【毕马威KPMG】2025经济波动下美国消费者行为洞察报告

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KPMGAmerican

PerspectivesSurvey

Summer2025

Calculatingconsumersgrapplewithescalatingeconomicvolatility

HowAmericansareevaluatingwaystocutcostsaspriceconcernspersists

ThesecondannualKPMG

AmericanPerspectivessurvey

assessestheviewsof2,500

adultsnationwidetounderstandtheiroutlookontheirpersonal

financialsituations,spending

plans,andpreferences,aswellastheirattitudestowardsthe

forcesshapingtheirexperiencesinbanking,insurance,energy,

retail,automotive,healthcare,technology,andhigher

education.

•Americansarebecomingmorediscerningwiththeirpersonalfinances,evaluatingwaystocutcostsandweighingmajorpurchasedecisionsamidescalatingeconomicvolatility

includingtariffs,stickyinflation,andelevatedprices.

•Compoundingeconomicvolatilityispromptingconsumerstochangetheirbehavior,astheylookformoreclarityonhowtariffsimpactpricing.Theirresiliencewhichhasbeen

surprisinglystable,isonceagainbeingtestedastheyassessuncertaintiesincostofliving,jobstabilityandpersonalrisktoleranceinanunpredictableeconomiclandscape.

•Americans,regardlessofincomelevel,areexercisingagilitywiththeirfinances--beingintentionallyselectivewhereandwhentheyspendtheirresources:choosingbanksthatofferlowerfees,switchinginsurancepoliciestolowercostproviders,anddelayingautomotivepurchasesuntiltheyknowwhatimpacttariffsmayhaveonprices.

•ThereisanupwardtrendinAmerican’susageofemergingtechnologiessuchasGenAI,inboththeirpersonalandprofessionallives.

•Atthesametime,trustisparamount,andtheroleofahuman-in-the-loopapproachismoreimportantforcertainservices.

•Generationalandincomedividessignalpotentialshiftsinconsumerbehavioranddecisionsoverthelongterm.

©2025KPMGLLP,aDelawarelimitedliabilitypartnershipandamemberfirmoftheKPMGglobalorganizationofindependentmemberfirmsaffiliatedwithKPMGInternationalLimited,aprivateEnglishcompanylimitedbyguarantee.Allrightsreserved.

70%

areusingorare

likelytousefree

ad-supportedTV

asanalternative

toad-free

streaming

overthenext

sixmonths.

Valueisapremium

50%

saytraditional

higher

education

degreeisno

longeressential.

21%

have

shoppedfor/

switchedauto

insurance.

Keyfindings

Consumersarebeinghesitant

43%

havelowappetitefortakingonmorecredit(i.e.debt)

plantodelayautopurchasesduetotariffs.

68%

45%

IncreasinglyusingGenAI

sayGenAIhavingasignificantimpactontheirday-to-daylife.

Trustremainscriticalindigitalera

59%

sayabank’sfraudandcyberprotectioncapabilitiesareanimportantconsideration

choosingtowheretobank.

concernedaboutlackofhumaninteractionand

empathywithGenAIinhealthcare.

81%

TableofContents

Usethelinkstojumptorelevantfindings.

NationalFindings

Healthcare

Sciences

Banking

andLife

Energy

Auto

Media

Insurance

Home

68%ofconsumershavealowappetitefortakingondebtinthiseconomicenvironment

Appetitefortakingonmorecredit(allrespondents)

MattKramer

KPMGU.S.Lineof

BusinessLeader,Products

Alowappetitefortakingoncredit/debt:

•89%ofBoomers

•69%ofGenX

•58%ofMillennials

•56%ofGenZ

47%

~2/3ofconsumershaveveryloworlowappetitetotakeonmorecredit.

22%

21%

VeryLowLowModerateHighVeryHigh

“Compoundingeconomic

volatilityisprompting

consumerstochangetheir

behaviorastheylookformoreclarityonhowtariffsimpact

pricing.Theirresilience,whichhasbeensurprisinglystable,isonceagainbeingtestedastheyassessuncertaintiesin

costofliving,jobstabilityandpersonalrisktoleranceina

unpredictableeconomic

landscape.“

Appetitefortakingonmorecredit(i.edebt)inthiscurrenteconomicenvironmentofelevatedrates,prices

Home

PeopleareincreasinglyusingGenAIintheirpersonallives,especiallyas

asubstituteforsearchesandreviews

ImpactofGenAIonday-to-daylife20242025

36%

33%

27%

26%

24%

23%

11%

10%

ExtremelyVerysignificantSomewhatNotveryNotsignificantat

significantsignificantsignificantall

Inyourpersonallife-HowsignificantofanimpactdoyoufeelGenAIhasonyourday-to-dayliferightnow?

Mostcommondaily/weeklypersonalusesofGenAI(2025)

Askingquestionsinasimilarmannerto

howyouuseasearchengine(e.g.Google)

Askingforadviceonspecifictopics

(purchasedecisionsonproducts/services,

healthadvice,travelplanning,etc.)

Summarizingcontent(gettingmain

takeawaysfromanewsstory,research

report,etc.)

Writingoreditingassistance:writing

personalemails,invites,speeches/toasts,

coverletters

Creativepurposes:Generatingimages,

alteringimages,generatingvideooraudio

content

Actingasapersonalassistant(scheduling

meetings,sendingemails

At-homechores:Generatinggrocerylists,

recipes,etc

26%

24%

22%

19%

18%

17%

HowoftendoyouuseGenAIforthefollowingpersonalreasons?Daily/weeklyresponses

39%

Home

FrequencyofpersonalGenAIusage—andwhereadoptionisstilllagging

MostcommonpersonalusesofGenAInMonthlynWeeklyaDaily

12%

22%

14%

18%

12%

16%

13%

15%

13%

12%

13%

33%

ofallrespondentshaven’tusedGenAIforanypersonal

reasons—with

usagelowest

amongBoomers

(50%)andthose

earningunder$25K(44%).

17%

Searchinquiries

Advice

Summarize

content

Writinghelp

CreativetasksPersonalassistantAt-homechores

tasks

HowoftendoyouuseGenAIforthefollowingpersonalreasons?

Home

GenAIimpactinglivesofthosemaking$75-150Kthemost

Percentageofrespondentssomewhat,very,orsignificantlyimpactedbyGenAIinprofessionalandpersonallives,

byincomelevelSomewhat-ExtremelySignificantinprofessionallives

Somewhat-ExtremelySignificantinpersonallives

57%

54%

48%49%48%

43%

39%

33%

45%

39%40%

41%38%

58%

39%

59%

Lessthan$25k$25,000-34,999$35,000-49,999$50,000-74,999$75,000-99,999$100,000-149,999$150,000-199,000$200K+

HowsignificantofanimpactdoyoufeelGenAIhasonyourday-to-day/professionalliferightnow?

Home

Acrosstheboard,peopleareconcernedaboutdataexposurerisks

ofpeopleworriedthatproliferationofAIwillincreasethenumberofcyberattacksontheirbanksandthechancestheironlinebankaccountsarecompromised.

51%

18%

disagree.

arecomfortablewiththeirinsurancecompanyhavingaccesstotheirdrivingdata.

41%

17%

arenotatall.

ofpeopleareconcernedaboutGenAIusagerelatedtotheprivacyandsecurityoftheirpersonalhealthdata.

53%

Home

Consumersplacehighvalueontheirbank’sabilitytoprotecttheirdata

andfinanceswithproliferationofAI

Importanceofbankfraud&cyber

capabilitiesinchoosingwheretobank

45%

36%

13%

3%2%

Strongly

Agree

NeitherDisagreeStrongly

Agree

Disagree

59%

areconcernedthatthe

proliferationofAIwillincreasethefrequencyofscam

attemptsaimedatstealingtheirmoney

26%

saytheyhavebeenthetargetofattemptedbankfraudinthepastyear

38%

trustAItoaccuratelydetect

andpreventfraudulent

activitiesintheirbankaccount

PeterTorrente

KPMGU.S.BankingandCapitalMarketsSector

Leader

“

Consumersareincreasingly

scrutinizingtheirfinancial

institution’sabilitytoprevent

cybersecuritybreachesand

fraudintheeraofdigital

banking.Trustremainsatthe

heartofthebankingsectorandistakingongreatersignificanceasinstitutionsprovidemore

digitalbankingandAI-poweredcapabilities.

“

Towhatextentdoyouagree/disagreewiththefollowingstatement:Abank’sfraudandcyberprotectioncapabilitiesareanimportantconsiderationformewhenchoosingwheretobank.

Home

Aspeoplecontinuetousedigitalbankingservices,human-in-the-loop

remainscriticalformortgages,lifeinsurance,andinvesting

TrustinagenticAI-generatedadvice(%respondents)

41%41%

32%

30%

MortgageLifeinsurance

options

33%

Investmentor

retiermentadvice

34%

Autoloans

Budgeting

Creditcardchoices

GenZandMillennialsare

morethantwiceaslikelytotrustagenticAIgenerated

adviceforinvestingandor

retirementsavingscomparedtoBoomers

43%

ofthosemaking$75,000-$99,999trustagenticAI

generatedadvicewhenitcomestomortgages,themostofanyincomegroup

HowmuchtrustdoyouhaveinagenticAI-generatedadvice(ie.adviceofferedfromAIsystemswithlimitedhumansupervision)offeredbyyourbankineachofthefollowingareas:

Home

Amidrisingprices,consumersaremorelikelytoswitchautoinsurance

providersthanhomeinsurance

Myinsurance

premiumshavenotgoneup

Ihavenotshoppedfororchanged

insurance

Ihavenotshoppedfororswitched

providers

Yes,Ihaveshoppedfororchanged

insurance

Yes,Ihaveshoppedfororswitched

providers

Effectofrisingpremiumsonbehavioroverpasttwoyears

14%

28%

32%

13%

12%

21%

29%

17%

21%

AutoHome

$75K-$200K

earnersaremorelikelytoswitch

autoinsurancethanthose

earningless

$200K+

earnersarealsomorelikelyto

switchtheir

homeinsuranceprovidersthanthoseearning

less

ScottShapiro

KPMGU.S.InsuranceSectorLeader

“

Someconsumersarechoosingpolicieswiththeirwalletsas

insurancecostscontinueto

rise.Insurancecompaniesaregrapplingwithhowtoreducechurnandincreasecustomer

loyalty,whileassessinghow

tariffsmightimpactpricesgoingforward.

“

Hasanincreaseininsurancepremiumsforyourauto/homeledyoutoshopfordifferentinsuranceprovidersorchangeyourinsurancecoverageinthelast2years?

Home

Despiteconcernsaboutextremeweatherimpactoninsurancecosts,

fewhaveconsideredsupplementalinsurance

Typesofsupplementalinsuranceconsumershaveconsideredaddingtotheirhome

insurance

16%

14%

12%

Windstorm&Huricane

SewerBackup

Earthquake

FloodValuablePersonal

Extended

ReplacementCost

Coverage

49%

areconcernedthatextremeweather

eventswillcontinuetoincreasetheir

homeinsurancepremiumsinthefuture

16%

arenotawareofsupplemental

coverageoptions

Property

8Amountofdisposableincomeyouwillhave(i.e.payforavacation,diningout,entertainment,hobbies,etc.)-Pleaseindicateyourlevelofoptimismoverthenextyear.

Home

60%ofthoseplanningtobuyacaradjustingthetimingoftheirpurchase

toaccountfortariffswith43%delayingand17%speedinguppurchases

GenZand

Millennials–while

stillmorelikelyto

delaypurchases

thanspeedthemup

–reportahigher

likelihoodofmovingforwardpurchasesthanother

generations

Ofthoseplanningonpurchasingacar,thepercentageofpeoplewhoplantodelay

orpurchasevehiclesbeforeanypotentialpriceincrease

DelaymypurchasedecisionuntilIknowwhatimpacttariffsmayhaveonvehiclepricesWillpurchasevehiclesoonerbeforeanypotentialpriceincreases

45%

GenZMillennialsGenXBoomers

43%42%43%44%

28%

21%

17%

12%

All

HowmaynewtariffsimpactyourplanstobuyaneworusednewvehicleintheU.S.?

Home

Inhealthcare,peoplebelieveGenAIwillimproveconsumerexperience,butarewaryoflesshumaninteraction

PerceivedbenefitsofGenAIusage

47%

34%

29%

32%31%

22%

VirtualQ&A,

appointment

scheduling,

and

prescription

refills

Remote

monitoring

forearly

healthissue

detection

Reduced

healthcare

costs

accurate

diagnoses

and

treatment

plans

Better

accessto

carevia

telemedicine

andremote

consults

personalized

attention

frommy

doctor

ConcernsaboutGenAIusage

59%

54%53%

44%

12%

Healthdata

privacyand

security

EthicsandNoconcerns

transparency

inAI

decisions

LackofAccuracyof

humanAIdiagnoses

interactionandempathy

WhatdoyouperceiveasthepotentialbenefitsofusingGenAIinhealthcare?Whatconcerns,ifany,doyouhaveabouttheuseofGenAIinhealthcare?

Home

AmericansrecognizeGLP-1healthbenefits,butarereluctanttopayoutofpocket

TophealthbenefitsoftakingGLP-1s

67%

56%

42%

37%

WeightlossCombatdiabetesCardiovascularMentalhealthdisease

IfyouweretotakeGLP-1’s(Ozempic/Wegovyetc),whichofthefollowingdoyouperceivetobethemainbenefitofyoutakingthesedrugs?

WillingnesstopayhigherpremiumsforGLP-1sbygeneration

27%

21%

14%

GenZ

GenX

Boomers

Millennials

WouldyoubewillingtopayhigherhealthinsurancepremiumsifGLP-1weightlossdrugs(i.e.,Ozempic,Wegovy,etc.)werecovered?

outofpocketpermonthforGLP-1s.

$100

Veryfewpeopleacrossallgenerationsarewillingtopaymorethan

Home

Acrossgenerations,enthusiasmdecliningamongthoseverylikelyto

considerpaidmembershipsandsubscriptionservices

Verylikelytoconsiderpaidmembershipsandsubscriptionsinthefuture,bygeneration

35%

2024

2025

30%

28%

26%

23%

24%

21%

16%

GenZMillennialsGenXBoomers

Howlikelyareyoutoconsiderapaidmembership(accesstoexclusivebenefits/rewardssuchascreditcardmembershiprewards)orasubscriptionservice(accesstoexclusiveproducts/servicessuchasAmazonPrime)inthefuture?

DuleepRodrigo

KPMGU.S.ConsumerandRetailSectorLeader

“

Americansaresendingaclear

messagetoconsumerandretail

companieswhenitcomestopaid

“

membershipsandsubscriptions:Theyarespendingsmartandcuttingdownonexpenses.Onlyofferingswithtruevaluewillgettheirattention.

Home

ConsumersdemandrealROI—emotionalperksdon’tcutit

incomeandage,

Consumersareclearonwhatmakesasubscriptionworthit:real,tangiblebenefits.Acrossthetopdriversofsubscriptionadoptionareoverwhelminglyfinancial.

Benefitsconsumersfindmostappealing

Thisisashiftfrommass

adoptiontovalue-led

engagement:discounts,

freeshippingandrewardsnowmakeorbreakthe

deal.

71%69%

59%

34%33%

17%

Discountson

productsor

services

Freeshippingorexpediteddelivery

Rewardsprogramwithpointsortiers

Earlyaccessto

salesor

promotions

Prioritycustomerservice

Personalized

recommendations

/curation

Community

accessorevents

Other

Whattypeofbenefitswouldmakeapaidmembershiporasubscriptionservicemoreappealingtoyou?

Home

Morethanenergytransition,datacenters,orextremeweather,

consumersseetariffsincreasingcoststhemostacrossenergysources

Factorsincreasingcostsacrossenergysources

43%

45%

41%

47%

49%

31%

28%

30%

36%

37%

35%

32%

38%

43%

26%

25%

23%

24%

32%

Average

WindNuclearSolarFossilFuels

Whatdoyoubelievetheimpactof(...)isdoingtoyour(nuclear,solar,wind,orfossilfuel)costslongterm?

Tariffs

Energy

transition

Extremeheatorcold

IncreasedAI

use/datacenteroperations

AngieGildea

KPMGU.S.EnergySectorLeader

“

Tariffscanreshapeenergymarketsincomplexandsometimes

counterintuitiveways.Theirimpactonenergypricesdependsentirelyontheirscopeandintensity.Broad,deeptariffsthathamperglobaleconomicgrowth

candepressdemandforoilandgaswhilemakingthefinancingand

“

equipmentforsolar,wind,andnuclearprojectsmoreexpensive.

Home

Energy-efficienthomeupgradesapriorityacrossallregions

Energy-efficienthomeupgradeadoptionsinnexttwoyears

LikelytomakeupgradesHavealreadymadeupgradesUnsureUnlikelytomakeupgrades

21%

11%

13%

22%

11%

13%

22%

11%

13%

17%10%

16%

68%

57%

55%

54%

53%

Asstatesincentivizeenergy-efficientupgradesdifferently,

68%

ofAmericansacrossregionsarelikelytooralreadyhavemadeenergy-efficient

upgrades,withthePacific(73%)outpacingtherestoftheU.S.marginally.

TotalPacificMidwestNortheast

Howlikelyareyoutoadoptenergy-efficienthomeupgrades(e.g.,betterinsulation,smartthermostats,energy-efficientappliances)inthenexttwoyears?

Home

Peoplearemostcomfortablewithsolar;nuclearstillalaggard

PublicSentimentonEnergy:Comfortabilityvs.FinancialImpact

71%

EnergysourcespeoplearemostcomfortablewithEnergysourcespeoplebelievewilllowercosts

53%

63%

44%

40%

41%

17%

33%

SolarWindFossilFuelsNuclear

Pleaseindicateyourlevelofcomfortwithadding(...)foryourutility'selectricitygeneration,assumingallcostsareequal;Whatdoyoubelievetheimpactofaddingmore(...)doestoyourenergypriceslong-term?

Home

Allcostsequal,menarefarmorecomfortablewithnuclearthanwomen

Levelofcomfortwithnuclearenergy

24%

57%

32%

21%

33%

20%

11%

MaleFemale

Womenremainunconvincedbynuclear:

<1in4

expresscomfortwithnuclearenergy,comparedtoa

majorityofmen

Comfortgrowswith

income:Higher-income

individualsaresignificantlymorecomfortablewith

nuclear,reinforcinganeconomictrustgap

Comfortable

Neutral

UncomfortableNotfamiliar

Pleaseindicateyourlevelofcomfortwitheachofthefollowingpowersourcesforyourutility'selectricitygeneration,assumingallcostsareequal.

Home

EVenthusiasmstallsasconsumersretreattogasandhybrid

Consumersappearmorecautious,favoringflexibilityandfamiliarityinastill-evolvingEVlandscape.

Purchasingpreferences,givenallcostsandfeaturesareequal

Womenare

30%

lesslikelythanmentopreferEVs

EVpreferencedroppedwithdeclinessharpestamong

womenandlower-income

groups

Consumersremaincautious,favoringflexibilityoverfullelectrification

42%2024

38%

2025

34%

32%

21%

16%

3%4%5%5%

Standardgas-poweredvehicle

HybridElectricvehicleEitherNotsure

Ifanelectricvehicle,standardgas-poweredvehicle,andhybridallcostthesameamountandhavethesamefeatures,whichtypeofvehiclewouldyouprefertopurchase?

Home

AmericansAreFlockingtoAd-SupportedAlternativesintheStreamingWars

Likelihoodtousefreead-supportedTVservicesasanalternativetoad-freestreaming

subscriptionsinthenext6monthsAlreadydo/LikelyUnlikelyUnfamiliar

GenZandGenXare

leadingthecharge

towardfreead

supportedalternativestostreaming

GenXleadsinutilization(32%)whileGenZleadsinfutureinterest–26%ofGenZrespondents

are“verylikely”tousefreead-supportedTVservicesinthenext6months.

21%

17%

27%

24%

36%

70%

77%

74%

58%

TotalGenZMillennialsGenXBoomers

Howlikelyareyoutouse(...)asanalternativetoad-freestreamingsubscriptions(Netflix,Hulu,etc.)inthenext6months?

Home

Consumerswillingtosplurgeonbuzzyseries,nostalgiaevokingcontentandsports

Factorsimpactingsubscriptiontoastreamingservice

56%

53%

44%

29%

Internationalcontent

Showwithnostalgic

value

Newseriesgainingbuzz/attention

Livesportsevent

exclusivelyonthat

platform

Howdoeseachofthefollowingimpactyourdecisiontosubscribeorre-subscribetoastreamingservice?

26%

Addedfeatures

(games,inte

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【毕马威KPMG】2025经济波动下美国消费者行为洞察报告

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