Geoscape:2017年美国市场数据报告(英文版)(68页)(68页).pdf

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1、 ExEcutivE Summary rEport amDS 2017 ExEcutivE Summary rEport amDS 2017 Dear Friend and colleague, the american marketscape DataStream (amDS) is a resource that reflects the rich diversity of americas population and households summarized by geographic areafrom the block group and Zip code all the way

2、 up to the nation as a whole. Geoscape built amDS to reflect current and forecasted data points that prove valuable for hundreds of corporations in both business planning and execution, across a variety of industries. Geoscape employs a multi-disciplinary methodology to update certain demographic da

3、ta published by public service entities and extends this information through various public and proprietary data inputs, modeling and analytics. amDS also includes culturecode segmentation and socioeconomic stratification data, as well as a plethora of powerful consumer spending potential data, Life

4、Stage segmentation, WorkDay, religioncode and LGBt population estimates. this document is intended as a planning guide and accompanies the full data resource that is available in a digital format within the Geoscape intelligence System (GiS) and through a variety of analytic and consulting services

5、to address both strategic and tactical objectives. provided as a courtesy of Geoscape and we kindly ask that appropriate reference is made to this document, including vintage year, in any publications. For more information on Geoscape, amDS, systems, analytics and consulting services, please contact

6、 a client advisor at 1-888-211-9353 or . csar m melgoza Founder 2017/2022, July 1st vintage date. Macro-to-micro coverage Employs proprietary household for time series. incorporates the american community Survey (census Bureau) 3rd+ generation Few Hispanic cultural practices English preferred (some

7、Spanish) Born in u.S.; 2nd generation Some Hispanic cultural practices; often “retro-acculturate” Bi-Lingual (equal or nearly) immigrant as child or young adult many Hispanic cultural practices Spanish preferred (some English) immigrant as adult, in u.S. 10+ years pre-dominant Hispanic cultural prac

8、tices Spanish dominant (nearly no English) recent immigrant as adult (less than 10 years ago) primarily Hispanic cultural practices identify with home country more so than u.S. Hispanicity is a Geoscape culturecode measuring the degree to which people of Hispanic heritage in the united States retain

9、 elements of the Hispanic culture while they acquire elements the american culture. Hispanicity can be dimensionalized by various characteristics including socioeconomic status, income, life stage, country-of-origin, media usage and shopping behavior. 38 ExEcutivE Summary rEport amDS 2017 hispanic l

10、anGUaGe UsaGe seGMents about 64 percent of Hispanics are Bilingual to some degree, 78 percent speak some level of Spanish and 36 percent are dependent on either English or Spanish. 39 ExEcutivE Summary rEport amDS 2017 coUntry of oriGin: hispanics mexican origin Hispanics represent two-thirds of u.S

11、. Hispanics nationwide. puerto ricans have increased migration to the united States due to the weaker economy in their home island. the proportions of individual Hispanic origins varies greatly around the u.S., mexicans and central americans have larger propor- tions in california, while caribbean H

12、ispanics are proportionally greater in Florida and New England states. Note: the uS census Bureau includes a large category of Hispanics of “unknown” origin; Geoscape has developed a model to accurately attribute Hispanic population by origin. 40 ExEcutivE Summary rEport amDS 2017 cUltUrecode asiani

13、city seGMents AA1 AA2 AA3 AA4 AA5 English dominant Born in u.S.; 3rd+ generation Few asian cultural practices English preferred (some home language) Born in u.S.; 2nd generation Some asian cultural practices; some “retro-acculturate” Bi-Lingual (equal or nearly) immigrant as child or young adult man

14、y asian cultural practices asian language preferred (some English) immigrant as adult, in u.S. 10+ years pre-dominant asian cultural practices asian language dominant (nearly no English) recent immigrant as adult (less than 10 years ago) primarily asian cultural practices identify with home country

15、more so than u.S. asianicity is a Geoscape culturecode measuring the degree to which people of asian heritage in the united States retain elements of their home culture while they acquire elements the american culture. asianicity can be dimensionalized by various characteristics including socioecono

16、mic status, income, life stage, country-of-origin, media usage and shopping behavior. 41 ExEcutivE Summary rEport amDS 2017 coUntry of oriGin: asians 42 u.S. asian population by country of origin is much more evenly distributed compared to Hispanic. chinese plus taiwanese form the largest asian coun

17、try of origin segment followed by slightly decreasing portions of indian, Filipino, Korean, vietnamese and Japanese, as smaller asian countries like Burma, Bhutan, Nepal, and thailand now account for 10% of asians in 2017. economics income, socioeconomic strata and consumer spending dynamix ExEcutiv

18、E Summary rEport amDS 2017 Median hoUsehold incoMe by cUltUre GroUp compared to the overall 2017 household median income, the asian household median income is more than one-third higher, Black household nearly one-third lower, and Hispanic households about one-fifth lower. During the past 10 years,

19、Hispanic median income has increased slightly, relative to overall household income. 44 ExEcutivE Summary rEport amDS 2017 incoMe ranGes by ethnicity/race annual household incomes have risen slowly during the past few post-recession years. For the largest ethnic groups, asian households have the hig

20、hest percent (68%) earning $50,000 or more, followed by Hispanic (44%) and Black (37%) households. Nearly 20% of asian households earn $150,000 or more per year. 45 ExEcutivE Summary rEport amDS 2017 annUal aGGreGate hispanic hoUsehold consUMer expenditUres in Usd Hispanic spending is quite substant

21、ial in all major categories, especially due to their relative youth and larger than average household size. total aggregate Hispanic household consumer spending for 2017 is over $815 Billion. 46 ExEcutivE Summary rEport amDS 2017 annUal aGGreGate black hoUsehold consUMer expenditUres in Usd Black sp

22、ending is higher relative to other groups in health care, personal care and utilitiesa reflection of their age, lower household income and their presence in cooler climates. total aggregate Black household consumer spending for 2017 is over $640 Billion. 47 ExEcutivE Summary rEport amDS 2017 annUal

23、aGGreGate asian hoUsehold consUMer expenditUres in Usd asian spending is quite substantial in all major categories-especially noteworthy are the expenditures in personal insurance and pensions compared to Hispanic and african-american households; this is partially due to their relatively high level

24、of household income and lifestage presence in the 25-54 group. total aggregate asian and pacific islander household consumer spending for 2017 is nearly $403 Billion. 48 ExEcutivE Summary rEport amDS 2017 top hispanic consUMer spendinG cateGories - index Hispanics consume more than the average ameri

25、can household in many categories. among those over-indexing categories are several fresh and staple food products products consumed at home, which reflects both cultural cooking practices and higher Hispanic household size. the categories listed below show above average spending compared to the all

26、households. 49 * National average is 100 ExEcutivE Summary rEport amDS 2017 top asian consUMer spendinG cateGories - index asians consume far more than the average american household in various categories such as apparel, certain foods consumed at home, certain entertainment categories and education

27、. the categories listed below show above average spending compared to the all households. 50 * National average is 100 ExEcutivE Summary rEport amDS 2017 which consUMer is worth More? cumulative Lifetime Spending shows the consumer spending potential that exists for the remaining life of an average

28、active household, a strong indicator for determining the roi that can be achieved from acquiring a brand-loyal household. acquiring a household today and retaining it throughout their lifespan will result in very distinct cultural variation and cumulative revenue due to age, spending and life expect

29、ancy. asian households will spend the most, followed by Hispanics. Each sector varies, often the average spending per household also is higher even if income is lower. Differences in lifespan result in compelling outcomes in favor of Hispanic and asian consumers. the continued rapid growth in the Hi

30、spanic population will result in an aggregate spending worth that has become difficult to ignoremaking it more important and strategic for corporations to shift their investment priorities. the average asian household will spend $1m more and the average Hispanic household will spend $625 thousand mo

31、re than the average non-Hispanic White household over their respective remaining lifetimes. 51 ExEcutivE Summary rEport amDS 2017 cUMUlative lifetiMe spendinG the relatively younger Hispanic household has an average remaining lifespan that is nearly 14 years longer than non-Hispanic White household.

32、 the differences in remaining average household life results in cumulative remaining lifetime spending being greatest for asian and Hispanic households and significantly lower for non-Hispanic White and Black households. total household consumer expenditures 52 ExEcutivE Summary rEport amDS 2017 cUM

33、Ulative lifetiMe spendinG the relatively larger Hispanic household size and longer lifespan contributes to Hispanic households having the highest potential for spending on Food at Home. 53 food at home ExEcutivE Summary rEport amDS 2017 cUMUlative lifetiMe spendinG the relatively larger Hispanic hou

34、sehold size and longer lifespan contributes to Hispanic households having a high potential for spending on Household Furnishings and Equipment. asian spending in this category is strongest with a remaining lifespan next to the longest. household furnishings includes many self-reports that do not rou

35、tinely attend services. muslim all muslin sects. other christian other christian religions populations, including protestant, mormon, amish, Eastern orthodox, Greek orthodox, etc. other religions, agnostic, & atheist other religious groups like Buddhist, Shinto, Sikh, Hindu, Bahai, Bruderhof, Spirit

36、ualist, unitarian universalist, Zoroastrian. also includes atheist and agnostic persons. Socioeconomic status (SES): Blends variables such as income, education, occupation, and housing characteristics into a measure that helps identify propensity for household consumer spending. WorkDay Population:

37、WorkDay population is calculated by tak- ing the residential population count for an area, adding the number of workers commuting into the area, and finally subtracting the number of workers living in the area that commute to another area. this Work- Day population estimate is then downward adjusted

38、 to account for institutionalized populations. the advantage of WorkDay population is critical to food service, convenience stores and any location-based business transacted during a normal work day. 65 ExEcutivE Summary rEport amDS 2017 contact Geoscape at: 1-888-211-9353 or visit us at copyright 2017, all rights reserved. Geoscape and Directarget are registered trademarks and Hispanicity, asianicity and american marketscape DataStream are trademarks of Geoscape.

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