U.S. Regional Trends: Demographics, Attitudes and Consumer Behavior

Table of Contents

Chapter 1: Executive Summary

• Scope and Methodology
  • Scope of Report
  • Research Methodology
• Trend Overview and Market Outlook
• Population Overview
• Pacific the Most Youthful Region
• Figure 1-1: Political Outlook and Party Affiliation of U.S. Adults, 2007 (percent)
• Northeast
  • A Densely Populated, Slow-Growing Region
  • Concentration of Wealth
• East Central
  • Blue-Collar, Suburban and Rural Region
  • The Rust Belt
  • Family-Based Households
• West Central
  • Middle-of-the-Road Values and Behaviors
  • Lacking Youthful, Multicultural Energy
• Southeast
  • Lower Incomes Despite Growing Cities
  • Modest Incomes
  • Low Educational Attainment
  • Republican, Christian Stronghold
• Southwest
  • Texas Leads Region with Young Cities
  • Lower Household Incomes and Investments
  • Many People Under One Roof
• Pacific
  • Population Shifts to Inland Communities
  • Young and Racially Distinctive
  • Leftish Political Perspectives

Chapter 2: Trend Overview and Market Outlook

• Population Overview
• Table 2-1: Number of Adults and Households in the United States: By Region, 2007 (in millions)
• Looking Ahead: Water Problems Will Challenge Growth
• Looking Ahead: Rural Areas Seeing Fresh Residents
• Pacific the Most Youthful Region
• Table 2-2: Number of Teens and Kids in the United States: By Region, 2007 (in millions)
• Looking Ahead: Aging Populations Will Dampen Some Regional Economies
• Figure 2-1: Share of U.S. Population: By Age, 2007 (percent of adults)
• Northeast the Wealthiest, Southwest the Poorest
• Races Unevenly Distributed Across Regions
• Figure 2-2: Share of U.S. Population: By Race/Ethnicity (percent of adults)
• Looking Ahead: Minority Buying Power to Increase
• Political and Lifestyle Outlooks
• Figure 2-3: Political Outlook and Party Affiliation of U.S. Adults, 2007 (percent)
• Figure 2-4: Top Lifestyle Attitudes Among U.S. Adults, 2007 (percent)
• Shopping Attitudes
• Figure 2-5: Top Shopping and Spending Attitudes Among U.S. Adults, 2007 (percent)
• Media Attitudes
• Figure 2-6: Top Media-Related Attitudes/Habits Among U.S. Adults, 2007 (percent)
• Health, Fitness and Eating
• Figure 2-7: Selected Health-Related Attitudes/Habits Among U.S. Adults, 2007 (percent)
• Looking Ahead: Are Americans Getting Healthier or Unhealthier?
• Looking Ahead: Catastrophic Events Cause Demographic Shifts

Chapter 3: Northeast

• Adult Demographics, Attitudes and Behavior
• A Densely Populated, Slow-Growing Region
• Concentration of Wealth
• Tighter Living Quarters
• Proportionately Fewer Hispanics, More Asians
• Dedicated Students Find Well-Paying Jobs
• Liberal Leaning
• Figure 3-1: Political Outlook: Northeast Region, 2007 (index)
• Memberships Reflect Liberal Values
• Comparison Shoppers
• Brand- and Trend-Conscious Consumers
• Strong Desire for New Goods
• Figure 3-2: Selected Clothing and Fashion-Related Attitudes: Northeast Region, 2007 (index)
• Ads and Public Transportation
• Written Media Consumption High, Shifting Toward Internet
• Figure 3-3: Internet-Related Attitudes: Northeast Region, 2007 (index)
• Concern for Nutrition and Health
• Recreation Skews to Cold-Weather, Gym-Based Activities
• Table 3-1: Household Demographic Overview: Northeast Region, 2007 (U.S. households)
• Table 3-2: Population Demographic Overview: Northeast Region, 2007 (U.S. adults)
• Table 3-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: Northeast Region, 2007 (U.S. adults)
• Table 3-4: Overview of Family Life, Social Life and Work Life Perspectives: Northeast Region, 2007 (U.S. adults)
• Table 3-5: Financial Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-6: Shopping Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-7: Apparel-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-8: Media- and Technology-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-9: Automobile-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-10: Internet-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-11: Food-Related Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-12: Medical Attitudes and Behaviors: Northeast Region, 2007 (U.S. adults)
• Table 3-13: Participation in Fitness and Sports Activities: Northeast Region, 2007 (U.S. adults)
• Kids and Teen Demographics, Attitudes and Behavior
• Adult Demographics Reflected in Youth
• Kids and Teens Don' t Enjoy TV
• Internet and Video Games Popular
• Identity Not Tied to Fashion or Music
• Teens Healthier Than Average
• Figure 3-4: Teen Attitudes Toward Fashion, Identity and Individuality: Northeast Region, 2007 (index)
• Table 3-14: Overview of Kids' Demographics: Northeast Region, 2007 (U.S. kids age 6-11)
• Table 3-15: Overview of Kids' Attitudes and Behaviors: Northeast Region, 2007 (U.S. kids age 6-11)
• Table 3-16: Overview of Teen Demographics: Northeast Region, 2007 (U.S. children age 12-17)
• Table 3-17: Overview of Teen Attitudes and Behaviors: Northeast Region, 2007 (U.S. children age 12-17)
• Table 3-18: Teen Participation in Fitness, Sports & Recreational Activities: Northeast Region, 2007 (U.S. children age 12-17)

Chapter 4: East Central

• Adult Demographics, Attitudes and Behavior
• Blue-Collar, Suburban and Rural Region
• The Rust Belt
• Family-Based Households
• Less Expensive Housing
• White, Young Adults
• Blue-Collar Workers with Moderate Education
• Centered Politically, Leaning Right
• Low Environmental Concern
• Figure 4-1: Attitudes and Behavior with Regard to the Environment: East Central Region, 2007 (index)
• Clubs and Organizations
• Resigned Outlook on Life
• Low Interest in Finances
• Figure 4-2: Selected Personal Statements: East Central Region, 2007 (index)
• Non-Trendy Shoppers
• U.S. Car Lovers
• Traditional Media Still Reign Over Internet
• Not Healthy or Conscientious Eaters
• Behind Medical Trends
• Infrequent Exercisers
• Table 4-1: Household Demographic Overview: East Central Region, 2007 (U.S. households)
• Table 4-2: Population Demographic Overview: East Central Region, 2007 (U.S. adults)
• Table 4-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: East Central Region, 2007 (U.S. adults)
• Table 4-4: Overview of Family Life, Social Life, and Work Life Perspectives: East Central Region, 2007 (U.S. adults)
• Table 4-5: Financial Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-6: Shopping Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-7: Apparel-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-8: Media- and Technology-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-9: Automobile-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-10: Internet-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-11: Food-Related Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-12: Medical Attitudes and Behaviors: East Central Region, 2007 (U.S. adults)
• Table 4-13: Participation in Fitness and Sports Activities: East Central Region, 2007 (U.S. adults)
• Kids and Teen Demographics, Attitudes and Behavior
  • Demographic Overview
  • East Central Teens More Internet-Savvy Than Parents
  • Kids Susceptible to Advertising, But Dislike TV
  • Teens Find Identity in Music, Not Fashion
  • Teens Prefer Cash
  • Figure 4-3: Teen Attitudes About Music: East Central Region, 2007 (index)
  • Enjoy Unhealthy Foods and Eating Out
  • Sports and Recreation Participation Average
  • Table 4-14: Overview of Kids' Demographics: East Central Region, 2007 (U.S. kids age 6-11)
  • Table 4-15: Overview of Kids' Attitudes and Behaviors: East Central Region, 2007 (U.S. kids age 6-11)
  • Table 4-16: Overview of Teen Demographics: East Central Region, 2007 (U.S. children age 12-17)
  • Table 4-17: Overview of Teen Attitudes and Behaviors: East Central Region, 2007 (U.S. children age 12-17)
  • Table 4-18: Teen Participation in Fitness, Sports, & Recreational Activities: East Central Region, 2007 (U.S. children age 12-17)

Chapter 5: West Central

• Adult Demographics, Attitudes and Behavior
• Middle-of-the-Road Values and Behaviors
• Low Population Density
• Lacking Youthful, Multicultural Energy
• Small Households
• Middle-Class Stronghold, Few Super-Rich
• Figure 5-1: Value of Securities Owned: West Central Region, 2007 (index)
• Middle-Class Houses
• College Educations Sought Elsewhere
• Employment
• Politically and Socially Average
• Community-Minded
• Non-Indulgent Parents
• Figure 5-2: Parental Involvement with Kids : West Central Region, 2007 (index)
• A Tough Market for New Brands and Stores
• Shopping Not Enjoyable or Social
• Figure 5-3: Selected Lifestyle Statements Regarding Friends: West Central Region, 2007 (index)
• Not Impressed by Fashion or Latest Technology
• Slow to Embrace New Media
• Practical Attitudes Toward Cars
• Entrenched Eating Habits
• Aversion to Doctors and Medicine
• The Great Outdoors
• Table 5-1: Household Demographic Overview: West Central Region, 2007 (U.S. households)
• Table 5-2: Population Demographic Overview: West Central Region, 2007 (U.S. adults)
• Table 5-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: West Central Region, 2007 (U.S. adults)
• Table 5-4: Overview of Family Life, Social Life, and Work Life Perspectives: West Central Region, 2007 (U.S. adults)
• Table 5-5: Financial Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-6: Shopping Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-7: Apparel-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-8: Media- and Technology-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-9: Automobile-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-10: Internet-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-11: Food-Related Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-12: Medical Attitudes and Behaviors: West Central Region, 2007 (U.S. adults)
• Table 5-13: Participation in Fitness and Sports Activities: West Central Region, 2007 (U.S. adults)

• Kids and Teen Demographics, Attitudes and Behavior
  • Demographic Overview
  • Clothes Help Teens Fit In
  • Teens Stay in Comfort Zones
  • Figure 5-4: Teen Attitudes Toward Conventionality and Peer-Approval: West Central Region 2007 (index)
  • Optimistic and Interested
  • Media Choices Favor Electronics
  • Teens and Kids Live Healthy Lifestyles
  • Table 5-14: Overview of Kids' Demographics: West Central Region, 2007 (U.S. kids age 6-11)
  • Table 5-15: Overview of Kids' Attitudes and Behaviors: West Central Region, 2007 (U.S. kids age 6-11)
  • Table 5-16: Overview of Teen Demographics: West Central Region, 2007 (U.S. children age 12-17)
  • Table 5-17: Overview of Teen Attitudes and Behaviors: West Central Region, 2007 (U.S. children age 12-17)
  • Table 5-18: Teen Participation in Fitness, Sports, & Recreational Activities: West Central Region, 2007 (U.S. children age 12-17)

Chapter 6: Southeast

• Adult Demographics, Attitudes and Behavior
• Lower Incomes Despite Growing Cities
• Modest Incomes
• Less Expensive Housing
• Interest in Finances
• Smaller, Older Households Predominate
• Not Many Young Adults
• High Percentages of African Americans
• Low Educational Attainment
• Weak Employment Market
• Republican, Christian Stronghold
• Church- and Family-Oriented Social Attitudes
• More Interested in Clothes Than Electronics
• TV Dominates Other Media, Including Internet
• Figure 6-1: Sources of Entertainment: Southeast Region, 2007 (index)
• Cars Used for Long-Distance Travel; Warming to Foreign Models
• Frequent Users of Medicine
• Figure 6-2: Selected Medical Attitudes and Behaviors: Southeast Region, 2007 (index)
• Unhealthy Lifestyles
• Infrequent Exercisers
• Table 6-1: Household Demographic Overview: Southeast Region, 2007 (U.S. households)
• Table 6-2: Population Demographic Overview: Southeast Region, 2007 (U.S. adults)
• Table 6-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: Southeast Region, 2007 (U.S. adults)
• Table 6-4: Overview of Family Life, Social Life, and Work Life Perspectives: Southeast Region, 2007 (U.S. adults)
• Table 6-5: Financial Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-6: Shopping Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-7: Apparel-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-8: Media- and Technology-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-9: Automobile-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-10: Internet-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-11: Food-Related Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-12: Medical Attitudes and Behaviors: Southeast Region, 2007 (U.S. adults)
• Table 6-13: Participation in Fitness and Sports Activities: Southeast Region, 2007 (U.S. adults)

• Kids and Teen Demographics, Attitudes and Behavior
  • More Girls Than Boys, Less White Than Adults
  • TV and Music Preferred to Video Games
  • Teens Influenced by Friends, Desire to Be Noticed
  • Unhealthy Eating and Exercise Habits
  • Figure 6-3: Teen Social Attitudes: Southeast Region, 2007 (index)
  • Table 6-14: Overview of Kids' Demographics: Southeast Region, 2007 (U.S. kids age 6-11)
  • Table 6-15: Overview of Kids' Attitudes and Behaviors: Southeast Region, 2007 (U.S. kids age 6-11)
  • Table 6-16: Overview of Teen Demographics: Southeast Region, 2007 (U.S. children age 12-17)
  • Table 6-17: Overview of Teen Attitudes and Behaviors: Southeast Region, 2007 (U.S. children age 12-17)
  • Table 6-18: Teen Participation in Fitness, Sports, & Recreational Activities: Southeast Region, 2007 (U.S. children age 12-17)

Chapter 7: Southwest

• Adult Demographics, Attitudes and Behavior
• Texas Leads Region with Young Cities
• Lower Household Incomes and Investments
• Many People Under One Roof
• Kids a Priority, Influence Adult Behavior
• Young and Hispanic
• Figure 7-1: Parental Attitudes and Behavior Toward Children: Southwest Region, 2007 (index)
• Striving to Improve Education
• Diverse Employment Opportunities
• Conservative Attitudes
• Work Takes Precedence Over Community
• Figure 7-2: Selected Work and Social Perspectives: Southwest Region, 2007 (index)
• Mainstream Shoppers
• Traditional Media Still Enjoyed
• Internet for Entertainment, Not Shopping
• Knowledgeable About Cars
• Food Needs to Be Fast
• Medicine for a Quick Fix
• Little Emphasis on Health or Physical Activity
• Table 7-1: Household Demographic Overview: Southwest Region, 2007 (U.S. households)
• Table 7-2: Population Demographic Overview: Southwest Region, 2007 (U.S. adults)
• Table 7-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: Southwest Region, 2007 (U.S. adults)
• Table 7-4: Overview of Family Life, Social Life, and Work Life Perspectives: Southwest Region, 2007 (U.S. adults)
• Table 7-5: Financial Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-6: Shopping Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-7: Apparel-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-8: Media- and Technology-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-9: Automobile-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-10: Internet-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-11: Food-Related Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-12: Medical Attitudes and Behaviors: Southwest Region, 2007 (U.S. adults)
• Table 7-13: Participation in Fitness and Sports Activities: Southwest Region, 2007 (U.S. adults)

• Kids and Teen Demographics, Attitudes and Behavior
  • Hispanic Population Skews Toward Males
  • Close Families in General
  • Socially Minded
  • Video Games Preferred to TV/Internet
  • Not Outward Looking
  • Figure 7-3: Selected Teen Attitudes About Culture and Society: Southwest Region, 2007 (index)
  • Army Held in High Regard
  • Conflicting Fashion Attitudes
  • Not Health Conscious
  • Table 7-14: Overview of Kids' Demographics: Southwest Region, 2007 (U.S. kids age 6-11)
  • Table 7-15: Overview of Kids' Attitudes and Behaviors: Southwest Region, 2007 (U.S. kids age 6-11)
  • Table 7-16: Overview of Teen Demographics: Southwest Region, 2007 (U.S. children age 12-17)
  • Table 7-17: Overview of Teen Attitudes and Behaviors: Southwest Region, 2007 (U.S. children age 12-17)
  • Table 7-18: Teen Participation in Fitness, Sports, & Recreational Activities: Southwest Region, 2007 (U.S. children age 12-17)

Chapter 8: Pacific

• Adult Demographics, Attitudes and Behavior
• Population Shifts to Inland Communities
• Dense Populations
• Two-Tiered Society
• Renting Favored Over Homeownership
• Young and Racially Distinctive
• Range of Educational Levels
• Unique Employment Situations
• Leftish Political Perspectives
• Individualistic Attitudes
• Figure 8-1: Individualistic Attitudes and Behaviors: Pacific Region, 2007 (index)
• Efficient Shoppers Stay Close to Home
• Friends Share Consumer Information
• Figure 8-2: Sharing of Consumer Information with Friends: Pacific Region, 2007 (index)
• Indoor and Outdoor Media
• Internet-Wired
• Prefer Foreign Autos to Domestic
• Healthy Eaters with Gourmet Palates
• “New Age” Bent
• Figure 8-3: “New Age” Attitudes and Behaviors: Pacific Region, 2007 (index)
• Medically Proactive
• Active in the Great Outdoors
• Table 8-1: Household Demographic Overview: Pacific Region, 2007 (U.S. households)
• Table 8-2: Population Demographic Overview: Pacific Region, 2007 (U.S. adults)
• Table 8-3: Overview of Political and Religious Perspectives and of Organizational Affiliations: Pacific Region, 2007 (U.S. adults)
• Table 8-4: Overview of Family Life, Social Life, and Work Life Perspectives: Pacific Region, 2007 (U.S. adults)
• Table 8-5: Financial Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-6: Shopping Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-7: Apparel-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-8: Media- and Technology-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-9: Automobile-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-10: Internet-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-11: Food-Related Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-12: Medical Attitudes and Behaviors: Pacific Region, 2007 (U.S. adults)
• Table 8-13: Participation in Fitness and Sports Activities: Pacific Region, 2007 (U.S. adults)

• Kids and Teen Demographics, Attitudes and Behavior
  • Hispanic Shift
  • Distance From Authority and Friends
  • Figure 8-4: Teen Disconnection from Life and Peers: Pacific Region, 2007 (index)
  • TV Scorned, Video Games Accepted
  • Low Ad Receptivity and Fashion Awareness
  • Moderate Exercisers
  • Table 8-14: Overview of Kids' Demographics: Pacific Region, 2007 (U.S. kids age 6-11)
  • Table 8-15: Overview of Kids' Attitudes and Behaviors: Pacific Region, 2007 (U.S. kids age 6-11)
  • Table 8-16: Overview of Teen Demographics: Pacific Region, 2007 (U.S. children age 12-17)
  • Table 8-17: Overview of Teen Attitudes and Behaviors: Pacific Region, 2007 (U.S. children age 12-17)
  • Table 8-18: Teen Participation in Fitness, Sports, & Recreational Activities: Pacific Region, 2007 (U.S. children age 12-17)