SWNS

One in three Americans has an idea they think could one day make them wealthy, according to new research. From writing the next big novel to a hot stock tip or never-before-seen product, the survey saw 33% say they feel they have a tantalizing idea they think could make waves in the market. And if that doesn’t come to fruition, there’s always hope–one in five of those polled (19%) have a feeling in their bones that they’ll one day win big on the lottery or Powerball. The survey, conducted by Talker Research in partnership with Wealth of Geeks saw many (17%) of those with a wealth-generating idea say they have an idea that involves inheritance or using family money. Men were significantly more likely to feel confident that their idea was going to make them wealthy one day (39% vs. 26% of women). Forty percent of those currently holding onto a wealth-driving idea want to start a business or service, while 27% have a stock tip they feel has the potential to bring them fortune. Does “Shark Tank” await? A quarter (26%) of those with a big idea think they’ve thought of a game-changing product that’s not been done before. From energy-creating mushrooms to a new type of burger or fresh ideas using AI to blow away the competition, many Americans are quietly working away on their big hope for later-day success. A new type of ceiling fan, ideas for a new social media platform or plans to launch an irresistible food truck were also among the broad concepts Americans said they were hatching plans for. Many are also putting hope in their creative endeavors by working on the next great American novel or developing the music they one day hope to share with the world. But while many harbor an optimism that their finances could take a turn for the better, not all of us have faith that fortune will come our way. Just 10% of those polled describe themselves as ‘very lucky’ when it comes to money with 21% ‘somewhat lucky.’ Forty-three percent felt their financial luck didn’t go either way and sadly 26% felt unlucky with money (12% very unlucky). That might be why 39% say they’ll need some sort of luck or financial windfall in order to be comfortable later in life and 10% are relying on inheritance to feel the same way. Survey methodology: This random double-opt-in survey of 2,000 Americans was commissioned between June 21 and June 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Forty-one percent of moms said pregnancy did not go as planned, according to new research. The survey of 2,000 American moms looked at their experience while pregnant and found that 39% created a game plan for themselves while pregnant — although one in four (25%) weren’t able to stick to it. But the journey only starts with pregnancy: seven in ten (71%) admitted they didn’t know what to expect from motherhood postpartum, although the mothers had mixed feelings about which stage was more difficult. While 25% said pregnancy was more difficult than the postpartum phase, 28% said postpartum was harder and 34% said both were equally challenging. Conducted by Talker Research for Motherlove Herbal Company, the survey examined the complex and nuanced blend of challenges and changes that come with new motherhood. The top changes respondents experienced after giving birth were becoming more emotional (47%), having more patience (46%), becoming more aware of their surroundings (44%), listening to their intuition more (40%) and becoming more gentle (37%). However, the majority (59%) wish their doctor had given them more education about the different things that may happen to their bodies postpartum. And six in ten (62%) believed that the changes they experienced in their life and body after becoming a mom were unique to them. When experiencing strange and unique changes to their body postpartum, the moms sought advice from doctors (37%) and their own parents or grandparents the most (35%). Although moms of younger kids were more likely to consult doctors (44% vs. 35%) and other moms (36% vs 25%), compared to moms with older kids. But regardless of age, 59% disclosed that when they first entered motherhood, they wished for more mom friends to discuss the experience with. And while a third (30%) said their parenting experience has been similar to their mother’s, 46% say it’s been different. “Motherhood is full of many unexpected challenges to navigate, especially for new moms," said Katherine DeBease, new mom and marketing director at Motherlove Herbal Company. "Over the past 40 years, our priority has been to connect motherhood to Mother Earth by providing herbal remedies that empower them throughout their motherhood journey. Moms should have peace of mind with clean, simple, plant-based and gentle options for their babies and themselves.” Forty-two percent of respondents opted to breastfeed, at least sometimes, and this came with an added layer of physical changes and difficulties. Most common breastfeeding pain points were sore nipples (33%), general soreness (30%) and leaking (29%). Looking at the emotional and logistical hardships of new motherhood, a third (32%) reported they had a hard time socializing with friends after having their child and almost half (45%) had a hard time going back to work after having their child. Through a practical lens, 35% had a hard time cleaning their home after having their child and one in three (31%) had a hard time caring for their body after having their child. So when giving advice to new mothers today, respondents shared wisdom and tips including not to expect perfection, be present and take care of yourself, don’t be afraid to ask for help, use your best instincts and stay positive. "It's not uncommon to feel like you're alone when you’ve entered the unfamiliar terrain of new motherhood," said Wendy Wisner, board-certified lactation consultant with Motherlove. “When it comes to breastfeeding, I recommend making sure to learn about the basics of breastfeeding, such as the importance of frequent feeding, good latching and how to know if your baby is getting enough milk. “I also can’t emphasize enough how vital support is, whether it be from a lactation consultant, good friend, or trusted pediatrician. Many new moms need support with breastfeeding, and they shouldn’t hesitate to reach out for it.” Survey methodology: Talker Research surveyed 2,000 moms; the survey was commissioned by Motherlove Herbal Company and administered and conducted online by Talker Research between June 12 and June 17, 2024. We are sourcing from a non-probability frame and the two main sources we use are: ● Traditional online access panels — where respondents opt-in to take part in online market research for an incentive ● Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan. Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value. Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample. Interviews are excluded from the final analysis if they failed quality-checking measures. This includes: ● Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders ● Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text ● Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots ● Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.

Soaring housing prices are causing Americans to rethink their “dream home” and “dream workspace,” where luxury is out and practicality is in. A new poll of 2,000 U.S. adults found 58% have witnessed increased housing costs over the past five years, and 39% frequently feel like they’re stuck living where they are. Many are also concerned about the affordability of housing (50%), crime (40%) and making home repairs (35%). Commissioned by Built, the construction and real estate finance technology company, and conducted by Talker Research, the study found Americans currently spend 25% of their monthly income on housing, but would ideally like to spend 19%. The average prospective homebuyer would need mortgage interest rates to be lowered down to at least 4% before they consider moving to a new house, and 42% would likely consider moving if they were incentivized by a destination’s local programs to buy or build a home there. Today, 43% of Americans polled rent their homes, while 57% own their homes. Nearly half (49%) of renters said they prefer renting, though 47% said they’d like to own a home someday — 17% of whom would like to own a home within the next 18 months. In fact, one-third frequently think about their “dream home,” as well as their “dream workspace.” “Rising costs are causing people to really rethink what’s actually important to them,” said Tanner Dieterich, head of owner and contractor relations at Built. “If you look back just a few years, people wanted pools and home theaters.” “Now, data shows they prefer practicality—a minimalist approach that still ensures a good quality of life. But for that to happen, we need to address what’s preventing people from moving in the first place.” The survey found exactly what Americans are looking for in an ideal home and workspace amid the new era of hybrid work models and an increasing cost of living. The ideal "dream home" is an average of 2,402 square feet, with 69% of respondents preferring a single-family dwelling over a multi-family building, condo, or townhouse. Americans also want simple, practical features and amenities like central air conditioning and heating (68%), easy-to-access laundry appliances (55%), a yard or green space (55%) and nearby local amenities (54%). This beat out more “traditional” ideas of luxury living — having a pool (37%), professional-grade cooking equipment and appliances (32%), manicured landscaping (32%), gym (29%), home theater (28%), greenhouse (24%) and au-pair suits (15%). A large majority of remote workers (88%) and office workers (71%) agree their workspaces should make them feel comfortable. Whether it’s at home or in an office, a “dream workspace” has ample natural sunlight (61%), space (55%) and parking (25%). And if a commute is required, people want features they wouldn’t otherwise have at home: natural light (40%), nearby restaurants and cafés (33%), quiet rooms (33%), dedicated or assigned working spaces (32%) and break rooms (31%). In other words, an office ought to provide what a home office cannot. With so many dream list items to cross off, it’s not surprising that Americans are yearning for greener pastures. The study found that currently, more than one in five (22%) would give where they live an “A” and 18% would give their place of work a “B”. Both the home and the workplace earned a “B” for amenities and features, however (21% and 19%, respectively). “Almost 50% of people aspire to homeownership — yet, affordability and available housing remain the primary obstacles,” Dieterich explained. “Once these issues have been addressed, individuals can begin to truly envision their ideal homes and workplaces.”   Survey methodology: Talker Research surveyed 2,000 general population Americans; the survey was commissioned by Built and administered and conducted online by Talker Research between July 4 and July 8, 2024. We are sourcing from a non-probability frame and the two main sources we use are: ● Traditional online access panels — where respondents opt-in to take part in online market research for an incentive ● Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan. Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value. Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample. Interviews are excluded from the final analysis if they failed quality-checking measures. This includes: ● Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders ● Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text ● Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots ● Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.

Sports fans watch 120 games per year, according to a recent survey. The poll of 2,000 American sports fanatics uncovered just how emotionally invested fans are, how much they pay to follow along and represent their teams, and how sports have given fans a return on their emotional and financial investments. Conducted by Talker Research on behalf of SquadLocker, the survey also split sports fans into different categories depending on their level of commitment to their team or player. A third of respondents (32%) said they’re moderate fans who watch a few sports games here and there, half (48%) labeled themselves as big fans who watch most games and a fifth (20%) are all-in and self-identified as raging fans who watch every single game they can. But being a raging fan comes with a price tag. Raging fans reported they spend, on average, $879.40 on tickets to live sports games, concessions, apparel, collectibles, memorabilia and streaming services, per year. Big sports fans said they’ll spend $593.80 and moderate sports fans reported spending $376.10 annually, on average. When it comes to being present on the sidelines, fans said they’ll usually see about three live wins and two losses, per year. And respondents estimated they’ve seen five one-of-a-kind, miracle live sports wins, with three quarters (74%) citing watching their favorite team win a live game as a favorite memory. But not only is there a financial commitment to sports fandom, there’s an emotional commitment as well. More than one in five fans (22%) have a pre-game ritual or tradition they do each time their favorite team or player competes, with raging fans being the most likely to participate in pre-game rituals (32%). And while 35% reported their required pre-game traditions simply make them feel like a part of the team, one in three (31%) staunchly feel their pre-game ritual increases their team or player’s chances of winning. When asked about their pre-game habits, many cited traditions like cookouts, flaunting team gear, tailgating, chanting, dancing and praying. A few noteworthy respondents take it a bit further and reported lighting candles for their team, obsessively washing their hands and painting their bodies to ensure that their team wins. “Many people follow along with pro athletes and partake in traditions because it’s a bonding experience and brings people together. Sports are rooted in community and often start when we’re young,” said Fletcher Jones, CEO of SquadLocker. “It is clear just how much sports mean to people by the emotional high they feel after a win and the emotional low after a loss. I think a lot of this comes from so many of us having participated in team sports during our formative years.” Thirty-nine percent reported that if their team or player loses a match, they feel more sensitive than usual and more than one in 10 (14%) said their general enjoyment of life decreases. Looking at how playing a sport growing up influences sports fandom, 71% of sports fans reported they played sports as a youth and 28% played in college. And of those who played sports growing up, almost half (45%) said they dreamed of playing sports as a professional. For a quarter of those, this is still their dream. And it turns out that turning on the TV or attending a match has a real-life impact on fans: 30% of respondents reported they’d like to pick a sport they used to play after watching the pros and a fifth (19%) even want to try a new sport. Most popular sports fans are playing (either as an old hobby or a new skill) include basketball (41%), football (26%), baseball (22%) and tennis (16%). “I think one of the most important results from this survey is how much passion sports fans have for their teams at every level. The support they give enhances their lives as well as the lives of the athletes,” said Kaycie Brown, athlete at 575 Volleyball, a youth sports organization. “We love the family and friends that come and cheer us on and even the ones who watch online and cheer us on from their homes. All athletes need a support system, and the fans play a very large role. Fan support builds confidence and plants seeds for success.” Survey methodology: This random double-opt-in survey of 2,000 American sports fans was commissioned by SquadLocker between May 24 and May 29, 2024. It was conducted by the market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Three in five people believe that the U.S. is currently in a recession, even though we’re not in one officially, according to new research. The survey of 2,000 Americans explored what’s driving this lack of consumer confidence in the economy. Inflation and the rising cost of living (68%) tops the list of reasons why respondents believe the U.S. is in a recession, followed by friends and family members complaining about money (50%). Conducted by Talker Research on behalf of Affirm, the research found other reasons included noticing friends cutting back on spending (36%) and not being able to pay off credit card debt (20%). On average, respondents who feel the U.S. is in a recession believe it started over 15 months ago, roughly in March of 2023. And they don’t expect it to go anywhere quickly — they believe this feeling will last until around July of 2025. As a result, some Americans are questioning their own financial futures. Nearly seven in 10 (68%) of Americans surveyed said the current inflation rate is negatively affecting their future plans, including their ability to save and afford upcoming purchases. “With confidence in the U.S. economy at a low point, consumers are urgently seeking ways to feel in control of their finances,” said Vishal Kapoor, SVP of Product at Affirm. “Amidst these levels of uncertainty and doubt, we believe that the antidote to the current ‘vibecession’ is greater choice and transparency in how people manage their finances.” People are adjusting to the current economic environment by turning to budgeting and flexible payment options. Almost all (89%) Americans surveyed said having a predictable monthly budget is a priority when managing their finances. Transparency is also key, with six in 10 Americans (63%) preferring to see the total cost of a purchase upfront, including any interest charges. To help them budget and remain in control, Americans are seeking more strategic ways to pay for their purchases. More than half (54%) of Americans surveyed have used or would use “buy now, pay later” options, while nearly half (45%) agree that these options make it easier to stick to a budget and manage their finances. Additionally, almost one in two respondents (48%) said the availability of 0% APR pay-over-time offers — which allow people to spread out their purchases over the course of several months without paying any interest — affects their purchasing decisions. “While conversations around money may contribute to the pessimistic outlook on the economy, it also means that people are discovering smarter ways to pay, including options to pay over time without any late or hidden fees,” said Kapoor. Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Affirm between June 20 and June 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Americans are so focused on saving money that four in 10 are more likely to bring up a recent spend in conversation if they scored a good deal on it — so they can brag about their find. That’s according to a new survey of 2,000 general population Americans, which revealed 42% want to chat about their great finds. Not only that, but eight in 10 respondents are excited to share their secrets: they want to tell others where they, too, can find the best deal. Nationwide, the average respondent spends 62 minutes shopping online each week — adding up to about 54 hours per year. Conducted by OnePoll and commissioned by Citi for the Citi Shop browser extension, the survey looked at Americans’ shopping habits and their dedication to finding deals. Within this, the survey revealed that for 52% of respondents, their online shopping habit has increased in the past year. While online shopping, 71% said the most important thing is the item’s price, even more so than the product’s quality (46%). And with price as the most important factor, six in 10 Americans surveyed “always” or “often” look for a promotion code or other offer before checking out with an online purchase. If it takes too long to find one, 37% said they won’t proceed with their purchase. Younger generations were the most likely to abandon their purchase if they couldn’t find a deal — 51% of Gen Z and 46% of millennials surveyed agreed with this. The results also revealed that 53% of respondents have items they’ll never pay full price for — only purchasing them if there’s a deal. “American consumers live busy lifestyles and online shopping has become a way of life,” said Anthony Merola, Head of Proprietary Products for U.S. Branded Cards at Citi. “Today’s shopping tools, including browser extensions, have become a go-to resource for people to conveniently save on time and money.” With this dedication to finding deals, perhaps it’s no surprise that three-quarters (77%) of those surveyed self-identified as “savvy shoppers.” Furthermore, a third of Americans believe finding deals is their “shopping superpower,” with 34% selecting this as their “superpower” and beating out other options like getting free shipping (18%) or spotting quality items (12%) online. When they save money, shoppers surveyed are most likely to use those savings to then treat themselves (26%). They also might use their savings to pay off a bill (26%) or spend it on other essentials (26%). Additionally, shoppers surveyed said they would put the extra money in their savings account (25%) or use it to shop more (20%). As seasonal shopping approaches, the survey looked at the extra mile some respondents would go, in order to get a good deal. Nationwide, one in 10 (11%) would be willing to wait in line for hours, while 15% of shoppers would set an alarm to remind themselves. More commonly, shoppers would download a specific app or browser extension (32%), make a “game plan” (26%) or browse from multiple devices (26%). “Now, with more convenient ways to find deals with shopping tools, everyone can be a savvy shopper,” explained Merola. “You don’t have to worry about searching for deals when your shopping automatically searches behind the scenes for savings at your favorite online merchants.” Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Citi between March 22 and March 28, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

Three in four parents would try “any” workaround to save money on school supplies — with some even dumpster diving and stealing from work — finds a new survey. A poll of 2,000 U.S. parents of elementary school kids found 77% believe staying under their budget is top priority for them. The top resources parents have used to keep their back-to-school shopping under control include: purchasing school supplies whenever they go on sale, even after back-to-school season (49%) and shopping at multiple stores for the best deal (45%). Commissioned by The Krazy Coupon Lady and conducted by Talker Research, many others said they’d also try to save money by wilder means. They would try hoarding school supplies throughout the year (37%), shopping exclusively when there’s a deal (34%), extreme couponing (22%), looking for half-used items around the home (16%), joining buy-nothing groups on social media (10%), trading supplies with other parents (9%) and dumpster diving (5%). And 12% admitted to stealing supplies from their workplace to give to their kids as school supplies. Over half (57%) would also be willing to save money by group buying school supplies with other parents — purchasing certain items in bulk and then splitting the cost amongst the group. The most likely supplies to be group-bought include pens and pencils (67%), art supplies (59%), notebooks (58%), folders (54%), glue and tape (52%) and desk accessories (47%). “The reality is, parents are worried about what back-to-school shopping costs look like this year,” said Joanie Demer, co-founder and co-CEO at The Krazy Coupon Lady. “We’re seeing parents embracing getting creative with their budgeting. It’s clear that they want to save as much as possible when they prepare their kids for school — and that shouldn’t be a chore for them to do.” While two in three parents reported feeling prepared for back-to-school shopping this year, the results also found 82% believe the cost for supplies has increased in the past year; especially for clothing (59%), shoes (51%), backpacks (50%) and school uniforms (26%). On average, parents anticipate spending $280 on supplies this year. Nearly all (95%) said they prefer to include their kids when shopping, but 64% believe they spend more money when their kids are present, spending an average $101 more on supplies if their kids tag along. Forty-four percent of parents said they would consider giving their kids money of their own to spend on school supplies, but many believe their kids would end up using it on snacks (42%), candy (38%) and games (33%) over actual school supplies (32%). The study also found kids are more concerned about their school supplies being name-brand than parents (41%, compared to 36%). Nearly three in five (59%) feel like their kids pester them to buy a certain school supply item name brand on occasion. Some parents shared what their kids have requested: Under Armour backpacks and clothing, Stanley tumblers and bottles, Nike and Jordan shoes, Mead notebooks and Crayola crayons. “There’s a number of things parents can do to beat the costs,” continued Demer. “Start by comparing prices before you purchase, waiting for a sale, and paying attention to the clearance shelves. Parents deserve to have as many resources as they can gather to support their wallets and their peace of mind.” HOW ARE PARENTS STAYING UNDER BUDGET? - Purchasing school supplies whenever it goes on sale - 49% - Shopping at multiple stores for the best deal - 45% - Saving school supplies throughout the year - 37% - Shopping exclusively when there’s a deal - 34% - Extreme couponing - 22% - Looking for half-used items around the home - 16% - Joining buy-nothing groups on social media - 10% - Trading supplies with other parents - 9% - Dumpster diving - 5% Survey methodology: Talker Research surveyed 2,000 parents of elementary school-aged children; the survey was commissioned by Krazy Coupon Lady and administered and conducted online by Talker Research between July 1 and July 8, 2024. We are sourcing from a non-probability frame and the two main sources we use are: ● Traditional online access panels — where respondents opt-in to take part in online market research for an incentive ● Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan. Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash equivalent monetary value. Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample. Interviews are excluded from the final analysis if they failed quality-checking measures. This includes: ● Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders ● Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text ● Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots ● Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.

A new survey has found that the perfect summer must include 14 days with loved ones, eight sunrises watched and 11 dips in the water. That’s according to a survey of 2,000 U.S. adults, which revealed that summer isn’t summer without a few key experiences. Spending time with family and friends (44%), having outdoor BBQs (43%) as well as longer days (42%), warmer weather (37%) and swimming (31%) are some of the most loved aspects. In fact, almost three-quarters (74%) even believe that there are certain factors that can make or break an entire summer season. Too much heat during the dog days of summer (63%), being sick (61%) or getting injured (49%) ranked as the top three ways to break the season. On the flip side, summer can be made by spending time with loved ones (65%), getting away from home (55%) and simply being near water (49%). Conducted by Talker Research on behalf of Boatsetter, an app for boat rentals, charters and on-the-water experiences, the survey explored the concept of the perfect summer and uncovered a by-the-numbers breakdown. It seems as though these factors are already falling into place as Americans plan to spend two whole weeks with their friends and family this summer. In fact, almost half (49%) spend the most time with their loved ones during the summer months, compared to the rest of the year. This summer, Americans are soaking in every moment of sun and plan to watch eight different sunrises and 11 sunsets. They’re also basking in the sun between those two markers and plan to endure one sunburn and go through an average of two bottles of sunscreen. Americans plan to get in the water 11 times this summer, often in a pool (64%), the ocean (36%) or a lake (29%). They’re also getting in the water an average of seven days by way of boating (27%), tubing (27%), or kayaking (8%). Fishing (32%), sunset cruises (25%) and dock-and-dining (17%) were also found to be some of the most popular on-the-water activities this summer. Results revealed that 39% of respondents tend to prefer to be on the water than in it, though the total tallies for each are neck and neck (39% vs 30%). When it comes time to refuel, Americans are planning to enjoy 11 hot dogs and 13 burgers between June and August and also plan to indulge in 11 scoops of ice cream. All of this further reinforces the need for sea, sun and fun, as the top three fan-favorite summer activities Americans plan to partake in include barbecuing (45%), swimming (36%) and going to the beach (31%). “It’s clear that Americans take their summer very seriously. Between sun-soaked days, various water activities, and barbeques, this summer season is sure to be one to remember,” said Boatsetter CEO Michael Farb. “Whether you prefer to be in or on the water, there are memories to be made. From diving in to soaking in the views on a boat, there are endless opportunities for summer adventures.” This summer, Americans are planning an average of three different adventures or short trips and two trips across state lines, totaling an average of a little over $510 ($512.60). More than half (54%) of respondents also admit that they are more adventurous during the summer than any other season. This may be why the average American is planning to try five new experiences this summer, including, “going on a boat,” “traveling to a state I've never been,” “exploring new beaches, new lakes, new rivers,” and even “find[ing] some new friends to go out to karaoke with.” “Whether you’re looking for new experiences or simply to spend time with your loved ones this summer, there are ways to ensure it’s the best one yet,” said Farb. “With so many Americans looking to try something new, like going on a boat, the perfect summer is right around the corner.” Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Boatsetter between June 18 and June 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

One in three parents are learning they’ve been cleaning things wrong their entire lives, according to a new study. The poll of 2,000 U.S. parents revealed many have been told by others they incorrectly fold laundry (33%), mop and sweep wrong (28%) and don’t know how to properly wash laundry (26%). Are mom and dad to blame? Forty percent have witnessed their own parents also “cleaning the wrong way” and 47% have tried to correct them. Many recall never being taught how to mow the lawn (26%), garden or do yard work (25%) and how to properly load the dishwasher (24%). Commissioned by PINALEN Multipurpose Cleaner and conducted by Talker Research, the study showed a majority of people still credit their upbringing for showing them how to properly fold laundry (72%), do dishes by hand (70%), wash laundry (69%) and how to mop or sweep (65%). And for some, their families weren’t the only resource for learning how to clean: people said they also learn to clean from their past or current jobs (37%), from their significant other (31%) and from their friends (27%). As a result, 17% claim to be “near-sterile” in their households, keeping everything clean all the time. An additional 60% said they were “pretty clean” at home, accepting a little mess here and there. Sixteen percent admitted they don’t pay attention to how clean something is, as long as it’s organized and tidy. "Cleaning can be surprisingly subjective. The 'proper' way to clean can vary greatly depending on your culture, how you were raised, and who you learned from -- but what truly matters is the effectiveness and reliability of those cleaning techniques," said Tanu Grewal, Chief Cleaning Officer at PINALEN Multipurpose Cleaner. "At the end of the day, parents play a crucial role in shaping their children's cleaning habits and attitudes, instilling good practices that last a lifetime." Results also found 76% of parents plan on teaching their kids everything about cleaning that they were never taught, and 86% have already thought of how they’ll teach their kids cleaning habits. In fact, 73% believe how they learned to clean growing up could have had a positive impact on how they clean today. And for 65% of them, cleaning is now considered an art form. Parents believe it’s important their kids learn how to keep organized (75%), what types of cleaning products to use (69%) and how much soap or detergent to use while cleaning (68%). For most chores — folding laundry, washing dishes, floor cleaning and taking out the trash — parents believe their kids can start participating by age 10. Meanwhile, chores like starting the laundry machines, yard work, cleaning furniture and cleaning the toilet can all wait until age 11. By age 12, parents believe their kids can handle cleaning out the fridge; and by 13, parents said their kids can take on lawn mowing. Instead of viewing it as a chore or punishment, 88% of parents believe cleaning can be made into a family activity — leaning into making cleaning something that brings everyone in the house together in a joyful, collaborative way. And to make cleaning fun, they’ll play music in the background (75%), sing while cleaning (41%) and dance while cleaning (38%). “Overall, people are taught objective aspects of cleaning such as how much product to use, specific techniques, and how to use cleaning tools or machines, but are left to figure out their own personal preferences,” continued Grewal. “Regardless of whether they believe each chore is done right or wrong, most people still associate positive feelings with cleaning and it reminds them of home. “Cleaning is part of everyone’s heritage one way or another – whether you learned how to clean from your parents or want to start your own cleaning traditions with your children, it is something that is passed down through generations.” TOP 10 CLEANING TASKS PARENTS HAVE BEEN TOLD THEY DO WRONG - Folding laundry - 33% - Mopping/sweeping - 28% - Doing laundry - 26% - Loading the dishwasher - 25% - Doing dishes by hand - 23% - Gardening/yard work - 21% - Mowing the lawn - 18% - Cleaning the toilet - 17% - Cleaning furniture - 16% - Dusting - 16% Survey methodology: This random double-opt-in survey of 2,000 American parents of school-aged kids was commissioned by AlEn between June 14 and June 18, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Two-thirds of Americans believe sustainability should be the “default” for companies, according to new research. The survey of 2,000 general population Americans revealed that 67% believe sustainable products and services should be the standard for companies, not something they need to search for. And 44% would go so far as to remove unsustainable options from the market entirely — saying companies shouldn’t be able to sell them. Commissioned by Avocado Green Mattress and conducted by Talker Research, the survey revealed 71% would like to see more regulations in place, to ensure products and services are sustainable. This may stem, in part, from failed attempts to be sustainable in the past: 32% have purchased something from a company they thought was sustainable, only to find out later that it wasn’t. Twenty-two percent even admit they’ve “given up” trying to purchase a sustainable product or service because of how difficult it was to find. Despite the difficulties they might face, the survey found respondents have a desire to be sustainable. Ten percent said they “always” purchase sustainable options; for those who don’t always do so, 73% said they’d like to do so more frequently. The expense of sustainable options was the No. 1 thing stopping respondents from purchasing them more often (57%), followed by difficulty in telling what’s actually sustainable (48%). Respondents also said a lack of availability (30%) stops them from purchasing sustainable options — and others don’t have time to research what is and is not sustainable (26%). The survey asked respondents if they felt knowledgeable about different sustainability and ethical certifications for products or companies: 9% said they’re “very knowledgeable,” while 29% said “somewhat knowledgeable.” “Certifications not only protect human health by ensuring quality and safety standards but also protect our environment by verifying sustainable sourcing, manufacturing and business practices,” said Christine Carpio, Sr. Manager, Community + Social Impact. “They can also help guide customers to choose brands dedicated to creating products that are better for people and the planet, ensuring our choices today resonate responsibly tomorrow.” Half of respondents (51%) were “extremely” or “very” likely to purchase something when it had a certification they were familiar with. But just the presence of a certification impacts respondents: 22% said even if they’re unfamiliar with the specific certification, seeing it would make them “extremely” or “very” likely to make the purchase. The survey put Americans’ knowledge of certifications to the test — and found respondents might have more to learn. When provided several definitions and asked which described “Certified B Corporation,” only 17% of respondents selected the correct answer: A company meets high standards of verified performance, accountability and transparency. And they were less knowledgeable about “Green America” — only 6% correctly said it means, “A company is committed to using business as a platform for social change.” On the other hand, 34% were familiar with the “Forest Stewardship Council” certification: selecting the right option, “Products come from responsibly managed forests that provide environmental, social and economic benefits.” “Greenwashing is a challenge. In reality, most brands don’t have the certifications or environmental credentials to back up their claims,” said Laura Scott, Director of Brand Marketing. “Certifications can help consumers determine whether a brand is trustworthy or if they’re being duped by false advertising.” Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Avocado Green Mattress between June 20 and June 24, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Women are the “unsung hero” of the grill, according to new research, conducted by Talker Research for PERDUE. The survey of 2,000 men and women revealed that 53% believe women are not receiving the notice or the praise they deserve for their grill skills. And men and women agree: that stat (53%) remains true regardless of gender. One reason they might not be getting the recognition they deserve? Research revealed half of the respondents — 55% of men and 47% of women — believe grilling is a male-dominated activity.

The average parent will spend more than three weeks of time preparing the nursery for their child before they’re born. That’s according to a new survey of 1,500 parents with kids under the age of 10 and 500 first-time expecting parents. Results revealed that 28% started decorating their nursery during the second trimester, though 17% dove right in and started as soon as they found out they were pregnant. 20% of respondents waited until the third trimester to start decorating, while 5% did not tackle the task until after the baby was born. Still, the average parent spent almost seven (6.6) hours tweaking their child’s nursery after they were born. Almost nine in 10 (86%) chose to know the sex of their baby before they were born. The majority of parents who already have children wanted to know the gender before birth (90%), but first-time expecting parents are less likely to want to know (75%). Overall, 92% of respondents either have had or will have a baby shower. On their guest lists are family (86%) and friends (79%), along with friends of the grandparents (49%) and coworkers (39%). Some of the most cherished and appreciated gifts from their baby showers include clothing (59%) and practical items such as bottles, blankets and a diaper bag (58%). A car seat (40%), stroller (37%) and crib (30%) also ranked high. When it came time for a gender reveal, almost two-thirds of respondents (63%) hosted a party for their family and friends. Of those, the average parent spent almost 12 hours (11.6) planning the party — with some respondents sharing they spent over 31 hours (7%) event planning. Conducted by Talker Research on behalf of Minted, the survey asked parents to reflect on their experiences associated with pregnancy milestones and reflect on what they’d do differently and what they’d do the same. When comparing currently expecting parents with more seasoned parents, 42% of first-timers prioritized a gender reveal party, compared to only 23% of those who already have kids under 10. The first time around, parents prioritized stocking up on all of the physical items they’d need, such as a crib, bottles and swaddling blankets (72%), as well as picking out a name for their child before birth (67%) and knowing their child’s sex before they were born (52%). Yet, when it comes to a second child, those priorities shift. At the top of the list, parents still want to ensure they have all physical items they need (48%) before the baby's arrival, but creating an archive of memories such as photos, important dates or moments, rose from fifth into second place (34%). Parents would also spend more time preparing before birth (35%), would like to receive more practical gifts for their child (28%) and would spend more time planning celebrations for their child’s milestones (26%). Seasoned parents were also asked to reflect on helpful advice they were given when expecting their first child. The top three golden nuggets include sleeping when the baby sleeps (33%), making time for self-care (30%) and trusting your parenting instincts (28%). Results also found that 45% of parents admit that they are, or will be, less lenient with their second child than they were with their first when it comes to parenting styles, rules and schedules. This may be because nearly seven in 10 (69%) believe that having a second child helped them “let go” of the less important things in life, and focus more on what’s actually important. “We know how much time and love parents put into preparing for the arrival of their little one,” said Marissa Cedarleaf, Minted GM of Baby & Kid, Stationery, and Gifts. “We are here to support parents through every step of their journey and share in the celebration of announcing their new baby’s arrival as well as exciting milestones from first birthday through graduation!” As parents continue to plan milestone celebrations for their kids, the most important parts of planning a birthday party include whether their child is having fun (60%), the food (43%) and the activities and entertainment (40%). Taking that a step further, another 54% consider the adults attending when party planning and are concerned whether they’re having a good time as well. “We know how much time and dedication parents put into planning birthday parties,” said Cedarleaf. “Whether it's your first time or you’re an expert, there are countless ways to make it an occasion your child will never forget. The details of each celebration change year to year, but the memories last forever.” PARENTS' MOST HELPFUL ADVICE TO THOSE EXPECTING THEIR FIRST CHILD ● Sleep when the baby sleeps - 33% ● Make time for self-care - 30% ● Trust your parenting instincts - 28% ● Don’t feel guilty about being an imperfect parent - 28% ● Don’t compare yourself to other parents - 27% ● You don’t have to do everything by yourself - 22% ● Take as many photos and videos as possible so you can look back on them later - 22% ● Be as present as you can - 21% ● Make time to bond with your partner during this new phase in life - 19% ● All of your identify doesn’t have to be tied to being a parent - 12% Survey methodology: This random double-opt-in survey of 500 first time expecting parents and 1,500 parents of kids under the age of 10 was commissioned by Minted between May 23 and May 31, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Gen Z is crushing moving season, according to a recent poll. The survey of 2,000 Americans who have moved in the last five years found that not only are they on top of their finances, more than half of Gen Z respondents (57%) reported they actually enjoy the process of moving. Meanwhile, only 22% of baby boomers share that sentiment. As the summer moving season heats up, digital insurance company, Lemonade, commissioned the survey through Talker Research to investigate how Americans approach moving — how they prepare, feelings on the overall process and the generational split on it all. According to results, Gen Z stands out as the most meticulous planners, with 60% creating a moving budget compared to only 55% of millennials, 46% of Gen X and 38% of baby boomers who prepared financially. The research also found that of all generations, Gen Z even set aside the most money for their most recent move. Gen Z focused their budget on getting their new space ready with things like furniture and home updates ($1,703.50 on average), while Baby Boomers focused on the physical components, like moving trucks and supplies ($1,633.60 on average). But despite their careful planning, four in five exceeded their moving budgets. For those, average overspending totaled $1,057.20. And for the average respondent, it took five months to financially recover from their most recent move. Still, nearly half (47%) said they would overpay if it meant they would have a disaster-free move, with millennial respondents being the most willing to overpay (51%), compared to baby boomers who were least willing to overpay (37%). According to those surveyed, the most unexpectedly expensive parts of moving were renting a moving truck (30%), purchasing packing materials (22%) and putting some belongings temporarily in storage (18%). “Whether you enjoy packing up your old house and moving into a new one or you hate the process altogether, it’s a huge undertaking with so many factors to think about: Logistical, emotional and financial. And it’s very easy to forget important things,” said Sean Burgess, chief claims officer at Lemonade. “It’s always a good idea to simplify the process as much as possible, especially for those tasks we tend to forget, like updating your address, insurance and utilities accounts.” When it comes to being a bit forgetful, 35% claimed they didn’t forget anything, baby boomers being the least forgetful (58%) compared to Gen Z (24%). But for those who forgot a few things, the most common things to fall through the cracks were forgetting to update their address or forward their mail, with Gen Z forgetting this the most (31%) and baby boomers forgetting this the least (18%). Along with that, 19% of Gen Z forgot to update their home or renters insurance compared to only 3% of baby boomers. For those looking to rent new homes when moving (59%), the most alarming red flags included the home looked worse in person than in pictures (28%), lack of air conditioning (26%), hidden fees during the leasing process (26%) and worrisome lease terms (23%). The biggest green flag when evaluating a home was air conditioning (34%), which proved to be critical for baby boomers with almost half (47%) citing this as a nonnegotiable compared to only 28% of Gen Z. Other green flags were utilities being included in the rent (30%), the home looking as great in person as it did in pictures (26%) and having up-to-date appliances (24%). More than three in five Americans (60%) owned a pet during their move and over half of those who were looking to rent with a pet (52%) said it was challenging to find a place that suited both their and their pet’s criteria. But to make the whole ordeal more enjoyable, respondents said movers should be fully prepared throughout the day (39%), invite friends to help out (35%), create a fun playlist (32%) and treat everyone to dinner at the end of the day (32%). In fact, Gen Z prioritized a fun playlist (40%) as the top option for making the day more enjoyable, compared to only 16% of baby boomers, a generation that prioritized being fully prepared (45%). “Moving homes is incredibly stressful, but the load can be lightened if you lean on those around you,” said Burgess. “Whether that’s your partner, friends, family, or even an insurance company, make sure to look out for those that can help simplify a very busy and potentially chaotic time.” Survey methodology: This random double-opt-in survey of 2,000 Americans who have moved in the last five years was commissioned by Lemonade between May 23 and May 29, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Based on a new study, 43% of Americans would rather watch a movie with their dog than their partner. According to the poll of 2,000 U.S. dog owners, those in a relationship said their dogs are better movie companions because they don’t interrupt (44%), don’t ask questions (42%) and are better cuddlers (35%). Commissioned by the makers of ACANA pet food and conducted by Talker Research, the study found that 95% watch movies and shows with their dogs at home — 63% said they do it on a frequent basis. Most of them (93%) said their dogs are able to pay attention to the screen and a third (30%) say they prefer classic TV shows and classic movies. So, even our furry best friends can’t get enough of the classics.

Nearly nine in 10 Americans have seen their cost-of-living increase over the past five years, and a new study has found it’s having a massive impact on how they’re shopping, particularly online. The poll of 2,000 U.S. adults found consumers now spend the most on groceries (35%), clothing (27%) and home goods (17%) when shopping online. Over three in four (76%) believe the underlying cause for cost-of-living increases is due to inflation, leading 61% of consumers to shift their online shopping habits. Commissioned by Forter and conducted by Talker Research, the study showed people have addressed the changes in their cost of living by shopping less often (55%), buying only necessities (44%) and buying the cheapest version of the products they want (34%).

How old do you feel? A new study has found Americans over 45 feel 12 years older than their actual age, on average. The poll of 2,000 Americans aged 28 and older, split evenly by generation, found 55% of people who feel older than their actual age blame joint pain, and 45% have held back their daily lives because of it. A majority of Americans (85%) experience some sort of joint pain, half of those don’t realize there is a direct correlation between increased muscle strength and reduced joint pain when in fact there is. Less than half (47%) feel optimistic about finding lasting relief. Commissioned by Motive Health, Inc. and conducted by Talker Research, the study found that people who feel older than their actual age said it manifests through body pain (55%), getting tired easily (48%) and feeling overall less active (31%). Forty-seven percent reported they didn’t feel their age — and 50% of Gen Xers and above felt particularly out of alignment with their actual age. Half of baby boomers, 54% of the silent generation and 45% of Gen Xers said they all felt different than their actually age. Baby Boomers felt an average of 14 years older while the Silent Generation respondents reported feeling 12 years older than their actual age and Gen Xers reported feeling 10 years older on average. Missing out on daily life can be a challenge for those who feel as though joint pain is aging them — 71% will ignore joint pain so they can continue with their usual activities. “Until they experience it, many people don’t realize the total impact joint pain can have on their lives,” commented Rob Morocco, President and CEO at Motive Health, Inc. “Losing your mobility and independence to joint pain can be frustrating and, without a doubt, make many people feel older than they are. The good news is, there’s technology that can reduce pain now and prevent it into the future, helping many people get back to feeling and living their best.” The study also found nearly half (47%) of Americans won’t tell others when they’re in pain, fearing they will either think they’re too old or frail (19%), are making everything about themselves (18%) or that they’re overreacting (18%). Forty-five percent have had to stop doing the things they love because of joint pain, and 23% have felt like they’ve let others down by missing personal or professional commitments due to joint pain. Knee pain specifically impacts about 40% of Americans, many of whom have had to reconsider substantial lifestyle changes to accommodate their lack of mobility, including where they live (25%), where they work (22%) and how they travel (17%). From all demographics, nearly everyone (98%) said they would feel more positive about their future if they didn’t have knee pain. More than half (54%) would be willing to change their diet and exercise to that while 52% reported a willingness to try physical therapy and at-home exercises. Sixty percent reported a likelihood to incorporate new technology into their at-home wellness routine to treat joint pain. “While joint pain can make people feel like their life is on pause, the great news is that there are ways to get moving again,” added Rob Morocco. “For example, research has found that building muscle strength is central to resolving joint pain. With that knowledge in hand, there are now solutions for people with joint pain that will help rebuild that muscle strength and get them back to living full, active lives.” Survey methodology: This random double-opt-in survey of 2,000 American millennials and older was commissioned by Motive between May 14 and May 21, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

What’s a ‘luxury’ in modern dating? According to a new survey, emotional connections are a ‘necessity’ in addition to being swept off their feet and exclusive experiences. The poll of 2,000 U.S. adults, commissioned by luxury dating site Seeking.com and conducted by Talker Research, found nearly half (47%) consider it “luxurious” if their date includes learning about their date’s background and having in-depth and intelligent conversations. A further 39% believe it should include having the other person pay for the date in full. Feeling like they’ve been “swept off their feet” was important to 65% of people, and 35% of them believe the relationship is doomed if they don’t feel swept off their feet on a first date.

Over half of Americans say their parent is their best friend, according to new research. The survey of 2,000 Americans aged 40 and older revealed 58% feel closer to their parents now more than ever before. Conducted by Talker Research on behalf of Comfort Keepers for the National Day of Joy on June 26, the survey heard from respondents about experiences they had with a parent or parents in their “Golden Years” — the phase of life that begins in one’s senior years, typically after retirement. According to the survey, respondents and their senior loved ones who are in their Golden Years are shopping together (33%), trying new restaurants (26%) and traveling to places they have never been before (16%). Some are enjoying concerts together (6%), with the most popular options on their bucket lists to see The Rolling Stones (17%), Usher (12%) and Taylor Swift (11%). Engaging in shared activities with senior loved ones has sparked an overwhelmingly positive response with 88% of respondents expressing it has had a positive impact on their parent/child relationship. Half (50%) had a positive experience from these bonding moments and said it made them more grateful for their time together, and half (50%) said it improved their loved one’s mood as a result. In fact, 64% of those surveyed said that their parents keep a positive attitude about aging. According to the research, the activities they do together have also inspired parents to stay more active (35%), increased their confidence (25%) and made them more open to trying new things (30%). “Sharing in activities with senior loved ones isn’t just about creating memories and moments of joy for older Americans, it’s about forging lasting connections that enrich the lives of both generations,” said Sherri Snelling, gerontologist, author and spokesperson for Comfort Keepers. “These bonding experiences not only bring happiness but also contribute to a positive mindset towards aging, ultimately promoting longevity and well-being for all ages.” The survey also revealed that during the Golden Years, four in 10 respondents (41%) said they learned something about their parent’s youth that surprised them. This includes learning that their parent was married before they met their mother or father (14%), that they were enlisted in the military (12%) and that they were friends with a celebrity (4%) — such as Elvis Presley, according to one respondent. Of those who said they learned something about their parents during their Golden Years, over half (51%) said they also learned that the lessons their parents taught them while growing up were valuable. Twenty-five percent said they learned that they are more similar to their parents than they thought and over half (58%) said that discovering these things about their parents made them much more relatable. Respondents also admitted that there were some real-time realizations that they were not prepared for with an aging parent (36%). Of those who experienced this, they became aware that their parent needed more assistance than they realized (29%), they would struggle to balance caring for them with their own family or self (21%), and that they needed more external support to help care for them (15%). In fact, 74% of respondents said that having a caregiving network to support their aging parents' physical, emotional and social needs is important. “The Golden Years of seniors’ lives can unveil profound insights for their adult children, including discovering who their parent is as a person, but also realizing their evolving needs that come with aging,” said Saudia Gajadhar, chief happiness officer at Comfort Keepers. “Amidst this journey, real-time realizations occur, shaping how caregivers provide support. It’s a transformative experience of care, understanding, and making new cherished memories together.” Survey methodology: This random double-opt-in survey of 2,000 Americans aged 40+ was commissioned by Comfort Keepers between April 8 and April 15, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Three-quarters of Americans are still searching for “the one” when it comes to their hairdresser, according to new research. A survey of 2,000 U.S. adults revealed that when it comes to finding a go-to, perfect match service provider, less than one in five have found their one in terms of an auto repair shop (19%), veterinarian (16%), therapist (13%) or nail tech/salon (11%). In fact, less than one in 10 have found their dream realtor (7%), chiropractor (7%) or contractor (7%). Over the last five years, Americans have visited three different personal care providers, three health care providers and three different home maintenance experts and still, 29% have yet to find their one in any category. In order to seek out their perfect match, the average American prefers to read five reviews per provider and places more weight on the positive than the negative ones (34% vs 15%). Results also revealed that people will spend 15 minutes browsing social media pages before they commit to a provider. Taking things a step further, 18% won’t support a business that doesn’t have an online presence. Conducted by Talker Research on behalf of Birdeye, results revealed that the vetting doesn’t stop there — if a business has less than a 3-star rating, the average respondent won’t bother reading the reviews and will automatically pass on them. Once a provider is selected, it takes seven visits to be considered a “regular” and an average of eight visits to completely trust them. But once that trust is built, it's a hard bond to break as the average respondent would be willing to travel almost 30 minutes (28.6) if they moved or their go-to relocated. This may be because three in five (61%) are more loyal to the actual person doing the service rather than the brand or company providing it (25%). One-quarter of Americans even believe that it’s equally as difficult to “break-up” with their go-to service provider than a partner and 13% go so far as to say it’s easier to let go of a partner. “In today’s economic climate, consumers are scrutinizing their spending more carefully,” said Dave Lehman, president of Birdeye. "Our study indicates that for local businesses to flourish and remain competitive, they must maintain a strong online reputation, be active on social media and deliver top-notch customer experiences.” In the case that Americans are not satisfied with a service, the most popular courses of action include asking them to fix it or make it right (37%), followed by bringing it up directly with the person who provided the service (36%). But even so, respondents are more likely to avoid using them again or find another provider (34%) than they are to give them another chance (23%) or to leave a negative review on social media (10%) or Google (9%). However, almost two-thirds (64%) are likely to leave a positive online review after a good experience. At the end of the day, more than half of Americans (55%) are more likely to give a small, locally owned business more chances than a big box chain (20%) if their service doesn't live up to their expectations. In that same vein, 54% expect a higher caliber of service from small businesses. "Consumers often turn to local businesses when searching for ‘the one’ because they expect to receive elevated, more personalized experiences," said Lehman. "To deliver upon this promise, local businesses of all sizes need the right tools and resources, which is where a reputation and customer experience management platform can help by enhancing online presence and customer engagement." Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Birdeye between March 29 and April 4, 2024. It was conducted by market research company Talker Research, whose team members adhere to the American Association for Public Opinion Research (AAPOR) Code of Professional Ethics and Practices. Researchers are also members of the Market Research Society and the European Society for Opinion and Marketing Research (ESOMAR).

Eight in 10 women prioritize feeling healthy over looking beautiful, according to new research. A poll of 2,000 American women revealed that improving both their mental/emotional health (33%) and physical health (33%) makes them feel more beautiful than improving their physical appearance (22%). Conducted by Talker Research on behalf of Doctor’s Best, the survey revealed that eight in 10 (79%) agree that if they feel healthy on the inside they will feel more beautiful on the outside. Women are also feeling an average of eight years younger than their actual age, according to the survey.

Do you hate coming back to a dirty home after a fun getaway? Does that scuff on your favorite suitcase send you over the edge? A new survey revealed some of the top cleaning habits of 2,000 U.S. travelers ahead of the busy summer travel season. One thing is clear: it is important to prioritize cleaning the house before leaving — more than 75% of respondents claimed they prefer to clean their home prior to heading out. In fact, the average respondent starts preparing for their trip over two weeks in advance. Before traveling, people tend to focus their cleaning on laundry (77%), dishes (66%), the bathroom (58%), and sweeping and mopping (56%). Commissioned by Mr. Clean for the launch of their new Ultra line of Magic Erasers, and conducted by Talker Research, the study found 66% are so excited about their upcoming travel, that it motivates them to clean before they leave. While the anticipation of an upcoming trip can be a great motivator for people to knock out their cleaning tasks, it can also be a stressor for summer travelers. Fifty-one percent stated they “dread” the thought of having to clean when they come home from vacation. “Cleaning before a vacation helps me relax and enjoy it even more knowing I can return to a clean home,” said Lydia Joo, brand director at Mr. Clean. “But we’re busy, especially leading up to a vacation, so that’s why it’s important to have a multi-purpose cleaner that can help easily tackle the tough messes throughout your home and beyond.” In addition to cleaning their homes, travelers also take the time to clean their most-used travel items like luggage (40%). On average, respondents brought their luggage on a total of seven trips and as many as 26% of respondents had cleaned their luggage in the past week alone. Getting these items in shape is important, as many have felt “embarrassed” on vacation because some items they brought look old or worn out, including their clothes (20%), shoes (19%) and luggage (18%). To avoid this, as many as 55% of travelers reported it was a “high priority” to check the state of these items well before they embark on their trip. Though respondents make sure to clean their luggage (40%) and travel bags (39%) before their trip, results found even more travelers will clean them when they return home. They specifically pay close attention to their luggage (47%) and other travel accessories (21%) so they’re prepared well ahead of time for future travel. And while 79% said it’s important that their luggage is clean when traveling, 27% claimed it was the “most difficult item” for them to clean. “Cleaning luggage can be a challenge, and we all know the disappointment of retrieving a scuffed and dirty bag from the airport carousel,” said Maria Striemer, Global Home Care P&G Senior Scientific Communications Manager. “For luggage cleaning, I recommend using a versatile cleaning tool like the Mr. Clean Magic Eraser. Using this multi-purpose cleaner can remove scuffs, dirt, grease and grime from your luggage, restoring it to pristine condition so you can embark on your next adventure with confidence and style.” THINGS RESPONDENTS CLEAN BEFORE TRAVELING 1. Laundry — 77% 2. Dishes/dishwasher — 66% 3. Bathroom — 58% 4. Sweep/mop/vacuum — 56% 5. The fridge — 49% 6. The stove/kitchen counters — 49% 7. Dust — 36% 8. Luggage — 24% 9. Accessories (e.g., hat, sunglasses, etc.) — 20% 10. Sports/outdoor gear — 10% Survey methodology: This random double-opt-in survey of 2,000 Americans who travel was commissioned by Mr. Clean between Apr. 30 and May 6, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

Almost half of Gen Z Americans feel like they’re living a “double life” — between their online and offline selves, according to new research. The survey of 2,000 American respondents, split evenly by generation, found that 46% of Gen Z respondents feel this duality, where their personality online vastly differs from how they present themselves in the real world. But they’re not the only ones: this feeling was shared by 27% of respondents across generations, with 38% of millennials experiencing this, as well as 18% of Gen X and 8% of baby boomers. Respondents were also asked if they’re keeping their online persona a secret from any family members — one-fifth of respondents agreed. Across younger generations, 31% of Gen Z respondents admitted their online world is a secret from family, while 27% of millennials said the same. This research was conducted by OnePoll on behalf of Lenovo for the latest iteration of its “Work for Humankind” project, called “Meet Your Digital Self.” In this project, Lenovo brought the online personas of two Gen Z individuals to life as three-dimensional avatars. The avatars not only resembled each individual, but also responded to real-time conversation, adjusting their tones, movements and facial expressions based on individual idiosyncrasies and emotions. The goal was to enable meaningful conversations between the Gen Z participants, their family, and the avatars, deepening understanding of each of the three participants’ online worlds. The survey highlighted the value of these conversations, as 53% of Gen Z respondents said it’s easier to express themselves online than offline. That’s compared to 40% of respondents overall — including 49% of millennials and 35% of Gen X, while less than a quarter (23%) of baby boomers said the same. And while it may be easier for some respondents to express themselves online, half (49%) admit they sometimes feel a disconnect between who they are online and offline — with that number again highest for Gen Z respondents (68%). For those who experience this disconnect, regardless of age, it’s led to feelings of anxiety (18%), loneliness (17%) and depression (15%). Respondents were also asked what they were more comfortable sharing online. About a fifth were more comfortable sharing their ambitions (21%), their fears or insecurities (17%) and their beliefs — political or otherwise (19% each) — online than they would be offline. Compared to their offline self, their online persona also has clearer likes/dislikes (22%), and different likes/dislikes (17%) — as well as more controversial opinions and values (15% each). “Around one in five of the world’s young people have a mental health condition, reflecting a global crisis. We are committed to developing smarter technology to address some of the world’s most pressing issues,” said Gerald Youngblood, CMO, Lenovo North America. “Advancements in AI and smarter technologies allowed us to explore new and creative ways to use technology for good. We hope this social experiment will drive more conversations between friends and family about the need to understand each other’s worlds for the sake of mental wellbeing.” Survey methodology: This random double-opt-in survey of 2,000 American respondents — split evenly by generation — was commissioned by Lenovo between March 29 and April 9, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

The simplest tool to calm anxiety is just a step away, according to a recent study. A survey of 2,000 Americans with outdoor spaces at home revealed that 94% of respondents agreed that the simple act of stepping outside helps them relax when stressed or anxious. On average, respondents reported it takes about nine minutes to calm down and unwind when stressed after stepping out for fresh air. Commissioned by TruGreen for Mental Health Awareness Month in May, and conducted by Talker Research, the research found that seven in ten have made a conscious decision to spend time more outside to improve their mental health. Similarly, 69% have made an effort to incorporate time outside in their daily routine. Looking at day-to-day stress and anxiety, respondents rated their stress at a moderate level of four (on a scale of one to 10). However, those who include outdoor time in their daily routines reported lower stress levels (4) compared to those who don’t (5), on a scale from one to 10. According to the research, the biggest stressors of daily American life are finances (52%), current events (37%), health (37%) and relationships (29%). Respondents reported activities including breathing in fresh air (54%), going on a walk (53%), cleaning and organizing (34%) and texting or calling a friend (33%) as helpful ways to reduce stress. Reflecting the positive mental health benefits of time outside, more than half (51%) of respondents considered having an outdoor space a non-negotiable when they moved into their home. But despite the benefits of outdoor time, many struggle to prioritize it: 65% of those with outdoor routines will skip it on a busy day. The study also revealed insights into the emotional connection Americans have with their outdoor spaces. Nearly half (48%) said having a nice yard gives them a sense of pride and three-quarters (74%) feel they should spend more time than they do enjoying their outdoor space. Of those, 57% even feel guilty about not spending enough time outside in their yards. And aesthetic affects outdoor time too: More than nine in 10 respondents (92%) said messiness or poor upkeep of their yards negatively impacts their enjoyment of outdoor time. “A well-kept outdoor space enhances home appeal and makes it easier for homeowners to incorporate outdoor time into their daily routines. But while maintaining outdoor spaces is a priority for nearly 90% of Americans, it comes with challenges like weeding and pest control,” said Matt Morelli, region technical manager at TruGreen. “If maintenance feels overwhelming, partnering with a professional can ease the burden, rather than facing the task alone, so homeowners can get back to enjoying their free time — including being outside.” Survey methodology: This random double-opt-in survey of 2,000 Americans whose house or living space includes a yard, patio, or porch was commissioned by TruGreen between Apr. 16 and Apr. 22, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

The average American spends nearly two and a half hours a day dreamscrolling — looking at dream purchases or things they’d like to one day own — and 71% say it’s time well spent, as the habit motivates them to reach their financial goals. In a recent poll of 2,000 U.S. adults, more than two in five respondents say they spend more time dreamscrolling when the economy is uncertain (43%). In a year, that amounts to about 873 hours or nearly 36 days spent scrolling. Conducted by OnePoll on behalf of financial services company Empower, the survey reveals half of respondents say they dreamscroll while on the job, and of those, one in five admit to spending between three and four hours a day multitasking while at work. Gen Zers spend the most time dreamscrolling at just over three hours per day, while boomers spend the least, clocking in around an hour. Survey respondents say looking at dream purchases makes it easier for them to be smart with their money (56%), avoid making unplanned purchases or going into debt (30%) and better plan to achieve their financial goals (25%). Nearly seven in 10 see dreamscrolling as an investment in themselves (69%) and an outlet for them to envision what they want out of life (67%). Four in 10 respondents (42%) say they regularly spend time picturing their ideal retirement — including their retirement age, location and monthly expenses. Scrolling for the American dream: one in five respondents are looking at homes or apartments (21%), while a quarter look at vacation destinations (25%), beauty or self-care products (23%), and items for their pet (19%). Others spend time looking at clothing, shoes and accessories (49%); gadgets and technology (30%); and home décor or furniture (29%). More than half (56%) currently have things left open in tabs and windows or saved in shopping carts that they’d like to purchase or own in the future. For those respondents, they estimate it would cost about $86,593.40 to afford everything they currently have saved. Almost half of Americans say they are spending more time dreamscrolling now than did in previous years (45%) and 56% plan on buying something on their dream list before this year wraps. While 65% are optimistic they’ll be able to one day buy everything on their list, nearly one in four say they don’t think they’ll ever be able to afford the majority of items (23%). More than half (51%) say owning their dream purchases would make them feel more financially secure, and close to half say working with a financial professional would help them reach their goals (47%). Others feel they have more work to do: 34% say they’ve purchased less things on their dream list than they should at their age, with millennials feeling the most behind (39%). Top economic factors that may be holding some Americans back include rising prices (54%), inability to save money (29%) and growing debt (21%). Instead of doom spending, dreamscrolling has had a positive impact on Americans’ money habits: respondents say they better understand their financial goals (24%) as a result. HOW MUCH TIME DO RESPONDENTS SPEND DREAMSCROLLING? 2.4 hours per day 16.8 hours per week 873.6 hours per year 36.4 days per year WHAT ARE AMERICANS DREAMSCROLLING FOR? Clothing, shoes and accessories (sneakers, purses, etc.) — 49% Picturing the ideal retirement – 42% Gadgets/technology (phone, computer, etc.) — 30% Home décor or furniture — 29% Vacation destinations/experiences (hotels, airfare, trending vacation destinations, etc.) — 25% Cars and/or auto accessories (buying a new car, new rims, window tints, etc.) — 24% Beauty/self-care products (makeup, skincare, etc.) — 23% Homes or apartments — 21% Jewelry (diamond bracelet, watches, etc.) — 21% Items for their pet(s)— 19% Tickets for experiences (sports games, concerts, food festival, etc.) — 18% FINANCIAL BENEFITS OF DREAMSCROLLING I’ve been better able to avoid making unplanned purchases or going into debt — 30% I’ve been able to better plan for the future — 26% I’ve made a plan to achieve my financial goals — 25% I’ve been better able to understand my financial goals — 24% I’ve been motivated to seek the help of a financial advisor to help me achieve my goals — 15% Survey methodology: This random double-opt-in survey of 2,000 general population Americans was commissioned by Empower between March 28 and March 31, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

Half of Americans believe climate change will devastate the earth during their lifetime, according to new research. The survey of 5,000 Americans, split evenly by state, revealed that 48% of all respondents believe they’ll live to see climate change destroy the planet. Respondents in Hawaii were the most likely to agree (66%), with Vermont (59%) and New Mexico (56%) rounding out the top three states most concerned about the effect of climate change in their lifetime. Washington (55%) and Minnesota (54%) were fourth and fifth, respectively. Commissioned by Avocado Green Mattress and conducted by Talker Research, the survey also asked respondents if they believe climate change will have a greater impact on their state, versus other states. Hawaiians were again the most concerned, with 61% believing climate change will be worse for their state than others — this time, followed by Alaskans (55%) and Californians (54%). Those in Louisiana (53%) and New York (49%) were also concerned about the impact on their state. Regardless of where they live, 65% of respondents wish they could do more to be environmentally conscious in their day-to-day lives. “Our experiences, including where we live, have an understandable impact on our worries about climate change,” said Laura Scott, Director of Brand Marketing at Avocado Green Mattress. “That's why learning about the ways we can protect the environment in our local communities is a great way to get involved and see firsthand the change we're making.” Some respondents admit, that despite taking environmentally conscious actions — they’re not doing it for the good of the planet, but rather, they’re doing it for a more selfish reason. The survey revealed that 37% of respondents are taking environmentally conscious actions solely because it helps them feel like a good person. But maybe their reason for taking environmentally friendly actions doesn’t matter: when asked if the intent of their actions or the end result is more important, 33% said the result — with 50% saying both were equally important. And regardless of why they’re taking environmentally conscious actions, 32% said doing so helps them to sleep better at night. Half of respondents (47%) said taking care of the environment helps them to take better care of themselves — but others find it exhausting to worry about the environment. Results also revealed that 10% feel taking care of the environment means they don’t always have time to take care of themselves. “Taking care of yourself and our planet are harmonious,” said Christine Carpio, Sr. Manager, Community + Social Impact at Avocado Green Mattress. “Choosing eco-friendly products that nurture your well-being ensures your rest and relaxation don’t come at the expense of the environment. The key is making choices that make you feel fulfilled.” <mapplic-map data-json="https://talkerresearch.com/maps/6a5948997e33ab5c8d983edcc9e25ac1/data.json"> <script type="text/javascript" id="mapplic-script" src="https://talkerresearch.com/maps/6a5948997e33ab5c8d983edcc9e25ac1/mapplic.js"></script> </mapplic-map> WHICH STATES ARE MOST LIKELY TO BELIEVE CLIMATE CHANGE WILL DEVASTATE THE EARTH DURING THEIR LIFETIME? Please note: states with the same percentage are tied and listed alphabetically 1. Hawaii — 66% 2. Vermont — 59% 3. New Mexico — 56% 4. Washington — 55% 5. Minnesota — 54% 6. Connecticut — 53% 7. Louisiana — 53% 8. Maine — 53% 9. Rhode Island — 53% 10. Colorado — 52% 11. Kentucky — 52% 12. Oregon — 52% 13. Delaware — 51% 14. Georgia — 51% 15. Ohio — 51% 16. Maryland — 50% 17. Massachusetts — 50% 18. Utah — 50% 19. Alaska — 49% 20. California — 49% 21. Michigan — 49% 22. Nevada — 49% 23. New York — 49% 24. Texas — 49% 25. Mississippi — 48% 26. Pennsylvania — 48% 27. Florida — 47% 28. Idaho — 47% 29. Nebraska — 47% 30. Arkansas — 46% 31. Illinois — 46% 32. New Hampshire — 46% 33. South Carolina — 46% 34. West Virginia — 46% 35. Arizona — 45% 36. Iowa — 45% 37. North Dakota — 45% 38. Wisconsin — 45% 39. Montana — 43% 40. New Jersey — 43% 41. Kansas — 42% 42. Alabama — 41% 43. South Dakota — 41% 44. Tennessee — 41% 45. Virginia — 41% 46. Wyoming — 41% 47. Oklahoma — 40% 48. North Carolina — 38% 49. Missouri — 37% 50. Indiana — 36% Survey methodology: This random double-opt-in survey of 5,000 Americans — split evenly with 100 per state — was commissioned by Avocado Green Mattress between March 6 and March 15, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society and the European Society for Opinion and Marketing Research (ESOMAR).