North America

U.S.A.
Key digital behaviors and
trends over time and
across demographics

We've collected all

charts in this report in
an interactive dashboard
on our Platform, where
you can investigate the
data by demographics,
Sample Internet over time, and among
Q2−Q3 2020 Penetration*
custom audiences.
51,041 90%

*GWI’s forecasts for 2020 based on 2018 ITU data

 U.S.A. % U.S.A. %
Who are they? Global average % What's their lifestyle? Global average %

Age Self-perceptions Top 5 interests Lifestyle Future outlook

% who do the following % who think the following will
I believe all people should have equal rights 70 58 at least once a week get better in the next 6 months
Music
16-24 25-34 35-44 45-54 55-64
I like to know what is going on in the world 56 50 63
56 Drink alcohol 35 30 The environment 29 50
I am interested in other cultures/countries 54 47
Television
Eat out at a restaurant 29 28 Your personal finances 40 50
60
19 28 23 28 20 22 19 14 19 8 I always try to recycle 51 38
45 Eat fast food 43 30 The economy of the 33 46
I like to explore the world 50 48 Food & drink country where you live
57 Visit the cinema 8 15
51
Gender Parental
status Cooking
Character 56
49 Travel behaviors
Female 50 46 Parent 49 51 Open-minded 66 55 % who do the following at least once every 6 months
Eating out
Male 50 54 Non-Parent 51 49 Creative 50 46 56
39 Domestic vacation 45% 47% Vacation abroad 18% 29%
Confident 47 48

Price-conscious 46 42
Living context Traditional 42 31
Exercise Top 5 travel influences
% who do the following at least once a week
% who say the following have most impact on where they travel for a vacation
31 51 18
Go running 37 54
64 23 13 Employment status Value for money
Go to the gym 31 40 34
Urban Suburban Rural
29
Full-time worker 48 52
Relaxing experience
Part-time worker 10 8 28
22
Income segmentation Self-employed/freelancer 6 10
Top 5 sports played Weather/time of year
Full-time/stay-at-home parent 5 3 27
Swimming 32 28
Low Medium High 20
Student 9 15
30 29 36 5 Exercise classes 19 15 Being able to visit friends/family
19
Unemployed 12 7
33 30 28 9 Basketball 18 17 12
Don't know/ Retired 7 3 Once in a lifetime experience
Cycling 15 21
prefer not to say 18
Other 3 2
Soccer 13 23 16

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 U.S.A. %
How do they use technology and electronics? Global average %

Attitudes to technology Desired mobile features

% of mobile upgraders who say they're looking for
Smart home
product ownership
% who feel the following describe them
the following features when purchasing their next phone

% of smart home product owners who say they own the following
I am confident using new technology 43 43
5G enabled (capable of faster speeds via the 5G network)
I worry about how companies use my personal data online 42 33 44 U.S.A. Global
44
Smart speaker
I am comfortable with my apps tracking my activity 29 25
Enhanced camera capabilities e.g. dual-camera, better resolution
(e.g. Apple HomePod) 84% 65%
I worry I spend too much time on my smartphone 28 31 26
26

Time I follow the latest technology trends and news 27 38

Biometric security features e.g. fingerprint scanners
Smart utility product
(e.g. remotely controlled thermostat) 41% 44%
spent 8
12

online
Smart security product
Augmented reality functionalities (e.g. remotely controlled doorbell) 37% 40%
Plan to buy a new phone or 4
upgrade in the next 12 months 44% 57% 8
Average h:mm per day typically spent online
on the following devices
Top 5 electronics
Top 5 handset brands for next purchase
Top 5 mobile actions Purchased in the last 3-6 months
% who say they would buy the following brands when they next upgrade
Mobile PC/Laptop or buy a new phone. Global figures in this chart exclude China % who say they have done the following mobile actions in the last month Planning to purchase

3:13
4:04
4:06
4:06
3:43
4:08
2:52
4:03
1:59
3:59 1. iPhone 58 41 1. Made a video call or used FaceTime 50 47 1. Headphones/earphones 28 14

2. Samsung 44 52 2. Tracked your spending 32 33 2. Laptop 22 16

3. LG 12 7 3. Used/scanned a QR code 30 39 3. Computer/video games 21 14

4. Google Pixel 10 2 4. Used a mobile payment service such as Apple Pay 28 30 4. Flat-screen TV 18 12

All Gen Z Millennials Gen X Boomers

16-23 24-37 38-56 57-64 5. Motorola 7 7 5. Watched content on a TV by mirroring/casting 25 30 5. Tablet 15 10

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 U.S.A. %
What media do they consume? Global average %

TV behaviors Top 5 streaming services

% who do the following at least once a week % who have used the following in the last month

Watch any type of TV 97 93

1. Netflix 70 42

Watch subscription services such as Netflix 77 62

Daily 2. Amazon Prime Video 43 20

media time
Watch live television on a TV channel 76 80
3. Hulu (U.S.A./Japan only) 41 4

Watch a TV channel's on-demand service 49 54 4. Disney+ 33 9

Average time spent per day on the following types of media in h:mm
Watch shows that you have recorded from TV 49 48 5. YouTube TV (U.S.A. only) 19 2
U.S.A. Global

1:08 1:00 1:18 1:13 0:49 0:56 1:37 1:32 2:08 2:27 0:51 1:14 0:36 0:50 3:05 1:59 1:41 1:27
Gaming devices Spectator gaming engagement
% who use the following devices to play games % who have done the following in the last month

Smartphone Personal PC/Laptop Games console All internet users Gen Z Millennials

50 53 56 53 51 61
53 56 45 39 30 32
43 45 39 35 33 37 21%

15%
11%
8%
6%
4%

Watched a live Watched an esports

gaming stream tournament
Radio Games Podcasts Music Social media Online press Physical press Linear TV Online TV 2015 2016 2017 2018 2019 2020
consoles streaming

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 How do they use social media? U.S.A. %
Global average % Top 10 social platforms in U.S.A.

Members Visitors/users Global average

Attitudes toward social Accounts
followed
% who say the following describe them

I am using social media less than I used to

24
20
Brands you like
I think social media is good for society
24
37
34% 31%
I worry I spend too much time on social media
23 Brands you are
27
thinking of buying
something from
I feel using social media causes me anxiety Facebook YouTube Facebook Messenger Instagram Twitter
18
15 18% 21%

Top 5 reasons for being on social Brand interactions on social

% who say the following are main reasons for using social media % who have done the following in the past month

1. To stay in touch with what my friends are doing 50 33 1. Visited a brand's social network page 20 22

2. To find funny or entertaining content 36 35 2. Liked/followed a brand on social 20 23

Pinterest Snapchat LinkedIn WhatsApp Reddit

3. To fill up spare time 36 35 3. Used a social networking "share" button 16 17

4. To stay up-to-date with news 36 37 4. Clicked on a sponsored post on social 13 16

5. To share photos or videos with others 33 28 5. Unliked/stopped following a brand on social 11 13

Members People who say they have an account on the platform in question. Note that global figures in
Visitors/users People who say that, within the last month, they have visited or used a social network’s website or app via any device. this chart exclude China.

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 U.S.A. %
How do they make purchases? Global average %

Purchase Purchase preferences Online purchases

journey % who say they'd rather do the following % who have purchased the following products online

Pay to access U.S.A. Global average % change

since Q1 2020
Own a product/service a product/service
Brand/product Ads seen on TV 38 33 Electronics
76 24
discovery 35
% who discover
brands/products
Word-of-mouth recommendations 36 29
67 33
32 +11%
via the following Groceries
Search engines 34 34
32
Shop online Shop in-store
36 +27%
54 46
Clothing/shoes
58 42
28
Online brand/ Search engines 58 53 28 +9%
product research
% who use the following Spend money Spend money Beauty & personal care
for more information
Consumer reviews 43 39 on an experience on a new product
28
about a brand/product
57 43 31 +25%
Product/brand sites 39 36
50 50
Household products
Brand 24
qualities Pay more for a Pay less for a cheaper 23 +35%
brand you know own-brand product Home & furniture
Online purchase Free delivery 66 53 % who say they want brands to be the following
60 40 18
drivers
% who are most likely to 53 47 19 +27%
buy a product online due
Coupons and discounts 51 41 U.S.A. Global average
Luxury
to the following
15
Easy returns policy 41 33 Pay more for an Pay less for a non
+1%
Reliable 73% 58% eco-friendly product
50
eco-friendly version
50 Medicine & healthcare
21

14
62 38
14 +31%
Brand advocacy High-quality products 51 49
Authentic 54% 46% Save up and Sacrifice other spending
Financial products
% who are motivated to
12
advocate a brand online
by the following Rewards 47 41
wait to buy a product to buy a product sooner
13 +6%
Love for the brand 42 35
Smart 49% 45% 76
71
24
29 Alcohol
8
12 +41%
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 U.S.A. %
How do they feel about COVID-19? All 8 countries %

Stats related to COVID-19 are from Levels of concern Levels of optimism Top 5 actions to encourage indoor dining
% who say they are concerned* about the COVID-19 situation in their country % who say they are optimistic their country will overcome the outbreak % who say the following would make them more comfortable dining indoors
GWI Coronavirus and GWI Zeitgeist
recontact surveys across eight U.S.A. 8 Countries U.S.A. 8 Countries
markets – U.S., UK, Brazil, Japan,
Italy, Germany, China, and India.
This data is among internet users
83
74
83
71
79
65
74
66
76
61
58
74
53
72
50
70
41
67
44
66
1. Social distancing of tables/parties 57 65

aged 16-64 in the U.S. compared

to the eight countries that featured
in all waves.
2. Limiting number of people in restaurant/bar 55 56

3. Mandatory mask wearing when not seated 52 45

4. Provision of hand sanitizer 44 56

2 3 4 5 6 2 3 4 5 6

Waves *Quite/very/extremely concerned Waves 5. Air filtration systems 40 41

Expected length of outbreak Top 5 actions to encourage in-store shopping

% who think the outbreak will last 6 months or longer in their own country % who say the following would make them more comfortable shopping in-store

U.S.A. 8 Countries

39
23
52
37
68
48
81
62
79
68
1. Mandatory mask wearing 66 64

2. Social distancing in-store 62 63

Wave Fieldwork dates Respondents

2 March 31-April 3 8,135 3. Limiting number of people in the store 57 54

3 April 21-23 8,247

4 May 19-26 8,413 4. Provision of hand sanitizer 49 53

5 June 29-July 2 8,380 2 3 4 5 6

6 Dec 4-17 8,634 Waves 5. Air filtration systems 41 42

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 How do they feel about COVID-19? Vaccine
attitudes
% who say the following about their plans on getting a vaccine
Level of comfort
% who say they are...
U.S.A. Gen Z & Millennials (aged 16-37) Gen X & Boomers (aged 38-64)

Comfortable Uncomfortable Neutral Restricted

1% 1%
35%
32% 33%
8% 8% 7% 30% 31%
28%
15%
19%
10% 11%
13%
17% 18%
16%
13% 13% 12%

7% 8% 7%

34%
Yes, as soon as it's Yes, but I will wait a Only if necessary for No Not sure yet
51% available to me while me to travel, work, go
to school, etc.
64% 56% 67%

Top 5 vaccine
motivators
% who say the following would encourage them to take a COVID-19 vaccine U.S.A. All 8 countries
46%

31%

18%
23%
17% 1. 2. 3. 4. 5.
Seeing more More understanding Understanding Knowing I can Being able to see
research into the of the approval/ of how the vaccine afford to pay for it family members/
vaccine and its testing process works friends again
side-effects

Large indoor events Large outdoor events Indoor dining In-store shopping Public transit
51% 53% 36% 43% 33% 38% 27% 30% 26% 21%
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 Methodology
Unless otherwise stated, all figures in
this report are drawn from GWI’s
online research among internet
users aged 16-64. Please note that
we only interview respondents aged
16-64 and our figures are
representative of the online
populations of each market, not its
total population.
For an in-depth explanation of
GWI’s research and methodology,
including information on our country
coverage, internet penetration rates,
our sample structures, and much
more, please click here.
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Purchase category definitions:
Alcohol
Beer, Champagne/sparkling
wine, Cider, Pre-mixed/ready-
to-drink cocktails, Spirits, Wine
(any), Wine (red), Wine (white)
Beauty & personal care
Conditioner, Deodorant,
Exfoliating products, Grooming
& shaving products, Hair
coloring products, Hair styling
products, Hair styling tools,
Make-up/cosmetics, Moisturizer,
Shampoo, Skincare products
Clothing/shoes
Clothing, Shoes, Sports
clothing/equipment
Electronics
2-in-1 laptop/tablet,
Broadband/fiber optic,
Computer/video games, Desktop
PC, Digital camera, Flat-screen
TV, Games console,
Headphones/earphones, Laptop,
Smart home assistant, Smart
wearable device, Tablet
Financial products
Car/automotive insurance,
Foreign currency, Health
insurance, Home contents
insurance, Home-owners/
building insurance, Life
insurance, Mortgage, Pet
insurance, Travel insurance
Groceries
Bottled water, Breakfast cereal,
Candy, CBD-infused products
(U.S.A. and Canada only), Cheese,
Chewing gum, Chocolate,
Coffee, Cookies, Fresh ready
meals, Frozen food/ready meals,
Health foods, Ice cream, Organic
fruit/vegetables, Potato chips/
crisps, Snack foods, Soft drinks,
Tea, Vitamins/supplements
Home & furniture
Air conditioning unit, Bed,
Dishwasher, Garden furniture,
Home exercise equipment,
Household furniture,
Housing/property, Iron,
Microwave, Refrigerator, Sofa,
Vacuum cleaner, Washing
machine/tumble dryer
Household products
Air freshener/deodorizer, Cleaning
products, Dishwasher tablets,
Fabric conditioner, Laundry
detergent/washing powder, Pet
food (dry) for cats/dogs, Pet food
(wet) for cats/dogs, Pet food for
other animals
Luxury
Glasses/spectacles,
Handbag/bag, Jewelry,
Purse/wallet, Wristwatch
Medicine & healthcare
Cough/cold/flu medicine, First-aid
items, Headache/migraine
medicine, Heart medication,
Medicines/pharmaceutical
items, Mouth/oral care
treatment, Pain relief medicine,
Skin problem treatment