Attest：2024年美國(guó)消費(fèi)者趨勢(shì)報(bào)告

2024

USconsumertrendsreport

Essentialinsightfor

theyearahead

Introduction

A

ttest’sannualconsumertrendsreport–nowinitsfourthyear–offersbrandsasnapshotoftheUSconsumeraswebeginthenewyear.Ouryear-on-yeardatatrackschangesinconsumerconfidence,attitudesandbehaviors,providingvitalinsightformarketingandinsightsprofessionals.

Followingtheimpactofthespiralinginflationseenin2022

and2023,thisyear’sreportbringssomemuch-neededgoodnews–thedatashowsgreenshootsemerging.Consumersare

feelingmorepositiveandspendingmorefreely–especially

youngerconsumers.

Itmightbetooearlytosaywe’refirmlyontheroadto

recoverybutwhatwecansayisthatconsumersarereacting(positively)tochangesinthemarket.Usethisdatatohelpguideyourstrategyfor2024,andinspireyourownconsumerresearchtogetintelspecifictoyourbusiness.

JeremyKing

CEO&Founder,Attest

Sample

Thedatainthisreportcomesfromanationally

representativesurveyof2,000workingageUS

consumers,conductedontheAttestplatform

duringNovember2023.

IstheUSeconomyonthe

roadtorecovery?

Trend1.Consumerpositivityisontherise

Sincelastyeartherehasbeena+7percentagepointincreaseinthenumberofconsumerswhosaytheyfeel‘verypositive’to33%.Consumersinthe25-34agebracketinparticularover-indexforfeelingverypositive(38.2%).Thedataalsoshows

strongerlevelsofpositivityamongmales(36.7%feelvery

positiveversus29.4%offemales).

Overall,nearly71%ofAmericansarefeelingpositivelyaboutthefuture,whichshouldtrickledownintoincreasedspendingandconsideration.

Howconsumersarefeeling

■20232024

33.0%

38.3%37.9%

Somewhatpositive

19.1%

15.0%

Neitherpositivenornegative

26.0%

12.1%

10.2%

Somewhatnegative

4.4%3.9%

Verynegative

Verypositive

Humorous:51.0% Motivational:48.8% Reassuring:39.1%Thought-provoking:34.7%Educational:34.3%

Inclusive:20.0%

Humorous:55.9% Motivational:49.1% Reassuring:35.1%Thought-provoking:32.4%Educational:33.8%

Inclusive:17.1%

2023

2024

Typesofbrandmessagingconsumerswant

Trend2.Consumersneedlessreassurance

Inlinewiththeincreaseinconsumerpositivity,Americans

arestartingtowanttoheardifferentmessagingfrombrands.Theynolongerneedreassuringmarketing,forexampleaboutnavigatingthecostofliving,butinsteadwantbrandstomatchtheirhappymoodwithfunnyads.

Justover55.9%ofconsumerswanthumorousbrandmessaging(up+4.9percentagepointsonlastyear),while35.1%want

reassuringmessaging(down-4pp).However,it’sworthnotingthatwomendesiremorereassurancefrombrandsthanmen

(38.9%versus31.1%)andGenZalsoover-indexforseeking

comfortingmessaging(42.6%).

Trend3.Environmentandwomen’srightsarebecominglessimportantissues

Itlookslikeconsumerpositivitycouldbetranslatingintoless

concernabouttheenvironment.‘Climatechange’hasdecreasedby-6.3percentagepointsasanissueforbrandstorepresent,

to22.9%.Meanwhile,morethanayearonfromtheoverturningofRoev.Wade,weseea-7.4percentagepointdeclineinpeoplewantingbrandstotakeastandonwomen’srights.

Thedataalsoshowsawideninggapbetweenyoungerandolderconsumers,witha+5.5increaseinpeoplewhodon’twantbrandstobepolitical(to26.3%)drivenbypeopleaged55+.Attheotherendofthescale,youngerconsumersover-indexforwanting

brandstoactonavarietyofissues.

Issuesconsumerswantbrandstorepresent

Poverty&inequality

Racism

GunviolenceClimatechangeWomen’srightsAnimalwelfareDisabilityrightsLBGTQ+rights

Ageism

Idon’twantbrandstobepolitical

36.1%

35.2%

30.9%

30.3%

29.9%1%

28.

22.9%

29.2%

22.2%

29.6%

1%

20.7%

19.

■2023□2024

14.3%

17.5%

12.1%

12.5%

5.1%

5.1%

20.8%

26.3%

Howconsumersarespending

37.8%

33.3%

Fairlycautiously

■2023■2024

21.1%

20.0%

Verycautiously

7.7%

8.9%

Veryfreely

14.7%15.8%

Fairlyfreely

22.1%

18.7%

Neitherfreelynorcautiously

Trend4:Consumerconfidenceisgrowing

Withanoptimisticeyeonthefuture,consumersarestarting

toloosentheirpursestringsandspendalittlemorefreely.

Comparedwithlastyear,thepercentageofAmericanswhosaytheyarespendingcautiouslyhasdeclinedby-5.6percentagepoints,to53.3%.

Consumersaged18-24,inparticular,seemtobethrowingcautiontothewindwhenitcomestospending,with39.7%spending

freely–higherthananyotheragegroup.Shoppersaged55-64meanwhile,over-indexforcautiousspending(68.9%arespendingcautiously).There’sanoticeablegendersplittoo,withmenmorelikelytobespendingfreelythanwomen.

Trend5:Consumersarepreparedtopaymoreforpreferredproducts

Highinflationforcedpeopletosacrificepreferredbrands

infavorofmoreaffordablealternatives.‘Green’brands–

typicallypricedalittlehigher–wereonecasualtyofthis

behaviorchange.Butin2024weseeconsumersstartingtogobacktobrandsthatalignwiththeirmorals,witha+12.7

percentagepointincreaseinwillingnesstopayapremiumforenvironmentallyfriendly/ethicalproducts.

In2023,57.0%ofconsumersweren’tpreparedtopayanythingextraforagreenproduct,butin2024thatfigurehasdeclinedto44.3%.Shoppersaged18-24over-indexforbeingwillingtopaya‘moderateamountmore’(28.3%),whilethoseaged25-34over-indexforawillingnesstopay‘a(chǎn)lotmore’(7.7%).

Howmuchofapremiumconsumerswillpay

forgreenproducts

Nomore:57.0% Alittlebitmore:21.5%Amoderateamountmore:14.5%

Alotmore:7.0%

2023

2024

Nomore:44.3%

Alittlebitmore:36.0%

Amoderateamountmore:14.4%

Alotmore:5.4%

Howmanypeopleworkfromhome

Variable

6.4%

5.4%

20232024

32.9%

31.7%

Don’twork

27.9%

9.7%8.9%

1-2days

9.8%

11.1%

3-4days

5daysofmore

15.7%16.3%

24.5%

0days

Trend6:Peoplearereturningtotheoffice

Thepushbycompaniesandthegovernmenttogetemployeestoreturntotheofficeisstartingtohaveanimpact.ThedatashowsthatfewerAmericansareworkingfromhome;27.9%ofworking

peoplesaytheydon’tdoanydaysfromhome,whichisanincreaseof+3.4percentagepoints.

However,thecountryisstillworkingflexibly,with40.4%of

Americansabletoworkfromhomeforatleastonedayperweek.GenZarelikelytohavejobsthatonlyrequirethemtobeintheofficetwoorthreedaysaweek,whilepeopleaged45-54over-indexfornotbeingabletoworkfromhome(36.8%).

Trend7:Onlineshoppinghasincreased

inpopularity

Thedominanceofecommercefornon-foodpurchasinghas

strengthenedin2024,witha+5.5percentagepointincreasein

thenumberofconsumerswhosaytheyshop‘mostly’or‘a(chǎn)lways’

online(to38.9%).Justover27%ofAmericansshowapreferenceforin-storeshopping,withtheremaindersplittingtheirpurchasingbetweenonlineandoffline.

Consumersagedunder35showthestrongestpreferencefor

onlineshopping,witharound66%doingithabitually.They’rehalfaslikelyasshoppersaged55-64tosaythey‘mostly’or‘a(chǎn)lways’shopinstore(20.0%vs40.0%).

2024

Alwaysonline:8.0%Mostlyonline:25.4%

Equalsplitbetweenonlineandinstore:33.6%Mostlyinstore:24.8%Alwaysinstore:8.2%

Whereconsumersshopfornon-foodproducts

Alwaysonline:9.9%

Mostlyonline:29.9%

Equalsplit

betweenonlineandinstore:33.7%

Mostlyinstore:21.7%

Alwaysinstore:5.7%

2023

Whereconsumersstartonlineshoppingjourneys

51.5%

29.7%

24.8%

Searchengine

■2023■2024

40.4%

18.2%

16.2%

Preferred

brand’swebsite

9.9%

6.3%

1.2%1.8%

Marketplace

SocialmediaVoiceassistant

Trend8:Positionofmarketplacesintheshoppingjourneyweakens

There’sbeena-11.1percentagepointdeclineinthenumber

ofconsumerswhostarttheironlineshoppingjourneyson

amarketplace.Today,justover40%ofconsumerswillstart

onamarketplacewhentheywanttobuysomethingonline,

whilenearly30%wouldstartonasearchengine(upby+4.9

percentagepoints).

Googleisbyfarthemostpopularsearchengine,usedby85.8%ofconsumerswhenshoppingonline.Privacy-friendlyDuckDuckGoisthenextmost-usedsearchengine,butbyjust4.1%ofshoppers.It’salsoworthnotingthat70.1%ofconsumersarelikelytousetheircellphoneforonlineshopping(anincreaseof+4.2pp).

Trend9:Brandinteractionisincreasing

onTikTok

ThenumberofconsumersinteractingwithbrandsonTikTok

continuestogrow,increasingby+7.9percentagepoints,to42.9%.Thoseaged18-24accountforthelargestshareofusersengagingwithbrandsonTikTok:70.0%ofthisdemographiccanbefoundthere(thedataalsoshowsthat17.7%ofthisagegroupstart

shoppingjourneysonsocialmedia.)

YouTubealsoseesgrowthinbrandengagement,with60.3%ofconsumersstatingtheyinteractwithbrandsontheplatform(up+5.7pp).YouTubebenefitsfromstrongengagementacrossallworking-ageconsumers.

Whereconsumersinteractwithbrandsonsocialmedia

61.8%61.5%

Facebook

54.6%

60.3%

YouTube

45.2%

48.9%

Instagram

TikTok

42.9%

35.0%

26.2%25.1%

X/Twitter

26.0%

22.6%

Snapchat

22.0%202%

.

Pinterest

■20232024

8.1%7.6%

Twitch

Trend10:Moreconsumersaretaking

actiononplasticwaste

Consumersaretryingtocutdowntheamountofsingle-use

plastictheyuse;31.4%ofAmericanssaythey’reusingless,whichisanincreaseof+4.3percentagepointsonlastyear.Alongsidethisweseea+5.9percentagepointincreaseinthenumberof

peoplerecycling,to60.0%.

Meanwhile,peoplearelesslikelytobehelpingtheenvironmentbybuyingfewerthings:downby-8.5percentagepointsto35.0%.Wealsoseea-7.6ppdeclineinpeoplereducingcarusage(to26.5%).Thesestatsshowthatastrengtheningeconomyisnotalwa