A year-long study of how changing demographics and a shifting economy impact everyday spending.
American Demographics
American Consumer Project: Dale and Frankie in Teton County, Mont.
For the next year, Ad Age is following 11 households to examine consumer behavior. Meet Dale and Frankie, Boomer Farmers in Big Sky Country. Among the things they don't teach you in Marketing 101: The difference between farming and ranching (hint: moo), but if you want to understand the people who live in these counties, it helps to understand what they're facing each day.
Trying to Decide on a Cause-Marketing Category? Consumer Location is Key
Donating to the arts may not be as important as keeping the local church thriving, depending on what part of the country you ask. We offer some insight for those looking for the right cause to support.
American Consumer Project: Alfredo in Los Angeles County
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over a year. Meet Alfredo, a Cuban immigrant struggling with the American Dream.
American Consumer Project: Basha in Lake County, Florida
In October, Ad Age began a yearlong look at the American Consumer. Working with Esri and the Patchwork Nation to examine the impact of demographic and economic change on consumer behavior, we're tracking 11 households in 11 representative counties. In this piece meet Basha, a preboomer on the go.
American Consumer Project: Jay in Leavenworth County, Kan.
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over the next year. Meet Jay, a young teacher, student and salsa eater. He grew up poor, and while many of those in his community give back in the military, he stayed and gives back through teaching and coaching.
American Consumer Project: Andrew in Hampden County, Mass.
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over the next year. Meet Andrew, a millennial Latino with big aspirations.
Williston: The Town the Recession Forgot
Welcome to Williston. It's not just a city the recession forgot; it's living, breathing example of just how bad the economy is everywhere else.
Mobile-Home Market in Flux, but Warren Buffett Finds a Road to Profit
LOS ANGELES (AdAge.com) -- Warren Buffett this decade became the nation's No. 1 manufacturer of mobile homes -- or, as the industry prefers to call them, manufactured housing -- by acquiring Clayton Homes and bankrupt Oakwood Homes in 2003 and 2004, the two worst years for mobile-home shipments in decades. Good timing by a famed contrarian? We'll see.
As the Wealthy Splurge, Overall Spending Jumps
LOS ANGELES (AdAge.com) -- Consumer spending keeps surging as the rich keep splurging. Consumer spending on goods and services last year jumped 6.9%, according to Bureau of Economic Analysis data. That figure, which compares annualized, seasonally adjusted third-quarter spending vs. 2005, marks the biggest growth since the bubble year of 2000.
Consumers Cite Past Experience as the No. 1 Influencer When Buying
LOS ANGELES (AdAge.com) -- It's time to rediscover the true meaning of Christmas: shopping. So how do consumers decide what to buy? In a survey by GfK Roper Consulting, 83% of adults cited past experience with a brand as the most important factor in their purchase decisions. Quality and price -- issues often promoted in advertising -- ranked second and third. Personal recommendations came in fourth, highlighting the importance of word of mouth.
According to National Income Data, Blue Is the Real Color of Money
LOS ANGELES (AdAge.com) -- Democrats are the party of the ... rich? It might seem that way, judging from new data on the richest and poorest states. Eight of the 10 states with highest median household income went blue in 2004, backing Democrat John Kerry. All 10 of the poorest were red states, voting for President Bush.
New Census Data Details Major Changes in Language Landscape
LOS ANGELES (AdAge.com) -- If you want to communicate with California, you may need to try a language other than English or even Spanish. A full 42% of Californians speak a language other than English at home, with two-thirds of that group (28%) speaking Spanish and the rest speaking some other tongue.
Online Methods Upend Consumer Survey Business
LOS ANGELES (AdAge.com) -- Want to know what consumers think? Go online. Internet-based questionnaires this year will account for nearly one-third of U.S. spending on market-research surveys, according to the newsletter Inside Research. Marketers get their results more quickly and -- aided by a brutal price war-for less money.
The Fastest-Growing Counties Could Be Closer Than You Think
LOS ANGELES (AdAge.com) -- Looking for where consumers are going and growing? You may not need to leave your state. The nation's 100 fastest-growing counties are spread across 28 states, with hot pockets of growth far from the Sun Belt.
U.S. Population Weighs in as the World's Most Obese
LOS ANGELES (AdAge.com) -- One-third of the global population age 15 or older is overweight or obese, according to an American Demographics analysis. And, not surprisingly, the U.S. is the world leader, with nearly 23% of the world's obese population age 15 or older, according to the analysis.
Recession's Long Gone, but Average Income Isn't Budging
LOS ANGELES (AdAge.com) -- It's the day of reckoning for taxpayers and not a bad time to assess the state of finances for the average American family. How are consumers doing? It's a mixed picture.
Understanding the 'Generation Wireless' Demographic
A majority -- 57% -- of teens age 13-17 now have a cellphone, but that's far below the 80% of adults 18-plus who own a phone. Still, for a glimpse of the future, look no further than Generation Wireless.
Connected and Craving: Teens Hungry for Latest Cellphone Technology
A majority -- 57% -- of teens age 13-17 now have a cellphone, but that's far below the 80% of adults 18-plus who own a phone. Still, for a glimpse of the future, look no further than Generation Wireless.
Rising Debt and Job Worries Stress Consumers
An American Demographics Report
LOS ANGELES (AdAge.com) -- Unemployment is down to 4.7%, the lowest since 2001. The economy has added 7.8 million jobs since the recession. White House advisers last week said the economy is enjoying "sustained expansion" and is near the definition of full employment. So how come one-third of workers are worried about layoffs?
