The flu season is an annual reminder that personal health decisions often have broader consequences. New ThinkNow research on U.S. attitudes toward flu vaccination shows that while just over half of adults received the flu shot in 2024, fewer plan to do so in 2025. This trend is concerning, not only for individuals but for communities that rely on high vaccination coverage to reduce transmission.

Download the report here.

Shifting Intent to Vaccinate

The survey, conducted among a nationally representative sample of 1,500 adults, found:

• 55% of respondents received the flu vaccine in 2024. Uptake was highest among Hispanics, Asians, and Boomers, and lowest among non-Hispanic Whites and Gen Xers.
• Among those who skipped the vaccine in 2024, four in five do not plan to get one in 2025. This suggests that hesitancy is persistent, especially among older adults.
• Convenience is not the main issue. Over 70% of those who do not intend to vaccinate say they would still refuse even if the shot were offered in more places, such as grocery stores or community centers.

The most common reasons for declining the flu shot are rooted in personal health perceptions: believing it is unnecessary, rarely getting sick, or having never had the flu. Concerns about side effects and doubts about effectiveness also remain.

The Role of Trusted Voices

Doctors and healthcare providers continue to be the most trusted influencers for flu shot decisions across all groups. Younger adults, particularly Millennials, also rely heavily on family, friends, and personal research. This suggests that messages about flu vaccination must be reinforced through both medical professionals and personal networks.

Why Vaccination Matters for the Common Good

Getting a flu shot is not only a personal health decision but also a civic responsibility. The flu spreads easily, and one person’s illness can quickly become another person’s hospitalization. In fact, from 20,000 to 50,000 people die from flu-related respiratory illnesses in the U.S. each year. Choosing vaccination protects the vulnerable: infants too young for vaccination, older adults, and individuals with weakened immune systems.

Vaccination also reduces the burden on hospitals, keeps workplaces and schools safer, and contributes to a healthier and more productive society.

CDC Recommendations

The Centers for Disease Control and Prevention (CDC) recommends that everyone 6 months and older get a flu vaccine every season. This guidance includes people who are healthy and those with chronic health conditions. Certain groups face a higher risk of flu-related complications and should prioritize vaccination:

• Adults aged 65 and older
• Young children, especially under age 5
• Pregnant women
• Individuals with chronic medical conditions such as asthma, diabetes, and heart disease

The CDC also recommends that vaccination occur by the end of October each year, although getting the shot later in the season still provides valuable protection.

Conclusion

The ThinkNow findings underscore a troubling reality: intent to get the flu vaccine is declining, even as experts stress its importance. Vaccination is an act of personal protection, but it is also an act of community care. By getting the flu shot, individuals shield themselves from illness and help prevent spreading it to others.

The message is clear. Flu vaccination is about more than avoiding a week of discomfort. It is about protecting families, coworkers, neighbors, and communities. The flu shot is one of the simplest, most effective steps we can all take for the common good.

Download the report here.

What does feminism mean to U.S. women in 2025? The #MeToo movement is waning while toxic masculinity appears ascendant. Will the gains made by previous generations be lost? Our latest nationally representative survey of 739 women aged 18 and older uncovers a complex and often divided landscape. Views on feminism, gender equality, and social progress are shaped by significant generational, cultural, and racial differences. While the term “feminist” remains contentious, its ideals are supported by a vast majority of women.

Download the report here.

Feminism: A Brief History of a Divisive Identity

The first wave of feminism started in the mid-1800s with the suffrage movement. However, not all women supported it. Many believed that men and women had distinct but complementary roles: men in the public sphere (politics, business), women in the private sphere (home, family, church). The suffragists, however, were successful in gaining equal property rights, educational access, and most notably, the right to vote in 1920.

The term “feminist”, however, didn’t gain popularity until the second wave of feminism in the mid-60s when a new generation of women fought for reproductive freedom and workplace equality. Popular films and television shows of the era like Norma Rae and Mary Tyler-Moore celebrated strong, independent women, while songs like Aretha Franklin’s Respect and Helen Reddy’s I Am Woman became popular empowerment anthems. Around 30% of women identified as feminists at that time, but even then, the term was polarizing.

By the 1980s, during the Reagan era, feminism started facing a backlash. Movies like Fatal Attraction and sitcoms like Family Ties either demonized women or suggested that they return to more traditional roles. This trend continued into the 90s with conservative commentators like Rush Limbaugh coining the “feminazi” label, which conflated feminism with extremism. Powerful women at the time like Hillary Clinton felt pressure to conform to traditional roles and, in Clinton’s case, change her last name from Rodham to Rodham-Clinton to just her husband’s name, Clinton.

The early 2000s saw the rise of conservative media personalities like Sean Hannity, Bill O’Reilly, and Laura Ingram, who promoted traditional gender roles and mocked feminist ideals. That changed in 2017, when the #MeToo movement and the Women’s March (a reaction to Trump’s first term) reenergized the conversation around reproductive rights, workplace harassment, and gender-based violence.

A New Backlash

In 2025, under Trump’s second presidency, the pendulum appears to be swinging back toward cultural conservatism. Thus far, we have seen the following:

• Increased limits on access to reproductive care
• The dismantling of diversity, equity, and inclusion (DEI) programs
• The removal of gender-related material from federal agency websites
• The rescinding of gender identity protections under Title VII

Feminism Today

Today, American women are nearly evenly divided on the term “feminist”:

• 37% embrace it
• 31% reject it
• 32% are unsure or avoid labels altogether

This topline, however, masks deeper generational and racial divides. Our research found that Asian women lead in self-identifying as feminists, but they also express the most uncertainty. Gen Z women are the least likely to reject the label, whereas Millennials are the least likely to adopt it.

These trends suggest a growing discomfort with ideological labels, even as support for feminist principles remains high.

Low Awareness of International Women’s Day

Despite decades of activism, only 44% of women in the U.S. know that March 8th is International Women’s Day (IWD). This limited awareness may be tied to IWD’s roots in European socialist and labor movements, and unlike Mother’s Day or Valentine’s Day, IWD isn’t easily monetizable, so major U.S. retailers and media don’t generally promote it.

Some key facts from our study:

• Awareness is lowest among Boomers (28%) and Non-Hispanic Whites (36%)
• However, 70% of Hispanic and Gen Z women are aware of IWD
• Of those who are aware, only about half participate in IWD activities
• Overall, just one in five women report taking part

Feminism’s Core Values

Our research found that most women define feminism as promoting gender equity, eliminating discrimination, and advancing equality. Gen Z women are especially likely to view feminism as fairness across genders. Yet despite broad agreement on its goals, fewer than 1 in 5 women believe society views feminism positively. Nearly half say it’s perceived negatively.

Other findings include the following:

• Only 40% of women rate gender equality in their workplace or school as “high” or “very high”
• Roughly one in three women say they have faced gender-related challenges, with Gen Z reporting the highest rates
• About one in three have experienced gender-based discrimination, especially in public or professional settings
• Encouragingly, one in three women have noticed greater male involvement in gender equality discussions, although older women are less likely to perceive this shift

What’s Blocking Progress?

Women identify the biggest obstacles to gender equality as:

• Cultural and social resistance
• Lack of education and awareness
• Underrepresentation in leadership
• Economic inequality
• Toxic online content targeting young women, especially noted by Gen Z respondents

What Needs to Change?

When asked which areas need the most urgent attention, women pointed to:

1. Pay equity and workplace opportunities (63%)
2. Gender-based violence (53%)
3. Reproductive rights and healthcare access (50%)
4. Parental leave and childcare policies (46%)
5. Women’s political representation (43%)
6. Rights of marginalized racial and ethnic groups (39%)
7. Gender-inclusive education (31%)

The report breaks out those findings by ethnic and generational differences. With some issues like pay equity resonating most with Boomers at 78% vs. 49% of Gen Z, and others like stopping gender-based violence resonating with 61% of Latinas but only 39% of Black women.  Despite these priorities, optimism about the future of gender equality remains muted. Only 43% of women report feeling optimistic. Optimism is highest among Asian women and Boomers, while Gen Z and Hispanic women are notably more skeptical.

Conclusion

While much work still needs to be done to achieve true gender equality, 43% of women are optimistic about improvement, while only 19% express pessimism. Support for gender equity is strong, but the feminist label remains polarizing. Younger and diverse populations, however, are picking up the mantle and pushing the conversation forward.

At ThinkNow, we believe in amplifying diverse voices to inform brands, policymakers, and advocates on where the conversation on gender equality is headed. Whether or not women embrace the label “feminist,” the values behind it, such as equality, justice, and dignity, remain widely shared. Those ideals matter, regardless of what we choose to call them.

Download the report here.

In 2000, the United States declared that measles had been officially eliminated as a contagious disease, as there had been no person-to-person transmissions in the previous twelve months. That feat was achieved due to the effectiveness of the MMR vaccine and high vaccination rates. However, as of May 16, 2025, there were over 718 reported cases of measles, including two deaths in West Texas and another 50 cases in New Mexico. Most measles cases in this recent outbreak are occurring in unvaccinated children between the ages of 5 and 17. This troubling trend prompted ThinkNow to conduct a nationally representative quantitative survey of 1,500 U.S. adults on attitudes and behaviors surrounding vaccination, and the results are concerning.

Download the report here.

Vaccination Intent Remains High but Not Universal

Herd immunity against infectious diseases requires a 95% vaccination rate. Back in 2000, the vaccination rate was 90.5%, demonstrating that disease elimination is possible with slightly lower coverage. Our recent study, conducted in March and April of this year, found that 86% of parents have vaccinated or plan to vaccinate their children against illnesses like measles, polio, and chicken pox. That percentage may increase as more children enroll in school. Still, the widening gap between current levels and the herd-immunity threshold contributes to the size and scope of today’s outbreak.

Further complicating prevention efforts is the variability in vaccination rates, from 79.6% to 98.3%, across states and within communities. Gaines County, the epicenter of the current Texas outbreak, has an 82% vaccination rate, largely attributed to many Mennonite families in the area who opt out of childhood vaccinations. At a national level, our study found that aside from religious exemptions, parental age and race significantly influence vaccination decisions. While 12% of parents overall say they don’t plan to vaccinate their children, that number rises to 29% among African American parents and 17% among Gen Z parents.

What Drives Vaccine Hesitancy?

The most cited reason for vaccine hesitancy is the belief that immunization is unnecessary. This perception is especially prevalent among Gen Z parents who opt out of vaccinations. Concerns about adverse reactions and misinformation about vaccine ingredients also play a significant role.

Key findings from vaccine-hesitant parents include:

• 36% of Gen Z parents fear negative side effects.
• 33% believe vaccines contain harmful ingredients.
• 27% feel their children are healthy and don’t need vaccines.

These attitudes point to a clear need for better education and communication, particularly among younger parents and communities of color, about the role vaccines play in preventing serious illness.

Confidence Gaps Across Generations

While 61% of parents overall report confidence in the safety of childhood vaccines, only 39% of Gen Z parents say the same. Nearly one-third of Gen Z respondents say they’re neutral on the issue. In contrast, confidence among older generations is much higher, 70% among Gen X and 72% among Baby Boomers. These generational differences suggest a broader erosion of trust in public institutions and medical guidance among younger adults, an emerging challenge for public health leaders.

Doctors Top Choice as Social Media Influence Grows

Physicians remain the most trusted source of information about vaccines, cited by 76% of respondents. However, social media and online influencers are increasingly shaping the views of younger and minority parents. Among African Americans who support vaccination, 30% say online sources have influenced them. Among Gen Z, while most still cite doctors as a top source, many also report being swayed by peers, influencers, and online content.

To improve vaccine uptake, public awareness campaigns must reach younger parents where they are—on social platforms—and reinforce science-based messages through trusted, culturally relevant voices.

Can Minds Be Changed About Childhood Vaccination?

One-third of parents who oppose childhood vaccination say nothing could change their minds. But not all are immovable:

• 21% say they might reconsider if more scientific evidence becomes available.
• 13% could be influenced by seeing positive outcomes in other vaccinated children.
• 12% say public awareness campaigns might sway them.

These findings point to the potential power of community storytelling and consistent, transparent communication in shifting attitudes.

School Requirements: Still a Tipping Point

Seventy-one percent of parents believe vaccines should be required for public school attendance, regardless of exemptions. However, among Gen Z parents, support for mandates drops. Fifty-two percent believe vaccination should be entirely optional, compared to just 15% of Boomers. Still, many parents acknowledge the broader social benefit of vaccines. The idea that immunization protects not just one child but the entire community continues to resonate, even among those with reservations.

Final Thoughts

Our recent findings reveal a shifting landscape. While most U.S. parents continue to support childhood vaccinations, confidence is slipping, particularly among Gen Z and African American parents. Addressing this decline in trust will require more than data points. Listening, cultural understanding, and amplifying trusted voices within communities will be necessary to shift the conversation.

As we confront the re-emergence of preventable diseases, rebuilding vaccine confidence must be a top priority. Because when trust breaks down, the consequences ripple far beyond the individual and put us all at risk.

Download the report here.

Agencies like the CDC and USDA rely on government insights solutions. Discover what ThinkNow Government offers the public sector.

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.