ThinkNow Pulse™ Report 2019

TOTAL MARKET CONSUMER SENTIMENT
ECONOMIC OUTLOOK |EMPLOYMENT | PURCHASES
with trend data from previous years
Pulse
TM
2019
ThinkNow

Survey Method
Field Timing
507
Hispanics
1,280
Total
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
258
Non-Hispanic
Whites
257
African
Americans
258
Americans
› 18-64 years of age› December, 2018
MethodologyWhat is it?
ThinkNow Pulse™ 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 2018 are
compared to 2017, 2016 and 2015.
Base
Sizes
Asian
2

Who We Are
Research experience
speciﬁcally in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
3
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, in-person
and telephone research.
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
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
4

Key Findings
6
• Similar to last year’s survey, approximately one-third of Americans 18-64 years of age say their household
financial situation improved during the past year (2018). Nearly 20% say it worsened.
 Among the larger race/ethnic segments, Non-Hispanic Whites were the most likely to say their household income situation improved from one year ago.
• Approximately half of Americans feel their financial situation will improve in 2019. This is also consistent
with our survey from one year ago.
 African-Americans hold the most positive outlook for their finances in 2019.
• As in our previous survey, roughly half of Americans feel the US economy is growing, at least slowly.
The majority predict the economy will either continue growing or stay the same in 2019.
• The study shows that over the past two years (2017-2018), fewer Americans have experienced a job loss
or a reduction of works hours compared to 2015-2016.
• The 37% who approve of the job the president is doing hold a more favorable opinion of the US economy
and their outlook on 2019 is more positive compared to Americans in general.
• Despite mostly positive outlooks for the coming year, some concerns are still held by some, mainly of
rising prices and the availability of jobs.
“The results of
ThinkNow’s Pulse
Study indicate
that consumer sentiment
has not changed
significantly from
one year ago.”

As in our 2017 survey, approximately one-third of Americans say their household
financial situation improved during the past year.
7
33%
42%
22%
39% 38%
20%
33%
41%
19%
35%
39%
19%
Improved Stayed the same Worsened
Total Market
2015 2016 2017 2018


Recent Trends in Household Income
There were no significant changes over the last two years.

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?
Base: Total Market - 2015 (n=1285), 2016 (n=1250),
2017 (n=1270), 2018 (n=1280)
| Up/down arrows indicate statistically significant difference from previous year (95% confidence

African American (C)Hispanic (A) White (B) Asian (D)
27%
45%
22%
38% 39%
17%
31%
38%
25%
32%
41%
19%
Improved Stayed the same Worsened
2017 35% 33% 32% 32% 38% 41% 41% 44% 17% 20% 18% 15%
2016 43% 39% 38% 32% 34% 41% 36% 50% 19% 18% 19% 14%
2015 35% 33% 40% 35% 41% 41% 38% 45% 19% 22% 17% 16%
Year
Results
2018

Non-Hispanic Whites are the segment most likely to say that their
household income situation improved from one year ago.
Fewer than 30% of Hispanics said it improved, the lowest reported over the past four years.

Recent Trends in Household Income
By Race/Ethnic Segment 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?
2018 – Base: Hispanics (n=507), Whites
(n=258), African Americans (n=257),
Asians (n=258)
| Up/down arrows indicate statistically significant difference
from previous year (95% confidence)
8

9
Over the past two years (2017-2018), fewer Americans have experienced a job
loss or a reduction of works hours compared to 2015-2016.
2017 (n=1270), 2018 (n=1280)
| Up/down arrows indicate statistically significant difference from
previous year (95% confidence
23% 22%
11%
54%
24%
20% 20%
49%
15% 15%
10%
56%
17% 15%
12%
53%
Lost a job Work hours wew reduced Work salary was reduced None of these
Total Market
2015 2016 2017 2018






Changes In Employment
During the past year, have you or
someone in your family had to deal
with any of the following?

10
Hispanics and African-Americans are the most likely to have lost a job during the past year.

2018-Base: Hispanics (n=507), Whites (n=258),
African Americans (n=257), Asians (n=258)
24%
18%
7%
47%
14% 13% 13%
58%
21%
18%
15%
42%
13%
16%
11%
51%
Lost a job Work hours were reduced Work salary was reduced None of these
Hispanic (A) White (B) African American (C) Asian (D)
.
Changes In Employment
By Race/Ethnicity
2017 19% 13% 18% 15% 17% 15% 15% 11% 9% 9% 15% 12% 50% 60% 45% 58%
2016 25% 21% 30% 16% 24% 19% 21% 15% 18% 22% 13% 14% 45% 52% 49% 61%
2015 27% 20% 28% 16% 25% 21% 18% 17% 15% 10% 14% 17% 45% 59% 51% 56%
2018
Year
Results
In 2018, there were no signiﬁcant changes in employment across the four
major race/ethnic segments.
During the past year, have you
or someone in your family had
to deal with any of the following?
.

11
Base: Total Market -2015 (n=1285), 2016
(n=1250), 2017 (n=1270), 2018 (n=1280)
Financial outlook for the coming year has remained relatively
unchanged since 2015.
Thinking of your own personal
and your family ﬁnances for
(year), which of the following
would you say best describes
your feelings towards this
upcoming year?
Consistent with past years, about half of Americans feel their ﬁnancial situation
will improve in the upcoming year.

50%
33%
11%
50%
34%
10%
46%
32%
9%
48%
32%
10%
Better than previous year About the same Worse than previous year
2015 2016 2017 2018
Total Market
Outlook For Household Finances
•

Thinking of your own personal and
your family ﬁnances for (year), which
of the following would you say best
describes your feelings towards this
upcoming year?
2018 –Base: Hispanics (n=500), Whites
(n=255), African Americans (n=257),
Asians (n=258)
Asian-Americans are less optimistic about their household
ﬁnances in the upcoming year.
46%
31%
10%
50%
33%
9%
57%
23%
8%
36% 36%
16%
Better than 2017 About the same as 2017 Worse than 2017
2017 50% 45% 50% 45% 28% 35% 25% 28% 7% 9% 10% 14%
2016 56% 44% 63% 47% 29% 42% 21% 39% 8% 9% 8% 7%
2015 57% 45% 61% 42% 23% 38% 26% 37% 12% 12% 6% 12%
2018
Results

Outlook For Household Finances
By Race/Ethnicity
12

13
As in past years, roughly half of Americans feel the US economy
is growing, at least slowly
2017 (n=1270), 2018 (n=1280)
When you think about America's
economy today, do you think it is...
11%
39%
24%
16%
4%
18%
38%
23%
10%
3%
16%
34%
21%
11%
6%
20%
31%
23%
10%
5%
Growing rapidaly Growing slowly Stagnating In a recession In a depression
Total Market
2015 2016 2017 2018
Perception of U.S. Economy



.
2018: 51% Growing rapidly/slowly

14
In general, perception of the US economy is largely unchanged
across race/ethnicity
.

23% of Whites believe the economy is growing rapidly.
This is the highest share among this group during the past four years.
Results
17%
28%
26%
10%
6%
23%
33%
22%
10%
4%
18%
26% 27%
8% 8%
15%
35%
22%
9%
4%
Growing rapidly Growing slowly Stagnating In a recession In a depression
41%
Perception of U.S. Economy
By Race/Ethnicity
Note: Don’t know /
No opinion not shown.
2017 17% 15% 19% 15% 32% 36% 25% 36% 23% 20% 24% 19% 9% 13% 8% 14% 5% 7% 8% 1%
2016 19% 17% 16% 10% 38% 42% 35% 42% 25% 20% 25% 29% 9% 11% 11% 7% 3% 3% 6% 3%
2015 14% 7% 14% 9% 43% 38% 48% 45% 18% 28% 18% 24% 11% 18% 11% 10% 6% 2% 4% 2%
2018
Year
When you think about America's
economy today, do you think it is...
2018 – Base: Hispanics (n=500), Whites (n=255),

41%
35% 33%
22%
11%
41%
26%
23%
10%
34%
23%
26%
16%
33%
26% 27%
13%
Better in coming year About the same in the coming year Worse in the comig year Not sure
Total Market
2015 2016 2017 2018


Outlook for US Economy

Base: Total Market -2015 (n=1285), 2016
(n=1250), 2017 (n=1270), 2018 (n=1280)
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?
There has been a slow but steady rise in those who feel the economy
will worsen in the coming year.

As in previous years, the majority of Americans believe the U.S. economy will
either improve or stay the same in the coming year.
15

The outlook for the US economy in the upcoming year is largely the same as it
was one year ago across the four segments.
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%
28%
23%
12%
35%
25% 26%
13%
29%
27%
29%
13%
27%
29% 29%
10%
Better in 2018 About the same in 2018 Worse in 2018 Not sure
2017 31% 36% 26% 34% 27% 21% 25% 24% 24% 27% 23% 23% 16% 15% 23% 16%
2016 44% 47% 23% 37% 24% 26% 25% 26% 21% 20% 34% 25% 10% 6% 17% 12%
2015 43% 32% 41% 34% 31% 31% 30% 37% 18% 27% 13% 19% 8% 8% 15% 9%
2018
Year
Results
Outlook for US Economy
By Race/Ethnicity
2018 –

16

17
37%
35%
30%
41%
28%
35%
19%
41% 41%
33%
43%
32%
42%
22%
41%
38%
27%
39%
28%
35%
23%
37%
35%
31%
42%
28%
37%
21%
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 2018




Purchases Planned for Next 12 Months
Total Market
Base: Total Market - 2015 (n=1285), 2016 (n=1250), 2017 (n=1270), 2018 (n=1280)
Up/down arrows indicate statistically
significant difference from previous year
Planned purchases remained statistically unchanged from one year ago.

17
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?
Consumers planning to purchase a home has remained at roughly
20% over past four years.

•
The economic issues of greatest concern to Americans are rising
prices and availability of jobs.
If you were to rank the following
economic issues in our economy as a
whole where “1” is the issue you are
currently most concerned about and
“5” equals the one you are least
concerned about, how would you rank
the following?
Base: 2018 (n=1280)
18
3.2
3.5
3.9
3.9
3.9
4.3
5.2
Rising prices
Availability of jobs
Housing/Rental market
National budget deficit
Financial markets
Trade war
Rise of Artificial intelligence
Total Market
Mean Rank
(1-7)
Economic Issues of Greatest Concern
(2018 Survey Only)
Total Market

B
41%
23%
36%
43%
23%
35%
Much/Somewhat MORE Optimistic No affect Much/Somewhat LESS Optimistic
2017 2018
Outlook for Coming Year
(Given Political Climate)
Given the current political climate, nearly as many Americans have a pessimistic
outlook for the coming year as do an optimistic outlook.

What aﬀect does the current political
climate have on your personal outlook
for the upcoming year?
Base: Total Market - 2017 (n=1270), 2018 (n=1280)
This sentiment remained unchanged from one year ago.
19

B
42%
22%
37%
45%
22%
34%
43%
24%
32%
39%
22%
39%
Much/Somewhat MORE Optimistic No affect Much/Somewhat LESS Optimistic
Outlook for Coming Year
(Given Political Climate)
2017 40% 40% 44% 38% 23% 23% 24% 27% 36% 37% 32% 35%
In 2018, African American and Whites expressed the most optimism for the
coming year, despite the current political climate.
What aﬀect does the current political
climate have on your personal outlook
for the upcoming year?
Base: Hispanics (n=500), Whites (n=255),
20

President Approval
Approve 37%
Disapprove 52%
No opinion 11%
The 37% who approve of the job the president is doing hold a more favorable opinion of the
US economy and their outlook on 2019 is more positive compared to Americans in general.
Base: Total Market (n=1280), Approve of President (n=346)

They are also more likely to have had an improvement in their household
ﬁnances during the past year.
B
35%
51%
43%
57%
79%
74%
Household finances improved during past
year
Believe US economy is growing Haves a more positive personal outlook on
2019, given current political climate
Total Market (A) Approve of President (B)
Sentiment Among Those Who
Approve of President
A
A
A
21

Sample Proﬁle 2018
2018 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Hispanics White
African-
American Asian
Born in the U.S. 60% 94% 93% 44%
Moved here 40% 6% 7% 56%
Household Income
Under $50,000 (Net) 49% 33% 56% 27%
$50K – $99K (Net) 28% 32% 24% 26%
$100K+ (Net) 15% 31% 13% 37%
Median income ($000) $46 $65 $38 $77
Educational Attainment
High school grad/GED 37% 23% 30% 16%
Some college/AA/
trade/technical school (NET)
35% 34% 42% 26%
Bachelor's degree or higher
(NET)
27% 43% 28% 57%
Sample Profile - 2018
Hispanics Whites
African-
Americans Asians
Male 51% 50% 48% 47%
Female 49% 50% 52% 53%
Age
18 to 34 45% 34% 41% 39%
35 to 64 55% 66% 59% 60%
Mean age 37 42 39 40
Census Region
Northeast 14% 19% 17% 21%
Midwest 9% 26% 17% 12%
South 37% 35% 57% 23%
West 40% 20% 9% 44%
2018 – Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
23

Sample Proﬁle 2018
2018 – Base: Hispanics (n=500)
Sample Profile - 2018
Hispanics
Language Spoken at Home
Spanish dominant 35%
Spanish and English equally 35%
English dominant 30%
Country of Origin
Mexican 63%
Puerto Rican 14%
South American 7%
Central American 5%
Cuban 4%
Dominican 4%
Acculturation
Less Acculturated 23%
Bicultural 48%
More Acculturated 29%
2018 – Base: Hispanics (n=500)
24

ThinkNow Pulse™ Report 2019

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