GROUNDHOG DAY
***This random double-opt in survey was conducted by OnePoll, a market research company and corporate member of ESOMAR and adheres to the MRS code of conduct. For more information about OnePoll’s research in the media, navigate to their portfolio here: http://www.onepoll.com/in-the-media/
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If you’ve ever uttered the phrase ‘same story, different day’ you can relate to more than two thirds of Americans who say they’re trapped in the same daily routine.
A new study into the domestic lives of 2,000 Americans found many people felt like their day to day life rarely strays from the predictable.
From the food they eat, the places they visit and the TV they watch to the way they get to work – the study examined whether familiarity really does breed contempt or if it’s more likely to provide comfort.
Results showed 80 percent of Americans see themselves as ‘creatures of habit’ – which leads to more than half of those polled to say their day-to-day lives resemble the 1993 classic film Groundhog Day.
The study of 2,000 Americans was conducted by market researchers, OnePoll, on behalf of Wrangler and found close to a fifth feel they haven’t shaken up their schedules for well over 10 years.
Craig Errington, Vice President of Marketing for Wrangler, said: “These results lead us to believe that while we’re naturally comforted by routines and familiarity, many of us would like to shake things up a bit and experience more adventure in our daily lives.
"At Wrangler, our goal is to help you feel ready for life – both the routine and the unpredictable – every day. No matter the occasion, the versatility and comfort Wrangler offers has you covered so you can be ready for any experience.”
Six in ten go to bed at the same time almost every night, and almost half watch TV at the exact same time each and every day.
Even the old sitcoms never seem to get too old, as 90 percent said they never get tired of watching reruns of shows they’ve seen multiple times.
That might be why many (77 percent) admit they’re looking for some way to add a bit more adventure to their day-to-day lives.
The survey highlighted the morning in particular as the most likely time Americans employ a specific ritual they go through each and every time from waking up to getting out of the door.
Opinions were divided when it came to assessing whether a familiar routine is good or not - 45 percent said their regular routines are comforting, yet nearly the same (42 percent) felt more that their routines were constricting.
Interestingly, the very youngest age category, aged 18-24, were more likely than those in their thirties or forties to feel comforted by keeping to a familiar schedule.
But when the longing to break away from the daily routine a bit becomes strong, it’s usually down to the desire to become more artsy, cultural or musical, according to results.
While feeling the need to cook or read more also have a person aiming to be a bit less predictable.
TOP 10 REASONS AMERICANS WANT TO BREAK THE ROUTINE
I need some excitement in my life
I feel/felt like time is running out
I am the most unfit/out of shape I have been and want a challenge
I had a bad year and want to make some good memories
I want to make new friends
I am jealous of my friends’ experiences
I need something interesting to add to my social media/dating profile
I have just come out of a relationship
I want to get a promotion and think this will help
I started a new job and want to impress people
***This survey of 2000 US employed adults was conducted between November 14 and November 22, 2017 by Market Researchers OnePoll and commissioned by Wrangler.
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