Marketing Forecast from Ad-ology

Charitable donations from mobile phones have grown more common in recent years. Two thirds (64%) of American adults now use text messaging, and 9% have texted a charitable donation from their mobile phone. Mobile giving is often an ‘impulse purchase’ in response to a major event. “These findings have vast implications for non-profits, other cause-related charities, and even philanthropists,” noted Rob Faris, Research Director for the Berkman Center.

Fifty-six percent of Americans expect to spend more or the same this year as they did in 2011 according to the latest American Express Spending & Saving Tracker. Consumers say they expect to spend more on in-home decorating, travel, remodeling/home improvements and health & fitness. Over a third (35%) say they are optimistic about their finances and most have set benchmarks to help meet their 2012 financial goals (87% vs. 83% in 2011).

Ford Motor Company recently took top honors for the second year in a row during the 16th annual Polk Automotive Loyalty Awards. Ford was a repeat winner in several categories; Hyundai was recognized for the first time. Even though industry volumes have been down the past few years, loyalty rates have continued to increase.

The relative economic situation of the nation’s nearly 10 million “highly” or “super” affluent consumers rebounded significantly in 2011 from its low point in the first half of 2009, according to new report from Packaged Facts. Affluent households overall more make up 20% of American households but control 51% of the nation’s household income. Households headed by Baby Boomers are by far the most significant generational segment of the affluent market.

The U.S. market for tea sold at retail was expected to reach $6.5 billion in 2011, up 5.2% over 2010, according to “Tea and Ready-to-Drink Tea in the U.S.,” a recent report from Packaged Facts. Although supermarkets remain the top venue for leaf tea and ready-to-drink tea, tea sales have also been strong in alternative outlets such as convenience stores and natural food supermarkets. Black tea remains the most popular type, followed closely by green tea.

Latino spending on personal care products and services continues to outpace spending by non-Latino consumers. The Census Bureau projects that by 2015 Latinos will account for 20% of 18- to 49-year-olds, an age group that is critically important to marketers and advertisers. Growth dynamics in the personal care market, therefore, will increasingly be shaped by the health and beauty care (HBC) usage patterns and product choices of Latino consumers.