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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The 2023 holiday shopping season kicked off strong, with Adobe Analytics reporting a record $9.8 billion in Black Friday online sales, up 7.5% from 2022.Cyber Monday numbers were even stronger, with consumers spending $12.4 billion, a 9.6% increase over last year. So, what does this mean for December sales and the rest of the holiday shopping season? ThinkNow recently conducted a nationally representative quantitative survey of 1,500 consumers revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
Download the report here.
The changing consumer landscape presents challenges and opportunities during the holiday season. Our findings suggest that businesses should focus on the following strategies to engage multicultural consumers during this time to build goodwill that could spill over to other peak spending seasons:
The 2023 holiday shopping season is starting strong, with several key trends emerging. Early birds are taking advantage of extra discounts and promotions, while spending sentiments are mixed due to economic uncertainties. Online shopping continues to dominate the landscape, with over half of consumers planning to purchase online. This presents a unique opportunity for businesses catering to multicultural consumers who are expected to drive significant growth during the holiday season.
Download the full report here for a deep dive into the findings and more cultural insights.
The past two years have been difficult for the LGBTQ+ community. Despite years of progress, a disturbing resurgence of intolerance threatens to undermine the hard-earned gains toward social acceptance. As part of our commitment to promoting diversity and inclusion, ThinkNow surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care. Below are a few noteworthy findings from the study.
Download the full results of the quantitative survey here.
We asked our sample of 500 LGBTQ+ Americans if they felt that discrimination or prejudice towards the LGBTQ+ community had increased over the past year, and 67% said "yes." This perception appears to be rooted in reality. A recent Gallup Poll found that support for same-sex relations in the U.S. dropped from 71% in 2022 to 64% in 2023. That drop is likely driven by a loss of support among Republicans, dropping from 56% last year to 41% currently. A possible explanation for this drop is the rhetoric surrounding the 2022 "Don’t Say Gay” law in Florida that portrayed education about sexual identity as “grooming” children to adopt gay lifestyles. While politicians appear to be driving the current wave of anti-LGBTQ+ rhetoric, only 29% of our respondents said they “only vote for candidates who support LBGTQ+ rights.” For most (58%), a candidate’s position on LGBTQ+ rights is just one of many key factors when voting.
Although recent controversies have surrounded Bud Light and Target's support for the LGBTQ+ community and their subsequent pullback of that support, LGBTQ+ consumers still believe companies should advocate for their causes. In fact, Target and Bud Light were two brands that respondents felt were doing a good job supporting the LGBTQ+ community.
However, using advertising to show support is not the only way respondents want brands to engage. Sixty-five percent want companies to train their employees in diversity, equity and inclusion, while 59% want companies to include sexual orientation in corporate nondiscrimination policies.
Thirteen percent of our sample used a pronoun other than “he/she.” The most common non-binary pronoun (18%) was “they/them.” Age was the primary factor that determined how important it was for respondents that people use their correct pronouns. Seventy-three percent of respondents between the ages of 18-22 stated that it was at least moderately important to them that people use their correct pronouns vs. 25% of those aged 55+.
While conservatives are boycotting Bud Light, Target, Kohl’s and even Chik-fil-A for supporting diversity, equity and inclusion ideals, the LGBTQ+ community is split on boycotts, with 43% saying they’ve boycotted a company because of their stance on LGBTQ+ issues. Interestingly, 59% of respondents in the 55+ age bracket say they’ve boycotted a company for their stance on LBGTQ+ issues, while only 34% of 18–22-year-olds have boycotted for that reason. Income also seems to be a factor, with 52% of those earning $80K or more supporting boycotts vs. 34% of those earning less than $35K a year.
“Forty-two percent of LGBTQ+ youth—and 52 percent of trans youth—said they seriously considered suicide in 2021.” One thing that a vast majority of our LGBTQ+ survey respondents (76%) agreed on was the need to “create safe, accepting, and supportive environments for LGBTQ+ youth on school campuses” to support mental health among young people. Most respondents also supported DEI initiatives, connecting youth with supportive peers and providing gender-affirming mental health care.
The past two years have presented significant challenges for the LGBTQ+ community, with a noticeable increase in discrimination and prejudice. Despite this setback, our survey highlights the unwavering belief among LGBTQ+ Americans that corporate support for their cause is crucial. The controversies surrounding brands like Bud Light and Target have not diminished the community's expectation that companies should actively advocate for LGBTQ+ rights.
However, it is important to note that supportive advertising alone falls short. Respondents want companies to go beyond that by providing employee training in diversity, equity, and inclusion and including sexual orientation in corporate nondiscrimination policies. Lastly, the survey underscores the urgent need for mental health support for young LGBTQ+ individuals.
Overall, the findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.
Download the study here.
Environmental concerns vary significantly by generation. For example, when asked about the importance of personally using renewable energy, 46% of Millennials said it was important, very important or extremely important (Top 3 Box response on a 10-point scale), whereas only 29% of Baby Boomers and 32% of Gen Z agreed. Millennial Americans were more likely to support and engage in every sustainability measure we asked about.
Millennials were also more likely to say they personally engaged in sustainability practices more than the general population and that those practices positively impacted the world.
However, sustainability can be expensive. Some policies increase the cost of goods and services, which is often cited as a reason politicians choose not to pursue them. But Millennials are willing to shoulder the expense more so than any other generation, with Gen Z a close second.
Some attitudes and behaviors surrounding sustainability appear to be influenced by ethnicity. Eighty-eight percent of Asian Americans, for example, say they take shorter showers to conserve water, whereas only 77% of non-Hispanic Whites say they do that. Non-Hispanic Whites were most likely to say they buy used/thrift items at 76%, while only 61% of Asian Americans were thrift shoppers.
Among the different ethnic groups, African Americans displayed the lowest level of concern regarding the planet's future, with only 68% expressing worry. On the other hand, Hispanics had the highest level of anxiety, with 76% expressing concern. This discrepancy could explain why Hispanics are also the group most willing to shoulder the financial costs associated with sustainable practices.
Income level is key in predicting an individual's likelihood to support or engage in sustainability practices. Opting to go green can get expensive, which explains why only 34% of individuals earning less than $40K per year believe that personally using renewable energy is important, in contrast to 50% of high earners who do. Additionally, certain practices, such as growing one's own food, are more feasible for individuals living in single-family homes than those residing in multi-unit buildings.
The infrastructure bill passed in 2021 aims to increase the number of electric vehicles (EVs) on the road. However, 52% of our representative sample said they would not buy an EV in the future. This presents a problem if the U.S. hopes to reduce its reliance on fossil fuels. At 64%, the main reason survey respondents gave for not planning to purchase an electric vehicle was cost. EVs are more expensive than their gas-powered counterparts. Range, on the other hand, was a barrier a few years ago, but only 15% of respondents cited that as a reason today. A lack of charging accessibility was the second most likely reason respondents would avoid EVs, with 34% stating they had nowhere to charge at work or home and an equal 34% stating there aren't enough charging stations.
Sustainability and environmental concerns are becoming increasingly important to Americans, particularly younger generations. Millennials and Gen Z are more likely to support and engage in these practices, even if they come at a cost. The passage of the infrastructure bill in 2021 represents progress in decreasing our reliance on fossil fuels. However, the cost of purchasing an electric vehicle remains a significant obstacle for many Americans. To effectively address environmental degradation, policymakers must consider their constituents' attitudes, behaviors, motivators, and barriers when formulating policies to tackle this crucial issue. Further action is necessary to ensure that sustainable solutions are accessible and feasible for all.
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year. Here’s what we found.
Civil rights holidays such as Martin Luther King Jr. Day and Juneteenth are celebrated by 50% and 39% of Black Americans, respectively. This compares to 12% of non-Black Americans who celebrate MLK Day and 7% who celebrate Juneteenth. Black respondents indicated they were most likely to spend time with other family members on civil rights holidays. Share on X
Twenty-two percent report attending parades on MLK Day, and 26% prepare a special meal for Juneteenth.
Juneteenth is the first new federal holiday since 1983 when Martin Luther King Jr. Day was enacted. While only 12% of the Total Market celebrates Juneteenth, growing pressure from consumers on brands to be more inclusive has stimulated interest in this holiday since 2020.
Despite racial divides and systemic inequities Black Americans face in this country, they celebrate patriotic holidays at surprising rates. Over 60% of Black Americans celebrate the 4th of July, which is on par with non-Black Americans. Black Americans, however, are more likely to celebrate Memorial Day (45% vs. 35%) and Presidents’ Day (28% vs. 20%) and slightly more likely to celebrate Veterans Day (29% vs. 25%) than non-Blacks. Most Black Americans celebrate the 4th of July by gathering with family and friends (73%) and preparing a special meal (40%). Memorial Day is also an occasion to gather with friends (56%).
Black Americans’ history with patriotic holidays is complicated, however. Share on X
The idea of celebrating the independence of a nation at a time when the vast majority of Blacks were enslaved rang hollow and still does for some today. Or when history neglects to tell the story of thousands of Black Americans in Charleston, South Carolina, who paid tribute to fallen Confederate and Union soldiers in one of the earliest Memorial Day observances. Over time, these stories have been written out of history books and replaced with commercialism. Today, Presidents' Day is more known for mattress and appliance sales than the first president’s birthday. Perhaps holidays like Memorial Day over-index with Black Americans because they celebrate individuals over the nation as a whole.
Halloween was one of the lesser celebrated holidays among Black Americans, with only 40% celebrating compared to 49% of non-Blacks. Relatedly, about 60% of Black Americans identify as Christian when asked about their religion. Christians have a divided perspective regarding Halloween festivities, as shown by the nearly equal halves of those who do and don’t celebrate. Among Black churchgoers looking to join the holiday fun without the pagan elements, “Trunk or Treat” events have become popular, including trick or treating in a church environment with non-threatening costumes and no bubbling cauldrons. Interestingly, Black Americans are only slightly more likely to celebrate Good Friday and Easter than non-Blacks (44% vs. 41%).
Black Americans are more likely to celebrate certain holidays, like the 4th of July, alone (21% vs. 10%), according to the research, while non-Black Americans were more often celebrating with partners since only 30% of Black Americans are married vs. the national average of 48%. This, however, leads to more time spent with their extended families. For example, 59% of Blacks celebrate July 4th with other family members vs. 45% of non-Blacks. This was also true on military and civil rights holidays, with nearly half of Black Americans celebrating Juneteenth by getting together with other family members on that day.
Most spending occurs around Christmas with purchases averaging $439 for Blacks and $469 for non-Blacks. Thanksgiving and Mardi Gras are also very popular spending holidays in the Black community with spending averages around $222 and $167, respectively. Halloween spending of $153 for Black Americans is slightly less than the non-Black average of $161.
When it comes to holidays, Black Americans are surprisingly patriotic. They may be a minority in the U.S., but they have more in common with non-Hispanic Whites than Hispanics or Asians when celebrating America and lead the nation in commemorating civil rights holidays. Their religious affiliation makes them more slightly likely to celebrate Easter than the average American, but it also makes them less likely to celebrate “pagan” holidays like Halloween.
Understanding these dynamics is key to providing goods and services that have the potential to make celebrations memorable for the 47 million Black Americans in this country who wield 1.4 trillion dollars in spending power.
You can download the full report here.
Dynamic storytelling is a powerful way to inspire others to take a desired action. For companies and brands, this could mean purchasing a product, attending an event, or signing up for a subscription service. Consumers, who share their perspectives with researchers on what they want and need, play an influential role in shaping these narratives.
By leveraging quantitative and qualitative research, researchers get a 360-degree view of the consumer, which fosters cognitive empathy. In a sense, researchers are empathy activists entrusted with sharing knowledge about consumers to help brands make better marketing decisions that drive engagement.
Cognitive empathy works to dismantle judgments and biases. Researchers engage people through surveys, focus groups, and other data collection methodologies and offer insights that reveal stereotypes, biases and untruths. Marketers must act on those insights and deliver relevant marketing campaigns based on truth.
In this episode of The New Mainstream podcast, Rob Volpe, CEO of Ignite 360 and author of Tell Me More About That: Solving the Empathy Crisis One Conversation at a Time, shares how cognitive empathy can foster diversity and inclusion in the insights industry.