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SURVEY+SEGMENTATIONANALYSIS
NewRealities
&Routines
AboutthisReport
Numerator’sNewRealities&Routinesstudy,basedonacustomNumeratorsurvey&segmentationanalysisofover10,000
consumers,dissectsthevariousmarketdynamicsaffectingtoday’sconsumersandprovidesanin-depthunderstandingofhow
consumerstodayarefaringwhenitcomestotheirfinancesandincreasedpost-pandemicflexibility.
TheNewRealities&RoutinesSurveywasfieldedto10,010consumersbetween4/8/22and4/14/22.Weutilizedthissinglesurvey
tocreatecustomgroupsbasedontwokeythemescompaniesarechallengedtounderstandtoday:
“NewRealities”
Leveragesacustomsegmentationanalysis
investigatinghowinflationhasandwillimpact
consumersacrossvariousfinancialsegments.
“NewRoutines”
Leveragesacross-sectionofrespondents’work-
from-homestatustounderstandconsumption
behaviorswithinthelandscapeoftoday’sworkforce.
VerifiedshoppingbehaviorsofthesegroupswereanalyzedusingNumeratorInsights.
ExecutiveSummary
NEWREALITIES
Consumersarefacingharshfinancialrealities,withfewerthanhalffeelingcomfortableintheircurrentsituations.
•Financialstrugglesspanincomelevels–manyhighincomehouseholdsarestrugglingjustasmuchaslowincomeones.
•Inflationismoreheavilyimpactingthosealreadystruggling,andconsumersexpectittogetworsebeforeitgetsbetter.
•Householdswithmorefinancialflexibilityarestocking-uponsaleitemsandsearchingfordealsratherthancuttingbackonnon-essentialspending.
•Spendinginnon-essentialcategorieswasdowninthefirstthreemonthsof2022vs.2021,particularlyamongstrugglinghouseholdswithlowpurchasepower.
JUMPTOSECTION
NEWROUTINES
Consumersareadjustingtopost-COVIDroutinesandlifestyles,heavilyimpactedbytheircurrentworkstyles.
•Workstyleshaveaclosetietopersonallifestylepreferences,withon-siteworkersfavoringout-of-homeactivities.
•Remote&hybridworkersarespendingmoreonline,tech-forwardinboththeirworkstylesandshoppingmethods.
•Averagegroceryspend&mealkitusageremainshighamongindividualsworkingfromhome,asdoestheirmediaconsumptionandtechnologyusage.
•On-siteworkersaredrivingQSRtrips—particularlyatbreakfasttime.Theyarealsodrivingweekdayin-storeshoppingtripsalongwithnon-workingindividuals.
JUMPTOSECTION
NewRealities
Howareconsumersfaringfinancially?
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
AdvancedSegmentationAnalysis–FocusGroups
“NewRealities”Segments
STRUGGLING+LOW
PURCHASEPOWER
(19%)
Thisgroup’sfinancesareextremelytightandinflationhasimpactedthemheavily,leadingtodecliningfinancialsituations.Individualsinthisgrouphavelowerincomesandarehighlyconcernedaboutthefuture&makingendsmeet—halfofthegroupmembersarenotcurrentlyemployed.
STRUGGLING+HIGH
PURCHASEPOWER
(13%)
Financesarealsotightforthisgroup,thoughtheyhaveslightlyhigherincomestoworkwiththanstrugglinglowpurchasepowerconsumers.They’veexperiencedheavyinflationimpacts&decliningfinancesoverthepasttwoyears,andtheyareveryconcernedaboutthefuture.
PUSHINGON
(29%)
Neutralorcomfortablewithfinances,thisgroupskewsabityoungerandhasonlyexperiencedslightinflationaryimpacts.Theseindividualsarelessworriedaboutinflationormakingendsmeet,andtheirfinanceshavegenerallyimprovedorheldsteadyinthepasttwoyears.
PROSPERING
(30%)
Thisgroupfeelscomfortablewiththeircurrentfinancesandhasexperiencedlittle-to-noinflationaryimpactto-date.Theirfinancialsituationhasgenerallyimprovedoverthepasttwoyearsandthey’remoreconcernedwithwork,familyandworldeventsthantheyaremakingendsmeet.
COMFORTABLYRETIRED
(9%)
Comfortablewithfinances,individualsinthisgrouphaveanaverageageof66andnonearecurrentlyemployed.Thevastmajoritysayinflationhasnotimpactedtheirfinances,andthey’renotworriedaboutitinthefuture.Theirfinancialsituationhasstayedthesameinthepasttwoyears.
PURCHASEPOWERDEFINED:themostaccuratepictureofaconsumer’sbuyingpowerwhich
takesannualincomeandcontrolsforhouseholdsizeandregionalcostofliving.
SegmentProfiles
Thelayerednatureofadvancedsegmentationsallowsforamorenuancedunderstandingofthesegroupsandhowthey’retrulyfaring.Demographically,strugglinghighpurchasepowerconsumerslooksimilartoprosperingconsumers—highincome,full-timeemployed,suburbanhomeowners—buttheyarelivingtwofinancialrealities.
SEGMENTPROFILES|%OFGROUP(INDEXVS.TOTAL)
STRUGGLING
(LOWPP)
44%Boomers+(124)
65%LowIncome(209)
32%Rural(117)
36%RetiredorDisabled(145)
39%RentHome(132)
STRUGGLING
(HIGHPP)
33%GenX(130)
80%HighIncome(190)
40%Suburban(110)
60%EmployedFull-time(128)
70%OwnHome(112)
PUSHINGON
PROSPERING
COMFORTABLYRETIRED
52%GenZ/Millennial(133)56%LowIncome(180)39%Urban(111)
36%StudentorPart-Time(144)
37%RentHome(126)
76%Age65+(312)
58%HighIncome(139)
37%Rural(133)
90%RetiredorHomemaker(359)
91%OwnHome(147)
70%Millennial/GenX(132)
83%HighIncome(199)
42%Suburban(114)
71%EmployedFull-time(153)
71%OwnHome(115)
NumeratorInsights3Mending3/31/22
SegmentsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
75
FINANCESVS.2YA
Thesegroupsarelargelydefinedbytheirfinances–bothcurrentandpast.
Whilehouseholdsintheprosperingsegmentfeelcomfortablewiththeircurrentfinancialsituations,they’vealsoseenthemostimprovementoverthepasttwoyears.Strugglinghouseholds,ontheotherhand,arefeelingtheirfinancialsqueezeworsenovertime.
FINANCESBYCONSUMERSEGMENT
DECLINEDSTAYEDSAMEIMPROVED
100
50
-
AVERAGE
PROSPERING
PUSHINGON
COMFORTABLYRETIRED
STRUGGLING
(LOWPP)
STRUGGLING
(HIGHPP)
25
50
-VERYTIGHT
VERYCOMF.00
SOMEWHATTIGHT
NEUTRAL
COMFORTABLE
CURRENTFINANCIALSITUATION
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|*Bubblessizedby#ofhouseholdswithineachgroup
Whichofthefollowingbestdescribesyourcurrentfinancialsituation?/Howwouldyoucompareyourcurrentfinancialsituationtotwoyearsago?
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Whateffecthaverisingprices/inflationhadonyourfinancialsituationinthepastfewmonths?
Small
41%
9%10%
54%
32%
28%
16%
11%
6%
1%0%
14%
6%
Inflationhasdisproportionatelyaffectedthosealreadystruggling.
Overnine-in-tenconsumersayinflationhasimpactedtheirfinancesinsomeway,butforstrugglinghouseholds,theimpacthasbeentwiceassignificant.Mostconsumersinthepushingon,prosperingorcomfortablyretiredsegmentssayinflationimpactshavebeenminimal.
INFLATIONIMPACTPASTFEWMONTHS
TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired
85%
80%
72%
74%
62%
Largeimpact
impact
Noimpact
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Howdoyouexpectrisingprices/inflationwillaffectyourfinancialsituationinthenextfewmonths?
40%
Butmanyexpectinflationsimpacttoworsenincomingmonths.
Two-in-fiveconsumersbelieveinflationwillhaveagreaterimpactontheirfinancialsituationinthenextfewmonthsthanithasto-date–abeliefthatnearlydoublesamongstrugglinghouseholds.Comfortablyretiredhouseholdsareleastconcernedwithfutureinflationeffects.
INFLATIONIMPACTNEXTFEWMONTHSVS.NOW
TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired
69%
62%
46%
44%44%
40%
32%
26%
19%
14%
10%
6%
1%0%
17%
25%
32%
23%
22%
11%
4%
6%
7%
ItwillhaveagreatereffectItwillhaveanequaleffectItwillhaveasmallereffectItwillnotaffectme
Nearlyallhouseholdsaretakingsomestepstocombatrisingprices.
Only5%ofconsumersoverallsayrisingpriceshavenotchangedtheirshoppingbehaviors.Themostcommonadjustmentshavebeenstockinguponsaleitemsandsearchingforcoupons&promotions.Inthecomingmonths,consumersexpecttoincreaseallmoney-savingopportunities.
INFLATIONRESPONSES
PastFewMonthsNextFewMonths
51%
53%
51%
50%
46%
49%
47%
42%
42%
41%
43%
38%
39%
36%
32%
28%
31%
28%
18%
14%
Stockupon
SearchforDecreasespending
Makefewer
Reducethe
Shoparoundmore
Purchasefewer
Switchtoaless
Stopspendingon
Pausemajor
essentialswhen
coupons,promos,onnon-essentials
shopping
amountIdriveto
tofindthebest
itemsthanI
expensivebrand
certainthings
financial
they’reonsale
orsales
trips/purchases
saveongas
deals
usuallywould
option
commitments
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Haveyoudoneanyofthefollowinginrecentmonthsinresponsetorisingprices/inflation?/Doyouplantodoanyinthenextfewmonths?
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Doyouplantodoanyofthefollowinginthenextfewmonthsinresponsetorisingprices/inflation?
Inflationresponsevariesbygroup,withstrugglinghouseholdscuttingthemost.
Cn本本!u?on本uou-e22eu本!al2beuq!u?!2本pe上!L2本2本eb上oL山o2本2本Ln??l!u?pon2epolq2'2o山e本p!u?上!uauc!all入上lex!plecou2n山eL2aLea^o!q!u?Mpeubo22!ple.lu2本eaq'本pe2epon2epolq2aLeob本!u?上oLconbou2auq2本oc卜!u?nbou!本e山2Mpeu本pe入上!uq2ale2冬qeal2.2本Ln??l!u?pon2epolq2aLeal2o山a卜!u?山oLeaq读n2本山eu本2本o本pe!Lpepa^!oL2'M!本po^eLpal上baL本!c!ba本!u?!u2+山oue入-2a^!u?山ea2nLe2'co山baLeq本o本MooLle22上oLo本peL?Lonb2.
TOP5INFLATIONREACTIONSBYSEGMENT
STRUGGLING
(LOWPP)
Decreasenon-essentials66%Searchforcoupons63%Makefewerpurchases59%Drivelesstosaveongas58%
Purchasefeweritems57%
STRUGGLING
(HIGHPP)
Decreasenon-essentials66%Searchforcoupons61%Stockuponsale58%
Makefewerpurchases58%
Drivelesstosaveongas54%
PUSHINGON
Searchforcoupons47%Stockuponsale46%Decreasenon-essentials41%Makefewerpurchases40%
Shoparoundfordeals37%
PROSPERING
Searchforcoupons49%Stockuponsale48%Decreasenon-essentials42%Shoparoundfordeals40%
Makefewerpurchases36%
COMFORTABLYRETIRED
Stockuponsale59%
Searchforcoupons55%
Makefewerpurchases45%
Drivelesstosaveongas43%
Shoparoundfordeals41%
NumeratorInsights3Mending3/31/22vs.YA
GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Non-essentialspendingcutsarealreadyevidentforsomeconsumers.
Comparedtothefirstthreemonthsof2021,mostconsumersthisyearspentlessonnon-essentials,withappareltheonlyexception.Struggling,lowpurchasepowerhouseholdssawthemostnoteworthyspendingdeclines,andcomfortablyretiredhouseholdstheleast.
OBSERVEDSHOPPINGBEHAVIOR
Q12022BUYRATEINDEXVS.Q12021
APPAREL
ELECTRONICS
HOME&GARDEN
TOOLS&HOMEIMP.
TOTAL
109
89
86
93
STRUGGLING(LOWPP)
89
81
84
101
STRUGGLING(HIGHPP)
136
74
83
93
PUSHINGON
101
93
84
109
PROSPERING
120
95
86
82
COMFORTABLYRETIRED
100
103
108
80
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|*Amongthosewhosaidthey’ddecreaseorstopspending(n=5,414)
Wheredoyouplantodecrease/stopspendinginresponsetorisingprices/inflation?
Restaurants
Apparel
Recreational
Electronics
Movingforward,consumersaremostlikelytoadjustdiningexpenses.
Ofthe54%whosaidthey’lldecreaseorstopspendingonnon-essentialitems,restaurantandnon-essentialfooditemstoppedthelistforexpectedcuts,followedbyapparelandrecreationalactivitieslikemovies&concerts.
EXPECTEDNON-ESSENTIALSPENDINGCUTS
59%
57%
54%
48%
42%39%
36%
35%
33%
33%
Non-essentialfood
items
activities
Travel/VacationHomegoods
Home
improvementprojects
Beauty/Cosmeticitems
Giftsforothers
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Thinkingaboutyourexpectationsforyourlifeoverthenextyear,wouldyousayyouroutlookis…?
Astheylooktothefuture,thesegroupshavevaryinglevelsofoptimism.
Overall,thoseintheprosperingorpushingongroupshavethemostfavorablefutureoutlook,aidedbytheirincreasingfinancialsecurity.Strugglinggroupsarefeelingmoreneutral,thoughatleastathirdsaytheiroutlooksaresomewhatorverypositive.
FUTUREOUTLOOK
TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired
44%
29%
24%
13%
10%
7%7%
3%
38%
20%
6%
36%36%
28%28%
24%
20%
29%
25%
5%
40%
21%
35%
23%
9%
2%
11%
4%
24%
1%
VerynegativeSomewhatnegativeNeitherpositivenornegativeSomewhatpositiveVerypositive
Andeachgrouphasvastlydifferentconcernsfortheyeartocome.
Whileworldeventsarethetopconcernoverall,consumersinthestrugglinggrouparefirstandforemostworriedaboutmakingendsmeet.Thosewithmorebudgetflexibilityareworriedaboutworldevents,work&family,newCOVIDwavesorotherhealthconcerns.
PRIMARYCONCERNFORTHECOMINGYEAR
TotalStruggling(LowPP)Struggling(HighPP)PushingOnProsperingComfortablyRetired
49%
39%
37%
28%
23%
22%
20%
20%17%
18%
18%
15%
18%16%
14%
14%
14%11%
13%11%
11%
13%13%14%
9%10%
8%9%
8%
10%
4%
4%4%
0%
Abilitytomakeendsmeet
0%
Worldevents
Health-related
Family-related
COVID-19*
Work/School-related
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Whatdoyouthinkyourprimaryconcernwillbeoverthenextyear?(*NewwaveorvariantofCOVID-19)
KeyTakeaways
NEWREALITIES
•Inflationwillimpactallshoppersnomatterwhat,butthewaytheyrespondwilldifferbysegment.Strugglinghouseholdsarethebiggestconcernastheywilldropoutofcategoriesentirely,meaningpromotionsarecrucialinretainingcategoryhealth.
•Companieswillneedtobringtargetedmessagingtoeachsegmentinawaythatisappropriateandrespectfultothosefacingfinancialhardships.
•Anuancedunderstandingofconsumersegmentswillcontinuetobehighlyimportant,asahousehold’sgeneraldemographicprofileorincomelevelisn’tnecessarilyindicativeoftheirfinancialwellness.
NEWROUTINES
NEXTSECTION
NewRoutines
Whatdo“post-COVID”lifestyleslooklike?
“NewRoutines”WorkGroups
FULLYREMOTE
(16%)
FullyremoteworkersaremorelikelytobeMillennial&GenXhighincomeindividualslivingincities.They’reheavyonlineshoppersandplaceonlineordersmorefrequentlythananyothergroup.Theirmostcommonprofessionsincludefinance,banking,insurance,sales,ITservicesandhumanresources.
HYBRIDWORK
(17%)
HybridworkersareprimarilyhighincomeGenZandMillennialslivingincities.They’relesslikelytoenjoycookingandareheavyusersofmealkits&deliveryservices.Theirprimaryoccupationsincludepost-secondaryeducation,realestate,architecture&design,lawandadvertising.
FULLYON-SITE
(38%)
On-siteworkersskewslightlyyounger,thoughspanallincomelevelsandurbanicitiesfairlyequally.TheyenjoygettingoutofthehouseandvisitQSRsmorefrequentlythanotherworkinggroups,particularlyforbreakfast.Manyarefront-lineworkersinteaching,healthcare,foodservicesandmanufacturing.
NOTWORKING
(29%)
Thisgroupisprimarilycomprisedofretiredindividualsovertheageof65.They’remorelikelytoliveinruralsettingsandcomefromtwo-personhouseholds.Intheirfreetime,theyenjoymanyleisureactivitiessuchasreading,gardening&landscaping,cookingandgoingouttoeat.
ANOTEONWORKSTYLEPROFILES:WhileworkstyleswereidentifiedviatheNumeratorNewRealities&Routinessurvey,theseprofileswerebuiltoutusingNumeratorInsightsAdvancedPeopleProfile&PremiumPeopleProfilereports.
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)|NumeratorInsights
Whichofthefollowingbestdescribesyourcurrentworkarrangement?
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Howwouldyoubestdescribeyourpreferredlifestyletoday?
43%44%
41%40%
Workstyleshaveanoteworthytietopersonallifestylepreferences.
Acrossgroups,mostconsumersareequallyhappystayinginorgettingoutofthehouse,preferringamixofbothintheirpersonallives.Personalpreferencesarereflectedprofessionally,though,withremoteworkersmostlikelytopreferstayinginandon-siteworkersgoingout.
LIFESTYLEPREFERENCES
TotalFullyRemoteHybridFullyOn-SiteNotWorking
47%
16%
8%
18%
13%
10%
24%
14%
10%
6%
19%19%
16%16%
9%
6%
17%
15%
17%
17%
15%
IenjoyspendingtimeathomeIslightlypreferstayinghomeIfindstayinghomeandgetting
andpreferstayinginovergoingovergoingoutoutofthehouseequally
outenjoyable
Islightlyprefergoingoutoverstayinghome
Ilovetogetoutofthehouseandtrytodosoasfrequentlyas
Ican
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Asrestrictionscontinuetoliftacrossthecountry,whatisyourcurrentlevelofconcernasitrelatestotheCOVID-19pandemic?
Buttheseworkstyleshavelesstietoongoingpandemicconcerns.
Asidefromthosenotworking—primarilyolder,retiredindividualswithaslightlyhigherlevelofCOVID-19concern—today’sworkstylesarenotnotablytiedtoCOVIDconcerns.Whethergoingtoworkregularlyorworkingfromhome,mostconsumershavelowlevelsofpandemicconcern.
COVID-19CONCERN
TotalFullyRemoteHybridFullyOn-SiteNotWorking
37%
39%38%
35%
36%
25%25%
23%24%
21%
21%
20%
18%
17%
15%
15%
15%
16%16%
12%
8%
7%6%6%6%
NotatallconcernedNotveryconcernedSomewhatconcernedVeryconcernedExtremelyconcerned
Remote&hybridworkersaretech-heavyintheirpersonallives,too.
Formany,workingfromhomefullorparttimetranslatestomoretimeonapersonalcomputer.Butthesegroupsalsohaveanaffinityforpodcasts,socialmedia,andsmarthomedevices.On-siteworkersandthosenotworkingaremuchlesstiedtotech.
MEDIA&TECHNOLOGYPROFILES|%OFGROUP(INDEXVS.TOTAL)
FULLYREMOTE
20%Technologyinnovators(137)
37%UsePC8+hrs.daily(171)
18%Usemobile8+hrs.daily(128)
26%Listentopodcasts(125)
28%LinkedInusers(147)
47%Ownsmarthomespeaker(107)
HYBRIDWORK
18%Technologyinnovators(118)
35%UsePC8+hrs.daily(163)
18%Usemobile8+hrs.daily(123)
28%Listentopodcasts(138)
31%LinkedInusers(165)
51%Ownsmarthomespeaker(115)
FULLYON-SITE
43%Technologyearlymajority(106)19%UsePC6-8hrs.daily(111)38%Usemobile3-5hrs.daily(108)47%ListentoAM/FMradio(106)28%Snapchatusers(113)
43%Ownsmarthomespeaker(97)
NOTWORKING
21%Technologylatemajority(119)28%UsePC1-2hrs.daily(152)10%Usemobile<1hr.daily(169)20%Readprintnewspaper(128)79%Facebookusers(106)
40%Ownsmarthomespeaker(90)
NumeratorInsights3Mending3/31/22
GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Andmediapreferencesareevidentinadvertisingawareness.
Likemanyotherareasoftheirlives,remoteandhybridworkerslearnaboutofferingsanddealsdigitally.Individualswhoarenotworkingtendtofindoutviafriends&familyorinprintmedialikenewspaperormagazines.
NEWOFFERINGS&DEALAWARENESS
TotalFullyRemoteHybridFullyOn-SiteNotWorking
35%
30%30%30%
36%
34%
33%
32%
32%
31%
31%
30%30%
28%
32%33%
30%30%
28%
27%
26%
24%
28%28%
25%
23%
18%
17%
19%19%
Friends/FamilyEmailpromotionsMobileappsSocialmediaOnlineadorbannerNewspaper/Printad
NumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Beforeyoushop,wheredoyoutypicallylearnaboutnewofferings,deals,etc.?
NumeratorInsights3Mending3/31/22|FMCG+Specialtyvs.eCommerce
GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Total
TOTAL
FullyRemote
FULLYREMOTE
Hybrid
HYBRIDWORK
FullyOn-Site
FULLYON-SITE
NotWorking
NOTWORKING
Tech-forwardworkstylestranslatetoheavieronlinespending.
Remoteworkersspendoverafifthoftheirdollarsonline,nearlyfoursharepointshigherthantheaverageshopper.Individualswhodon’tcurrentlyworkspendtheleastonline,acombinedeffectofmoretimetospendoutofhomeandanoldergenerationalskew.
OBSERVEDSHOPPINGBEHAVIOR
SHAREOFSPENDIN-STOREVS.ONLINE
In-StoreOnline
82.5%
78.4%
82.0%
83.6%
84.0%
18.0%
16.0%
16.4%
21.6%
17.5%
NumeratorInsights3Mending3/31/22|FMCG+Specialty
GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
Weekdayin-storetripsaredrivenbyon-siteandnon-workingindividuals.
Remoteworkersarelesslikelytoventureoutduringtheworkweekandmakemorein-storetripsonSaturdaysthananyothergroup.Meanwhile,on-siteworkersandthosenotcurrentlyworkingmakemoreoftheirtripsonweekdays,avoidingpeakperiods.
OBSERVEDSHOPPINGBEHAVIOR
%OFGROUP’SIN-STORETRIPSBYDAY
FullyRemoteHybridFullyOn-SiteNotWorking
18%
17%
16%
15%
14%
13%
12%
11%
10%
MondayTuesdayWednesdayThursdayFridaySaturdaySunday
Restaurant
NumeratorInsights3Mending3/31/22
GroupsfromNumeratorNewRealities&RoutinesSurvey4/14/22(n=10,010)
$597
$134
$133
$131
8.3%
$121
6.0%
4.8%
3.2%
Remote&hybridworkersspendmoreongroceriesandfavormealkits.
Naturally,moretimeathomemeansmoremealsathome,translatingtoasignificantlyhighergroceryspendthanthoseworkoutsideoftheirhomes.Additionally,thoseworkingfromhomeareroughlytwiceaslikelytousemealkitsasthosewhoworkon-site.
OBSERVEDSHOPPINGBEHAVIOR
AVERAGEMONTHLYSPENDING/%OFMEALKITUSERS
TotalFullyRemoteHybrid
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