Porter Novelli Styles

ConsumerStyles & YouthStyles

Our annual ConsumerStyles database is created from three adult surveys (SpringStyles, SummerStyles, FallStyles), and one youth survey (YouthStyles). All respondents who take the summer and fall surveys have already completed the spring survey, which builds a database of more than 2,000 data points each year.

SpringStyles

SpringStyles
6,000 Adults

SummerStyles & YouthStyles

Summer & YouthStyles
4,000 Adults
800 Youth

FallStyles

FallStyles
3,500 Adults

ConsumerStyles Methodology

Since 2012, Porter Novelli Public Services has conducted our ConsumerStyles surveys via Ipsos’ KnowledgePanel®. KnowledgePanel® is an online panel that is representative of the noninstitutionalized U.S. population. Panel members are randomly recruited by mail using probability-based sampling by address to reach respondents regardless of whether or not they have landline phones or internet access. If needed, households are provided with a laptop or tablet and access to the internet. The panel is continuously replenished and maintains approximately 55,000 panelists.The initial wave, SpringStyles, fields in March-April among approximately 6,000 adults ages 18 and older. The survey typically takes around 45 minutes to complete and has a response rate around 60 percent. Respondents receive 10,000 cash-equivalent reward points (worth approximately $10) for their participation.

The summer wave, SummerStyles and YouthStyles, fields in June-July. The summer field is a two-part survey where an adult who has previously responded to SpringStyles answers the first part, and one of their children ages, 12-17, is randomly selected by computer to answer the second part. Households without a child in the correct age range are only shown the adult portion of the survey. The survey typically takes around 30 minutes to complete and has a response rate around 70 percent for adults and 50 percent for youth. Households receive 5,000 to 10,000 cash-equivalent reward points (worth approximately $5-$10) for their participation.

The fall wave, FallStyles, fields in September-October among approximately 3,500 adults who previously answered the SpringStyles survey. The survey typically takes around 30 minutes to complete and has a response rate around 75 percent. Respondents receive 5,000 cash-equivalent reward points (worth approximately $5) for their participation.

The adult data are weighted using nine factors: gender, age, household income, race/ethnicity, household size, education, census region, metro status, and parental status of children 12-17 years old. The youth weights are based off the final SpringStyles adult weights (which incorporate the previously mentioned nine factors) and then adjusted for the following seven factors: youth gender, youth age, household income, youth race/ethnicity, number of teenagers in the household, census region and metro status. The weights are designed to weight the data to match U.S. Current Population Survey (CPS) proportions.

Specific sample sizes, response rates and survey durations for the past few years are shown below.

ConsumerStyles & YouthStyles 2011-2019

SurveyInvites SentResponses ReceivedResponse RateSurvey Length
(Median Minutes)
2019
SpringStyles11,0126,65761%27
SummerStyles5,3194,02776%6
FallStyles4,6773,62478%33
2018
SpringStyles10,9046,42759%35
SummerStyles5,5844,08873%37
YouthStyles1,75984548%11
FallStyles4,4943,56179%16
2017
SpringStyles10,9166,62231%37
SummerStyles5,5864,10774%23
YouthStyles1,81786648%23
FallStyles4,6333,54777%29
2016
SpringStyles10,9556,49059%48
SummerStyles6,1664,20326%26
YouthStyles2,12294845%28
FallStyles4,4953,54479%33
2015
SpringStyles11,0186,83662%47
SummerStyles6,1724,12767%22
YouthStyles2,10888842%16
FallStyles A4,4323,52980%25
FallStyles B4,6652,55076%27
2014
SpringStyles11,0186,71361%52
SummerStyles6,1594,26969%36
YouthStyles2,1531,00547%16
FallStyles4,5943,52077%40
2013
SpringStyles11,1886,71760%54
SummerStyles6,1024,03366%18
YouthStyles2,14082839%14
FallStyles4,4203,50279%26
2012
SpringStyles11,6366,72858%61
SummerStyles A6,4024,17065%38
YouthStyles2,26384737%17
SummerStyles B4,7034,04486%18
FallStyles4,3713,50380%36
2011
SpringStyles14,5988,11056%58
SummerStyles5,8654,05069%41
YouthStyles2,13384039%21
FallStyles5,3153,69670%23