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.
The generation gap around gender identity and sexual attraction
REPORT: Ipsos’ LGBT+ Pride 2021 Global Survey points to a wide generation gap around gender identity and sexual attraction. On average, across the 27 countries surveyed, those who identify as transgender, non-binary, non-conforming, gender-fluid, or other than male or female make up 4% of Gen Z (born since 1997) compared to 1% among all adults. Younger adults are also significantly more likely to identify differently from heterosexual and to say they are equally attracted to both sexes. Read more here.
Adams, Garcia make gains in race for NYC mayor
REPORT: Less than one month before the Democratic mayoral primary in New York City, Eric Adams has overtaken Andrew Yang as the top vote-getter, but still remains far from the needed 50% +1 majority, according to a new Spectrum News NY1/Ipsos poll. Fast-rising Kathryn Garcia has nearly doubled her name recognition and quadrupled her share of first-choice votes since the previous NY1/Ipsos poll in April. The poll also finds that crime has overtaken COVID-19 as the most important issue to voters. Read more here.
America’s pandemic state of mind coming to an end
REPORT: The latest Axios-Ipsos Coronavirus Index shows the country’s fears of coronavirus continue to fall as people increasingly get out of the home and back into the world. This inflection point appears to represent many Americans adjusting to a post-pandemic world, even as much of the rest of the world struggles with surging rates. However, there remains a substantial block of the population opposed to the vaccine but unwilling to engage in protective measures. Read more here.
Americans head into summer confident in their finances as the rally slows
REPORT: Americans are better able to manage their bills, but uncertainty around back to the office remains. Meanwhile, parents who are hesitant about the vaccine for themselves are still wary of allowing their children to get one, pointing to barriers along the path towards herd immunity. Read more here.
America’s reopening shows little signs of slowing down
REPORT: For the first time since the Axios-Ipsos Coronavirus Index began, the number of Americans reporting socially distancing in the past week is below 50 percent, according to the latest poll. At the same time, fewer are also wearing masks at all times when leaving the house – a decline mostly happening among vaccinated Americans, in the wake of the CDC’s newest guidance. Read more here.
Majority of unvaccinated adults in U.S. would get a vaccine if they could
REPORT: A new Ipsos survey of nearly 10,000 unvaccinated adults in 15 countries conducted in partnership with the World Economic Forum finds that vaccine hesitancy tends to be more prevalent among those with lower incomes or lower levels of education, younger generations and/or females. Majorities in all but two of the countries surveyed intend to get a COVID-19 vaccine when it will be available to them. However, the study indicates that vaccination intent has been declining since February – including the U.S. Read more here.
America still struggles to resolve the challenges of race and justice
REPORT: One year after the death of George Floyd, America continues to struggle with resolving tensions between race and justice. Our new Axios-Ipsos Hard Truths polling uses robust samples of white, Black, Hispanic, and Asian Americans to investigate attitudes towards the impacts of race, police reform, and differing lived experiences. Most noteworthy is the finding that in traffic stops, Black Americans are three times more likely than white Americans to report police officers unholstering a weapon. Read more here.
On immigration, Americans favor both restrictions and reforms
REPORT: As concerns over the coronavirus pandemic begin to recede, immigration is a growing concern for some Americans, according to a new NPR/Ipsos poll. A majority also say the situation at the U.S.-Mexico border is a major problem, and many think the amount of migrants crossing the border is higher than both what the news reports, and the number who have crossed in previous years. Read more here.
Unemployment benefits not seen as major driver in labor shortage
REPORT: Labor shortages are one of the perplexing topics as we struggle to emerge from the pandemic. The assumption had been that as the economy started to open, everyone who had been laid off would quickly return to their old jobs and things would ramp right back up. In many sectors, that doesn’t seem to be happening. So what’s really going on? Read more here.
Americans' financial outlook is sharply up since November 2020
REPORT: More Americans are feeling good or excellent about their financial security now than they did in 2020 (62% compared to an average of 53% in 2020) and even more than at the end of 2019 (53%), before the pandemic. This overall feeling of more financial security carries through in many other aspects of their financial health. Read more here.
The economy is reopening, but many Americans learned to love the pandemic’s at-home conveniences
REPORT: Many Americans could go back to their old lives right now, if they wanted to: Restaurants, gyms and movie theaters are open. Travel across the country is unrestricted. But many people have come to enjoy the innovations that the pandemic pushed to the forefront of America – creating a hybrid economy that’s here to stay. Read more here.
Are we ready for the shock of global population decline?
REPORT: The great defining moment of the 21st century will occur in three decades or so when the global population starts to decline. Many people are surprised to hear this. But the truth is that the earth’s population is not growing out of control. Instead, we are heading for a population bust. Humanity, made up of 7.8 billion souls today, will be hard-pressed to get to 8.5 billion before it tips into decline and will round out the century about where it is now. Read more here.
The Amazing Race: Next-Gen Immuno-Oncology Edition
REPORT: After several false starts and recent missteps, two promising new immuno-oncology classes could soon complement the reigning champions. These are the strengths and weaknesses of each, how the race might play out and what its impact on the cancer landscape could be. Unlike most contests, this one could have more than one winner! Read more here.
Healthy Now 2021: Practicing Prevention
ON-DEMAND WEBINAR: Preventive health measures are more important than ever, due to the threat of recent viruses among people with underlying conditions. The Healthy Now 2021 Practicing Prevention Survey measures how well Americans are taking care of their whole selves – physically, emotionally and spiritually – on a day to day basis. Learn more and watch here.
Nearly nine-in-ten Americans consume meat as part of their diet
REPORT: A new Ipsos poll finds that 89% of Americans include meat as part of their diet. The poll also shows that a majority agree that eating red meat is part of the American way of life, and that those pushing to take red meat off the menu are trying to control what Americans eat. Read more here.
A greater proportion of Americans say mental health and social life have worsened compared to before the pandemic
REPORT: A new Parade Media/Cleveland Clinic/Ipsos poll finds that though half of Americans surveyed do not see a change in their mental/emotional health (53%) today compared to when the pandemic first began a year ago, among those who have noticed a change, a greater proportion are likely to say it has gotten worse (29%) than to say it has gotten better (18%). Read more here.
Three-in-four Americans feel that people should worry about the national debt
REPORT: A new Ipsos poll conducted on behalf of the Committee for a Responsible Federal Budget finds that a strong majority of Americans are concerned about the national debt and want federal spending to be more balanced between generations. Read more here.
Why video game concerts and virtual shoes are the future of entertainment
REPORT: Americans’ dependence on screens grew in the past year and will stick in the future, according to Ipsos' latest issue of What the Future magazine. Today we have multiple screens – and screenless voice assistants – always mediating our work, our entertainment, our social lives, our classrooms and our doctor’s visits. We’re not going back, we’re pushing forward, into the metaverse. Read more here.
Financial optimism is improving among millennials and Gen Z in America
REPORT: With vaccinations becoming more widespread and as America emerges from the pandemic, a new Ipsos poll conducted on behalf of BMO Harris Bank has found that Americans are feeling more positive about their financial situation, with younger adults leading the improvement. Read more here.
Half of Republicans believe the Republican party should be modeled after former President Donald Trump
REPORT: Republican leaders officially ousted Liz Cheney from her leadership position in the House of Representatives on May 12. The latest Reuters/Ipsos poll, fielded before the Cheney vote, reveals that half of Republicans believe former President Donald Trump should be the role model for the Republican party. Read more here.
Parents are more hesitant about COVID-19 vaccine – and have mixed feelings about their kids
REPORT: Across almost every demographic, parents are more skeptical of the vaccine than those without kids. Americans living in rural communities are among the most reluctant, with just under half of rural parents not wanting the COVID-19 vaccine at all, 18 points ahead of all other rural respondents. And parents are split on whether they will vaccinate their children or not, with vaccine skeptics leaning heavily against it. Read more here.
From pet chickens to prototypes: When and how to reenter face-to-face, in-person qualitative research
REPORT: As Americans glimpse the light at the end of the COVID tunnel, they are beginning to reenter the world. While this return may not be a predictable, straight line, it does represent a big change in consumer behavior. And because qualitative research is at its best when connecting with consumers in a natural way, marketers should consider what this behavioral shift means for their learning plans. Read more here.
WEBINAR: June 10
Making data collection a two-way street
WEBINAR: Customers know that their data is valuable. They are aware that it is being collected and unless there is a clear reason, assume that it is being used for marketing purposes. Applying some of the defining principles of a good user experience – control, transparency and trust – can help allay this suspicion. Join us for a complimentary webinar June 10 as we discuss Ipsos research showing that while users are willing to divulge data, they still want to maintain control of it and value experiences that prioritize that. Learn more and register here.
WEBINAR: May 26
The future of pharmaceutical pricing
WEBINAR: Join us for a complimentary webinar May 26 exploring the future of pharmaceutical pricing, focusing on the three key issues of affordability, evidence and value attribution. During this session, you'll hear more about challenges and solutions in both emerging and developed markets. Learn more and register here.
Car Wars: When will autonomous vehicles win the race?
ON-DEMAND WEBINAR: Can fully autonomous cars a truly game-changing technology, really take a lead position in the car wars race? Watch our on-demand webinar to hear Ipsos experts discuss the latest findings from our studies. Understanding these changing perceptions and insights is key to take advantage of future product opportunities in the U.S., China, Japan, Brazil and Germany. Learn more and watch here.
Americans are starting to take off their masks
REPORT: A new Ipsos poll shows that just over half of Americans continue wearing a mask at all times, even after the CDC recently announced a relaxation in guidance for the vaccinated. However, among the vaccinated, mask use "at all times" has declined by about 10%. Read more here.
Majority of Americans have changed the amount of time they spend communicating in-person compared to 10 years ago
REPORT: A new EvolveMKD/Ipsos poll finds that 56% of Americans have noticed a change in the amount of time they spend communicating in-person compared to 10 years ago. Among those who experienced a change, 53% say that they are spending less time communication in-person compared to a decade ago, while 47% say that their in-person communication has increased. Read more here.
Eight-in-ten women say that they encounter barriers preventing them from taking better care of their health
REPORT: A new MDVIP/Ipsos poll among women aged 20 and over finds that 79% report that there are barriers preventing them from taking better care of their health, including 31% who say they lack motivation and just under a quarter who already consider themselves to be healthy (24%) and/or are concerned with the financial cost (23%). Read more here.
Firefighters, healthcare workers and first responders top list of most trusted professions
REPORT: A majority of Americans say that they trust firefighters, first responders, healthcare workers and teachers. National elected officials are the least trusted of all, with 46% saying that they are untrustworthy. Just under half of all Americans (49%) say that they trust the police. There is significant partisan divide on this question (67% of Republicans trust the police vs. 37% of Democrats). Read more here.
Streaming services hooked young adults and people of color for the first time during the pandemic
REPORT: More than half of Americans signed up for a new streaming service or another subscription during the pandemic, according to new data from the Ipsos Coronavirus Consumer Tracker – with young people and Americans of color most likely to have tried a new service. Read more here.
As the country opens up, families are doing better
REPORT: Ahead of Mother’s Day, it’s clear the toll the pandemic has had on families, particularly mothers, and how that’s making all eager (but cautious) to leave the home this summer. Over the past year, two-in-three moms reported feeling overwhelmed and stressed out, while just under half of the fathers in the Axios/Ipsos Coronavirus Index felt the same. But things are looking up. With kids increasingly in some hybrid or in-person learning setup plus the advancing vaccination campaign, 56% of moms feel hopeful right now, along with 42% of fathers. Read more here.
Americans are optimistic about the direction of the country over the next twelve months
REPORT: A new ABC News/Ipsos poll finds Americans are optimistic about the direction of the country over the next twelve months, even as most say the country has not become more unified in the first months of the Biden presidency. However, when asked about if Biden and Congressional Republicans have done enough to work across the aisle, half (51%) say Biden has compromised with Republicans about the right amount versus a large majority (67%) who say Republicans have done too little to compromise with the president. Read more here.
Cliff's Take: Big government forever?
REPORT: Biden’s stimulus package – unprecedented in size and scope – was met with widespread approval, with even a majority of Republicans on board. The underlying message: Big government is back. But does America agree? There is a thread deep in the American soul that abhors central authority; let’s not forget that, write Ipsos U.S. Public Affairs President Cliff Young. Read more here.
A tale of two pandemics: CPG during & after COVID
REPORT: The COVID-19 pandemic drove the largest disruption in consumer packaged goods (CPG) in recent memory. For many categories, it led to unprecedented sales and the challenge of maintaining supply; for others, sales suffered as changed routines reduced demand. All categories, like their consumers, struggled to adapt as the disease ebbed and flowed. As the world reopens, habits are likely to shift again; brands that plan accordingly, focus on understanding and influencing consumer behavior changes, and optimize their presence in physical and e-commerce environments are the ones that will succeed – and we have some data to back this up. Read more here.
Americans agree: Corporations shouldn’t take a stand that they, personally, don’t like
REPORT: As corporate pushback against voting-related legislation in Georgia and other states gathers attention in America, new Ipsos polling shows that people are split along party lines on whether businesses should take a stand on political issues. But Democrats and Republicans agree on one thing: If a corporation takes a stand on a political issue that they don’t personally agree with, they’re less likely to buy their products or use their services. Read more here.
People across the world want proof of vaccination from tourists, but are more skeptical of requiring it for everyday life
REPORT: A new Ipsos survey for the World Economic Forum finds that, on average, about three-in-four adults across 28 countries agree that COVID-19 vaccine passports should be required of travelers to enter their country and that they would be effective in making travel and large events safe. On the other hand, only about half agree they should be required for shops, restaurants, and offices. Read more here.
Ready or not, brands must adjust to a hybrid world
REPORT: The COVID-19 pandemic has dramatically changed the way we shop, work, dine, learn, exercise, and entertain. Will consumers rush back to their old habits after being cooped up for over a year? The picture is a study of contrasts, but one thing is clear: workplaces and lifestyles now follow a hybrid model, whether companies like this new system or not. Don’t like it? Here’s how to be successful anyway. Read more here.
How Joe Biden's first 100 days as president transformed America
REPORT: As President Joe Biden approaches the end of his first 100 days in office, the nation is at an inflection point, showing new signs of optimism about the post-pandemic future. Americans are eager to get back to pre-COVID activities, with a plurality saying that they plan to “immediately” begin to do the things they used to do when COVID restrictions lift. At the same time that more Americans become restless to get back into the swing of things, the nation must grapple with the reality of tens of millions of Americans who are either skeptical of or indifferent to the coronavirus vaccine. Read more here.
Nine-in-ten Americans say overcoming divisiveness is now more important than ever before
REPORT: Most Americans agree that there is more common ground among the American people than the media and political leaders portray, according to a new Public Agenda/USA Today/Ipsos Hidden Common Ground survey. Large majorities across political identifications agree with this. Nine-in-ten Americans say it is important of the United States to try to reduce divisiveness – a number that has hardly budged since we first asked in 2019 (93% now vs. 92% in 2019). Read more here.
Here's what corporate responsibility will look like under the Biden administration
ON-DEMAND WEBINAR: With a new administration comes a new regulatory agenda, new policies, and new expectations for societal change. Join us as we explore expectations for industry regulation, what institutions Americans expect will take the lead in addressing key societal issues, and the impacts of divisiveness on achieving key outcomes. Learn more and register here.
Half of Americans have tried a new way to buy since the pandemic began
REPORT: As the pandemic forced Americans out of their comfort zones a year ago, they began to try new ways of finding food and other household goods like alcohol and electronics. New data from the Ipsos Coronavirus Consumer Tracker shows that, a year into the pandemic, nearly half of Americans (47%) have tried a new ecommerce or delivery brand, product, service or feature since the pandemic began – from grocery delivery and pre-ordered electronics to meal kits and alcohol. Read more here.
How car advertisers can prepare for electric vehicle fever
REPORT: According to new Ipsos research, electric vehicles in the U.S. are finally entering the mainstream. A widening selection of vehicle types, tech advances and geopolitical changes might now be able to overcome worries about cost, distance and where to plug it in. This boost in interest from a once-difficult market has major implications for how car makers advertise. Read more here.
Cliff’s Take: What the Chauvin trial verdict tells us
REPORT: A very extraordinary story, a killer cop convicted; paired with an all too ordinary story, an unarmed Black man killed, writes Ipsos U.S. Public Affairs President Cliff Young. The bipartisan consensus that Derek Chauvin was guilty is an extraordinary result. But, that does not mean that we as a nation are all that much closer to seeing eye to eye on these issues. Racial injustice is intertwined with the DNA of this country. Disentangling the two will not be the work of a moment or one guilty verdict. Read more here.
Affluent Americans are surviving, reviving and thriving during the recovery
ON-DEMAND WEBINAR: As more and more Americans are getting vaccinated, the long awaited return to “normal” is on the horizon – including for wealthy Americans. While some behaviors will return to pre-COVID levels, many have been reset to new levels that are likely to continue even after the virus is under control. While they won’t likely be getting stimulus payments from the government, these are the people who have had more than enough financial insulation to survive the last year – with many of them actually increasing their net worth despite the financial fallout from the pandemic. Watch our complimentary on-demand webinar to hear findings derived from our continuously tracked survey of affluent Americans. Learn more and watch here.
Americans’ different climate change realities
REPORT: Americans do not experience a single type of changing climate; instead, severe weather is filtered through local conditions resulting in widely different understandings of the implications of climate change. Americans living in the West report more droughts and wildfires; Midwesterners report more floods and extreme cold; Southerners report more hurricanes, floods, severe thunderstorms and extreme cold; and Northeasterners report more severe thunderstorms and floods. Read more here.
Half of Americans believe that humans can reduce or reverse climate change, but people aren’t willing to change their behavior to fix the problem
REPORT: The global pandemic in 2020 caused humans to significantly change their behavior. Fewer people were commuting to work or traveling. Many suggest this change in behavior has had a positive impact on the environment and slowing climate change. In a survey conducted by Ipsos in April of 2021 about severe weather and climate change, Americans are reporting a change themselves. Read more here.
Dynamic planet: How to prepare for the demographic, environmental and technological changes that lie ahead
ON-DEMAND WEBINAR: To mark Earth Day 2021, pause to take stock and think about how our planet is changing. Are we prepared for the demographic, environmental and technological changes that lie ahead? Ipsos' experts share our latest analysis on public attitudes and behavior, drawing out the trends we can already see – and considering the implications for society and for businesses. Learn more and watch our KEYS on-demand webinar here.
KEYS – an Ipsos webinar series
WEBINAR: Ipsos' KEYS webinars bring together new perspectives, based on-real-life experiences and insights grounded in research. We start each episode with a round-up of the latest research from around the world, and then go on to explore one or more topics, guided by Ipsos’ experts in the relevant field. Learn more and watch KEYS webinars online here.
Physician-administered therapies: Access strategies & insights
ON-DEMAND WEBINAR: Revisit our recorded webinar to hear more about the expected evolution of the access and reimbursement environment for physician-administered therapies, and an outline what it means for you as you prepare to launch physician-administered therapies. Learn more and watch here.
WEBINAR: May 26
The future of fintech: What to expect in 2021
WEBINAR: The acceleration in adoption of digital financial services and e-commerce during the COVID-19 pandemic has been well-documented. But what is less clear is whether – and how – that will stick as vaccinations increase, the economy re-opens and we head into the new normal. The new fintech landscape, coupled with continued innovation and evolving consumer expectations, presents a number of significant opportunities as well as particular challenges for product developers and marketers at firms of all sizes. Join us for a complimentary webinar May 26 to hear what you can expect in the fintech space in 2021, particularly as the economy rebuilds and the new normal starts to take shape. Learn more and register here.
Two in three Americans say the federal government should legalize cannabis for at least medicinal use
REPORT: Forty-five percent of Americans, a plurality, say the federal government should legalize cannabis for medical and recreation use. Another 20% say it should be federally legalized but only for medical use, and another 20% say it should be left to the states to decide. Just 11% believe it should remain illegal. Read more here.
The majority of Americans support placing a term or age limit on Supreme Court seats
REPORT: While only 38% of Americans supported the idea of increasing the size of the court from 9 to 13 justices, 63% at least somewhat support imposing term or age limits on Supreme Court seats. This support is mainly driven by Democrats (71%), but Republicans (60%) and independents (64%) appear to be on board as well. Read more here.
Ipsos Perils of Perception: climate change
REPORT: Around the world people say they understand what actions they need to take to combat climate change, but do they really? The latest Perils of Perception study by Ipsos looks at how the general public in 30 markets around the world perceive environmental action. We ask them what they might do in their own lives to tackle climate change, and compare the answers to the (sometimes confusing) scientific truth. Read more here.
Former presidential candidate Andrew Yang is the most popular candidate for mayor of New York – but far from the majority needed to a win
REPORT: Two months before the Democratic mayoral primary in New York City, Andrew Yang is the top vote-getter – but far from the needed 50% +1 majority, according to a new Spectrum News NY1/Ipsos poll. Yang is the first choice candidate for just over one in five likely Democratic primary voters, followed by Eric Adams and Scott Stringer. However, a quarter of likely voters remain undecided. Read more here.
What’s Next: Telecommunications became more important than ever during the pandemic. Here's how to adapt as the world reopens.
REPORT: At the outset of the pandemic, telecom providers reacted quickly and have played a critical role in the adoption of new consumer habits for things that are at the core of daily life – staying in touch with family and friends, new ways of working, how students attend school, and the content people consume. As vaccinations increase and consumer confidence increases, here's how to ensure that your portfolio and digital strategy are in sync with new market needs, and create seamless continuity for your consumers to continue their new (online) behaviors that helped them “survive” the pandemic. Read more here.
Business travel isn’t back, but vacations are
REPORT: What happens to the future of vacations if business travel shrinks for the long term? Americans are eager to escape their pandemic cocoons. But leisure travel today depends heavily on the infrastructure created for business travel – and more than half of business travelers say they’ll travel less after the pandemic. Dive into our What the Future: Vacation issue to explore the changing dynamics of business travel, hotel stays, affordability, the points economy and virtual technologies. Read more here.
Cliff’s Take: Cautiously impatient
REPORT: Perhaps it is best to say that we are "cautiously impatient" for a resumption of normalcy, despite the risks, writes Ipsos U.S. Public Affairs President Cliff Young. In other words, Americans are open to reopening. Our data shows that we’ve relaxed our guard enough on COVID to start worrying about other problems, like immigration. Read more here.
What’s Next: What the pandemic's end means for financial services and their two groups of customers
REPORT: Given vaccination rates and increasing consumer confidence, financial services brands must prepare now to address economic recovery and a transformed market once the pandemic is over. While some parts of the population faced extreme financial hardship, others prospered. Financial services providers will need to balance serving these two very different groups when developing communications, creating new products and serving customers. Read more here.
Americans' expectations for the future have never been higher
REPORT: Americans are optimistic that tomorrow will be better than today, with measures of future outlook around personal finances, the economy and employment rising to the highest point in 19 years in the most recent wave of the Ipsos-Forbes Advisor Consumer Tracker. Partisanship is the leading indicator of how optimistic or pessimistic Americans are about their future economic outlook. Read more here.
How convenience stores and gas stations found bright spots in the pandemic
REPORT: Over the past year, more buying shifted online amid the retail shakeout and the extraordinary circumstances presented by the pandemic – a trend that had major implications for convenience stores and gas stations. From Circle K to 7-Eleven and more, convenience store chains and gas stations adjusted to a very different world of fewer drivers, fewer fuel purchases and a huge demand for delivery of household items. As life slowly returns to normal, will those trends continue? Here’s what Ipsos found from recent studies that can help convenience store leaders and managers prepare for the future. Read more here.
Expectations about when life will return to pre-COVID normal vary widely across the world
REPORT: A new Ipsos survey for the World Economic Forum finds that, on average across 30 countries and markets surveyed, 59% expect being able to return to something like their normal pre-COVID life within the next year, with most thinking it will take 7 to 12 months. Read more here.
Americans are getting closer to the vaccine, even if they haven't gotten a shot themselves
REPORT: Per the CDC, we are at 53% of Americans with at least one dose. Our Axios-Ipsos Coronavirus Index tracker, which went to field about a week ago, comes to a similar conclusion. What does this mean? We are almost there. The vaccine conditions our optimism, writes Ipsos U.S. Public Affairs President Cliff Young. Read more here.
U.S. consumer confidence has passed pre-pandemic levels
REPORT: Americans’ consumer sentiment has been trending up for months – and it just passed levels last seen just before the March 2020 lockdowns. Consumer confidence is now approaching its highest levels in the Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker's 19-year-history. Read more here.
WEBINAR: May 20
Shaping 2025 and beyond
WEBINAR: How much will the world have changed by 2025? Join us for a complimentary webinar May 20 as we look into the future with our panel of experts. We will discuss insights from Ipsos’ Shaping 2025 and Beyond report and share our four plausible yet thought-provoking scenarios for the next five years (and beyond). Learn more and register here.
WEBINAR: May 19
Why digital analysis is critical for pharma marketers
WEBINAR: The digital data explosion experienced in the healthcare sector over the last several years is resulting in many organizations becoming smarter about its importance and how it’s applied to the enterprise. Join us May 19 for a complimentary webinar as Ipsos VP of Healthcare Digital Strategy Steve Reeves will take you through a pragmatic, detailed process for understanding how to think about digital readiness and the utilization of social and other digital data sources for insights gathering in healthcare. Learn more and register here.
The economic boom isn't reaching Americans equally
REPORT: People at the top of the income distribution continue to express the greatest economic confidence, but people at the bottom have started finally making gains as well. At the start of the pandemic, all Americans – rich and poor alike – experienced a major decline in their economic confidence. Starting last summer, upper-income Americans started feeling better, but people at the bottom mostly remained stuck in the same place. Only in the last few months have Americans at the bottom started feeling consistently more optimistic. Read more here.
Americans are split on President Biden's American Jobs Plan as a whole – but most agree with big parts
REPORT: When breaking President Biden's $2 trillion infrastructure and economic recovery package down into its specific elements, Americans are most supportive of the repair or replacement of American ports, railways, bridges, and highways (79%) and investing in home-based care for the elderly or disabled (78%). Republicans and Democrats were most split on the plan to increase taxes on corporations and large businesses to pay for infrastructure improvements, with 86% of Democrats supporting this proposal. In contrast, only 43% of Republicans favor it. Read more here.
A majority of Republicans still believe the 2020 election was stolen from Donald Trump
REPORT: A new Reuters/Ipsos poll finds that most Americans agree that former President Donald Trump was partly to blame for the Jan. 6th riot at the Capitol, and 61% agree that he should not run for president again in 2024. However, support for Trump among his Republican base remains strong, as 55% of Republicans believe his 2020 election loss resulted from illegal voting or election rigging. Read more here.
Do Americans think getting one dose of a two-step COVID-19 vaccine is effective?
REPORT: A recent Ipsos poll shows that while a plurality of Americans prefer a one-dose vaccine, a two-dose vaccine is seen as the most effective way to stop the spread of COVID-19. More than eight-in-ten Americans believe receiving both doses of a vaccine is effective at stopping the spread of the virus. In addition, most Americans believe in the effectiveness of wearing a mask in public at all times to help stop the spread of the virus. Read more here.
A majority of Americans believe MLB stadiums should allow fans, but with significant capacity limits
REPORT: As Opening Day for Major League Baseball (MLB) approaches this week, a new Ipsos poll shows that just over half of Americans believe that MLB stadiums should operate at fewer than 50% capacity for welcoming in-person fans, with a plurality feeling that 25% to less than half capacity is the most appropriate range. Read more here.
The disproportionate impact of COVID on race/ethnicity in America
REPORT: As the pandemic continued, it became obvious that COVID was not the “great equalizer.” Our research discovered that COVID has had a disproportionate effect on Black and Hispanic Americans compared to White Americans. We dug into Ipsos data from the last year to uncover detailed insights on the disparities, and what that means for brands. Read more here.
Consumers – especially wealthy ones – are ready to pay higher prices as the economy reopens
REPORT: For most businesses, it seems raising prices actually won’t push customers away, according to new polling from the Ipsos Coronavirus Consumer Tracker: The number of consumers who say they would pay a higher price for something matches up extremely closely with the number who say they would feel safe doing it within the next three months, or plan to do it this summer. Read more here.
Assessing the post-pandemic stickiness of product subscriptions
REPORT: Product subscriptions have gained a new relevance during the pandemic, a time when in-store shopping has faced concerns around health and safety. However, when we move beyond the pandemic, will this behavior stick? Read more here.
Americans want the government to shop domestically, no matter the price
REPORT: The latest public opinion poll from Reuters/Ipsos finds that quality and price are more important to Americans than if the product is made in the USA. However, when it comes to the government, Americans expect U.S. agencies to always shop domestically, with 63% agreeing that they should be required to buy American-made products, even if they cost more than foreign-made alternatives. Read more here.
App-based takeout surged during the pandemic. Did it drive new business, or reinforce what was already there?
REPORT: Americans’ use of third-party takeout and delivery services surged during the pandemic, as people spent more time at home but less time in-person at restaurants. But are people using delivery to explore new options, or support their existing favorites? The good news for the restaurant industry is that the answer is “both.” Read more here.
Get ready for the big reset in travel
REPORT: The next wave in travel is just around the corner. Companies need to prepare now to catch customers at the right time with an eye on turning them into loyal advocates. Read more here.
Cliff’s Take: Guns, immigration and race – have we come full circle?
REPORT: America is indeed reemerging, writes Ipsos U.S. Public Affairs President Cliff Young. However, this week also shows us how America’s most intractable problems – racial animus, political tribalism, and nativism – still simmer beneath the surface. Our COVID world has changed everything but also nothing. Read more here.
Income inequality is seen as the most serious form of disparity both in the U.S. and globally
REPORT: An Ipsos survey in partnership with Kings College London’s Policy Institute finds that people from 28 countries, including Americans, tend to view income and wealth disparities as the most serious type of inequality in their country. When presented with seven types of inequality and asked which they think are most serious, an average of 60% across all countries, including 57% in the United States select income and wealth inequality. Read more here.
Great food won’t guarantee success after the pandemic. Here's how restaurants will need to evolve user experience to thrive.
REPORT: Having great food, while obviously important, still won’t be enough to guarantee success even after the pandemic passes. Ordering food on our mobile devices is likely here to stay, and ensuring customers have a great tech experience will be critical for players in the food industry. Read more here.
Americans favor stricter gun laws, though support has declined from 2019
REPORT: Two in three Americans think gun laws should be more strict than they are today, according to a new USA Today/Ipsos poll, conducted in the days immediately following a mass shooting in Boulder, CO. Though a majority are in favor of such reforms, this latest poll marks a decline in support from a similar USA Today/Ipsos survey in 2019. Read more here.
Home sweet home: How COVID reshaped our sense of place
REPORT: During the pandemic, almost one-fifth of Americans moved to a new home – and their reasons for doing so including financial drivers, to be close to family, accommodate pets, increase inside space, access to outdoor space and moving to a different state. Here's how Americans feel their homes met their needs during the pandemic. Read more here.
What Worries the World? One year on, COVID-19 remains the greatest global concern.
REPORT: COVID-19 has now been the greatest concern for 12 consecutive months, with a global average score of 45% saying it is one of the most worrying things facing their country. When we look at the global country average, the top five issues around the world are currently (in the following order): COVID-19 (45%), Unemployment (37%), Poverty/Social inequality (31%), Financial/Political Corruption (29%) and Crime and violence (24%), the same sequence as last month. Read more here.
The pandemic has changed retail, but most of the trends aren't new – they're just accelerated
REPORT: Shoppers and retailers alike have been dealing with new dynamics throughout the pandemic. Indeed, shopping is one of the everyday activities that has been turned upside down by COVID-19 and non-essential retail is among the most disrupted sectors. While it is important to recognize the magnitude of the changes we are seeing and will continue to see in the future, it’s important not to be drawn into hyperbole. Read more here.
U.S. leads the world in the judgment of parents
REPORT: A new global Ipsos survey finds a majority of parents in every one of 28 countries saying they feel judged by others at least sometimes with the U.S. showing the largest proportion, 92%, in a tie with Singapore. Concurrently, 89% of Americans who are not the parent of a child under 18 admit to judging parents at least sometimes, the third-highest proportion of any country surveyed. Read more here.
Americans don't agree with the rest of the world on the importance of early childhood
REPORT: A new global Ipsos study finds differences in how Americans tend to view child development compared to people in dozens of other countries around the world: Americans are among those least likely to view the period from the start of pregnancy through age 5 as the most important for someone’s health and happiness in adulthood. Read more here.
One in four have recently witnessed Asian people being blamed for the coronavirus pandemic
REPORT: As violence against Asian Americans is on the rise, including a recent mass shooting of seven people of Asian descent in Atlanta, a new USA Today/Ipsos poll finds that a quarter of Americans have witnessed someone blaming Asian people for the coronavirus pandemic. Read more here.
Americans are split on whether athletes should take a stand on political and social issues
REPORT: A slim majority of Americans feel it is appropriate for athletes (professional, college, and Olympic) to speak out on political or social issues, according to a new Axios/Ipsos “Hard Truths” poll. Though most acknowledge that athletes can have a positive impact when speaking out on issues around racial inequality, there are clear divisions in the data along partisan and racial/ethnic lines about athlete activism. Read more here.
Is your pharma website optimized for users?
ON-DEMAND WEBINAR: Unfortunately, many pharmaceutical websites are not optimally presented to the end user. For instance, navigation panels are unintuitive, critical information is obscured, and the important safety information is often distracting. This can cause the user confusion and frustration on top of the stress already caused by learning to manage a chronic condition. Watch our on-demand webinar to learn about concepts of information architecture and how they can be applied to improve a pharmaceutical website. Learn more and watch here.
Biden's approval rating soars amid string of successes
REPORT: Biden is holding strong: progress on COVID, a massive stimulus package, and spring optimism in the air. A sitting president at a 40% approval rating or better has a good chance of winning the next election, pushing their agenda through Congress and building winning coalitions, writes Ipsos U.S. Public Affairs President Cliff Young. Biden has all this and more. Read more here.
Telemedicine: Real experiences, real insights
ON-DEMAND WEBINAR: Over the past year, telemedicine has become how healthcare providers interact with most of their patients. But what do different stakeholders really think about telemedicine and its future? Ipsos conducted interviews with providers, patients, and payers to understand how these key stakeholders currently experience telemedicine and how they are likely to use it in the future. Watch our on-demand webinar March 18 to see our healthcare experts discuss this stakeholder feedback, what the future of telemedicine holds, and how pharma companies can best support healthcare providers and patients in this transition to more telemedicine in the future. Learn more and watch here.
American consumer confidence is climbing back to where it was before the pandemic
REPORT: Following the passage of the American Rescue Plan Act, consumer confidence is edging closer to pre-pandemic levels, according to the Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker. This is the continuation of a five-week rally and marks a new pandemic high. Read more here.
College graduates are excited for March Madness. Others? Not so much.
REPORT: Only 42% of Americans say they’re as excited or more excited for NCAA March Madness than they were last time the college basketball tournament was held two years ago, according to new data from the Ipsos Coronavirus Consumer Tracker. But college graduates, middle-aged adults and wealthy Americans are more excited than others. Read more here.
Americans report high levels of concern about data privacy and security
REPORT: Americans report high levels of concern about data privacy and security, according to a new Ipsos survey. More than half would support new laws and rules limiting what technology companies can do. However, while there is bipartisan support for limiting the role of technology companies more broadly, partisan divides lurk beneath the surface. Read more here.
Most Americans support increasing the federal minimum wage to $15 an hour
REPORT: A new Amazon/Ipsos thought leadership study finds that Americans look to large companies to help push forward raising the minimum wage, and say that increasing the federal minimum wage to $15 an hour would have a positive impact on workers generally, their community, the country, and the economy. Meanwhile, eight-in-ten Americans do not know the actual amount of the current federal minimum wage. Read more here.
Affluent Americans see the end of the pandemic. Here’s how marketers can reach them.
REPORT: Wealthy Americans’ optimism and their financial insulation will carry them through the last phases of the COVID-19 pandemic, a trend that has major implications for marketers and the economy at large. As spring approaches and vaccinations increase, Ipsos data shows new ways to reach this group as the world re-emerges. Read more here.
Consumer consciousness: A new survival strategy in a volatile world
REPORT: Companies with a high level of consumer consciousness are more aware and attuned to consumer needs and more agile to developing needs or market disruptions. Learn more about a holistic strategy, based on recent developments in neuroscience and data science/analytics, to build consumer consciousness into an organization. Read more here.
American consumers want more ways to buy and pay in the future
REPORT: American consumers are unlikely to return to their old ways of buying things even as they gain confidence in the recovery from the pandemic. The massive disruption of 2020 has perhaps forever changed the ways people buy and pay, according to the latest issue of Ipsos’ What the Future magazine. Read more here.
People want to know who has gotten the COVID-19 vaccine
REPORT: The latest public opinion poll from Reuters/Ipsos finds that 72% of Americans say that knowing whether someone else has received the vaccine is very or somewhat important; this is primarily driven by Democrats (89% say it is important), compared to 56% of Republicans. Read more here.
Premium brands kept their momentum through the pandemic – but not everywhere
REPORT: The rise in desire for premium brands in recent years has been continuous and steady across markets. And despite the pandemic, premium brands continued to generate higher consumer desire across the board – except in North America. Read more here.
Americans are most likely to trust healthcare workers and doctors
REPORT: As the country reaches its one-year anniversary of the COVID-19 pandemic, a new Ipsos poll shows that Americans are most likely to trust healthcare workers. On the other hand, deep partisan divides exist when it comes to how Americans view top political figures. Read more here.
Most of America still thinks Biden is doing a good job with the pandemic
REPORT: In a snap poll conducted after President Joe Biden’s address to the nation on the one year anniversary of the start of the coronavirus pandemic in the United States, Ipsos finds large majorities approve of Biden’s handling of the pandemic and his plans outlined in the address. However, Americans are much less optimistic on if we will come together, reflecting the ongoing partisan division impacting the nation. Read more here.
How digital tools have been crucial to fighting the COVID Mental Health crisis
REPORT: Understaffed mental health professionals are expected to see a massive rise in the number of patients and services requested in the wake of COVID-19. Digital therapeutics show promise in addressing these demands, but the extent of their effectiveness will depend entirely on their adoption and level of access provided by insurers. Read more here.
COVID-19 vaccination intent has soared across the world
REPORT: A new Ipsos survey conducted in partnership with the World Economic Forum points to a notable increase in COVID-19 vaccination intent since December in all 15 countries studied. The survey also shows that in many countries, a large majority of those who intend to get a vaccine will seek to do as soon as it is available to them. Read more here.
Why only some advertising gets talked about on social media and becomes famous
REPORT: Evidence suggests that advertising that gets talked about has the potential to deliver unpaid or earned reach, and therefore more efficiency for marketers. Based on our analysis, we identify four key traits that represent the types of ads that attract comments, which in turn are linked to earned media effects. Read more here.
Advertising 2021: Cultural fluency, gender and people of color
ON-DEMAND WEBINAR: Coming out of the pandemic, many consumers are expecting to see meaningful change and there’s a lot more riding on brands getting it right. During this complimentary on-demand webinar, we share data from a broad sample of consumers on topics at the intersection of equality and advertising, how advertising is doing at diversity and inclusion, and what consumers would like to see more and less of – including some really interesting tactical learnings on gender roles and on featuring people of color the way they want to be depicted. Learn more and register here.
What will the American pantry look like after the pandemic?
REPORT: The acquisition and storage of food and household goods has been a roller coaster ride for American families the past year. Now, one year into the pandemic, there are clues in the current environment that can shed light on what the future holds. Ipsos believes brands need to go beyond focusing on which storage behaviors have changed this past year and consider the larger ecosystem that drives behavior. Read more here.
Americans’ trust in law enforcement, desire to protect law and order on the rise
REPORT: Ahead of the trial of Derek Chauvin, the police officer charged with the murder of George Floyd, and the one year anniversary of the death of Breonna Taylor, a new USA Today/Ipsos poll shows shifting views among the American public when it comes to trust in law enforcement and Black Lives Matter, the right to protest, and the circumstances around Floyd’s death last May. Read more here.
Parents welcome additional, post-COVID educational support for their kids
REPORT: A new NPR/Ipsos poll finds that the kids are all right, for the most part, but parents would certainly welcome additional support, from returning to in-person classes, to targeted tutoring, to structured emotional and mental health support. There is also a broad sense among parents that their school district has handled the pandemic well and is communicating clearly with them. Read more here.
COVID-19 one year on: Global public loses confidence in institutions
REPORT: Nearly a year after the World Health Organization declared the spread of the novel coronavirus a pandemic, Ipsos has found that people from six of eight major countries are less confident in their government's ability to deal with COVID-19 than last year. Read more here.
Americans are looking forward to the end of COVID-19 restrictions
REPORT: As states begin to lift coronavirus restrictions and more Americans receive vaccinations, a new Ipsos poll shows that the country is looking forward to leaving the pandemic in the past and returning to a sense of normalcy. With this sentiment comes the desire to see friends and family and enjoy public places. Read more here.
Consumer confidence hits a new pandemic high
REPORT: American consumers are moving closer to pre-pandemic levels of optimism in this week’s Ipsos-Forbes Advisor U.S. Consumer Confidence Tracker: Overall consumer sentiment just hit a new pandemic record. Read more here.
How market researchers can tap into people’s regrets to make better decisions
REPORT: What we can we learn from regrets? For market researchers, regret is an important construct that can enhance our understanding of decision-making and consumer behavior. Measuring levels of regret in consumer surveys can help us look in more detail at behavior shift, behavior stickiness and behavior intent in a range of scenarios. Read more here.
Face masks make customer service harder. Here’s how brands can break through.
REPORT: Ipsos research shows that face masks affect human rapport and relationship-building as they inhibit facial perception and communication. With mask wearing likely here to stay, and for some considerable time yet, how do organizations create meaningful masked moments that encourage customers to return, spend and recommend, while also ensuring that customers and staff stay safe? Read more here.