A majority of Americans say credit card rewards are very important to them, make them want to use their card more
REPORT: A new GigaPoints/Ipsos poll finds that six in ten Americans agree that credit card rewards are very important to them, with cash back standing out as the preferred type of reward. Read more here.
Nearly two-in-three Americans now say they’re likely to get the coronavirus vaccine
REPORT: The number of Americans who want the first generation COVID-19 vaccine has reached a new high point: 60 percent of Americans now say they’re likely to get it, according to the Axios-Ipsos Coronavirus Index. And more Americans want to get the vaccine quickly: Since mid-December, there has been a 10-point increase in those saying they want it “as soon as it’s available.” Read more here.
Video: What real Americans think of the attack on the U.S. Capitol
REPORT: While most Americans do not support the attack on the U.S. Capitol last week, divisions still remain. Those nuances come to life in our latest edition of “America in Flux,” our ethnography-based video series where real Americans share their reactions and thoughts with Ipsos. Read more here.
The creative powers of holiday advertising
REPORT: For the 2020 holidays, advertisers tapped into seasonal sentiments heightened by an emotionally charged year. We analyzed ads from 2020’s holiday season to see how well marketers fared, measuring their performance against five creative principles, or “powers.” Read more here.
More than half of Americans want President Trump out of office before inauguration day
REPORT: Over half of Americans believe Donald Trump should be removed from office before his term ends as two-thirds give him a good amount of the blame for the rioting that occurred in Washington, D.C. this week, according to a new ABC News/Ipsos poll. Read more here.
Cliff’s Take: The wheels fall off the Trump bandwagon
REPORT: America has rejected the violent events of the past few days in a national moment of clarity, and Trump has been momentarily chastened, writes Ipsos U.S. Public Affairs President Cliff Young. Was he moved by the turning tide of public opinion? Or is Trump’s conversion borne out of his social media time-out? Read more here.
A majority of Americans want Donald Trump removed from the presidency
REPORT: The latest public opinion poll from Reuters/Ipsos finds that, following people breaking into the Capitol building, 57% of Americans say that Donald Trump should no longer be president. This includes 44% who believe he should be removed, either by way of impeachment (14%) or the 25th Amendment (30%), and an additional 13% who say he should resign. Forty-three percent say he should continue as president until the end of his term. Read more here.
U.S. consumer sentiment rallies as federal coronavirus relief plan materializes
REPORT: In the new year and with another round of stimulus checks approved, consumer confidence indexes at 53.5 in this week’s Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker, an increase of 3.4 points from our last 2020 reading one week before Christmas. Read more here.
America is united in opposition to the pro-Trump mob that assaulted the U.S. Capitol
REPORT: In snap polling conducted the evening of January 6 as the events in the U.S. Capitol unfolded, Ipsos finds that the large majority of Americans oppose the protestors who broke into the U.S. Capitol as Congress made Joe Biden’s election official – and half see it as an attempted coup. Read more here.
11 charts that defined 2020
REPORT: 2020 was the year that the word “unprecedented” first became ubiquitous, and then overused, as the nation struggled to keep pace with the rapidly evolving events of the day. From a global pandemic, to economic free fall, to widespread protest against racial inequality, the improbable and unforeseen became our lived reality in 2020. Ipsos tracked the evolution of the most critical and relevant trends in public opinion as they unfolded. To celebrate the close of 2020, we summed up the year in charts. Read more here.
How public belief in COVID conspiracy theories and misinformation evolved in 2020
REPORT: A significant number of Americans still do not believe that the virus is much more deadly than the seasonal flu, hold doubts about the “true” number of Americans who have died as a consequence of the virus, and believe conspiracy theories about the origins of the virus. Read more here.
More than 1 in 3 Americans believe a ‘deep state’ is working to undermine Trump
REPORT: A strong majority of Americans are concerned about the spread of false information – and specifically that information they receive on social media is not accurate, according to a new NPR/Ipsos poll. However, there are also signs that recent misinformation, including false claims related to COVID-19 and QAnon, are gaining a foothold among some Americans. Read more here.
After virtual school and chaotic childcare, parents hope 2021 will be better
REPORT: Heading into the new year, parents are feeling more optimistic about how 2021 will treat them: They are more likely than people who don’t have kids to believe that next year will be better for their physical health, personal finances, home, and mental health. That might be in part be because, in a lot of ways, many families feel that they have already hit the bottom: Juggling childcare, financial pains, and the pandemic has led to anxiety and stress for many parents. Read more here.
U.S. and U.K. are optimistic indicators for COVID-19 vaccination uptake
REPORT: New Ipsos-World Economic Forum survey following the release of a vaccine in the U.S. and U.K finds intentions to get vaccinated up in both countries, but down in several others as many worry about side effects. Read more here.
43% of Americans think airlines prioritize profits over passenger safety
REPORT: As the Boeing 737 Max returns to the skies amid the coronavirus pandemic, one-fourth (26%) say they are likely to fly in a 737 Max jet right now, and 37% say they would be likely to do so once it has been in the air for 6 months or more, according to a new Reuters/Ipsos poll. Of nine considerations when buying an airline ticket for personal travel, ticket price (41%) and COVID-19 safety measures (24%) are the most important things (ranked #1) for passengers. The plane's maker and model is lower: 64% ranked it as 7, 8, or 9 on the list. Read more here.
Americans optimistic about 2021 but split on a quick return to normal
REPORT: As 2020 draws to a close, a global Ipsos survey reveals that nearly all Americans agree it was a bad year for the country, and two-thirds say it was a bad year for their family. Nonetheless, Americans are optimistic about 2021, with majorities foreseeing a strong global economy and the availability of a COVID-19 vaccine. Less than half though think life in the United States will return to normal in 2021 after the effects of the COVID-19 pandemic, and even fewer predict increased social tolerance. Read more here.
Trust in American institutions took a hit in 2020. Will next year be more of the same?
REPORT: This year, people had to rethink core parts of living – grocery shopping, seeing friends and family, how or where to work – to accommodate a virus and all the amorphous risks that go with it. But when people turned to government agencies and political leaders for answers, the response was confusing and often layered with partisan politics. Read more here.
Most COVID-19 survivors report experiencing severe or moderate symptoms
REPORT: Axios and Ipsos re-contacted people who said they had tested positive for COVID-19 in one of the Axios-Ipsos Coronavirus Index surveys, in order to better understand their personal experiences with the virus. This firsthand account of COVID-19 survivors shows that most experienced very severe or moderate symptoms, and around two-thirds report being likely to get the vaccine (compared to around half of the general public). Moreover, a majority report taking the virus more seriously as a result of their experience. Read more here.
Happy holidays from Ipsos
As 2020 draws to a close, Ipsos wishes you and yours a happy ending. Watch our holiday greeting here.
Anxiety, stress and loneliness: COVID’s toll on the lives of workers
REPORT: A new global Ipsos survey for the World Economic Forum finds about half of working adults saying they have experienced increased anxiety around job security (56%), stress due to changes in work routines and organization (55%) or to family pressures such as childcare (45%), or difficulty finding a work-life balance (50%), as a result of the COVID-19 pandemic. Read more here.
Post-election, patterns of news consumption look different
REPORT: Patterns in news consumption are evolving after the 2020 presidential election. The number of Americans who turn to Fox News, social media, or other digital sources as their main source of news is down, compared to earlier this year. Read more here.
The honeymoon is over before inauguration for President-elect Joe Biden
REPORT: Biden’s honeymoon is over even before wedding day. Presidents in more optimistic decades could expect to begin with approval ratings well in the 60 or 70 percent range. Not so today, as his approval rating has ticked down from 60% to 53% in less than a month. This is the effect of our hyper-partisan world, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
Webinar, Jan. 28
Creating compelling storytelling with thought leadership research
WEBINAR: For more than 40 years, we've worked hard to build the Ipsos polling brand to mean accuracy, truth and insight. Because it matters. To us and to our clients who have something to say. Join us for a complimentary webinar to hear how thought leadership research can help your organization move forward. Learn more and register here for the complimentary webinar.
Webinar, Jan. 27
America in Flux: Looking ahead to 2021
WEBINAR: Throughout the pandemic, Ipsos’ Ethnography Center of Excellence has sought to understand the human stories behind the data, following households in 5 states from May through December 2020 as part of the America in Flux digital ethnography project. As we charge forward into 2021, we look back at what we learned over the course of the study, exploring how our respondents navigated everything from lockdowns and illness to back-to-school, questions of racial injustice, COVID holidays, and more. Learn more and register here for the complimentary webinar.
8 social insights that defined an extraordinary year
REPORT: Ipsos has tracked COVID-related social topics since the spring, with the goal of unveiling consumer-led insights that would help shed light on the human experience of living through these times. Explore the top social themes in 2020 featuring the highs, lows, disruptions, innovations, and coping mechanisms that helped define the year, including key takeaways for brands moving into 2021. Read more here.
What Worries the World? The answer is still, predominantly, coronavirus
REPORT: Almost half of people surveyed by Ipsos across the world (47%) say that COVID-19 is one of the top issues facing their country, level with last month. This is the ninth month that the virus has occupied the top spot, following its first inclusion as a survey category in April 2020. Read more here.
What you might have missed in 2020
REPORT: This has been a year of momentous change – real and anticipated. As we pause to reflect at the end of the year, we present some Ipsos research highlights you may have missed during the dizzying events of 2020. Read more here.
The best and safest brands for curbside holiday shopping are Walmart, Target, Nordstrom, Kohl's and Dick's Sporting Goods
REPORT: As holiday shopping reaches a fever pitch and COVID-19 cases reach all-time highs, many consumers are looking for high-quality, contactless shopping experiences. Using the Ipsos’ Mystery Shoppers’ findings, this new report reflects how major U.S. retailers have continued to adapt to the pandemic and invest in their e-commerce infrastructure – specifically their curbside pickup offerings – as holiday shopping surges. Here's who performed the best. Read more here.
How gerrymandering hurt Democrats this decade – and why they might take another hit in the next one
REPORT: Why is it so hard for Democrats to win? One sign points to how our congressional maps are drawn. Some argue that gerrymandering provides structural advantages for Republicans. Read more here.
Most Americans believe familiar foods can bring normalcy this strange holiday season
REPORT: A new fairlife/Ipsos poll finds that many Americans will turn to food for comfort this holiday season, with 85% agreeing that traditional holiday foods can help to reestablish normalcy this holiday season and a similar proportion saying that no matter what else is different this year, their favorite holiday foods are something they will be enjoying. Read more here.
A third of Americans expect to keep working from home after the COVID-19 vaccine rolls out
REPORT: More than a third of Americans (35%) say they expect to maintain the workplace flexibility they have grown accustomed to during the pandemic, according to new data from the Ipsos Coronavirus Consumer Tracker. The data comes as the first coronavirus vaccines roll out in the U.S., giving workers a clearer vision of their own futures. Read more here.
Just one-in-three Americans now believe that America is ‘great’
REPORT: The number of Americans who believe the nation is “great” fell from 51% in 2017 to 37% as 2020 draws to a close. Democrats and independents drove the decline: The number of Democrats who see the country as “great” was more than halved from 2017 to 2020, while the number of Independents feeling this way dropped by 15 points. Republicans, by contrast, are still much closer to where they were at the start of the Trump era. Read more here.
People who didn’t vote in this election were apathetic, rather than facing structural barriers
REPORT: Rather than perceived structural barriers or other concerns about voting (like contracting COVID-19), the main reason non-voters do not engage in the process is because they don’t think it matters, according to a new Medill School of Journalism/Ipsos/NPR poll focused on non-voters. Furthermore, differences in voting behavior also extend to wider social circles: Non-voters are significantly less likely to say they have friends or family who vote regularly. Read more here.
Americans prioritize frontline workers for coronavirus vaccine
REPORT: As the first coronavirus vaccine reaches approval for use in the United States, a new ABC News/Ipsos survey finds that Americans prioritize getting the vaccine to health care workers, first responders, and those most at risk. When it comes to themselves, most Americans say they are likely to get the vaccine eventually, but people are split on getting it as soon as possible versus waiting a while. Read more here.
Why the time is right for brands to review their strategy and the foundational insights on which it's based
REPORT: In a time of profound internal and external contextual change, where people are pausing to re-prioritise, brands need to adapt to deliver against different consumer decision criteria and expectations.
So, what about your brand? Are you still making decisions based on what might be outdated, pre-pandemic insights? Read more here.
Americans are getting much more eager to get the coronavirus vaccine
REPORT: Americans are becoming more open to taking a future vaccine as fears about the virus tick upwards. Some signs of reluctance still linger, however. While the majority of Americans are willing to take a vaccine that has been vetted by pharmaceutical companies, approved by public health officials or has been on the market for a few months, just under half are willing to take a first-generation version. Read more here.
Americans agree 2020 was bad. Here’s who had it worst.
REPORT: It’s official: 2020 was a bad year. Ipsos asked Americans to rank 2020 on a scale of 1 to 10 and confirmed that’s not just you or the memes scattered across social media – a full 15% of Americans ranked their personal 2020 as only a 1 or a 2, according to new data from the Ipsos Coronavirus Consumer Tracker. By contrast, only 6% ranked 2020 as a 9 or a 10. Read more here.
Cliff’s Take: There's new ambivalence about American greatness
REPORT: We asked Americans if the country is great – and it appears American exceptionalism has taken a hit. Is this because of COVID or Trump? Whatever the answer, it all depends on whether you wear red or blue. Read more here.
Telemedicine is here to stay – but in what way?
ON-DEMAND WEBINAR: COVID-19 has shifted the paradigm of healthcare provision, turning medical visits that were once widely done in-person into a completely virtual experience for both physicians and patients. Join Ipsos’ healthcare experts for a complimentary webinar as we share highlights from our recent studies, including tips for marketers on a path forward. Watch the webinar here.
Are we ready to get back to public transportation and ridesharing?
ON-DEMAND WEBINAR: As we get into the fall and comfortable with COVID-19 protocols, how does that impact use of public transportation and shared based transportation services? What is needed to get consumers comfortable to use them again? Join us as we compare information from 2019 to 2020 to illustrate the changes of preferences and behavior, highlighting what companies need to do to adapt to changing consumer needs. Watch the on-demand webinar here.
Nearly two-in-five Americans have a New Year’s resolution planned for 2021
REPORT: Nearly two-in-five Americans already have a resolution planned for 2021, and three quarters of those people say COVID-19 had an impact on what they’re resolving, according to a new Urban Plates/Ipsos poll. Read more here.
Webinar, Jan. 26
How consumers' values affect the way your brand is perceived
WEBINAR: Ipsos research shows the majority of consumers now feel that brands taking a stance on social issues is an important part of being a "great brand." So if purpose is an expectation of business, are businesses perceived to be doing enough? In this complimentary webinar, we will share recent insights from Ipsos online communities and social intelligence addressing the relationship between personal values and brand perception, and dive into learning to help brands bridge intent with action. Learn more and register here.
Webinar, Jan. 21
How the explosion of streaming has changed audience insights, content strategy and content promotion
WEBINAR: To say that content distribution models are changed forever by the explosion of streaming in the pandemic is an understatement. Join us for a complimentary webinar as our media development and audience measurement experts unveil two products that will help studios, content platforms and marketers simplify these complexities. Learn more and register here.
Webinar, Jan. 19
DIY research: Everybody's doing it. Are you?
WEBINAR: As researchers, you need to ensure you keep a pulse on your consumers. Trusted data has always been a critical component in your research, but now, more than ever, speed, simplicity and cost-effectiveness are equally as important. Stay ahead of the competition – join us for a complimentary webinar to learn how our quick-turn, cost-effective ad-hoc solution, FastFacts, can help you achieve your research needs. As an added bonus, we’ll share data about the pandemic’s impact on relationships – friendships, dating, marriage, and more. Learn more and register here.
For Biden, the affluent are key to economic success
REPORT: With the possibility of one or more COVID-19 vaccines becoming available soon, U.S. consumer confidence will depend on the next administration addressing issues that are critical to affluent Biden and Trump voters. Economic revitalization will depend on Biden’s ability to reassure Trump supporters they should continue with plans that will propel the U.S. economy. Read more here.
Cliff’s Take: Americans adapt for the gloomy winter ahead
REPORT: More Americans have died from the virus than in all the wars since 1946. Vaccines are on the horizon. Maybe not in time for the holidays. But some hope in a sea of gloom. Humans – that is to say, us – are extremely resilient, adaptive creatures. But such adaptations have their costs – mental, emotional, spiritual, and physical. The virus will leave its mark on our social genome, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
U.S. consumer sentiment is either stagnant or falling across the board
REPORT: With no stimulus plan in sight and an ongoing surge in new coronavirus cases, consumer sentiment is static or falling across all indices in this week’s Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker. Read more here.
There's broad, bipartisan support for state-mandated public mask usage
REPORT: The latest Newsy/Ipsos poll reveals the overall popularity of mask mandates, with far more support for decisions being made at the state level – not by federal officials. Read more here.
How COVID is changing the holidays: More online and local shopping, but fewer people getting gifts
REPORT: Two-thirds of Americans say they’re doing more of their holiday shopping online this year during our first COVID-19 holiday season, according to new data from the Ipsos Coronavirus Consumer Tracker. But that’s not the only way the pandemic is shaking up holiday celebrations: Americans are also planning to shop locally more, give gifts to fewer people, buy more decorations and spend more time putting them up. Read more here.
A majority of Americans approve of how Biden is handling his position as president-elect
REPORT: Following the Thanksgiving holiday, the latest Reuters/Ipsos Core Political survey shows a majority of Americans continue to say that the country is headed off on the wrong track, and fifty-eight percent of Americans approve of how Joe Biden is handling his job as president-elect. Read more here.
Americans are more satisfied with their healthcare than people in other countries, but rank cost as No. 1 problem
REPORT: Seven in ten Americans surveyed (71%) say the quality of the healthcare they and their family have access to is good or very good, compared to a global average of just 50%. However, views on access to healthcare tell a different story, as Americans are especially likely to agree that many people in their country cannot afford good healthcare – 69% vs. an average of 59% across all 27 countries surveyed. Read more here.
How we can save the experience economy amid COVID
REPORT: Though recent news of highly effective vaccines appears promising, it remains to be seen how soon a critical mass of people will have access to – and receive – the coronavirus vaccine. This means that organizations that rely on in-person experiences like education, retail, restaurants, entertainment and travel, will still face significant challenges well into 2021. Our research identifies many of the services Americans will return to once closures and restrictions end. Read more here.
Why a COVID-19 vaccine could shake up the marketing world – again
REPORT: A post-vaccine era may lead to expectations that consumers will return to old habits, like going to movie theaters. But does it make sense to expect that? Read more here.
Higher education is widely expected to move online
REPORT: A new global Ipsos survey for the World Economic Forum finds seven in ten adults globally (72%) thinking that, five years from now, higher education in their country will be conducted online at least as much as in person. Read more here.
'What Worries the World?': COVID-19 is the biggest concern for the eighth month in a row
REPORT: Global concern about coronavirus is once more on the rise. We approach the end of the year with almost two-thirds across 27 nations saying that things in their country are on the wrong track. Read more here.
Most Americans report changing Thanksgiving plans
REPORT: The Axios-Ipsos Coronavirus Index shows that vaccine willingness is growing as Americans prepare to stay home for the holiday and beyond. Read more here.
Americans have a darker outlook on the economy and spending heading into the holidays
REPORT: With unemployment still at record levels and no additional federal support forthcoming, Americans on both sides of the aisle are preparing for a less exuberant holiday season. Read more here.
Americans are getting ready for new COVID-19 restrictions – and buying more packaged food
REPORT: As the fall wave of the coronavirus shatters records, more Americans are preparing for restrictions that are rolling out across the country again, according to Ipsos’ Coronavirus Consumer Tracker. For many, that affects how they buy food. Read more here.
The COVID-19 crisis is hitting women much harder than men
REPORT: The pandemic's effects are experienced by women to a greater degree, adding up to create significant overall inequalities between men and women. Above all, these inequalities run the risk of becoming even stronger with the second wave of the epidemic that is currently affecting the vast majority of G7 countries. Read more here.
A majority of global citizens support the closing of their borders; few believe COVID-19 is contained
REPORT: A poll of over 21,000 people in 28 countries reveals most support border closures in an effort to combat COVID-19, as relatively few believe the coronavirus is contained, according to new Ipsos polling conducted on behalf of the Halifax International Security Forum. Read more here.
U.S. consumer sentiment falls as coronavirus cases surge
REPORT: As coronavirus cases surge across the country and President Trump disputes the outcome of the election, the Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker shows Americans losing confidence in the economy compared to the week before the election. Against this gloomy backdrop, many Americans plan to pull back holiday spending this year. Half of Americans say they expect to spend less for the holidays this year than they did last year – 23% a lot less and 26% a little less. Read more here.
The COVID-19 pandemic is affecting Americans’ sleep
REPORT: The number of Americans saying their sleep is poor has nearly doubled since the COVID-19 pandemic began, according to a new Ipsos poll, conducted on behalf of Pear Therapeutics. More than half say they find themselves constantly waking up throughout the night. Read more here.
Many Americans support initiatives to dismantle educational inequality
REPORT: Americans still see education as a path to more opportunity, but a vast majority recognize that inequities based on race and class persist. Read more here.
Most Americans agree Joe Biden is the rightful winner of 2020 election
REPORT: Three-fourths of Americans (73%) believe that Joe Biden has won the presidential election based on what they know or have heard, according to the Reuters/Ipsos Core Political survey. Seven out of ten (69%) think President Trump acted irresponsibly by claiming victory. Read more here.
COVID has replaced the environment as the top consumer concern
REPORT: A global survey of over 8,500 consumers from Australia, Brazil, China, France, India, Nigeria, Pakistan, Russia and the USA found that COVID-19 has displaced the environment as the number one consumer concern; Concerns around food safety and food security have also risen significantly as consumers try to balance these with their worries about the environment. Read more here in the Tetra Pak Index 2020.
When will the vaccine cure your industry?
ON-DEMAND WEBINAR: A coronavirus vaccine likely will not be the economic cure-all everyone hopes for. It certainly won't solve everything at once, and its effects will take some time to ripple across industries. Watch our on-demand webinar to hear the latest data on vaccine acceptance, and project out into 2021 what the impacts will be on consumer behaviors, habits and values. Watch the on-demand webinar here.
Five shopper segments to watch as the pandemic lingers
REPORT: With the slew of data available from the early onset of the pandemic around how consumer behavior was changing, it became clear that distinctive groups were emerging from this crisis with very different needs and fears. Here's how the pandemic is affecting them. Read more here.
Consumers want brands to help them reduce their waste
REPORT: A new Ipsos “What the Future” survey finds consumers believe companies should take responsibility for making their products sustainable. Read more here.
Americans see the education system as unequal, yet still a 'great equalizer'
REPORT: A new Axios/Ipsos poll, conducted as part of Axios’ Hard Truths series, finds most Americans from different racial or ethnic backgrounds agree that education is still the great equalizer in America. And yet, eight-in-ten recognize that public education in this country is unequal, with different outcomes based on where you live. Read more here.
Six things that affect customer experience in every industry
REPORT: These six factors of customer experience – or CX Forces – are used by organizations to transcend the transactional and functional and create experiences that drive long-term positive memories and true competitive advantage. The CX Forces are relevant across every industry and customer touchpoint. Read more here.
Why people become hesitant to get vaccines
REPORT: As we await the most anticipated vaccine in modern history, one question we can usefully consider now is how vaccination beliefs and behaviors are formed and maintained. Read more here.
The election is over. What’s next?
REPORT: Throughout 2020, Ipsos has been tracking, researching and polling on four overarching topics: the pandemic, the economy, the social justice movement and the election. Here's Ipsos’ initial – but data-driven and considered – thinking on what comes next. Read more here.
Two in five Americans likely to travel this holiday season
REPORT: A new Ipsos poll finds that two in five (40%) Americans are likely to take a trip that involves an overnight stay this holiday season – including 10% who have already planned/booked a holiday trip. Read more here.