See our latest raw data on Americans in the Ipsos Coronavirus Consumer Tracker
DATA: The Ipsos Coronavirus Consumer Tracker asks Americans questions about entertainment, habits and rituals, anticipation of the “new normal," spending outlooks and more. Dig into the latest data here.
People around the world trust governments, pharmaceutical companies and banks more than they used to – but not tech companies
REPORT: New data from Ipsos' Global Trustworthiness Monitor reveals that pharmaceutical and banking companies and governments are now seen as more trustworthy than they were three years ago. One possible explanation for the improvement could be how these sectors have acted during the course of the COVID-19 pandemic. Read more here.
Americans would support the National Park Service ending sales of single-use plastic in national parks
REPORT: A new public opinion survey, conducted by Ipsos on behalf of Oceana, shows Americans agree that single-use plastics have no place in national parks, and four in five people would support a decision by the National Park Service to stop the sale and distribution of single-use plastics in national parks. Read more here.
How some women in NYC feel financially insecure – and not just because of the pandemic
REPORT: Some New York City women – including many earning middle-class incomes – say they were in a financially precarious position well before the pandemic pushed them over the edge, according to a new report from the American Association of University Women. Read more here.
10 things we’ve learned from the COVID-19 pandemic
REPORT: Whatever happens next in this unique, multidimensional, planetary crisis, we have reached a point where we need to take stock and reflect on what we’ve learned so far. At the same time, we need to be mindful of the big challenges the world was already facing and which have not gone away, write Ipsos Chief Knowledge Officer Simon Atkinson and Chief Executive Officer Ben Page in an Ipsos analysis prepared for the World Economic Forum. Read more here.
Amid omicron, America pauses again
REPORT: As the transmission rate for COVID-19 cases remains high, the latest Axios/Ipsos Coronavirus Index shows that the variant has forced a collective pause on the nation. A majority of Americans report social distancing, a level which we have not seen since last spring, when vaccination rates began to increase widely. Read more here.
Americans value free speech, but differ on what should be protected by the First Amendment
REPORT: Free expression and the freedom of speech are cornerstones of American democracy. Yet the interpretation of the First Amendment continues to be a flashpoint in the 21st century as the nation debates how to apply these rights to our society. “Free Expression in America Post-2020," a Knight Foundation-Ipsos study, provides a comprehensive look at American attitudes toward freedom of speech in a post-2020 environment. Read more here.
How to humanize digital shopping in an omnichannel world
REPORT: Ipsos research shows people don’t always feel the human touch is present when shopping in a digitized environment. Convenience, the dominant motivation behind most online shopping, does not necessarily equate to humanity – and in fact, may be the reverse. Read more here.
Americans say it's increasingly difficult to control who can access their online data
REPORT: A new Ipsos poll finds that the majority of Americans think that having control over who can access their personal information online has become increasingly difficult. Despite this concern, few do much to protect their online data and privacy. Read more here.
Webinar, Jan. 27
The year ahead
WEBINAR: In some ways, the start of 2022 feels similar to 12 months ago as governments, businesses and individuals deal with the uncertainties of a new coronavirus variant. At the same time, other aspects of the narrative are changing. We are now talking about supply chain problems and the ripple-effects of inflation. Join us Jan. 27 for our complimentary KEYS webinar series dedicated to helping brands and organizations better understand the dynamics of today as they prepare for tomorrow. Learn more and register here.
Opinions about AI vary depending on countries’ economic development
REPORT: A new Ipsos survey for the World Economic Forum finds that, on average, six out of 10 adults from 28 countries expect that products and services using artificial intelligence will profoundly change their daily life in the next three to five years. Half of them feel it has already been the case in the past few years. Read more here.
One year after Jan. 6 U.S. Capitol riot, concern about misinformation is high
REPORT: As the spread of false information tops the list of the public’s concerns, a new Ipsos poll finds that nearly half of Americans get a failing grade when asked to determine if a set of statements related to election, COVID-19, and QAnon conspiracies are true or false. Read more here.
Seven in ten Americans say the country is in crisis, at risk of failing
REPORT: A new NPR/Ipsos poll, conducted nearly a year after the January 6th incident at the U.S. Capitol, finds that Americans hold mixed views on how to characterize the events that unfolded that day – views that are driven primarily by partisan affiliation and news consumption. Though many items in this survey underscore the deep political and cultural divisions that exist, one thing is clear: most say American democracy, and America itself, is in crisis and at risk of failing. Read more here.
Most people say U.S. Capitol rioters posed a threat to democracy
REPORT: A new ABC News/Ipsos poll, released ahead of the one-year anniversary of the attack on the U.S. Capitol finds that nearly three-quarters (72%) think that those involved in the attack posed a threat to democracy. Read more here.
Decoding the patient journey with social insights
REPORT: Covid-19 has drastically changed the way patients manage their own health and interact with healthcare systems and providers. Like many other industries, the pandemic has accelerated the digitization of the customer (i.e. patient) journey; we’ve embraced telehealth visits and virtual care, and the rise in availability of information online has conditioned us to consult the internet first, doctor second. Read more here.
Here's what we learned from Ipsos research in 2021
REPORT: Our review of the year 2021 takes a look back at some of the most striking findings from our global surveys and shows how our research shed light on some of the big stories from the events of the year. Read more here.
Many Latino Americans believe the Democratic and Republican parties take them for granted
REPORT: A new Axios-Ipsos Latino Poll in partnership with Telemundo finds that Latino Americans believe the Democratic Party cares about them more than the Republican Party. However, both parties are viewed similarly on key issues like the economy and crime. Read more here.
Despite the increase in extreme climate events, citizen mobilization for climate change is not growing
REPORT: While many believed that the world’s population would be increasingly convinced of the existence of climate change caused by human activity, instead we are seeing a growth in climate skepticism, according to a new Ipsos poll of 30 countries with the nuclear and renewable energy company EDF group. Read more here.
The U.S. is glad to leave 2021 behind, but aren't as optimistic as other countries
REPORT: A new Ipsos survey finds that, on average, 77% of adults across 33 countries are optimistic that 2022 will be a better year for them than 2021, including 71% of Americans. Indeed, many in the United States and throughout the world look at 2021 as having been “a bad year.” Read more here.
9 in 10 parents want mental health education taught in school
REPORT: A new Ipsos poll, conducted on behalf of the National Alliance on Mental Illness (NAMI), finds that most parents support mental health education being taught in schools, and a majority support mental health days for students. The poll also shows that many parents are concerned about their child's mental health, but few parents reporting seeking help. Read more here.
The coronavirus is the world's biggest worry again
REPORT: As omicron spreads, one in three people say that coronavirus is one of the biggest issues facing their country today – making it once again the world’s No. 1 worry after being briefly knocked off last month for the first time in nearly two years. Read more here.
Webinar, Jan. 26
Advance or retreat: Will affluent Americans be bullish in 2022?
WEBINAR: There is no doubt that 2022 brings with it a great deal of uncertainty, but the top income earning households, who control three-quarters of the country’s net worth, have the financial means to weather any difficulties that may arise. Join us Jan. 26 for a complimentary webinar to hear Tony Incalcatera, Chief Research Officer of Ipsos’ Affluent Intelligence team present findings from the latest research on Affluents’ expectations for the new year and what it means for marketers. Learn more and register here.
Webinar, Jan. 19
Connecting with teens: Innovation, inclusion and insights
WEBINAR: There’s no doubt that technology advancements are shaping the way teens connect with everyone and everything, including brands. As new platforms and communities emerge and the rules of engagement change, brands must become more creative and more responsible as they determine the content, experiences, and products that resonate with teens and the adults that care for them. Join Ipsos’ Janelle James for a virtual moderated roundtable discussion with some of the most talented leaders in media, marketing, and technology today. Learn more and register here.
Consumers worldwide report experiencing higher prices
REPORT: A new Ipsos survey finds about two-thirds of consumers across 30 countries saying the prices they are now paying for transportation, food and drink, and utilities seem higher than they were six months ago. Read more here.
Omicron worries America, but not enough to precipitate change
REPORT: Americans are concerned about the omicron variant but aren’t willing to change their lives at this point in time. This translates to majority saying they’re likely to wear masks indoors, but few plan to put a stop to socializing, seeing friends and family or going out to eat. Read more here.
Most Americans believe political hostility and divisiveness between ordinary Americans is a serious problem
REPORT: A new Public Agenda/USA Today/Ipsos Hidden Common Ground survey finds that most Americans believe political hostility and divisiveness is a serious problem in the U.S. About two thirds of Americans think more accurate, trustworthy sources of news would be most effective in bringing the country together. Read more here.
Few approve of President Biden’s handling of inflation
REPORT: In the wake of the latest Consumer Price Index data that shows inflation has hit its highest point since 1982, a new ABC News/Ipsos poll shows just over one in four Americans approves of how President Joe Biden is handling inflation. Read more here.
Where the nation stands on abortion
REPORT: If you’ve been following the news lately, you’ve probably heard that abortion is back before the Supreme Court. But what do Americans really think about abortion? While it’s often painted as an issue that splits the country into two diametrically opposed camps, in fact, it’s not so simple. Read more here.
One in four people say their perception of hospitals has grown worse due to the pandemic
REPORT: One in four respondents (25%) say their perceptions of hospitals are “worse” or “much worse” due to the pandemic. This is the highest negative perception since the start of the pandemic. Read more here.
Most workers support workplace vaccine and mask mandates
REPORT: According to a new Ipsos poll for the World Economic Forum, three in four employed adults across the world say people in their workplace should be fully vaccinated against COVID-19, undergo frequent testing if they are not vaccinated, and wear a mask in common areas when in proximity with other people. Read more here.
Will the pandemic ever end – and how will we know?
REPORT: A survey of more than 22,000 adults around the world conducted in October and November (before the discovery of the omicron variant) on Ipsos’ Global Advisor online platform finds the public divided on what would be the best indicator that the pandemic is ending and that major restrictions can be lifted in their country. Read more here.
Half of Americans spend three or more hours cleaning their homes in preparation for holiday guests
REPORT: A recent Ipsos poll conducted on behalf of the American Cleaning Institute finds that nearly half of Americans are concerned about their holiday guests’ opinions of the cleanliness of their homes. As new coronavirus variants continue to emerge around the globe, a large majority of Americans plan to wash their hands (89%), use hand sanitizer (79%), and disinfect surfaces (69%) while gathering with friends and family this holiday season. Read more here.
Are we finally at a tipping point of adoption for battery electric vehicles?
REPORT: Recent announcements of new electric vehicles coming to the U.S. market in the coming years, public charging station expansion, gas prices in 2021 at an all-time high, as well as increased federal and state-level support offering incentive dollars, all signal a bright outlook for the battery electric vehicle market. But there are still barriers to adoption, even for consumers now considering a battery electric vehicle. Read more here.
How to make sales associates essential to shoppers
REPORT: For retailers facing an uncertain landscape, there are still opportunities to increase revenue, bring in more customers and ensure current customers remain loyal. One shopping factor more retailers should consider: retail sales associates, who are not just essential workers but a key part of each retailer’s brand. They can and should be more than simply order-takers. Read more here.
Most Americans believe their standard of living won’t change in the next year, despite rising inflation and household costs
REPORT: Views on inflation have a relatively limited impact on whether Americans foresee a change to their standard of living in the next year. Among those who believe that inflation will increase, 59% say their standard of living will stay the same, while one in four say that it will improve. Read more here.
Most Americans have heard of the Omicron variant, and two in three support mask requirements
REPORT: A large majority of Americans have heard of the new Omicron coronavirus variant, but few Americans intend to cancel their holiday travel plans due to the new variant, according to a new Axios-Ipsos poll. While most Americans do not plan to stop socializing, three in five say they are likely to go back to or continue wearing a mask. Read more here.
U.S. consumer confidence dropped after the omicron variant was discovered
REPORT: Days after news about the omicron variant of the COVID-19 virus broke, the Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker dropped – as well as comfort with making major household purchases. Read more here.
Six ways the pandemic will change food and how we eat in the future
REPORT: The future of food and eating is being changed by six factors that will shape how everyone from food growers to retailers will market and sell their products. The big question is how these changes will stick. Ipsos examines all of this and imagines our eating future in its latest issue of What the Future magazine. Read more here.
Unpacking our crisis of faith in elections
REPORT: A recent Ipsos survey on election fairness, conducted with Axios, shows that a majority believe that the midterm election will accurately reflect the will of the public. Yet fewer believe that the next presidential election will be open and fair. What’s driving that erosion in confidence? Elections have become part of the tribal, partisan cage match. Trust in them as a result has suffered. Read more here.
Five online shopping barriers UX can solve
REPORT: Online shopping has seen massive acceleration worldwide since the pandemic began in 2020, but friction has also risen: Poorly designed sites can lead to confusion and frustration for users. Through research with major eCommerce retailers and brands worldwide, we identified five common shopping barriers online retailers should be aware of as they implement their shopping experiences, and how leveraging UX research can help. Read more here.
Being Woman: From equality to freedom
REPORT: Culture has become even more important as the world moves through the pandemic. Being Woman is an Ipsos study that seeks to understand what it means to be a woman in diverse cultures and how learning about cultural nuances of gender can support how we engage with women. Read more here.
One month ahead, are people ready for Christmas yet?
REPORT: Survey and social insights from the United States, Europe and Australia showed while many have a renewed sense of excitement for Christmas, it doesn’t come without stress about shortages and delays. Shoppers have already hit the stores – and online sites – to check items off their 2021 shopping lists. Read more here.
How Americans' understanding of racism's legacy influences their view of corporate communication and action around the issue
REPORT: Americans are split on issues of where America has been and where the country is going. Further, people of different races approach company communication around racial justice in different ways. To assist companies attempting to navigate this uncertainty, our latest Diversity & Inclusion paper lays out the ways identities influence how America understands itself in this moment, and how actions from the business community are received. Read more here.
Many Americans will be more social this winter. Here’s why.
REPORT: Many Americans are heading back inside as the weather starts to turn – but unlike last pandemic winter, most won’t hesitate to get social indoors, according to new data from the Ipsos Coronavirus Consumer Tracker. The main reasons: People have grown more comfortable with the pandemic – but also have fear of missing out. Read more here.
A nation of job hunters
REPORT: Close to two in five currently employed workers are at least open to new job opportunities or already looking, indicative of the foment beneath the surface within some workplaces. To contextualize this, we analyze how job satisfaction and benefits play into a person’s decision to stay in their current role. Read more here.
Consumers think large companies are best equipped to help the environment. Here’s 3 things you need to know.
REPORT: Ipsos data further shows that while sustainability is clearly an important topic to consumers, many feel limited in their ability to have a major impact. Instead, they believe that large companies are better equipped to affect change. This creates an opportunity for brands to meet their users’ needs through commitment to initiatives with a higher social purpose, such as the use of eco-friendly ingredients and sustainable product packaging. Read more here.
Americans are split on ability to maintain diets during holidays
REPORT: A recent Ipsos poll finds that Americans are spilt in half on their ability to maintain their diets while celebrating holidays. Dietary patterns generally have remained similar since May 2021. Long walks and hikes remain the top exercise done more than once a week by Americans. Read more here.
Hacking and natural disasters seen as biggest threats facing the world next year as fear of health epidemic subsides
REPORT: With the increasing availability of COVID-19 vaccines and the relaxation of measures to control the spread of the coronavirus, global citizens’ assessment of threats has shifted. A new Ipsos poll of citizens from 28 countries on behalf of the Halifax International Security Forum finds that more see being hacked in the next 12 months is a real threat than do about a major health epidemic outbreak in their country. Read more here.
Programmatic advertising is the top choice for marketers, but many have concerns
REPORT: Half of brands and agencies report that at least half of their advertising budget is used for programmatic technology, especially video in social and mobile environments. Brands and agencies view the reach of programmatic as a top benefit, but they also worry about diminished levels of transparency. Read more here.
Baby Boomers are dissatisfied with the current job search process
REPORT: Baby Boomers consistently rank aspects of the process as “very poor” at higher rates than other generations: They find salary and benefits to be very poor at new jobs, and two in five Baby Boomers find the type of job opportunities available and time it is taking to find a new job to be very poor. Read more here.
Most physicians would write longer prescriptions if they could
REPORT: A new RO Pharmacy/Ipsos poll among pharmacists, primary care physicians, cardiologists, and endocrinologists finds that 84% agree that prescribing 6 to 12 month prescriptions to patients on stable regimens of long-term maintenance medications could increase patient adherence and improve chronic condition management. Read more here.
America's image is improving abroad under Biden's leadership
REPORT: As the United States continues to navigate domestic political divisions, it is experiencing an improved image abroad. The first year of the Biden Administration has seen a considerable increase in expectations that the U.S. will have a positive influence on world affairs in the next decade, according to polling by Ipsos for the Halifax International Security Forum. Read more here.
There's strong worldwide support for new international institutions and agreements led by democratic countries
REPORT: As the world faces an ongoing pandemic, climate change, and multiple international crises, support for new international institutions and agreements has become nearly unanimous, according to the 12th annual Ipsos global poll for the Halifax International Security Forum. Read more here.
Election fairness and confidence in democracy remain a partisan issue
REPORT: A new Axios/Ipsos poll finds that on the surface, Americans have similar levels of confidence in presidential elections as they did in 2019. However, the topline figures mask a drastic, and nearly equal, flip in perceptions among Democrats and Republicans. Since 2019, Republicans have become increasingly pessimistic, while confidence has improved among Democrats. Read more here.
The world divided on whether COVID is contained, but increasing optimism we are turning the corner
REPORT: Nearly two years into the pandemic, global citizens are divided on whether the Covid-19 outbreak has been contained, but signal increasing optimism the world is turning the corner on the pandemic, according to new Ipsos polling conducted on behalf of the Halifax International Security Forum. Read more here.
Over two in five Americans are planning to use holiday cards to connect with loved ones this holiday season
REPORT: A new Shutterfly poll, conducted by Ipsos, finds that two in five Americans plan on sending out holiday cards or give personalized mementos and gifts to connect with family and friends this holiday season, a significant increase from this time last year. Read more here.
On Thanksgiving, Americans plan to stick to the classics
REPORT: With Thanksgiving just weeks away, we find that certain classic side dishes, like mashed potatoes and gravy, are likely to be a part of Thanksgiving feasts across the country. Meanwhile, pumpkin pie beats out other varieties as the Thanksgiving pie of choice. Read more here.
Our hybrid world: Technology’s role in supporting a balanced lifestyle
ON-DEMAND WEBINAR: As the reality of a hybrid future takes shape, what is technology’s role in supporting the overall balance and well-being people will inevitably continue to seek out? Listen in as we share new insights from Ipsos’ U.S. syndicated online community addressing how consumers are navigating through a hybrid existence and the role brands can play in supporting evolving consumer needs now and in the future. Read more here.
A majority of Americans want the country to change how it deals with mental health crises
REPORT: A new Ipsos poll, conducted on behalf of the National Alliance on Mental Health (NAMI), finds there is a widespread desire for improvement in how this country responds to mental health crises, and broad support for a more robust crisis response system – with mental health professionals at the forefront, rather than law enforcement. Read more here.
The kids are all right (and interested in getting vaccinated)
REPORT: A new FiveThirtyEight/Ipsos poll of parents of kids under 18 finds that American school-aged children largely have a positive outlook on their mental health, their ability to do well in school, and their home/social life. However, more express concerns with these areas of their lives when compared to before the COVID-19 pandemic. Read more here.
Americans are reuniting at Thanksgiving this year
REPORT: As our second pandemic Thanksgiving approaches, nearly half of Americans expect to celebrate big this year, either by traveling or hosting a big group, new data from the Ipsos Coronavirus Consumer Tracker shows. Read more here.
Ipsos U.S. Hispanics: the future is here and it’s not acculturated
REPORT: In an Ipsos study among Millennials, we found Latino consumers were most influenced by U.S. Latino culture and were more likely than non-Latino Whites to be influenced by their generational and online social cultures as well. Download our latest paper for insights exploring exciting changes that have led to a new future outlook and the need for marketers to root their engagement in the reality of today’s hypercultural Latino. Read more here.
Most Americans hold veterans in high regard
REPORT: Most Americans say they hold veterans in high regard and believe that the United States should do more to support them after transitioning back to civilian life. However, while a majority across generations say they hold veterans in high regard and to agree that the country should do more for them and more help them transition back to normal life, those age 55 and above nearly universally say they do. Read more here.
Nearly two thirds of Americans support the creation of a Memorial for the Global War on Terrorism
REPORT: A new survey commissioned by the Global War on Terror Memorial Fund, with data collected by Ipsos, shows most Americans are unsure about the length of time and other key details surrounding the global war on terror. However, a majority support construction of a memorial on the National Mall in Washington, D.C. Read more here.
Most Americans like parts of Biden’s Build Back Better plan, but overall support splits along partisan lines
REPORT: 83% percent of Democrats support President Biden’s Build Back Better plan, while only 28% of Republicans do, according to a new Reuters/Ipsos poll. However, although support for the plan is split along party lines, individual components of the plan like Medicare expansion, higher taxes on millionaires and universal preschool get high support from all Americans. Read more here.
Fewer consumers say they have changed their behavior due to climate concern than did before the pandemic
REPORT: On average, across 29 countries surveyed by Ipsos in September and October 2021, over half (56%) say they have modified their consumer behavior out of concern about climate change over the past few years. This is down from an average of 69% in January 2020, when an identical question was asked in all but two of the 29 countries. Read more here.
Insights for pharma: Helping “challenger” brands win
ON-DEMAND WEBINAR: Healthcare providers, patients, and payers generally have a broad assortment of therapeutic options to consider – so much so that for several conditions a new brand might go largely unnoticed. So how can a “challenger” brand make a mark, and ultimately win at launch, when plagued by difficulties like being late to market, entering a crowded landscape, having limited data to distinguish its profile, facing competition with more “novel” MOAs, not having the big commercial bucks and infrastructure to rival competition, or more? Watch our complimentary on-demand webinar as we dig in and discuss. Read more here.
Gen Z is watching your content alone. Here’s why that changes the way media companies operate.
REPORT: Members of Gen Z tend to be physically alone when consuming media and entertainment, a trend that has major implications for teen development and companies trying to understand them. Read more here.
Why COVID isn't actually changing everything
REPORT: Public attitudes and values have changed less than you might have expected under pressure from the pandemic, according to the new Ipsos Global Trends survey of 25 countries around the planet. But the changes we do see tend to be driven by long-running trends in public opinion that pre-date COVID-19. Read more here.