2017 Total Market Trends Year-End Review Culturally Integrated Market Research with Total Market Predictions for 2018 淘宝店铺 “Vivian研报” 首次收集整理 获取最新报告及后续更新服务请在淘宝搜索店铺“Vivian研报” 或直接用手机淘宝扫描下方二维码 otal Market Trends In a year hellbent on ripping the seams of the American tapestry, U.S. consumers have proven resilient and capable of weathering political storms, natural disasters, and racial unrest. Fraught with economic uncertainty, the ambiguity that clouded the country’s trajectory did little to stymie the optimism that defined consumer sentiment among key demographics going into 2017. LIVING THE AMERICAN DREAM CONSUMER SENTIMENT U.S. Hispanics are super consumers. While they don’t wear capes, these trendsetters drive early adoption of technology and are frontrunners in the race for digital media consumption, all of which make them saviors of many brands struggling to hang on to market share. But despite being a fan favorite among marketers, Hispanic consumers, in general, are very vulnerable to economic swings and have concerns about the current presidential administration and its views on immigration. However, Hispanics are still enamored with the American Dream and many still see the U.S. as a land of possibility, hope, and progress. Improved 39% Same or Worse 61% 39% of the Total Market felt as if their financial situation had improved since 2016On the opposite end of that spectrum are Asian-Americans who are the least concerned about their financial future and are also the least likely to feel financially overwhelmed, a reality shaped by the fact that they have one of the highest average incomes among the Total Market. EARLY ADOPTERS| MEDIA MAVENS TECHNOLOGY Among Total Market consumers, technology ranked highest on the list of planned major purchases for 2017, ranking highest among Hispanics and African-Americans, but lowest, overall, among White consumers. At 48%, Asians, however, are most likely of all demographics to purchase a new smartphone, which is 12% higher than 2016. Hispanics, at 46%, are second most likely. But purchasing tech hardware wasn’t the only force driving technology consumption this year. Purchases Planned for Next 12 Months Thinking about major purchases that people might buy for themselves or family, what are you planning to purchase any of the following in the next 12 monthsTotal MarketHispanicWhiteAfrican AmericanAsian otal Market Trends ADOPTION OF AUTONOMOUS TECHNOLOGY IS ON THE RISE, DRIVEN BY AFRICAN-AMERICANS. Major cities are launching marketing campaigns to persuade consumers and city leaders to opt out of their gas guzzling vehicles in favor of zero-emission mass transit. The automotive industry has had to evolve to stay relevant among consumers who’d rather bike to work instead of spending hours in their cars in gridlock crawling back and forth to the suburbs. One of the auto industry’s greatest defenses has been the innovations in technology. One consumer demographic, in particular, is accelerating toward trendsetter status in automotive technology adoption – African-American consumers. Nearly half of African-Americans were looking to purchase a vehicle this year. Under the hood, they’re looking for engine and fuel technology advances. African-Americans lead the way in acceptance of new technologies such as electric only and hydrogen powered cars: 49% of African-Americans were making plans to purchase a brand new car or truck in 2017, the most likely to purchase of all demographics (Hispanics were closet being at 44%). 4
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