About John Fetto

Website: http://www.experian.com/marketing-services/consumer-insights.html

Profile: As the Senior Marketing Manager for the Consumer Insights group within Experian Marketing Services, John Fetto leverages his deep understanding of consumer research to identify and publicly share important consumer trends that all marketers should know. He is the author of numerous trend reports and a major contributor to the Digital Marketer Benchmark and Consumer Trend Report produced annually by Experian Marketing Services.Throughout his tenure at Experian Marketing Services, John has worked extensively with the company’s Simmons consumer research and previously held the position of Manager of Applied Media Research where he was responsible for building and evolving media studies that would measure the evolution in media consumption in the digital age.Before joining Experian Marketing Services, John worked as the Research Editor for American Demographics magazine where he identified and tracked demographic and consumer trends for leaders in the market research industry. John has a bachelor’s degree in population geography and political science from the University of Kansas.Find John on Google+



Posts by John Fetto

Young Adults Grow More Conservative

Posted on Sep 23 2010 by

Since November of 2009, young adults have also been increasingly identifying as “conservative” when it comes to their political ideology. As of August 9, 2010, 32% of adults ages 18 to 24 identified as “conservative” compared with 39% who identified as “middle-of-the-road” and only 17% who identified as “liberal.”

Economic Optimism Drops More Among Employed Adults Than Unemployed

Posted on Sep 15 2010 by

Interestingly, employed Americans now seem to be more jittery about the future of the U.S. economy than the unemployed. Simmons DataStream reveals that on July 19, 2010, only 18.5% of employed Americans were optimistic about the future of the U.S. economy compared with 37.7% of employed adults who were optimistic on August 3, 2009, a relative decline in optimism of 51% in just a year.

Living Together, Getting Fat Together

Posted on Sep 09 2010 by

Understanding the relationship between individuals who live under the same roof can provide tremendous insight into their behaviors, attitudes, lifestyles and media preferences that cannot be obtained by examining the behaviors of individuals alone. Experian Simmons, by employing a methodology by which all eligible individuals ages 6 and older in a single household are surveyed, […]

Small Business Owners’ Economic Outlook Falling

Posted on Sep 07 2010 by

American consumers have gone through many a tribulation in the past two and a half years. Hopes were pinned on an economic recovery that was going to be spurred by resumed consumption growth. Nonetheless, we seem to be far from it, at least for the time being, which has had a negative impact on the […]

Women Dieting More, But Need That Seasonal Break

Posted on Sep 02 2010 by

Health and diet marketers take note: Experian Simmons DataStream reports the percentage of American women age 25 to 54 dieting during a typical week rose to 44.8% during the 52-week period ending July 19, 2010, up from the 42.6% observed during the 52-week period ending July 20, 2009. That means that in a single year, […]

Seasonal Trends Observed in Use of Rx Sleep Aids

Posted on Aug 18 2010 by

With the current state of the economy and world affairs, it’s easy to understand that many people would have trouble sleeping these days. Interestingly though, the percent of Americans with insomnia held remarkably stable between July 21, 2008 and July 5, 2010. Simmons DataStream finds that during any given week in that timeframe between 5.5% […]

BP Customer Base Falls In Wake of Spill

Posted on Aug 11 2010 by

For British Petroleum (BP), 2010 has been marked by the unfortunate developments resulting after the Deepwater Horizon oil rig explosion in the Gulf of Mexico on April 20. Since then, BP’s crisis mismanagement and failed attempts to stop the oil spill have transformed this unfortunate event into an ecological disaster with political and financial consequences […]

Back-to-School Gives Moms Opportunity to Indulge

Posted on Aug 03 2010 by

Retailers are in the thick of the back-to-school season and trying to make the best of a stubbornly sluggish economy. As such, Experian Simmons is devoting this post to analyzing the seasonal trends in American moms’ tendency to indulge their kids. Since the onset of the recession, the propensity of moms to indulge their children […]

Top Earners Doubt Their Financial Security

Posted on Jul 27 2010 by

News of Americans’ declining faith in the economic recovery has been widespread in the recent weeks, with unemployment concerns and dwindling stock returns contributing to an increasingly pessimistic sentiment. In fact, the Conference Board Consumer Confidence Index® fell to 52.9 in June 2010 from 62.7 in May 2010. Even high earners, those with personal annual […]

2010 Economic Outlook Report

Posted on Jul 15 2010 by

Recovery from the Great Recession has continued to prove a challenge to marketers and understanding the various ways that consumers have been personally affected by the economic downturn is key to making the best of tough times. Experian Simmons helps marketers move forward with the development of the new Economic Outlook consumer segmentation system that […]