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American Lifestyles - US - January 2012

In 2012, America is a country facing steep challenges. The economy still tops the list of personal concerns, but a range of other difficulties directly affect businesses across a spectrum of categories. Continuing high unemployment, declining median household incomes, decreasing disposable income, and listless consumer confidence are all factors contributing to deep concerns about many issues. These concerns include, but are not limited to, healthcare costs, standards of living, tax increases, and U.S. politics.

This report analyzes how these issues dictate American consumer behaviors and attitudesand offers in-depth examination of these and other factors in five distinct but overlapping sections:

  • Issues of Concern to Americans Today
  • An Aging Population
  • Americans’ Shifting Spending Habits
  • Americans’ Reprioritizing How to Spend Time
  • American Dreams and Disillusionment

In analyzing these issues, this report draws on a number of Mintel publications that address American lifestyles, as well as trended data from Mintel’s own exclusive consumer surveys. Further, Mintel has applied trends from its Inspire platform to each of the key areas to illustrate how they will impact businesses and consumers in 2012 and beyond.

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Table of contents

  1. Scope and Themes

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

                    • American concerns extend from the economy to personal and social issues
                      • Economic factors drive many of the issues concerning Americans
                        • Figure 1: Unemployment and underemployment, January 2007-December 2011
                        • Figure 2: Consumer confidence, March 2007-November 2011
                        • Figure 3: Attitudes toward personal finances, 2005-11
                      • Economic concerns and financial issues cross demographics
                          • Figure 4: Economic/Financial issues, October-November 2011
                        • Personal health and food safety concerns common among Americans
                          • Figure 5: Health issues, October-November 2011
                        • Opportunity: food brands can target blacks and Hispanics with healthy fare
                          • Figure 6: Prevalence of obesity among U.S. adults aged 20 and older, by sex and race/ethnicity, for selected years 1988-94 through 2007-08
                        • A variety of social, political, and environmental concerns on the minds of many
                            • Figure 7: Social, political, environmental issues, October-November 2011
                          • Aging population has wide implications on a variety of services and industries
                            • Figure 8: U.S. population, by age, 2006-16
                          • Some companies recognize the opportunities and are catering to older consumers
                            • Innovations making life easier for aging in place
                              • Opportunity: voice technology has potential in eldercare market
                                • Opportunity: motion sensor technology can offer independence for seniors
                                  • Marketers shifting their strategies to attract seniors
                                    • Americans shift spending in face of flat wages and rising costs
                                        • Figure 9: Average annual expenditures by major category, by consumer unit, 2010
                                        • Figure 10: Food and beverage spending changes compared with last year, October-November 2011
                                        • Figure 11: Personal care and clothing spending changes compared with last year, October-November 2011
                                        • Figure 12: Personal and household items spending changes compared with last year, October-November 2011
                                      • Food stores capitalize on the home cooking trend
                                        • Americans also reprioritizing how to spend time
                                          • In-home activities gain in popularity
                                              • Figure 13: Average hours per weekday spent in primary activities, by all persons aged 15 and older, 2010
                                            • Opportunity: Increase in home cooking and private label food purchases may translate to store brand cookbooks
                                              • Figure 14: Economy-driven changes in cooking behavior compared with last year, May 2011
                                            • Americans still dream, but many are disillusioned
                                              • Pessimism outweighs optimism, but the dream is alive
                                                  • Figure 15: American Dream composite Index, June 2011-November 2011
                                                • Selling the “American Dream”
                                                  • American dichotomies
                                                    • Figure 16: American optimism vs. pessimism, October-November 2011
                                                • Insights and Opportunities

                                                  • In reference to: Issues of Concern to Americans Today
                                                    • Blacks and Hispanics should be targeted by healthy, affordable food brands
                                                      • In reference to: An Aging Population
                                                        • Voice technology and speech recognition in eldercare
                                                          • Motion sensors can move into the therapy room and beyond
                                                            • In reference to: Americans’ Shifting Spending Habits
                                                              • Food retailers can encourage home cooking with store brand cookbooks
                                                                • In reference to: Americans Reprioritizing How to Spend Time
                                                                  • Leisure venues can better persuade nesters to get out, despite economy
                                                                  • Issues of Concern to Americans Today

                                                                    • Overview
                                                                      • Background factors
                                                                        • Key points
                                                                          • Economy, healthcare costs, personal finances top list of concerns
                                                                            • Economic concerns voiced by majority
                                                                                • Figure 17: Personally concerned with economic/financial issues, October-November 2011
                                                                              • Concerns about personal health coincide with declining insurance coverage rate
                                                                                • Figure 18: Personally concerned with health issues, October-November 2011
                                                                              • Social, political issues more of a concern than the environment
                                                                                  • Figure 19: Personally concerned with social/political/environmental issues, October-November 2011
                                                                                • Inspire Insights
                                                                                  • Trend: Totophobia
                                                                                    • Figure 20: Exterior of Chicago CTA North/Clybourn station, October 2010
                                                                                    • Figure 21: Unemployment and underemployment, January 2007-December 2011
                                                                                    • Figure 22: Consumer confidence, March 2007-November 2011
                                                                                    • Figure 23: Attitudes toward personal finances, 2005-11
                                                                                    • Figure 24: Personal financial situation compared to 12 months ago, 2008-11
                                                                                    • Figure 25: U.S. house prices as measured by FHFA monthly seasonally adjusted index, 1991-2011
                                                                                    • Figure 26: Very concerned with economic/financial issues, by age, October-November 2011
                                                                                    • Figure 27: Very concerned with economic/financial issues, by household income, October-November 2011
                                                                                    • Figure 28: Very concerned with economic/financial issues, by race/Hispanic origin, October-November 2011
                                                                                    • Figure 29: Median household income, by race and Hispanic origin of householder, 2010
                                                                                    • Figure 30: Very concerned with economic/financial issues, by employment status, October-November 2011
                                                                                    • Figure 31: Prevalence of obesity among U.S. adults aged 20 and older, by sex and race/ethnicity, for selected years 1988-94 through 2007-08
                                                                                    • Figure 32: Health/life insurance, 2005-11
                                                                                    • Figure 33: Presently watching diet, 2005-11
                                                                                    • Figure 34: Very or somewhat concerned with health issues, October-November 2011
                                                                                    • Figure 35: Very concerned with health issues, by household income, October-November 2011
                                                                                    • Figure 36: Changes in cooking at home and eating behaviors compared with last year, 2008-11
                                                                                    • Figure 37: Very concerned with social/political/environmental issues, by gender, October-November 2011
                                                                                    • Figure 38: Very concerned with social/political/environmental issues, by age, October-November 2011
                                                                                    • Figure 39: Very concerned with social/political/environmental issues, by household income, October-November 2011
                                                                                    • Figure 40: Very concerned with social/political/environmental issues, by race/Hispanic origin, October-November 2011
                                                                                • An Aging Population

                                                                                  • Overview
                                                                                    • Background factors
                                                                                      • Key points
                                                                                        • A graying America
                                                                                          • Figure 41: Population, by age, 2006-16
                                                                                        • Baby Boomers account for one quarter of the population
                                                                                            • Figure 42: Population, by generation, 2011
                                                                                          • Older populations are primarily white and non-Hispanic
                                                                                            • Figure 43: Generations, by race, 2011
                                                                                            • Figure 44: Generations, by Hispanic origin, 2011
                                                                                          • Inspire insights
                                                                                            • Trend: Retired for Hire
                                                                                              • Leading companies
                                                                                                • Key points
                                                                                                  • Tech companies help seniors age in place, but more advances needed
                                                                                                    • Remote sensor technology offered by several companies
                                                                                                      • Personal emergency response systems go mobile
                                                                                                        • Financial services to address seniors and the elderly
                                                                                                          • Retirement communities may face a deluge in near future
                                                                                                            • Brookdale Senior Living
                                                                                                            • Innovations and Innovators

                                                                                                              • Intel and GE team for mobile health products
                                                                                                                • Gyms for the aging
                                                                                                                  • Jane Fonda signature workout DVDs
                                                                                                                    • Cell phones for seniors
                                                                                                                    • A Shift in the Advertising Landscape

                                                                                                                      • Overview
                                                                                                                        • Walgreens puts more focus on the aging population
                                                                                                                          • Figure 45: Walgreens, No appointment necessary TV ad, 2011
                                                                                                                        • Procter & Gamble targets Boomers
                                                                                                                          • General Mills recognizes that fiber is important to aging consumers
                                                                                                                            • Eldercare support and expectations
                                                                                                                              • Key points
                                                                                                                                • One in five expect to financially assist an older family member
                                                                                                                                  • Figure 46: Eldercare and financial/housing assistance for others, October-November 2011
                                                                                                                                • 18-24s most likely to expect to financially aid an older family member
                                                                                                                                  • Figure 47: Eldercare and financial/housing assistance for others, by age, October-November 2011
                                                                                                                                • Nearly four in 10 are concerned with their future care
                                                                                                                                  • Figure 48: Eldercare concerns and plans for self, October-November 2011
                                                                                                                                • Young Boomers most concerned about who will care for them when they are older
                                                                                                                                  • Figure 49: Eldercare concerns and plans for self, by age, October-November 2011
                                                                                                                                • Affluent households most likely to have saved or planned for older years
                                                                                                                                  • Figure 50: Eldercare concerns and plans for self, by household income, October-November 2011
                                                                                                                              • Americans’ Shifting Spending Habits

                                                                                                                                • Overview
                                                                                                                                  • Background factors
                                                                                                                                    • Key points
                                                                                                                                      • Annual expenditures decrease from 2006-10; housing tops expenditures
                                                                                                                                        • Figure 51: Average annual expenditures, by consumer unit, 2006-10
                                                                                                                                      • Factors driving the shift
                                                                                                                                        • Key points
                                                                                                                                          • Median household income declines from 2008-10
                                                                                                                                            • Figure 52: Median household income in inflation-adjusted dollars, 2000-10
                                                                                                                                          • Disposable personal income mostly flat from December 2009
                                                                                                                                            • Figure 53: Disposable personal income, January 2007-October 2011
                                                                                                                                          • Americans attending college in record numbers
                                                                                                                                            • Figure 54: Actual and projected enrollment at degree-granting institutions, by age, 2006-16
                                                                                                                                          • Economic concerns prompt consumers to focus on home cooking
                                                                                                                                            • Figure 55: Economy-driven changes in cooking behavior compared with last year, May 2011
                                                                                                                                          • Cost of healthcare rising steadily, outpacing wages and inflation
                                                                                                                                            • Inspire insights
                                                                                                                                              • Trend: Survival Skills
                                                                                                                                                • Discretionary spending trends
                                                                                                                                                  • Caution about spending on nonessentials increases in the last year
                                                                                                                                                    • Figure 56: Attitudes toward discretionary spending, 2010-11
                                                                                                                                                  • More affluent are less cautious about discretionary spending
                                                                                                                                                    • Figure 57: Attitudes toward discretionary spending, by household income, October-November 2011
                                                                                                                                                  • Blacks most likely to be cautious of spending on nonessentials
                                                                                                                                                    • Figure 58: Attitudes toward discretionary spending, by race/Hispanic origin, October-November 2011
                                                                                                                                                  • Overall spending habits
                                                                                                                                                    • Use of credit cards up significantly between 2010 and 2011
                                                                                                                                                      • Figure 59: Changes in shopping behavior and credit card use compared with last year, 2008-11
                                                                                                                                                    • Most respondents spending about the same or more on food at home
                                                                                                                                                        • Figure 60: Food and beverage spending changes compared with last year, October-November 2011
                                                                                                                                                      • Majority spent about the same or less on apparel/footwear, beauty/personal care
                                                                                                                                                        • Figure 61: Personal care and clothing spending changes compared with last year, October-November 2011
                                                                                                                                                      • More than four in 10 spending about the same on personal transport
                                                                                                                                                          • Figure 62: Personal and household items spending changes compared with last year, October-November 2011
                                                                                                                                                          • Figure 63: Traveler sentiment index, March 2007-October 2011
                                                                                                                                                        • Walking/biking as transportation increases from 2010-11
                                                                                                                                                          • Figure 64: Changes in transportation behaviors compared with last year, 2008-11
                                                                                                                                                        • Electronics and entertainment spending mostly down or about the same
                                                                                                                                                            • Figure 65: Electronics and entertainment spending changes compared with last year, October-November 2011
                                                                                                                                                          • Trended spending habits compared with last year
                                                                                                                                                            • Mobile phone spending increases most
                                                                                                                                                              • Figure 66: Spending more compared with last year, 2008-11
                                                                                                                                                            • Cable and satellite television programming use grows from 2005-11
                                                                                                                                                              • Figure 67: Household cable/satellite television programming, 2005-11
                                                                                                                                                            • Leading retail companies
                                                                                                                                                              • Key points
                                                                                                                                                                • Demand for food store brands increases during the economic downturn
                                                                                                                                                                  • Safeway’s wide selection of store brands bring affordable quality
                                                                                                                                                                    • Figure 68: Safeway Select holiday appetizers TV ad, 2011
                                                                                                                                                                  • Target’s multitier line of private label foods support the “Expect More, Pay Less” tag
                                                                                                                                                                  • Americans Reprioritizing How to Spend Time

                                                                                                                                                                    • Overview
                                                                                                                                                                      • Background factors
                                                                                                                                                                        • Key points
                                                                                                                                                                          • An increase in time spent on caring for non-household family
                                                                                                                                                                            • Figure 69: Average hours per weekday spent in primary activities, by all persons aged 15 and older, 2006-10
                                                                                                                                                                          • More time and money spent on in-home meal prep
                                                                                                                                                                            • Figure 70: Time spent in food preparation and cleanup per day by all persons aged 15 and older, and by gender, 2005-10
                                                                                                                                                                          • Factors driving the shift
                                                                                                                                                                            • Key points
                                                                                                                                                                              • Less workforce participation opens up free time
                                                                                                                                                                                • Figure 71: Labor force participation, January 2007-November 2011
                                                                                                                                                                              • Inspire insights
                                                                                                                                                                                • Trend: Slow it All Down
                                                                                                                                                                                  • Spending time differently in a stagnant economy
                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Majority of Americans continue to stay close to home
                                                                                                                                                                                        • Figure 72: Changes in home-based behaviors compared with last year, 2008-11
                                                                                                                                                                                      • Low-cost, stay-at-home activities trending upward
                                                                                                                                                                                        • Figure 73: How time spent doing activities has changed compared with last year, October-November 2011
                                                                                                                                                                                      • More time spent on social networking for social reasons
                                                                                                                                                                                        • Figure 74: How time spent social networking has changed compared with last year, by age, October-November 2011
                                                                                                                                                                                      • Lower-income respondents spending less time social networking
                                                                                                                                                                                        • Figure 75: How time spent social networking has changed compared with last year, by household income, October-November 2011
                                                                                                                                                                                      • Hispanics, Asians most likely to be spending more time on social networking for social reasons
                                                                                                                                                                                        • Figure 76: How time spent social networking has changed compared with last year, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                    • American Dreams and Disillusionment

                                                                                                                                                                                      • Overview
                                                                                                                                                                                        • Background factors
                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Belief in the American Dream shaky from month to month
                                                                                                                                                                                                • Figure 77: American Dream composite Index, June 2011-November 2011
                                                                                                                                                                                              • Expectations decline for a better life for future generations
                                                                                                                                                                                                • Figure 78: Likelihood that today’s youth will have a better life than parents, January 1983-April 2011
                                                                                                                                                                                              • Factors driving the shift
                                                                                                                                                                                                • Inspire insights
                                                                                                                                                                                                  • Trend: Prepare for the Worst
                                                                                                                                                                                                    • Selling the American Dream with aspirational advertising
                                                                                                                                                                                                      • American Family Insurance TV advertising
                                                                                                                                                                                                        • Figure 79: American Family Insurance, Your dream is out there TV ad, 2011
                                                                                                                                                                                                      • Levi’s TV advertising
                                                                                                                                                                                                        • Figure 80: Levi’s, Go forth TV ad, 2011
                                                                                                                                                                                                      • American dichotomies
                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Feelings about the future: youthful optimism versus life experience
                                                                                                                                                                                                            • Figure 81: Feelings about future (better or worse), by age, October-November 2011
                                                                                                                                                                                                          • Urban respondents more optimistic about future; rural more pessimistic
                                                                                                                                                                                                            • Figure 82: Feelings about future (better or worse), by urban area, October-November 2011
                                                                                                                                                                                                          • Two thirds would have made different career decisions if given the opportunity
                                                                                                                                                                                                            • Figure 83: (Would or would not) have made different career decisions, by household income, October-November 2011
                                                                                                                                                                                                          • Blacks, Asians most likely to make different career choices if possible
                                                                                                                                                                                                            • Figure 84: (Would or would not) have made different career decisions, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                          • Majority of respondents say their financial situation is worse than expected for their age
                                                                                                                                                                                                            • Figure 85: Financial situation is (better or worse) than expected for age, by age, October-November 2011
                                                                                                                                                                                                          • Standard of living versus parents’ standard of living: current and future
                                                                                                                                                                                                              • Figure 86: Standard of living is/will be (better or worse) than parents’, by age, October-November 2011
                                                                                                                                                                                                            • A majority feel they can get ahead with hard work
                                                                                                                                                                                                              • Figure 87: Results of working hard (get ahead or no change), by age, October-November 2011
                                                                                                                                                                                                            • Blacks, Asians, Hispanics most likely to feel hard work gets them ahead
                                                                                                                                                                                                              • Figure 88: Results of working hard (get ahead or no change), by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                            • Six in 10 say rich people had advantages from the start—or took advantage of others
                                                                                                                                                                                                              • Figure 89: Perception of how rich people become wealthy, by age, October-November 2011
                                                                                                                                                                                                            • Affluent respondents most likely to say wealth is earned from hard work
                                                                                                                                                                                                              • Figure 90: Perception of how rich people become wealthy, by household income, October-November 2011
                                                                                                                                                                                                            • Half believe they’ve had the same life opportunities as most, one quarter of men think they’ve had less
                                                                                                                                                                                                              • Figure 91: Have had (more, less, or about the same) opportunities as most, by gender, October-November 2011
                                                                                                                                                                                                            • 18-24s most likely to feel they have had more opportunities than most
                                                                                                                                                                                                              • Figure 92: Have had (more, less, or about the same) opportunities as most, by age, October-November 2011
                                                                                                                                                                                                            • Lower-income individuals most likely to feel they have had less opportunities
                                                                                                                                                                                                              • Figure 93: Have had (more, less, or about the same) opportunities as most, by household income, October-November 2011
                                                                                                                                                                                                            • Most agree a college degree is worth the expense
                                                                                                                                                                                                              • Figure 94: College degree (worth or not worth) the expense, by age, October-November 2011
                                                                                                                                                                                                            • Affluents most likely to agree a college degree is worth the expense
                                                                                                                                                                                                              • Figure 95: College degree (worth or not worth) the expense, by household income, October-November 2011
                                                                                                                                                                                                            • A majority of college graduates feel a degree is worth the expense
                                                                                                                                                                                                              • Figure 96: College degree (worth or not worth) the expense, by household income, October-November 2011
                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                            • Issues of concern to Americans today
                                                                                                                                                                                                              • Figure 97: Very concerned with health issues, by presence and number of children in household, October-November 2011
                                                                                                                                                                                                            • An aging population
                                                                                                                                                                                                              • Figure 98: Eldercare and financial/housing assistance for others, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                              • Figure 99: Eldercare concerns and plans for self, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                            • American dreams and disillusionment
                                                                                                                                                                                                              • Figure 100: Financial situation is (better or worse) than expected for age, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                              • Figure 101: Standard of living is/will be (better or worse) than parents’, by gender, October-November 2011
                                                                                                                                                                                                              • Figure 102: Results of working hard (get ahead or no change), by household income, October-November 2011
                                                                                                                                                                                                              • Figure 103: Have had (more, less, or about the same) opportunities as most, by race/Hispanic origin, October-November 2011
                                                                                                                                                                                                              • Figure 104: College degree (worth or not worth) the expense, by gender, October-November 2011

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • Albertsons Inc.
                                                                                                                                                                                                          • American Association of Retired Persons (AARP)
                                                                                                                                                                                                          • American Diabetes Association
                                                                                                                                                                                                          • American Express Company (The)
                                                                                                                                                                                                          • Apple, Inc
                                                                                                                                                                                                          • Bank of America Corporation
                                                                                                                                                                                                          • Barnes & Noble, Inc
                                                                                                                                                                                                          • Bloomberg L.P.
                                                                                                                                                                                                          • Bureau of Economic Analysis
                                                                                                                                                                                                          • CareerBuilder Inc.
                                                                                                                                                                                                          • CBS Corporation
                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                          • Centers for Medicare & Medicaid Services
                                                                                                                                                                                                          • Curves International, Inc.
                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                          • Federal Aviation Administration (FAA)
                                                                                                                                                                                                          • Gallup Organization, The
                                                                                                                                                                                                          • General Electric Company
                                                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                                                          • Google, Inc.
                                                                                                                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                                                                                                                          • Intel Corporation
                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                          • Levi Strauss
                                                                                                                                                                                                          • LinkedIn
                                                                                                                                                                                                          • Los Angeles Times
                                                                                                                                                                                                          • MasterCard Incorporated
                                                                                                                                                                                                          • Microsoft USA
                                                                                                                                                                                                          • Morgan Stanley
                                                                                                                                                                                                          • MySpace.com
                                                                                                                                                                                                          • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                          • Prudential Financial, Inc
                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                          • Samsung Electronics (USA)
                                                                                                                                                                                                          • Social Security Administration
                                                                                                                                                                                                          • Sony Corporation of America
                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                          • The New York Times Company
                                                                                                                                                                                                          • The Vanguard Group, Inc.
                                                                                                                                                                                                          • TiVo Inc
                                                                                                                                                                                                          • Turner Broadcasting System, Inc.
                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                          • University of Michigan, The
                                                                                                                                                                                                          • USA Today
                                                                                                                                                                                                          • Verizon Wireless (Cellco)
                                                                                                                                                                                                          • Visa U.S.A. Inc.
                                                                                                                                                                                                          • Volkswagen AG
                                                                                                                                                                                                          • Volkswagen of America, Inc.
                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                          • Washington Post Company (The)
                                                                                                                                                                                                          • Wine Institute (The)
                                                                                                                                                                                                          • Yahoo! Inc
                                                                                                                                                                                                          • YMCA of the USA
                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                          American Lifestyles - US - January 2012

                                                                                                                                                                                                          £3,277.28 (Excl.Tax)