Within the GWI USA survey, respondents are shown a list of interests and asked to select those that are important to them. Based on their responses to this question, we assign respondents into the following groups:
Arts & Culture Enthusiasts
Those who say they are interested in at least five of the following:
Architecture
Books / literature
Dance
Fine art
History
Learning a new language
Live Theater
Museums / galleries
Opera / Ballet
Photography
Urban / modern art
Live Events
Music concerts / festivals
Current Affairs & Causes Enthusiasts
Those who say they are interested in at least four of the following:
Charities / volunteering
Social Justice / equality
Environmental issues
Local issues
News / current affairs
Politics
Social Issues
Animal welfare
Climate Change / Carbon emissions
Health, Fitness & Beauty Enthusiasts
Those who say they are interested in at least three of the following:
Individual Sports
Adventure and extreme sports
Team sports
Outdoor activities
Alternative medicines / therapies
Exercise / keeping fit
Meditation
Personal healthcare
Women’s sports
Home & Lifestyle Enthusiasts
Those who say they are interested in at least seven of the following:
Beers / breweries
Cocktails / cocktail bars
Eating out / restaurants
Food / drink festivals
Health foods / drinks
Wine / wineries
Painting / drawing
Travel
Baking
Cars / motoring
Cooking
DIY / home improvements
Entertaining at home
Gardening
Grilling / barbequing
Handicrafts / sewing
Interior design
Parenting / childcare
Pets / pet care
Popular Culture & Leisure Enthusiasts
Those who say they are interested in at least three of the following:
Celebrity news / gossip
Comics / animation
Influencers
Listening to music
Movies
Television
Fantasy sports
Science, Tech & Nature Enthusiasts
Those who say they are interested in at least four of the following
Wildlife / animals
Artificial Intelligence (AI)
Coding / programming
Computers
Gadgets
Science
Smart homes
Technology
Virtual reality (VR)
Spirituality Enthusiasts
Those who say they are interested in at least two of the following
Astrology
Religion
Spirituality
Gaming Enthusiasts
Those who say they are interested in at least two of the following
Esports
Gaming
Virtual reality (VR)
Business and Money Enthusiasts
Those who say they are interested in at least three of the following
Business
Entrepreneurship
Investment
Personal finances
Economy
Beauty and Fashion Enthusiasts
Those who say they are interested in at least two of the following
Beauty / cosmetics
Fashion: accessories
Fashion: clothing
Nature Enthusiasts
Those who say they are interested in at least three of the following
Outdoor activities (e.g. hiking, camping)
Animal welfare
Climate change / carbon emissions
Environmental issues
Gardening
Wildlife / animals