By Marie Haaland // SWNS
NEWS COPY W/ VIDEO + INFOGRAPHIC
Waking up after a good night’s sleep, catching up with an old friend or loved one and enjoying a cup of coffee are Americans’ top three “simple joys” in life.
That’s according to a survey of 2,000 general population Americans, which revealed watching their favorite show and the smell of freshly brewed coffee rounded out the top five little joys.
That was followed by hearing their favorite song on the radio, the smell of freshly baked cookies and having someone say they were thinking about them.
Waking up to the sun shining and listening to the rain while sitting inside with a warm drink completed Americans’ list of the top 10 simple joys.
Conducted by Talker Research on behalf of BUNN ahead of National Coffee Day, the survey dug into coffee, exploring why Americans rated it so highly among the little joys in their lives.
Two-thirds of respondents (67%) said that now, more than ever, they’re focused on creating real connections with the other people in their lives — and 64% believe coffee can help create these connections.
One respondent said this was because coffee “helps people find time for each other,” while another highlighted how meeting for coffee means, “you sit, you talk, you share what’s been happening in your life.”
Not only does coffee help to build new connections, but for many, there’s also a nostalgic element (47%). When asked to share special memories where coffee was involved, one respondent said, “As a child, being in my grandparents’ kitchen on a rainy afternoon hearing the family as they talked and laughed while coffee brewed in the background.”
Another respondent met their wife while on a coffee break, and a third shared that they started drinking coffee as a young child, when their grandfather was watching them: “My coffee mostly consisted of milk and sugar but it’s one of the best memories of my early childhood.”
Someone else wrote, “My husband and I take day dates where we get coffee and talk and take a drive together. I love that time.”
“It’s wonderful to see the memories people have with their loved ones and coffee,” said Brandi Goodin, the vice president of marketing communications at BUNN. “Coffee is more than just a beverage, it is an opportunity to bring people together for connection and conversation, providing a source of joy.”
For those who drink coffee, respondents’ favorite types are brewed or drip coffee (48%), cappuccinos (30%) or iced coffees (23%). They also enjoy lattes (22%) and mochas (22%).
And most coffee drinkers prefer a medium roast (54%), with a dark roast the preferred alternative (28%) — only 10% said a light roast was their favorite.
Coffee is so important that 70% said coffee is better than no coffee — even if it’s not their ideal cup.
Their favorite cup of coffee may change, too: 57% agreed that different coffee drinks are better for different moments in life.
Respondents also acknowledged that people have unique tastes — only a third (36%) said “coffee compatibility” (having the same taste in coffee as their partner) was important in a relationship.
“Coffee drinkers today have sophisticated tastes and preferences, and a personal relationship with their favorite coffee routine,” said Goodin. “They enjoy coffee in many different ways, from classic drip-coffee, lattes, iced coffee, cold brew and more! We are driven by the relentless pursuit of the highest-level brewing techniques for the best result in the cup for every serving occasion. We love being part of the coffee experience that brings joy to so many.”
WHAT ARE RESPONDENTS’ “SIMPLE JOYS” IN LIFE?
- Waking up after a good night’s sleep — 48%
- Catching up with an old friend or loved one — 45%
- A cup of coffee — 44%
- Watching my favorite show — 43%
- The smell of freshly brewed coffee — 42%
- Hearing my favorite song come on the radio — 41%
- The smell of freshly baked cookies — 41%
- Having someone tell you they were thinking about you — 39%
- Waking up to the sun shining — 38%
- Listening to the rain while sitting inside with a warm drink — 37%
- Having a quiet night in with loved ones — 37%
- Receiving a compliment — 37%
- Giving a compliment — 36%
- Unexpectedly running into a friend — 34%
- Cuddling with my pet — 33%
- Getting a “good night” or “good morning” text from a loved one — 29%
- Using my favorite mug — 19%
- Buying a new book — 18%
- Introducing a loved one to my favorite food/drink — 15%
- Finding the perfect meme to send to a friend — 12%
Survey methodology:
Talker Research surveyed 2,000 general population Americans; the survey was commissioned by BUNN and administered and conducted online by Talker Research between Sept. 12–16.
We are sourcing from a non-probability frame and the two main sources we use are:
- Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
- Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
- Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
- Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
- Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
- Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.