Households: The USA

Country Briefing

About This Report

Jun 2019

The US market is characterised by continued urbanisation of households and the overall growth in the number of households. A digital gap continues to exist between rural and urban homes, but in general US homes are well connected to digital goods and services. Millennials are reshaping the local real estate market, driving demand for smaller, urban homes both in rentals and sales. Single-person homes will dominate the local market, particularly as the number of children per household declines.

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Households: The USA

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Households: The USA

HEADLINES

PROSPECTS

Chart 1 SWOT Analysis: the USA

HOUSEHOLD SIZE AND LOCATION

Rural homes still lag behind in connectivity
Chart 2 Households by Location and Number of Rooms/Persons in the USA

CONSUMER COMPOSITION

Record low unemployment, but rising inequality
Chart 3 Sex, Age, Education and Employment in the USA
Chart 4 Case Study on Consumer Composition: the USA

FAMILY TYPES

Ageing offers opportunities
Chart 5 Family Units and Children per Household in the USA

HOUSEHOLD FACILITIES AND DURABLES

More functions wanted from appliances
Chart 6 Household Penetration by Facilities and Durables in 2030 in the USA

HOUSEHOLD TELECOMS

Subscription outpacing cable
Chart 7 Household Digitalisation in the USA
Chart 8 Case Study on Household Telecoms: the USA

PROPERTY MARKET

Cooling market in 2019
Chart 9 Rentals and Household Finance in the USA

HOUSING CONSTRUCTION

Affordable housing crisis
Chart 10 Houses and Apartments in the USA