A year-long study of how changing demographics and a shifting economy impact everyday spending.
American Demographics
How the U.S. Watches Cable
In this week's Ad Age we looked at what Network TV shows have the most skewed audiences in the segments we've been tracking through the American Consumer Project. This map is the cable counterpart.
Ad Age Looks at Who's Watching What Where
We took data released last fall from a 25,000-household survey and analyzed the top first-run network shows that respondents said they had watched in the previous seven days.
The Demographics of Health Care
Certain areas are more prone to certain kinds of illnesses. But more important is what the residents there do when they get sick.
Stat of the Day: How Three Generations Spent in their 20s
Boomers, Gen-X, and Millennials all spent nearly the same amount when each group was 25-34. But how they spent it varied greatly and in surprising ways.
American Consumer Project: Jennifer in Grayson County, Texas
For the next year, Ad Age is following 11 households to examine consumer behavior. Meet Jennifer: She's a couple of years, and a couple of degrees, from being a soccer mom.
American Consumer Project: Rosemary in Howard County, Md.
In October, Ad Age began a yearlong look at the American Consumer. Working with Esri and the Patchwork Nation, we are tracking 11 households in 11 representative counties to examine the impact of demographic and economic change on consumer behavior. In this piece we introduce Rosemary and John in Howard County, Md. -- one of the most affluent counties in the U.S.
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.
