2017美国消费市场年终回顾及2018市场预测（英文版）_17页-2mb

2017 Total Market Trends Summary

Core Content Overview

The 2017 Total Market Trends report highlights the evolving behaviors and preferences of U.S. consumers across key demographics, focusing on consumer sentiment, technology adoption, streaming habits, and spending patterns. It also outlines marketing predictions for 2018, emphasizing the importance of cultural relevance and diversity in content creation.

Main Points

Consumer Sentiment

• Despite political and economic uncertainty, U.S. consumers remained optimistic.
• 39% of the Total Market felt their financial situation had improved since 2016.
• U.S. Hispanics are described as "super consumers" who drive early adoption of technology and digital media, but are vulnerable to economic changes.
• Asian-Americans are the least concerned about their financial future and least likely to feel financially overwhelmed, attributed to their high average income.

Technology Adoption

• 48% of Asian-Americans and 46% of Hispanics are most likely to purchase a new smartphone in 2017, compared to lower percentages among other demographics.
• African-Americans are leading in the adoption of advanced automotive technologies, including electric and hydrogen-powered vehicles.
• 49% of African-Americans plan to buy a new car or truck in 2017, the highest among all demographics.
• African-Americans are more comfortable with semi-autonomous driving (68%) and fully-autonomous vehicles (falling just below Hispanics).
• 30% of Total Market households own a voice-controlled smart speaker, with Millennials being the primary adopters.

Streaming and TV Habits

• Live TV remains popular, especially among African-Americans, with 73% watching live TV when shows air on network TV.
• Hispanics are the top users of Netflix, with 61% using it, compared to 49% of Asians and 55% of African-Americans.
• Hispanics also lead in YouTube usage, with 11% of them using it as their primary method for watching TV programming, significantly higher than other groups.
• Asian-Americans have the highest YouTube usage at 20%, which is significantly higher than other demographics.
• YouTube is noted for providing content in various Asian languages, which better represents the Asian diaspora.

Consumer Spending

• Online shopping dominated holiday spending, especially among Hispanics and Asians.
• 62% of Hispanics who plan to shop online will use their smartphones, higher than the 50% Total Market average.
• 33% of Hispanics and 39% of African-Americans plan to increase their holiday spending.
• Gen Z shoppers (ages 2-19) are surprisingly influenced by traditional media, such as print ads, and rely on friends or family for product knowledge.
• 69% of Gen Z shoppers prefer to save up for expensive items, with 74% of Hispanics leading the way.

Marketing Predictions for 2018

• Content start-ups will disrupt the media landscape by creating culturally relevant digital entertainment.
• Cultural consultants will play a crucial role in reducing cultural uncertainty and aligning brand content with audience values.
• Multiculturalism and diversity are moving from buzzwords to core marketing strategies, with brands that integrate these values expected to gain a competitive edge.
• ThinkNow Research is highlighted as a leader in culturally-integrated market research, offering insights for companies and government agencies, and managing a large Hispanic online panel for research and sampling.

Key Information

• Technology is a major planned purchase, with Hispanics and African-Americans leading in adoption.
• African-Americans are the most likely to adopt new car technologies and prefer semi-autonomous driving.
• Hispanics are the most engaged with streaming services, particularly Netflix and YouTube.
• Asian-Americans are the most financially savvy, with high income and low concern about financial future.
• Smart speaker ownership is rising, with a multicultural trend, and is most prevalent among African-Americans and Asians.
• Gen Z is a significant demographic, with traditional media influence and a preference for saving up for expensive purchases.
• Marketing in 2018 will focus on content that reflects cultural diversity and authenticity, with cultural consultants and multicultural strategies playing a pivotal role.

Conclusion

The report underscores the importance of understanding and catering to the diverse needs and preferences of U.S. consumers. It highlights the role of technology, streaming, and traditional media in shaping consumer behavior, and predicts a shift towards more culturally inclusive marketing strategies in the coming year.