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American Lifestyles 2015: The Connected Consumer – Seeking Validation from the Online Collective - US - April 2015

“In a never-ending quest to buy the ‘best,’ consumers are looking to others’ opinions and experiences via online review sites to validate their choices – and to avoid feeling buyers’ remorse.”

Constantly connected” is a phrase often used to describe American lifestyles. From sleeping next to a smart phone to checking messages the minute they wake up, the need to stay connected to work, family, and friends is well documented. Besides sharing photos and commenting on a status, people are looking for answers – and providing opinions – on everything from where to eat dinner (and what entrée to order), the auto dealership that gives the best service, to which shoes to buy (and how to score a discount). The collective intelligence of online review sites and Americans’ online networks has become consumers’ gut check on purchases, and many feel the need to get second opinions to validate their choices. Others are using their networks as a starting point in their buying process for bigger ticket items or in areas for which they lack expertise (eg technology, new vacation destinations).

As Americans seek input from others before buying (and offer their own opinions), the buying process is less individual, and purchases may ultimately reflect collective input from a variety of connections. In this way, for some categories, the connected collective may have a stronger influence than individual preference.

Opinion seeking before purchasing is more common among younger consumers than it is among older age groups. Greater comfort with technology and mobile device ownership are factors contributing to younger adults’ urge to seek information via review sites. In addition, many younger consumers have yet to establish routines for household purchases as they have not yet been in the position to be responsible for a household. As the Millennial and iGeneration strike out on their own and consider new product categories for the first time, product reviews and opinions from “people like me” will be especially influential.

Opinion seekers are more likely to indicate they are “spending more” on common consumer categories this year compared with prior years. And, since a majority agree they would pay more for a product or service that has positive online reviews, this supports that brands should monitor popular review sites to ensure their product or service is added to a consumer’s consideration set before they move forward with a purchase.

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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

                      • America today
                        • The people
                          • The economy
                            • The consumer
                              • Stable spending perceived for most categories
                                • Figure 1: Perceived changes in spending in 2014 compared to prior years, January 2015
                              • More than half find online review content influential to their purchases
                                • Figure 2: Opinions about online reviews, influence, and trust, January 2015
                              • Consumers seek opinions across all categories
                                • Figure 3: Seeks opinions before purchasing and has posted an opinion about a purchase, January 2015
                              • User review sites just as popular as independent review sites…
                                • Figure 4: Where opinions are sought before purchasing, January 2015
                              • …but independent review sites are perceived as more trustworthy
                                • Figure 5: Review site usefulness and trustworthiness, January 2015
                              • What we think
                              • America Today – The People

                                • Key points
                                  • Demographic and social trends impacting the population
                                    • US growth lags behind global, steady through 2019, not to pre-recession levels
                                      • Figure 6: Total US population trends and projections, 2000-20
                                    • On the move and staying put
                                      • General fertility rate hits record low, births increase for the first time in seven years
                                        • Figure 7: Total number of births in the US, and general fertility rate, 2003-13*
                                      • Age structure and growth projections
                                          • Figure 8: Total US population distribution, by age, 2010-20
                                        • Race and Hispanic origin: Population size and growth projections
                                          • Figure 9: Share of total US population by race/Hispanic origin, 2010, 2015, 2020
                                        • 2044: The year the US Census Bureau projects that Whites will be a minority
                                          • Figure 10: Total US population growth trends, by race/Hispanic origin, 2010-20, 2010-15, and 2015-20
                                        • Marital status
                                          • Figure 11: Marital status in the US, by age, 2013
                                        • Household trends
                                          • Household trends, numbers, and size
                                            • Figure 12: Total US households, 2003-13
                                          • Household types
                                            • Figure 13: Household types in the US, by age of householder, 2013
                                            • Figure 14: US households by number of persons in household, 2013
                                            • Figure 15: Percent distribution of households across income quintiles, by household type, 2013
                                          • Presence of children in households
                                            • Figure 16: Total US households by presence of own children, 2003-13
                                        • America Today – The Economy

                                          • Key points
                                            • Economic factors
                                              • GDP and consumption expenditures
                                                  • Figure 17: GDP change from previous period and consumption expenditures, Q1 2007-Q4 2014
                                                • Disposable personal income and personal saving rate
                                                    • Figure 18: Disposable personal income and personal saving rate, January 2005-January 2015
                                                    • Figure 19: Disposable personal income change from previous period, January 2007-January 2015
                                                  • Personal economics
                                                    • Unemployment and underemployment
                                                      • Figure 20: Unemployment and underemployment, January 2007-February 2015
                                                    • Labor force participation rate
                                                      • Figure 21: Labor force participation rate, January 2007-February 2015
                                                    • Consumer confidence
                                                      • Figure 22: Consumer Sentiment Index, January 2007-February 2015
                                                    • Consumers confident in personal finances, less so for the US economy
                                                      • Figure 23: Personal financial assessment, plans for spending, and US economic outlook, July 2008-September 2014
                                                    • Economics 101
                                                      • Unemployment rate and consumer confidence
                                                        • Figure 24: Consumer confidence and unemployment, annual averages, 2000-13, January-February 2015
                                                      • Median household income
                                                        • Figure 25: Median household income in inflation-adjusted dollars, 2002-13
                                                      • Income increases
                                                        • Figure 26: Real personal income, January 2002-January 2015
                                                      • Homeownership
                                                        • Figure 27: Homeownership rate and change, by age of householder, 2014 versus 2004
                                                      • Consumer expenditures
                                                          • Figure 28: Percent change in annual consumer expenditures across 16 categories, 2009-14
                                                      • Expenditure Overview

                                                        • Key points
                                                          • Total US consumer expenditures 2014: category breakout
                                                            • Housing
                                                              • Transportation
                                                                • In-home food
                                                                  • Figure 29: Total US value sales by category ($ billion), 2014
                                                                • 2014 at a glance
                                                                  • Figure 30: Change in value sales across 16 categories, 2013-14 (est)
                                                                • Outlook for the next five years
                                                                  • Figure 31: Total US best- and worst-case forecast value sales at current prices, 2009-19
                                                                • Winners in the next five years
                                                                  • Vacations and tourism
                                                                    • Dining out
                                                                      • Technology and communications
                                                                        • Transportation
                                                                          • Figure 32: Consumer categories forecast for stronger growth, at current prices, by % growth, 2014-19
                                                                        • Slower growth sectors in the next five years
                                                                          • Non-alcoholic drinks
                                                                            • Household care
                                                                              • OTCs and pharmaceuticals
                                                                                • Figure 33: Consumer categories forecast for weaker growth, at current prices, by % growth, 2014-19
                                                                            • In-home Food

                                                                              • Key points
                                                                                • What we think
                                                                                  • Modest year-over-year growth continues
                                                                                    • Figure 34: Total US in-home food market value, 2009-14
                                                                                  • Market forecast to grow 16% from 2014-19
                                                                                    • Figure 35: Best- and worst-case forecast value sales of in-home food, at current prices, 2009-19
                                                                                  • Winners for 2015
                                                                                    • Snacking fits into American lifestyles
                                                                                      • Natural, healthy, gluten-free and protein-rich claims attract consumers
                                                                                        • Facing challenges in 2015
                                                                                          • Frozen foods and pizza struggle
                                                                                            • Rising costs and food safety concerns hamper sales of red meat and pork
                                                                                              • Cost pressure and competition impacting grains
                                                                                                • Changing consumer spending habits
                                                                                                  • Figure 36: Perceived change in spend on in-home food compared to prior years, January 2013, 2014, 2015
                                                                                                • Consumers get information from trusted peers and do their own research
                                                                                                    • Figure 37: Seeks opinions before purchasing, has posted an opinion – In-home food, January 2015
                                                                                                • Dining Out

                                                                                                  • Key points
                                                                                                    • What we think
                                                                                                      • Despite rising prices, restaurant spending to increase
                                                                                                        • Figure 38: Total US dining out market value, 2009-14
                                                                                                      • Diners looking for good deals, not cheapest food
                                                                                                        • Restaurants see more single diners
                                                                                                          • Dining out sales expected to rise
                                                                                                            • Figure 39: Best- and worst-case forecast value sales of dining out, at current prices, 2009-19
                                                                                                          • Winners for 2015
                                                                                                            • Specialty snacking shops popular
                                                                                                              • Fast casual restaurants lead dining trends
                                                                                                                • Full service restaurants focus on quick service, especially lunch
                                                                                                                  • Facing challenges in 2015
                                                                                                                    • Fast food has less growth potential
                                                                                                                      • Changing consumer spending habits
                                                                                                                        • Figure 40: Perceived change in spend on dining out compared to prior years, January 2013, 2014, 2015
                                                                                                                      • Technology crucial to speed, accuracy and connection
                                                                                                                          • Figure 41: Seeks opinions before purchasing, has posted an opinion – Dining out, January 2015
                                                                                                                      • Alcoholic Drinks (In Home)

                                                                                                                        • Key points
                                                                                                                          • What we think
                                                                                                                            • Growth of alcohol at home limited by shift to on-premise consumption
                                                                                                                              • Figure 42: Total US alcoholic drinks (in-home) market value, 2009-14
                                                                                                                            • Dollar sales continues slow, steady increase
                                                                                                                              • Figure 43: Best- and worst-case forecast value sales of alcoholic drinks (in home), at current prices, 2009-19
                                                                                                                            • Winners for 2015
                                                                                                                              • RTD alcoholic drinks’ novelty drives sales gains
                                                                                                                                • Premium, import, and craft beer finding a wider audience
                                                                                                                                  • Facing challenges in 2015
                                                                                                                                    • Premiumization of beer results in sluggish light beer and popular beer sales
                                                                                                                                      • White spirits languishing
                                                                                                                                        • Changing consumer spending habits
                                                                                                                                          • Figure 44: Perceived change in spend on alcoholic drinks (in home) compared to prior years, January 2013, 2014, 2015
                                                                                                                                        • Interaction with beer brands likely to occur while consuming
                                                                                                                                            • Figure 45: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (in home), January 2015
                                                                                                                                        • Alcoholic Drinks (Out of Home)

                                                                                                                                          • Key points
                                                                                                                                            • What we think
                                                                                                                                              • Consumers willing to order – and spend – more on alcohol at restaurants
                                                                                                                                                • Figure 46: Total US alcoholic drinks (out of home) market value, 2009-14
                                                                                                                                              • Restaurants capitalize on growing interest in alcoholic drinks
                                                                                                                                                • Figure 47: Alcoholic beverages on menus, by restaurant segment incidence, Q4 2011-Q4 2014
                                                                                                                                              • Increased restaurant visits will boost on-premise alcohol sales
                                                                                                                                                • Figure 48: Best- and worst-case forecast value sales of alcoholic drinks (out of home), at current prices, 2009-19
                                                                                                                                              • Winners for 2015
                                                                                                                                                • Microbrews, craft wine, locally sourced alcohol connect consumers to community
                                                                                                                                                  • Restaurants that offer high-quality dining experiences can also sell more alcohol
                                                                                                                                                    • Fast casual variety spurs category growth
                                                                                                                                                      • Facing challenges in 2015
                                                                                                                                                        • Competition from fast casual impedes growth of alcoholic drinks in casual dining
                                                                                                                                                          • Changing spending habits
                                                                                                                                                            • Figure 49: Perceived change in spend on alcoholic drinks (out of home) compared to prior years, January 2013, 2014, 2015
                                                                                                                                                          • Others’ opinions can help those overwhelmed by large drink menus
                                                                                                                                                            • Figure 50: Seeks opinions before purchasing, has posted an opinion – Alcoholic drinks (out of home), January 2015
                                                                                                                                                        • Non-alcoholic Drinks

                                                                                                                                                          • Key points
                                                                                                                                                            • What we think
                                                                                                                                                              • As consumers shift within the category, little growth is seen
                                                                                                                                                                • Figure 51: Total US non-alcoholic drinks (in home) market value, 2009-14
                                                                                                                                                              • Continued slow, steady growth will lead to 4% gains through 2019
                                                                                                                                                                • Figure 52: Best- and worst-case forecast value sales of non-alcoholic drinks (in home), at current prices, 2009-19
                                                                                                                                                              • Winners for 2015
                                                                                                                                                                • CSD alternatives positioned as healthy or low-calorie attract attention
                                                                                                                                                                  • Product innovation boosts smoothies
                                                                                                                                                                    • Single-cup coffee sales increasing, Millennials drive consumption
                                                                                                                                                                      • Performance drinks positioned for the everyday see growth
                                                                                                                                                                        • Facing challenges in 2015
                                                                                                                                                                          • Sugar/sweetened drinks continue to fall from favor
                                                                                                                                                                            • Weight loss drinks see substitutes in other weight management options
                                                                                                                                                                              • Powders declining (RTDs drawing attention away)
                                                                                                                                                                                • Changing consumer spending habits
                                                                                                                                                                                  • Figure 53: Perceived change in spend on non-alcoholic drinks compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                • Personal preferences trump online influence
                                                                                                                                                                                    • Figure 54: Seeks opinions before purchasing, has posted an opinion – Non-alcoholic drinks, January 2015
                                                                                                                                                                                • Beauty and Personal Care

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Wealth disparity leads to mixed results for category
                                                                                                                                                                                        • Figure 55: Total US beauty and personal care market value, 2009-14
                                                                                                                                                                                      • Performance-driven shoppers seeking results, customization
                                                                                                                                                                                        • Figure 56: Best- and worst-case forecast value sales of beauty and personal care, at current prices, 2009-19
                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                        • Haircare category benefits from a focus on hair health
                                                                                                                                                                                          • Therapeutic benefits, new formats boost body care sales
                                                                                                                                                                                            • Facing challenges in 2015
                                                                                                                                                                                              • Fragrance sales face volatility
                                                                                                                                                                                                • Price-driven mindset of shoppers leads to less than sunny sales for sun protection
                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                    • Figure 57: Perceived change in spend on beauty products and toiletries compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                  • Beauty consumers become more informed, savvy
                                                                                                                                                                                                      • Figure 58: Seeks opinions before purchasing, has posted an opinion – Beauty products and toiletries, January 2015
                                                                                                                                                                                                  • OTC and Pharmaceuticals

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Growth slows in the OTC market
                                                                                                                                                                                                          • Figure 59: Total US OTC and pharmaceuticals market value, 2009-14
                                                                                                                                                                                                        • Future growth of OTC healthcare remedies mirrors inflation
                                                                                                                                                                                                          • Figure 60: Best- and worst-case forecast value sales of OTCs and pharmaceuticals, at current prices, 2009-19
                                                                                                                                                                                                        • Winners in 2015
                                                                                                                                                                                                          • Vitamins, minerals, and supplements benefit from proactive approach to healthcare
                                                                                                                                                                                                            • Severity of illness seasons impacts cold, cough, flu, and allergy
                                                                                                                                                                                                              • Figure 61: Flonase product image
                                                                                                                                                                                                            • Facing challenges in 2015
                                                                                                                                                                                                              • Analgesics face lack of innovation and non-treatment
                                                                                                                                                                                                                • Focus on diet improvements negatively affects gastrointestinal remedies
                                                                                                                                                                                                                  • Steady consumer spending habits
                                                                                                                                                                                                                    • Figure 62: Perceived change in spend on healthcare products compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                  • OTC product type impacts social media interaction
                                                                                                                                                                                                                      • Figure 63: Seeks opinions before purchasing, has posted an opinion – Healthcare products, January 2015
                                                                                                                                                                                                                  • Household Care

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                        • Economizing mindset keeps sales growth in check
                                                                                                                                                                                                                          • Figure 64: Total US household care market value, 2009-14
                                                                                                                                                                                                                        • Potential for slight improvement in household care growth rate
                                                                                                                                                                                                                          • Figure 65: Best- and worst-case forecast value sales of household care, at current prices, 2009-19
                                                                                                                                                                                                                        • Winners for 2015
                                                                                                                                                                                                                          • Cleaning up with quick cleaners
                                                                                                                                                                                                                            • Dishwashing products explore new growth opportunities
                                                                                                                                                                                                                              • Facing challenges in 2015
                                                                                                                                                                                                                                • Declining detergent sales hold down home laundry
                                                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                                                    • Figure 66: Perceived change in spend on household care compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                  • Sharing ideas and new routines
                                                                                                                                                                                                                                    • Figure 67: Seeks opinions before purchasing, has posted an opinion – Household care, January 2015
                                                                                                                                                                                                                                • Clothing, Footwear, and Accessories

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                      • Clothing and accessories market value continues to increase
                                                                                                                                                                                                                                        • Figure 68: Total US clothing, footwear, and accessories market value, 2009-14
                                                                                                                                                                                                                                      • Positive outlook ahead for clothing and accessories market
                                                                                                                                                                                                                                        • Figure 69: Best- and worst-case forecast of sales of clothing, footwear, and accessories, at current prices, 2009-19
                                                                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                                                                        • Women’s and men’s clothing to make gains
                                                                                                                                                                                                                                          • Facing challenges in 2015
                                                                                                                                                                                                                                            • Children’s clothing remains a smaller player
                                                                                                                                                                                                                                              • Changing consumer spending habits
                                                                                                                                                                                                                                                • Figure 70: Perceived change in spend on clothing and accessories compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                              • One in four seek opinions before purchasing
                                                                                                                                                                                                                                                  • Figure 71: Seeks opinions before purchasing, has posted an opinion – Clothing and accessories, January 2015
                                                                                                                                                                                                                                              • Technology and Communications

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                    • Steady growth in technology to see an uptick with recent innovations
                                                                                                                                                                                                                                                      • Figure 72: Total US technology and communications market value, 2009-14
                                                                                                                                                                                                                                                    • Technology brands will need to prove their value
                                                                                                                                                                                                                                                      • Figure 73: Best- and worst-case forecast value sales of technology and communications, at current prices, 2009-19
                                                                                                                                                                                                                                                    • Winners for 2015
                                                                                                                                                                                                                                                      • Televisions to broaden its audience
                                                                                                                                                                                                                                                        • Smartphone sales to grow, though at a slower pace
                                                                                                                                                                                                                                                          • Wearables new on the scene
                                                                                                                                                                                                                                                            • Facing challenges in 2015
                                                                                                                                                                                                                                                              • Mobile services facing a number of challenges
                                                                                                                                                                                                                                                                • Pay TV to struggle as consumer turn to online streaming
                                                                                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                                                                                    • Figure 74: Perceived change in spend on technology and communications compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                                                  • Highly connected consumers: Avid researchers
                                                                                                                                                                                                                                                                    • Figure 75: Seeks opinions before purchasing, has posted an opinion – Technology and communications, January 2015
                                                                                                                                                                                                                                                                • Vacations and Tourism

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                      • Vacation spending outpaced overall in the last five years
                                                                                                                                                                                                                                                                        • Figure 76: Total US vacations and tourism market value, 2009-14
                                                                                                                                                                                                                                                                      • Strong growth predicted for vacations and tourism market
                                                                                                                                                                                                                                                                        • Figure 77: Best- and worst-case forecast value sales of vacations and tourism, at current prices, 2009-19
                                                                                                                                                                                                                                                                      • Winners for 2015
                                                                                                                                                                                                                                                                        • Airlines in strong position to generate revenue in 2015
                                                                                                                                                                                                                                                                          • Hotel revenues boosted by strengthening economy
                                                                                                                                                                                                                                                                            • Cruise lines grow by wooing multiple generations of guests
                                                                                                                                                                                                                                                                              • Theme parks generate revenues through new attractions and technologies
                                                                                                                                                                                                                                                                                • Ground transportation options attract new passengers
                                                                                                                                                                                                                                                                                  • Facing challenges in 2015
                                                                                                                                                                                                                                                                                    • “Sharing economy” could put pressure on profits
                                                                                                                                                                                                                                                                                      • Changing consumer spending habits
                                                                                                                                                                                                                                                                                        • Figure 78: Perceived change in spend on vacations compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                                                                      • Online opinion seeking is common before vacation purchases
                                                                                                                                                                                                                                                                                          • Figure 79: Seeks opinions before purchasing, has posted an opinion – Vacations, January 2015
                                                                                                                                                                                                                                                                                      • Leisure and Entertainment

                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                            • Leisure and entertainment fared well in wake of recession
                                                                                                                                                                                                                                                                                              • Figure 80: Total US leisure and entertainment market value, 2009-14
                                                                                                                                                                                                                                                                                            • Growth forecast to continue at a modest pace
                                                                                                                                                                                                                                                                                                • Figure 81: Best- and worst-case forecast value sales of leisure and entertainment, at current prices, 2009-19
                                                                                                                                                                                                                                                                                              • Winners for 2015
                                                                                                                                                                                                                                                                                                • Leisure consumers yearn for experiences
                                                                                                                                                                                                                                                                                                  • Casinos set to cash in
                                                                                                                                                                                                                                                                                                    • The outdoors is calling
                                                                                                                                                                                                                                                                                                      • Facing challenges in 2015
                                                                                                                                                                                                                                                                                                        • Movie theaters looking for an audience
                                                                                                                                                                                                                                                                                                          • Sports compete for fans
                                                                                                                                                                                                                                                                                                            • Guns and ammo stockpiling reduces need to replenish
                                                                                                                                                                                                                                                                                                              • Changing consumer spending habits
                                                                                                                                                                                                                                                                                                                • Figure 82: Perceived change in spend on leisure/entertainment compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                                                                                              • Leisure consumers look for ideas and opinions
                                                                                                                                                                                                                                                                                                                  • Figure 83: Seeks opinions before purchasing, has posted an opinion – Leisure/entertainment, January 2015
                                                                                                                                                                                                                                                                                                              • Home and Garden

                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                                                                                    • Home and garden spending continues to rise
                                                                                                                                                                                                                                                                                                                      • Figure 84: Total US home and garden market value, 2009-14
                                                                                                                                                                                                                                                                                                                    • Home and garden market poised for continued growth and change
                                                                                                                                                                                                                                                                                                                      • Figure 85: Best- and worst-case forecast value sales of home and garden, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                    • Winners for 2015
                                                                                                                                                                                                                                                                                                                      • Improving economy and efficiency lift washer and dryer sales
                                                                                                                                                                                                                                                                                                                        • Furniture market poised for continued growth
                                                                                                                                                                                                                                                                                                                          • Facing challenges in 2015
                                                                                                                                                                                                                                                                                                                            • Can small kitchen appliances weather the recovery?
                                                                                                                                                                                                                                                                                                                              • More consumers report an increase in spending
                                                                                                                                                                                                                                                                                                                                • Figure 86: Perceived change in spend on home and garden compared to prior years, January 2013, 2014, 2015
                                                                                                                                                                                                                                                                                                                              • Home and garden shoppers seek information and inspiration
                                                                                                                                                                                                                                                                                                                                • Figure 87: Seeks opinions before purchasing, has posted an opinion – Home and garden, January 2015
                                                                                                                                                                                                                                                                                                                              • Major appliances
                                                                                                                                                                                                                                                                                                                                • Figure 88: Helpfulness of information sources – Very helpful, by amount spent, December 2014
                                                                                                                                                                                                                                                                                                                              • Home décor and crafts
                                                                                                                                                                                                                                                                                                                                • Figure 89: Ideas/inspiration for home décor, February 2014
                                                                                                                                                                                                                                                                                                                            • Transportation

                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                                                                                                                  • Growth 2009-14 outpaces all other categories at more than 34%
                                                                                                                                                                                                                                                                                                                                    • Figure 90: Total US transportation market value, 2009-14
                                                                                                                                                                                                                                                                                                                                  • Steady growth forecast, pacing overall spending over the next five years
                                                                                                                                                                                                                                                                                                                                    • Figure 91: Best- and worst-case forecast value sales of transportation, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                  • Winners for 2015
                                                                                                                                                                                                                                                                                                                                    • Demand for new cars brings sales back to pre-recession levels
                                                                                                                                                                                                                                                                                                                                      • Auto innovations boost interest
                                                                                                                                                                                                                                                                                                                                        • Facing challenges in 2015
                                                                                                                                                                                                                                                                                                                                          • DIY shifts to DIFM
                                                                                                                                                                                                                                                                                                                                            • Changing consumer spending habits
                                                                                                                                                                                                                                                                                                                                              • Figure 92: Perceived change in spend on automotive compared to prior years, January 2015
                                                                                                                                                                                                                                                                                                                                            • Automotive consumers invest time into research
                                                                                                                                                                                                                                                                                                                                              • Figure 93: Seeks opinions before purchasing, has posted an opinion – Automotive, January 2015
                                                                                                                                                                                                                                                                                                                                          • Personal Finance

                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                                • The economy continues to strengthen
                                                                                                                                                                                                                                                                                                                                                  • Figure 94: Current financial sentiment, July 2014-September 2014
                                                                                                                                                                                                                                                                                                                                                • Consumer financial services expenditures are increasing
                                                                                                                                                                                                                                                                                                                                                  • Figure 95: Total US personal finance market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                • Continued growth is expected in the next five years
                                                                                                                                                                                                                                                                                                                                                  • Figure 96: Best- and worst-case forecast value sales of personal finance, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                • Winners for 2015
                                                                                                                                                                                                                                                                                                                                                  • Alternative banks present competition to traditional branch networks
                                                                                                                                                                                                                                                                                                                                                    • Figure 97: Change in use of internet-only and alternative banks, by gender, age, and race/Hispanic origin, 2013-14
                                                                                                                                                                                                                                                                                                                                                  • Mobile banking answers consumers’ desires for apps
                                                                                                                                                                                                                                                                                                                                                    • Figure 98: Interest in mobile banking features, October 2014
                                                                                                                                                                                                                                                                                                                                                  • Mobile payments make transactions convenient
                                                                                                                                                                                                                                                                                                                                                    • Figure 99: Interest in mobile payment apps, July 2014
                                                                                                                                                                                                                                                                                                                                                  • The use of social media in financial services
                                                                                                                                                                                                                                                                                                                                                    • Challenges
                                                                                                                                                                                                                                                                                                                                                      • Convincing consumers to contribute to retirement savings
                                                                                                                                                                                                                                                                                                                                                        • Figure 100: Primary financial goals, by generation, September 2014
                                                                                                                                                                                                                                                                                                                                                    • Housing

                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                                                                                                                                                          • Housing expenditures on a steady growth trajectory
                                                                                                                                                                                                                                                                                                                                                            • Figure 101: Total US housing market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                          • Housing expenses will continue to increase
                                                                                                                                                                                                                                                                                                                                                            • Figure 102: Best- and worst-case forecast value sales of housing, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                          • Impact of the economy on the housing market
                                                                                                                                                                                                                                                                                                                                                            • Housing prices continue to increase
                                                                                                                                                                                                                                                                                                                                                              • Figure 103: S&P Case Shiller 20-city Home Price Index, Jan. 1, 2000-Dec.1, 2014
                                                                                                                                                                                                                                                                                                                                                            • Mortgage rates are decreasing
                                                                                                                                                                                                                                                                                                                                                              • Figure 104: Average 30-year fixed mortgage rates, 2006–15
                                                                                                                                                                                                                                                                                                                                                            • Consumers’ attitudes toward homeownership
                                                                                                                                                                                                                                                                                                                                                              • Figure 105: Financial goals within the next year, by generations, September 2014
                                                                                                                                                                                                                                                                                                                                                          • Miscellaneous

                                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                                                                                                                • Slow and steady…miscellaneous spending trends to total
                                                                                                                                                                                                                                                                                                                                                                  • Figure 106: Total US miscellaneous market value, 2009-14
                                                                                                                                                                                                                                                                                                                                                                • Steady growth forecast through 2019, to account for nearly $3.5 trillion
                                                                                                                                                                                                                                                                                                                                                                  • Figure 107: Best- and worst-case forecast value sales of miscellaneous, at current prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                • Winners for 2015
                                                                                                                                                                                                                                                                                                                                                                  • Employment agency services outperform as labor market picks up
                                                                                                                                                                                                                                                                                                                                                                    • Education services maintain growth as costs increase
                                                                                                                                                                                                                                                                                                                                                                      • Funeral and burial services in demand
                                                                                                                                                                                                                                                                                                                                                                        • Facing challenges in 2015
                                                                                                                                                                                                                                                                                                                                                                          • Luggage packs away post-recession growth cycle
                                                                                                                                                                                                                                                                                                                                                                            • Video media rental taper off
                                                                                                                                                                                                                                                                                                                                                                              • Repairs are out as buying new is preferred
                                                                                                                                                                                                                                                                                                                                                                                • Changing consumer spending habits
                                                                                                                                                                                                                                                                                                                                                                                  • Figure 108: Spending versus saving and having extra money, July 2008, January 2013-15
                                                                                                                                                                                                                                                                                                                                                                              • The Consumer – Changes to Spending and Impact of Online Reviews

                                                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                                                  • Changes to consumer spending habits
                                                                                                                                                                                                                                                                                                                                                                                    • Stable spending perceived for most categories
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 109: Perceived changes in spending in 2014 compared to prior years, January 2015
                                                                                                                                                                                                                                                                                                                                                                                      • Lower-income households continue to make cut-backs
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 110: Perceived changes in spending in 2014 compared to prior years – Average across all categories, by household income, January 2015
                                                                                                                                                                                                                                                                                                                                                                                        • Greatest spending gains perceived for in-home food
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 111: Difference between perceived to have spent more and spent less in 2014 compared to prior years, January 2015
                                                                                                                                                                                                                                                                                                                                                                                          • Impact of online reviews
                                                                                                                                                                                                                                                                                                                                                                                            • Opinion seekers likely to have spent more this year across categories
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 112: Perceived to have spent more in 2014 compared to prior years, by seeks opinions from others before purchasing, January 2015
                                                                                                                                                                                                                                                                                                                                                                                              • Positive reviews impact spending
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 113: Perceived changes in spending in 2014 compared to prior years, among those who will consider paying more for products with positive online reviews, January 2015
                                                                                                                                                                                                                                                                                                                                                                                              • The Consumer – Attitudes toward Online Reviews

                                                                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                                                                  • Online reviews influence purchases
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 114: Opinions about online reviews, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                    • Online reviews impactful for ages 25-34
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 115: Opinions about online reviews, by age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                      • Higher-income households agree that reviews are helpful
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 116: Opinions about online reviews, by household income, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                      • Reviewers feel they wield an influence; approval is less important
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 117: Opinions about influences and approval, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 118: Seeking opinions, and seeking validation, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                        • Quantity and variety of online reviews key to building trust
                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 119: Opinions about trustworthiness, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                        • The Consumer – Seeking and Posting Opinions Online

                                                                                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                                                                                            • Opinion seeking is more common than opinion posting
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 120: Seeks opinions from others before purchasing and has posted an opinion about a purchase, by gender, age, gender and age, and household income, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                              • Social media seekers ask for advice or recommendations
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 121: Total online conversations, people seeking recommendations/advice, word normalized, March 10, 2013-March 9, 2015
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 122: Top topics, people seeking recommendations/advice, March 10, 2013-March 9, 2015
                                                                                                                                                                                                                                                                                                                                                                                                              • Demographics of social media seekers
                                                                                                                                                                                                                                                                                                                                                                                                                • Experiential and big-ticket categories attract the most seekers, posters
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 123: Seeks opinions from others before purchasing and has posted an opinion about a purchase, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                  • Opinion posters are more likely to be opinion seekers
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 124: Seeks opinions from others before purchasing, by those who have posted opinions about purchases, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                  • Seeking, posting correlates to social media use and mobile device ownership
                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 125: Seeks opinions from others before purchasing and has posted an opinion about a purchase, by social media use and mobile device ownership, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                    • Those impacted by online reviews are active opinion seekers
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 126: Seeks opinions from others before purchasing, by opinions about online reviews, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 127: Seeks opinions from others before purchasing, by opinions about influences and approval, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                      • People seeking validation are likely opinion posters
                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 128: Has posted an opinion about a purchase, by online opinions, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                      • The Consumer – Where Opinions are Sought

                                                                                                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                          • Opinion seekers look to user and independent review sites for guidance
                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 129: Where opinions are sought before purchasing, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                            • Opinion resources vary by purchase category
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 130: Where opinions are sought before purchasing, by product category, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                              • Opinion seekers aged 35+ prefer independent review sites
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 131: Where opinions are sought before purchasing, by age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                • Young men more likely to seek opinions on social sites
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 132: Where opinions are sought before purchasing, by gender and age, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                  • All types of review websites can influence purchase
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 133: Where opinions are sought before purchasing, by online opinions, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                • The Consumer – Online Review Sites – Usefulness and Trustworthiness

                                                                                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Online review sites used
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Amazon is top resource for product reviews
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 134: Online review sites used to research a purchase, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                        • User demographics of top review sites
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 135: Amazon.com, TripAdvisor, Consumer Reports, Yelp usage, by demographics, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                          • Social media metrics of top user review sites
                                                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 136: Review sites visited, word normalized, March 10, 2013-March 9, 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                            • Usefulness and trustworthiness
                                                                                                                                                                                                                                                                                                                                                                                                                                              • User sites useful; independents deemed most useful, trustworthy
                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 137: Review site usefulness and trustworthiness, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                • Women find independent review sites useful – less trustworthy
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 138: Review site usefulness and trustworthiness, by gender January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                • The Consumer – How Extra Money is Spent

                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Americans spending on experiential categories
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 139: How extra money is spent, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 140: How extra money is spent, January 2015 versus January 2014
                                                                                                                                                                                                                                                                                                                                                                                                                                                    • The Consumer – Segmentation – The Influenced and the Influencers

                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Factor characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 141: Online influence clusters, January 2015
                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Segment 1: Approval Seekers
                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Segment 2: Easily Swayed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Segment 3: Personally Persuaded
                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Segment 4: Non-believer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        • Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • Segment 5: Influenced Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • Insights
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Appendix – Population and Demographic Tables

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 142: Total US population trends and projections, 2000-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 143: Total number of births in the US, and general fertility rate, 2003-13*
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 144: Total US population distribution, by age, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 145: Share of total US population by race/Hispanic origin, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 146: Marital status in the US, by age, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 147: Total US households, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 148: Household types in the US, by age of householder, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 149: US households by number of persons in household, 2013
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 150: Total US households by presence of own children, 2003-13
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Appendix – Category Expenditures Tables

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • In-home food
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 151: Value sales for in-home food, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Dining out
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 152: Value sales for foodservice (dining out and take-away), at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Alcoholic drinks (in home)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 153: Value sales for alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Alcoholic drinks (out of home)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 154: Value sales for alcoholic drinks (out of home), at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Non-alcoholic drinks (in home)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 155: Value sales for non-alcoholic drinks (in home), at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Beauty and personal care
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 156: Value sales for beauty and personal care, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • OTCs and pharmaceuticals
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 157: Value sales for OTCs and pharmaceuticals, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Household care
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 158: Value sales for household care, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Clothing, footwear, and accessories
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 159: Value sales for clothing, footwear, and accessories, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Technology and communications
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 160: Value sales for technology and communications, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Vacations and tourism
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 161: Value sales for vacations and tourism, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Leisure and entertainment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 162: Value sales for leisure and entertainment, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Home and garden
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 163: Value sales for home and garden, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Transportation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 164: Value sales for transportation, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Personal finance
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 165: Value sales for personal finance, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Housing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 166: Value sales for housing, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • Miscellaneous
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 167: Value sales for miscellaneous, at current and inflation-adjusted prices, 2009-19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • Appendix – Fan Chart Forecast Methodology

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    American Lifestyles 2015: The Connected Consumer – Seeking Validation from the Online Collective - US - April 2015

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