as consumer confidence rose amid a growing economy. The outlook for 2014 continues the positive trend with spending expected to increase further – more than three times the projected rate of inflation for the year. Meanwhile, Americans are saving less and less. Combined, these data portray an American consumer who is less focused on past financial difficulties and reducing spending at all costs, and instead paints a picture of greater optimism.

While attitudes adopted during the recession (eg saving money) are not completely wiped from memory, penny-pinching appears to have faded over the past year as spending in nonessential areas such as dining out, vacations, leisure and entertainment has outpaced spending overall – and is expected to continue.

However, the current upcycle in the stock market has hit its fifth year of gains, making it one of the longest-running bull markets in the post-WWII era. Near-record longevity has spurred a debate about whether the market has neared the top; furthermore, economic conditions over the past decade have caused some paranoia. History has taught that the good times can’t last forever – which also contributes to American consumers’ continued caution.

This report provides a comprehensive overview of Americans’ spending in 2013 in total as well as across 16 areas of consumer spending. A demographic profile of Americans and future projections, as well as an examination of the economic conditions impacting Americans is also included. An in-depth analysis of Americans’ purchasing priorities, their economic outlook, attitudes toward shopping, use of online tools to increase convenience/search for lower prices, personal goals including a focus on health and wellness aspirations for 2014 are also presented.

This report builds on the analysis presented in Mintel’s American Lifestyles: Five Years Later – US, April 2013, as well as the 2012, 2011, 2010, 2009, 2008, and 2007 reports of the same title. The report also includes findings from more than 90 other Mintel reports across 16 consumer markets: food (at home); dining out; alcoholic beverages (at home); alcoholic beverages (out of home); non-alcoholic beverages (at home); beauty and personal care; OTC healthcare remedies; household care; clothing, footwear, and accessories; technology and communications; vacations and tourism; leisure and entertainment; home and garden; transportation; personal finance; and housing. 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The people
                        • Figure 1: Assessment of current financial situation and expectations for 2014, January 2014
                      • The economy
                        • Overview of consumer spending
                          • Figure 2: Total US consumer expenditure and fan chart forecast at current prices, 2008-18
                        • The consumer
                          • Spending habits
                            • Figure 3: Past six-month spending habits and plans for spending in the next six months, January 2014
                          • Changes to spending
                            • Figure 4: Perceived changes in spending in 2013 compared to prior years, January 2014
                          • Spending priorities
                            • Figure 5: How extra money is spent, January 2014
                          • Personal goals for 2014
                            • Figure 6: Personal goals in 2014, January 2014
                          • Health and wellness goals in 2014
                            • Figure 7: Health and wellness goals in 2014, January 2014
                          • What we think
                          • The US in 2014: The People

                            • Key points
                              • Demographic and social trends impacting the population
                                • Economy may be growing, but “population recession” continues
                                  • Figure 8: Total US population trends and projections, 2000-19
                                • Where the growth is
                                  • Figure 9: US population growth heat map, 2012-13
                                • General fertility rate and births continue decline – but may have bottomed out
                                  • Figure 10: General fertility rate (births per 1,000 women), 1909, 1960, 2007, 2012
                                  • Figure 11: Total number of births in the US, and general fertility rate, 2002-12*
                                • Age structure and growth projections
                                  • Figure 12: Total US population distribution, by age, 2009-19
                                • Race and Hispanic origin: population size and growth projections
                                  • Figure 13: Share of total US population by race/Hispanic origin, 2009-19
                                • Diversity in the US continues to increase
                                  • Figure 14: Total US population growth trends, by race/Hispanic origin, 2009-19, 2009-14, and 2014-19
                                • Marital status
                                  • Figure 15: Marital status in the US, by age, 2013
                                • Household trends
                                  • Household trends, numbers and size
                                    • Figure 16: Total US households, 2003-13
                                  • Household types
                                    • Figure 17: Household types in the US, by age of householder, 2013
                                    • Figure 18: US households by number of persons in household, 2013
                                  • Presence of children in households
                                    • Figure 19: Total US households by presence of own children, 2003-13
                                • The US in 2014: The Economy

                                  • Key points
                                    • Economic factors
                                      • GDP and consumption expenditures
                                          • Figure 20: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2013
                                        • Disposable personal income and personal saving rate
                                          • Figure 21: Disposable personal income and personal saving rate, 2000-13
                                          • Figure 22: Disposable personal income change from previous period, January 2007-January 2014
                                        • Personal economics
                                          • Unemployment and underemployment
                                            • Figure 23: Unemployment and underemployment, January 2007-February 2014
                                          • Labor force participation rate
                                              • Figure 24: Labor force participation rate, January 2007-February 2014
                                            • Consumer confidence
                                              • Figure 25: Consumer Sentiment Index, January 2007-February 2014
                                            • Unemployment rate and consumer confidence
                                              • Figure 26: Consumer confidence and unemployment, annual averages, 2000-13, January-February 2014
                                            • Median household income
                                              • Figure 27: Median household income in inflation-adjusted dollars, 2002-12
                                            • Income increases
                                              • Figure 28: Real personal income, January 2000-January 2014
                                            • Homeownership
                                              • Figure 29: Homeownership rate and change, by age of householder, 2013 versus 2007
                                            • Consumer expenditures
                                              • Figure 30: Percent change in annual consumer expenditures across 16 categories, 2008-13
                                          • Expenditure Overview

                                            • Key points
                                              • Total US consumer expenditures 2013: category breakout
                                                • Housing
                                                  • Transportation
                                                    • Food (at home)
                                                      • Figure 31: Total US consumer expenditure by category ($ billion), 2013
                                                    • 2013 at a glance
                                                      • Figure 32: Change in consumer expenditure across 16 categories, 2012-13 (est)
                                                    • Outlook for the next five years
                                                      • Figure 33: Total US consumer expenditure and fan chart forecast at current prices, 2008-18
                                                    • Winners in the next five years
                                                      • Leisure and entertainment
                                                        • Vacations and tourism
                                                          • Technology and communications
                                                            • Figure 34: Consumer categories forecast for stronger growth, at current prices, by % growth, 2013-18
                                                          • Slower growth sectors in the next five years
                                                            • Household care
                                                              • OTC healthcare remedies
                                                                • Non-alcoholic beverages
                                                                  • Figure 35: Consumer categories forecast for weaker growth, at current prices, by % growth, 2013-18
                                                              • Food (at home)

                                                                  • Key points
                                                                    • The market for food (at home)
                                                                      • Figure 36: Total US consumer expenditure on food (at home) at current prices, 2008-13
                                                                    • Looking forward: Expenditures are forecast to increase by 18% over the next five years
                                                                      • Figure 37: Total US consumer expenditure and fan chart forecast of food (at home) at current prices, 2008-18
                                                                    • Winners for 2014
                                                                      • Better-for-you products gain share, but so too do indulgences
                                                                        • Facing challenges in 2014
                                                                          • Meat and grain-based products are challenged on a number of fronts
                                                                            • Changing consumer spending habits
                                                                              • Figure 38: Perceived change in spend on in-home food in 2013 compared to prior years, January 2014
                                                                            • What we think
                                                                            • Dining Out

                                                                                • Key points
                                                                                  • Americans overjoyed to be dining out regularly again
                                                                                    • Figure 39: Total US consumer expenditure on food service (dining out) at current prices, 2008-13
                                                                                  • Looking forward: Restaurant spending slated to grow through 2018
                                                                                    • Figure 40: Total US consumer expenditure and fan chart forecast of food service (dining out) at current prices, 2008-18
                                                                                  • Winners for 2014
                                                                                    • Fast casual sector expected to see continued gains
                                                                                      • Facing challenges in 2014
                                                                                        • Family/midscale category slows
                                                                                          • Restaurants with questionable practices
                                                                                            • Changing consumer spending habits
                                                                                              • Figure 41: Perceived change in spend on eating out in 2013 compared to prior years, January 2014
                                                                                            • What we think
                                                                                            • Alcoholic Beverages (at home)

                                                                                                • Key points
                                                                                                  • Frugal consumption has benefited category
                                                                                                    • Figure 42: Total US consumer expenditure on alcoholic beverages for at-home consumption at current prices, 2008-13
                                                                                                  • Looking forward: Positive, but slow growth projected through 2018
                                                                                                    • Figure 43: Total US consumer expenditure and fan chart forecast of alcoholic beverages for at-home consumption at current prices, 2008-18
                                                                                                  • Winners for 2014
                                                                                                    • Dark spirits expected to continue to thrive
                                                                                                      • Facing challenges in 2014
                                                                                                        • Beer catching up
                                                                                                          • Changing consumer spending habits
                                                                                                            • Figure 44: Perceived change in spend on alcoholic drinks (in home) in 2013 compared to prior years, January 2014
                                                                                                          • What we think
                                                                                                          • Alcoholic Beverages (out of home)

                                                                                                              • Key points
                                                                                                                • On-premise alcohol industry overview
                                                                                                                  • Figure 45: Total US consumer expenditure on alcohol (out of home) at current prices, 2008-13
                                                                                                                • Looking forward: Spending on alcohol out of home expected to increase
                                                                                                                  • Figure 46: Total US consumer expenditure and fan chart forecast of alcoholic beverages (out of home) at current prices, 2008-18
                                                                                                                • Winners for 2014
                                                                                                                  • Limited service and fast casual concepts boost consumption
                                                                                                                    • Full service restaurants add small plates, cocktails to boost traffic
                                                                                                                      • Facing challenges in 2014
                                                                                                                        • Quick serve restaurants
                                                                                                                          • Family midscale restaurants
                                                                                                                            • Changing consumer spending habits
                                                                                                                              • Figure 47: Perceived change in spend on alcoholic drinks (out of home) in 2013 compared to prior years, January 2014
                                                                                                                            • What we think
                                                                                                                            • Non-alcoholic Beverages (at home)

                                                                                                                                • Key points
                                                                                                                                  • Non-alcoholic beverages grow moderately but steadily
                                                                                                                                    • Figure 48: Total US consumer expenditure on non-alcoholic beverages at current prices, 2008-13
                                                                                                                                  • Looking forward: Category forecast to grow 12% by 2018
                                                                                                                                    • Figure 49: Total US consumer expenditure and fan chart forecast of non-alcoholic beverages at current prices, 2008-18
                                                                                                                                  • Winners for 2014
                                                                                                                                    • Energy drinks boost sales
                                                                                                                                      • Coffee sales estimated to grow
                                                                                                                                        • Facing challenges in 2014
                                                                                                                                          • Consumers not sweet on juice
                                                                                                                                            • Changing consumer spending habits
                                                                                                                                              • Figure 50: Perceived change in spend on non-alcoholic beverages in 2013 compared to prior years, January 2014
                                                                                                                                            • What we think
                                                                                                                                            • Beauty and Personal Care

                                                                                                                                                • Key points
                                                                                                                                                  • Beauty and personal care category continues to experience growth
                                                                                                                                                    • Figure 51: Total US consumer expenditure on beauty and personal care at current prices, 2008-13
                                                                                                                                                  • Looking forward: Customization, convenience will drive future growth
                                                                                                                                                    • Figure 52: Total US consumer expenditure and fan chart forecast of beauty and personal care at current prices, 2008-18
                                                                                                                                                  • Winners for 2014
                                                                                                                                                    • Soap, bath and shower products
                                                                                                                                                      • Fragrances
                                                                                                                                                        • Facing challenges in 2014
                                                                                                                                                          • Anti-aging skincare
                                                                                                                                                            • Shaving and hair removal
                                                                                                                                                              • Changing consumer spending habits
                                                                                                                                                                  • Figure 53: Perceived change in spend on beauty products and toiletries in 2013 compared to prior years, January 2014
                                                                                                                                                                • What we think
                                                                                                                                                                • OTC Healthcare Remedies

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Healthy growth of OTC products
                                                                                                                                                                        • Figure 54: Total US consumer expenditure on OTC healthcare remedies at current prices, 2008-13
                                                                                                                                                                      • Looking forward: OTC healthcare remedies forecast to continue growing, slowly
                                                                                                                                                                        • Figure 55: Total US consumer expenditure and fan chart forecast of OTC healthcare remedies at current prices, 2008-18
                                                                                                                                                                      • Winners for 2014
                                                                                                                                                                        • Vitamins, minerals, and supplements
                                                                                                                                                                          • Complementary medications
                                                                                                                                                                            • Cold, flu, and allergy remedies
                                                                                                                                                                              • Facing challenges in 2014
                                                                                                                                                                                • Analgesics
                                                                                                                                                                                  • Gastrointestinal remedies
                                                                                                                                                                                    • Figure 56: Use of probiotics (any agree), July 2010-September 2013
                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                    • Figure 57: Perceived change in spend on healthcare products in 2013 compared to prior years, January 2014
                                                                                                                                                                                  • What we think
                                                                                                                                                                                  • Household Care

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Household care market growing slowly
                                                                                                                                                                                          • Figure 58: Total US consumer expenditure on household care products at current prices, 2008-13
                                                                                                                                                                                        • Looking forward: Further growth for household care category expected
                                                                                                                                                                                          • Figure 59: Total US consumer expenditure and fan chart forecast of household care products at current prices, 2008-18
                                                                                                                                                                                        • Winners for 2014
                                                                                                                                                                                          • Dishwashing products
                                                                                                                                                                                            • Air fresheners
                                                                                                                                                                                              • Facing challenges in 2014
                                                                                                                                                                                                • Laundry care
                                                                                                                                                                                                  • Household paper products
                                                                                                                                                                                                    • Changing consumer spending habits
                                                                                                                                                                                                      • Figure 60: Perceived change in spend on household care products in 2013 compared to prior years, January 2014
                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                    • Clothing, Footwear, and Accessories

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Spending on clothing and accessories is on the rise
                                                                                                                                                                                                            • Figure 61: Total US consumer expenditure on clothing, footwear, and accessories at current prices, 2008-13
                                                                                                                                                                                                          • Looking forward: spending outlook strong for the next five years
                                                                                                                                                                                                              • Figure 62: Total US consumer expenditure and fan chart forecast of clothing, footwear, and accessories at current prices, 2008-18
                                                                                                                                                                                                            • Winners for 2014
                                                                                                                                                                                                              • Women’s clothing expected to fare well in 2014 and beyond
                                                                                                                                                                                                                • Facing challenges in 2014
                                                                                                                                                                                                                  • Children’s clothing sees competition from nontraditional sources
                                                                                                                                                                                                                    • Changing consumer spending habits
                                                                                                                                                                                                                      • Figure 63: Perceived change in spend on clothing, footwear and accessories in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                    • Technology and Communications

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Consumers consolidate hardware, spend more on service
                                                                                                                                                                                                                            • Figure 64: Total US consumer expenditure on technology and communications at current prices, 2008-13
                                                                                                                                                                                                                          • Looking forward: Steady growth forecast through 2018
                                                                                                                                                                                                                            • Figure 65: Total US consumer expenditure and fan chart forecast of technology and communications at current prices, 2008-18
                                                                                                                                                                                                                          • Winners for 2014
                                                                                                                                                                                                                            • Internet media streaming and the growth of eSports
                                                                                                                                                                                                                              • Data is the next frontier for mobile
                                                                                                                                                                                                                                • Facing challenges in 2014
                                                                                                                                                                                                                                  • Single-purpose hardware struggles to maintain growth
                                                                                                                                                                                                                                    • Declining sales in cable and satellite push for bundles
                                                                                                                                                                                                                                      • Changing consumer spending habits
                                                                                                                                                                                                                                        • Figure 66: Perceived change in spend on technology and communications in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                      • Vacations and Tourism

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Vacations and tourism spending continues rebound from 2009 decline
                                                                                                                                                                                                                                              • Figure 67: Total US consumer expenditure on vacations and tourism at current prices, 2008-13
                                                                                                                                                                                                                                            • Looking forward: Spending to outpace nearly all sectors through 2018
                                                                                                                                                                                                                                              • Figure 68: Total US consumer expenditure and fan chart forecast of vacations and tourism at current prices, 2008-18
                                                                                                                                                                                                                                            • Winners for 2014
                                                                                                                                                                                                                                              • Hotels
                                                                                                                                                                                                                                                • Car rentals
                                                                                                                                                                                                                                                  • Domestic tourism
                                                                                                                                                                                                                                                    • Cruises
                                                                                                                                                                                                                                                      • Theme parks
                                                                                                                                                                                                                                                        • Facing challenges in 2014
                                                                                                                                                                                                                                                          • Airlines
                                                                                                                                                                                                                                                            • Changing consumer spending habits
                                                                                                                                                                                                                                                                • Figure 69: Perceived change in spend on vacations in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                              • Leisure and Entertainment

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Leisure and entertainment recovered quickly, shows strong growth
                                                                                                                                                                                                                                                                      • Figure 70: Total US consumer expenditure on leisure and entertainment at current prices, 2008-13
                                                                                                                                                                                                                                                                    • Looking forward: leisure and entertainment to outperform all others
                                                                                                                                                                                                                                                                      • Figure 71: Total US consumer expenditure and fan chart forecast of leisure and entertainment at current prices, 2008-18
                                                                                                                                                                                                                                                                    • Winners for 2014
                                                                                                                                                                                                                                                                      • Sports merchandise and tickets
                                                                                                                                                                                                                                                                        • Entertainment venues
                                                                                                                                                                                                                                                                          • Arts and crafts
                                                                                                                                                                                                                                                                            • Facing challenges in 2014
                                                                                                                                                                                                                                                                              • Movie theaters
                                                                                                                                                                                                                                                                                • Casinos and gaming
                                                                                                                                                                                                                                                                                  • Grilling and barbecuing
                                                                                                                                                                                                                                                                                    • Specific demographic contributions
                                                                                                                                                                                                                                                                                      • Family entertainment
                                                                                                                                                                                                                                                                                        • Millennials
                                                                                                                                                                                                                                                                                          • Baby Boomers
                                                                                                                                                                                                                                                                                            • Changing consumer spending habits
                                                                                                                                                                                                                                                                                              • Figure 72: Perceived change in spend on leisure and entertainment in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                            • Home and Garden

                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                  • Home and garden spending continues to rise in improving economy
                                                                                                                                                                                                                                                                                                    • Figure 73: Total US consumer expenditure on home and garden at current prices, 2008-13
                                                                                                                                                                                                                                                                                                  • Looking forward: Home and garden market poised for further gains
                                                                                                                                                                                                                                                                                                    • Figure 74: Total US consumer expenditure and fan chart forecast of home and garden at current prices, 2008-18
                                                                                                                                                                                                                                                                                                  • Winners for 2014
                                                                                                                                                                                                                                                                                                    • Major appliances gain from housing recovery, improved confidence
                                                                                                                                                                                                                                                                                                      • Small appliances continue to thrive on consumer trends and star products
                                                                                                                                                                                                                                                                                                        • Home décor continues steady gains
                                                                                                                                                                                                                                                                                                          • Facing challenges in 2014
                                                                                                                                                                                                                                                                                                            • Lawn and garden products stall as spending shifts to services
                                                                                                                                                                                                                                                                                                              • Changing consumer spending habits
                                                                                                                                                                                                                                                                                                                • Figure 75: Perceived change in spend on home and garden in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                              • Transportation

                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                    • Vehicle purchases and fuel make up majority of transportation spending
                                                                                                                                                                                                                                                                                                                      • Figure 76: Total US consumer expenditure on transportation at current prices, 2008-13
                                                                                                                                                                                                                                                                                                                    • Looking forward: spending expected to increase 17.5% by 2018
                                                                                                                                                                                                                                                                                                                      • Figure 77: Total US consumer expenditure and fan chart forecast of transportation at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                    • Winners for 2014
                                                                                                                                                                                                                                                                                                                      • Hybrids and plug-in electric vehicles
                                                                                                                                                                                                                                                                                                                        • Compact cars and crossovers
                                                                                                                                                                                                                                                                                                                          • Luxury vehicles
                                                                                                                                                                                                                                                                                                                            • Facing challenges in 2014
                                                                                                                                                                                                                                                                                                                              • Motorcycles
                                                                                                                                                                                                                                                                                                                                • Consumers looking for better fuel efficiency, or alternative-fuel vehicles
                                                                                                                                                                                                                                                                                                                                  • Figure 78: Reasons for purchasing next vehicle, by gender, November 2013
                                                                                                                                                                                                                                                                                                                                  • Figure 79: Intent on purchasing an alternative fuel vehicle, by type, November 2013
                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                • Personal Finance

                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                      • Recovery from the recession continues
                                                                                                                                                                                                                                                                                                                                        • Figure 80: Total US consumer expenditures on financial services at current prices, 2008-13
                                                                                                                                                                                                                                                                                                                                      • Looking forward: Continued strength expected for the industry
                                                                                                                                                                                                                                                                                                                                        • Figure 81: Total US consumer expenditure and fan chart forecast of personal financial services at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                      • Winners for 2014
                                                                                                                                                                                                                                                                                                                                        • Advisory services
                                                                                                                                                                                                                                                                                                                                          • Figure 82: Attitudes toward retirement, by age, September 2013
                                                                                                                                                                                                                                                                                                                                        • Technological sophistication
                                                                                                                                                                                                                                                                                                                                          • Figure 83: Interest in mobile payment features, by age, March 2013
                                                                                                                                                                                                                                                                                                                                        • Health insurance companies
                                                                                                                                                                                                                                                                                                                                          • Facing challenges in 2014
                                                                                                                                                                                                                                                                                                                                            • Credit unions
                                                                                                                                                                                                                                                                                                                                              • Consumers’ financial priorities for 2014
                                                                                                                                                                                                                                                                                                                                                • Figure 84: Household financial priorities, February 2014
                                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                              • Housing

                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                    • Consumers and housing costs
                                                                                                                                                                                                                                                                                                                                                      • Figure 85: Total US consumer expenditures on housing at current prices, 2008-13
                                                                                                                                                                                                                                                                                                                                                      • Figure 86: Annual change in new and existing home sales, 2009-13
                                                                                                                                                                                                                                                                                                                                                    • Looking forward: Costs expected to outpace inflation through 2018
                                                                                                                                                                                                                                                                                                                                                      • Figure 87: Total US consumer expenditures and fan chart forecast of housing at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                    • Short-term demand for housing
                                                                                                                                                                                                                                                                                                                                                      • Figure 88: S&P Case Shiller 20-city home price index, Jan. 1, 2000-Jan. 1, 2014
                                                                                                                                                                                                                                                                                                                                                      • Figure 89: Homeownership rate by age, 2007-13
                                                                                                                                                                                                                                                                                                                                                      • Figure 90: Personal goals in 2014 – buy a new home, by age and household income, January 2014
                                                                                                                                                                                                                                                                                                                                                      • Figure 91: Homeowners planning to sell current home and buy a larger home in next two years, by age, December 2013 and 2012
                                                                                                                                                                                                                                                                                                                                                    • Rising expectations
                                                                                                                                                                                                                                                                                                                                                      • Figure 92: Median square footage of floor area in new single family homes in the US, 1973-2012
                                                                                                                                                                                                                                                                                                                                                    • Increases in mortgage rates
                                                                                                                                                                                                                                                                                                                                                      • Figure 93: Average 30-year fixed mortgage rates, Jan. 5, 2006–Feb. 2, 2014
                                                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                                                    • Spending Habits

                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                        • Past six-month spending patterns show that savings remains a key goal
                                                                                                                                                                                                                                                                                                                                                          • Saving and splurging
                                                                                                                                                                                                                                                                                                                                                              • Figure 94: Past six-month spending and plans for spending in the next six months, January 2014
                                                                                                                                                                                                                                                                                                                                                            • The best laid plans …
                                                                                                                                                                                                                                                                                                                                                              • Figure 95: Difference between spending plans for the next six months and past six-month spending, January 2014
                                                                                                                                                                                                                                                                                                                                                            • Younger adults are planners, doers; older ones are content with status quo
                                                                                                                                                                                                                                                                                                                                                              • Figure 96: Average of have done in the last six months, plans for the next six months, and have neither done nor plan to do, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                            • One in five contemplating a big-ticket purchase in the next 30 days
                                                                                                                                                                                                                                                                                                                                                              • Figure 97: Likelihood of purchasing a big-ticket/medium-ticket item in the next 30 days, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                          • Changes to Spending

                                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                                              • Spending perceptions indicate greater stability for consumers
                                                                                                                                                                                                                                                                                                                                                                • Figure 98: Perceived changes in spending in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                                                                                                                                • Figure 99: Difference between perceived to have spent more and spent less in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                                                                                                                              • Young adults, parents, Hispanics more likely to say they are spending more
                                                                                                                                                                                                                                                                                                                                                                • Figure 100: Perceived changes in spending in 2013 compared to prior years – spent more, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Perceived changes in spending in 2013 compared to prior years – spent more, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Perceived changes in spending in 2013 compared to prior years – spent more, by Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                              • Nine in 10 expect stable or increasing costs for the next 30 days
                                                                                                                                                                                                                                                                                                                                                                • Figure 103: Expected spending on household essentials, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                • Figure 104: Expected spending on household essentials, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                            • How Extra Money is Spent

                                                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                                                • Top spending priorities are a mix of short-term treats and long-term goals
                                                                                                                                                                                                                                                                                                                                                                    • Figure 105: How extra money is spent, January 2014
                                                                                                                                                                                                                                                                                                                                                                  • Shifting priorities favor spending – not saving
                                                                                                                                                                                                                                                                                                                                                                      • Figure 106: How extra money is spent, January 2014, January 2013, and July 2008
                                                                                                                                                                                                                                                                                                                                                                    • Positive shifts from 2013-14
                                                                                                                                                                                                                                                                                                                                                                      • Figure 107: How extra money is spent – greatest increases, January 2014 versus January 2013
                                                                                                                                                                                                                                                                                                                                                                    • Negative shifts from 2013-14
                                                                                                                                                                                                                                                                                                                                                                      • Figure 108: How extra money is spent – greatest declines, January 2014 versus January 2013
                                                                                                                                                                                                                                                                                                                                                                    • Demographics impact on where consumers choose to spend extra
                                                                                                                                                                                                                                                                                                                                                                    • Financial Situation

                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                        • Current situation compared to a year ago
                                                                                                                                                                                                                                                                                                                                                                          • Improved financial situation is more common than a deteriorating one
                                                                                                                                                                                                                                                                                                                                                                              • Figure 109: Assessment of current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Men and younger adults more likely to report improvements
                                                                                                                                                                                                                                                                                                                                                                              • Figure 110: Assessment of current financial situation, by gender and by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                              • Figure 111: Assessment of current financial situation, by gender by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                              • Figure 112: Assessment of current financial situation, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                            • Alternate measure of comparison shows an even split between better and worse
                                                                                                                                                                                                                                                                                                                                                                                • Figure 113: Current financial situation compared with 12 months ago, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                              • Race, marital status, impact finances
                                                                                                                                                                                                                                                                                                                                                                                • Figure 114: Assessment of current financial situation, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                • Figure 115: Assessment of current financial situation, by marital status, January 2014
                                                                                                                                                                                                                                                                                                                                                                              • Outlook for 2014
                                                                                                                                                                                                                                                                                                                                                                                • Confidence and healthy dose of skepticism in the mix for 2014
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 116: Expectations of financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                • People get what they expect, expect what they get
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 117: Expectations of financial situation in 2014, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                • Youthful confidence and middle-age malaise
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 118: Expectations of financial situation in 2014, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                  • More goals in 2014 breeds confidence in financial situation … or vice versa
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 119: Expectations of financial situation in 2014, by number of personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                  • Optimism for personal finances more likely than pessimism
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 120: Financial outlook for the next 12 months, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                    • Figure 121: American economy outlook for next 12 months, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                • Personal Goals in 2014

                                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                                    • Americans may be goal-setting to compensate for poor habits
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 122: Number of personal goals in 2014 – Will definitely do, January 2014
                                                                                                                                                                                                                                                                                                                                                                                      • Americans are “self” centered in 2014
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 123: Personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                        • Women more inclined to look inward while men look outward
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 124: Personal goals in 2014 – Will definitely do, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                          • An improved financial situation leads to more goal setting
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 125: Personal goals in 2014 – Will definitely do, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                        • Health and Wellness Goals in 2014

                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                            • Americans optimistic about adopting a healthy lifestyle
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 126: Number of health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                            • Eating more fruits/vegetables, regular exercise top list
                                                                                                                                                                                                                                                                                                                                                                                              • Americans making changes to diet, have tools and plans for more
                                                                                                                                                                                                                                                                                                                                                                                                • Regular exercise is a goal of many but achieved by few
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 127: The Miami Heat at the White House, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                  • Rejuvenation (ie sleep) is a top wellness goal
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 128: Health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                    • Women may be more health conscious than men
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 129: Health and wellness goals in 2014, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 130: Health and wellness goals in 2014, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                    • Regular exercise is not in the picture for about half of Americans
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 131: Engagement in regular exercise, by gender, age, household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                      • Women, older adults, affluent consumers more likely to watch their diet
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 132: Presently watching diet, by gender, age, household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                        • Gender differences in dieting may be driven by gender-specific health issues
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 133: Reasons for watching diet, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 134: Weight Watchers for men website, April 2014
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 135: Attitudes toward diet and health, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                      • Digital Impact on Shopping

                                                                                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                                                                                          • Two thirds of Americans own a smartphone; four in 10 have a tablet
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 136: Smartphone and tablet ownership, by gender, age, and household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                          • Despite high ownership rates, Hispanics are an opportunity
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 137: Smartphone and tablet ownership, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                          • Tablets gaining ground, striking the right balance
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 138: Samsung TV ad, “Galaxy pro series – it can do that,” March 2014
                                                                                                                                                                                                                                                                                                                                                                                                          • Smartphone shopping must complement, not compete
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 139: How smartphones have impacted shopping, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                            • Younger consumers look for deals and details
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 140: How smartphones have impacted shopping, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                              • Online shopping to grow as consumers become more connected
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 141: Online activities, websites visited, in the last 30 days, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                              • While women hunt for deals, men gather opinions
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 142: Online activities, websites visited, in the last 30 days, by gender, age, and household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                              • Online shopping: On the rise
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 143: Attitudes toward the internet, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Email ads can be effective, shouldn’t hit too close to home
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 144: How often online advertising leads to a purchase, by type, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Population and Demographic Tables

                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 145: Total US population trends and projections, 2000-19
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 146: Total US population by age, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 147: Total number of births in the US, and fertility rate, 2002-12
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 148: Total US population by race and Hispanic origin, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 149: Marital status, by age, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 150: Total US households, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 151: Household type, by age of householder, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 152: Total US households, by presence of own children, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 153: Homeownership rate in the US, by age of householder, 2001-13
                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Category Expenditures Tables

                                                                                                                                                                                                                                                                                                                                                                                                                • Food (at home)
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 154: Total US consumer expenditure on food (at home) at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 155: Total US consumer expenditure on food (at home) at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Dining out
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 156: Total US consumer expenditure on food service (dining out) at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 157: Total US consumer expenditure on food service (dining out) at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Alcoholic beverages (at home)
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 158: Total US consumer expenditure on alcoholic beverages for at-home consumption at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 159: Total US consumer expenditure on alcoholic beverages for at-home consumption at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Alcoholic beverages (out of home)
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 160: Total US consumer expenditure on alcohol (out of home) at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 161: Total US consumer expenditure on alcohol (out of home) at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Non-alcoholic beverages (at home)
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 162: Total US consumer expenditure on non-alcoholic beverages at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 163: Total US consumer expenditure on non-alcoholic beverages at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Beauty and personal care
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 164: Total US consumer expenditure on beauty and personal care at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 165: Total US consumer expenditure on beauty and personal care at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • OTC healthcare remedies
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 166: Total US consumer expenditure on OTC healthcare remedies at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 167: Total US consumer expenditure on OTC healthcare remedies at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Household care
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 168: Total US consumer expenditure on household care products at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 169: Total US consumer expenditure on household care products at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Clothing, footwear, and accessories
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 170: Total US consumer expenditure on clothing, footwear, and accessories at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 171: Total US consumer expenditure on clothing, footwear, and accessories at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Technology and communications
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 172: Total US consumer expenditure on technology and communications at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 173: Total US consumer expenditure on technology and communications at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Vacations and tourism
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 174: Total US consumer expenditure on vacations and tourism at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 175: Total US consumer expenditure on vacations and tourism at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Leisure and entertainment
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 176: Total US consumer expenditure on leisure and entertainment at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 177: Total US consumer expenditure on leisure and entertainment at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Home and garden
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 178: Total US consumer expenditure on home and garden at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 179: Total US consumer expenditure on home and garden at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Transportation
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 180: Total US consumer expenditure on transportation at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 181: Total US consumer expenditure on transportation at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Personal finance
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 182: Total US consumer expenditures on financial services at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 183: Total US consumer expenditures on financial services at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                • Housing
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 184: Total US consumer expenditures on housing at current prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 185: Total US consumer expenditures on housing at inflation-adjusted prices, 2008-18
                                                                                                                                                                                                                                                                                                                                                                                                              • Appendix – Fan Chart Forecast Methodology

                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Spending Habits

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 186: Past six-month spending habits and plans for spending in the next six months, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Have done in the last six months
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 187: Have done in the last six months, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 188: Have done in the last six months, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 189: Have done in the last six months, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 190: Have done in the last six months, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 191: Have done in the last six months, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 192: Have done in the last six months, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 193: Have done in the last six months, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 194: Have done in the last six months, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Plan to do in the next six months
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 195: Plans for spending in the next six months, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 196: Plans for spending in the next six months, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 197: Plans for spending in the next six months, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 198: Plans for spending in the next six months, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 199: Plans for spending in the next six months, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 200: Plans for spending in the next six months, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 201: Plans for spending in the next six months, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 202: Plans for spending in the next six months, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 203: Plans for spending in the next six months, by count of personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 204: Plans for spending in the next six months, by count of health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Big-ticket item purchases
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 205: Likelihood of purchasing a big-ticket item in the next 30 days, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 206: Likelihood of purchasing a medium-ticket item in the next 30 days, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Changes to Spending

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 207: Perceived changes in spending in 2013 compared to prior years, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Spending more
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 208: Perceived changes in spending in 2013 compared to prior years – spending more, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 209: Perceived changes in spending in 2013 compared to prior years – spending more, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 210: Perceived changes in spending in 2013 compared to prior years – spending more, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Spending on household essentials
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 211: Expected spending on household essentials, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 212: Expected spending on household essentials, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 213: Expected spending on household essentials, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 214: Expected spending on household essentials, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 215: Expected spending on household essentials, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – How Extra Money is Spent

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 216: How extra money is spent, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 217: How extra money is spent, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 218: How extra money is spent, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 219: How extra money is spent, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 220: How extra money is spent, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 221: How extra money is spent, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 222: How extra money is spent, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 223: How extra money is spent, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 224: How extra money is spent, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 225: How extra money is spent, by count of personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 226: How extra money is spent, by count of health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Financial Situation

                                                                                                                                                                                                                                                                                                                                                                                                                  • Current compared to a year ago
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 227: Assessment of current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 228: Assessment of current financial situation, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 229: Assessment of current financial situation, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 230: Assessment of current financial situation, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 231: Assessment of current financial situation, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 232: Assessment of current financial situation, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 233: Assessment of current financial situation, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 234: Assessment of current financial situation, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 235: Current financial situation compared with 12 months ago, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Outlook for 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 236: Expectations of financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 237: Expectations of financial situation in 2014, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 238: Expectations of financial situation in 2014, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 239: Expectations of financial situation in 2014, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 240: Expectations of financial situation in 2014, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 241: Expectations of financial situation in 2014, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 242: Expectations of financial situation in 2014, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 243: Expectations of financial situation in 2014, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 244: Financial outlook for the next 12 months, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 245: American economy outlook for next 12 months, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Economic outlook segmentation
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 246: Economic outlook segmentation, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 247: Economic outlook segmentation, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 248: Economic outlook segmentation, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 249: Economic outlook segmentation, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Personal Goals in 2014

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 250: Personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 251: Personal goals in 2014 – Will definitely do, by age, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 252: Personal goals in 2014 – Will definitely do, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 253: Personal goals in 2014 – Will definitely do, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 254: Personal goals in 2014 – Will definitely do, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 255: Personal goals in 2014 – Will definitely do, by generations, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 256: Personal goals in 2014 – Will definitely do, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 257: Personal goals in 2014 – Will definitely do, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 258: Personal goals in 2014 – Will definitely do, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Engagement in regular exercise
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 259: Engagement in regular exercise, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 260: Engagement in regular exercise, by gender, age, household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 261: Engagement in regular exercise, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Health and Wellness Goals in 2014

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 262: Health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 263: Health and wellness goals in 2014, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 264: Health and wellness goals in 2014, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 265: Health and wellness goals in 2014, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 266: Health and wellness goals in 2014, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 267: Health and wellness goals in 2014, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 268: Health and wellness goals in 2014, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Presently watching diet and reasons for watching
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 269: Presently watching diet, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 270: Presently watching diet, by gender, age, household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 271: Presently watching diet, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 272: Reasons for watching diet, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 273: Reasons for watching diet, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 274: Reasons for watching diet, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 275: Reasons for watching diet, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 276: Reasons for watching diet, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Attitudes toward diet and health
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 277: Attitudes toward diet and health, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 278: Attitudes toward diet and health, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 279: Attitudes toward diet and health, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 280: Attitudes toward diet and health, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 281: Attitudes toward diet and health, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Smartphone and Tablet Ownership

                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 282: Smartphone and tablet ownership, by gender, age, and household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 283: Smartphone and tablet ownership, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 284: Smartphone and tablet ownership, by demographics, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Consumer – Digital Impact on Shopping

                                                                                                                                                                                                                                                                                                                                                                                                                  • How smartphones have impacted shopping
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 285: How smartphones have impacted shopping, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 286: How smartphones have impacted shopping, by gender, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 287: How smartphones have impacted shopping, by household income, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 288: How smartphones have impacted shopping, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 289: How smartphones have impacted shopping, by presence of children in household, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 290: How smartphones have impacted shopping, by region, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 291: How smartphones have impacted shopping, by current financial situation, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 292: How smartphones have impacted shopping, by financial situation in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 293: How smartphones have impacted shopping, by count of personal goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 294: How smartphones have impacted shopping, by count of health and wellness goals in 2014, January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                  • Past 30-day online activities
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 295: Online activities, websites visited, in the last 30 days, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 296: Online activities, websites visited, in the last 30 days, by gender, age, and household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 297: Online activities, websites visited, in the last 30 days, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 298: How often online advertising leads to a purchase, by type, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 299: How often online advertising leads to a purchase, by type, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 300: How often online advertising leads to a purchase, by type, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 301: How often online advertising leads to a purchase, by type, by household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 302: Belongs to or visits social media/networking sites, by gender, age, and household income, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 303: Belongs to or visits social media/networking sites, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                  • Attitudes toward the internet
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 304: Attitudes toward the internet, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 305: Attitudes toward the internet, by gender, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 306: Attitudes toward the internet, by age, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 307: Attitudes toward the internet, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 308: Attitudes toward the internet, by household income, July 2012-September 2013

                                                                                                                                                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                                                                                                                                American Lifestyles 2014: Looking Forward - US - April 2014

                                                                                                                                                                                                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)