Marketing Forecast from Ad-ology

The average age of light vehicles on U.S. roads keeps rising, reaching a record high of 10.8 years in 2011, according to new research from Polk. For service and parts providers, the increasing age of the vehicle fleet, as well as the increasing length of vehicle ownership, could mean more business. However, analysts expect to see a reversal of the lengthening average age as new car sales rise.

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).

While a majority of adults plan on reducing debt and saving more in 2012, just one in seven adults (14%) agrees that they will seek professional help managing their finances. Those most likely to say that they will seek the help of a financial professional include parents (19%), college graduates (18%), those ages 30-44 (18%), and those with a household income of $50,000 or more (17%).

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.