Survey reveals how different generations approach moving
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).
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How are U.S. consumers addressing the changes in their cost of living?
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%).
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Here’s why you probably feel older than you are
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).
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Why ‘hypergamy’ is essential in the modern dating world
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.
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Why over half of Americans say their parent is their best friend
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).
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Americans reveal just how difficult it is to find ‘the one’
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).
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Majority of women care more about being healthy than beautiful
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.
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Half of Gen Z feels like they’re living a double life
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).
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Survey reveals the most crucial step in vacation prep
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).
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Half of Americans concerned about climate change devastation
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.”
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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).
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Average American spends this long looking at dream purchases
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).
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Survey reveals fresh and quick way to calm anxiety
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).
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Survey reveals knowledge gap in fertility issues among women
New research reveals a gap in fertility education for American women including basics of reproductive health, a lack of conversation between women and their healthcare providers about their fertility and misunderstandings around advanced maternal age.
The survey of 2,000 American women aged 18 to 40 showed that seven in 10 (70%) of respondents who have not faced fertility issues before, note that they have never had a conversation with their primary care doctors, obstetricians or gynecologists about their fertility.
Reproductive health topics that have been discussed with doctors by the full group of those surveyed include birth control pills (46%), vaginal health (39%) and how menstrual cycles work (33%).
This is compared to topics on fertility health that have been discussed, like IVF treatment (5%) and IUI (intrauterine insemination) treatments (4%).
Conducted by Talker Research on behalf of The Prelude Network fertility clinics for Women’s Health month in May, the survey revealed that slightly over half of respondents (55%) believe they know enough about sexual intercourse to make decisions about their reproductive future, with a remaining 45% who don’t feel the same.
“The data shows that we as a society aren’t talking enough about female fertility health, and without those conversations, women don’t have the information they need to make empowered, educated decisions about their family building options,” says Lindsey Rabaut, Chief Marketing Officer at Inception Fertility, the parent company of The Prelude Network. “The great news is that there are opportunities to fill in this information gap. It starts with raising awareness about how fertility works and driving home the message that fertility health is women’s health. I wish I had been told more when I was 29 and just starting my career.”
Women feel even less confident about their knowledge of sexually transmitted diseases (28%) or fertility-related topics such as IVF treatment (6%), egg freezing (5%) and sperm donor treatment (3%).
Between female and male bodies, respondents were asked which one they think is the most frequent cause of fertility-related issues.
Results showed that 31% of respondents believe a woman’s body is the cause of these issues compared to just 4% who said male.
More than half (53%) of American women also mistakenly believe that the “advanced maternal age” starts before 35 years old, and 41% feel pressure to have children before this age.
Sixty percent of respondents also think of their biological clock as a countdown to when they can no longer conceive a child and 28% expressed “always” or “often” feeling anxious when thinking about their biological clock.
This has left many feeling regretful, as 32% of millennial women wish that they had planned to conceive a child sooner.
As a result, nearly a quarter of women surveyed (24%) feel that it’s too late, believing at this point in their life, they are not able to have a child.
The reasons they believe this include concern about their health (23%), being too stressed (22%) and having a reproductive disease (19%) — such as endometriosis, a fallopian tube disorder or pelvic inflammatory disease.
Women are also indicating that they are worried about potentially facing fertility issues in the future (38%), with four in 10 women (41%) under age 35 expressing worry about this.
However, Gen Z women are slightly more willing to speak to other women about fertility issues (64%), compared to millennials (61%).
This openness is also shown in their perspectives on fertility treatments with over half (57%) of those surveyed under age 35 expressing that they are more likely to consider a treatment if they are unable to conceive a child naturally, while 47% of those older than age 35 said the same.
“A clear takeaway from this survey is that women express anxiety about their future fertility, but we can lessen this distress – and do a better job of supporting them in their fertility journeys – through education,” says Alice Domar, PhD, Chief Compassion Officer at Inception Fertility, the parent company of The Prelude Network, and the Director of the Inception Research Institute. “By understanding their reproductive health and the family building options that are available today, women can be more proactive in safeguarding their fertility health and increasing their odds of an easy conception and uneventful pregnancy.”
Survey methodology:
This random double-opt-in survey of 2,000 American women aged 18 - 40 was commissioned by Inception Fertility between March 29 and April 8, 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).
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Survey reveals the difference between a trip and a vacation
For most Americans (80%), there is a distinct difference between a “trip” and a “vacation.”
That’s according to a survey of 2,000 U.S. adults, conducted by OnePoll on behalf of Motel 6, with travel plans this summer, which revealed that a “vacation” is most commonly defined as travel for relaxation (53%).
While a “trip” is travel for a purpose, such as an event (32%) or simply getting out of their hometown (30%)
Arriving at the hotel (59%) and getting the first breath of ocean air (47%) are two indications that “vacation mode” is turned on.
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Survey reveals how female small business owners measure success
One in four female small business owners has taken a pay cut in the past year, according to new research.
The survey of 1,000 female small business owners examined how their experience has shifted in the past year and found that the down economy has forced a quarter of these business owners to cut their own pay to keep their businesses afloat.
For those small businesses that have been open for at least a year, many have also raised the price of their product or service (37%), and more than a quarter are actively seeking less expensive resources (27%).
Conducted by Talker Research for Office Depot, the survey found that 53% of female business owners said the past year has been the hardest for their business.
In 2023, respondents expressed challenges with funding (42%) and growing their business (30%), which continue to be the top struggles this year (39% and 30% respectively).
Experiencing fatigue was more of a pain point last year (23%), while marketing is proving to be a greater challenge this year (25%).
However, hard work has paid off for many female small business owners this year, allowing them to reach their 2023 goals: growing profit (goal of 59%, achieved by 26%), gaining more customers (goal of 53%, achieved by 41%) and expanding their business (goal of 28%, achieved by 12%).
And to keep the momentum going, respondents predict they’ll continue to uplevel and succeed through continued revenue growth (63%), gaining more customers (54%) and business expansion (27%).
But success is also about a lot more than dollars and cents. Twenty-one percent of respondents said success is all about making a positive impact in their community and a fifth (21%) included innovation as a success marker.
And while the next year looks to be more positive for female small business owners, there will still be challenges to overcome, with inflation (39%) and funding (25%) serving as the top concerns.
To overcome these challenges, female SBOs are throwing themselves into their work more often — but how much is too much?
Work-life balance improvements have slowed by 15% since last year, as only this year, 58% said their work-life balance has improved since becoming a business owner, compared to 73% who said the same last year.
Women surveyed feel they need to choose between their family and their profession multiple times every month, while one in eight feel this way every week.
And overall, 42% said being a business owner has made it more difficult to balance their outside work responsibilities.
To better balance their work and family life, those surveyed are committed to “cutting back on working hours,” “taking time for quiet reflection” and “being willing to take a day off as necessary.”
For respondents who set up their business in the last year, top reasons include wanting to be one’s own boss (59%), deciding to pursue a passion or hobby (46%) and drive to put an idea into action (41%).
"The number of women entrepreneurs has grown significantly in recent years, and it is our privilege to support these business owners so they can position themselves for future growth," said Kevin Moffitt, executive vice president of The ODP Corporation and president of Office Depot. "Small business is the cornerstone of this country. Our goal is to help every small business succeed."
One in six also shared that compared to this time last year, they are less confident in the long-term health of their business and lack confidence in their abilities.
For many, dealing with difficulties around being a female business owner is the source of this uncertainty, as less than a fifth (18%) of respondents believe they have more opportunities available to them than men.
To help combat this uncertainty, respondents will buckle down and consider their finances (74%), time/work-life balance (59%) and mental health (46%) when setting goals.
“The most successful small business owners are those who have identified the support — employees, vendors, partners, etc. — whom they can trust to keep things moving forward so they can focus on other parts of their lives,” said Moffitt.
CHALLENGES FEMALE SMALL BUSINESS OWNERS FACED
2023 STUDY 2024 STUDY
1. Lack of funds — 42% 1. Lack of funds — 39%
2. Difficulty growing — 30% 2. Difficulty growing — 30%
3. Fatigue — 23% 3. Marketing — 25%
4. Work-life balance — 23% 4. Fatigue — 23%
5. Money management — 22% 5. Networking — 20%
HOW FEMALE SMALL BUSINESS OWNERS MEASURE SUCCESS
2023 STUDY
-1. Growing revenue/profit — 59%
-2. Gaining more clientele/customers — 53%
-3. Scale and expand the business — 28%
-4. Making a positive impact in my community — 25%
-5. Increased brand recognition — 21%
2024 STUDY
-1. Growing revenue/profit — 63%
-2. Gaining more clientele/customers — 54%
-3. Scale and expand the business — 27%
-4. Making a positive impact in my community — 21%
-5. Increased brand recognition — 20%
Survey methodology:
This random double-opt-in survey of 1,000 female small business owners (half of whom are minorities) was commissioned by Office Depot between April 3 and April 12, 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).
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Does being hydrated make you a better person?
Confidence, generosity and productivity: A new study shows the various ways water intake affects work quality, relationships and mood.
According to a recent poll of 2,000 Americans, commissioned by Brio Water for National Drinking Water Week, and conducted by Talker Research, people who are hydrated on a regular basis are more receptive to constructive criticism compared to those who are dehydrated (33% vs. 22%).
Coincidentally (or not) hydrated Americans are also more likely to help a co-worker in need (45%) than dehydrated Americans (40%).
The survey split respondents between those who are properly hydrated on a regular day (68%), those who said they’re typically dehydrated (10%) and those who placed themselves somewhere in the middle (22%).
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What Americans would give up to be pain-free
Three in ten Americans have had zero days completely pain-free in the last month and 28% feel some kind of pain every single day, according to new research.
A survey of 2,000 Americans revealed that nearly half of respondents suffer from chronic pain – whether diagnosed or not.
Over a quarter (26%) of respondents who deal with chronic pain have dealt with it for 13 years or longer.
Conducted by Talker Research and commissioned by Ancestral Supplements, the survey showed that the average American started to feel aches and pains at 37 years old.
Areas of the body where pain is most commonly felt are in the legs (39%), neck (29%) and shoulders (29%).
Other respondents noted that their back was the biggest pain point.
On average, on days when respondents wake up in pain it takes them seven minutes longer to get ready in the morning.
For answers to their chronic pain questions, respondents said they consult their doctors (75%) followed by nearly half (48%) who turn to Google for help.
When asked what frustrates them the most about living with chronic pain, not feeling 100% themselves (43%) followed by being more tired than they used to be (30%), having constant sleep disruption (28%) and having to stop certain activities they love (27%) topped the list.
"Living with chronic pain isn't just about the physical discomfort; it's about all of the disruptions and inconveniences it brings to our daily lives,” said Chris Ricci, Chief Executive Officer at Ancestral Supplements. “From struggling through morning routines to missing out on activities we love, such as spending time with family, and even compromising our careers at work which affects our livelihood, the impact is felt in all aspects of our lives. Our research sheds light on these struggles, emphasizing the urgent need for effective solutions."
To never experience aches or pains again, Americans are willing to give up some things they love.
A quarter (25%) would give up coffee and others are willing to part ways with social media (22%) and even cheese (18%) in order to feel better.
The survey revealed that Americans are willing to pay an average of $1,800 just to get answers on why they are feeling this way.
To ease daily ailments, tactics have been using heating pads (39%), starting to exercise (33%) and taking supplements other than vitamins (25%), according to the research.
Respondents expressed interest in trying the following supplements to help ease their pains: iron, (19%), fish oil (17%), turmeric (16%) and colostrum (10%).
In the end, 80% of those respondents with chronic pain are still looking for a fix to the problem and 78% of them are more likely to try natural solutions before electing for surgery.
"Prevention is key to maintaining overall well-being. As our bodies age, vitality becomes increasingly important,” said Ricci. “Fortunately, there are natural and simple solutions available to support our bodies in this journey. By taking proactive measures, we can mitigate the effects of daily aches and pains, promoting a healthier, happier life. As the saying goes, "Health is wealth," and we embrace that."
Survey methodology:
This random double-opt-in survey of 2,000 Americans was commissioned by Ancestral Supplements between April 12 and April 17, 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).
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Do kids have better taste in books than their parents?
Over half of parents admit their child is more well-read than them, according to a recent study.
And kids agree: Six in 10 kids (59%) confirmed that they do, in fact, have better taste in books than their parents.
A recent poll of 2,000 American parents and their kids, aged 8-17, investigated sentiments around reading habits, popular and classic books, summer reading assignments and why parents weren’t too shy to divulge their kids’ impressive reading accomplishments when admitting their child is more well-read (51%).
According to the survey, parents conceded that their children are better readers because their child reads more books than they do (70%) and their child remembers more of what they read (27%).
A fifth even admitted their child reads higher quality books than they do. Possibly because of this, nearly eight in 10 parents (78%) said their child inspires them to read more.
Commissioned by ThriftBooks for Children’s Book Week and conducted by OnePoll, the study found that exactly half of parents surveyed said they have no clue which authors are prevalent in their child’s literature class even though 53% of kids have summer reading assignments this year.
On average, kids have been assigned to read three books this summer and are reading along with a challenge at their local library (35%), their class at school (31%) or with a book club (13%).
So which type of books spark the most interest in kids? They said action and adventure books (54%), mystery (49%), fantasy (48%) and spooky/horror books (40%).
The majority of kids reported they usually read physical books, with 55% choosing hardcover and 51% choosing paperback as their preferred formats. And only 25% will usually read digitally, via audiobooks or e-books.
When asked what books they’re most excited to read in the future, kids’ top-ranked book was “Charlotte’s Web” (27%), out of a list of commonly assigned books.
This coincides perfectly with parents being most excited for their children to read “Charlotte’s Web” (34%) along with “Charlie and the Chocolate Factory” (32%) and “To Kill a Mockingbird” (29%) in the future.
The most commonly assigned books this year for kids aged 8-13 include a book from the “Diary of a Wimpy Kid” series (36%), a book from the “Harry Potter” series (30%), “Charlotte’s Web” (28%), a book from the “A Series of Unfortunate Events” series (25%), a book from “The Chronicles of Narnia” series (22%) and “Charlie and the Chocolate Factory” (21%).
Kids aged 14-17 are reading “Romeo and Juliet” (32%), “The Diary of Anne Frank” (29%), a book from “The Chronicles of Narnia” series (26%), a book from the “Harry Potter” series (26%), To Kill a Mockingbird (25%), “Adventures of Huckleberry Finn” (24%) and a book from ‘The Hunger Games” series (20%) this summer.
“It’s great to see that the majority of kids plan to complete a summer reading challenge this year and also that kids are reading a fun mix of classic and contemporary books,” said Barbara Hagen, vice president of sales and marketing at ThriftBooks. Not only is reading important for children’s learning and development, but it also impacts parent/child bonding and relationships.”
The study found that, of all figures in kids' lives, they see their moms (63%) and dads (20%) reading the most.
And 82% of parents whose child has a reading assignment this summer said they plan to read along with their child on their reading adventure.
The majority of parents from both age groups plan to discuss books together (57%) and provide a comfortable and quiet reading environment (51%) as a means of motivating and supporting their child to complete their summer reading assignment.
Although 11% unabashedly plan to pay their children to complete their reading.
This year, six in 10 parents (61%) also reported they plan to introduce their child to their favorite book.
And not only are parents excited for their kids to grow in knowledge (48%) and skill (48%) as their reading progresses, four in 10 parents can’t wait for their child to learn more about different perspectives (42%) and to become more cultured and curious about the world (41%).
“For parents with kids doing summer reading, 31% said they’re bonding more with their child because they’re reading together. So not only is reading important intellectually, it’s so important emotionally too,” said Hagen. If you’re not planning to already, set a challenge this summer to read with your child and watch the growth happen.”
Survey methodology:
This random double-opt-in survey of 2,000 American parents with an 8-17-year-old child was commissioned by ThriftBooks between Apr. 4 and Apr. 10, 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).
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One third of working Americans more uninspired than ever
More than a third of Americans have never felt more uninspired at work than they do now (38%), according to new research.
A survey of 2,000 employed Americans found that this lull is translating to their productivity, too, as 38% of respondents are only feeling “somewhat” productive at work.
Four in 10 suburban survey-takers are also experiencing this productivity slump (41%).
Results showed that their work setting plays a role in their productivity and found many are looking to refresh their work routines with breaks and jump-start productivity with community and exercise.
Conducted by Talker Research for Life Time Work, the coworking company for Life Time, the survey found that 37% of those who have a work routine consider it to be stale, especially those who work fully in person (39%).
According to respondents, surroundings matter. Sixty-two percent said that the people and community around their workspace have a positive effect on their productivity.
“Today more than ever, both employers and employees are acknowledging the link between physical activity and mental acuity, and the ability to perform at our best,” said Brooks Hagen, senior director of Life Time Work. “As a result, we’re seeing demand from both team leaders as well as team members for workspaces that are near health and athletic facilities to prioritize being able to incorporate more into their regular wellness routine.”
When they’re in a rut during the workday, respondents said their mood can be improved by getting active and going for a walk (33%) or exercising (19%).
However, a fifth of employed Americans admit they exercise once a week or less (17%).
Nearly two-thirds of all respondents said that being active would make a difference in their ability to be more productive at work (64%).
“The idea of an activity-based workspace design is more relevant than even five years ago,” Hagen said. “Working in a space that actively encourages physical movement throughout the day is healthier and allows for occupants to do their best work. Being part of a community at work also increases satisfaction levels and that passes through to accountability — knowing the people you work out with means you’re more likely to show up.”
But how much can respondents veer from being tied to their work? Thirty-nine percent “always” or “often” struggle to find time for themselves during the workday.
To maximize employee productivity, those surveyed said that offices should have unique areas available like a quiet room (36%) and gym or fitness space (23%).
Similarly, 70% said the environment they work in affects the quality of their work-related ideas and have had a good work-related idea in non-work areas like their bed (33%), a coffee shop (21%) or the gym (14%).
If they had the chance to take more breaks, those surveyed would especially want snack breaks (42%) or mental breaks (35%). One in 10 respondents want more exercise breaks, with hybrid employees being the most likely to want them.
Survey methodology:
This random double-opt-in survey of 2,000 employed Americans was commissioned by Life Time between March 1 and March 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).
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What your favorite morning drink reveals about you
Your entire lifestyle can likely be summed up by what you drink in the morning, according to a new study.
In a poll of 2,000 US adults, split between 1,000 coffee drinkers and 1,000 matcha drinkers, a number of personality and lifestyle differences — and a few surprising similarities — were observed based on their preferred a.m. beverage.
If you are a matcha drinker, you are more likely to wake up early (54%), prefer outdoor activities (26%), be an ambivert, or a balance of introvert and extrovert (46%), and describe yourself as “adventurous” (29%).
Commissioned by Califia Farms and conducted by OnePoll, the study found, by comparison, more than half of coffee drinkers prefer to sleep in later (53%), prefer indoor activities like watching movies (38%), and are more likely to be an introvert (42%).
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Would you work remotely on vacation?
Is the “hush workcation” the new vacation trend? Nearly a third of Americans admitted they’ve worked remotely on vacation without telling their bosses.
The poll of 2,000 employed Americans — split evenly among travelers and hotel workers — found 52% of them would use their vacation travels as a chance to work remotely and 29% have done so without notifying anyone at work.
Close to four in 10 (39%) explained it was simply because they like what they do for work. Meanwhile, others would work on vacation to hit an important work deadline that overlapped with their vacation time (28%) or to save on their PTO (26%).
And for many others, traveling for work opens the door to other opportunities: nearly half (48%) have extended their work trips into vacations at their destination.
Commissioned by Mews, a hospitality cloud system, and conducted by OnePoll, the study reveals that four in five working Americans would be willing to work remotely from their hotel.
While working from the comfort of one’s hotel room is the top preference (69%), a quarter of respondents said they would prefer to work remotely from the hotel pool or spa, and nearly 25% chose a hotel bar or restaurant.
Three in four travelers (74%) and hotel workers (75%) agree that Americans are prioritizing travel more this year than last.
Seventy-nine percent are planning all their travels for the year “as soon as they possibly can” and estimate they’ll take a total of 11 trips in 2024.
Among the trips planned are three vacations and three family trips; alongside three work trips and two “bleisure” trips — combining business with leisure — for employed respondents.
Hotel workers are prepared — they claimed guests traveling for work or bleisure are the easiest to cater to (83% and 76%, respectively). They anticipate the guests will tip more (39%), extend their stay more frequently (38%), and use hotel amenities more (31%) in the year ahead.
Nearly a third of guests stated a perfect hotel would have keyless room entry (34%) and in-room smart home devices (43%) and nearly one-fourth would prefer mobile room entry (27%) and digital ordering (24%).
The study also found that hotel workers anticipate guests to use technology more in 2024, with a fourth expecting them to check in more frequently via a hotel website, app or digital kiosk compared to previous years.
More than 40% of travelers stated they prefer to check in via a hotel’s website, app or digital kiosk, and nearly 80% said they would be willing to stay at a hotel that had a completely automated front desk or self-service kiosk.
A third (36%) admitted they have turned to AI for recommendations while booking travel.
“Technology enables our teams to gather robust guest information before they arrive at one of our locations, which empowers our customer service teams to create unique 'excite and delight' opportunities for guests, resulting in powerful moments and lifelong memories for our guests,” commented Ryan Krukar, VP sales & marketing at Gravity Haus. “Identifying and understanding a guest's needs before they arrive at one of our locations and going above and beyond for guests is key in delivering authentic hospitality and provides additional value and comfort while simultaneously immersing a guest in the unique culture of the destination they are visiting.”
The study also found that a large majority of hotel staff surveyed (85%) saw locals come to their hotel to use the amenities, often to get access to the hotel pool (47%), restaurants (43%), lobby (39%), gym (31%) and parking (26%).
Local amenities appear to go both ways — 79% of hotel workers said guests “always” or “often” ask for local recommendations.
“The most innovative hotels are moving away from a room-centric vision of hospitality into one which embraces experiences, communities and lifetime brand relationships,” said Richard Valtr, founder of Mews. “They offer different spaces and amenities, from coworking to yoga classes and bike rental, paying close attention to what each guest needs.”
“We love it when hotels use technology to solve their operational pain points and create immersive and truly remarkable guest experiences.”
ACCORDING TO TRAVELERS IN THE US, WHAT SHOULD “PERFECT” HOTELS OFFER?
1. Fast Wi-Fi - 70%
2. A king-sized bed - 55%
3. Having a smart TV - 54%
4. Being near attractions - 48%
5. An in-building restaurant - 47%
6. A fitness center/gym - 38%
7. Online or self-service check-in/check-out - 37%
8. A personal hot tub - 37%
9. A personal bathtub - 37%
10. A spa - 36%
Survey methodology:
This random double-opt-in survey of 1,000 American travelers and 1,000 American hotel workers was commissioned by Mews Systems, Inc. between January 30 and February 8, 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).
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Why IT workers aren’t afraid of AI
Over half of IT workers feel overwhelmed by the amount of tasks they have to do in a day.
The international poll of 1,000 U.S.-based, 250 U.K.-based and 250 India-based IT decision-makers found 58% overall feel overwhelmed — 78% in India, 60% in the U.K. and 53% in the U.S.
On any given day, the average IT worker only has the capacity to support 85% of the tickets they receive. And while roughly half are easy for IT teams (50% in the US, 48% in the UK, and 46% in India), nearly one-third (29%) of tickets are considered difficult to resolve.
IT workers also reported they are frequently responsible for a range of additional tasks within their organization, which may contribute to feeling overwhelmed.
Respondents said they are responsible for addressing cybersecurity issues (39%), internal security issues (26%), and lack of budget (25%).
But, according to the study commissioned by GoTo and conducted by OnePoll, AI (artificial intelligence) is increasingly coming to the rescue of IT teams and is likely to continue evolving the way they work in the years ahead.
A large majority of respondents (92%) would consider the use of AI beneficial for work and 94% say they would be willing to delegate simple tasks to AI. Seventy-three percent would also be willing to delegate even complex tasks to the technology.
On average, IT workers believe delegating tasks to AI could save them more than two hours of work during any given workday.
Four in five (83%) believe it would be easy for them to offload their simpler tasks to AI. In fact, the potential of AI has caused 93% of IT leaders to consider upskilling in order to leverage the technology in their day-to-day tasks.
The most commonly reported tasks IT teams are looking to offload to AI included monitoring network performance (44%), basic device troubleshooting (42%) and remediating basic problems (40%).
“Despite many feeling overwhelmed, we’re excited to see how IT decision-makers are seeing AI as a beneficial tool that they can use to make IT easier to manage,” said Olga Lagunova, Chief Product and Technology Officer at GoTo. “Many people see AI as this scary entity, capable of taking their jobs. But what this data tells us is that there are many people in this industry across the globe who see it as a way to make their own workloads easier.”
The survey also revealed 73% of IT teams already use AI, and 61% of those who don’t are planning to adopt it in their organization within the next 12 months. Sixty-five percent said their team is directly responsible in deciding if their organization will use AI in the future.
In adopting AI, many shared how they believe their roles will be affected over the next 10 years: having more time to focus on higher-priority tasks (48%), more efficient ticketing workflows (43%), and additional IT team responsibilities (41%).
If AI were able to manage certain tasks on their behalf, respondents would spend more time working on improving their organization’s IT infrastructure (55%), focus on more difficult tickets (46%), or improve their organization’s security (42%).
In the US, 44% would aim to improve their organization’s security. Meanwhile, many in India (48%) and in the UK (36%) would take the time to focus on their professional development.
“There’s no denying that there’s still a lot for us to learn about AI and what it can do,” continued Olga Lagunova. “What’s important to keep in mind is how people in the IT industry are keeping themselves properly up to date and informed on the best practices of AI in their workflow. And we believe that it’s going well.”
Survey methodology:
This random double-opt-in survey of 1,000 U.S.-based IT decision makers, 250 U.K.-based IT decision makers, and 250 India-based IT decision makers was commissioned by GoTo between Feb. 28 and Mar. 8, 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).
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One-fifth of Americans think about next vacation while on vacation
One in five Americans are “always” thinking about planning their next vacation while on vacation, according to new research.
A survey of 2,000 adults who travel found that one in five long to be on vacation again the day they get back (21%) and another 27% said this feeling sets in within a week.
The average person spent 11 days on vacation in 2023.
Looking ahead, the average American wants to spend 15 days on vacation in 2024 and, if they had unlimited PTO, they’d want to spend 18 days.
Although just a quarter of respondents said they travel more than the average person they know, 46% want to be known as a frequent traveler by others in their life.
Conducted by OnePoll for timeshare brand Club Wyndham, the survey found that 89% of those surveyed said vacation reduces their stress levels, even temporarily, with 84% saying a vacation can relax them and decrease stress for up to two whole weeks upon returning.
A majority of respondents said that they consider vacations as a form of self-care (86%).
Similarly, eight in 10 would be interested in a “do-nothing” vacation where they sit by the pool, beach or inside reading a book or relaxing.
“According to the survey, more than 70% of potential travelers count down to their vacation, and a majority long to travel again just one week after returning home,” said Annie Roberts, senior vice president of club and owner services at Club Wyndham.
“With today’s travelers often putting a great deal of time and thought into the trip planning and dreaming stages to ensure a vacation that is well tailored to their interests, it’s not surprising that they want to experience the ‘vacation glow’ again and again.”
To make sure they get what they’re looking for, those surveyed go to great lengths to plan their vacations.
Respondents want to steer clear of discomforts like sharing a bathroom with others (27%) and want to avoid situations where they would have difficulty sleeping (27%).
Nearly a quarter of travelers said sharing a hotel room isn’t ideal and the same percentage said small hotel rooms were a dealbreaker (23%, each).
Most Americans surveyed said that when on vacation with others, they prefer having their own or extra space to spread out (79%), including 82% of parents.
If they had their dream hotel room, respondents would make sure there was Wi-Fi (55%), a private balcony or outdoor area (41%), a large bedroom (37%), a large bathroom (33%) and a full-sized kitchen or kitchenette (32%).
“With nearly a third of respondents (29%) spending most or all their time at their hotel or resort while on vacation, it’s clear that travelers deserve more than just a place to sleep,” said Roberts. “People want to ensure their vacation decisions bring them quality, consistency and peace of mind for their entire experience. Accommodations that actually enhance your vacation, like separate bedrooms, bathrooms and full-sized kitchens, offer travelers a special luxury — the chance to gather comfortably to enjoy shared moments that become lifelong memories.”
Survey methodology:
This random double-opt-in survey of 2,000 Americans who travel was commissioned by Club Wyndham 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).
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How hard is it for Americans to live sustainably?
A new survey found that one in six Americans admit they’re not well-informed about the ingredients in their commonly used products, with Gen Z feeling the least informed (19%).
The poll of 2,000 Americans, which looked at their efforts to be sustainable in their everyday lives, found that it’s harder than it may seem. More than half of respondents believe it’s “near impossible” to live guilt-free in their homes when it comes to sustainability (57%).
Forty percent of those surveyed consider their lifestyle “somewhat environmentally friendly,” while 28% said they are living a “very environmentally friendly” lifestyle, especially millennials (42%).
Part of living sustainably, according to 73% of those surveyed, is the importance of knowing the ingredients in the products you use often.
Millennials (79%) and baby boomers (65%) are particularly keen on understanding what’s in their products, and thus in their homes.
Yet, the survey conducted by OnePoll for Seventh Generation found that just 14% of all Americans surveyed said that sustainability is a priority when shopping around.
Of all the different items that they use to care for their home, respondents narrowed the absolute necessities down to trash bags (70%), dish soap (67%) and laundry detergent (65%).
However, the survey found that a quarter of Americans haven’t considered the impact these products have on the environment.
Respondents weren’t aware that common household items may contain fossil fuels like toothpaste (39%), which contains poloxamer 407 a petroleum derivative that helps make oil-based products dissolve easier in water.
Thirty-five percent of those surveyed didn’t know plastic dishes were composed of refined natural gas and oil (35%), and 26% weren’t aware that laundry detergent contains chemicals created from petroleum.
They were most surprised to discover toothpaste (51%) contains these materials, while another 36% were surprised to learn this about laundry detergent and 32% didn't expect candles to contain these kinds of traces.
“Many consumers don’t realize that many ingredients in conventional household products are petroleum-based,” said Alison Whritenour, CEO of Seventh Generation.
“Green chemistry has come so far and it’s completely possible to make plant-based products that will clean like conventional products. Choosing plant-based products is one simple way people can lessen their impact on the environment without sacrifice.”
Nearly half of Americans said that it shouldn’t fall on consumers to worry about the safety of the products they purchase (48%).
In fact, nearly four times the number of respondents believe that brands are more responsible for product safety as opposed to consumers (45% vs. 12%).
Similarly, 42% believe that consumers should be able to expect environmental friendliness when making purchases without having to do extensive research.
While 45% aren’t sure that it’s possible to avoid fossil fuels completely within their home, two in three want to try to live more sustainably.
To get there, six in 10 want to eliminate unsustainable products from their home.
Fifty-five percent of respondents would switch the products they use to live a 100% environmentally friendly lifestyle, with 45% expressing their willingness to pay more for sustainable products.
Some would go to further extremes, saying they would only watch TV using one streaming platform (23%) or only drink water forever (18%) if it meant they’d be living more sustainably.
The top product Americans would have a hard time giving up, even knowing it can be unsustainable, is laundry detergent (19%).
“Americans don’t have to give up their favorite common household products to live more sustainably,” said Whritenour. “There are plant-based brands that are labeled USDA Certified Biobased with a wide variety of household cleaning and personal care products that provide effective alternatives for consumers to use every day.”
Survey methodology:
This random double-opt-in survey of 2,000 general population Americans was commissioned by Seventh Generation between August 16 and August 21, 2023. 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).
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Most cat owners know very little about their feline friends
According to new research, cat owners still have a lot to learn when it comes to knowing all about their cat counterparts.
Even though nearly all cat owners (92%) believe they’re knowledgeable about cats, as part of a recent poll of 2,000 American cat owners, most don’t know basic facts about their feline — or its health needs.
Cat parents, on average, gave themselves a four out of five rating for how well they take care of their cat and reported they believe their cats would also give them a four out of five for being superb owners.
Yet, within the survey, cat parents confessed that, on average, they forget to fill up their cat’s water twice per week and even forget to feed their cats three times per week.
Commissioned by PetSafe and conducted by OnePoll, the study found that only 17% of respondents knew that cats have 18 toes and almost half (46%) didn’t know that many cats are lactose intolerant — debunking the popular image of a cat enjoying a bowl of milk.
The majority (56%) were unaware that cats purr due to both pleasure and distress and only a fifth (20%) knew that cats share 96% of their DNA with tigers.
The survey also found knowledge gaps on the more serious topic of hydration: More than four in ten (47%) didn’t know that cats tend to drink more water if it’s running and not still or stagnant.
And more than three-quarters (86%) also reported that their cats are sufficiently hydrated on a regular basis, yet three in four (75%) didn’t know that cats should drink roughly one ounce of water for every pound they weigh, per day.
The poll found that although six in ten cat parents (59%) admit they believe it’s healthier for their felines to drink filtered water versus unfiltered water, only 34% follow through and give their cats filtered water on the regular.
“By how well cat parents score themselves in terms of pet parenthood, it is obvious how much owners love their furry friends — there’s no doubt about it. The research found that seven in ten (69%) even said they can tell what their cat is thinking, even if they can’t communicate using words. But it also revealed some room for improvement in knowing about cats, so we can better take care of these furry companions,” said Janna Chollet, senior marketing manager at PetSafe. “With warmer months approaching, it’s important that cat parents have all the information they need to care for their cats, especially when it comes to hydration.”
Four out of five cat owners (79%) said their cats drink most of their water out of a bowl, 23% reported their cats mostly use a fountain to stay hydrated, and for cat parents who chose a bowl over a fountain, reasons for doing so included that it’s what their cat is used to (47%), it’s easy to fill up (44%) and it’s easy to clean (37%).
And even though 47% of all surveyed didn’t know that cats tend to drink more water if it’s running, almost seven in ten cat parents whose cats use a water bowl (68%) said they’d be likely to choose a fountain as their cat’s water source in the future if it could be proven that cats drink more water if it’s running and not still or stagnant.
For parents that prefer for their cats to drink out of a fountain, the top reasons for doing so was that their cat is attracted to running water (52%), the water is cleaner, fresher and healthier for their cat (43%) and they have more peace of mind knowing their cat has clean water (40%).
Cat parents who opt for a fountain said the most frustrating parts about cat fountains are being concerned it will stop working while they’re out of the house (31%), the amount of cleaning required (29%), expensive replacement filters (27%) and scrubbing mold out of the fountain (27%).
“Because cats add so much love to our lives and are mostly dependent on us, as owners, to meet their needs, we need to do our very best to take excellent care of them,” said Chollet. “Staying hydrated is the foundation of health so we encourage cat parents to choose a hydration solution that provides enough fresh, clean, running water for their furry friend since we know that cats drink more water if it’s moving. Hydrated cats are happy cats.”
Survey methodology:
This random double-opt-in survey of 2,000 American cat owners was commissioned by PetSafe between Mar. 22 and Mar. 30, 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).
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