Americans Like Buying Local and

Americans also like putting customers and employees ahead of shareholders

The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs
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Washington, DC, February 26, 2019 — An Ipsos poll reveals the extent to which Americans have a favorable opinion towards different ideas, companies and people. When it comes to retail outlets, more than eight in ten Americans (86%) have a favorable opinion of, the highest on the list. Second on the list is Target, with an 80% favorability. Walmart is a distant third, with 70% of Americans reporting a favorable opinion of the country’s largest retail outlet. Other retailers include Trader Joe’s (66%), Whole Foods (66%), and Zappos (41%). Last on the list of retailers is A third (32%) of Americans have a favorable opinion of the online shopping website, but more than half (54%) are unfamiliar with it.

When it comes to ideas, buying local is seen as favorable by nine in ten Americans. Americans also think highly of the idea of putting customers (83%) and employees (81%) ahead of shareholders; but are less embracing of the idea of putting customers ahead of employees (59%). Americans also like thinking big (79%) and frugality (68%).

In the battle of virtual assistants, Google Home slightly beats out Alexa as America’s most favorable voice-activated smart speaker. Fifty-seven percent of Americans have a favorable opinion of Google Home while 52% have a favorable opinion of Amazon’s Alexa. Among newspapers, 54% of Americans have a favorable opinion of USA Today. Forty-five percent of Americans have a favorable opinion of the Washington Post.

Americans have slightly less favorable opinions when it comes to billionaires. Jeff Bezos, CEO of and the world’s largest billionaire, is seen favorably by 39% of Americans. Howard Schultz, former CEO of Starbucks and potential independent candidate for the 2020 presidential election, is only seen favorably by 20% of Americans.

About the Study

These are findings from an Ipsos poll conducted February 22 - 25, 2019. For the survey, a sample of 1,007 adults 18+ from the continental U.S., Alaska, and Hawaii were interviewed online in English. The sample includes 314 Democrats, 351 Republicans, and 240 Independents.

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education. 

Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,007, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points). 

This study also has a credibility interval of 6.3 percentage points for Democrats, 6.0 percentage points for Republicans, and 7.2 percentage points for Independents.

For more information on this news release, please contact:

Chris Jackson
Vice President, U.S.
Ipsos Public Affairs
+1 202 420-2025

Mallory Newall
Director, U.S.
Ipsos Public Affairs
+1 202 420-2014

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. Through our media partnerships, Ipsos Public Affairs is a leading source of intelligent information for businesses and professionals in the U.S., Canada, the UK, and internationally. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.

With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; public affairs research; and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,780.5 million in 2017.


The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs

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