Page 175 - Marketing Management

152 PART 3 CONNECTING WITH CUSTOMERS

TABLE 6.1 American Consumer Almanac

Expenditures

Average U.S. outlays for goods and services in 2009
$ %
Housing $16,920 34.1%
Transportation $8,758 17.6%
Food $6,133 12.4%
Personal insurance and pensions $5,336 10.7%
Healthcare $2,853 5.7%
Entertainment $2,698 5.4%
Apparel and services $1,881 3.8%
Cash contributions $1,821 3.7%
Education $945 1.9%
Miscellaneous $808 1.6%
Personal care products and services $588 1.2%
Alcoholic beverages $457 .9%
Tobacco products and smoking supplies $323 0.7%
Reading $118 0.2%
Ownership
Percentage of households with at least one vehicle owned or leased 77.0%
Percentage of households that own homes 67%
Percentage of households that own their homes “free and clear” 23%
Time use on an average workday for employed persons
ages 25–54 with children in 2008
Working and related activities 8.8 hours
Sleeping 7.6 hours
Leisure and sports 2.6 hours
Caring for others 1.3 hours
Eating and drinking 1.0 hours
Household activities 1.0 hours
Other 1.7 hours
Monthly users’ time spent in hours: Minutes per user aged 2+ years—Q1 2009
Average minutes
# of Americans per day spent
Watching TV in the home 285,574,000 153 minutes
Watching time-shifted TV 79,533,000 8 minutes
Using the Internet 163,110,000 29 minutes
Watching video on the Internet 131,102,000 3 minutes
Mobile subscribers watching video on a mobile phone 13,419,000 4 minutes
Sources: Bureau of Labor Statistics, Consumer Expenditure Survey, www.bls.gov/cex; AC Nielsen, A2 M2 Three Screen Report, 1st Quarter 2009, http://blog.nielsen.com/nielsenwire/wp-content/
uploads/2009/05/nielsen_threescreenreport_q109.pdf.