电通（Dentsu）：2025年10月美国消费者心智调研报告（英文版）（20页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAMERICAN MINDSETOCTOBER 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on October 21st,2025.Distributed amo

2、ng a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESWHERE WEVE BEEN:T

3、HE PAST FOUR WAVESCAUTIOUS STABILIZATION WITH PERSISTENT DIVIDES.Economic anxiety begins to cool,but Americans remain split between those finding financial relief and those facing intensifying pressure.Personal financial outlooks diverge between improvement versus deterioration.Consumer spending rev

4、eals sophisticated priority management-protecting valued discretionary categories while aggressively trading down on essentials.CONTINUED UNCERTAINTY.Economic sentiment shows minimal movement,with Americans maintaining recession fears.Nearly three-quarters continue planning spending changes due to t

5、ariff concerns,signaling persistent uncertainty about trade policy impacts.Consumers continue to make strategic spending decisions aggressive cuts to food spending and trading down on essentials while protecting other discretionary categories,such as fitness or electronics.WARY TODAY,CAUTIOUSLY OPTI

6、MISTIC TOMORROW.Economic sentiment shows minimal movement,however,future optimism jumps 5 points to 42%.54%of consumers can afford all monthly expenses(up 5 points),driven by middle-income households.Post-summer normalization sees targeted cuts across both discretionary expenses and essentials.Conti