《電通（Dentsu）：2025年2月美國消費者心智調研報告（英文版）（18頁）.pdf》由會員分享，可在線閱讀，更多相關《電通（Dentsu）：2025年2月美國消費者心智調研報告（英文版）（18頁）.pdf（18頁珍藏版）》請在三個皮匠報告上搜索。

1、01US CONSUMER NAVIGATOR American MindsetFEBRUARY 2025ABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded February 12th,2025 Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older Cont

2、rols for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)020303WHERE WEVE BEEN:THE PAST FOUR WAVESOCTOBERNOVEMBERJANUARYFEBRUARYCONFIDENCE IN THE FUTURE,WHILE CURRENTLY FEELING BADMore Americans feel the US econom

3、y will get better in the near futureMore Americans feel their personal financial situation will get better in the near futureHowever,consumers continue to feel their current circumstances both economic and personal are worse off.DIVIDED CONSUMER SENTIMENTConsumer perspective is divided on the curren

4、t shape of the US economy.Half of consumers think the US is in a recession.Division is also reflected in how consumers feel about their personal finances.A month out from the election,Americans are spending more media time keeping up with coverage.PESSIMISM TOWARDS THE PRESENT AND THE FUTUREThe asse

5、ssment of the current economy has significantly worsened.After an upward trend in the Fall,optimism towards the direction of the economy has also decreased.Optimism about personal finances has also worsened.In particular,Millennials whose finances have possibly taken a greater hit during the holiday

6、s report that their ability to afford necessary expenses is declining.DEEPENING DIVIDE IN ECONOMIC EXPERIENCE63%of consumers say the economy is in not good or terrible shape.45%of Gen Z and 46%of Millennials feel positive about the economy,compared to just 29%of those over 45.Consumer spending patte

7、rns reveal selective targeting rather than wholesale cuts.Personal finance outlook shows signs of stabilizing,with 46%expecting their situation to remain the same.0404The perception gap widens between consumer sentiment and US economic data.13%13%13%13%11%11%10%10%30%30%29%29%28%28%27%27%36%36%38%38

8、%42%42%46%46%21%21%20%20%19%19%17%17%OctoberNovemberJanuaryFebruaryRolling 3-Month Avg.:How Consumers Feel About the Shape Of the US EconomyTerrible shapeNot very good shapeGood shapeExcellent shapeThe gap between how consumers feel about the state of the economy and financial indicators has been we

9、ll-documented since the start of the pandemic.While official indicators suggest 2.3%growth,our survey finds that 63%of consumers feel the economy is not good/terrible.6363%:%:Not good+terrible0505Despite tighter budgets,younger generations maintain resilient outlooks around 45%of both Gen Z and Mill

10、ennials believe the economy is in good or excellent shape,compared to just 29%of adults over the age of 45.Younger Americans continue to feel the economy is in better shape than those 45+y.o.42%42%42%42%44%44%45%45%53%53%53%53%47%47%46%46%35%35%31%31%30%30%29%29%0%10%20%30%40%50%60%OctoberOctoberNov

11、emberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg:%Who Feel The US Economy Is In Excellent/Good Shape Gen Z(18-26)Millennials(27-44)Adults 45+0606Around half of Americans see economic contraction.12%12%13%13%12%12%11%11%37%37%37%37%41%41%42%42%23%23%21%21%21%21%23%23%27%27%28%28%26%26%2

12、4%24%OctoberNovemberJanuaryFebruaryRolling 3-Month Average:Whether the US Economy Is In a RecessionThe economy is already in arecessionThe economy is at thebeginning of a recessionThe economy is experiencing adownturn,but not a recessionThe economy is doing just fine47%believe were in some stage of

13、recession,though conviction about full-blown downturn is softening.47%:47%:In a recession0707Despite a generally rosier economic view,Gen Z surpasses Millennials in recession certainty,while older adults show declining recession concerns despite their pessimism about the economy.Millennial and Gen Z

14、 consumers are convinced the US is in a recession.53%53%54%54%55%55%56%56%56%56%56%56%54%54%53%53%47%47%43%43%40%40%40%40%0%10%20%30%40%50%60%70%OctoberOctoberNovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg:%Who Feel The US Economy Is In a Recession Gen Z(18-26)Millennials(27-44)Ad

15、ults 45+0808Looking ahead to the next 12 months,economic anxiety has increased slightly.48%48%51%51%49%49%49%49%26%26%23%23%22%22%19%19%27%27%26%26%28%28%31%31%OctoberNovemberJanuaryFebruaryRolling 3-Month Average:Outlook on the Economic Environment Over Next 6-12 MonthsThe economy will getworseThe

16、economy will remainthe sameThe economy will getbetterHalf of respondents maintain optimism about the future of the US economy,but a growing segment sees continued challenges ahead.0909Millennials lead confidence about economic future while Gen Z and older adults remain more measured.Millennials feel

17、 the most optimistic about the future economic outlook.46%46%48%48%47%47%49%49%56%56%59%59%54%54%57%57%44%44%48%48%47%47%46%46%0%10%20%30%40%50%60%70%OctoberOctoberNovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg:%Who Feel The US Economy Will Get Better In 6-12 Months Gen Z(18-26)Mi

18、llennials(27-44)Adults 45+010010Considering personal finances,some consumers are secure while others are struggling.52%52%51%51%53%53%30%30%31%31%30%30%17%17%18%18%17%17%NovemberJanuaryFebruaryI struggled to afford any of my expensesI was only able to afford some of my expensesI was able to afford a

19、ll my expensesRolling 3-Month Average:Ability to Afford Monthly ExpensesHalf of consumers report that their personal finances are in“good”or“excellent”shape,and the other half describe their financial situation as“not very good”or“terrible.”A similar division is mirrored in consumers ability(or not)

20、to afford essential expenses,reflecting broader economic polarization.15%15%13%13%12%12%35%35%37%37%39%39%34%34%35%35%37%37%15%15%15%15%14%14%NovemberJanuaryFebruaryExcellent shapeGood shapeNot very good shapeTerrible shapeRolling 3-Month Average:Sentiment About Personal Finances011011While Gen Z te

21、nds to be least optimistic about their financial health,they report it is improving.Conversely,Millennials and adults 45+report their ability to afford expenses is declining.This may be a seasonal setback due to the bigger financial toll holiday spending takes on families.Gen Zs sentiment toward the

22、ir finances and ability to afford expenses is improving.43%43%47%47%51%51%60%60%57%57%57%57%47%47%47%47%49%49%NovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg:%Who Feel Their Finances Are In Excellent/Good Shape Gen Z(18-26)Millennials(27-44)Adults 45+37%37%40%40%43%43%53%53%50%50%4

23、9%49%57%57%55%55%52%52%NovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg:%Who Were Able To Afford All Expenses This MonthGen Z(18-26)Millennials(27-44)Adults 45+012012Affordability is shaping budgets,with more Americans selectively cutting back.15%13%13%9%7%11%20%19%19%32%29%28%23%21

24、%24%33%32%32%Household upgradesDining outFast foodHousehold necessitiesAuto/gasGroceriesHome dcorTravelFurnitureCategory Purchasers Who Have Done The Following In the Past 30 DaysIncreased my spending or made an impulse purchase.Reduced my spending or delayed a purchase.17%17%14%14%12%12%16%16%18%18

25、%21%21%14%14%16%16%30%30%26%26%22%22%26%26%27%27%30%30%23%23%24%24%EventsTake-out/food deliveryBeauty/groomingClothing&apparelElectronicsLuxury goodsAt-home EntertainmentFitness/wellnessGapGap-17%17%-16%16%-15%15%-14%14%-14%14%-13%-13%-13%-13%GapGap-13%-12%-10%-10%-9%-9%-9%-8%While in months prior,c

26、onsumers were most likely to cut back out-of-home food categories,this month we see belt-tightening expand beyond discretionary categories to include household essentials and delayed household upgrades.013013Trended over time,we see shifting sacrifices in consumers cost-cutting.-20%-18%-16%-14%-12%-

27、10%-8%-6%-4%-2%0%MayMayJuneJuneJulyJulyAugustAugustSeptemberSeptemberOctoberOctoberNovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3 Month Avg.:Gap Between Spending More vs.Less On Select CategoriesTake-out/food deliveryFast foodHousehold necessitiesHousehold upgradesAuto/gasGroceriesOther ess

28、entials for the household and auto/gas are declining.Spending on groceries continues to fluctuate as shoppers cut back on essentials.While spending on take-out and fast food has been subdued,we see a slight reboundConsumers are also delaying household upgrades after robust years of investing in home

29、s.014014As Americans feel their money doesnt go as far,they trade down on essentials.7%7%10%10%9%9%19%19%13%13%14%14%9%9%16%16%14%14%30%30%32%32%24%24%31%31%25%25%25%25%19%19%26%26%24%24%Household necessitiesGroceriesFast foodLuxury goodsBeauty/groomingClothing&apparelAuto/gasHousehold upgradesHome

30、dcorCategory Purchasers Who Have Done The Following In the Past 30 DaysSplurged on expensive or high-quality itemsSwitched to cheaper or bargain items12%12%13%13%20%20%18%18%14%14%17%17%21%21%21%21%20%20%21%21%26%26%24%24%19%19%22%22%24%24%21%21%Take-out/food deliveryAt-home EntertainmentFurnitureEv

31、entsDining outFitness/wellnessElectronicsTravelGapGap-23%23%-22%22%-15%-12%-12%-11%-10%-10%-10%GapGap-8%-8%-6%-6%-5%-5%-3%0%Essentials bear brunt of downgrading while consumers protect quality in select discretionary categories such as travel or electronics.015015Looking ahead,more consumers feel th

32、eir financial situation will stabilize.24%24%23%23%17%17%17%17%35%35%36%36%45%45%46%46%41%41%41%41%39%39%38%38%OctoberOctoberNovemberNovemberJanuaryJanuaryFebruaryFebruaryRolling 3-Month Average:Outlook On Personal Finances Over the Next 30 Days My finances will get betterMy finances will remainthe

33、sameMy finances will get worse46%of consumers expect their financial situation will“remain the same”over the next 30 days.This is a sharp increase from the Fall,when just 35%said the same.016016016IMPLICATIONS FOR MARKETERSSegment emotional messaging to meet the moment.The economy feels profoundly d

34、ifferent across generations.Younger consumers are more likely to think we already are in a recession,while older Americans are less optimistic when it comes to the direction of the economy.Design segmented messaging that speaks directly to each cohorts unique economic lived experience-not generic pl

35、atitudes.Make economizing feel aspirational.Consumers are trading down strategically,not surrendering quality.Craft communications that frame cheaper as smarter.Or evaluate product approaches with tiered offerings or entry-level products that maintain quality perception.Leverage psychological ROI to

36、 create resilience.Even amid budget cuts,consumers are protecting certain discretionary spend categories,such as fitness/wellness.Even those brands outside these resilient categories can borrow positioning.Position products as essential investments in personal optimization-not luxuries,but strategic

37、 and needed life upgrades.017017Meet Our Editorial TeamJack BoitaniVP,ContentWhitney FishmanEVP,Futures&Insights,AmericasAsha CowellVP,Integrated StrategyMegan KeaneVP,Integrated StrategyDirk HerbertGlobal Head of Thought Leadership018About dentsuDentsu is an integrated growth and transformation par

38、tner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth s

39、olutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/