We are getting less domestic and more tech focused

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Why we asked: In 2011, Ipsos fielded a survey for an AdAge editor writing a story called “The New Necessities.” The article looked at a variety of products that people might own and asked if it’s something people have and need, have but could live without, want (but don’t have) or don’t want. The author of said piece now works for Ipsos and unearthed this recently and thought it would be interesting to trend. It’s also another way to think about the things that are most important to us, vs things we might be willing to cut back on, or that we already own and will be less likely to upgrade/replace if the trade war lingers.

What we found: Many things that were necessities a decade and a half ago still are. Most Americans still need a car. About one in three need a second car too, though slightly fewer need one and slightly more say they have it but don’t need it. More people have credit and debit cards.

The real changes come in the more domestic and tech-focused items. Are irons necessary? Not so much. Mixers? Not so much. Sewing machines? Only one in four had and needed one in 2011 but now it’s just one in ten. Fewer of us say that the microwaves and toasters we have are things we need.

On the tech side, smartphones and home broadband are now as needed as cars. Fewer also have or need a home computer or laptop – and more people now say they need a smartphone than need a home computer. Fewer have cable or satellite TV and fewer still “need” to connect to entertainment that way.

 

More insights from this wave of the Ipsos Consumer Tracker:

Here’s what Americans think they’ll cut back on due to tariffs

The Ipsos Care-o-Meter: What does America know about vs. what does America care about