Consumers

Americans have a small, but growing, confidence that the average person can tell the difference between news and opinion content, and a continued high confidence (62%) that we can personally tell news from opinion, according to the Ipsos Consumer Tracker

A sizeable majority of Americans (85%) say that they “just assume companies are always tracking data about me,” according to the Ipsos Consumer Tracker

Almost half of older adults list investing as one of the best ways to build wealth, and four in ten say home ownership is a top way to build wealth, according to the Ipsos Consumer Tracker. Younger age groups are much more divided: Among 18- to 34-year-olds, just as many cite being an influencer (17%) as owning a home (18%).

When it comes to product reviews, people trust authenticity/transparency, track record, relatability and their deals/offers, according to the Ipsos Consumer Tracker

One in four Americans say they expect to use AI like ChatGPT to help with gift ideas or shopping lists, with even higher numbers among young adults, according to the Ipsos Consumer Tracker

A growing number of Americans say they've canceled streaming services or are putting off car and home repairs, according to the Ipsos Consumer Tracker

Hear more about how “Made in America” matters and how to leverage it effectively, and how to tap the nuances of the American Dream across different demographics to tailor your products, innovation pipeline and your messages.

When was America greatest? A (shrinking) majority say it was greatest before the 1980s, according to the Ipsos Consumer Tracker. Just 9% think it’s at its greatest in the present day. More (12%) think it was never great.

Only 34% of parents have started back-to-school shopping heading into August, according to the Ipsos Consumer Tracker