Your September news round-up 🍂

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New data drops and AI worries

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GWI Logo (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm3M3l5QzW69sMD-6lZ3nmN1tvpw7hLWPpW7cQvMR2cY-dfW6rPYym1qc6yrW2574hC3vF2KfW4WDh4S5fXr3fN1V6FTdxC7LNW6cqzfS5BLbPlW1ywLbd6WWG_rW3zjDRk7Ds7sjW4RVpkj2xxpX5W9ldCwc8ttbTWW1pxPvv6xbRbpW52lWVW4R9qTmW6MLXxY5q9xK-W4LjDtf31wJNdVjFxkk6jnRzWW5m8sjJ1DFjmGW2RDyYv7NGhJmVV9wY62srRRpW1Cjf3v1kKkv_f79WMkv04 )

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Hey Emre, here's your roundup of this month's product updates and consumer trends, all designed to help you move faster.

Latest data drops

🛫 GWI Travel Q3 2026 (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4F3l5QzW7Y8-PT6lZ3ntW5qSfVM4LcdxHVt5ZfX4ncX90W1C2dH63Z7WKFW1vkt8F18jCTMW1pjmMN5m_PjZVdwQcS3wrdnhW6FRfY82QPFVmW1prBcC3m7tYhW2WXJ467f9J2TW1Rc4rP1Whht1W3WNK1V5_W5mXW99WYgd51GwCQVWvsHF89s3w0N2HmL76MY9zlW4XZr--4wBjMPN3dgz_GpQcyLW76ShLN2Zhln2W47D5mH56VLG8W7XStL-7BnxxpW63M3jm4WTmpYW2FyJvP19qKdyW60j2Kb6K1ZwGW2tGNwP1cvKNcN12t906zz-8BW2hV4D_8wLXHZW8c5Pzz7Wm3Bnf7-Fd5Y04 )

This wave gets sharper on what's shaking traveler confidence. We've added a new booking factor tracking fuel availability for flights, capturing how supply issues are shaping travel decisions. Also included is a new flight influence measuring confidence that flights will go ahead as planned - both available across all markets.

🧑‍💻 GWI Consumer Tech 2026 (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4Y3l5QzW8wLKSR6lZ3m4F15B6frLP6cW8FKFwL4ZsGp3W6g4wlM59kq5dW77kPZy7_2YsTW7sDXLx3pbxWfW11HKYR7NFWMfW8GwSR-6ZP6sLW6kY8gD4BqrnhW86kMPR67WcPBW26zdNZ5C-8tvW7SxCwC8TKm3JV3HLtK7NnMJ9W5_kgK-3kHDc4W7l3vFY2GxgB_W8St8D87579TyW7cPbyd4NTtYYW5FBrkt3qJWgWW5HThTW5SlYkFW6DcB6T8zJ2MVW1Myxc71wtwD9N1z9f9pY0McpV6C_t52g1qk4W7QhZG52Nz6TDW88qsQg3y-Kk5W3GKwVv4-sjtPN6pz4LDK-smsW6F3b_c91S6DwW11pHL-5yd-pGf1zfftT04 )

Keeping pace with who's online and what they're buying, this wave expands our 65+ coverage to include Australia. We've also broadened our coffee maker range across Device Ownership, Purchase Planning, and Purchase Priority, giving you more ways to explore ownership and future purchase intent.

💼 GWI Work 2026 (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4F3l5QzW7Y8-PT6lZ3nmN6h7Z9K1PDZ4W6wcFS72C0GSZW9hvQsb71XLnKW5wv-461gk0BpW4fKk7N5Q7ZnCW4tw-R89gftM3W89N21h1fspswW3QCQ8-7DG9LrW2br6Tn8GhKZkW4F12RW2V8_mkVN-QhS3vWDF6W4PR_J_1JgWksW358g8216mb5XV2t_vW7w7fKcW3Nrvns5D8csrW3kV_2R1ylD5kW8kPQRK2vQ2GjW2dhNzT9dBVLxW67G4j9192VW0W3lmmpm6xY6cLW3wSJBc5X9jtDW32F6tX1FXcwPW3lX7xB9jrKM7W2104Bb870r7lW7ss9Ks1L21blW5Ps_-K7xJWJpf4sSVcv04 )

This wave sharpens our lens on the modern workplace. We've expanded 65+ coverage to Australia and added new questions on AI use cases and adoption challenges among business professionals, plus B2B conference and trade show motivations in the UK and US. We've also refreshed our Number of Employees brackets to match recognized US business size classifications.

⚡️ GWI Pulse (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4F3l5QzW7Y8-PT6lZ3k-W6gLZBs4df37LW1R1Xj-2jdSKcW4k5V5x5DHJNFW3kS1Br5MYPD9W8YcQnn3DbdxlN65S-v1rrYSxW6znJ7w57mrWGN3jNvYFrcVfnVTJx7Y4qprYsW5dCX2d3Skl4jW6_z3Y02RyTXxW5dcSTK8bDNhvW4Nk7Fx6wclpHW1NhgJ511-0bkW7rB-Sk2VSw09W4SvZQX7FqPH6W24Jq3P87Kq7sW4Tr-LJ57sB5XW5KNptx6S0mVnV8_GJs3K4FgpW3B2Hy07lRbJpW5KZb5X6gV26bW6y0DvV4DGT3pW6B6hgl2lRGJ5W8sZVqD61bjmsW7WfrGJ5tSMcJf2j1bWC04 )

Bringing you consumer insights into the most interesting and trending topics on a weekly basis. Find the latest attitudes in the platform (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4F3l5QzW7Y8-PT6lZ3k-W6gLZBs4df37LW1R1Xj-2jdSKcW4k5V5x5DHJNFW3kS1Br5MYPD9W8YcQnn3DbdxlN65S-v1rrYSxW6znJ7w57mrWGN3jNvYFrcVfnVTJx7Y4qprYsW5dCX2d3Skl4jW6_z3Y02RyTXxW5dcSTK8bDNhvW4Nk7Fx6wclpHW1NhgJ511-0bkW7rB-Sk2VSw09W4SvZQX7FqPH6W24Jq3P87Kq7sW4Tr-LJ57sB5XW5KNptx6S0mVnV8_GJs3K4FgpW3B2Hy07lRbJpW5KZb5X6gV26bW6y0DvV4DGT3pW6B6hgl2lRGJ5W8sZVqD61bjmsW7WfrGJ5tSMcJf2j1bWC04 ) , including:

🧑‍🎨 Logo redesigns

✈️ Thanksgiving and Christmas travel

🍱 Food delivery apps

🏃‍♀️ Running habits

📲 Short form video content

🏷️ October sales events

and much more...

📅 Next data releases

Check out our upcoming data release timings (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4Y3l5QzW8wLKSR6lZ3m_W1D85zw8LnWS8W9lgGT-1WgbcfW3sjBsn1xFH9dW1WqQyP1JtK7WW3QRfxP4fVWTbW91xlfD6f3_YBW7nt1GR6t70lcN5B2j0HLb4cpW7_cfwJ7ftW4fW6Z1Bsw3ZFHgxW13BF568yCSv5W2G05_D1J1nvfW6_JKP119FfnzVY9Hcr3m4pXdVgMSQR5d2sK-W8tnW6C2qb8X7W87bDJP17xNbKW1sW5FY1Yd8L7N6lcRZMN1kXVW1t9jD48lwrwMW6f9C3q8rM7NHW7sZJ3d4Yj8lcW18GSbw1LDbXkN8yRCm0qpLldW5QHMWP3W6zV_N2C04G53HlBCW5zMgLt52Xk4JW4Swnlb8dmFjYf1n0P4C04 ) , and get in touch if you want to access any additional data sets.

Insights to start conversations ✨

🧠 The infinite scroll doesn't feel harmless anymore (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4Y3l5QzW8wLKSR6lZ3nCW3jczbG2CMgt3W18PPr06grRPGN70F6_wH-2dKW82B4vM8jFy8pVjKyv_1syTd0W4Pbhrp57dGFMW6f-c_l3bfP2yW5-w4jJ2lJPN6W5pb7rx3vww2MW2BPtGT2p3m18W7mHjjD6s81wGW2phJh71S5p_TW4Pqc1Z2fsrHWW89W1BV8vDTsHW8xg1Xj1CmKh1W7HmLy86T7rl9W1VFkZ_6Kny40W6Q90wG5pqlcKW6hC_1c8TZ0csW7mFMTv8hkPBRW8CvMf465rb9ZW84BH3M3dFN9kW4YmBNV901mYnW5GgFtt99M1KFW9gP9WF1R3VV5N6cj01W5Wd-KW7y5g2v64_wD2MtY-vQY-SQGf20sLHR04 ) . People who scroll social media with no real purpose are the ones feeling it most: 79% worry they spend too much time on social media and 85% say the same about their phone overall, more than double the average user. They're also more anxiety-prone (60%) and more FOMO-driven (35% scroll to avoid missing out). Purposeless scrolling isn't idle downtime, it's compulsive, and the people doing it know it.

🏃 Running is becoming a tracked, feelings-first habit (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4Y3l5QzW8wLKSR6lZ3mtW6yv67n28vj5WW7XkLqP6QD_JJW73h-fJ7LGVbZVYb2D86LqWgzV7c19F7y__0FN5VjcDzVqRmXW7fZq6d1Qk4MMW8nbnqr5TBm6LW2YgPRB20vThGN1Lj84vQcDBcW5cx-0x26mVR-N6GGPY-l_RJ7W24dcMj1nVqfSW7Qh3MJ12j1zPW16XY6h9lrQVyW65LTxk1jN4BhW7HLVnT457Pb8W7_HqZ38Cl6BxVt0NL93bqhPMW29Fs0p98-NWRVk1BmR6SKS-VW1W4FRL5596-TW1jbrgM58D6dXW19BtC91P5hNCW3qmGBY6Js9V4W29D1CS49Jd26W6KF8WB4Sf_PLW134mtl5Fc_vGf4kQzBK04 ) . Among people buying into running, 40% own a smartwatch, 24% more likely than average, and they're just as open to letting an app track every mile: 34% are comfortable with activity tracking. It's not just physical either, 38% say they're comfortable talking openly about their mental health, and 20% turn to social media specifically to find like-minded communities. Running's real pitch isn't the run itself, it's the data and belonging built around it.

🤖 ChatGPT's ads aren't scaring off the free crowd (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm4Y3l5QzW8wLKSR6lZ3lHW6LnP_G3tn350W2szsG92Z0R-qW2CSQj37BWk-gVK-_s27Rk-1WW4g9WkF2cs2pDW561Lzb663t_SW3_Pn533Cl3VYW6MDWYx2XtCykW1YWSFT24MNJ-N317BSdQntl4W58ZRnH4MQhttN6yWbbQSRlMTW4-7QMc5jfTnRW7mdgYS1MJXK1W7yNN6n7lGD9bN6Q-G34BHKmPVqXBF13b81q8W85cWlw4613GXW8x5B0G37tl0vW5D-3BJ4zsftKW6z2pMQ1Gy3CDW5pJ_Lp9krFlgW24Fx9x3dJt9_W2fgYrJ9850-QW5p002-8LZxVSW93sQ_m6N9HrQW9k1kKj8BzlPXW4ctbF_5xrTJgf8v33lC04 ) . 73% of regular users are still on the free tier, and now that ads have landed there, 54% say they'll just keep using it as-is, the ads don't bother them enough to change anything. Only 19% say they'd upgrade to an ad-free paid tier, and another 13% would rather pay a small top-up than commit to a full upgrade. Ads aren't pushing people toward premium, they're mostly just being tolerated.

Chart of the month

The history of work is also a history of technological change, and yet between 2020 and 2022 the share of Americans worried about losing their jobs to technology stayed at low. Of course, something happened in late 2022 (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm5d3prCCW95jsWP6lZ3lTW6bzGXT5Hrjt0W8W0Fl86MzQJHVjC6v61h7hg4VSSc5z5BTvk9N64Y2Swk87q9W821CKC3c-0kMN4KSGYsCftY4W77Y2-B5NNvgPV1xJhD6-RFCwW2PH2TF6n36C9W97zDHn6lcxtXW8sKFdF1C_MD6W7GND_k1N5lxlW1c43h94GrV8yW3-dRfW4N8c-7N5kRgKD9SYThW6KRzfZ2fn3LGW1QbdJ030P9bDW1BDK8K7f8s9QW89hlrZ2bNH6KW1hnSL57wv3HsW9jNnVZ7vVHJ3W9fGrP_8jHKd7W2WDXBS1Qxk6JVQtBmv81x5WYW4Xqznx8Yf23DW35GY2v5tlhGGW2JqDN-3s3z7CW1mY8jl5dQ5fKW3hc_mC75xzc6f4cnpkK04 ) that changed all that.

Since then, the number has climbed fairly steadily, reaching 10.7% in early 2026 - almost double where it started. And this is a fear that seems to have spread everywhere, from junior to senior employees, and across all levels of education.

As AI has become more mainstream and more capable, all groups are increasingly feeling fearful.

As always, feel free to reach out if you have any questions.

Until next month,

The GWI Support team

Help at your fingertips

Keep up to date with trending topics on the blog (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm423l5QzW6N1vHY6lZ3psW99gg-g5tY_QpW4yxyMF60jWkQW4VBc1N2qkmHKW5rTrYY6K_nJFW4dR3Js6th285W783FHj4XxVwdW7P60SJ3JFs8nW102HWF8zFZh9W7SNd8j74XWb9W1PHGJ21BygLZW7nF8mL7ydQzHW3xpbwQ5wg53xV6dlfK5PwD_CN4LVVK9N7ctqW3Zdhg31wtBqfW8Kwy-b5cW4SyW8MhW9M2TLjr7W3Vk95Y4gCG3XW6y5qwB7n2VWZW4NShPS6_ZJ6bW43FXw56TJVm1VHXbhd3SkpypdVDpC404 ) , visit our Help center (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm423l5QzW6N1vHY6lZ3pnW4r2QmH3ZtJ4TW2bxq9_4RpWpmW1sJtND2f883TW6CHPxx1hT2ZjW3n9jmK2pXy_gW4N_mc35pXX2ZN1qhxq1MHNh3W80PJCR68NNSxN5nXlbg-k_tBW3VRQSP8VDF_ZW3Dpknk42Y7V0W3-Z6pL2c3qW0W4DDPSM7T7TXZW8K5cJL6Zs-R9W3vT26w1_XnrfW88l9-G1CX1L_W7SHPYq6c3vPZW8nHm7H4BR8h1W4w1zbx4NsGx5W2BqNp522jxMlW3QFQTt8PTD2MMdrV0ncqWLNf3jjVPM04 ) for platform and data help, or contact the Customer Success Team via the Live chat (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VVz6nh8b1rH2W53z5g64TMwSgW5JQdxX5VfD2qN8cZm423l5QzW6N1vHY6lZ3lJN7W6d_RRbVBBTsHBx7wb920W5JbzVs65QN1yW3wNsyP77tFC8VJb-8q7gsgLRW3zlm396PDQ2PW2FtnK26sQmbCN567txl7SghpW24CPs23LVRZCW2rVlps6n1ymWW2HSKgP2FSkGhW1NqQgT6N2TWLVk2QTT8KvGTdW7d0vGt9hCQWlW22-tST1ZrCrFVRFpWz2RTTDSW1grz5t6bRPw5W5ZtFTd6NBM-ZW8VMyJw8mpYqCW36MPfG97zb1RW9ldJrB5L9Lf0W38ZvnH7mmzkrf7R33KM04 ) on the website.

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22 September 2026 · 18:00 UTC