Market Research Hub (MRH) has freshly announced the inclusion of a new study titled “Marketing to Middle Americans - US - January 2018” to its wide repository, which presents a detailed analysis of the consumer attitudes toward marketing. The report is a valuable source of information and guidance for stakeholders looking to target this demographic in the United States. Moreover, analysis of key factors influencing consumer behavior towards marketing has been offered in detail in the report.
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Key Insights from the Study
In the first part, the study starts with an in-depth overview of the market, followed by consumer analysis and financial activities when going for marketing. In the present time, Middle Americans account for nearly half of the US population and reflect the average in terms of their household income and level of education. The majority of Americans say their personal financial situations are healthy and stable in 2017. Also, it is expected to remain same as well. As mentioned in the study, the current market scenario reveals that household income are catching up to pre-recession levels and Americans can move up the economic ladder to a degree. Apart from that, the high cost of education changes the value proposition, declining rates of marriage may disadvantage some and low unemployment drives consumer confidence.
In this overall consumer survey, the report collects data in a format which includes major parts such as American values, dream, financial flexibility, life satisfaction, American media and American attitudes. As per consumer perspective, America stands for freedom. In fact, values are shared between middle and upper-status Americans. They may be financially fragile but disappeared. Another fact is that Middle Americans are optimistic that they can achieve their financial goals, but if their incomes fail to grow as fast as their expenses, the American Dream gets further out of reach.
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Moreover, the research presents insights into the key trends that are having a positive impact on the market. It has been analyzed that lack of savings may impact financially insecure consumers. They always think before going for marketing. Also, standard middle-income offerings may no longer fit the bill, therefore companies in the middle try a stratified approach. Some Middle Americans poised to take advantage of shifting job market, finds the report. This group is crucial for marketers to understand, given their size, but they can be hard to define because their attitudes and behaviors occupy a middle ground between budget shoppers and affluent consumers.
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