Sparkle Insights · Historical research demo
Post-pandemic consumer behaviors, attitudes and outlook · January 2022
Sparkle Insights conducted 1,519 online interviews with U.S. adults aged 18 and older, nationwide, in January 2022. Interviews were in English and Chinese and lasted approximately 15–20 minutes. Exact fieldwork start/end dates were not supplied. The study was conducted with The Filipino Channel.
The General Market benchmark has 748 respondents. Additional comparison samples have 100 White/Caucasian, 102 Hispanic/Latino, 101 Black/African American and 468 Asian respondents. These sum to 1,519. General Market includes members of the cultural audiences, so comparison groups are not independent population categories.
| Demo audience | Unweighted n |
|---|---|
| General Market | 748 |
| White / Caucasian | 100 |
| Hispanic / Latino | 102 |
| Black / African American | 101 |
| Asian comparison sample | 468 |
| Asian Indian | 102 |
| Chinese | 100 |
| Filipino | 164 |
The Asian comparison sample comprises Indian 102, Chinese 100, Filipino 164, Korean 31, Vietnamese 23 and other Asian 48. Separate Korean, Vietnamese and other Asian views are omitted from this curated demo.
Estimates are copied from the supplied weighted workbook. The release report describes General Market composition as 61% White, 20% Hispanic, 13% Black and 6% Asian. Detailed weighting procedures, effective bases and design effects were not supplied. The demo uses General Market, rather than the combined oversampled Total, as the benchmark. The displayed base is unweighted n, not weighted base.
Country-of-birth columns include Asian respondents in General Market as well as the Asian comparison sample and therefore use a different universe. This demo does not expose those columns or combined demographic filters.
Top two boxes: responses 4 or 5 on the corresponding five-point agreement or likelihood scale. Daily social use: multiple times a day plus at least once a day. Current use and subscriptions refer to January 2022. Next-12-month questions refer to intentions from that date. Services bought/upgraded refer to the period since March 16, 2020. Activity increases refer to reported change compared with pre-pandemic levels.
Multiple-response percentages can exceed 100%. Mean media time is in hours per typical week and may overlap across activities. Percentage-point gaps subtract the General Market percentage from the audience percentage. Source dashes remain unavailable and are not treated as exact zero.
Findings are historical, self-reported survey estimates. Intentions are not completed actions. Observed gaps do not establish causal effects. The source workbook includes significance markers, but this demo makes no statistical significance claims. A demo safeguard masks unweighted bases below 30; no original suppression policy was supplied.
Report context is a study-wide interpretation, not an audience-specific conclusion automatically generated when filters change. Planning considerations suggest questions for future research. The demo contains nine selected measures and 77 curated answers; the raw workbook and other study tables are not published.
Weighted crosstabs dated February 23, 2022 supply numeric values. The release report supplies interpretation and achieved methodology (slide 54). Questionnaire v5 supplies wording and routing. The proposal supplies intended objectives, not achieved sample facts. Where a report statistic differs from the workbook, the workbook value wins.
Prepared as an appendix for the Sparkle Insights interactive report demo.