大流行后的新现实和惯例

Numerator SURVEY+SEGMENTATIONANALYSIS NewRealities &Routines AboutthisReport Numerator'sNewRealities&Routinesstudy,basedonacustomNumeratorsurvey&segmentationanalysisofover1o,oo0 consumerstodayarefaringwhenitcamestotheirfinancesandincreasedpost-pandemicflexibility, TheNewRealities&RoutinesSurveywasfieldedto10,010consumersbetween4/8/22and4/14/22.Weutilizedthissinglesurveytocreatecustomgroupsbasedontwokeythemescompaniesarechallengedtounderstandtaday: ATA "NewRealities”"NewRoutines" LeveragesocustomsegmentotionanalysisLeveragesacross-sectionofrespondents'work- investigatinghowinflationhasandwilimpactfrom-homestatustounderstandconsumption consumersocrossvariousfinancialsegments.behaviorswithinthelandscapeoftoday'sworkforce. VerifiedshoppingbehaviorsofthesegroupswereanalyzedusingNumeratorInsights. Numerator ExecutiveSummary NEWREALITIESNEWROUTINES Consumersorefacinghorshfinancialrealities,withfewerConsumersareadjustingtopost-COviDroutinesand thanhalffeelingcamfartableintheircurrentsituations.lifestyles,heavilyimpactedbytheircurrentwarkstyles. Financlalstrugglesspanincomelevels-manyhighincome:Workstyleshaveaclosetietopersonallifestylepreferences, householdsarestrugglingjustosmuchaslowincomeones,withon-siteworkersfavoringout-of-homecctivities. Inflationismoreheavilyimpactingthosealreadystruggling.Remote&hybridworkersarespendingmoreonline,tech- andconsumersexpectittogetworsebeforeitgetsbetter.forwardinboththeirworkstylesandshoppingmethods. Householdswithmorefinancialflexibilityarestocking-upon:Averagegroceryspend&mealkitusageremainshighamong individualsworkingfremhome,asdoestheirmedia onnon-essentialspencing.consumptionandtechnologyusage. SpendingInnon-essentialcategorleswasdowninthefirstOn-siteworkersaredrivingQSRtrips-particularlyat threemonthsof2022vs.2021,particularlyamongstrugglingbreckfasttime.Theyarealsodrivingweekdayin-store householdswithlowpurchasepower.shoppingtripsalongwithnon-wcrkingindividuals, JUMPTOSECTIONJUMPTOSECTION XNumerator NewRealities Howareconsumersfaringfinancially? NNumerator "NewRealities"Segments STRUGGLING+LOWPURCHASEPOWER STRUGGLING+HIGH PURCHASEPOWER PUSHINGON(29%) PROSPERING(30%) COMFORTABLYRETIRED(9%) (19%) (13%) Thisgroup'sfinancesare Financesarealsotightforthis Neutralorcomfortablewith Thisgroupfeelscomfortable Comfortablewithfinances, extremelytightandinflation group,thoughtheyhave finances,thisgroupskewsa withtheircurrentfinancesand individualsinthisgrouphave hasimpactedthemheavily, slightlyhigherincomestowork bityoungerandhasenly hasexperiencedlittle-to-no anaverogeageof66andnone leadingtodecliningfinanciel withthanstrugglinglow experiencedslightinflationary inflationaryimpactto-dote. arecurrentlyemployed.The situations,Individuoisinthis purchasepowerconsumers. mpacts,Theseindividuglsare Theirfinancialsituotionhas vastmajoritysayinflationhas grouphavelowerincomesand They'veexperiencedheavy lessworriedoboutinflationer generallyimprovedoverthe notimpactedtheirfinances, arehighlyconcernedabcutthe infletionirnpacts&declining makingendsmeet,andtheir pasttwoyearsandthey're andthey'renotwcrriedabout future&makingendsmeet financesoverthepasttwo finonceshovegenerally moreconcernedwithwork, itinthefuture.Theirfinancial halfofthegroupmembersare years,andtheyarevery improvedorheldsteadyinthe familyandworldeventsthan situationhasstayedthesame notcurrentlyermployed. concernedaboutthefuture pasttwoyears. theyaremakingendsmeet. inthepasttwoyeors. PURCHASEPOWERDEFINED:themostaccuratepictureofaconsumer'sbuyingpowerwhich takesannualincemeandcontrclsforhouseholdsizeandregionalcostofliving. NumerotorNewRealities&RoutinesSurvey4/14/22(n=10,010)AdvancedSegmentationAnolysisFocusGroups Numerator SegmentProfiles Thelayerednatureofadvancedsegmentationsallowsfaramorenuancedunderstandingofthesegroupsandhowthey'retrulyfaring. suburbanhomeowners-buttheyarelivingtwofinancialrealities, SEGMENTPROFILESI%OFGROUP(INDEXVS.TOTAL) STRUGGLINGSTRUGGLINGPUSHINGONPROSPERINGCOMFORTABLYRETIRED (LOWPP) (HIGHPP) 44%Boormers+(124)33%GenX(130)52%GenZ/Millennial(133)70%Millennial/GenX(132)76%Age65+(312) ()% 65%LowIncome(209)80%HighIncome(190)56%LowIncome(180)83%HighIncome(199)58%HighIncome(139) 32%Rural(117)40%Suburban(110)39%Urban(111)42%Suburban(114) 60%EmployedFull-time(128)36%StudentorPart-Time(144)71%EmployedFull-time(153)90%RetiredorHomemaker(359) 39%RentHome(132)70%OwnHome(112)37%RentHome(126)71%OwnHome(115)91%OwnHome(147) NumeratorInsights3Mending3/31/22 SegmentsfromNvmerotorNewReolities&:RoutinesSurvey4/14/22(n=10,010) Numerator Thesegroupsarelargelydefinedbytheirfinances-bothcurrentandpast. Whilehouseholdsintheprosperingsegmentfeelcomfortablewiththeircurrentfinancialsituations,they'vealsoseenthemostimprovementoverthepasttwoyears.Strugglinghouseholds,ontheotherhand,arefeelingtheirfinancialsqueezeworsenovertime. FINANCESBYCONSUMERSEGMENT PROSPERING PUSHINGON IMPROVED COMFORTABLY RETIRED STRUGGLINGSTRUGGLING (LOWPP)(HIGHPP) AVERAGE STAYEDSAME DECLINED VERYTIGHTSOMEWHATTIGHTNEUTRALCOMFORTABLEVERYCOMF. NumerotorNew