"There is no such thing as "the American consumer"".
States an article in AdAge - "No more Joe consumer in America", here. One key to this shift has been the American consumer's ability to voice a choice, ability to create and join communities of choice, and the choice being the brand that fulfills a need. Did the Internet help enable this?
This democratization of the American demographic is discussed in a white paper (for you to purchase) here by Mr. Francese, demographic trends analyst at WPP's Ogilvy & Mather and founder of American Demographic magazine. He states that:
"The iconic American family - married couple with children - will account for a mere 22% of households."
The changes represent the continued growth of digital communication mediums, while emphasizing the need to engage directly and pervasively with the consumer.