tLOS ANGELES – What’s the Made in the USA” label worth among today’s consumers?

According to the American Demographics Perception Study, which surveys consumers for opinions on brands and perceptions, the USA tag still holds sway with buyers, although its pull is waning among younger consumers.

The online survey was conducted in late May by Aegis Group’s Synovate; a total of 1,133 adults responded.

Among the findings:

· Domestic auto brands tied with Japan for second, close behind German brands.

· Dell (No. 2), HP and Apple (No. 5) placed in the top five for most innovative consumer electronics.

· Those who make less money (household income below $25,000) or are less educated (high school diploma) or live in the South prefer domestic products and cars and are most likely to look for “Made in USA” labels.

· Young adults (age 18-24) were found least likely to own U.S. cars and most likely to drive Japanese makes.

Some prominent Asian brands showed how the ride of consumer perception is turning. Sony took the top spot of the 14 brands in the survey for consumer electronics innovation across all age groups. Samsung finished sixth, while LG was 13^th (Apex Digital was last). But young adults preferred Samsung and LG, and LG scored highest among the wealthiest households ($75,000-plus).

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