2023年美国数字报告（英）-52正式版

US REPORT Discover the trends that’ll dominate the US in 2023 In this report  Page 1 Intro  37 The exhausted States 3 The new American dream 21 Shake it off OK Virtual doomer and me 55 71 Click the dots to navigate Data sets included in this report GWI USA Launched in July 2020, GWI USA represents the habits, behaviors, and attitudes of 240 million internet users across all 50 states. With America changing fast, this ongoing study tracks new and emerging trends not typically covered by market research providers, like ques- tions around cultural identity, race, and ethnicity.  GWI Core Core is our flagship survey and the world’s largest study on the digital consumer. Our data represents over 2.7 bil- lion internet users, offers 57k+ datapoints, and tracks 4k+ brands across 48 mar- kets. It never stops growing. By the second half of 2022 we’ll be in 50 markets, launching our Core study in Norway and Chile.  GWI Zeitgeist Fielded monthly, Zeitgeist zeros in on the stuff that matters. It’s topical, timely, and relevant. The data in Connecting the dots draws on surveys carried out throughout 2022. This is a recontact study, which means that respondents also took part in GWI Core.  GWI Kids GWI Kids represents kids aged 8-15 who use the inter-net. To get a real picture of today’s kids, you have to go beyond demographics and simply ask them. And with thousands of demographic, behavioral and psycho-graphic data points, that’s exactly what we did. Dive into the hopes, fears, dreams and opinions of the young-est generation and find out exactly how to move them. Discover the data on our platform Every chart has a hyperlink that will bring you straight to the relevant question on our platform. You can then investigate all data by demo-graphics, over time, and among your own audiences. All the charts that use GWI Zeitgeist data also have links that will take you straight to the relevant question on our platform. There, you can dig into the data with no charge. That’s because all GWI Zeitgeist data is free – and always will be.  Each of the graphs is numbered More information can be found in the Appendix section at the end of this report Just click this icon to explore the data on the platform Source Information Base about the source and base Intr You’re about to witness the strength of street knowledge 360° consumer insight. We’ve trawled through our data, and pored through the numbers. Here we by present to you the most need-to-know CHASE BUCKLE trends for anyone looking to under-stand the consumer mindset in the year ahead. We seem to be surrounded by crises right now, each of which can be under- stood using objective measurements and scales like GDP, CPI, global tem- perature, and loss of life. But different groups and cultures internalize the world around them in different ways, leading to different outcomes. What we give you here is the subjective side of things: how do consumers feel about these crises? What’s the deeper impact on people’s worldviews and pri- orities? What are they doing differently as a result?  Here’s what you have to look forward to Connect the dots between what people say, think, and do Uncover the deep logic and contradictions that make up the consumer psyche Let data and insight pinpoint the upcoming trends set to dom- inate 2023 Be inspired and zero in on what really matters  The most need-to-know trends for anyone looking to understand the consumer mindset in the year ahead 2 The new American dream How consumers are craving the simple life in 2023 by MOANA TELLBUESCHER 4 The American dream is dead. Or not quite. But like many people, it’s strug-gling a little. Across virtually all areas of our research, we see signs of Americans lowering their ambitions, trading an appetite for success with more modest goals. While there will still be some post-pandemic splashing out, 2023 is likely to see similar changes in spending habits and in American culture as we observed during the Great Recession. The years after 2008 saw Americans downsize in nearly every aspect of their life, from retirement to their children’s future to everyday expenses. Similar changes are on the horizon in