Total Market Consumer Sentiment with Comparisons to Previous Years2018 Report,500Hispanics,Base Sizes1,270Total,257Non-HispanicWhites,258African- Americans,258Asian- Americans,Regional Coverage NationalScreening Criteria 18-64 years of age,Survey Method Online via XX ResearchsOmnibus StudyField Timing December, 2017,Methodology,What is it?,XX is a national survey that examines the consumer sentiment of Americans. The study looks at the market as a whole and by key race/ethnic segments. Results from 2017 are compared to 2016 and 2015.,2,Who We Are,3,An authority on creating and managing research products that help clients gather insights about rapidly changing consumer segments.Conduct online, in-personand telephone research.,Research experience specifically in the Hispanic, African American, Asian and Total markets.Experience in hard-to reach demographic sub-groups.,Only full-service market research company that owns & operates an in- house Hispanic panel.Servicing Fortune 500 clients, ad agencies, non- profits and other market research companies.,Our Services,QUANTITATIVE QUALITATIVE MIXED MODE,ONLINE MARKET RESEARCH COMMUNITIES,CONCEPT AND COPY TESTING,ADVERTISING EFFECTIVENESS,ONLINE PANEL BUILDING,WEBSITE USABILITY STUDIES,OMNIBUSSURVEYS,ATTITUDES & USAGE,BRAND TRACKING,PRODUCT TESTING,ONLINE & OFFLINE QUALITATIVE,ONLINE PANEL,INTERCEPTS,PHONE,Contact UsinfoXXresearch 818-843-0220XXresearch,4,33%,42%,22%,39%,38%,20%,41%,19%,Improved,Stayed the same,Worsened,2015,2016,2017,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),Most Americans household income stayed the same in 2017.,Thinking of all of the sources of income that contribute to your household, compared to this same time last year would you say your household financial situation has:,Slightly more consumers report no major shifts in income this year over last, but fewer saw a significant improvement in income in 2017 over 2016.,33%,Up/down arrows indicate statistically significant difference (95% confidence),5,Recent Trends in Household IncomeTotal Market,38%,17%,33%,41%,20%,32%,41%,18%,32%,44%,15%,Improved,Stayed the same,Worsened,Hispanic (A),White (B),African American (C),Asian (D),2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),Thinking of all of the sources of income that contribute to your household, compared to this same time last year would you say your household financial situation has:,Year Results,2017,Letters indicate statisticallysignificant difference (95% confidence),35%,6,Hispanics were the most likely to say their income improved in 2017, but the 35%represented a decrease from 2016.,2-in-10 Non-Hispanic Whites said their situation worsened. This was the highest of the race/ethnic segments.Recent Trends in Household IncomeBy Race/Ethnic Segment,23%,22%,11%,54%,24%,20%,20%,15%,56%,Lost a job,Work hours wew reduced,Work salary was reduced,None of these,2015,2016,2017,Up/down arrows indicate statistically significant difference (95% confidence),Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),7,15%,49%,10%,In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary.,Similar to last year, only about 2-in-10 said their financial situation worsened due to employment status.,Changes In EmploymentTotal Market,.During the past year (2017), have you or someone in your family had to deal with any of the following?,9,50%,15%,60%,15%,15%,45%,15%,11%,12%,58%,Lost a job,Work hours were reduced,Work salary was reduced,None of these,Hispanic (A),White (B),African American (C),Asian (D),Up/down arrows indicate statistically significant difference (95% confidence),Employment numbers improved in 2017 across the four major race/ethnic segments.,Changes In EmploymentBy Race/Ethnicity,2017,Year Results,2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),19%,17%,9%,13%,9%,18%,.During the past year (2017), have you or someone in your family had to deal with any of the following?,Hispanics and African-Americans saw the largest drop in unemployment status from 2015-2017, a drop of 8% and 12% respectively.,10,50%,33%,11%,50%,34%,10%,46%,32%,9%,Better than 2017,About the same,Worse than 2017,2015,2016,2017,Outlook For Household FinancesTotal Market,Thinking of your own personal and your family finances for 2018, which of the following would you say best describes your feelings towards this upcoming year?,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),Up/down arrows indicate statistically significant difference (95% confidence),Just under half of consumers are anticipating a better year financially in 2018.,This is a slight drop from 2016, though not statistically significant.,11,Up/down arrows indicate statistically significant difference (95% confidence),Fewer African-Americans are anticipating a better financial year in 2018 compared to 2017, a significant drop from prior years.,50%,28%,45%,35%,25%,45%,Hispanic (A)White (B)African American (C)Thinking of your own personal and your family finances for 2018, which of the following would you say best describes your feelings towards this upcoming year?,Asian (D),2017,Year Results,2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),50%,28%,Asian-Americans are the most pessimistic about their household finances this coming year.Outlook For Household FinancesBy Race/Ethnicity,12,11%,39%,24%,16%,4%,18%,38%,23%,10%,3%,16%,21%,11%,6%,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),Up/down arrows indicate statistically significant difference (95% confidence),Perception of U.S. EconomyTotal Market,When you think about America's economy today, do you think it is.,34%,About half of Americans feel the US economy is growing.,Although the minority, significantly more consumers believe the US is in a depression this year than previous years.,13,17%,23%,9%,5%,15%,36%,20%,13%,7%,19%,24%,8%,8%,15%,36%,14%,1%,Growing rapidly,Growing slowly,Stagnating,In a recession,In a depression,Hispanic (A),White (B),African American (C),Asian (D),Up/down arrows indicate statistically significant difference (95% confidence),When you think about America's economy today, do you think it is.,General sentiment across race/ethnicity is that the US economy is growing.,Despite this consensus, Asian-Americans arent convinced and anticipate a recession.Perception of U.S. EconomyBy Race/Ethnicity,Note: Dont know /No opinion not shown.,2017,YearResults,2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),32%,25%,19%,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),Up/down arrows indicate statistically significant difference (95% confidence),35%,33%,22%,11%,41%,26%,23%,10%,23%,26%,16%,Better in 2018,About the same in 2018,Worse in 2018,Not sure,2015,2016,2017,Outlook for US EconomyTotal Market,Thinking about the U.S. economy in general, which of the following would you say best describes your feelings about where things are headed over the next year?,34%,13,In general, Americans appear less optimistic about the US economy in 2018 .,A combined 40% are either unsure or feel it will worsen.,Up/down arrows indicate statistically significant difference (95% confidence),Thinking about the U.S. economy in general, which of the following would you say best describes your feelingsabout where things are headed over the next year?,African-Americans are the least optimistic about the economy improving in 2018.,27%,24%,16%,21%,27%,15%,26%,25%,23%,34%,24%,23%,16%,Better in 2018,About the same in 2018,Worse in 2018,Not sure,Hispanic (A),White (B),African American (C),Asian (D),2017,Year Results,14,2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),31%,36%,23%,Non-Hispanic Whites are the most optimistic.Outlook for US EconomyBy Race/Ethnicity,37%,35%,30%,41%,28%,35%,19%,41%,33%,43%,32%,42%,22%,41%41%,38%,23%,Smart phone,New home electronics,New tablet,New computer or laptop,Large kitchen appliance,Brand new car or truck,Home or Condominium,2015,2016,2017,Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase any of the following in the next 12 months?,Up/down arrows indicate statistically significant difference (95% confidence),Fewer Americans are planning to make large purchases in 2018.,27%,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),15,39%,28%,35%,Home buying levels, however, are relatively unchanged from the past 2 years.Purchases Planned for Next 12 MonthsTotal Market,41%,40%,33%,29%,44%,22%,40%,36%,22%,37%,26%,31%,23%,44%,44%,47%,32%,41%,29%,48%,35%,35% 35%,46%,31%,35%,21%,Smart phone,New home electronics,New tablet,New computer or laptop,Large kitchen appliance,Brand new car or truck,Home or Condominium,Hispanic (A),White (B),African American (C),Asian (D),Thinking about major purchases that people might buy for themselves or their family, are you planning to purchase any of the following in the next 12 months?,Up/down arrows indicate statistically significant difference (95% confidence),African-Americans are the most likely to buy a home in 2018.,2017,YearResults,37%,Hispanics are the most likely to purchase a vehicle.Purchases Planned for Next 12 MonthsBy Race/Ethnicity,2017 Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),16,32%,31%,18%,9%,9%,31%,29%,19%,13%,8%,29%,28%,21%,15%,7%,Availability of jobs,Rising prices,National budget deficit,Financial markets,Housing market,2015,2016,2017,If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currentlymost concerned about and “5” equals the one you are least concerned about, how would you rank the following?,Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270),17,Up/down arrows indicate statistically significant difference (95% confidence),Economic Issues of Greatest ConcernTotal MarketRanked 1st,There is a growing concern about the budget deficit and financial markets.,The availability of jobs and rising prices, however, are still considered bigger economic problems.,29%,33%,16%,14%,8%,27%,27%,24%,16%,6%,35%,27%,17%,14%,7%,32%,21%,18%,16%,13%,Availability of jobs,Rising prices,National budget deficit,Financial markets,Housing market,Hispanic,White,African-American,Asian,Economic Issues of Greatest ConcernBy Race/Ethnicity,If you were to rank the following economic issues in our economy as a whole where “1” is the issue you are currentlymost concerned about and “5” equals the one you are least concerned about, how would you rank the following?,Up/down arrows indicate statistically significant difference (95% confidence),Ranked 1st,African-Americans expressed the most concern over availability of jobs.,2017,Year Results,Consumers, in general, are somewhat equally concerned over financial markets.,Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258),18,