CONSUMER OUTLOOK 2018 3
Te American Consumer is Personally Optimistic but Generally Pessimistic
While Americans are optimistic about their personal outlook for 2018, they believe
several critical issues face the country. Consumers are most concerned about
terrorism, followed closely by healthcare reform and the economy.
Consumers Anticipate an Economic Rollercoaster Ride
Despite a soaring stock market, more than half of Americans fear the economy is
heading in the wrong direction; particularly women, younger adults, and low-income
households.
Pinching Pennies and Weighing Wallets: Personal Finances
Americans are careful with their money, cautiously spending – except for
Millennials and Gen Zers who feel more confdent about their personal
economic situation and are more apt to spend at will.
Working It Out: Job Searching and Satisfaction
Working Americans are satisfed with their employment; those looking for
work are optimistic about the possibility of fnding a job in 2018.
What’s the Wi-Fi 2018 Technology Predictions
A concise look at which technologies Americans anticipate becoming widely adopted
in 2018; universal internet access is at the top of the list.
Key Takeaways and Recommendations
Consumer Outlook 2018
As another eventful year winds to an end, it’s time to take stock of our
afairs and look to the future. A presidential inauguration, tensions abroad,
natural disasters, harassment scandals, and a high-fying stock market have
Americans anticipating a whirlwind 2018.
Tough we may be hearing sighs of relief as the calendar reaches the last
page, most Americans are feeling positive about their personal lives. Despite
this high-level pretty picture, we found consumers have concerns going into
the new year.
CONSUMER OUTLOOK 2018 5
When surveyed,85% of Americans rated their personal happiness as good,
very good, or excellent when asked, only 15% felt as though their personal
health has declined, and 57% believed their personal economic situation was
headed in the right direction. Tose Americans who will be looking for jobs in
2018 (27%) feel very optimistic or somewhat optimistic about their prospects
(74%).
While decking the halls and holiday merriment distract consumers from daily
news inundation, we found that for many, it is difcult to escape concerns over
the state of our world today. Top concerns include terrorism, healthcare reform,
and the economy.
Millennials and Gen Zers are most concerned about the economy and
gun violence, stepping out of line with older generations. As the DOW hits
unexpected highs, this group is focused on the potential backlash —what goes
up, must come down— and on economic inequality1. With the regularity of
mass shootings, particularly in the aftermath of Las Vegas, younger consumers
cited gun violence as the second most critical issue facing the country today.
Our study found that the fear of Obamacare repeal is the major driver behind
healthcare concerns. For the most part, Americans are happy with the current
healthcare system as nearly two thirds (65%) of Americans believe the system
is doing a good job or better at meeting their medical needs. However, less
than a quarter of Americans (23%) believe the health system will improve
under the Trump administration.
Te American Consumer is Personally Optimistic
but Generally Pessimistic
What do you think are the most important issues facing the US right now
Total US
How would you describe the job the current health care system is doing at
meeting your medical needs
Total US
Healthcare reform
Terrorism
Economy
Gun violence
North Korea relations
Tax reform
Gun ViolenceTerrorismEconomyHealthcare Reform
Immigration reform
Education reform
Global warming
47%
44%
41%
39%
37%
36%
32%
29%
26%
TOP 2 MOST CRITICAL ISSUES FACING THE COUNTRY
Ages 18-34Ages 35+
Excellent Very goodGoodFairPoor
15%18%31%19%16%
CONSUMER OUTLOOK 2018 7
Very carefully Somewhat carefullySomewhat freelyVery freely
Americans Prepare for an Economic
Rollercoaster
Pinching Pennies and Weighing Wallets: Personal FinancesDespite a well-performing stock market and low unemployment rate, more
than half of Americans believe the US economy is headed in the wrong
direction. Which demographics are particularly worried Women, millennials,
and lower-income Americans (household income under 35K), groups with
historically low job security.
Although Americans worry about the national economy, they feel much more
confdent about their personal fnances. Over half (57%) believe that their
personal economic situation is on the right track, though this number is lowest
(50%) among lower-income Americans.
Which of the following best describes how you spend your money
Percentage of consumers who think their personal economic situation is
headed in the right direction.
By income
Percentage of consumers who think the US economy is headed of on the
wrong track.
Total US
Total USUnder $35K
Un
der
$3
5K
$35-100K
$35
-10
0K
$100k+
$10
0k+
Wo
me
n
Age
s 1
8-3Me
n
Age
s 3
5+
Ages 18-34
Ages 35+
34%
31%
34%
19%
24%
17%
41%
33%
43%
7%
12%
5%
Arrows indicate signifcantly higher than comparison group at 95% confdence interval
Consumers are cautious when it comes to spending habits, as 75% described
their spending practices as at least “somewhat careful” and only 7% say they
spend money freely. Millennials and Gen Zers are more likely to spend money
freely and 31% plan on making a major purchase this year. Real estate agents
and car salespeople are in luck; these groups are ready shop.
57%50%
60%
54%
63%
62%
51%
56%
56%
63%
47%
56%
Total US
By age: By income:By gender:。