Claire Tassin

1 week ago | pro.morningconsult.com | Claire Tassin

The research featured in this report comes from a survey conducted Apr. 29 - May 1, 2025 among 2,224 respondents. All survey interviews were conducted online, and the data was weighted to approximate populations of adults based on age, gender, race, educational attainment, region, gender by age and race by educational attainment. Top-line results from the surveys have a margin of error of +/-2 percentage pointsThe audience data in this report comes from Morning Consult Intelligence.

2 weeks ago | pro.morningconsult.com | Claire Tassin

June 12, 2025 at 5:00 am UTCThe share of high-income consumers considering a purchase from Dollar General, Dollar Tree or Family Dollar increased from 41% in October 2024 to 49% in May 2025. This group is more inclined toward impulsiveness than the average high-income consumer. That tendency toward impulse shopping also drives them to shop on social media more often than their high-income peers, and specifically use Pinterest in TikTok more often.

2 weeks ago | pro.morningconsult.com | Claire Tassin

For many consumers social media and e-commerce are inextricably linked, whether through in-app checkouts or influencer affiliate links. About half (51%) of U.S. adults say they’ve made a purchase through social media, up 12 percentage points from the beginning of 2022. For more than a third (35%) of those users, social media shopping is so well-integrated into their routines they say they purchase through social media at least weekly.

1 month ago | pro.morningconsult.com | Claire Tassin

Early tech adopters tend to be millennial (37%, versus 28% of the general public, male (+13 points) and non-white (-6 points). This group is made up of heavy social media users, using X, TikTok and Reddit more than the average consumer, and engaging with brands on social channels. The standout brands in net purchasing consideration reveal that beyond tech brands, they also are more likely to consider buying alcohol and luxury cars than the average.

1 month ago | pro.morningconsult.com | Claire Tassin

This cohort are extremely optimistic consumers. This bracket is relatively insulated from the day-to-day budgetary challenges caused by inflation and high interest rates, and thus have a sunny outlook on their finances. Status signaling and competition drives consumption. The psychographic profile of high earners reveals a status-oriented, competitive mindset, particularly among Gen Zers, millennials and men. Millennials and women skew more liberal.