As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:

1. Cautious Optimism Amid Economic Uncertainty

While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.

2. Shopping Priorities Reflect Economic Caution

In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.

3. E-Commerce Is Here to Stay, But So Is the Store

Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.

4. Hybrid Shopping Is the New Norm

Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.

5. Price and Quality Drive Purchases

Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.

6. Amazon Still Reigns, But Niche Retailers Are Gaining Ground

Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.

7. Cultural Relevance Matters—Especially in Multicultural Segments

More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.

Future of Retail: What’s Next?

Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.

How Retailers Can Win in 2025

To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.

Consumer Shopping in 2025: The Bottom Line

As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.

Download the report here.

Breast cancer is the second most common cancer in women in the United States. It is also the second deadliest, but it doesn’t have to be. Awareness, early detection, and treatment are key factors in significantly reducing breast cancer mortality rates.

In recognition of Breast Cancer Awareness Month, ThinkNow conducted a nationally representative quantitative survey among U.S. women to assess their awareness, beliefs, and behaviors around breast cancer. Conducted in September and October 2024, the survey encompassed a diverse sample of 806 women, aged 18 and older, from across the country. Below are the study’s key findings and their implications for healthcare companies, government agencies and nonprofits.

Download the full report here.

Breast Cancer in America

1. High Awareness, Yet Gaps Remain

• Key Insight: Roughly two-thirds of surveyed women identified breast cancer as the most common cancer among women. While some forms of skin cancer are the most commonly diagnosed cancers among women (breast cancer is second), skin cancer is much less likely to be terminal if properly treated. Awareness of which types of cancers were most common also varied by age and ethnicity.
• Implication: Since early detection is essential to reducing breast cancer deaths, targeted public education campaigns can help close the knowledge gaps about the disease across generations and ethnicities.

2. Concerns and Personal Connections Drive Engagement

• Key Insight: Over 40% of women reported concerns about potentially developing breast cancer, with nearly 60% having either been diagnosed personally or have a personal connection through friends or family.
• Implication: Personal experiences may be a powerful motivator for breast cancer advocacy. Campaigns could tap into personal storytelling to create deeper emotional connections that are likely to resonate with broader audiences.

3. Sources of Breast Cancer Information

• Key Insight: Most women seek information from healthcare professionals and health-related websites, though a significant percentage also rely on family, social media, and search engines. Social media use for information was highest among Gen Z and Millennials.
• Implication: Healthcare providers continue to be trusted sources of information. However, leveraging social media can improve outreach to younger audiences who are more accustomed to digital information. Additionally, encouraging conversations within social circles is particularly impactful for Latina women. For women of color in general, who may or may not have access to healthcare or relationships with a doctor, social media becomes a critical platform to share information and promote advocacy.

4. Risk Factors and Prevention Awareness

• Key Insight: Genetic and family history factors are widely recognized as primary breast cancer risks, followed by hormonal factors and lifestyle choices like smoking. About half of the women surveyed believe they can take actions to reduce their risk, yet one-third are unsure.
• Implication: Educational efforts could highlight actionable steps women can take to reduce their risk, especially for those uncertain about prevention strategies. Clear information on lifestyle changes and screening options could empower women to make informed decisions. Campaign strategies must take a culturally sensitive approach, recognizing disparities in access to healthy food options, safe exercise environments, smog, and other environmental factors present in under-resourced communities.  

5. Screening Practices and Mammogram Awareness

• Key Insight: Despite broad awareness of the importance of mammograms, factors like procrastination, discomfort, and fear hinder some women from getting screened. Approximately 30% of women over 40 who haven't had a mammogram cited procrastination as the reason.
• Implication: Addressing fears and encouraging routine mammograms are essential. Simplifying access to screening and enhancing comfort measures could reduce procrastination and discomfort, increasing screening rates.

6. Encouraging Preventive Actions Among Family and Friends

• Key Insight: A significant 72% of women are likely to encourage female family members to get a mammogram, with likelihood increasing with age.
• Implication: Community-centered campaigns that empower women to advocate for their loved ones’ health could amplify preventive actions and normalize discussions around regular screening. Partnering with community influencers like churches and service organizations can assist in reaching niche groups and cultivating supportive environments for open dialogue.

Final Thoughts

ThinkNow’s 2024 Breast Cancer Awareness Report underscores both progress and opportunities in breast cancer awareness, revealing that while American women are generally informed, significant disparities and concerns persist. By tailoring outreach to specific demographic needs, healthcare organizations and advocacy groups can promote early detection, preventive actions, and support networks. This report reaffirms the importance of both personal connection and accessible information in fostering a proactive approach to breast cancer awareness and prevention.

Download the full report here.

Awareness of artificial intelligence (AI) has rapidly grown since the launch of ChatGPT in November 2022. Since then, a flurry of similar AI tools, such as Google Gemini and Microsoft Copilot, have emerged, each aimed at familiarizing consumers with the benefits of this technology. Although AI is not a new concept, its current applications are reshaping creative industries, communication, and the economy through automation and enhanced decision-making, influencing how we work, create and connect.  While many are excited by these changes, they raise concerns for others.

To better understand public opinion on AI, ThinkNow conducted a quantitative survey of a nationally representative sample of U.S. adults.  Our findings revealed both expected and unexpected attitudes toward AI. While widely seen as a useful tool, its adoption varies significantly across age, cultural, and racial/ethnic groups.  Let’s dive in! 

Download the report here.

Familiarity and Use 

Our research shows that AI technology is widely recognized and utilized across generations, except for Boomers. Gen Z is found to be the most familiar with AI, with 49% being very familiar and 38% being familiar. Interestingly, only 13% of Gen Z report being unfamiliar or very unfamiliar with the technology. On the opposite end of the spectrum, only 6% of Boomers report being very familiar with AI, with an overall understanding at 62%. They therefore lag significantly behind Gen Z, Millennials and Gen X. 

However, the extent to which AI is used isn’t equal among generational groups. Cultural/racial background seems to play a role. Our findings show that African Americans report the most familiarity, with 35% feeling “very familiar.” Asians are the next most familiar with the technology, with 33% total reporting strong familiarity. Hispanics (22%) and non-Hispanic whites (22%) report they are “very familiar” with AI. 

These findings highlight the generational and cultural disparities in AI familiarity, suggesting that while AI technology is increasingly recognized, its adoption and understanding vary significantly across different demographic groups. 

Use of AI in Daily Life 

Our findings also find that most respondents perceive that AI is currently being used in three primary areas: scientific research and analysis, daily life applications, and business productivity tools. Twenty-five percent of respondents report that the best use of AI would be in scientific research and analysis. This usage of AI is followed by daily tasks (customer service, scheduling, navigation, etc.) at 24%. Twenty-two percent report that AI should be used in business and productivity, followed by entertainment recommendations or games (18%), and a total of 11% of respondents suggest that they aren’t sure how the technology should be used (5%) or that the presented options do not apply (6%). 

Overall, our findings show that the public's understanding of AI is largely centered on its potential as a valuable tool and supportive resource. Sixty percent of respondents in the total market describe AI as a helpful tool or assistant. This is followed by 39% of respondents describing it as something essential for the future and 36% as an ethical tool for the use of information. A total of 36% of respondents report that AI is a machine that surpasses human intelligence, while 34% report that it’s complex data. Interestingly, only 34% of respondents perceive the integration of AI into daily life as a threat to privacy and only 22% report feeling that AI would threaten their employment prospects.

Thus, while overall perceptions are generally positive, many respondents report concerns about the technology. When compared to other generational cohorts, Boomers are most concerned about the ethical use of AI and the protection of personal information in the face of data collection. This finding is not surprising given this generation’s overall skepticism toward the technology, as we further demonstrate below. 

Acceptance, Education and Regulation

Approximately half of respondents report comfort with AI integration into daily life. Asians and African Americans report the most comfort with daily use of virtual assistants, while non-Hispanic Whites and Gen Z are the least likely to report feeling ‘very comfortable’ interacting with virtual assistants. Generationally, comfort with usage of AI-powered virtual assistants is most prevalent among Millennials (70%), followed by Gen X (52%), Gen Z (51%), and Boomers (39%). 

As AI becomes more ubiquitous, respondents report concerns with education about AI and call for increased government regulation of the powerful technology. Nearly 9-out-of-10 respondents emphasize the importance of AI education. African Americans report the most concern with education, with 62% saying education is “very important,” followed by Asians, with 61% of this demographic reporting the same. Sixty percent of Hispanics and 54% of non-Hispanic Whites say that education about AI is “very important.” The perceived importance of educating the public about AI increases with age. Seventy percent of Boomers think that education on AI is “very important,” followed by Gen X and Millennials. Gen Zers show lower levels of concern about AI education compared to other age groups, likely driven by their self-reported level of familiarity with AI.  

These numbers largely track with interest in regulation of AI. While 57% of Boomers believe AI regulation is very important, this figure drops to 48% among Gen X, followed by Millennials (43%) and Gen Z (39%). Asians are the least likely to consider regulation on AI development as very important, while African Americans are the most. Of all respondents, most identify tech companies (32%) and the government (30%) as the primary entities responsible for AI regulation. These entities are followed by independent bodies (14%) and international organizations, like the UN (9%).

However, 14% of respondents report being uncertain about how to allocate responsibility for regulation. When asked about the future of the technology, responses are almost evenly split. While the majority respond that they are optimistic (54%) or neutral (26%), 20% report feeling pessimistic. Overall, non-Hispanic Whites and Boomers report the most pessimistic outlook, while Hispanics report feeling the most optimistic. 

The Future of AI 

Our research reveals a complex landscape of AI recognition, familiarity and comfort, shaped by generational and cultural factors. While AI continues to grow in influence, the varying levels of adoption highlight the need for targeted education and thoughtful regulation to dispel detractors like conspiracy theories and prevent abuse.  Moving forward, addressing these disparities will be essential to ensure that AI becomes an inclusive and beneficial tool for everyone.

Download the report here.

Excitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City of Light will be teeming with fans and well-wishers who have traveled from near and far to watch and enjoy the Games. Those unable to attend can watch broadcasts on NBC and Telemundo, and networks like USA and the Golf Channel or stream the content on Peacock.

This year's Games are highly anticipated as they are the first full-capacity Olympics since the pandemic began. However, consumers’ media consumption habits changed significantly during the pandemic. To understand how audience engagement with the 2024 Summer Olympics might be impacted, ThinkNow conducted a quantitative research study among a nationally representative sample of U.S. adults.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

Consumer Sentiment

The study revealed that a significant majority (68%) of U.S. adults plan to watch at least some of the Summer Olympics, marking a rise in enthusiasm compared to previous Games. This is particularly exciting considering fewer than half watched the 2022 Winter Olympics and 2020 Summer Olympics.

Asians (76%) expressed the most interest in watching this year’s Games, followed by African Americans (75%), Hispanics (74%) and non-Hispanic Whites (67%), demonstrating the growing diversity of U.S. viewers of this year’s Games.

Millennials (74%) are the largest generational cohort expressing interest in the Summer Olympic Games, followed by Gen X (71%) and Gen Z (68%). At 62%, Boomers show the least interest. That means that this year’s viewers will not only be more diverse but also skew younger, an important insight for brands looking to get in front of these influential groups.

Viewership

The study also uncovered distinct differences among various demographic groups in  viewership patterns. Overall, 31% of viewers plan to watch the Olympics every day, with African Americans (30%) and non-Hispanic Whites (29%) close to the average, while Asians show less daily viewership at 16%. A significant portion of the audience plans to watch the Games on most days, with Asians leading at 52%, followed by African Americans (46%), Hispanics (49%), and non-Hispanic Whites (44%). Asians (25%) are more likely to view the Olympics only on days when their preferred sporting events are on, compared to 21% of non-Hispanic Whites and 18% of Hispanics.

Motivations and Preferences

Consumers plan to watch the games for various reasons, with the primary motivations being a love for their favorite sports, a sense of patriotism and a desire to gain cultural understanding. Gymnastics appeals to all groups, with Asians showing the highest interest at 52%. Basketball is particularly popular among African Americans, with 59% expressing interest. Swimming attracts a higher percentage of Asians (29%) and non-Hispanic Whites (27%), while Track and Field is favored by African Americans (38%).

Baseball sees notable interest among Hispanics (23%) and non-Hispanic Whites (23%) despite not appearing at the Olympic Games this year. The sport returns for the 2028 Summer Olympics in Los Angeles. Beach Volleyball is most popular among non-Hispanic Whites (26%), whereas Boxing finds more favor among Hispanics (25%). Soccer is especially popular among Hispanics, with 35% expressing interest, significantly higher than other groups. The study also revealed varied levels of enthusiasm and engagement among different demographic groups and generations. Overall, 45% of respondents completely agree that watching the U.S. compete in the Olympics fills them with pride. This sentiment is strongest among Hispanics (53%) and Baby Boomers (57%), while African Americans (40%) and Gen Z (35%) show less enthusiasm. The anticipation for the Olympics every four years is high, with 34% of the total market expressing strong agreement, particularly among Hispanics (43%) and Baby Boomers (47%).  Thirty-nine percent of respondents view new sports like Surfing and Skateboarding favorably, with Millennials (47%) showing the most support and Boomers being the least enthusiastic (19%).

Learning about the culture of the host country is an appealing aspect for 43% of viewers, especially Gen Z (48%), although Asians (30%) and Boomers (26%) expressed less interest in diverse cultures. A significant portion of respondents, led by Hispanics (33%) and Millennials (35%), often go out of their way to watch their favorite Olympic events, with African Americans (17%) being less likely to do so.

The Olympics also serve as a family bonding occasion for 31% of viewers, particularly among Millennials (35%), though Boomers (20%) are less likely to share this view.  A significant portion of respondents plan to share Olympic content on social media, with Gen Z (28%) being the most active and Boomers (9%) being the least.

Media Consumption

Finally, different demographic groups and generations show notable differences in media consumption habits. Non-Hispanic Whites (45%) and Baby Boomers (54%) are more likely to watch the Olympics on NBC/traditional network TV compared to Hispanics (28%) and Gen Z (23%). Online streaming platforms such as Peacock and NBC.com are particularly popular among Asians (42%) and Millennials (49%), indicating a preference for digital consumption among younger audiences. In contrast, cable/satellite options like CNBC, USA Network, and Telemundo are favored by Hispanics (33%) and, to a lesser extent, by Baby Boomers (26%).   

A small percentage of viewers across all demographics are unsure about their viewing method, with Asians (6%) and Gen Z (7%) showing slightly higher uncertainty. These trends highlight the shift towards digital streaming among younger generations and the continued preference for traditional TV among older viewers.

Summer Olympics Key Takeaways

As technology continues to reshape how audiences engage with major events like the 2024 Summer Olympics, these findings underscore the importance for broadcasters and organizers to adapt their strategies to cater to consumers’ diverse viewing habits and preferences across different age groups.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

The marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to be represented authentically in advertising. For marketers, this requires a change in the paradigm, a move beyond general marketing strategies to embracing a multicultural marketing approach. Its effectiveness, however, hinges on the quality of the data driving the decisions.

Enter contextual technology. This powerful tool allows marketers to delve into the nuances of cultural identity and consumer consumption habits, including understanding specific media channels, content preferences, and purchasing behaviors of multicultural audiences. This granular data empowers marketers to craft targeted digital advertising campaigns that resonate deeply.

Artificial intelligence has impacted advertising, adding another layer of complexity as marketers navigate its use, contending with hallucinations and exploring unconventional sources of consumer insights, like synthetic data. But AI also brings about opportunities. By leveraging machine learning and rich contextual data, marketers can create hyper-targeted campaigns that speak directly to diverse demographics, such as Hispanic, Black, AAPI or LGBTQ+ communities.

Ultimately, embracing multicultural marketing with the support of contextual technology isn't just about driving sales; it's about building a future where everyone feels seen and valued in the media they consume.

In this episode of The New Mainstream podcast, Tony Gonzalez, CEO & Co-Founder at Mundial Media, shares how contextual technology can build deeper connections with diverse audiences to drive brand engagement.

Hollywood once dominated the domestic entertainment market, while foreign content had its niche in art houses and with ethnic broadcasters. That era has ended, and the fastest-growing entertainment segments are now coming from Asia. From Korean dramas (K-Dramas) to Bollywood, anime, and pop music, Asian entertainment is experiencing an unprecedented boom. But this didn’t happen overnight. This genre’s rise has been a steadily growing cultural force that, in the TikTok era, has captivated Americans of all ethnicities and backgrounds.

But what's fueling this phenomenon, and how is it changing how we consume media? To delve deeper into the increasing popularity of Asian entertainment among American audiences, ThinkNow tapped into our online market research panels and conducted a nationally representative quantitative survey of 2,000 adults, yielding intriguing findings.

Download the report here.

Consumer Habits

The internet, particularly the explosion of social media platforms, has been a catalyst for the proliferation of Asian media. These platforms offer a constant stream of bite-sized content that transcends language barriers. Compelling snippets of Korean Pop (K-Pop) dance routines, Japanese anime and Bollywood films have ignited curiosity among American audiences.

Japanese anime and Korean dramas are the most consumed content by 46% and 40% of Americans, respectively, followed closely by Chinese movies, Korean music and Bollywood movies. Gen Z is leading in consumption, with 62% consuming Japanese anime, followed by nearly 50% of Millennials who are also anime fans. In music, K-Pop reigns supreme, with 34% of Gen Z listening. Women, in particular, are driving the growth of both K-Pop and K-Dramas in the U.S. Their consumption of these two forms of entertainment surpasses male consumption by 10 percentage points each.

Asian Entertainment’s Appeal

So, what exactly is drawing audiences in? The answer lies in the unique appeal of Asian entertainment. For Asian Americans, the connection might be rooted in heritage or family ties, while others discover it through organic exploration on social media or through word-of-mouth recommendations. For the mainstream audience, the allure is multifaceted. They are attracted to the addictive nature of K-Dramas, with 53% stating that the storylines hook them.

Streaming Platforms

Accessing Asian entertainment is a challenge for some consumers. While streaming services have contributed to the diffusion of this content, 20% of consumers face difficulties accessing it, primarily due to limited availability on some streaming platforms. Netflix, however, remains the leading platform for video content, while Spotify and YouTube Music dominate the music scene. The survey reveals an emerging trend of viewers subscribing to multiple platforms to satisfy their Asian entertainment needs. A considerable portion of consumers expressed willingness to pay for a dedicated Asian content streaming service, particularly among Gen Z. As more platforms add Asian content, its consumption will likely increase among other key demographics.

Viewership Trends

Plot and storylines are the primary drivers of viewership, followed by genre and recommendations. However, the most significant takeaway is the overwhelmingly positive perception of Asian entertainment's influence on the broader market. Viewers across various ethnicities and age groups reported a sense of cultural connection and appreciation for the positive values often portrayed.

The Takeaway

As Asian entertainment continues to expand its global reach and influence, it is becoming increasingly clear that it’s not a passing trend. Music groups like Korea’s BTS and BLACKPINK, and series like Squid Game and anime/manga/games from Japan like Dragon Ball, Pokémon and Naruto as well as popular content from China, India, The Philippines and Malaysia promote cross-cultural understanding and are poised to create a lasting legacy of positivity within the media landscape. The future of Asian entertainment looks bright, with content poised to continue captivating American audiences as its availability grows.

Download your free copy of the report here.

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural impact is equally undeniable, shaping everything from music and fashion to cuisine and beyond. Yet, generally, brands fail to invest in the market research needed to truly understand the complexity of this demographic.

Like most multicultural consumers, Black Americans are not a monolith. Within this group are subcultures that extend far beyond skin tones and hair textures to differences in culture, countries of origin, geography and language.

Beyond demographics are psychographics, right? Traumatic events like George Floyd's death deeply affected many Black consumers, prompting shifts in their brand interactions. Despite these challenges, there's a growing interest among brands in understanding and serving Black consumers, particularly Gen Z. Authenticity emerges as a crucial factor, with Black consumers seeking brands that acknowledge them, invest in their communities and empower them.

However, the lack of diversity within the market research industry remains a glaring issue, jeopardizing efforts to engage this consumer group. The failure to build diverse and inclusive teams hinders authentic insights and decision-making processes, leading to tone-deaf marketing campaigns and underwhelming customer experiences. Brands that genuinely understand what Black consumers like and build real connections with them will discover a vast, hidden market just waiting to be explored.

In this episode of The New Mainstream podcast, Dawn V. Carr, CEO and Founder of Mahogany Insights, discusses the importance of increasing diversity within the insights industry and how it can lead to more meaningful connections with Black consumers.