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LIFESTYLES OF RURAL AMERICANS - US - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Lifestyle

No. of Pages : N/A

In some ways the internet has brought urban, suburban, and rural residents closer together, giving Americans across the country access to the same hub of information. Even so, differences remain between these groups. Rural Americans have a different demographic make-up, less access to retail and entertainment, and different habits and routines, which differentiate them from the general population. As Rural Americans account for 20% of the US population, brands may benefit from understanding the nuances that make this segment unique so that they can connect with them in more relevant ways and nurture brand loyalty.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Snapshot of the Rural American Consumer
Figure 1: Demographic snapshot, rural and urban adults, 2015
Rural Americans today
Rural Americans are people focused, see themselves differently from urban dwellers
Figure 2: How Rural Americans see urban and rural residents, May 2018
Lack of access drives some retail habits
Figure 3: Retail access and retail visits, May 2018
Rural Americans tomorrow
Social media is a growing influence on Rural Americans
Figure 4: Social media usage, by urban and rural, June 2016 and February 2018
Younger Rural Americans start their shopping journey online
Figure 5: Shopping habits of rural residents, by age, May 2018
What it means
UNDERSTANDING RURAL AMERICANS – WHAT YOU NEED TO KNOW
Rural Americans are an aging demographic
Finances are “okay,” and outlook is moderate
Politics differ, but values are largely the same
Rural Americans are part of the late majority
Lack of access is an issue
WHAT’S IMPACTING RURAL AMERICA IN 2018
Impact of potential trade war
High costs of economic opportunity
Rising drug use tests local law enforcement
Rural areas face higher rates of suicide
RURAL AMERICAN DEMOGRAPHICS
Rural Americans are more likely to be White, older, and lower-income
Lower-income, but more affordable cost of living
Figure 6: Household income and poverty rate, rural and urban adults, 2015
Lack of jobs compounded by lack of education
More homogeny, less exposure
Rural households are older, and perhaps prone to routine
Demographics are interconnected and hard to parse
Figure 7: Demographic profile of rural and urban adults, March 2018
RURAL AMERICAN FINANCES
Rural Americans more likely to be struggling
Figure 8: Perception of financial situation, by area of residence, February 2018
Rural residents predict financial stability
Figure 9: Perception of financial outlook, by area of residence, February 2018
Stable financial situations may not prompt big moves
Figure 10: Improving financial situation, by area of residence, February 2018
Rural adults lean on traditional methods of payment
Figure 11: Methods of payment, March 2018
LIVING IN RURAL AMERICA
Home ownership is the norm in rural America
Figure 12: Homeownership, by region and rural and urban areas of residence, 2015
Lack of access can be a challenge
Figure 13: Living in Rural America, May 2018
Affordability may not outweigh lack of opportunity
Figure 14: Living in Rural America – Select items, by household income, May 2018
Rural residents may not find reason to stay
Figure 15: Living in Rural America – Select items, by age, May 2018
RURAL AMERICAN LIFESTYLES
Values are more similar than different…
…but ideologies may conflict
Figure 16: American values, by area of residence, November 2017
The social media divide
Figure 17: Social media usage, by urban and rural, June 2016 and February 2018
International travel isn’t in the cards
Figure 18: Travel types, by area of residence, February 2018
Health perceptions are relatively even across groups
Figure 19: Health self-perceptions, by area of residence, February 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Family and friends are the focus
Priorities align with perceptions
Grocery stores are still a staple, even if they’re few and far between
One and done shopping
Rural Americans stay current on current events
RURAL ADULTS’ TOP PRIORITIES
Family comes first
Figure 20: Priorities of rural residents, indexed to all, May 2018
Rural residents prioritize health, even if not seen as healthy
Financial stability is important, even if it doesn’t result in wealth
Figure 21: Perceptions and priorities of rural residents – Top items, May 2018
Money is always an issue
Figure 22: Priorities of rural residents – Health and finances, by household income, May 2018
God and country still take a backseat to family and friends
Figure 23: Perceptions and priorities of rural residents – Secondary items, May 2018
Rural men carry the flag
Figure 24: WeatherTech Super Bowl® Commercial: American Factory, February 2018
Figure 25: Priorities of rural residents – Select items, by gender, May 2018
PERCEPTIONS OF URBAN, SUBURBAN, AND RURAL
Rural respondents see themselves as focused on people
Figure 26: How Rural Americans see urban, suburban, and rural residents, May 2018
In their own words: perceptions of farm communities
Rural are closer to the norm
Figure 27: How Urban Americans see urban, suburban, and rural residents, May 2018
In their own words: differences between rural and urban
Small town friendliness is more common in older adults
Figure 28: Perceptions of rural residents – Select items, by age, May 2018
Rural residents may find interest in environmental claims
Figure 29: Perceptions of environmentally friendliness and ‘made in the USA’, by area of residence, May 2018
THE RURAL RETAIL LANDSCAPE
Grocery and mass merchandisers
The grocery store is still the go-to retailer in rural areas
Mass merchandisers also play a large role, particularly Walmart
Figure 30: Retail in rural areas, Rural Americans indexed to all, May 2018
Dollar stores
In good times and in bad
Dollar stores are trying to take more share of the grocery market
Dollar stores serve low- to middle-income rural residents
Figure 31: Retail in rural areas – Select items, by household income, May 2018
THE RURAL FOODSERVICE LANDSCAPE
What’s happening
Foodservice falls behind
Figure 32: Foodservice in rural areas, Rural Americans indexed to all, May 2018
Fast food thrives across regions
Figure 33: Foodservice visitation frequency, by area of residence, May 2018
Urban and suburban areas tout retail and restaurants
Figure 34: Living in Rural America, by area of residence, May 2018
What’s next
Rural America, the future of foodies
SHOPPING HABITS
Online shopping can bridge the gap for rural consumers
Figure 35: Shopping habits, May 2018
Shopping frequency is a difference between urban and rural
Figure 36: Shopping habits, by area of residence, May 2018
Younger residents in search of local retail
Figure 37: Shopping habits of rural residents, by age, May 2018
Buying for quality can be a luxury
Figure 38: Shopping habits of rural residents, by household income, May 2018
POP CULTURE AND SOCIAL MEDIA
Rural consumers show less interest in pop culture and celebs
Figure 39: Following pop culture, Rural Americans indexed to all, May 2018
Television is still a key resource
Figure 40: Importance of television, urban and rural adults, March 2018
Rural men find interest in news coverage
Figure 41: Following pop culture, Rural Americans by gender, May 2018
Celebrity culture draws the young audience
Figure 42: Media trends, Rural and Urban Americans by age, May 2018
Link between age and income clear in pop culture preferences
Figure 43: Following pop culture – News and social media, by household income, May 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

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