Thinknow Pulse Total Market Consumer Sentiment 2018

ThinkNow Pulse™
Total Market Consumer Sentiment
with Comparisons to Previous Years
2018 Report

2
ThinkNow Pulse™
Survey Method
Field Timing
303
Hispanics 500
Hispanics
1,270
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
257
Non-Hispanic
Whites
258
African-
Americans
258
Asian-
Americans
› 18-64 years of age› December, 2017
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 2017 are
compared to 2016 and 2015.

3
Who We Are
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.
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.

4
Our Services
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OMNIBUS
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TRACKING
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TESTING
ONLINE &
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QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE
Contact Us
info@thinknowresearch.com
818-843-0220
www.thinknowresearch.com

6
33%
42%
22%
39% 38%
20%
33%
41%
19%
Improved Stayed the same Worsened
Total Market
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.

Up/down arrows indicate statistically
significant difference (95% confidence)

Recent Trends in Household Income

7
35%
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)
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%
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 statistically

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 Income
By Race/Ethnic Segment

8
23% 22%
11%
54%
24%
20% 20%
49%
15% 15%
10%
56%
Lost a job Work hours wew reduced Work salary was reduced None of these
Total Market
2015 2016 2017
.






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 Employment
During the past year (2017), have you or someone in your family had to deal with any of the following?

9
19%
17%
9%
50%
13%
15%
9%
60%
18%
15% 15%
45%
15%
11% 12%
58%
Lost a job Work hours were reduced Work salary was reduced None of these
.
Employment numbers improved in 2017 across the four major race/ethnic segments.
Changes In Employment
By Race/Ethnicity
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%
2017
Year
Results
 




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
Total Market
2015 2016 2017
Outlook For Household Finances
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?
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
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? Up/down arrows indicate statistically
Fewer African-Americans are anticipating a better financial year in 2018 compared to
2017, a significant drop from prior years.
• Asian-Americans are the most pessimistic about their household finances this coming year.
50%
28%
7%
45%
35%
9%
50%
25%
10%
45%
28%
14%
Better than 2017 About the same as 2017 Worse than 2017
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%
2017
Year
Results



Outlook For Household Finances
By Race/Ethnicity

12
11%
39%
24%
16%
4%
18%
38%
23%
10%
3%
16%
34%
21%
11%
6%
Growing rapidaly Growing slowly Stagnating In a recession In a depression
Total Market
2015 2016 2017
41%
Perception of U.S. Economy
When you think about America's economy today, do you think it is...



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%
32%
23%
9%
5%
15%
36%
20%
13%
7%
19%
25% 24%
8% 8%
15%
36%
19%
14%
1%
Growing rapidly Growing slowly Stagnating In a recession In a depression
41%
Perception of U.S. Economy
By Race/Ethnicity
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 aren’t convinced and anticipate a recession.
Note: Don’t know /
No opinion not shown.
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%
2017
Year
Results



 

14
41%
35% 33%
22%
11%
41%
26%
23%
10%
34%
23%
26%
16%
Better in 2018 About the same in 2018 Worse in 2018 Not sure
Total Market
2015 2016 2017


Outlook for US Economy
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?


In general, Americans appear less optimistic about the US economy in 2018 .
• A combined 40% are either unsure or feel it will worsen.

15
41%
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?
African-Americans are the least optimistic about the economy improving in 2018.
31%
27%
24%
16%
36%
21%
27%
15%
26% 25%
23% 23%
34%
24% 23%
16%
Better in 2018 About the same in 2018 Worse in 2018 Not sure
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%
2017
Year
Results





Outlook for US Economy
By Race/Ethnicity
• Non-Hispanic Whites are the most optimistic.

16
37%
35%
30%
41%
28%
35%
19%
41% 41%
33%
43%
32%
42%
22%
41%
38%
27%
39%
28%
35%
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?
Fewer Americans are planning to make large purchases in 2018.
• Home buying levels, however, are relatively unchanged from the past 2 years.




Purchases Planned for Next 12 Months
Total Market

17
41% 40%
33%
37%
29%
44%
22%
40%
36%
22%
37%
26%
31%
23%
44% 44%
35%
47%
32%
41%
29%
48%
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
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?
Purchases Planned for Next 12 Months
By Race/Ethnicity
African-Americans are the most likely to buy a home in 2018.
46 36 44 48 45 36 52 34 37 28 36 33 46 38 49 45 34 32 28 29 44 38 49 41 24 18 34 22
42 37 44 36 34 34 42 33 35 27 35 27 39 41 44 41 32 27 27 23 41 33 42 37 22 18 27 19
2016
2015
2017
Year
Results

• Hispanics are the most likely to purchase a vehicle.

18
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
Economic Issues of Greatest Concern
Total Market
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?

Ranked 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.

19
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 Concern
By Race/Ethnicity
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?
Ranked 1st
African-Americans expressed the most concern over availability of jobs.
2016 32% 30% 36% 33% 30% 28% 32% 23% 20% 22% 13% 15% 12% 12% 11% 18% 6% 6% 8% 12%
2015 33% 28% 32% 31% 30% 33% 31% 24% 15% 22% 16% 15% 15% 11% 15% 20% 7% 6% 7% 10%
2017
Year
Results
Base: Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
• Consumers, in general, are somewhat equally concerned over financial markets.

20
B
41%
23%
36%
40%
23%
36%
40%
23%
37%
44%
24%
32%
38%
27%
35%
Much/Somewhat MORE Optimistic No affect Much/Somewhat LESS Optimistic
Total Market Hispanic (A) White (B) African American (C) Asian (D)
Given the current political climate, nearly as many people are pessimistic about 2018 as
they are optimistic.
What affect does the current political climate have on your personal outlook for 2018?
Base: Total Market (n=1270), Hispanics (n=500), Whites (n=255), African Americans (n=257), Asians (n=258)
Letters indicate statistically
Outlook for 2018
(Given Political Climate)

Hispanics
n=500
White
n=255
African-
American
n=257
Asian
n=258
Hispanics
n=500
White
n=255
African-
American
n=257
Asian
n=258
Male 51% 50% 48% 47% Born in the U.S. 60% 96% 93% 45%
Female 49% 50% 52% 53% Moved here 40% 4% 7% 55%
Age Household Income
18 to 34 45% 34% 41% 40% Under $50,000 (Net) 48% 33% 55% 27%
35 to 64 55% 66% 59% 60% $50K – $99K (Net) 28% 31% 24% 25%
Mean age 37 42 39 39 $100K+ (Net) 15% 31% 12% 37%
Median income ($000) $47 $68 $41 $82
Census Region
Northeast 14% 19% 17% 21%
Educational
Attainment
Midwest 9% 26% 17% 12% High school grad/GED 32% 21% 28% 12%
South 37% 35% 57% 23%
Some college/AA/
trade/technical school
(NET)
22% 21% 29% 15%
West 40% 20% 9% 44%
Bachelor's degree or
higher (NET)
44% 58% 42% 72%
Sample Profile

Sample Profile
Metric
Hispanics
n=500
Language Spoken at Home
Spanish dominant 35%
Spanish and English equally 35%
English dominant 30%
Country of Origin
Mexican 63%
Puerto Rican 12%
South American 11%
Central American 5%
Cuban 4%
Dominican 4%
Acculturation
Less Acculturated 22%
Bicultural 48%
More Acculturated 29%

Thinknow Pulse Total Market Consumer Sentiment 2018

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