Methodology
The report also includes global data from past research conducted in 2024 by Opinion Matters and combined with 3Gem Research and Insights, with a sample of 12,041 general respondents across the United Kingdom, the United States, Germany, Australia, and the United Arab Emirates. Additionally, this report includes global data from past research conducted in 2023 by Opinion Matters only, with a sample of 10,057 general respondents across the United Kingdom, United States, Germany, and Australia, and in 2022 and 2021 with samples of 9,063 and 7,074 general respondents respectively across the United Kingdom, United States, Germany, Australia, and France. The generation breakdown throughout this report refers to Gen Z, 16 to 28 years old; Millennials, 29 to 44; Gen X, 45 to 60; Baby Boomer, 61 to 79; and the Silent Generation, 80+. Moreover, in this report when it is mentioned a percentage change or difference in percentages, we refer to percentage points difference rather than percentage rate.
10,006 Respondents across the United States (US), the United Kingdom (UK), Australia, Germany, and Taiwan.
The research was conducted by Opinion Matters as part of global research among a sample of 10,006 respondents (aged 16+) across the United States (US), the United Kingdom (UK), Australia, Germany, and Taiwan. The data was collected between 5 and 12 June 2025. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
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