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DOI: 10.15862/47SCSK425 (https://doi.org/10.15862/47SCSK425)

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Sofya S.A., Krasnikovsky V.Ya., Malinin E.E. [Features of US consumer behavior in the financial sector of the economy] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 4. Available at: https://sfk-mn.ru/PDF/47SCSK425.pdf (in Russian). DOI: 10.15862/47SCSK425

Features of US consumer behavior in the financial sector of the economy

Sofya Sidorova Andreevna
Bauman Moscow State Technical University, Moscow, Russia

Krasnikovsky Vladimir Yaroslavovych
Bauman Moscow State Technical University, Moscow, Russia
E-mail: krvl2007@yandex.ru

Malinin Egor Evgenievich
Bauman Moscow State Technical University, Moscow, Russia
E-mail: tarakan1803@gmail.com

Abstract. This article examines the US financial sector from the perspective of consumer types. It identifies the key financial practices employed by these types in their daily lives. It also establishes the relationship between the socioeconomic and sociodemographic characteristics of the American population and their financial behavior in the marketplace. The 2023 US Survey of Household Economics and Decision Making (SHED) database served as the analytical basis for the study. The number of respondents was 11 400 adults. The research methods used probabilistic clustering and the calculation of nonparametric statistics, including Cramer’s V coefficient, Kendall’s Tau, the rank-biserial correlation coefficient based on the Mann-Whitney test, and the effect measure of the Kruskal-Wallis test. The study identified seven key consumer types in the American financial market: «tired beneficiaries», «credit moths», «stable strategists», «self-sufficient strategists», «dependent marginals», «card mavericks», and the «financial elite». The financial practices examined by individual consumer types can be divided into four main categories: lending, saving, insurance, and investing. Each consumer type implements these practices differently, depending, in part, on their socioeconomic and sociodemographic characteristics. Socioeconomic determinants such as income level, financial literacy, and credit rating have the greatest influence on consumer practices. Among sociodemographic determinants, gender, age, marital status, and education are also influential. It is concluded that sociodemographic features should be considered in conjunction with socioeconomic ones.

Keywords: US financial sector; consumer practices; financial practices; consumer types of financial products and services; consumer behavior; socio-economic determinants of consumer behavior; socio-demographic features of consumer types

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