USA Consumer Trends, Insights & Market Data

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screen and (max-width: 48em) { .page-header.nav { display: none; } } .grecaptcha-badge { margin-top: 20px; } </style> <div class="page-header with-data-sets-navigation" id="top"> <div class="grid-container"> <div class="grid-x grid-margin-x align-center"> <div class="small-12 medium-10 large-10 cell"> <div class="grid-x grid-margin-x space-for-data-sets"> <div class="small-12 medium-12 large-7 cell-header"> <div class="content"> <span id="hs_cos_wrapper_page_title" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_header" style="" data-hs-cos-general-type="widget" data-hs-cos-type="header"><h1>GWI USA</h1></span> <p class="page-subheading">America’s changing - fast. 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class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_joystick.svg" alt=""> </span> Gaming </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/kids" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_child.svg" alt=""> </span> Kids </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/luxury" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_bag.svg" alt=""> </span> Luxury </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/sports" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_basketball.svg" alt=""> </span> Sports </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/travel" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_plane.svg" alt=""> </span> Travel </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/b2b" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_briefcase.svg" alt="icon_briefcase"> </span> Work </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/usa" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_star.svg" alt=""> </span> USA </a> </li> <li class="data-sets-navigation__item"> <a href="https://www.gwi.com/zeitgeist" class="data-sets-navigation__link "> <span class="data-sets-navigation__icon"> <img src="https://www.gwi.com/hubfs/icon_stopwatch.svg" alt=""> </span> Zeitgeist </a> </li> </ul> </div> </div> </div> <div class="data-sets-navigation--mobile"> <div class="data-sets-navigation--mobile-wrapper"> <div class="data-sets-navigation--mobile__icon"> <img src="https://www.gwi.com/hubfs/icon_stats.svg" alt=""> </div> <select id="dataSetsNavigation" autocomplete="off"> <option selected value="default">Explore our data sets</option> <option data-url="https://www.gwi.com/alcohol">Alcohol</option> <option data-url="https://www.gwi.com/automotive">Automotive</option> <option data-url="https://www.gwi.com/consumer-tech">Consumer Tech</option> <option data-url="https://www.gwi.com/core">Core</option> <option data-url="https://www.gwi.com/gaming">Gaming</option> <option data-url="https://www.gwi.com/kids">Kids</option> <option data-url="https://www.gwi.com/luxury">Luxury</option> <option data-url="https://www.gwi.com/sports">Sports</option> <option data-url="https://www.gwi.com/travel">Travel</option> <option data-url="https://www.gwi.com/b2b">Work</option> <option data-url="https://www.gwi.com/usa">USA</option> <option data-url="https://www.gwi.com/zeitgeist">Zeitgeist</option> </select> </div> </div></div> <div class="empty-bar"></div> </div> <div id="hs_cos_wrapper_2020_summaryStack" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section animated" a-group="2020_summaryStack"> <div class="grid-container"> <div class="grid-x grid-margin-x section-heading"> <div class="small-12 large-10 large-offset-1 cell"> <h2><div id="hs_cos_wrapper_2020_summaryStack_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" data-hs-cos-field="section_head.section_title">Today’s America. Today’s insights.</div></h2> <p class="text-large"> Our study provides the answers you need, in the moment you need them.</p> </div> </div> <div class="grid-x grid-margin-x align-center"> <div class="small-12 large-10 cell"> <div class="grid-x grid-margin-x marketing-summary"> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack " a-group="2020_summaryStack"> <div class="stack-heading"> <img src="https://www.gwi.com/hubfs/Group%202489.svg" alt="See more of your audience" width="160"> <h3 class="h4"> See more of your audience</h3> </div> <div class="stack-body"> <p>Understand every audience including Asian American, African American and Hispanic respondents.</p> </div> </div> </div> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack " a-group="2020_summaryStack"> <div class="stack-heading"> <img src="https://www.gwi.com/hubfs/Group%202490.svg" alt="React when it&nbsp;counts" width="160"> <h3 class="h4"> React when it counts</h3> </div> <div class="stack-body"> <p>Analyze new data that combines thousands of attributes every quarter, so you can react faster.</p> </div> </div> </div> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack " a-group="2020_summaryStack"> <div class="stack-heading"> <img src="https://www.gwi.com/hubfs/Group%202491.svg" alt="Focus on motivations" width="160"> <h3 class="h4"> Focus on motivations</h3> </div> <div class="stack-body"> <p>Dig into US consumer insights across a range of topics, including cultural identity, aspirations, and more.</p> </div> </div> </div> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack " a-group="2020_summaryStack"> <div class="stack-heading"> <img src="https://www.gwi.com/hubfs/Group%202493.svg" alt="Understand more brands" width="160"> <h3 class="h4"> Understand more brands</h3> </div> <div class="stack-body"> <p>Get a detailed picture of what consumers think about brands across topics like retail and health.</p> </div> </div> </div> </div> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_summaryStack2" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module adjacent-section" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section themed animated" a-group="2020_summaryStack2"> <div class="grid-container"> <div class="grid-x grid-margin-x section-heading"> <div class="small-12 large-10 large-offset-1 cell"> <h2><div id="hs_cos_wrapper_2020_summaryStack2_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" data-hs-cos-field="section_head.section_title">Size counts when it comes to your sample</div></h2></div> </div> <div class="grid-x grid-margin-x align-center"> <div class="small-12 large-10 cell"> <div class="grid-x grid-margin-x marketing-summary"> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack themed-primary" a-group="2020_summaryStack2"> <div class="stack-heading"> <p class="h3"> <span class="stat"><span class="counter" data-counter="50">0</span><span></span></span> states</p> </div> <div class="stack-body"> <p>Compare <a href="https://www.gwi.com/data-coverage?product=USA">US markets</a> and deep-dive into your local audiences</p> </div> </div> </div> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack themed-primary" a-group="2020_summaryStack2"> <div class="stack-heading"> <p class="h3"> <span class="stat"><span class="counter" data-counter="80">0</span><span>k</span></span> annual sample</p> </div> <div class="stack-body"> <p>Get pin-sharp results thanks to our huge annual sample</p> </div> </div> </div> <div class="small-12 medium-6 large-auto cell"> <div class="summary-stack themed-primary" a-group="2020_summaryStack2"> <div class="stack-heading"> <p class="h3"> <span class="stat"><span class="counter" data-counter="250">0</span><span>m+</span></span> consumers represented</p> </div> <div class="stack-body"> <p>Profile unique audiences aged 16+ for deep, actionable insights</p> </div> </div> </div> </div> </div> <div class="small-12 large-10 cell section-footer"> <button class="primary button to-form"> Book a demo </button> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock0_left" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section "> <div class="poster-block left"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> Make the right connections </div> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=516&height=388&name=hand%20writting_IS%201129198437%201.png" loading="lazy" alt="tetris blocks" width="516" height="388" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=258&height=194&name=hand%20writting_IS%201129198437%201.png 258w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=516&height=388&name=hand%20writting_IS%201129198437%201.png 516w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=774&height=582&name=hand%20writting_IS%201129198437%201.png 774w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=1032&height=776&name=hand%20writting_IS%201129198437%201.png 1032w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=1290&height=970&name=hand%20writting_IS%201129198437%201.png 1290w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/hand%20writting_IS%201129198437%201.png?width=1548&height=1164&name=hand%20writting_IS%201129198437%201.png 1548w" sizes="(max-width: 516px) 100vw, 516px"> </div> <div class="poster-block-content"> <h2 class="title">Make the right connections</h2> <div class="text-large"> <p>Say goodbye to underperforming partnerships. GWI USA lets you understand exactly what your audience is interested in so you can collaborate with other brands that genuinely mean something to them - that way, everyone benefits.</p> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock1_right" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module adjacent-section" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section themed-inverse"> <div class="poster-block right"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> Be on target, every time </div> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=340&height=333&name=Group%202493.png" loading="lazy" alt="Be on target" width="340" height="333" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=170&height=167&name=Group%202493.png 170w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=340&height=333&name=Group%202493.png 340w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=510&height=500&name=Group%202493.png 510w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=680&height=666&name=Group%202493.png 680w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=850&height=833&name=Group%202493.png 850w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202493.png?quality=high&width=1020&height=999&name=Group%202493.png 1020w" sizes="(max-width: 340px) 100vw, 340px"> </div> <div class="poster-block-content"> <h2 class="title">Be on target, every time</h2> <div id="hs_cos_wrapper_2020_posterBlock1_right_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="inline_rich_text" data-hs-cos-field="content.rich_content"><div class="text-large"> <p><span data-metadata=""></span><span data-buffer=""></span><span>Validate your thinking and discover the best way to target US audiences thanks to an in-depth understanding of their media habits. No more gut feel or guesswork, just focused, accurate answers that yield the right results every time.</span></p> </div></div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock2_left" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section "> <div class="poster-block left"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> Details make the difference </div> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=500&height=363&name=ladyiphone.png" loading="lazy" alt="ladyiphone" width="500" height="363" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=250&height=182&name=ladyiphone.png 250w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=500&height=363&name=ladyiphone.png 500w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=750&height=545&name=ladyiphone.png 750w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=1000&height=726&name=ladyiphone.png 1000w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=1250&height=908&name=ladyiphone.png 1250w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/ladyiphone.png?width=1500&height=1089&name=ladyiphone.png 1500w" sizes="(max-width: 500px) 100vw, 500px"> </div> <div class="poster-block-content"> <h2 class="title">Details make the difference</h2> <div class="text-large"> <p>Gather US consumer insights quickly and easily to help you understand precisely what differentiates you or your clients from the competition. Knowing how you stand out is the vital first step to giving audiences more of what they want.</p> </div> <div class="poster-block-cta"> <button class="button primary to-form"> Book a demo </button> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock3_right" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section themed"> <div class="poster-block right"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> Get set up for success </div> <div class="parallax-image-container clip-bottom" data-scroll-speed="2" data-scroll-direction="vertical" data-scroll-start-y="0" data-scroll-max="-1"> <div class="parallax-clip-container "> <div class="moving-element"> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=750&height=526&name=mg2.png" loading="lazy" alt="man in pink suit" width="750" height="526" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=375&height=263&name=mg2.png 375w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=750&height=526&name=mg2.png 750w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=1125&height=789&name=mg2.png 1125w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=1500&height=1052&name=mg2.png 1500w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=1875&height=1315&name=mg2.png 1875w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/mg2.png?width=2250&height=1578&name=mg2.png 2250w" sizes="(max-width: 750px) 100vw, 750px"> </div></div></div> </div> <div class="poster-block-content"> <h2 class="title">Get set up for success</h2> <div class="text-large"> <p>Uncover promising areas for growth among your current and target audiences. This is about giving yourself the best possible chance of longer success, all based on rock-solid research rather than wishful thinking.</p> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock5_right" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section "> <div class="poster-block right"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> Compare and contrast across the country </div> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=520&height=374&name=Group%202496-1.png" loading="lazy" alt="world map" width="520" height="374" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=260&height=187&name=Group%202496-1.png 260w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=520&height=374&name=Group%202496-1.png 520w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=780&height=561&name=Group%202496-1.png 780w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=1040&height=748&name=Group%202496-1.png 1040w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=1300&height=935&name=Group%202496-1.png 1300w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Group%202496-1.png?width=1560&height=1122&name=Group%202496-1.png 1560w" sizes="(max-width: 520px) 100vw, 520px"> </div> <div class="poster-block-content"> <h2 class="title">Compare and contrast across the country</h2> <div class="text-large"> <p>Our harmonized data lets you easily compare consumers from across the USA. Explore our full coverage here.</p> </div> <div class="poster-block-cta"> <span id="hs_cos_wrapper_2020_posterBlock5_right_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_cta" style="" data-hs-cos-general-type="widget" data-hs-cos-type="cta"><span class="hs-cta-wrapper" id="hs-cta-wrapper-ee7073e5-b31a-4a7a-94e4-0a8900ae5a78"><span class="hs-cta-node hs-cta-ee7073e5-b31a-4a7a-94e4-0a8900ae5a78" id="hs-cta-ee7073e5-b31a-4a7a-94e4-0a8900ae5a78"><a href="https://cta-redirect.hubspot.com/cta/redirect/304927/ee7073e5-b31a-4a7a-94e4-0a8900ae5a78"><img class="hs-cta-img" id="hs-cta-img-ee7073e5-b31a-4a7a-94e4-0a8900ae5a78" style="border-width:0px;" src="https://no-cache.hubspot.com/cta/default/304927/ee7073e5-b31a-4a7a-94e4-0a8900ae5a78.png" alt="Our data coverage"></a></span><script charset="utf-8" src="/hs/cta/cta/current.js"></script><script type="text/javascript"> hbspt.cta._relativeUrls=true;hbspt.cta.load(304927, 'ee7073e5-b31a-4a7a-94e4-0a8900ae5a78', {"useNewLoader":"true","region":"na1"}); </script></span></span> </div> </div> </div> </div></div> <div id="hs_cos_wrapper_2020_posterBlock8_right" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="page-section themed"> <div class="poster-block left"> <div class="poster-block-media"> <div class="h2 title-small" role="presentation"> One platform, endless possibilities </div> <div class="parallax-image-container " data-scroll-speed="2" data-scroll-direction="vertical" data-scroll-start-y="0"> <div class="parallax-clip-container "> <div class="moving-element"> <img src="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=564&name=Platform%20Shot%201.png" alt="Platform Shot " width="564" srcset="https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=282&name=Platform%20Shot%201.png 282w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=564&name=Platform%20Shot%201.png 564w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=846&name=Platform%20Shot%201.png 846w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=1128&name=Platform%20Shot%201.png 1128w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=1410&name=Platform%20Shot%201.png 1410w, https://304927.fs1.hubspotusercontent-na1.net/hub/304927/hubfs/Platform%20Shot%201.png?width=1692&name=Platform%20Shot%201.png 1692w" sizes="(max-width: 564px) 100vw, 564px"> </div></div></div> </div> <div class="poster-block-content"> <h2 class="title">One platform, endless possibilities</h2> <div class="text-large"> <p>Need answers now? We’ve got USA data on demand. 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